Robin Choe Email & Phone Number

Seattle, Wa, Us

• As part of the Amazon Smart Vehicle (ASV) leadership organization and head of marketing, I oversee all key functional marketing areas globally: including product, partner, growth, event/industry marketing to drive awareness, registration, and engagement with Alexa in/out of the vehicle.• ASV Marketing develops customer and OEM insights to inform our product/feature target preferences and key marketing messaging through multiple media channels including Paid, Owned & Operated, Industry Events and Panels, and OEM marketing channels. • Focus on scaling partner marketing globally through effective registration campaigns leveraging OEM channels and co-marketing funds. Drive marketing efficiency through DTC channels and create reasons to use Alexa Auto more through skills marketing that result in monetization and habitual usage.• Inspire a high-performance team to continually come up programs, campaigns, data driven experimentation that lead to impactful product improvements, delightful features, customer impact and positive brand experiences to drive the flywheel.

Seattle, Wa, Us

• Lead and scale a team of growth marketers that drive awareness of Alexa Auto and discovery of in-car Alexa products and skills, while driving ongoing customer acquisition, registration and engagement through paid, organic, and O&O campaigns/channels.• Develop efficient media content and plans across offline, O&O, Email, Social, Digital, Online video and mobile channels; Identify and develop audience targeting utilizing 1P and 3P data sources.• Own customer registration and engagement media budget and KPI’s, including Cost per Acquisition campaigns, social influencer campaigns, and targeted paid media campaigns to attract passionate drivers to Alexa eligible vehicles.• Lead registration. engagement forecasting, and goal setting across Alexa auto. Own key engagement goals and inputs that is presented to executive leadership on a regular basis.

Santa Monica, California, Us

• Responsible to define and implement the Ring global e-commerce strategic vision and goals. Key stakeholder in shaping the growth strategies and operating model to unlock top line growth and cost efficiencies through existing and new locales. • Manage the e-commerce platform and system architecture to build scalable solutions that grow the business. Objective is to continually improve the site experience, merchandising, SEO, content, analytics, conversion, and order fulfillment/ logistics. • Manage internal team and external partners to provide technical solutions through creative product functions/features, while developing best practices. Work collaboratively with cross functional stakeholders to increase brand engagement and enhance customer experience.• Meet e-commerce financial objectives through annual operating plan forecasting, budgeting, and results analysis. • Interim head of sales and channel marketing from Feb-May. Established clear KPI’s, goals, and shared mission, vision, and values across the team. Worked with key accounts and sales leadership to establish strategic joint business plans, improve partnerships, and execution at retail. The outcome was increased accountability, morale, and greater cohesion across the team.

El Segundo, California, Us

• As one of Mattel’s strategic corporate priorities, responsible to drive Mattel’s E-commerce vision and roadmap to enable growth in sales, engagement, and conversion across all owned websites (DTC) and retailer websites, through digital customer marketing efforts, performance marketing capabilities, and digital operations delivering over ~$600M in POS value.• Manage US and Global Website/DTC, performance marketing, and digital retail customer strategy along with strong partnerships across various partners, platform, and migration projects. Lead all Ecommerce merchandising efforts to drive global consistency across all touchpoints.• Member of Amazon global council, responsible to drive global best practices and go to market strategies across key brand and retailer moments. • Manage team of 40 members and executive sponsor for Digital COE.

El Segundo, California, Us

• Responsible to drive growth, scale, synergy, and market share in North Asia cluster. Lead all functions and P&L, along with 70+ employees across four markets. Additionally, drive regional JBP strategic partnership with biggest retailer TRU APAC.• Delivered highest OI in 2018 across APAC region (Korea and Taiwan) based on strategy to deliver profit and scale. Transitioned business model and now recognized as case study for company to benchmark. • Oversee and manage strategic partnership across licensors, licensees, distributors, retailers. Manage over 50 staff across the North Asia cluster.

El Segundo, California, Us

• Responsible to aggressively grow and create sustainable Korea business through effective P&L management across toys and licensing categories while managing all functions (sales, marketing, customer marketing, finance, supply chain, and HR). • Grew Korea business by +20%in first year while developing solid vision, values, and leadership across organization.• Continually assess analyses on various category/customers/business metrics to implement innovative initiatives driving productivity, distribution and sales. Instituted the utilization of Nielsen data to learn, leverage, and apply in action plans. • Led, negotiated, and brokered first ever complex deal in Korea approved by the Board of Director’s which includes M&A, global licensing and local distribution deal valued at over $100M+. Involved in the deal-making process from start to finish. Link to deal: http://news.mattel.com/news/mattel-expands-presence-in-south-korea • Designed post deal integration plan, implemented staff realignment initiative, and developed highly motivated team utilizing extensive coaching & counseling. Responsible for leading multiple project teams of over 100 people across various partnerships, functions, and markets to ensure alignment, integration, and scale globally and efficiencies locally.• In charge of leading and facilitating the product and design development process between Mattel and our licensor/partner to identify new IP/category and co-development opportunities for future global launches.

