Andrea Lim, SAFe®6 POPM

Experience

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  Toyota Motor Sales, USA

  Jan 2001 - Jan 2006

  Scion Advertising and Media Manager

  Selected to be part of a very small, elite group of Associates to study, develop and propose the strategy to launch a new car company (Scion).Highlights:• Supported the search, hiring and negotiation for the lead advertising agency; produced some of the most ground-breaking TV ad campaigns the automotive industryhad ever seen • Developed project briefs to support production of national advertising campaigns; administered over $10M budget; on site point of contact during production development of national TV spots • Oversaw the planning, negotiating and niche media buys for outdoor, radio, TV, print, cinema and digital• Supported the development and execution of industry-leading live events that funded projects in music, film, extreme sports and art; on-site production and media representative for the brand • Developed and managed advertising collateral for new product launches including point of sale, direct mail pieces, etc.• Marketing efforts contributed towards Scion reaching record sales volume and Scion earning the title of youngest brand in the industry. Show less

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  Lexus

  Jan 2006 - Jan 2017

  Administered and orchestrated the work of more than 15 digital partner agencies to implement new technologies, develop innovative content, translate analytics, and develop Omni-channel strategies to support brand growth among key targeted segments and support the brand's positioning and image. Highlights:• Chaired project management of planning, design and onsite execution of multi-day US and global promotional events • Administered budgets up to $15M; directed contract management, editorial staff, permits, event recaps; on-site execution point of contact; liaised with the media as the public face • Produced original content, “Junketeers”, “Film to Table” and “It Got Better”; launch events received positive industry buzz; increased organic website traffic • Modernized processes, leveraged computer animated design (CAD drawings), realigned tactics with future brand direction; conceived and launched (see.lexus.com) to reinforce brand principles, highlight movements within culture and branded events and (lexus.com/motorsports) to promote Lexus racing • Cultivated the talents of direct reports to work effectively in a matrixed role through consistent coaching, training and performance management• Joined forces with internal advertising team; consistently produced smart social and content integrations; Sriracha IS stunt elevated brand perception and generated positive industry buzz • Initiated big-picture ideas, shared 2020 vision with VP of marketing to apply emerging consumer analytics; gain approval to translate main website within 2 months into Spanish to reach new target audience• Participated in and/or lead the interview process for new team member hires to the department• Continuously researched trends, monitored competitor activities, performed market segment analyses and translated key learnings into actionable plans; collaborated with media team to increase web traffic and reduce bounce rates redefining and realigning SEO campaigns Show less Appointed project manager to manage work threads across one or more engagement teams to create long-term solutions that help the brand expand market share. Defined deliverable structure and content; facilitated buy-in of proposed solutions from top management levels; directed on-time, quality delivery of work, engagement economics and risks.Highlights:• Mastermind behind the Intersect by Lexus NY concept boutique store including year-long event programming while managing a cross-functional project team of architects, engineers, contractors, real estate brokers, technology teams and restaurateurs, employing top tier project management skills from location identification through lease negotiation, vendor selection, P&L forecasting, and construction permit issuance• Boosted the brand’s influencer strategy, secured official auto title sponsor for IMG NY Fashion and MADE Fashion weeks; ensured consistency of experiences and industry buzz • Demonstrated leadership abilities, secured NY liquor license, recruited and contracted Union Square Events hospitality team to manage F&B program for Intersect by Lexus NY • Recommended KPI metrics and supported the identification of the future brand positioning based on consumer insights • Generated significant PR buzz on various global brand initiatives (ex. Lexus Design Award, Eco Fashion Challenge) while building Lexus’ credentials as a leader in design and environmental stewardship• Improved direct reports performance conducting quarterly reviews, coaching to maximize success and setting goals for career development • Prepared materials for presentation of marketing plans to all levels of leadership within the organization, affiliates (including International), agency partners and Retailers (Dealers) when applicable, i.e. Sales Meetings, Regional Roundtables Show less Developed, planned, implemented and executed