MSc brand leadership Yearbook 2013-2014
Norwich Business School University of East Anglia University Plain Norwich NR4 7TJ United Kingdom Brand Leadership team brandleadership@uea.ac.uk +44 (0)1603 591429 www.business.uea.ac.uk
2
Welcome This book introduces you to some of the brand leaders of the future. It’s a chance for you to get to know the students on the fourth year of the Brand Leadership MSc programme at the University of East Anglia, Norwich, UK. We’ve selected these students very carefully, and we’re giving them a broad-ranging education in branding – a programme that combines rigour with creativity. As a result, we think they can make a huge impact on you and your organisation. If you’d like to know more about the programme, or about any of the students, do ask us. Peter Schmidt-Hansen and Robert Jones, Programme Directors
3
About the programme This is the world’s first postgraduate course that puts brand at the heart of business. About the programme This is the world’s first postgraduate course that puts brand at the heart of business. This unique collaboration between UEA and professional brand consultants gives students everything they need to become a brand leader – either in a large company or in a brand or advertising agency. The roles students will be ready for include:
Comprehensive knowledge Students get a comprehensive grounding in branding – both its commercial role and its social impact. The course consists of seven main modules, plus a substantial dissertation. The modules cover:
• consultant or account manager in a brand consultancy
• brand and strategy, a rigorous exploration of the concept of brand equity
• planner or account person in an advertising or PR agency • brand manager or marketing manager in a brand-owning company • brand manager or marketing manager in a not-for-profit organisation. Theory and practice The course was created by Norwich Business School with Robert Jones, who has 20 years’ experience at the global brand consultancy Wolff Olins. It’s taught by nine UEA faculty members, with the participation of over 30 brand businesses. The programme covers the theory and practice of branding, with an approach that’s both deeply rigorous and highly creative.
4
• brand now, an up-to-the-minute survey of the world of branding
• brand, society and culture, a unique interdisciplinary study of the role of brands in the world • brands in action, which challenges students to translate theory into practice • brand research, a wide-ranging examination of current market research techniques • innovation and organisational transformation, exploring the impact of brand on organisational development • consumer brand behaviour, which looks at why we do what we do
Mind-opening experiences Alongside their core learning and main modules, the programme offers an extraordinary range of extras: • a mentoring programme, which gives each student one-to-one access to a senior branding professional • masterclasses with senior practitioners and some of the world’s top branding academics • visits to brand-led businesses, brand consultancies and advertising agencies • projects, tackling real brand issues for real businesses • optional work experience • and a special programme called ‘Brand me’ which helps students define their own personal brand
This year’s highlights Some of this year’s highlights are: • mentors including senior strategists from Wolff Olins, FITCH and Pentagram • masterclasses with start-up expert Asi Sharabi, Graham Gannon of Google, Hans Arnold of Arnold Brand Consulting, James Tipple of Virgin, Graham Josephs of Historic Royal Palaces and Nick Parker of The Writer • visits to Seren, VCCP, Wolff Olins, AMV.BBDO, Enjoy Work, Fitch, Brand Learning and to the highly innovative alcohol business Adnams • projects with a chain of natural health pharmacies, a cutting edge recruitment company and a local wildlife trust What’s unique about the programme • puts branding at the heart of business, not just an aspect of marketing
“For me the Brand Leadership program is about professional and self-development. It is a context that expanded my horizon, helped to establish
• unique collaboration between university and the branding profession • mentoring, masterclasses, visits, projects and placements
connections between various sides of the industry and increase self-awareness.” Anna Kulchinskaya, 2013 - 14 MSc Brand Leadership student
5
Russia
South Korea
UK
Bahrain
United Arab Emirates
China
Japan
Taiwan Mexico Nigeria
Hong Kong
Oman India Vietnam
where they’re from About the students This year’s group of 22 students come from all over the world. Around half have front-line experience in marketing or advertising roles, while a small proportion joined the programme straight from a first or second degree course. All have good quality degrees and excellent English.
Work experience before the course
The students Total size of class: 22 Average age: 28 Male: 32% Female: 68%
• industry
• advertising • events • design • media • marketing • project management • research • retail • sales Ambitions after the course Most students are looking for consulting or marketing management roles - and several have a long-term ambition to open up their own brand consultancies back in their home markets.
“It’s been a brilliant, life-changing year for me on the Brand Leadership course. The course gave us the opportunity to spread our wings, do some great work, and get some real experience under our belts, I learned so much from it.” Karl Brooks, 2013 MSc Brand Leadership student
6
Recruiting from the programme We want to help you find the new recruits who best meet your needs. Using this yearbook Please use this book to look for potential recruits, and feel free to contact them directly through their email address. If you have problems getting in touch, email us at brandleadership@uea.ac.uk, and we’ll be happy to help.
