Marvin Chow

YOUTH PROPAGANDA DIRECTOR

Cultural Anthropologist
agent of change, gsd
 work // life
Marketing Director started riding my fixed gear bike
Nike Greater China 2009 (and managed not to kill myself)

talked fashion, Oscar voting and

2008 absinthe with Eric Clapton and HF.

2007

Marketing &
Category Business Director 2006
Nike Japan

expanded Chow, Inc. by 100% -

2005 married JiYoung Park.

Marketing Director hit the gym and the veggies -

Nike Korea 2004 lost 12kg in 6 months.

Special Projects Director mistakenly placed on the US

Nike Global Brand Management 2003 Terrorist watch list by the FBI

2002

Marketing Director shot a personal best 81

Nickelodeon Online 2001 at Hendricks Golf Course, NJ

Marketing & Business

boldly predicted Google would fail
Development Director 2000 and Apple would rule the world
MVP.com

COO & General Manager survived 8am with 55 college seniors:

FitForAll, Inc. 1999 Boston University Adjunct Professor

had my birthday dinner with

1997 Rajinʼ Cajun James Carville

Interactive Marketing Director went 3-0 vs. Notre Dame Football,

Reebok International 1995 BC Football Coaching Assistant
 marvin chow

marketing
director I am responsible for crafting and cultivating the relationship the Nike Brand has with one of the
worldʼs largest consumer, growth markets; reporting directly to the Global VP of Brand.

Nike Greater China I did:
[June 2006 - Present]
‣ worked with the Brand Team to develop and get Global Senior Management
approval of the new Greater China 3 Year Strategic Marketing Plan.
‣ maintained a dominant Basketball position with an energizing Summer
campaign, anchored by multi-city visits from Kobe, LeBron and Chris Paul.
‣ sparked a running movement in China through the 2010 Human Race, a
serious of challenges and runs that reached over 50k young runners.
‣ elevated our lifestyle position by creating the AW77 Icon among young
influencers, designers and street culture elite.
‣ created increased competitive separation that positions the Nike Brand as
the #1 overall Cool and Favorite Brand among youth in China.
‣ oversee a total team of 175 with 22 direct reports, covering mainland
China, Hong Kong and Taiwan and including advertising, digital / social
media, sports marketing, public relations and 5,500+ Nike Retail stores.

I learned how to more effectively manage a widespread organization through stronger

teamwork, increased communication and transparency as well as a more empowering and
collaborative approach,

marketing &
category I am directly responsible for leading and developing the 70 person team that manages all
consumer facing interaction for the Nike Brand, as well as the growth strategies for Nike
business Japanʼs core category businesses (m/wʼs training and basketball).
director I did: ‣ key member of the strategic team that re-energized the Nike business:
Highest revenue, surpassing 1998 record. 3 consecutive years of growth.
+12% growth and sell-through among strategic partners.
Nike Japan
[2006 - 2009] ‣ developed and led the execution of a new brand plan that repositioning Nike
in Japan as the #1 Cool and Most Favorite Brand among overall youth.
‣ re-organized the team with renewed focus on Category Brand Management,
Sports Marketing, our retail presence and our overall communication mix.
‣ Highlights include: Run Revolution, the Human Race, football grassroots,
1LOVE, Tokyo JDI, NSW launch, Account Marketing, Press Room opening.
‣ Achieved #1 Running position at key retailers (overall & #1 product).
Moved from #3 to #2 in overall Football market share.
‣ Collaborated with Masamichi Katayama and WonderWall on the creative
direction and concepting for one of Nikeʼs premier retail destinations.

I learned how to better collaborate with key stakeholders to build & execute a turn-around plan
for a premiere brand and a large scale business in a conservative, mature and complex market.

marketing
director I am responsible for leading & developing the 35 person team that manages all consumer
facing interaction for Nike in Korea, as well as the lead for key Strategic Planning initiatives.

