Christina Y.

Experience

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  ExxonMobil

  Jul 2010 - Dec 2020

  Skills developed: coaching; developing employees; driving culture changeI start with business strategy, and layer in employee skill gaps (per individual assessment), to build learning plans to support the business in their goal to double earnings. I counsel employees on learning and development opportunities to meet their personal goals. My goal is to build a learning culture, which means helping leaders to prioritize employee development in both word and action. My team and I support employees in the marketing and sales functions as well as third-party distributors and alliances throughout the Americas. Show less Skills developed: project management; leading teams with competing priorities; brand marketingI owned the Commercial Vehicle Lubricants brand for the US, Mexico, and Canada, designing and executing the brand marketing plan to deliver profitable growth. I recognized need for lead generation program to shorten sales cycles for B2B sales. I developed a business case to show the need/benefit of lead gen and worked through the organization to secure IT resources. I led work with agencies and IT as Business Venture Manager, represented global business to ensure base capabilities were available in MVP, under budget, and on time. I worked cross-functionally to improve the brand’s messaging and positioning concurrent with a national specification change. I used targeted creative, media, and promotional programs to improve distribution at retail (i.e., AutoZone, Walmart), truck stops (i.e., TA/Petro), and dealerships.- Refreshed brand messaging and product positioning during to category change to reach target with creative and efficient media spend.- Delivered on strategic objectives by managing external agencies; developed KPIs and metrics to track success. - Drove focus and organizational alignment of high value opportunities to optimize budget.- Managed execution of global campaign throughout Americas to successfully communicate new product offer. - Developed lead generation campaign to attract customers with compelling content, identify leads, and nurture potential customers via media retargeting and email campaign. Show less Skills developed: influence without authority; negotiation; field marketing executionAs territory manager, it was my job to grow sales of motor oils and greases through eight multi-branded distributorships. Influence without authority was critical in this role as getting buy-in from distributors that my brand was the best to sell was critical. In this role, I cold-called, leveraged lead generation databases, and expanded/upgraded business with existing accounts. I developed annual plans to identify key sectors and geographies and created marketing programs to support that growth. I also trained distributor reps and B2B customers on the brand, product, and applications for them to better upsell their customers. My territory’s annual sales revenue totaled $13.6 million- Grew distributor focus on Mobil-branded products with sector-specific programs, customized marketing support and relationships built on transparency (8% volume increase year over year).- Improved unit gross margin (13% year over year) with strategic growth: assessed market to identify prospects, developed sales strategy and marketing plan, and managed execution by distributor sales representatives.- Increased premium product sales (7% year over year) with focus on education to drive retention and trust. Show less Skills developed: digital and social marketing, planning and implementing comms, strategy to execution, courage of conviction.As digital advisor, I developed and implemented $18 million communication strategy and plans in North and South America for Mobil 1 motor oil. This included managing agencies (creative, media, social, and public relations) and motorsports marketing (working with NASCAR, Stewart-Haas Racing, digital media partners). In this role, I quickly learned how to navigate a global organization and to lead third-party agencies. Owning the relationship with digital partners and agencies, I wrote and delivered briefs (annual planning and creative), implemented plans, and monitored progress against KPIs. Often I used courage of conviction and internal selling to show the organization the benefits of doing things differently and trying something new.- Developed and implemented digital and social strategy, increased engagement by 280% and doubled fan base. - Led inter-agency team in production of video content with Mobil 1 sponsored NASCAR driver Tony Stewart: earned $1.41 million media equivalent and 1.1 million reach per Facebook post.- Partnered with NASCAR to create relevant digital content and improved paid pre-roll completion rate by 20%.- Restructured search strategy to increase click through rates by 9% and decrease cost per click by 14%.- Collaborated with media partners on mobile solutions to improve mobile click through rate by 570%. Show less

  • Learning Implementation Supervisor

    Oct 2017 - Dec 2020

  • Commerical Vehicle Lubricants Marketing Advisor

    Dec 2015 - Oct 2017

  • Territory Sales Manager

    Oct 2013 - Dec 2015

  • Digital Marketing Advisor

    Jul 2010 - Oct 2013
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  Amazon Business

  Dec 2020 - now

  • Sr. Customer Success Manager

    Oct 2023 - now

  • Customer Success Manager

    Dec 2020 - now