Michael Tsang

Michael Tsang Email and Phone Number

Digital Marketing Pro & Consumer Insights Enthusiast
Michael Tsang's Location
Greater Seattle Area, United States
Michael Tsang's Contact Details

Michael Tsang personal email

n/a

Michael Tsang phone numbers

About Michael Tsang

I'm passionate about understanding how the human mind works, and use that knowledge to help improve every aspects of our lives, whether it be a new product or service, public policies, or ways to effectively engage with each other to resolve differences. I'm energized by questions and love collecting fact-based information and synthesizing data into insights with practical implications. A great day at work involves brainstorming on hypotheses, performing analysis on data sets or observing interviews, gaining a piece of new knowledge, and checking off my to do list.My superpower is seeing what others don't, and it has led to a successful track record of developing and implementing strategies that resulted in significant improvements for the business while exceeding customer expectations. My friends and colleagues often describe me as someone with a strong analytical mindset to satisfy a deep intellectual curiosity, while professionally I'm also known for exhibiting a strong work ethics and integrity, being detail-oriented, and setting a high standard in the quality of my work. Supervisors see me as thoughtful, responsible, dependable, and with versatile skills to succeed in multiple roles.Specialties: Consumer Insight Generation / Digital Marketing / Brand Strategy / Market Research / Data Analysis / Competitive Analysis / Usability / Brand Development / Brand Management / Product Development / E-commerce / Digital Media / Content Marketing / Integrated Campaign / Project Management

