Mimi Chan Email & Phone Number

Grew Books events from $2.5B to $4B in two years.

Creating innovative integrated marketing campaigns with authors and influencers, and driving adoption of product features both B2C and B2B. Instrumental in 6+ bps increase in brand awareness 2019-2020.

Dallas, Tx, Us

Developed and executed a comprehensive marketing strategy that drove industry leading 33% market share, 27 point Net Promoter Score increase, and Asian American Advertising Federation Marketer of 2014. Thought leader for the Asian segment, presenting market insights and influcencing executives to secure priority, products, and budget. Accelerated the annual advertising budget from $300K to $5M over a three-year period.Launched five Asian Youth social media campaigns totalling 29+ million engagements. Away We Happened achieved 13MM views, engaged 450,000 Asian youth, and won the American Marketing Association inaugural Asian Community Effie in 2013.Delivered 6 annual sponsorship programs that creatively connected AT&T's brand with the Asian community with a 300% return on investment. Won Pro Awards for Best Holiday Campaign (June 2014) and Brand Activation Association Reggie Multicultural/Lifestyle Bronze Award (March 2014).Leveraged customer data to propose new Asian mobile plan feature . Led product positioning, marketing promotions, retail digital signage, and partnered with product, PR, and legal to launch and gain adoption.Created sales and marketing programs that increased call center close rates from low of 5% to 19%.Introduced and produced new in language solutions, assets, and collateral in stores and sales channels.Steered Request for Proposal leading to consolidation of agencies and reduced costs.

Dallas, Tx, Us

Crafted brand strategy for high growth segments, directed corporate media and event sponsorships, and led the company's first social media marketing strategy. Managed a five-person team and an annual budget of $14 million in promotions and $17 million in media.Grew the under 24 year old national market segment by 3.6M customers and 13% points of market share from 2004-2010. Spearheaded AT&T's first initiatives in social media, leading digital strategy, developing social media platforms and partnering with media and sponsorships. First to launch corporate facebook hub achieving 1.1M fans, customer care integration, and social shopping. Directed American Idol and Dancing with the Stars sponsorships with a cross functional team of over 50 members. American Idol was AT&T's largest yearly media sponsorship buy and the largest text campaign in industry with 145MM messages in 3 years. Created business case for mature market, securing $3.5M funding to launch new segment campaigns.Launched first phone marketed by a national carrier for kids under 12 years old. Partnered with product manufacturers in research and development, sales channels, and Mom influencers.

Dallas, Tx, Us

Crafted strategy and led cross functional teams to execute 15 programs including all elements of researchs and insights, product positioning, advertising, creative, collateral, communications, PR, systems implementation, sales operation, customer lifecycle management, budget, reporting, campaign production calendars and results analysis. Developed and implemented business partnerships and sponsorships. Rock the Vote contributed to a 1.5% increase in 19-24 year old market share and generated 1.4M text messages. American Idol generated 41.5M text messages. Won 1st place in the CTIA Marketing Awards in 2006 for American Idol. (The Wireless Association, originally known as the Cellular Telephone Industries Association)

Developed campaigns across consumer and business sales channels, exceeding revenue targets. Acted as single point of contact at headquarters for field marketing, leading communication, pricing & billing systems, advertising, direct mail, and collateral initiatives. Managed agencies, sponsorships, and $9 million budget for Hispanic segment marketing programs. Analysis, tracking, and reporting of market and program performance for 8 markets. Competitive analysis. Knowledge sharing of best sales practices across markets and nationally.Co-launched a new Hispanic segment marketing organization, hired an outside agency, and tested nine campaigns to assess revenue potential in the Hispanic niche market. Conducted primary research of customer needs in 5 markets. Managed $9.15M budget. Recruit, interview, and select candidates in team hiring.

Developed business and website strategies to drive sales leads. Executed operational improvements in sales process and customer communications.Planned and staffed promotional sales seminars and AT&T business tradeshow WAVE. Implemented legal industry direct mail campaign resulting in 4% close rate. Guided operation process for directing leads to sales teams and led the strategy for a dedicated sales lead referral center trial.Led business web site strategy. Wrote requirements and content for Internet web pages on Cingular.com, increasing web sales leads 100%. Designed, created and programmed business sales intranet web site, providing sales tools directly to account teams. Contributed to design of sales portal. Managed creation and transition of corporate customer extranet sales websites. Conducted web site usability testing. Marketing lead to interface with nationwide enterprise business channels. Established frequent communication process with sales and other functional areas. Developed sales tools including job aides, sales presentations, and collateral. Conducted sales and product training.

Dallas, Tx, Us

Managed key growth products from early development to end of life.Product Manager for eMessage: Performed financial modeling and managed a $10M budget. Launched a web order tool. Stewarded two market research studies and subsequently drove exit from market. Managed end of product life cycle nationally as leader of five project teams. This included successful channel sales shut down, seamless retirement of customers, negotiation of vendor contract to reduce liability by $1M, and final resolution of inventory through barter deal for complete recovery of $5.4M loss.Product Migration to Prodigy service: Analyzed transition needs across 13 states and implemented technical and customer communication requirements. Led human factors and usability testing which resolved 12 key customer usability issues.Product Migration to Webhosting.com: Analyzed national migration needs for 40K web hosting customers; planned and implemented technical, billing, and customer requirements; and developed customer communication plan through mass customer emails, FAQ, and web sites.Product Manager for Applications Service Provider (ASP) service: Analyzed financial business model; authored ASP marketing service description; and pursued strategic alliances for trial and full product deployment.Internet accessibility strategy and implementation: Completed accessibility assessment. Headed negotiations of Letter of Intent for Prodigy accessibility and secured final agreement for accessibility development and training including a $100K budget. Created mass email policy and administered process: Developed three mass customer communications. Completed nine promotional email campaigns and four product notifications with A/B Testing.Wrote competitive analysis for ISP, data and Internet appliances, and IP Infrastructure markets.

Dallas, Tx, Us

Launched eMessage dial-up product, designed channel rollout, and trained sales representatives.Marketing Manager for dial up interenet product: Created internet service provider marketing campaigns and incentive programs within sales channels. Developed and implemented Prodigy transition initiatives for 12 states.Launched eMessage product across 7 states: Designed channel rollout, trained sales representatives, developed promotions and price plans, and monitored performance.

Dallas, Tx, Us

Motivated sales and service team to achieve revenue goals, improving from bottom quartile to the top quartile in the Consumer Marketing Group.Coached, trained and developed a team of 20 billing and service representatives in customer contact and sales skills. Responsibilities included performance reviews, attendance management, labor relations, and customer escalations.Analyzed results and implemented sales strategy. Improved customer service contact efficiencies by 14% and achieved revenue results of $279,000. Sales Accelerator Project: Responsible for planning and implementing initiative to improve sales performance in four Offices. Coached nine performers to a 50-100% increase in revenue and four performers to a 200% increase. Consumer Marketing Group Business Project: Researched best practices and conducted focus groups. Wrote proposal for statewide sales process, including strategy for marketing of affiliate products. Presentation to President led to stewardship of time and motion study prior to statewide implementation.

Ba, Economics, East Asian Studies China

Education record