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A seasoned marketer obsessed with creativity, from data powered creative solutions that drive business growth, to building creative confidence in people, to designing culture that nurtures creativity.Multidisciplinary marketing experience, from Global and US comms strategy, brand strategy, and full funnel growth strategy, to Digital brand and performance media planning, and award winning innovation activations.Built the strategy discipline for Media Futures Group (bespoke agency for Google) from ground up. Drove brand strategies for Google Pixel, YouTube, Smartwater, Vitaminwater, and Powerade, and defined Sprite's role in hip hop culture. Extensive experience working with leading brands in Technology, Entertainment, Fashion, CPG, Consumer Electronics, Toys and Games, Automotive.Skillset: Brand Marketing. Growth Marketing. Digital Marketing. Integrated Marketing. Product Marketing. Cross Functional Collaboration. Thought Leadership. Brand Strategy. Comms Strategy. Media Strategy. Creative Strategy. Culture Strategy. Consumer Insights. Trends and Data. Youth Marketing. DEI Leadership.Category Experience: - Technology: Google, including Google B2B, Search, Chrome, Android, Chromebook, Pixel, and more in the portfolio- Entertainment: YouTube- Fashion/ Retail & Ecommerce: The North Face- CPG: Coca-Cola- Toys and Games: Hasbro- Consumer Electronics: Samsung- Automotive: General MotorsChannel Expertise: TV, CTV, Online Video, Print, Digital, Mobile, Social, Audio, OOH / Outdoor, Content Partnerships, Programmatic, Search, Influencer, Innovation, Emerging Media
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Head Of Strategy, North AmericaMedia Futures Group Jan 2022 - PresentNew York, New York, UsMedia Futures Group is a bespoke agency solution for Google within the larger EssenceMediacom network.Leading a diverse rock star strategy team of 13, enabling them to uncover truths about people, brands, and culture that lead to award-winning work.Built the comms strategy discipline from ground up, from vision to process, product, and people.Led thought leadership for Google's full portfolio of brands, resulting in data-driven strategy products along the way. Example work include:The growth strategy for YouTube TV, future-growth audience for Google PixelBrand positioning for YouTube, Google PixelStrategy products such as growth audit, AI audience segmentation off YouTube comments -
Head Of Strategy, North America, Media Futures GroupEssencemediacom Jan 2023 - PresentLondon, England, Gb -
AdvisorIrregular Hours May 2019 - PresentNew York, New York, UsIrregular Hours is a startup redefining careers for the next generation, reflecting on today’s youth culture, media landscape, and the vastly diverse job titles.Providing strategic advice to the founder and CEO on the company vision, growth and marketing strategies. -
Svp, StrategyEssence Jan 2020 - Jan 2023San Francisco, Ca, UsStrategy lead for YouTube and The North Face.Drove new business wins for Essence through strategy leadership.Founded The New Normal, an agency-wide bi-weekly cultural report, as editor-in-chief.Host of The Stratlab, an agency-wide hands-on training series about strategy craft. Co-founded Parents@Essence, a community that supports and advocates for working parents. Winner of 2021 Atticus Award - Creativity with Purpose: "Brands in Times of Activism". -
Vp, Group Director, StrategyUm Worldwide Jun 2016 - Jan 2020New York, Ny, UsStrategy lead for Sprite, vitaminwater, smartwater, and Powerade among others under the Coca-Cola portfolio.Drove the rebranding for smartwater, vitaminwater, and Powerade, as well as defining the role of Sprite in hip hop culture. Led cross-agency collaborations from consumer profiling, strategy, ideation, to IMC planning. -
Global Strategy DirectorOmd Worldwide Apr 2015 - Jun 2016New York, Ny, UsGlobal strategy lead for Hasbro. -
Associate DirectorStarcom Mediavest Group Feb 2007 - Apr 2015Chicago, Il, UsDigital strategy for Brand and Performance media: Samsung (US and Global), and General Motors. -
Summer Intern-Brand PlanningArnold Worldwide 2006 - 2006Boston, Ma, Us -
Account Executive, New BusinessZi Jin Zhi Dian Sep 2004 - Aug 2005A boutique creative agency in Beijing with clients ranging from Microsoft to domestic bank and beauty brands.
Erica Chen Skills
Erica Chen Education Details
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Michigan State UniversityAdvertising -
The New SchoolGraphic Design
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Beijing Normal UniversityInternational Economy And Trade
Frequently Asked Questions about Erica Chen
What company does Erica Chen work for?
Erica Chen works for Media Futures Group
What is Erica Chen's role at the current company?
Erica Chen's current role is Head of Strategy.
What is Erica Chen's email address?
Erica Chen's email address is er****@****bal.com
What is Erica Chen's direct phone number?
Erica Chen's direct phone number is +131350*****
What schools did Erica Chen attend?
Erica Chen attended Michigan State University, The New School, Beijing Normal University.
What skills is Erica Chen known for?
Erica Chen has skills like Digital Strategy, Media Planning, Digital Marketing, Online Advertising, Digital Media, Integrated Marketing, Media Strategy, Comscore, Media Buying, Social Media Marketing, Mobile Marketing, Advertising.
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