Interviewing candidates We have great facilities in Norwich and London for interviewing students and so please do ask us if you’d like to arrange this. Advertising your vacancies If you have particular gaps to fill, let us know. We’ll pass on details to all the Brand Leadership students, and we can advertise more widely across UEA if you’d like us to.
7
Working with the students There are five exciting ways you can work with the students before they graduate. Be a mentor A uniquely valuable part of the programme is the mentoring scheme. Each student gets a mentor who’s a senior practitioner. If you’d like to be a mentor, do let us know. All we ask is that you see your student three times over the course of the year - they’ll be thrilled to get the benefit of your experience and ideas.
Do a project The most valuable learning comes from doing real projects for real clients. Each year, we divide the students into teams to take on demanding brand projects. If your organisation has a brand issue, and you’d like to get a team of committed and well informed brains working on it, please tell us.
Give a masterclass Through the year, we arrange a series of masterclasses where guests come in and talk to the students, and share their theoretical thinking or practical experience. If you have a story to tell and are interested in giving a masterclass, let us know.
Offer work experience We want every student to have the chance of work experience for up to one month from September. This is the best possible way for them to experience the branding business from the inside. If you can offer a placement, we’re sure you’ll benefit from your intern’s skills and enthusiasm.
Invite the students We’re keen for students to experience great brands, and great branding advisers at first hand. If you’re able to invite them to your organisation, and maybe give them a tour or a couple of short talks, we’d love to hear from you.
“This programme is overwhelming and yet truly inspiring. It has deepened my understanding of branding to its core and has enlightened me with inspirational perspectives to integrate my experiences with branding” Szu-Yuan Tseng, 2013 - 14 MSc Brand Leadership student
8
The students Adebajo Adedapo
dapoadebajo@gmail.com
+44 (0) 7778 455031
p. 10
Al Hinaai Badar
alhinai.bader@gmail.com
+44 (0) 7770 616090
p. 11
Allaith Aalaa
aalaa.allaith@gmail.com
+44 (0) 7454 756046
p. 12
Bian Jiangliu
isismout@hotmail.com
+44 (0) 7419 282508
p. 13
Brook Katherine
kat_brook@hotmail.co.uk
+44 (0) 7891 047686
p. 14
Feng Jin
paulinevspaupau@gmail.com
+44 (0) 7564 609021
p. 15
Gomez Beick Andrea
beickmx@yahoo.com
+44 (0) 7999 237082
p. 16
Huang Siwei
cecilia.siwei@gmail.com
+44 (0) 7934 067815
p. 17
Kulchinskaya Anna
akulchinskaya@gmail.com
+44 (0) 7776 560298
p. 18
Kumar Dileep
dileep.kr7@gmail.com
+44 (0) 7776 612423
p. 19
Liu Fei
sunflower_fay@hotmail.com
+44 (0) 7922 100185
p. 20
Liu Pei-Yu
paige.liu13@gmail.com
+44 (0) 7462 380603
p. 21
Mohamedhadi Mohamed
mhd.alawadhi@icloud.com
+44 (0) 7526 172097
p. 22
Okada Mari
m.okada.0719@gmail.com
+44 (0) 7460 065578
p. 23
Tai Li-Wei
haziee1010@gmail.com
+44 (0) 7928 382053
p. 24
Tretyakova Anna
paul.ist.faul@gmail.com
+44 (0) 7543 813789
p. 25
Trinh Linh
k.linhtrinh@gmail.com
+44 (0) 7472 343560
p. 26
Tseng Shu-Hsuan
pc610589@gmail.com
+44 (0) 7706 278019
p. 27
Tseng Szu-Yuan
victor.sy.tseng@gmail.com
+44 (0) 7462 697460
p. 28
Wang Yi-Wen
rachelwang@live.co.uk
+44 (0) 7751 489269
p. 29
Woo Hyeyeon
hyeyeonwoo@hotmail.com
+44 (0) 7462 481114
p. 30
Yu Zhi
issacyuzhi@icloud.comÂ
+44 (0) 7596 981469
p. 31
9
Adedapo Adebajo Education and qualifications 2013-2014 Norwich Business School, University of East Anglia, UK MSc Brand Leadership (full-time programme) Currently studying towards 2011 School of Media and Communications, Pan-Atlantic University (formerly Pan-African University), Nigeria MSc Media and Communications (full-time programme) (Marketing Communication stream) 2008 University of Lagos, Lagos, Nigeria BSc Sociology (full-time programme)
Professional experience 2012-2013
2011
2009-2010
Communications and Marketing Research Group, Nigeria Research Executive • Wrote research proposals for clients • Formulated research methodologies to tackle clients’ problems and needs • Conducted in-depth interviews and focus group discussions • Designed research instruments such as questionnaire and discussion guide • Developed data interpretation and report writing skills • Developed the skill of presenting research findings to clients Insight Communications, Lagos, Nigeria MSc Intern Account Planning Unit • Initiated research to ensure that consumers’ needs are well known • Prepared creative and media briefs from the consumers’ perspective • Devised marketing, creative and media strategies for clients Galaxy Television, Ibadan, Nigeria Assistant Program Coordinator • Assisted with scheduling of television programs • Assisted with smooth transmission of programs • Assisted with program planning
Project experience Stimulus Initiative for Youth and Social Development, Nigeria, 2012 In 2012, I volunteered as a member of Stimulus Initiative, a non-governmental organisation that focuses on youth empowerment and improving the standard of education in Nigeria. I was assigned the position of a strategist and my role was to help the NGO develop into a brand. I created an organisational structure, wrote the NGO’s strategic plan, contributed ideas and devised strategies that enhanced the awareness and growth of the organisation.