Nike Korea I did: ‣ led the establishment of a category led organization and the development
[2004 - 2006] and execution of their strategic growth plans, which led to overall topline
growth and significant share growth (FB +12pt; NSW +8pt; RN +6pt)
‣ oversaw the 2006 World Cup campaign including key player signings,
events for 10k kids, impactful uniform launch and TuHon energy plan.
‣ grew and energized our #1 Cool position with the launch of Nike Free, the
WindRunner icon, Tee magazine, the Seoul Flagship opening, the
establishment of Star Marketing and tours by VC, LBJ and Kobe Bryant.
‣ identified and coached key high potential talent (5 total) that all received
promotions to critical positions within Nike Korea or Nike Asia Pacific.

I learned how to lead & develop a team of marketers through individual coaching, teamwork,
communication, and the creation of an idea driven, collaborative working environment.
 marvin chow

special
projects I am one of the many responsible for developing & driving strategies for “Future Brand” - the
projects, initiatives & concepts that have the potential to drive Nikeʼs success in the future.
director
I did: ‣ Led the development and planning for the relaunch of NIKE iD, the
customization & personalization platform, including: re-branding, positioning,
Nike renewed technical platform, product constructs, internal momentum.
Global Brand Management ‣ Launched Nikeʼs premium design aesthetic, the LASER collection, through an
[2003 - 2004] influencer effort that culminated in a massive party & global media exposure.
‣ Assisted on the business planning and marketing plan for Nike Cycling, in
conjunction with our partner Trek and marquee athlete Lance Armstrong.
‣ Developed a series of “briefs” that advised Senior Management on positions
ranging from budget models, leverage of technology and competitive SWOT.
‣ Team Winner of the Alberto Salazaar Award for Teamwork, for NIKE iD.

I learned how to work within the Nike matrix and contribute on a higher strategic level.

marketing &
business I am responsible for all marketing efforts and traffic driving programs for Nickelodeonʼs online
properties and e-commerce businesses.
development
‣ Developed marketing programs with all Nickelodeon lines of business
director I did:
including Live Tour promotions and Consumer Product sweepstakes.
‣ Coordinated the development of Convergent events with Nickelodeon on-air:
Nickelodeon Dora Saves the Prince, Blueʼs Big News, Meet Joe and Blueʼs Big Musical.
[2001 - 2003] ‣ Worked with advertising sales/promotions teams to manage and create
innovative, customized opportunities for existing and potential advertisers.

I learned the power of great storytelling and how to truly leverage on online presence to drive
emotion, leverage and added-value to a traditional property like Television.

marketing
director I am assisting in the development, integration and execution of the strategic and marketing
plans for MVP.com, the star-studded (and failed) e-commerce startup led by Michael Jordan,
John Elway, Wayne Gretzky and Benchmark Venture Capital. Reporting to VP of Marketing.
MVP.com
[2000 - 2001] I did: ‣ Developed online marketing programs that contributed to a 95% reduction
in the Cost-per-Acquisition and a 10x increase on the net ROI.
‣ Oversaw all of an $8m online marketing effort, including media/
sponsorships, affiliates, customer relationship and loyalty programs.
‣ Directed the total integrated marketing effort for MVP.com ($22m) bridging
marketing assets in online, television, radio, print and strategic partners.

I learned the importance and effectiveness of a fully integrated marketing campaign that
inspires with athletes, builds relationships and includes your own distribution channel.

chief
operating I am part of the original team who established and incubated the FitForAll business (your online
personal trainer) including business planning, raising capital & partnership development.
officer
I did: ‣ Presented to venture capital firms and developed business models/plans,
presentations and materials integral to fundraising efforts (Series B - $3m).
FitForAll, Inc. ‣ Led the negotiation and closure of strategic partnerships including Blue
[1999 - 2000] Cross/Blue Shield and CNN/Sports Illustrated, valued at over $100 million.
‣ Orchestrated all strategic partnerships including Apple, Intel, Yahoo!, Palm
Pilot, Women.com, ShopSports.com and Dr. Herbert Benson.

