MinShien Lim's Resume
MINSHIEN LIM
531 Middle Creek Drive (Cell)------------
Buda, Texas 78610 ------------
• 9 years of experience in marketing
• Experience in social media marketing, strategy support, developing marketing materials, graphic design, executing marketing plans, market research, data analysis
Experience
Joyous Apron, Austin TX January 2018-Current
Creator, Writer, Photographer, Recipe Developer, Marketer
Founded food blog ------------; Develop recipe, photograph and style food items, create blog content, execute marketing initiatives to promote content, drive traffic and monetize blog.
• Cast vision; create and execute strategic and marketing plan for Joyous Apron
• Create all content – recipes, written content, photographs (including editing), marketing materials, design graphics for social media promotions
• Execute marketing campaigns through social media, such as Facebook, Instagram and Pinterest. Grow followers and engagement in all social media channel - Pinterest: ~1.9MM PInterest views a month; Facebook: >450 followers, Instagram - >600 followers
• Build email list and to communicate directly with readers and promote blog content
• Manage Wordpress, general website design (front and back end), and bookkeeping.
• Analyze and interpret Google Analytics data, use data to identify next steps.
• Grow engagement and readership from 0 to ~18,0000 page views a month within a year.
MoneyGram International, Dallas TX May 2016 – December 2017
Market Research Analyst
Manage market research projects; partner with research agencies and Marketing Managers to design and execute global quantitative & qualitative research and brand tracking studies; these studies encompass consumer, product, brand, agent and competitor areas
• Collaborate with world-wide Marketing Managers and research vendor to revamp and design brand tracking studies across 22 countries, analyze findings to generate insights, prepare presentation materials and present findings
• Work with Director of Human and Consumer Insights to manage domestic and global ad-hoc qualitative and quantitative research projects; Project scopes include understanding motivators and barriers, brand awareness and usage, product launch support, and testing marketing messages
• Work closely with vendors in screener/questionnaire/discussion guide development, sample management, recruitment techniques, data analysis, and presentation development
• Manage vendor on-boarding process, vendor and agency relationships, and cost control
• Launch Market Research online portal that provides easy access to market research materials for internal employees across the globe
International Paper, Memphis TN June 2008 – May 2016
Marketing Lead (August 2015 – May 2016)
Led the strategic and tactical marketing efforts for a B2B business valuing at ~$200MM of annual gross sales; managed research needs, marketing materials, and provided analytical and sales support
• Supported sales and other cross functional teams by providing market and competitive intelligence, analysis and synthesis of large data sets; and used data to extrapolate insights, identify trends and tell stories
• Developed 2016 business marketing plan used to drive key initiatives, pointed towards achieving financial and volume goals
• Identified new channel opportunities for heavyweight paper to offset market declines, and successfully launched first wave of promotion in new channel; marketing platforms include print promotion, web, product sheets; conducted sales training on new marketing materials
• Provided sales support, such as creating and delivering customer presentations, participating in sales-marketing joint customer calls, and attending industry events/trade shows; annual gross sales valued at ~$200MM
Business Development Lead (November 2012 – July 2015)
Supported sales and product development team by analyzing and evaluating market landscape, technical feasibility, commercial and financial viability for new market opportunities; worked with sales to conduct customer collaboration sessions; led ideation sessions and focus groups to generate new market and product ideas
• Supported ~$2MM cash contribution margin per year of new product development efforts
• Collaborated with sales to achieve wins in 4 new market segments at ~800 tons of new volume
• Led efforts to sell existing products in new markets by leveraging new go-to market channels within the company; identified new channel opportunity for heavyweight paper and worked with other businesses in the company and cross functional teams to launch promotions in new channel
• Led Voice of the Customer survey – created qualitative survey, conducted 31 interviews with 26 customers, and conducted cross-functional work session to address needs. Successfully eliminated concerns where considered necessary to implement commercial strategies
Marketing Analyst (May 2011- October 2012)
Supported Marketing Manager in a highly complex B2B business with over 15 highly fragmented market segments; assisted in the creation and implementation of the 2011 and 2012 strategy planning process, managed sales tools and marketing materials, and performed market and data analysis that drove key business strategies and decisions
• Received Key Drivers Award for growing volume in a targeted niche market segment, after conducting a segment deep dive and launching promotional campaign
• Team received Supplier of the Year Award from a major/key customer
• Developed price increases justification for 22 price increases, valued at ~$37MM worth of EBIT
Supply Planner (February 2010 – April 2011)
Managed and coordinated the efficient production and global distribution of pulp products to satisfy customer demand
• Supported the coordination and execution of new product trials
• Successfully found creative solutions to minimize production loss
• Managed, planned, and executed mill’s spring outage 2010
Associate Marketing Analyst (June 2008 – January 2010)
Supported the Marketing Manager in a global B2B business by providing analytical support that drove business decisions and strategic planning for 2008 & 2009
• Established responsibilities of the new Associate Marketing Analyst role and solidified the value the role brings to the business; “Best practice” still in place today
• Awarded the CEO Award for high performance
• Successfully led the development of the business content for the International Paper global website
Education
Denison University August 2004 - May 2008
Bachelor of Arts in Economics and English (minor)
MINSHIEN LIM
531 Middle Creek Drive (Cell)------------
Buda, Texas 78610 ------------
• 9 years of experience in marketing
• Experience in social media marketing, strategy support, developing marketing materials, graphic design, executing marketing plans, market research, data analysis
Experience
Joyous Apron, Austin TX January 2018-Current
Creator, Writer, Photographer, Recipe Developer, Marketer
Founded food blog ------------; Develop recipe, photograph and style food items, create blog content, execute marketing initiatives to promote content, drive traffic and monetize blog.
