Bike

Snow

Surf

VP of Marketing and Communications, Pro Cycling

Digital & Media

Innovative consumer marketer with proven global strategic leadership, specializing in blending emerging media and proven channels to disrupt the norm and achieve key business goals.

Highlights:
• Took an underperforming sports marketing business and re-invigorated it to be a best-in-class global marketing campaign for a multi-billion dollar global travel business, beating KPIs by +100%.
• Concepted and launched a re-brand of an iconic footwear brand, re-inventing it with a +17% growth in key product categories.
• Re-launched a performance-based sporting goods brand, unifying regional and global marketing.
• Accelerated growth in key emerging product categories with limited resources through consumer insights and focused digital-first strategy.
• Grew Instagram followers from 250k to 1.3MM in under two years with +250% growth in engagement.
• Launched incremental media campaign leveraging sports-focused TV to drive incremental Q4 sales.
• Led best-in-class 360° seasonal campaigns based on core consumer insight across all brand touchpoints, using MROI and optimizations to drive traffic and conversion.
• Pioneered first in app brand experience with Uber in NYC and first Alexa app with Amazon for VFC.
• Ranked #6 of Activewear brands for Digital IQ by L2 w/ best-in-class use of digital content and social media.
• Listed by Click-Z as one of the top brands to watch on Instagram.
• Invited speaker for IRCE, Socialmedia.org, Percolate, Olapic, UNH, and Boston College.
• USASA / USSA certified snowboard coach

The intersection of global sport, travel, experience and education to ignite big dreams, broaden horizons, climb mountains, showing that nothing is impossible and that we are all connected – Opening the world through education.

• Develop and execute the overall marketing and communications strategy of the professional sports product to drive broader consumer interest of the EF brand and associated sponsors.
• Plan and implement the disruptive re-launch of the EF brand, including best-in-class website, social media, email and onsite event activations, resulting in increased brand awareness, digital and social engagement, top selling merchandise for partners (+$1.4MM) and increased traffic and sales to EF products.
• Develop strategic marketing framework to drive innovation and change across entire organization to reach a new, broader target consumer audience.
• Acquire and renew team sponsors, increasing overall high net worth partnerships and team value by 2x.
• Tease and launch merchandise campaign leading to top selling product for apparel partners.
• Grow a broader fan base (+30%), segmenting database to drive deeper interest in EF products.
• Establish consumer funnel strategy to utilize sport team, driving lower funnel sales for EF products globally.
• Develop a merchandising strategy to drive both awareness and revenue.
• Collaborate with C-suite global leadership to integrate initiatives within the broader organization.
• Work with partners and governing bodies to broaden the interest and reach of the sport to increase participation while linking this initiative to business needs.

• Drive the strategy, planning, testing, execution and optimization of all brand-marketing initiatives across all paid, owned and earned media channels as the face of the brand to the consumer.
• Lead brand and corporate brand transformation to be a digital-first organization, telling consumer stories across all key touch points in one cohesive vision.
• Utilize a test and learn strategy, unifying disparate agency and internal partners to create innovation and growth to meet sales goals and drive new consumer acquisition.
• Build PR strategies using a KPI driven approach to quantify the impact of influencers, ambassadors and press initiatives.
• Own the strategy and expression of the Energy and Lifestyle product territories to drive heat and height, elevating the brand to new consumers.
• Use MROI and media mix analysis to build brand relevance and drive sell through in key channels.

Senior Director, Digital Marketing and Public Relations

• Plan the strategy and integration of all media including TV, out of home, social media, content, influencers, Display, SEO, SEM, re-targeting, email and experiential using a mobile-first strategy to deliver cohesive marketing campaigns mapped to the consumer funnel from awareness to conversion.
• Design and deliver on budget media mix marketing strategies to support all business channels: Wholesale, Retail and E-commerce.
• Lead the efforts with key stakeholders to use MROI, DMP and attribution analysis to optimize working media investments across the consumer journey.
•  Act as the internal evangelist to the consumer, using digital and mobile innovation to define the lifestyle of the brand, leading to top box brand health scores and increased new consumer acquisition.
•  Use internal consulting group model to be SME's and create efficiencies, allowing a flexible approach with a unified campaign concept and strategy for disparate parts of the business.
• Pioneer content and commerce integration from in-store to web to social media, using unified content calendars linked to +20% to +200% in key growth categories.
• Develop and execute data-first global owned strategy, managing Timberland's efforts across all paid and organic platforms to create a unified, consistent content calendar, increasing audiences, engagement and conversion-driving traffic.
• Integrate consumer experiences into the overall media plan, using a unified approach, where content is used to drive amplification and scale with key media channels.
• Concepted + implemented global influencer programs, managing internal / external PR resources.

Senior Manager - Paid, Digital and Social Media

• Developed long-range strategic plan for accelerate growth and share to create a foundation in key categories with +50% growth in North America and increased overall global revenue by +30%.
• Re-invigorated and re-launched Timberland Boot Company brand to key target consumers with limited budget, becoming the #1 casual shoe for key department store partner.
• Pioneered brand influencer programs to create broader awareness and engagement.
• Partnered with regional marketing and sales teams to develop and execute marketing mix strategies ensuring global consistency across the brand.

Senior Global Brand Manager - Women's, Kids, and Lifestyle

• Responsible for global marketing for key men's product categories with long-range strategic planning for the men's brand, utilizing a 24 month Go-to-Market process.
• Created globally relevant consumer stories and campaigns for key products, driving sell- in and sell-through, utilizing toolkits for global distribution.

Global Brand Manager - Men's

- Cannondale
• Responsible for global marketing strategy from long-range strategy to regional execution, unifying disparate regional brand marketing efforts into a single global strategy.
• Created multiple global 360 brand campaigns across major consumer touch points incl 500+ dealer doors and distributors.
• Activated sports marketing properties in key segments, from grassroots to ProTour team.
• Utilized consumer first strategies + market trend data to harmonize product development cycle and create innovative product stories with +20% sell-in above forecast.
• Launched new brand website to tell product and content stories to build  e-commerce.
• Grew NA market share by 15% and global revenue by over 25% year over year.

Global and North America Marketing Director

Led, crafted and implemented integrated sales and marketing strategies from product launches to brand re-launches for Consumer brands, Software, Financial and Business services clients.

Senior Account Manager

• Managed $12MM online strategy and creative execution for all Procter & Gamble Gillette brands
• Crafted integrated campaign for sponsored athletes to leverage maximum awareness and promotion, increasing purchase intent and trial by 10%+.

• Pioneered integrated digital media for Procter & Gamble, targeting Teen + College markets

Account Supervisor

• Developed strategic framework to create and evaluate new marketing products from ideation to execution with P&L responsibilities to effectively increase sales by 65%.
• Supervised a cross-functional team to turn around a negative margin product into a $2.5MM annual revenue generator through detailed product redesign and launch.

Associate Marketing Director

Frank Hwang is a VP of Marketing and Communications, Pro Cycling at EF Education First in Rye, NH.

Frank Hwang

Frank Hwang

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