Mina Su Email and Phone Number

Strategically lead our global team to implement campaign marketing communication assets effectively and efficiently with flawless, timely execution. Identify opportunities and refine vendor model based on fiscal planning and strategy. Negotiate and approve contract/pricing. Optimize processes, tools & technology capabilities through management and governance.• Reviewed and optimized agency scope and financial model resulting in 23% annual savings.• Designed and project managed an operational team to create a suite of reports establishing the narrative of scoped Marcom production to the wider organization.• Developed critical business management system ensuring structured interlocks with cross-functional stakeholders i.e. regional demand generation managers, agency, etc.

Temporary assignment to review and consult on the commercial real estate company’s marketing strategy. Additionally, consulted across LD&C and 3 sister companies’ brand and website messaging. Re-designed LD&C website’s look and feel, messaging, and user interface. Created new messaging for sales RFP’s and developed investor communication strategy focusing on email communication and events. Drove investor leads resulting in a $3M industrial land development and construction project.

Managed global budget of $34M. Managed a global operations team of nine, focused on end-to-end processes, budget, analytics, agency/vendor, tools and technology, and translations management across multiple international offices. Delivered presentations to upper management, agency/vendors, and cross-functional marketing partners.• Planned, developed, and implemented strategic global Marcom projects to reduce agency cost structure by 35%.• Analyzed budget gaps to plan, evaluated impact to financial targets, and revised agency scope of work to hit plan targets.• Structured, planned and implemented organizational team changes resulting in simplified processes for team members to work across Americas vs. locally.• Led agency quarterly business reviews, discussed key strategic projects and product roadmap; collaborated to improve processes and team working relationships • Developed team member engagement and collaboration by creating productive and synergistic working environment/relationships.

Formed, developed, and managed a new organizational global team structure; team of 17 producing various Marcom, from offline to online demand generation channels for US and Canada. Managed all aspects of the North America marketing production process with agencies and internal stakeholders; ensured consistent, on-time delivery of error-free, Legal and vendor funding compliant Marcom that met the global creative and branding guidelines.• Managed agency transition by mapping out a clear transition, project plan; resulting in no down time of demand generation and with zero errors.• Maximized marketing cost and reduced cycle time by leading the Production and other internal teams to implement the standard production process and fully utilize defined workflow tools.• Formed strong working relationships with agencies (production, translation, printer, letter shop/fulfillment, postal, digital services) and engaged in regular production reviews to manage service level adherence, errors, Legal issues, expedites and production issues.

• Developed a Consumer loyalty strategy and program to help increase customer satisfaction. Built a pilot test and executed to understand the value of perks, surprise and delights. Worked with the Customer Experience team to evaluate Net Promoter Score and ultimately improve the score over time.• Managed Dell/(RED) programs and partnerships to build Dell brand lust to drive awareness and sales to fight AIDS in Africa. Developed and delivered a new product launch plan understanding what technology resonates with Gen Y audience. Identified Dell/(RED) customer demographics and developed a strategic marketing plan for offline and online channels.

Managed global brand guidelines by working with the regions and oversaw regions creative work to ensure Brand was consistent with the look and feel/campaigns. Managed all global assets i.e. photography, creative files, wireframes and developed web based architecture to organize all assets.

Executed strategic creative concepting, planning, guidance and production of Consumer direct mail. Identified direct mail campaigns via Customer Lifecycle Analysis i.e. acquisition, development, retention. Created the direct mail channel by developing a process and working on/testing campaigns that resulted in positive ROI. Developed and launched initial CRM programs that delivered over $8M in incremental revenue. Managed $25M annual budget for direct mail projects to drive demand generation and sales.

Ensured the Software & Peripherals (S&P) product lines met financial obligations (Revenue, Margin, Product Mix) for the $100M online business. Analyzed key online metrics such as Site Visits, Conversion, and E-penetration. Evaluated key pieces of online real estate, including financial performance, and made recommendations for improvements. Managed email campaigns, online advertising placements, affiliates, and Dell.com S&P site from a brand perspective, providing guidance on products and offers.