Greater Seattle Area
Jessica Chiang brings extensive product management, strategy and management of social media/communities, and marketing campaign creation and implementation experience. Ms. Chiang, a strong project manager, is a versatile and analytical problem solver whose diverse skill set allows her to communicate effortlessly with cross-functional teams to deliver high quality projects on time and in budget. With a passion for brands and marketing, Jessica builds not only relationships with customers, but also strong relationships with colleagues to create synergistic environments for creative ideas and teams to thrive. Specialties: marketing, market research, branding, social media, viral marketing, data analysis, project management, product development
Marketing Business Analyst · Evaluated, gathered requirements, and implemented a marketing campaign management system to measure marketing ROI for omni-channel campaigns, manage marketing touchpoints throughout the customer lifecycle, and increase customer engagement through highly targeted and relevant offers utilizing analytics. · Managed a team of six for the campaign management application implementation including offshore and onsite vendors and the agency. Completed initial implementation in five months and managed a one-million dollar project budget. · Brought email marketing in-house: drove definition of email marketing strategy, workflow for current and future processes for email campaigns, and CRM activities. Set-up and managed email service provider (ESP). · Analyzed customer and retail store data to identify actionable opportunities for upsell and cross-sell, increase engagement and improve customer retention and presented findings to the CMO and VP of IT.
Global PC Category Manager – Consumer Insight and Strategy · Enabled consumer insight driven partner conversations by managing an all-up market research program with 7 projects including purchase decision hierarchy, retail layout, retail execution tracker, purchase intent tracker, and market structure studies. · Key developer of worldwide category strategies for investment programs and featured devices, responsible for producing the seasonal insights and trends report, device portfolio analysis, and phone strategy in retail. · Designed solutions and tools that allowed field category managers to easily make decisions by integrating forecast and sell-thru data into a single tool for specific markets and accounts and scaling reporting to 42 countries while decreasing the delivery time by a month. Deployed extensive training and change management plan for tool adoption for over 300 users.
Market Campaign Research Manager – Xbox, MSN, bing · Provided strategic consulting to clients and stakeholders on creative rotation, branding, media placement, target audience, and campaign measurement for Xbox, bing, and msn. · Assisted in the measurement and optimization of multi-million dollar TV, online, and mobile campaigns for bing and msn by implementing reporting processes to generate actionable insights · Drove the defining of Xbox social dashboard and placemat to measure sentiment, trends, and volume for the pilot of Microsoft’s custom social media measurement tool. · Managed multiple research vendors and led survey design for awareness and perception trackers, pretesting, custom integration measurement, and concept refinement. Managed and tracked a $1.5 million market research budget · Delivered performance reporting, perception analysis, and campaign optimizations utilizing marketing analytics and performance capture systems.
· Advised and collaborated with executive leadership to craft a positioning statement and value proposition for Hitachi Consulting to differentiate the company from competitors. · Led and project managed the competency workstream for the design, implementation, testing, and deployment of Hitachi Consulting’s first global learning and development system.
• Successfully launched 22 Nancy Drew game products on multiple platforms, utilizing online video/display, social media, and print campaigns that resulted in sales in excess of 4.5 million units in retail and digital distribution. • Oversaw complete product lifecycle for new two game series: Cody Capers and Nancy Drew Dossier. Created marketing requirements, led market research and partnered with product development to design innovative new series and then executed launch strategy. • Developed and implemented marketing plans to launch Hardy Boys DS game and brand extensions for Nancy Drew on Nintendo Wii and iPhone/iPad (in development) platforms. • Developed strategy for www.HerInteractive.com and championed a site redesign leading to a 25% increase in unique visits, 125% increase in page views, and a 15% increase sales for physical and digital download e-commerce stores. • Managed the online community consisting of a message board with 100K members and 12 volunteer moderators, two blogs, monthly newsletter with 30K subscribers. • Designed and implemented a social media strategy that resulted in a Twitter feed with 2,500 followers, a popular YouTube channel, and a Facebook page reaching 25K fans. • Directed creative development of marketing materials such as retail packaging, microsites, trailers, minigames, demos, advertisements, and contests to drive sales and increase consumer interest in new titles. • Supervised multiple agencies and vendors for ongoing SEO, Google AdWords, and online media campaigns. • Forecasted, tracked, and managed marketing budget in excess of a quarter-million dollars to ensure the efficient and effective spending.