Kelly Lin Email & Phone Number

San Jose, California, United States

San Jose

• Develop global brand campaign strategy briefs by working cross-functionally with priority solution teams to understand goals and key differentiators• Manage creative agency in the development of global creative assets, ensuring assets are aligned to the brand strategy and properly represent the technology• Redefined Cisco’s paid social approach by conducting quantitative and qualitative research and a/b testing to develop social first creative assets• Manage an alias to provide guidance on how to utilize assets to ensure brand consistency throughout all Cisco assets• Conduct copy testing and ad effectiveness studies to measure awareness and shift of perception of the Cisco brand• Work cross-functionally with teams to integrate the global brand campaign, teams include corporate communications, PR, employee communications, etc. • Develop the Rio 2016 Olympic sponsorship metrics framework to ensure that the sponsorship is tracked against predetermined ROI and ROO goals

San Jose

• Led research to analyze competitors’ strategies and developed differentiated marketing tactics to align with corporate brand strategy• Led partnerships with major media publishers to develop content that drives high impact awareness and engagement; increased marketing qualified leads by 30%• Assisted in developing and implementing campaign effectiveness studies to determine strengths and challenges within the brand campaign • Worked cross-functionally with product teams to source products and ensure accurate representation of technology within the ads• Ensured strategically aligned content was available to support ads by developing an editorial calendar and working closely with content developers

San Jose

• Worked with brand strategists and designers to integrate 5 new acquisitions and 2 legacy acquisitions into the Cisco brand, ensuring brand identity alignment• Created brand acquisition strategy briefs, conducted brand audits, and provided branding deliverables and assets• Developed and deployed a brand management training program consisting of videos and guidelines to strengthen the brand, reaching 2k employees

San Jose

• ollaborated with Internal Communications and developed a turnkey communication plan to launch a series of new brand guidelines • Conducted brand audits on newly acquired companies to assist in developing brand integration strategy briefs• Created brand sentiment analysis dashboards by monitoring social conversations for newly acquired companies using the tool Radian 6• Managed internal collaboration platform for the team; increased view count and membership by 125% by identifying and publishing relevant marketing content

• Managed the research of and outreach to potential distributors in order to increase product visibility in retail carriers

• Contacted 1K+ retail outlets worldwide and signed on 300 outlets to sell Zooni products by Fall 2010• Promoted Zooni products by providing PR releases to 100+ media outlets, securing over 30 spots• Partnered with local charities to develop and execute campaigns to increase brand awareness• Researched various brands’ Facebook page to increase traffic on Zooni’s Facebook page; 70% increase in likes

Berkeley

• Managed 4 client accounts to customize marketing strategies encompassing segmentation and creative and media executions; produced monthly metric reports to find areas of improvement

• Researched and designed the marketing campaign for the “Cover-up Kit Project” and “Specialty Retailer Project”• Expanded client base by 40% through management of online affiliates and cold calls

Bachelor Of Arts, Environmental Economic Policies

International Business

Study abroad program for the summer in Shanghai.