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TWINKLE LING, MBA

Cell: 847.899.2398
Pflugerville, TX 78660 Email: twinklel@umich.edu

MARKETING PROFESSIONAL
CONSUMER INSIGHTS | GLOBAL BRAND MANAGEMENT | MARKETING STRATEGY

A top-performing, creative, analytical, customer-centric, highly motivated marketing professional with a proven
history of leading cross-functional teams and coordinating with international counterparts in fast-paced dynamic
environments. Proven ability to develop and execute marketing plans and facilitate internal and external
collaboration to achieve results. Expertise in quickly grasping relevant data and interpreting business implications
to provide strategic recommendations. Adept at managing multiple simultaneous projects.

AREAS OF E XPERTISE
 Global Brand Management  Media Planning & Buying  Product Positioning
 Global Marketing  Consumer Insights  Problem Solving
 Public Relations  Marketing Strategy & Execution  Consumer Messaging
 Analytical Thinking  Multi-cultural Marketing  Technology Marketing

PROFESSIONAL E XPERIENCE

DELL, INC., ROUND ROCK, TX 2009 – PRESENT


GLOBAL MARKETING MANAGER (CONSUMER STRATEGY AND MESSAGING )
 Managed global messaging strategy for families with kids, representing 30% of Dell’s revenue
 Managed Inspiron brand of desktops, laptops and netbooks, which drives over 50% of Dell’s consumer
and SMB notebook mix globally.
 Managed agencies to develop global creative concepts and copy for over 50% of new consumer desktop
and laptop launches at Dell across marketing vehicles.
 Collaborated with Product Group to develop consumer insights-driven product value propositions and
determine feature prioritization for the portfolio of Inspiron desktops, laptops and convertible tablets to
differentiate from competitors.
 Coordinated with Global Insights, CRM and agencies to conduct research to uncover consumer insights for
improved messaging.
 Conduct in-depth research and analysis to inform product portfolio and messaging prioritization, media
allocation and solutions for families with kids during key selling seasons.
 Developed messaging concept for Inspiron AIO desktop Holiday 2010 launch campaign which achieved
highest ratings in two years for the targeted audience families with kids.
 Recognized with special award during the first month on the team for optimizing product value
propositions for the Back-to-School selling season.

SHUN TAK HOLDINGS LTD., HONG KONG 2006 – 2007


SENIOR PR AND COMMUNICATIONS EXECUTIVE
 Created and implemented marketing plan for Warner Bros. Studio store launch in Hong Kong, in
collaboration with a 13-person cross-functional team.
 Managed public relations and advertising to optimize exposure for the company’s interests in a variety of
market sectors, including real estate, transportation, entertainment and retail.

MICHAEL KORS, HONG KONG 2004 – 2005


ADVERTISING & PROMOTION EXECUTIVE (ASIA-PACIFIC)
 Developed and executed 2005 media plan to launch the first MK store in Greater China.
 Attained maximum exposure for the company by coordinating first Michael Kors fashion show and press
reception in Hong Kong.
TWINKLE LING – PAGE 2

PROFESSIONAL E XPERIENCE – CONTINUED

TOMMY HILFIGER, HONG KONG


ADVERTISING & PROMOTION EXECUTIVE (ASIA-PACIFIC) 2004 – 2005
 Increased reach and brand awareness in Honk Kong and China by managing a 5-person cross-functional
team to create and implement marketing plans for two consecutive years.
 Generated press coverage with a value of $2.5+ million by collaboration with PR agency to organize the
20th anniversary fashion show in Shanghai.
 Initiated promotional activities including sales, VIP and joint promotions.
 Recognized as an expert resource for advertising and promotional activities for 30 stores throughout
China.

STARCOM WORLDWIDE, CHICAGO, IL 2001 – 2003


MEDIA PLANNER (2002 – 2003)
MEDIA BUYER (2001 – 2002)
 Analyzed budget, cost, seasonality and promotional events to create optimal media schedule for Coca-
Cola’s 2004 advertising.
 Utilized multiple media research tools to identify and deliver targeting insights.
 Advised clients on agency’s point of views based on careful evaluation of diverse media properties.
 Collaborated with Fortune 500 clients including Americatel, Avon, Best Buy, Burger King, Kellogg's,
Payless, Toys 'R' Us, Disney World and Western Union.
 Reduced cost 20% by managing and negotiating print media campaign.
 Enabled clients to meet business objectives by negotiating national television upfront and scatter buys.

E DUCATION

MASTER OF BUSINESS ADMINISTRATION


Concentrations: Marketing, Finance, Analytical Consulting, Management & Organizations
Kellogg School of Management, Northwestern University, Evanston, IL
 Advisor, Local Marketing Initiative
 Finance and Sponsorship Chair, Retail Club
 Winner, 1st Annual Kellogg Photo Competition

BACHELOR IN BUSINESS ADMINISTRATION


UNIVERSITY OF MICHIGAN, Ann Arbor, MI
 Member of Delta Sigma Pi, professional business fraternity
 Captain, champion debate team
 Awarded University Honors and Class Honors

LANGUAGES

Fluent in English, Cantonese and Mandarin. Knowledge of Shanghainese.