Shian-Li Tsang Email & Phone Number

New York, Ny, Us

New York, Us

Accountable for leading the Consumer Products Marketing division, directing, developing, and implementing the Global Paramount marketing strategy across brands and lines of business. Managed a team of 15+ skilled and creative employees overseeing three functions: Social + Influencer, Go-to-Market Strategy, and Retail marketing. Ultimately accountable for ensuring Paramount consumer products brands were brought to life globally for the consumer through high-impact omnichannel retail activations, best-in-class social and influencer marketing, and new and prioritized intellectual property (IP) that generated value for the organization, its licensees, and retailers.

Billund, Dk

Responsible for directing, developing, and implimenting the Global LEGO retail marketing strategy for shoppers in the Americas region across business units, including the U.S., Canada, and Latin America. Orchestrated go-to-market plans with Americas brand marketing teams to land key brand moments with impact, ensuring a unified LEGO experience for shoppers across owned, earned, shared, and paid channels. Led and developed a team of campaign managers focused on creating innovative brand engagements that acquired, retained, and endeared shoppers to the LEGO omni-channel retail experience, concurrently building the brand and driving the commercial business.

Herzogenaurach, Bavaria, De

Successfully landed the adidas Global Newsroom vision in North America, operating Newsrooms in three key U.S. cities. Provided strategic consultation to brand activation and category business partners, ensuring adidas deployed paid and earned media efforts that leveraged the most innovative social, influencer, and content strategies. Led a large team to deliver seasonal publishing programs for all adidas business units across the Global Newsroom ecosystem, including digital publishing (paid and organic social), asset publishing (athlete, entertainer, and micro influencers), and public relations (brand and product).

Coraopolis, Pa, Us

Directed all marketing programs and plans for the softlines categories of business (Athletic Apparel, Athletic Footwear, Outerwear, and Accessories), such as orchestrating go-to-market strategies, developing consumer-driven and data-influenced activation plans, and delivering on established objectives and key performance indicators (KPIs).

Coraopolis, Pa, Us

Led and operated the marketing division for Field & Stream stores (a Dick’s Sporting Goods specialty retail start-up), directing a team of Marketing Managers and external agencies, owning the development and execution of all consumer-facing brand programs: advertising and promotions, branded content, customer relationship management (CRM), research and insights, traditional and digital media planning, public relations and social media engagement, and sports/athlete and community partnerships.

Coraopolis, Pa, Us

Built and drove the ideation and strategy of a measurable, consumer-centric Field & Stream brand agenda, creating integrated marketing communications programs that laddered back to the brand strategy, were business-derived, and added long-term value.

Coraopolis, Pa, Us

Oversaw the creation, strategy and execution of integrated brand programs, setting the global brand identity and developing the strategic position for each brand, working cross-functionally with Product Development, Marketing and Merchandising.

Coraopolis, Pa, Us

Led a team in the planning, managing, and execution of all advertising communications for the hardlines family of businesses (Golf and Lodge). Partnered with key business groups to drive yearly marketing initiatives that produced measurable results, focusing on enhancing the customer experience.

Coraopolis, Pa, Us

Managed the Golf planning team to successfully produce effective and compelling marketing campaigns for DSG Golf and Golf Galaxy. Used past business data to determine proper planning, percentage of allocation and appropriate pagination of advertising executions for each line of business.

Coraopolis, Pa, Us

Gathered and coordinated print, broadcast, interactive, in-store and outdoor product content for the Lodge families of business, creating advertising communications that drove incremental traffic and increased sales.

Pittsburgh, Pa, Us

Served as Vice President of the Board of Directors for the Pittsburgh chapter of the American Advertising Federation (AAF), furthering the local agenda of adding value for members through compelling programs and industry resources.

Pittsburgh, Pa, Us

Specializing in courses related to advertising, integrated marketing communications, media, technology, and culture. FA12: JOUR 535 Advertising and Public Relations Agency and Department MGMT (Graduate Class)SP13: JOUR 531 Advertising and Public Relations Research (Graduate Class)

Pittsburgh, Pa, Us

Served as client's principle point of contact at agency and ensured larger brand objectives were being met. Managed all phases of day-to-day coordination of project work and marketing communications plan development, from creative brief to final release.

Pittsburgh, Pa, Us

Gathered information about the client’s industry, trends, competition, products and services to better understand the inner-workings of their business.

New York, Ny, Us

Proofread press materials, prepared media lists and assisted with product placement. Managed the internal marketing calendar and advertising matrix.

London, England, Gb

Acted as merchandising liaison between the corporate office and international production facilities, coordinating product development and managing the production schedule.

Assisted with sales, marketing, public relations, product placement and shop development. Coordinated in-store visual merchandising, facilitated visual orders and organized store floor plans.

Researched global trends and consumer spending. Organized and managed internal swatch collection and maintained sample archive. Assisted in production of forecasting materials.

Assisted on sales calls, maintained design library and managed intake and closeout of new and sold concepts. Participated in Fashion Week efforts and provided overall studio support.

Bachelor Of Science (Bs), Advertising & Marketing Communication, Associate Of Applied Science (Aas), Merchandising Management

Master Of Business Administration (Mba), Master Of Arts (Ma), Journalism & Mass Communication

Phd (All But Dissertation), Communications Media & Instructional Technology