strategic marketing plans, projects and initiatives that supported overall brand standards, culture, and business objectives to ensure the brand remains relevant to consumers; all initiatives supported the brand's promise and drove significant customer growth and retention. Programs leveraged partner media and multiple marketing channels. Promotional ideas were adopted by leadership; new strategic alliances were formed. Highlights:• Oversaw general trajectory and execution of brand strategy and 30+ live events tied to design, cuisine, fashion, music and arts; integrated social and digital initiatives into events to build brand affinity and generate leads • Produced new ideas, created online training modules and prospectuses; collaboratively leveraged field insights to implement new procedures• Guided team, agencies and vendors to consistently ensure alignment of brand look and feel across all touchpoints; ensured “always on” campaigns met marketing objectives • Conducted research, evaluated and recommended innovative, cross-channel strategies and tactics that supported product launches, including use of best practices and real-time data to analyze market trends; identified new tactics to lower overall median age of the brand• Managed the day-to-day operations of the internal brand team to ensure consistent and high quality deliverable of assets through consistent mentoring and coaching• Reinforced brand consistency reviewing all marketing channels, communications and programs; guided direct reports efforts coordinating communications between advertising, sales and product planning teams to ensure assets produced were of the highest quality Show less Managed auto shows, promotions, sponsorships, influencer outreach and fleet vehicle programs. Designed unique guest experiences and a foundational strategy for events including display, design, production and business partner coordination.Highlights: • Integrated social and digital initiatives into engagement events to build brand advocacy and authored the evaluation criteria to assess and recommend sponsorship opportunities• Garnered 50M media impressions and attracted young consumers to Lexus by designing and producing Green Debate series in collaboration with boutique PR firm• Leveraged lifestyle programming to introduce new hybrid models to new consumers though leadership and management of the Lexus Hybrid Living eco luxury lifestyle platform• Conceived the Eco Fashion Challenge; accumulated over 750M media impressions designing major events in partnership with the Council of Fashion Designer of America New York• Raised over $300k for Waterkeeper Alliance producing industry leading Eco Salon events and other major sustainable events throughout the US in partnership with Conde Nast Media • Managed $15M budget consistently decreasing operating expenses by 15% realigning priorities; negotiated lower event contract rates and reduced use of outside consultants• Guided design and construction build of assets for key account environments; use of reclaimed materials reduced expenses by 10% • Drove project calendar, trained staff on event production management and market data analysis; recycled auto show assets to increase efficiencies and ensure timelines were met • Developed RFPs, RFQs; contracted event producers; on-site managed event programs (e.g. dynamic driving programs, 72 US- based auto shows); presented event recaps monthly to leadership; generated qualified leads to dealers • Designed dealer marketing materials (brochures, direct mailers, e-newsletters, etc.) to match national campaigns reducing creative design and production costs Show less Cultivated multi-million dollar strategic relationships and guided marketing campaigns targeted to attract new audiences through direct and online marketing, events, promotions, point of sale collateral, mobile, new media and advertising. Highlights:• Distributed an over $300M budget with smart campaign executions; secured unprecedented product placement on HBO show “Entourage” at the minimal cost of 2 Lexus vehicles • Exercised business leadership and intel to develop RFPs/RFQs; realigned marketing strategies to vet new media alliances; assessed contracts reducing annual spend by 10% • Generated more than 260k hand-raisers with “pocket square” insert ad conceived and produced for Conde Nast Publications• Produced more than 10 events in collaboration with advertising and digital team that earned over 200M media impressions per event • Articulated new vision and ideas to director and VP of Marketing; sold in longer TV flights; surpassed awareness targets using blogger outreach tactics in mobile and social applications • Developed email campaigns with refined SEO strategies and analytic benchmarks for value add programs; assessed emerging media outlets and product placements• Designed go-to-market plans, competitive analysis and integrated media platforms for improved industry positioning• Coached professional team growth; created a safe environment for candid conversations; created opportunities for direct reports to present to leadership; developed training modules on media principles and administered performance reviews Show less

