Michelle Chen Email & Phone Number

New York, United States

New York, NY, US

New York, NY, US

New York, NY, US

Formerly White Label

Chicago, Illinois, US

Chicago, Illinois, US

CLIENTSEl Tesoro Tequila, Beam SuntoryLaphroaig Single Malt Scotch, Beam SuntoryHouse of Angostura

Chicago, Illinois, US

CLIENTSEl Tesoro Tequila, Beam Suntory Inc.Bowmore Single Malt Scotch, Beam Suntory Inc.Stories from the Still/Super Premium Gifting, Beam Suntory Inc.

St Louis, Missouri, US

• CLIENTSM-Industry - a global private brand CPG company; entity of the Swiss Migros GroupTeavana, Anheuser-Busch
• Developed strategy-based branding and retail solutions for the national launch of Teavana's Ready-To-Drink tea, building upon the success and learnings from our pilot and beating Year-1 pilot sales volume goals.
• Oversaw the strategic planning for M-Industry, creating a new umbrella brand to launch their products globally. Increased client trust and improved creative output through the introduction of new project management.
• Mentored Asst. Account Executives and Account Executives within the Anheuser-Busch, Inbev team, helping to grow their client-service and project management skills while also strengthening our core teams.

• CLIENTSBest Damn Brewing Co, Anheuser-Busch - InnovationsTeavana, Anheuser-BuschSOCIAL MEDIA STRATEGY
• Led the social media content strategy development for Best Damn Brewing Co., focusing on the client’s goals to increase brand awareness and trial while also working with media and PR partner agencies to create.
• Supported the launch of Best Damn Brewing Co.'s two new product varients through brand building, retail programs, and social media presence.
• Motivated internal teams to take strategic creative risks in shaping the lauch of Teavana's first Ready-To-Drink Tea, including the development of a new below-the-line creative look, stylizing product photoshoots, and.
• In collaboration with art directors and account planners, presented our creative thinking to clients ensuring client requests were met, creative decisions were supported in strategy and on brand, and additional.
• Planned and executed two trade show booths at Anheuser-Busch’s annual 2-day wholesaler conference - SAMCOM 2017 - including working with creatives, experiential managers, and third party vendors to manage the design.

• CLIENTSMichelob ULTRA, Anheuser-BuschOculto, Anheuser-BuschBRAND DEVELOPMENT & PROJECT MANAGEMENT
• Managed the development of Michelob ULTRA’s 2015 and 2016 Retail Plans - including the design and execution of a digital promotional program - helping to push the fastest growing U.S. beer brand (by volume) to 17%.
• Planned and assisted in Anheuser-Busch video production projects used for internal meetings and consumer facing social content. Responsibilities included brief writing, budget development, and overseeing on-site.
• Mentored the 2015 Summer Interns by advising them on agency functions, providing technical training, and overseeing their client-facing intern project. CLIENT SERVICES
• Grew strong client partnerships by always looking for other opportunities to support their brands such as introducing new agency capabilities and providing transparency in the management of client budgets.BUSINESS.
• Assisted in RFP's by helping to build cost estimates and timelines and collaborating in the strategic planning. BONUS

CLIENTSLandshark Lager - BTL creativeGoose Island Beer Co - Brand assets development and BTL creativeKirin Ichiban - BTL, experiential, content shoots, and social media

Parsippany, New Jersey, US

• Member of a lean yet powerful team of three to oversee the Rewards"R"Us loyalty program. I worked closely with the company's internal creative teams to develop campaigns and marketing collateral
• Increased membership of the Rewards“R”Us loyalty program through strategic acquisition strategies via digital, retail, and print campaigns.
• Collaborated with the GE Marketing team to build effective retail programs and communications, driving “R”Us Credit Card activations, profitability, and reuse during their first year of launch.