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Bringing brands closer to what people actually care about. Background in product marketing, brand strategy, creative [testing] strategy and consumer research+insights. Side hustle as a photographer.
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Senior Product Marketing ManagerOctave Oct 2024 - PresentSan Francisco, Ca, Us -
Product MarketerSelf-Employed Jun 2024 - PresentClients include Octave and Atticus
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Senior Product Marketing ManagerRo Mar 2023 - Dec 2023New York, Ny, UsMarketing GTM for new product launches, working with the broader team on campaigns that generate/capture demand. Leverage customer research/insights to optimize the marketing or messaging approach across digital channels (website, social, search, CRM). Also lead development of content/creative to support said campaigns. On an ongoing basis, develop differentiated product positioning for our established product offerings (including reasons-to-believe definition and product naming). Partner with our medical and legal teams to expand our marketing messaging within a tightly regulated space. -
Product Marketing ManagerRo Aug 2022 - Mar 2023New York, Ny, Us
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Creative Strategy ManagerRo Sep 2021 - Aug 2022New York, Ny, UsEstablished a creative strategy function at Ro across four care verticals, as well as developed and activated a quarterly planning process for creative testing on paid social across those verticals to boost customer acquisition. Established internal creative best practices and an internal database of learnings, shared across the marketing organization (creative team, channel managers, growth leads, brand leads). Collaborate across marketing, product and legal orgs to promote cross functional partnership and elevate messaging and positioning of products and experience.
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Creative Activation ManagerGoogle (Via Media.Monks; Previously Adecco And Essence) Aug 2018 - Sep 2021As a creative activation manager for performance marketing, I worked across Google brands in the Americas to optimize digital paid media creative in order to drive business results. I also collaborate with teams on developing new creative (so that we’re not optimizing ourselves into a hole) and lead the briefing process to develop new creatives for our audiences, whether it’s testing a new idea or keeping current with the zeitgeist.
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Brand StrategistFitch May 2018 - Aug 2018Brought in creative thinking and strategic insights while collaborating with design teams to bring a consumer tech brand to life at retail spaces and in event spaces. Also worked with a real estate brand to develop website UX for a new solution and created a content development framework.
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Brand StrategistSiegel+Gale Oct 2017 - May 2018New York, New York , UsDeveloped and presented brand platforms, which included brand positioning, purpose, experience principles and development of actionable brand guidelines for marketers. Conducted qual/quant research, stakeholder workshops and competitive analyses in order to inform key brand work. Clients included large B2B technology brands, startups, and hospitality/services brands. -
Planner - Ketchum Global Research And AnalyticsKetchum Apr 2016 - Oct 2017New York City, New York, UsDeveloped strategic creative narratives for new business pitches. Leveraged consumer databases (e.g. MRI-Simmons) and social listening (e.g. Brandwatch) to make messaging recommendations. Conducted qualitative consumer research through survey design and interviews. Clients include a large B2B technology brand, a large financial brand, and CPG brands. -
Associate Brand StrategistSiegel+Gale Aug 2015 - Apr 2016New York, New York , UsPlease see above
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Strategy AnalystDigitas North America Jul 2013 - Mar 2015Boston, Massachusetts, UsLeveraged analytics and research methodologies (qual/quant) to improve landing page experience and creative performance in digital advertising. Client was one of the largest financial brands in the US. -
AnalystHavas Jun 2012 - Oct 2012Set up site analytics and made improvement recommendations.
Kevin Xiao Skills
Kevin Xiao Education Details
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Dartmouth CollegePolitical Science And Government
Frequently Asked Questions about Kevin Xiao
What company does Kevin Xiao work for?
Kevin Xiao works for Octave
What is Kevin Xiao's role at the current company?
Kevin Xiao's current role is Product Marketing, Creative Strategy and Brand.
What is Kevin Xiao's email address?
Kevin Xiao's email address is ke****@****uth.edu
What is Kevin Xiao's direct phone number?
Kevin Xiao's direct phone number is +1 646-935*****
What schools did Kevin Xiao attend?
Kevin Xiao attended Dartmouth College.
What are some of Kevin Xiao's interests?
Kevin Xiao has interest in Children, Economic Empowerment, Civil Rights And Social Action, Politics, Environment, Arts And Culture.
What skills is Kevin Xiao known for?
Kevin Xiao has skills like Data Analysis, Social Media, Photoshop, Research, Analytics, Strategic Planning, Public Speaking, Market Research, Google Analytics, Strategy, Digital Marketing.
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