I learned more about the financial workings of a small start-up from capitalization structures, to
P&L statements, to revenue forecasting - and how to (and not to) sell and idea.
 marvin chow

interactive
marketing I am the “founder” of Reebok Interactive (May 1995) and the individual who crafted itʼs strategic
vision and oversaw all e-commerce and interactive ventures for the Reebok Brand worldwide.
director
I did: ‣ Developed and implemented strategic marketing partnerships with AOL, Intel,
the NBA, Apple, Atlanta Olympic Committee, IBM, Coca-Cola and Konami.
Reebok International ‣ Oversaw full concept, creative, strategy and production for Reebok.com, as
[1995 - 1999] well as large scale cd-rom projects and kiosks development.
‣ Performed new concept development for potential strategic partnerships.

I learned that my potential was up to me. It was my first job out of college and I was a sponge.
I had the luxury of being in the right place, in the right time and I took advantage of that.

lecturer
& adjunct I did: ‣ Introduced the first Interactive Marketing Class to the Boston University School of
Management, covering material from the creation of the Internet to the dynamics
professor of online marketing and its transformation of the new economy marketplace.
‣ Lectured to a class of 55 marketing seniors. Created semester curriculum
including syllabus, course work, class projects, assignments and guest speakers.
Boston University
School of Management
I learned how hard you have to work to engage with a bunch of college seniors at 8a. It was
[1999]
one of the toughest things I have done & I gained huge respect for the great teachers.

strategic
consultant I am the principal of noSpoon consulting, a one-stop, one-man consultancy that helps Brands
leverage the power of digital communications and technology to itʼs fullest extend.

noSpoon Consulting I did: Frictionless Commerce, Inc.

[2001] ‣ Provided strategic direction and tactical implementation of the online
marketing strategy for Frictionless Commerce (eProcurement).
D/G* Branding Agency
‣ Contributed to the development and growth of D/G* Interactive through
strategic recommendations, staffing assistance and business development.
IBM Netvista
‣ Led the development of the interactive execution to launch the IBM NetVista
Brand including OEM screen savers, tutorial programs and website.
‣ Collaborated in the creation of IBM NetVista Brand development including
logo identity, trade show collateral materials and print components.
I learned that I enjoyed the range of people and projects consulting afforded me but that
running my own business required a level of discipline that I had to train myself in.

education
Boston College
Wallace E. Carroll School of Management
Chestnut Hill, Massachusetts

B.S. May 1995

Marketing and Computer Science
 marvin chow

awards &
recognitions 2009. Award Judge, WOLDA
2009. Pencil, The One Show Interactive, NIKE iD Kiosk
2007. D&AD Winner Best Mobile Marketing Campaign, Bukatsu
2006. Inaugural Participant of Nike Xcelerate
2005. Time Asia, Gold Medal Award for Digital Innovation
2004. Winner of Nike Alberto Salazar Award, NIKE iD
2004. One Show Digital, Gold Medal for NIKE iD
2004. Cannes Digital Gold Medal for NIKE iD
2002. Silver Winner, PROMAX/BDA Award, Nick.com Right Now! TV Advertisement
1998. Selected as Industry Leader, “The Internet Industry Standard”
1998. Best Consumer Online Promotion, Ad:Tech Awards
1998. Gold Winner, Consumer Products Multimedia Title, M.I.M.C. Awards
1998. Silver Winner, Consumer CD-Rom Title, Interactive Pencil Award
1998. Outstanding Consumer Brand Website, AIGA Award
1997. Global Marketing Innovation Award, Reebok.com website launch
1997. Featured Shock Troop, “Adweekʼs Interactive Quarterly”
1997 – 1999. Boston Interactive Media Association, Board of Director