Michael Tsang's Current Company Details

Digital Marketing Pro & Consumer Insights Enthusiast
Michael Tsang Work Experience Details
  • T-Mobile
    Digital Experience Manager
    T-Mobile 2019 - 2020
    Bellevue, Washington, United States
    Technology advancements in the last decade have dramatically increased media consumption, and the result is that consumers are more informed than ever. Considering the average person is exposed to over 5,000 brand messages a day, the implication is a less linear path to purchase that also extends beyond the traditional funnel. By offering a more personalized, customer-centric experience to managing customer interactions, businesses will benefit from increased satisfaction and brand advocacy, leading to higher sales while reducing cost.As Digital Experience Manager responsible for the overall direction, coordination, execution and operations of end-to-end customer experiences online, I was tasked with identifying experience gaps through consumer and market insights, generating hypotheses and creating test plans, partnering with design and technology teams to test assumptions using rapid prototyping, creating dashboard to track KPI, and acting as a business stakeholder in experience build out.
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  • T-Mobile
    Digital Marketing Manager
    T-Mobile 2016 - 2019
    Bellevue, Washington, United States
    The ability to connect and communicate is a fundamental part of how our society operates. In the digital age, telecommunications have become the foundation for businesses, communities, and families to seamlessly connect and share information. As mobile networks become ubiquitous, wireless carriers must differentiate themselves from competition by offering value-added services and a frictionless shopping experience.As Digital Marketing Manager I was responsible for driving qualified shopping traffic that lead to revenue growth and cost reductions. More specifically, I defined and executed the merchandising strategy as the go-to DMM for 4 Un-carrier Signature campaigns aimed at changing the wireless industry for good, launched price promotions and analyzed key metrics for campaign evolution, managed messaging updates for voice plans, led Plans site redesign and migration to Adobe Experience Manager, and launched new segments and portfolio extension online.
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  • Independent Consultant
    Brand Strategist
    Independent Consultant 2014 - 2015
    Seattle, Washington, United States
    After relocating to Seattle for family reasons, I accepted invitation from an old colleague to collaborate on projects that leverage my expertise in brand management and campaign strategy development to address specific challenges faced by the clients, including: • Created brand strategy framework to guide digital experience development for the tourism bureau of a major US city • Developed campaign strategy and annual digital media plan for an European luxury goods brand that wishes to re-position itself in the Chinese market and improve saliency and visibility of the brand among its target audience • Provided brand consulting service for a leading Chinese chemical company as the client shifts its focus from B2B to B2C; deliverables included business plan review, brand audit, brand positioning, and marcomm plan
  • Capital One
    Manager, Consumer Insights & Brand Strategy
    Capital One 2012 - 2013
    Richmond, Virginia, United States
    Capital One uses proprietary Information-Based Strategy (IBS) to help create credit products for various segments, but in order to translate product features into value propositions that emotionally connect with customers, the organization must understand the consumer segments beyond credit history and purchasing habits to uncover key drivers of financial decisions.As Brand Strategy Manager, I managed segment insights agenda to inform business planning and fuel product pipeline, influenced the acquisition experience to drive business growth and profitability, and supported positioning and merchandising strategy development for new products. More specifically, I led a marketplace segmentation study to identify underserved segments as proprietary sources for growth, conducted trade-off study to prioritize product features, produced and maintained library of artifacts as single source of truth for customer knowledge, and led formative evaluation to assesses and fine-tune creative messaging.
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  • Capital One
    Brand Manager, Channel Acquisition Marketing
    Capital One 2010 - 2012
    Richmond, Virginia, United States
    As a financial services provider, Capital One pioneered an innovative approach to targeted marketing, based on collecting and analyzing large amounts of consumer data to tailor products and services to the individual consumer. A critical aspect of this information-based approach is persistently scrutinizing consumer interactions to uncover opportunities for incremental improvement in the shopping experience.As Brand Manager responsible for driving digital customer experience roadmap and expanding digital capabilities for customer acquisition, I led a SCRUM team to completely overhaul Capital One Card's online application, launched new mobile capabilities, and developed merchandising strategy for new product and features, resulting in: • 220K incremental accounts booked via the new online application, valued at $44 million annually • 15% of total new bookings online via mobile channel • 40% improvement in marketing efficiency for the new Student campaign vs. benchmark • Winner of 2012 Circle of Excellence Award
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  • Life
    Vagabond
    Life Jun 2010 - Sep 2010
    Asia
    Backpacking through Mongolia, China, Tibet and the Ancient Silk Road.Best job I've ever had!
  • Mazda North American Operations
    Manager, Digital Marketing
    Mazda North American Operations 2007 - 2010
    Irvine, California Area
    The transition to Digital Age kicked into high gear as broadband technology matured and social media emerged as a new marketing channel. To successfully navigate these uncharted waters, businesses rely on a comprehensive strategy to make decisions on digital capabilities that deliver an amazing shopping experience.In my first role as people manager, I established business priorities and stretch goals, collaborated with IT on technology roadmap, integrated multiple agency partners into one cohesive team, created a team culture where decisions were driven by empirical data, focused on incremental improvements through Test & Learn, and delivered the Best-in-Class digital shopping experience that led to: • 10% annual increase in online traffic and 61% increase in KPI • 40% increase in lead volume delivered to the retail network and a 70% increase in online sales • 15% reduction in production cost thru Test & Target programThese successes led to Mazda being awarded 2009 Online Marketer Of the Year by J.D. Power and Associates.
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  • Mazda North American Operations
    Interactive Marketing Specialist
    Mazda North American Operations 2003 - 2007
    Irvine, California, United States
    Do you remember what eCommerce was like in 2003? It didn't exist! Facebook? It was called FaceMash and got some college kid in trouble. What about the first iPhone? 2007! In a span of less than 4 years, we went from browsing static web pages on desktops to placing an order directly from mobile devices. As consumers shifted to shopping online, a business's website became an important marketing tool to engage with prospects and generate sales leads.As a member of the nascent Digital Marketing team, I built a class-leading online shopping experience that resulted in a 61% improvement in KPI, and launched the industry-first mobile experience that exceeded lead generation objectives by 120%. My key accomplishments include: • analyzed site metrics and created user personas and use cases to inform website redesign and mobile technology prioritization • led UI redesign to resemble the new brand identity, managed new content creation to reinforce Brand Positioning, and led effort to update site architecture so information are organized hierarchically to facilitate down-funnel conversion • supervised suppliers in day-to-day operations of website and marketing program deployments, including: content updates, model year refresh, new product launches, Marketing program launches, Pricing updates, defect resolution, Shopping Tools enhancements • Co-authored operational procedures that reduced delivery time significantly
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  • Mazda North American Operations
    Consumer Insight And Brand Strategy Specialist
    Mazda North American Operations 2000 - 2003
    Irvine, California, United States
    You hear it a lot in business: even great marketing can’t help a bad product, but what about the opposite? You know, the awesome product or service that just doesn’t have the marketing muscle to breakthrough the clutter? Many toil in anonymity before fading away, but beloved niche brands develop and execute a well-defined brand strategy focusing on a unique target to improve consumer experience, competitive advantage and brand equity, leading to greater financial performance over the long term.As a Brand Steward, I developed key insights for the Brand Strategy framework and supported the operationalization across the organization, including: • Designed and managed segmentation study to identify a viable target segment, and created Persona for the development of the new Brand campaign • Designed and supervised positioning clinics and copytesting to inform Go-to-Market strategy for new brand campaign and new product launches • Managed brand tracking studies and analyzed marketing program performance to inform marketing strategy • Collaborated with retail network to improve customer experiences at POPAs a result of this synergy, brand affinity improved 40%, sales satisfaction improved 25%, and brand identity recall reached #2 (out of 37) in industry.
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  • Mazda North American Operations
    Product Research And Development Specialist
    Mazda North American Operations 1998 - 2000
    Irvine, California, United States
    Did you know auto manufacturers take 5+ years on average to bring a new product from concept to market? This long process means product planners need a way to see around the corner and anticipate how consumers preferences will evolve. Some planners use crystal balls to tell the future, but successful ones leverage research to help guide new product development and product in-cycle refresh.As Research Specialist for R&D, I implemented a new system that generated valuable consumer insights in support of major development gateways, resulting in structural change of the product development process and 20% savings in annual research spending. More specifically, I developed a learning agenda for each R&D gateway, determined the appropriate methodology for VOC input, supervised suppliers in data gathering, and delivered actionable recommendations to effect product development, including: • concept exploration • secondary research • ethnographic studies • static design clinics • dynamic drive clinics • pricing elasticity and Conjoint studies • Buyer/Rejector StudyThese efforts led to a new generation of brand icons such as MAZDA3 (2004 Car & Driver 10Best), RX-8 (2004 North American Car of the Year Finalist), and MX-5 (2006 World Car of the Year Finalist). More importantly, my effort raised the profile of the Research team and resulted in VOC being incorporated as one of the KPIs for development advancement.
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Michael Tsang Skills

