MZT
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Location: Menlo Park, CA, USA
School: Emerson College
Field of study: Global Marketing Communication and Advertising

MZT

Mel Zianne Teo
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Facebook, San Francisco Bay Area May 2016 – Present
Product Marketing Manager, Product Data @ IG
• Refine and create test cases off metadata, ML models, knowledge organization through understanding cultural nuances of our users when shipping products – to connect users on IG with the most relevant social conversations
• Investigate user sentiment by using actionable user insight to inform and scope support model to drive strategic decisions around design thinking empathy, product development, UX, and operational efficiency
NBCUniversal, Boston Jun 2015 – Apr 2016 Creative Services Manager
• Promoted as Pre-Promotions manager that critiques and authorizes news headlines that go on air on 7NBC & CW56
• Managed creative output including image campaigns – from ideation to creative execution for the NBC 7 channels to ensure a consistent brand voice and vision across all digital touchpoints through storytelling
• Developed collateral, digital assets with Cinema 4D and AE in-house for live news stories, syndicated tags and spots to drive audience engagement including communications to internal stakeholders; C-Suite
• Craft strategic positioning and messaging; media strategies to deliver global ad content through CAM for regional output (localization workflow)
Ogilvy & Mather, London Jul 2012 – Jul 2013 Account & Brand Creative
• Developed IMCs for FMCG accounts – P&G, Unilever; to produce tactical propositions driving over 15%+ net sales gain and 42% portfolio growth within two quarters • Redefining narrative for Coca-Cola to establish emotional trajectory of brand through experiential marketing “Happiness Machine” to resonate and tailor content in building intentional, authentic consumer journeys
• Managed B2B client relationships, CRM and established high-impact category activation initiatives (J&J, L’Oréal), key partnerships to achieve acquisition, ROI and retention rates of between 82% and 85% (up to 4 times the industry average)
• Inducted new accounts focusing on affecting awareness and consideration metrics, to build brand equity
TAB, Singapore Dec 2011 – Jun 2012 Digital Strategy Lead
• Owned and operationalized inbound and outbound lead generation programs through email and multi-channel by creating industry-specific messaging and collateral for target audiences to nurture demand gen strategy and increase Share of Voice
• Led the Bone Marrow Donor Program (BMDP) Fundraiser which raised $102,441 from 91,000 donors to fund patient transplants @ TAB’s 2nd Anniversary – ------------
• Streamlined web presence through SEO, A/B Testing, successfully increasing overall website traffic by ~38%
• Curate branded content and social media strategy across channels, wrote creative copy for digital audience. Executed collaborations with major publications - FHM, Nylon, HerWorld, Cleo, L’Officiel Singapore, SPH etc
DBS Bank Ltd, Singapore Mar 2009 – Nov 2011 Product Strategist Associate, Growth
• Recommend a financial strategy to help RegTech ecosystem partners articulate their short- and long-term goals
• Developed GTM strategies to drive organic growth across industry-specific financial products from commercial to SMB
• Collaborate with internal risk partners to design Merrill Lynch’s innovation framework and construct an enterprise engagement model for new technology adoption
• Advise on strategic growth opportunities aligned with long-term value optimization of client portfolio
• Restructured concepts in design for new modules in application which led to 53% more efficient and comprehensive database views for mobile banking Tier 1 corporations under the Investment Banking Division (IBD)
• Spearheaded the implementation of the modified Key Account Management system (KAM) through the System Integration Test Plan (SIT) to enhance UX
EDUCATION
Emerson College, Boston
Master of Arts in Global Marketing Communication and Advertising, September 2015
• Advanced a global entry strategy for Aussie, specifically the 3 Minute Miracle product, into Latin America for P&G, executed by account management team of McGaryBowen
• “Thought Leadership” pitch; engineered a positioning strategy and campaign executables for Cisco IoT products, adopted by C-suite of Cisco Consulting Services
University College Dublin, Ireland
Bachelor of Science in Business Marketing and Finance (First-Class Honors), October 2014
SKILLS
Languages: English, Chinese, Cantonese and Spanish | Software: Heap, Mode, Qualtrics, Confluence & Jira, Dscout, Zendesk, CX HUB, AI, AE, PS Cinema 4D, Prezi and MS Office Suite | Social Media: Facebook, Instagram, Snapchat, TikTok, Pinterest, Twitter, YouTube, WordPress, Tumblr, Vine etc
EXPERIENCE
• Re-imagining digital marketing campaign launches and optimizations to grow time spent around becoming video first destination
• Identify customer, needs, opportunities, competitive landscape and things that inform and shape product roadmap by agile iteration
• Drive intentional marketing outcomes around monetization and distribution of products for 800,000 merchants toward creating a unified view to deliver on the business
value we provide for the media ecosystem to increase consumer engagement
• Developed GTM strategies across Facebook products and IG – geographic based targeting for users to discover and buy products through Shoppable Posts
• Audited foreign language projects on IG Shopping, Top Live, S&E projects with teams across New York, Toronto and São Paulo; to build intuitive, meaningful and scalable
solutions to address market segment and constituent pain-points
• Analyzed qualitative and quantitative data to identify granular insights to impact UX and 2 billion users’ experiences by defining trends that can be resolved via AI,
automation efforts
• Interfaced with cross functional stakeholders consisting of PMs, TPMs, lead engineers, data science, legal and policy to further this initiative as well as communicate
trends that will improve our products for scale