social
activity 2006 – 2007.
2007.
National Judge, Japan Air Guitar Finals
Speaker at Engage 2007 by Contagious Magazine
2006. Speaking Engagement at Japan Maronuchi Brand Forum
2003 – 2004. Volunteer, Portland Cares
2001 – 2002. Volunteer, NY A Cause for a Paws & Brooklyn Animal Rescue Center
2001 – 2002. Volunteer, New York Habitat for Humanity
1995 – 1998. Volunteer and Member, Boston AIDS Action Committee
2001 – 2002. Board Member, Sweet William Collective – Theatre Production Group
1998 – 1999. Digital Industry Expert Quotes:
Fortune Magazine, Brand Week & The Wall Street Journal
1997 – 1999. Guest Lecturer on Digital Marketing Strategy:
Harvard MBA, Boston College MBA & Boston University MBA

1993 – 1996. Offensive Teams Analyst, Boston College Football

1993 – 1995. Director, Social Awareness, Undergraduate Government, Boston College
1994 – 1995. Leader & Media Coordinator, NAMES AIDS Memorial Quilt Display
1993 – 1995. Leader and Co-Founder, Boston College CUPS Recycling program
1993 – 1995. Student Lead, Boston College Advanced Media Lab
1993 – 1995. Marketing Intern, Boston College Athletics
1992 – 1993. Campaign/Finance Manager, 1992 & 1993 UGBC Presidential Campaign
1992 – 1993. Senator, Undergraduate Government of Boston College
1992 – 1993. National Catholic Diving Championships, 6th Place
 recent work

KICK ASICSʼ ASS. BE #1 IN RUNNING.

Not an easy task but as we set off on our long journey, Revolution
was our mindset and our campaign tagline. We created an
integrated attack against Asics with key consumer groups and
decision makers, leveraging our strengths in Brand & Innovation.

‣ TVC that featured top athletes, our best running shoe and
NIKE+ ... The days of running along are over.
‣ Ramped up our digital attack through blog partners, content
development and NIKE+ functionality.
‣ Reset our retail marketing approach with a new tiering strategy
and tailor solutions by account/door.
‣ Grounded our authenticity with the signing of key strategic
federation, team and individual assets.
‣ Energize the category by involving influencers and celebrities
into the running movement.

1SHOE. 1STORE. 1YEAR. 1LOVE.

The Nike 1LOVE Store was a 1 year tribute to the 25th Anniversary of the
worldʼs most iconic shoe, the Air Force 1. Throughout the year, this
destination introduced over 250 new AF1s to Harajuku community.

To pay proper homage and stay true to the AF1ʼs roots,

this iconic shop focused on 3 strategic principals:

Build Premium Experience through top shop staff,

laser embellishment and personalization services.

Amplify sport, art and music. We held basketball tournaments, hosted club
events and partnered with NITRO to create an AF1 music video.

Be a part of the Harajuku community through local programming, product

collaborations and influencer events, all featured on the 1LOVE blog.

TOKO CITY ATTACK

In one of the most energetic cities in the world, the Nike Brand
re-affirmed itʼs position as premiere Brand for sport and youth
culture. We are the voice for young athletes and we shared their
stories to the masses. We wanted to invite Tokyo to “play”...

‣ 110 OOH units strategically placed throughout Tokyo.

‣ Skate Park Refurbishments, Local Events & Exhibits.
‣ Underwriting of University Street Dance competition.
‣ Introduction of first Street Dance Shoe, the Air Troupe.
‣ Nike Park. A 10 day festival of music, dance & skate,
attracting 3k participants and 100k spectators.
‣ Art collaborations and exhibits with Tokyo Design Tide and
Tokyo Designers Week.
marvin chow
marvinchow@gmail.com
twitter: theREALmarvin

portfolio: nospoon.com

po box 4017
beaverton, or 97076
currently: shanghai, china