Positioning Conceptual Studies Market Channel Secondary Sources Sales Imagery Market Research Competitive Analysis Digital Marketing Return On Investment Driving Successful Track Record Elasticity Customer Management Cross Functional Team Leadership Segmentation Organizational Structure Data Conversion Diagnose Brand Strategy Management Revenue Design Voice Tracking Brand Management Bookings Digital Channels Consumer Insight Accounting Primary Research Execution Agenda Digital Strategy Profit Secondary Research Networking Foundation Forecasting Mazda Strategy Creative Solutions Media Planning Branding Strategies Acquisitions Customer Insight Buying Testing Reinvention Campaign Management Contract Negotiation Extract Product Development Research Capital Campaigns Advertising Agency Concepts .net Behavior Analysis Power Growth Initiatives Real Time Web C Retail Fix Protocol Accountability Applications Persona Business Development Modeling Mobile Platforms Advertising Lead Generation Strategic Planning Developing Marketing Operations Suite Marketing Market Testing Social Influence Pipelines Project Planning Philosophy Marketing Professional Analytics Static Shopping Media Pricing Conjoint Analysis Websites Responsibility Mobile Internet User Interface Customer Experience Targeted Advertising E Commerce E Business Roadmap Clinics Art Intelligence Funnel Portfolio History Interfaces Mobile Marketing Business Insights Integrated Marketing Marketplace Financial Services Equities Interactive Marketing Business Planning Profiles Platforms Social Media Marketing Budgets Optimization Cluster Analysis Marketing Strategy Research Projects Mergers And Acquisitions Population North American Evaluation Consumer

Michael Tsang Education Details

Frequently Asked Questions about Michael Tsang

What is Michael Tsang's role at the current company?

Michael Tsang's current role is Digital Marketing Pro & Consumer Insights Enthusiast.

What is Michael Tsang's email address?

Michael Tsang's email address is mt****@****bal.net

What is Michael Tsang's direct phone number?

Michael Tsang's direct phone number is +195448*****

What schools did Michael Tsang attend?

Michael Tsang attended University Of California, Santa Cruz.

What skills is Michael Tsang known for?

Michael Tsang has skills like Positioning, Conceptual Studies, Market, Channel, Secondary Sources, Sales, Imagery, Market Research, Competitive Analysis, Digital Marketing, Return On Investment, Driving.

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