El Segundo, California, Us

• Selected as first ever regional accounts and customer marketing lead for Asia Pacific to develop vision, organization, structure, and talent to create a competitive advantage for Mattel. Integral member of the Asia Pacific leadership team.• Strategically lead regional key customer management (Toys R Us, Tesco, and Walmart) through instituting joint business plans and scalable initiatives to drive greater partnership and collaboration in achieving aggressive growth targets. As main point of contact, actively manage regional relationships with senior leadership at key retailers through disciplined JBP process. The value of JBP across the retailers is a combined $30 million in incremental sales.• Lead and manage relevant branding, strategy and customer marketing initiatives across key channels and ecommerce retailers in the fastest growing region for Mattel, Asia Pacific.• APAC e-commerce lead responsible for driving functional excellence in e-commerce strategy, planning, execution, and analysis. Hosted the first ever global e-commerce summit to learn, leverage, and apply best practices globally. Invited guest speaker CMO Alibaba (aka Alimama) to come speak on e-commerce strategy and big data marketing platform.• Developed and execute visual merchandising, customer and category plans, and brand fair trade shows to drive greater sales and engagement with shoppers and customers across Asia.• Delivered business intelligence, leverage insights, and share best practices drive relevant action plans for emerging markets like China, Indonesia, and India working with external data platform providers. • Led the redesign, standardized and enhanced POS portfolio reporting; increased POS coverage across APAC by +20% while reducing report production time by -75%.

El Segundo, California, Us

• Developed and implement break frame integrated marketing programs at Walmart across billion dollar brands such as Barbie, Hot Wheels, and Disney through combining our JBP partnership, category captain, and insights led projects (i.e. Store of the Future and Digital). Marketing programs were designed to catch consumer attention, drive shopper satisfaction and increase incremental purchases.• Partnered with agencies to create, develop, and execute marketing plans to increase sales and brand promotions. Ensured messaging and creative are consistent with overall brand strategy. Managed a budget of over $5 million including ROI effectiveness. Managed the creation of innovative merchandising solutions in-store and on-line (valued over $300MM).• Managed branding, strategy and customer marketing initiatives across Emerging Channels valued over $645MM. o Expert and strategic leader for Amazon promotions and e-commerce analytics (Amazon up +43% vs prior year).o Champion large scale multi-channel brand programs which increased total sales +21% in the past two years • Executed customized product strategy across Emerging Channels driving productivity and distribution (worth $113MM).• Partnered with cross functional teams to develop retailer programs and garner internal support to drive incremental volume. Influenced and garnered funding of $10MM from key functions while leveraging and partnering to execute at a high level.• Established partnerships with blue chip partners like Kellogg’s, Disney, Kimberly Clarke, Nestle, and studios to develop promotional tie-ins and incremental revenue streams worth over $10MM. • Supervised, coached, and mentored bi-coastal teams, who produced retail brand campaigns featured as best in class on instoremarketer.org. Programs accounted for over $12MM in revenue.• Awarded Strategic Sales Planning MVP in 2009, only one year into the job, a coveted award in the Sales organization.• Promoted to Director from Senior Manager in 2010.

• Provided strategic development of key title and account specific programs for WWE & ESPN DVD’s ($100MM in revenue).• Increased category sales by +16% in a DVD market down -6%. • Created innovative retail promotions for various accounts including Wal-Mart, Target, Best Buy, Kmart, Costco and Amazon.• Led the promotional marketing efforts for WWE growth at Wal-Mart leveraging multiple WWE licensees and categories. This resulted in the first time ever placement of a multi-category pallet worth over $20MM in retail revenue.• Served as a category advisor for Wal-Mart’s ESPN DVD section. Increased SKU count from 8 to 25 SKUs.• Implemented WWE section at Kmart through DVD category signage, shelf strips and incremental catalog promotions. Increased SKU count from 6 to 10, while seeing a lift of over +70% in overall sales.• Managed staff of one. Also managed relationship with WWE, ESPN and various vendors.• Awarded WWE Retail Marketing MVP in 2008.• One of a handful of industry veterans recruited to build a start-up DVD distribution company. Gained extensive entrepreneurial experience and a unique skill set in building a business from the ground up. Company grew from a $34MM company to a $700MM company in two years.• Implemented sales reporting tools and analytics leveraging POS, retailer systems (Walmart Retail Link, Target, and Kmart systems), and Nielsen data platform to track performance internally and competitively through extrapolation methodology based on comps, genre, seasonality, and etc.

New York, Ny, Us

• Provided sales planning & operational reporting while supporting sales teams for 5 key retailers (Best Buy was #2 retailer). • Increased sales by +34% and climbed a share point to become the #3 manufacturer in the DVD industry.• Responsible for delivering actionable business plans & monthly reviews to senior management and retailer partners. • Developed retail performance analyses that drove business decisions. Forecasted and tracked sales and inventory of studio promotions, by implementing knowledge of seasonality, comparative titles, initial placement and other factors. • Awarded Vendor of the Year Award by Best Buy and Fred Meyer in 2005.• Promoted from Analyst to Assistant Manager in 2004. Shortly promoted to Manager in 2005.

Au

• Ran weekly reports for various retailers to analyze retailer’s performance through scorecards, returns summary, and any open-to-buy issues (Wal-Mart, Target, Kmart and all POS accounts).• Execute orders, replenishments, sales reports, and create store-level allocations for Fox and Universal Home Entertainment in Australia. Dealt with clients daily to meet the needs of largest retailers (Target, Kmart, and Big W).

Mba

Bs, Business Administration, Concentration In Marketing