curriculum vitae

TCHO VENTURES

Owner/Entrepreneur

OXYGEN BANKING

Head of Marketing

EXTRA CARD

Director of Brand & Marketing

YAMAHA CORP. AMERICA

Brand & Product Marketing

 

 

 

 

 

 

 

  

APPLE | BEATS BY DR. DRE

Global Brand Management

  • Business Strategy, Influencer/Social Creator Management, Social Media Strategy/Management, Partnership Marketing, Brand and Growth Strategy across Tech, Consumer packaged goods, restaurant/dining, beauty & music.

 

  • Build overarching business and marketing strategya Healthcare & Fintech built for Gen Z and Millennials who want a salary and a side-hustle.

  • Lead the company's hyper-growth and nurture a cross-functional team (14 direct reports) across brand strategy, social media, consumer research and creative studio to scale $500k/weekly marketing efforts (ASO, CRO, follower/membership)

  • Drive the strategic vision, executing comprehensive go-to-market strategies and product marketing campaigns yielding 40% growth YOY in direct to consumer sales; secured Yamaha’s position as category leader in market share

  • Lead and design consumer research to identify global industry trends, growth opportunities and capture consumer insights guiding new product development in high growth categories and inform improvements to the consumer experience on digital and retail platforms

  • Pilot offense strategy of the legacy brand to cultivate and target new consumers to further promote brand recognition, drive engagement, and ultimately foster lifelong brand fanatics in targeted consumer base

  • Initiate and build inaugural digital marketing and content strategy to leverage educational and entertainment content to grow sales and secure Yamaha as market share leader (30%) across multiple product categories in 2017

  • Direct internal creative agency partners and operational marketing teams with 4 direct reports

  • Defined and led the strategic global brand vision and objectives driven by deep cultural insights and deployed through digital brand storytelling, premium and flagship retail presentation,
    and disruptive marketing initiatives to ignite an aging electronics category to explosively and exponentially grow from a $100M category to a $2.0BB+ industry over a 20 month period

  • Crafted and directed award-winning integrated 360-degree marketing campaigns, recognized for industry leading strategies sensitive to an evolving digital and retail landscape and fueled by compelling branded content precisely aligned to specific cultural moments (see pg. 3)

  • Constructed a pioneering social media model that hyper-targeted an active social user to fuel fanatical engagement and amass a global followership by leveraging regional influencers, launching key social media platforms in China, Brazil, and the US, and executing cross-pollination tactics

  • Owned the conceptualization, planning, and execution of all brand and product campaigns including innovative OOH takeovers, experiential activations in strategic locales, long-term retailer- brand partnerships, and Entertainment and Sports Marketing influencer strategy.

  • Accelerated market growth via to be the #1 selling headphone brand in North America, Europe, APAC, and LATAM in 6 months

  • Amplified a global $50MM media budget across territories and developed local geographical campaign strategies to garner media and editorial impressions, fuel engagement through social media, and push conversion at ecommerce and retail

  • Established Beats’ brand authority in sports by engineering and directing a sports marketing strategy to target major Olympic moments through strategic seeding; ignited over 17BB+ organic impressions and generated massive coverage across TV/media, editorial, and social channels during the 2012 London Olympic Games

  • Sourced and supervised multiple agency and creative partners; directed internal creative team to deliver campaign and retailer specific assets

  • Created a best-in-class, refreshable, high-touchpoint, and content focused retail point of purchase experience that revitalized the Best Buy business and revolutionized the industry approach to retail within 3 months of separating from Monster Cables

  • Cultivated and fostered retailer-brand partnerships that spanned from brand awareness to in- store retailer purchase and included the launch of unique flagship store-in-store retail and pop- up experiences to create energy and drive sell-out products for channel exclusives at Fred Segal, Harrods, Selfridges, Dover Street Market, Best Buy Flagship, and the Beats Soho Store.

  • Produced concepts and directed agency executions of award-winning consumer experiences at pinnacle culture moments for CES, KCON, SXSW, NFL & NBA Draft, Super Bowl, ESPYS, VMAs, etc.

  • Orchestrated the global launch of Beatsbydre.com and 11 global direct to consumer ecommerce platforms including China, Korea, Japan, Taiwan, France, Germany, UK, Spain, Mexico, and Russia.

  • Programmed and delivered evergreen retail and digital campaign toolkits for global retailers in over 5,000+ doors

TESCO | FRESH & EASY

Brand & Marketing Management

Brand analysis, Internal consulting, and Strategy development on projects. FP&A and Business reporting. 

  • Developed and deployed a first ever company-wide internal communications platform that benchmarked and reported on marketing and other operational ef ciencies for executive reporting

  • Created and delivered marketing plans and recaps to successfully launch new store formats in targeted regions

  • Oversaw and executed analysis to optimize company’s marketing mix resulting in a ROI improvement of 18%

JAKKS PACIFIC

Brand Management

Brand marketing and product development on action figures and games. P&L Management. 

  • Identified and drove new category growth by launching a rst ever Games Division that licensed and leveraged existing brands Pokémon, Pirates of the Caribbean, and Phineas & Ferb.

  • Supported the top and bottom line growth through P&L management of toy categories to help position company into the top three toy companies worldwide

Spongebob
Pokemon
Disney Pirates' of the Caribbean
Phineas & Ferb

BROWN FORMAN

Product Innovation

Product development and innovation.

Jack Daniels
Fetzer Wines
Southern Comfort
Woodford Reserve
Next Generation Irish Whiskey Category
Female Targeted Vodka Category

CONTACT

Thomas H. Cho

Vanderbilt University, MBA
University of Texas at Austin, B.S. Arch Eng.

instagram @thommycho
email thommycho [at] gmail [dot] com
phone five12.773.37five3