Victoria Tseng Email & Phone Number

Providing Microsoft's global partners Go-to-Market (GTM) marketing research & consumer insights

Seattle, Washington, United States

• Design, lead, and facilitate workshops on brand positioning and messaging to establish foundational strategy frameworks for clients’ user acquisition campaigns• Proposed North American go-to-market (GTM) strategy for a classic Japanese manga, using consumer research and emerging MarTech tools to increase U.S. market share by 4%• Developed creative brief for an upscale grocery chain’s brand refresh, assessing the business’s competitive landscape, identifying customer problems, and insights

Seattle, Washington, United States

• Led agency presales efforts, collaborating with the internal client services team on proposal development and pitching, converting 7% of client prospects to new engagements• Planned three lead-nurturing email drip campaigns to distribute eBooks to segmented audiences using SharpSpring- a Customer Relationship Management (CRM) software• Developed three comprehensive blog outlines, positioning the agency as a subject-matter expert to drive high-quality SMB leads to the website by identifying high-value keywords and executing content gap analysis• Scaled agency’s growth by translating internal and clients’ statements of work into 10+ project plans and workflows using Wrike, improving team collaboration experience

Greater Seattle Area

• In response to COVID-19, equipped the business under two weeks by pivoting marketing strategy and adopting the latest, most appropriate customer-engagement practices by monitoring overseas and local competitors' tactics • Attracted 200 people to the new product launch event through an integrated marketing campaign, exceeding the key performance metric (KPI) to reach 170%- effectively penetrating a new market sector • Reinforced business competitiveness in the changing macro-environment with customer-driven brand storytelling and experimenting with marketing techniques to encourage e-commerce sales • Accelerated customer purchasing journey across eight CRM touchpoints by optimizing their user experience and maintaining messaging and brand consistency

Seattle, Washington, United States

• Informed the U.S. government (e.g. (U.S. Census, election polling) and various businesses’ accounts (e.g., nationwide grocery stores) with multi-cultural, cross-state market insights via quantitative and qualitative data collection through phone interviews at Pacific Market Research• Provided inputs on design usability and accessibility for 501 Commons' leadership-training online catalog by uncovering the need to clarify the website’s navigation menu language and expand content for diversity and inclusion (DEI) through conducting in-person and virtual user research

Hong Kong

• Steered seven key client accounts’ growth by leading cross-functional teams toward the development of innovative marketing and content solutions under tight timelines• Shifted Cigna Hong Kong away from traditional cold-selling to focus on a more customer-centric approach with the launch of an educational blog on healthy living called “Smart Health”• Introduced Hong Kong consumers to Mexican cuisine with localized Facebook content while seeking to extend the consistent brand experience to the website and restaurant dining • Increased Kirin Beer consumer loyalty in Hong Kong by developing engaging social media content that deepened followers' appreciation for Japanese culture• Produced monthly reports with data visualizations that captured key insights from clients’ marketing performances and recommended optimization strategies• Identified organic growth opportunities within existing client relationships by expanding an account’s project scope from social media to website and search

Hong Kong

• Advocated for customer needs by fostering the company’s internal understanding of the customer base by creating a customer profile from shopper observation• Documented and synthesized competitive intelligence for analysis in repositioning the brand, generating content inspiration, and activating digital channels • Translated brand repositioning strategy into marketing messaging and collaborated cross-functionally to bring creatives to life

Hong Kong

• Educated and promoted the Design Thinking methodology to Hong Kong’s business, academic, and government entities by organizing a variety of events, including speaker sharings, interactive workshops, and company field visits• Enabled members to stay updated and digitally engaged with the organization’s various initiatives by launching Facebook and LinkedIn pages and curating promotional content• Empowered organizational digital transformation by upgrading marketing technology stacks, including re-platforming its website to Squarespace with a Content Management System (CMS)

Hong Kong

Major projects:• Revival of The Student of the Year program in 2013- www.studentoftheyear.hk/• Revamp of the Young Post’s website- www.yp.scmp.com• Others: Database acquisition, reading programme, and subscription renewal campaign

Pepperdine University, Ca

Added 15 new accounts• Raised revenue for university print newspaper through selling of ad spaces• Developed a marketing proposal for The Graphic's (university newspaper) to increase readership

Hong Kong

Executed successful media plans for global accounts (eg. Bobbi Brown, Johnson & Johnson, McDonald’s) • Aligned clients’ target audience with appropriate media vehicle choice by using analytics tool, ComScore• Executed media plans through preparation of material requisition reports • Evaluated ad placements’ quantitative performance on postbuy reports • Conducted market research on competitor’s activity and analysis on consumer behavior

Shanghai, China

Pitched for events such as grand opening ceremonies, brand launches and anniversary celebrations, etc.• Familiarized with the Chinese social media ecosystem, including Weibo, Renren and YouKu• Developed event pitches from event conceptualization, production to pre-and-post event communication

Hong Kong

Increased the newly-licensed Lichtenstein-based bank's brand exposure to people of Hong Kong• Conducted market research, identified publicity opportunities in digital platforms and proposed strategic recommendations• Wrote post-event coverage articles for its internal employee magazine • Provided clerical assistance for PR events, such as an art exhibition and annual concert

Hong Kong

Gained awareness for a new upmarket tea brand to potential markets in Europe • Set up and maintained a profile for product display of a new upmarket tea brand on a social-sharing site• Assisted with copywritng and art direction of an email marketing collateral• Sought online coverage from international blogs and interest from product carriers More information about “or-tea” can be found on:- Social-sharing profile I setup: www.rokuhk.deviantart.com- Official website: www.or-tea.com

Certificate, Consumer Behavior & Marketing Strategy

Certificate Program, User Experience

SVC’s User Experience Certificate Program teaches the essential skills of UX including user research, information architecture.

B.A, Integrated Marketing Communication

Activities and Societies: Public Relations Student Society of America, Pepperdine Graphic MediaPepperdine Graphic Media (University.

B.A, Public Relations And Advertising

Activities and Societies: Asian Pacific Student Association Public Relations Student Society of AmericaAsian Pacific Student Association •.