Marvin Chow

Cultural Anthropologist
agent of change, gsd

YOUTH PROPAGANDA DIRECTOR

work
Marketing Director Nike Greater China

/ /
2009

life
started riding my fixed gear bike (and managed not to kill myself)

2008

talked fashion, Oscar voting and absinthe with Eric Clapton and HF.

2007
Marketing & Category Business Director Nike Japan

2006

2005

expanded Chow, Inc. by 100% married JiYoung Park.

Marketing Director Nike Korea

2004

hit the gym and the veggies lost 12kg in 6 months.

Special Projects Director Nike Global Brand Management

2003

mistakenly placed on the US Terrorist watch list by the FBI

2002

Marketing Director Nickelodeon Online

2001

shot a personal best 81 at Hendricks Golf Course, NJ

Marketing & Business Development Director MVP.com

2000

boldly predicted Google would fail and Apple would rule the world

COO & General Manager FitForAll, Inc.

1999

survived 8am with 55 college seniors: Boston University Adjunct Professor

1997

had my birthday dinner with Rajinʼ Cajun James Carville

Interactive Marketing Director Reebok International

1995

went 3-0 vs. Notre Dame Football, BC Football Coaching Assistant

marvin chow marketing director
Nike Greater China [June 2006 - Present]

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. I did: ‣ 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 business director
Nike Japan [2006 - 2009]

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 Japanʼs core category businesses (m/wʼs training and basketball). 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. ‣ 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
Nike Korea [2004 - 2006]

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. I did: ‣ led the establishment of a category led organization and the development 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 director
Nike Global Brand Management [2003 - 2004]

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. I did: ‣ Led the development and planning for the relaunch of NIKE iD, the customization & personalization platform, including: re-branding, positioning, renewed technical platform, product constructs, internal momentum. ‣ Launched Nikeʼs premium design aesthetic, the LASER collection, through an 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 development director
Nickelodeon [2001 - 2003]

I am responsible for all marketing efforts and traffic driving programs for Nickelodeonʼs online properties and e-commerce businesses. I did: ‣ Developed marketing programs with all Nickelodeon lines of business including Live Tour promotions and Consumer Product sweepstakes. ‣ Coordinated the development of Convergent events with Nickelodeon on-air: Dora Saves the Prince, Blueʼs Big News, Meet Joe and Blueʼs Big Musical. ‣ 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
MVP.com [2000 - 2001]

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. 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 officer
FitForAll, Inc. [1999 - 2000]

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. I did: ‣ Presented to venture capital firms and developed business models/plans, presentations and materials integral to fundraising efforts (Series B - $3m). ‣ Led the negotiation and closure of strategic partnerships including Blue 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 director
Reebok International [1995 - 1999]

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. I did: ‣ Developed and implemented strategic marketing partnerships with AOL, Intel, the NBA, Apple, Atlanta Olympic Committee, IBM, Coca-Cola and Konami. ‣ Oversaw full concept, creative, strategy and production for Reebok.com, as 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 professor
Boston University School of Management [1999]

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 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.

I learned how hard you have to work to engage with a bunch of college seniors at 8a. It was one of the toughest things I have done & I gained huge respect for the great teachers.

strategic consultant
noSpoon Consulting [2001]

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. I did: Frictionless Commerce, Inc. ‣ 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. 2006. 2003 – 2004.

National Judge, Japan Air Guitar Finals Speaker at Engage 2007 by Contagious Magazine Speaking Engagement at Japan Maronuchi Brand Forum 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. 2001 – 2002. Volunteer and Member, Boston AIDS Action Committee Board Member, Sweet William Collective – Theatre Production Group Fortune Magazine, Brand Week & The Wall Street Journal

1998 – 1999. Digital Industry Expert Quotes: 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

Sign up to vote on this title
UsefulNot useful