• Cast vision; create and execute strategic and marketing plan for Joyous Apron
• Create all content – recipes, written content, photographs (including editing), marketing materials, design graphics for social media promotions
• Execute marketing campaigns through social media, such as Facebook, Instagram and Pinterest. Grow followers and engagement in all social media channel - Pinterest: ~1.9MM PInterest views a month; Facebook: >450 followers, Instagram - >600 followers
• Build email list and to communicate directly with readers and promote blog content
• Manage Wordpress, general website design (front and back end), and bookkeeping.
• Analyze and interpret Google Analytics data, use data to identify next steps.
• Grow engagement and readership from 0 to ~18,0000 page views a month within a year.
MoneyGram International, Dallas TX May 2016 – December 2017
Market Research Analyst
Manage market research projects; partner with research agencies and Marketing Managers to design and execute global quantitative & qualitative research and brand tracking studies; these studies encompass consumer, product, brand, agent and competitor areas
• Collaborate with world-wide Marketing Managers and research vendor to revamp and design brand tracking studies across 22 countries, analyze findings to generate insights, prepare presentation materials and present findings
• Work with Director of Human and Consumer Insights to manage domestic and global ad-hoc qualitative and quantitative research projects; Project scopes include understanding motivators and barriers, brand awareness and usage, product launch support, and testing marketing messages
• Work closely with vendors in screener/questionnaire/discussion guide development, sample management, recruitment techniques, data analysis, and presentation development
• Manage vendor on-boarding process, vendor and agency relationships, and cost control
• Launch Market Research online portal that provides easy access to market research materials for internal employees across the globe
International Paper, Memphis TN June 2008 – May 2016
Marketing Lead (August 2015 – May 2016)
Led the strategic and tactical marketing efforts for a B2B business valuing at ~$200MM of annual gross sales; managed research needs, marketing materials, and provided analytical and sales support
• Supported sales and other cross functional teams by providing market and competitive intelligence, analysis and synthesis of large data sets; and used data to extrapolate insights, identify trends and tell stories
• Developed 2016 business marketing plan used to drive key initiatives, pointed towards achieving financial and volume goals
• Identified new channel opportunities for heavyweight paper to offset market declines, and successfully launched first wave of promotion in new channel; marketing platforms include print promotion, web, product sheets; conducted sales training on new marketing materials
• Provided sales support, such as creating and delivering customer presentations, participating in sales-marketing joint customer calls, and attending industry events/trade shows; annual gross sales valued at ~$200MM
Business Development Lead (November 2012 – July 2015)
Supported sales and product development team by analyzing and evaluating market landscape, technical feasibility, commercial and financial viability for new market opportunities; worked with sales to conduct customer collaboration sessions; led ideation sessions and focus groups to generate new market and product ideas
• Supported ~$2MM cash contribution margin per year of new product development efforts
• Collaborated with sales to achieve wins in 4 new market segments at ~800 tons of new volume
• Led efforts to sell existing products in new markets by leveraging new go-to market channels within the company; identified new channel opportunity for heavyweight paper and worked with other businesses in the company and cross functional teams to launch promotions in new channel
• Led Voice of the Customer survey – created qualitative survey, conducted 31 interviews with 26 customers, and conducted cross-functional work session to address needs. Successfully eliminated concerns where considered necessary to implement commercial strategies
Marketing Analyst (May 2011- October 2012)
Supported Marketing Manager in a highly complex B2B business with over 15 highly fragmented market segments; assisted in the creation and implementation of the 2011 and 2012 strategy planning process, managed sales tools and marketing materials, and performed market and data analysis that drove key business strategies and decisions
• Received Key Drivers Award for growing volume in a targeted niche market segment, after conducting a segment deep dive and launching promotional campaign
• Team received Supplier of the Year Award from a major/key customer
• Developed price increases justification for 22 price increases, valued at ~$37MM worth of EBIT
Supply Planner (February 2010 – April 2011)
Managed and coordinated the efficient production and global distribution of pulp products to satisfy customer demand
• Supported the coordination and execution of new product trials
• Successfully found creative solutions to minimize production loss
• Managed, planned, and executed mill’s spring outage 2010
Associate Marketing Analyst (June 2008 – January 2010)
Supported the Marketing Manager in a global B2B business by providing analytical support that drove business decisions and strategic planning for 2008 & 2009
• Established responsibilities of the new Associate Marketing Analyst role and solidified the value the role brings to the business; “Best practice” still in place today
• Awarded the CEO Award for high performance
• Successfully led the development of the business content for the International Paper global website
Education
Denison University August 2004 - May 2008
Bachelor of Arts in Economics and English (minor)