Rowena Chang Email and Phone Number

• Developed and executed the go-to-market strategy for Max launch (70+ tactics), exceeding 30 and 60-day migration goals for 4 accounts• Shaped brand messaging and creative across customer touchpoints, hitting XX million subscribers with always-on earned & paid campaigns for Barbie, True Detective, House of the Dragon, The Penguin and more

After finishing my Fulbright scholarship, I spent 2 months solo traveling and backpacking around Asia, visiting Singapore, Malaysia, the Philippines, South Korea, and India.

• Selected as 1 of 12 Fulbrighters to serve as a U.S. cultural ambassador in Thailand and to teach English to 200+ high school students • Published 4 articles on race & culture for Chiang Mai CityLife, generating 15,000 clicks, and copyedited 2 articles on local politics

• Built the content ecosystem program from the ground up, leading 20 projects to improve the algorithm and the user/creator experience • Expanded the program to CA/AU/NZ by drafting market roadmaps, assessing business requirements, and making business cases
• Led global, cross-functional teams with 17 leads in 3 countries, setting benchmarks, leading business reviews, and unblocking issues • Executed 3 content accelerator programs by crafting program strategy, providing creative feedback, and spearheading postmortems
• Implemented 4 Tableau dashboards to inform program strategy, identify notable creators and content formats, and track performance • Provided weekly quality assurance for all projects and issued critical feedback to improve accuracy and productivity

• Competitively selected as 1 of 10 podcasts nationwide to work with Spotify and a production company in a podcast accelerator program • Co-produced a pilot episode with Wonder Media Network about Chinese history and immigration, winning a $8000 grant from Spotify

I specialized in social media copywriting, research & data analytics, and strategic campaign development to provide accurate and timely messaging in our ever-changing world.• Launched TikTok growth strategy and managed daily social media calendar for Instagram, Twitter, and Facebook (combined social audience of 6M, achieved over 280M impressions) • Planned and executed 5 monthly campaigns, including messaging, cadence, copywriting, and data analysis — with a focus on the 2020 presidential election• Delivered industry and performance analysis reports to senior management and make optimization recommendations for engagement

• Owned the product vision, go-to-market strategy, roadmap, and branding of a farmers-to-consumers delivery app, managing 4 analysts • Drove product-market fit by understanding the target user, user journey, and pain points through research, 40+ interviews, and surveys • Conducted market sizing, market landscape analysis, and competitor product benchmarking to inform product decisions• Designed app wireframe, mock-up, and prototype using Figma and iterated upon feedback to improve the user experience and interface

I spearheaded buzzy marketing strategy development and creative execution for our scripted and reality programming, including Top Chef, Project Runway, Real Housewives franchise, and American Ninja Warrior Junior.• Executed 10 media plans with social, digital, OOH, programmatic, and experiential activations, yielding 1.2B impressions• Produced 5 reports on show performance using competitive research to inform senior marketing leaders on innovative marketing strategies• Managed the content calendar for Project Runway, including monitoring community engagement, tracking conversations, performing social listening, and escalating issues• Analyzed show performance with Adobe Analytics (Domo) and DAVD (Tableau) to portray data stories and strengthen targeting• Advocated for greater diversity in children’s television to SVP by proposing 5 recommendations based on my quantitative research• Produced 2 large-scale experiential activations by securing barter partnerships, managing influencer programs, and supporting on-site

I directly supported the Senior Vice President of Brand Partnerships to cultivate relationships with brand marketers and agencies to generate revenue and create marketing opportunities for Atlantic Records' roster of artists.• Cultivated relationships between artists, global brands, and advertising agencies to develop multi-million dollar partnership campaigns• Created 10 pitch decks and one-sheets to use in artist presentations and sent out a weekly team newsletter of 8-10 brand partnerships

Empowered by NPR's mission to create a more informed public, I developed 20 strategic partnerships valued over $1.5M to support public programming. Clients included Google, Spotify, JPMorgan, Morgan Stanley, American Express, Marriott International, and Comcast.• Executed, managed, and optimized online campaigns for clients (e.g. auction/exchange-based performance media, audience-based buying, remarketing campaigns) • Developed client-facing campaign performance reports and handled daily campaign maintenance• Assessed the inventory availability and formulated proposals for new campaign opportunities• Spearheaded LinkedIn lead generation campaign with 15% conversion through cold-calling and prospecting 1500+ small businesses

I strengthened relationships with 30 clients through creative partnerships and event activations. I designed marketing collateral for sales teams and helped plan 7 offsites, including annual upfronts, 4 Trivia Nights, and the People’s Choice Awards’ client experience.• Managed the delivery of creative assets, insertion orders, and all relevant documentation for all campaigns• Strengthened relationships with 30 top-spending accounts and 400 clients by hosting 7 off-sites, including the People’s Choice Awards • Produced 20 sizzles, one-sheets, and tentpole programming decks to highlight integration opportunities and growth strategies • Coordinated all inbound content/project requests for 20 sales reps and routinely updated sales materials for 100 shows across 2 verticals

I spearheaded account research, outreach, and set-up and pitched new titles to existing accounts. I was mentored by the Chief Digital Officer on leadership development and management.• Maintained weekly client engagement & account management with 25 accounts and conducted 400+ cold calls with competitive selling• Prioritized 3 campaign reviews for key client stakeholders, uncovering insights and tailoring performance-enhancing suggestions• Identified 30+ promotional opportunities per week for custom book deals across categories including Health, Culinary, Business, etc.• Forecasted and presented sales numbers based on marketplace trends and account buying patterns at monthly sales presentations• Drove business development by spearheading new account research and outreach, successfully setting up 15 new premium accounts

Story & Verse is a brand strategy and innovation consultancy inspired by brands, people, and culture. I worked across each of its 3 arms: Insight (consumer and market research, cultural trend prediction, brand analyses), Strategy (targeting, positioning, and implementation), and Innovation (product/service conceptualization and pitching). • Unearthed 25 emerging cultural trends about Gen Z consumers for the annual company presentation to 30 Fortune 500 companies• Developed 3 unique brand strategies and architectures to reposition global food and beverage brands for American audiences• Recommended VR and AR strategies to a major media company to target Gen Z audiences• Composed 4 detailed industry analyses of 80 brands through consumer and competitive research to identify growth opportunities

WYSE is a national nonprofit focused on female mentorship between college women and middle school girls. I created WYSE’s first mentor-training portal that contains 100+ teaching resources for the nonprofit’s 11 chapters. This portal is consistently updated and utilized by WYSE mentors in classrooms across the U.S.• Authored new gender & sexuality curriculum by collecting 100+ teaching resources, overhauling nonprofit’s 25-year old program• Directed research on user experience and usability designs to create a WordPress portal for the 13 national WYSE chapters• Repositioned brand to emphasize community-building by composing the first female-to-female mentorship handbook

I conducted lead sourcing and outreach for 1500+ NYU Stern alumni working in companies related to sustainability. This database has been continuously used by the department and student organizations to coordinate alumni outreach, plan curriculums, and serve as a resource for students pursuing sustainable business models.

I created engaging content and posts across NYU Stern’s official social channels (17,000+ followers) and website, including conducting monthly interviews with students for the “Humans of Stern” series and documenting tentpole events for current and prospective students.

Our team created modules on finance, accounting, and marketing and shared these resources with the leaders of three businesses in Ghana. I also taught English to primary and secondary school students and worked alongside the villagers to improve the educational environments for students. This included setting up the village’s first library and the first computer lab.