Lloyd Shin Email & Phone Number

Greater New York City Area

As a senior staff member on the AP Program Delivery team, work collaboratively with program executives to guide the ongoing development and operations of the AP Program. Lead AP Program Information unit, responsible for ensuring that educators, students, and the public receive information about AP that is effective, accurate, usable, and consistent. Manage team of 8 (5 direct reports).- Served as program lead on cross-functional workstream charged with preparing schools to administer contingency at-home digital AP Exams to more than 1.8 million students in 2021. Wrote or shaped nearly all public-facing content, including the Digital Testing Guide used by 78% of AP schools.- Developed and executed an integrated communications strategy to drive awareness and adoption of new fall exam registration procedures and full-year instructional supports in 2019. 17,700 schools ordered 5.4 million exams by the new deadline, exceeding organizational targets. Commissioned leading strategy and research firm to develop messaging and positioning for the launch announcement. Developed and maintained a “gold source” messaging and FAQs document which became the backbone for communications, outreach, and customer service training.- Achieved significant improvements in email planning and performance. At the request of the CEO, I co-led a project to reduce blast email volumes, achieving an 11% reduction company-wide in 2017. From 2014 to 2017, open rates for AP transactional emails went from 29% to 51% and click-through rates went from 8% to 16%.

Greater New York City Area

Lead Program Information unit, one of four units that comprise the Advanced Placement Program. Serve on AP’s senior leadership team, responsible for developing annual strategic plans and budgets, managing the program’s performance against strategic objectives, and representing the program to other divisions. Ensure the accuracy, consistency, and alignment of key strategic messaging across all audiences and communication channels. Review and source content and data developed for the media. Manage and develop team of four.- Led content track for a new online score reporting application that served 2 million students in its first year.- Developed How to Start an AP Course toolkit for schools and districts in just six weeks.

New York, New York

Develop and implement comprehensive, integrated communications strategies that advance the AP Program’s goals and mission, effectively manage change and risk, and optimize relationships with constituent groups. Coordinate all strategic communications for AP. Establish communications approval processes and protocols to ensure accuracy and company-wide alignment in the way that policies and positions are communicated externally. Served on AP’s senior leadership team. Lead and develop three staff responsible for AP strategic communications and print/electronic exam administration communications.- Commissioned on-demand training for school AP coordinators unable to attend in-person workshops. Was completed in one month at 25% of the original budget and attracted 1,000 visitors in the first month.- Achieved $365,000 in cost savings for operational publications.

Led development of publications and communications products essential to the annual cycle of operations of the Advanced Placement Program (AP). Ensured the accuracy and consistency of program policy and information, continuously improved materials, and identified cost savings opportunities. Devised new communications campaigns as needed to support program initiatives, mitigate operational failures, and address emerging strategic needs. Served on AP’s senior leadership team. Supervised two associate directors.- Served as program publications lead for major initiatives to streamline exam packaging and redesign exam materials in support of rollout of multiple exam forms.- Partnered with operations team and vendor to refine publications quantities and reduce overage/waste. Most notable success was distributing 95.6% of the 3.4 million copies of our student bulletin.

Managed team responsible for the successful release of AP operational publications and communications to nearly 18,000 schools and 1.8 million students annually. Monitored vendor work plans, production schedules and related budgets. Contributed editorial, communications, and policy expertise on project teams.- Achieved more than $420,000 in recurring cost savings for AP operational publications and communications.- Championed transition of AP nonstandard administration reports to downloadable PDF model. This enhancement allowed schools to access these reports earlier, eliminated two mailings and related processing, and saved $37,000.- Developed new marketing brochure, Choose AP, which has reached 200,000 students annually since 2009. Guided this piece through all phases of development, including concept development, content development, design, and editorial.

Oversaw annual development and production of primary AP operational publications, comprising 14 titles (more than 1,000 pages). Approved all operational communications, including mailings and e-newsletters. Advised internal staff on program’s editorial and visual style, voice, and messaging.- Served on cross-functional team responsible for developing a 5-year vision and strategy for the AP Program. Led effort to baseline program capabilities – interviewed all levels of staff and created 38 process maps for key AP functions. Developed education technology trends analysis and presented it to senior management.- Planned and enacted communications campaigns (printed manual, flyer, mailings, emails, web content) for inaugural AP Course Audit curriculum review that reached more than 100,000 educators.

Served as lead editor for student content on collegeboard.com website. Wrote or commissioned original content for college-bound students, with focus on applying to and paying for college. Managed content in Vignette. Coordinated weekly production of email newsletters for education professionals and launched campaigns via Kana Connect. Produced journalistic content for MyRoad.com’s online magazine, Insights — supervised two writers and a copyeditor, conducted background research and interviews, and secured permissions and images.- Conducted six-month overhaul of student content for site redesign. Created work schedule. Supervised work of online editor. Updated all articles with new content and navigation features, and replaced all hard-coded links with Vignette-managed links. All deliverables completed on schedule. - Managed large-scale email marketing campaigns for high school student audience. Achieved 50%-65% open rate for HTML emails, 5%-15% click-through rate, and .2% unsubscribe rate for average circulation of 350,000-1 million students per campaign.- Represented collegeboard.com at national education conferences. Demonstrated the website, answered questions, and captured customer concerns. Summarized customer feedback for marketing lead.

Assisted HR administrator at AXA Client Solutions with all aspects of new hire orientation and paperwork. Processed background checks. Assisted in-house recruiters with special projects and requests.

Provided educational intervention to clients using company’s proprietary methods. Paced clients through programs. Administered and scored diagnostic tests. Trained and supervised clinicians.

Graduate Course Work, English

Presidential University Graduate Fellowship

B.A., English

Dean's List 1993-1995

Education record

Edward Tufte: Presenting Data and Information Management and supervisory training: Supervisory Skills, Conflict Management, Balancing.