Rex Pham Marketing Portfolio

8/12/2019 Rex Pham Marketing Portfolio

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Rex PhamMarketing Portfolio



Rex Pham

Who Am I ?I am a marketer. I possess a unique blend of strategic and creative strengthsthat allow me to lead initiatives that generate value and enhance therelationship between brands and consumers.

I am a graduating MBA Candidate at New York University’s Stern School ofBusiness. Through rigorous coursework (i.e. Brand Strategy, AdvancedMarketing Planning Strategy), consulting projects, and internships, I have afirm foundation of marketing proficiency.

I am a career switcher. Prior to my MBA, I spent 5 years in accounting, a fieldthat refined my analytical, strategic, and cross-functional skills. Even though itwas not in marketing, my past provided with a valuable business acumen thatapplies to any field, making me well versed for the next chapter in my career.

Contact Information:303 East 9 th StreetApartment 1C(408) 582- [email protected]

What is this?This is a showcase of my marketing strengths and accomplishments in amanner that personally reflects me. It is a brand story, a visual asset, and aproclamation of what I am capable of.



Brenne Whisky launched in NYC in 2012 and it needed help in developing a brandstrategy. The founder initially wanted to market Brenne as an organic whisky,targeting females (which drew some skepticism) and she was unsure on how togenerate awareness for her whisky with a very limited budget

Brenne Whisky

Brand Building

MY Actions• 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



Scratch Music GroupDJ provider Scratch Music launched a new auxiliary service for its weddingbusiness in late 2012 where individuals could hire an additional live musician withtheir wedding DJ. However only 19% of clients booked a musician, which was farbelow expectations. Scratch questioned if this was a viable business opportunity tomaintain and if it was, how to increase bookings?

CONSUMER MARKETING

My ACTIONS• Surveyed 100 past clients for their thoughts on Scratch’s musician service, 71%

showed interest, identifying potential profitable opportunity• Uncovered main obstacle in sale conversion was Scratch’s 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 musician’s value to consumers

and enhanced attractiveness of service• Presented insights and marketing plan to Marketing Director





CREATIVE STORYTELLING

I founded UNCVR as an online marketing platform to promote unnoticed aspectsof Los Angeles’ lifestyle and cultural scenes, specifically in art, music, nightlife, andfashion. UNCVR differentiated itself by offering honest and personal perspectives.

Guerilla Union approached UNCVR in 2012 to help generate interest andawareness 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

UNCVR

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 theevent amongst target 21-30 year old audience

Documents

Rex Pham Marketing Portfolio