Rex Pham

Marketing Portfolio

Rex Pham
I am a marketer. I possess a unique blend of strategic and creative strengths that allow me to lead initiatives that generate value and enhance the relationship between brands and consumers. I am a graduating MBA Candidate at New York Universitys Stern School of Business. Through rigorous coursework (i.e. Brand Strategy, Advanced Marketing Planning Strategy), consulting projects, and internships, I have a firm foundation of marketing proficiency. I am a career switcher. Prior to my MBA, I spent 5 years in accounting, a field that refined my analytical, strategic, and cross-functional skills. Even though it was not in marketing, my past provided with a valuable business acumen that applies to any field, making me well versed for the next chapter in my career.

Who Am I ?

This is a showcase of my marketing strengths and accomplishments in a manner that personally reflects me. It is a brand story, a visual asset, and a proclamation of what I am capable of.

What is this?

Contact Information: 303 East 9th Street Apartment 1C (408) 582- 4352 rex.pham@stern.nyu.edu

Brand Building
Brenne Whisky MY Actions
! ! ! Brenne Whisky launched in NYC in 2012 and it needed help in developing a brand strategy. The founder initially wanted to market Brenne as an organic whisky, targeting females (which drew some skepticism) and she was unsure on how to generate awareness for her whisky with a very limited budget Conducted market and consumer research that revealed that organic was not a desirable feature in whisky or spirits Determined that by solely targeting females, Brenne would neglect 75% of the whisky market as males are the heaviest consumers Researched how competitors communicated with their target consumers, specifically in the digital space

MY Impact
! ! ! !

Influenced founder to re-position Brenne as the premier French whisky for the sophisticated consumers who appreciated heritage and craftsmanship Created brand story that revolved around the entrepreneurial founder Improve digital and social media assets to stimulate awareness in a cost effective way; increased online following and traffic by 20% Brenne grew from a regional to national brand in under 1 year and has been recognized by major alcohol editorials and outlets

CONSUMER MARKETING
Scratch Music Group
DJ provider Scratch Music launched a new auxiliary service for its wedding business in late 2012 where individuals could hire an additional live musician with their wedding DJ. However only 19% of clients booked a musician, which was far below expectations. Scratch questioned if this was a viable business opportunity to maintain and if it was, how to increase bookings?

My ACTIONS
! ! !

Surveyed 100 past clients for their thoughts on Scratchs musician service, 71% showed interest, identifying potential profitable opportunity Uncovered main obstacle in sale conversion was Scratchs pricing, which was 40% higher than clients average budgets Conducted extensive research on clients willingness to pay and competitive rates in select metro areas

MY IMPACT
! ! ! !

Reinforced that musician service was viable option due to demonstrated interest from clients Leveraged consumer spending data into a pricing model that revolved around clients budgets, making service more affordable to target segment Developed marketing plan that communicated musicians value to consumers and enhanced attractiveness of service Presented insights and marketing plan to Marketing Director

DIGITAL MARKETING
Scratch Music Group
Scratch faced issues with its social media marketing for its DJ Academy business. There were 4 Academies across the country and each managed its own Facebook page, which created brand inconsistency and fragmented messaging. This ultimately limited Facebooks effectiveness as a marketing tool. The Marketing Director wanted to reform its Facebook strategy.

My ACTIONS
! ! ! !

MY IMPACT
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Evaluated reach and traffic of each individual Academy page, pinpointing trends in visitor demographic and reactions toward posted content Discovered that 60% of traffic to the NYC page (the flagship) came from cities where the other 3 Academies were located Interviewed Academies to understand their Facebook objectives and how they engage their fan bases Research how companies created online communities for their consumers

Recommended that Scratch consolidate its Academy pages because NYC generated the majority of traffic. This allowed Corporate to control branding Activated Facebook Groups for each Academy to maintain community feel and to act as a direct channel for localized promotions Implemented content guidelines to ensure appropriate messaging was used After execution, Scratchs Facebook reach increased by 50%

CREATIVE STORYTELLING
UNCVR
I founded UNCVR as an online marketing platform to promote unnoticed aspects of Los Angeles lifestyle and cultural scenes, specifically in art, music, nightlife, and fashion. UNCVR differentiated itself by offering honest and personal perspectives. Guerilla Union approached UNCVR in 2012 to help generate interest and awareness for its annual Rock the Bells music festival

My ACTIONS
! ! ! !

Attended the exclusive 2012 Rock the Bells press conference Interviewed participating artists and captured photo and video content Created an editorial that highlighted the upcoming event, weaving in artists interviews and personal reflection to engage audience Produced accompanying visual content that enhanced the Rock the Bells story

MY IMPACT

Leveraged SEO keywords and social media marketing to drive 2,100 visits to editorial 1 day following the press conference, generating awareness for the event amongst target 21-30 year old audience