  • Digital Communications Manager

    Jan 2015 - Jan 2017

  • Global Brand and Events Manager

    Jan 2012 - Jan 2015

  • Brand Events Development Manager

    Jan 2010 - Jan 2012

  • Events Manager

    Jan 2008 - Jan 2010

  • Lexus Media Manager

    Jan 2006 - Jan 2008
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  ANL Consulting

  Jan 2016 - now

  Founder

  Every brand has a story to tell. ANL Consulting helps brands find their unique voice that can turn that story into a conversation. At ANL Consulting we understand people’s emotions drives their behaviors and creates their realities. Unearthing a brand’s essence using the right words, visuals, and engagement strategies, brands can become part of the dialogue. When you get right down to it, ANL Consulting is obsessed with putting your brand into desired audiences conversations, evoking an emotional connection between man and brand. Show less

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  Tribune Interactive

  Jan 2017 - Jan 2018

  Director, Consumer Marketing - Media Account Director - Los Angeles Times

  Owned the day-to-day management and optimization of assigned media marketing campaigns across multiple verticals. Pulled and analyzed campaign performance reports to inform optimizations and recommendations to maximized ROI. Insured that campaign KPIs and objectives are met both near and long term. Prepared research and insights to inform ongoing media recommendations. Managed budget allocations to deliver most efficient results. Communicated with media representatives to negotiate the best placement and rates, and to ensure highest value-add, and optimal use of budgeted funds. Kept current on media trends, attending industry conferences and encouraging innovation/creativity throughout all projects.Oversaw development and distribution of all project deliverable specifications, client communications and briefings, project status reports and general account requests. Checked and approved creative/production materials, copy, layouts, and art, and coordinated client approval, quickly and accurately relaying feedback to all appropriate creative leads. Kept apprised of progress of clients’ projects through a traffic manager system. Coached, trained and mentored strategy and media planners to measure campaign effectiveness and website performance, and presented analysis to clients applying successful strategies to support growth and development. Worked closely with leaders across the organization (PR, events, digital, social, multicultural, newsroom, etc..) to evaluate the effectiveness of initiatives, alignment and ensure business goals were met. Highlights: • Devised integrated marketing plan to launch Dirty John earning a lucrative alliance with Apple, 750M media impressions, 21k+ subscribers, industry awards and BRAVO TV mini series• Optimized the events marketing budget closing numerous trade and paid advertisement sales deals with external media partners • Produced smart content for B2B promotion of various events driving ticket sales Show less

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  AT&T

  Oct 2018 - now

  • Led product design development lifecycle from concept to launch, aligning with business goals.• Developed digital strategies balancing short-term needs with long-term growth.• Achieved revenue growth by implementing innovative product marketing strategies. • Spearheaded strategic and tactical thinking to drive customer acquisition and measurable sales through innovative prospecting programs.• Enacted breakthrough digital campaigns, publishing 200+ websites, and identifying new business prospects for digital media buying platforms.• Led and developed a team of product marketers, fostering a culture of accountability and improved communication within the team.

  • Sr Product Marketing Manager Strategy and Design

    Nov 2019 - now

  • Senior Strategy and Design Marketing Manager

    Oct 2018 - Nov 2019
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  Xandr

  Nov 2019 - Apr 2020

  Sr Product Marketing Mgr Strategy and Design

  Champion go-to-market strategies for Xandr Media Publishing for marketing, service and sales activities. With the goal of driving customer acquisition and retention, responsibilities include designing the end-to-end journey across channels and touch points (paid, earned and owned), evolving and iterating journey plans based on KPIs, industry knowledge and in-market feedback, overseeing marketing channel teams, SEO and agencies.

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  WarnerMedia

  Apr 2020 - Sept 2020

  Sr Product Marketing Manager Strategy and Design

  Xandr is now a part of WarnerMedia