10
Also known as Dapo Email dapoadebajo@gmail.com Telephone +44 (0) 7778 455031 Languages English (First Language) Yoruba (Native Language) About me I am an ambitious person who can communicate at various levels and can work with a wide range of people to achieve set goals and objectives. I am creative, intuitive and can thrive under pressure with interest in challenges. Career interests My career goal is to become a brand strategist in a company or a brand consultant in a branding agency. I intend to integrate my research experience with branding knowledge to help brands grow and become successful.
Badar Al Hinaai Education and qualifications 2013-2014 Norwich Business School, University of East Anglia, UK MSc Brand Leadership (full-time programme) Currently studying towards 2002-2007 Sultan Qaboos University, Oman BSc Marketing (full-time programme)
Professional experience 2012 Omantel, Oman Social Media Manager Telecommunications • Planning and starting the transformation process of the company’s social media presence • Integrating social media with marketing communications, online, PR, internal communication, and HR • Developing the new social media strategy and staff social media policy • Generating, analysing, and reporting social media metrics as part of Business Intelligence Weekly Report • Planning and implementing the ‘Customer Service over Social Media’ project with the Contact Centre • Contributing to the development of the corporate communications strategy 2010-2012
Oman Sail, Oman Digital Communications Manager Sports and Tourism
2009-2010
Oxygen, Oman Arabic Copywriter Advertising
2008-2009 Omran, Oman Marketing Assistant Tourism Development
Project experience Oman TV and Radio Rebranding Project, Oman I am a member in the Oman TV and Radio Rebranding Committee that overlooks the project and report to the Chairman of Public Authority of Radio and Television.
Email alhinai.bader@gmail.com badar.al-hinaai@uea.ac.uk Telephone +44 (0) 7770 616090 +968 9902 1933 Languages English (fluent) Arabic (native) About me I am passionate about brands and new media as I find it a very interesting combination. I am creative and multitasking. My ambition is to establish branding culture in my country and contribute in making it as an industry. Career interests I would like to help organisations that need to strengthen their brands and make them more relevant to their audience. I am passionate to utilise my knowledge, experience, and skills for the organisation’s success.
2nd Asian Beach Games, Muscat, 2010 I was part of the creative team that developed the 2nd Asian Beach Games Muscat 2010 brand, which was assigned to the agency I worked for.. Omran rebranding, Oman I was part of the team that worked on the rebranding project for Oman Tourism Development Company (Omran), starting from inviting branding agencies to bid, evaluating the proposals with my managers, and working with the winning agency, Wolff Olins.
11
Aalaa Allaith Education and qualifications 2013-2014 Norwich Business School, University of East Anglia, UK MSc Brand Leadership (full-time programme) Currently studying towards 2009
University of Bahrain, Bahrain BA. Mass Communication – Marketing Honours: University’s Second Honoured Degree, Dean’s Honoured Students
Professional experience 2008-2013
Bahrain Polytechnic, Bahrain Team Leader: Marketing (2010 – 2013) • Responsible for planning and conducting marketing projects and campaigns, as well as utilising media channels • Responsible for leading and managing the Design Team • Responsible for brand management • Support in development of strategic plans and managing objectives • Support in budget planning and departmental overall management Previous positions held at Bahrain Polytechnic (2008 – 2010): • Marketing and Communications Coordinator • Marketing Assistant
2008
Gulf Marcom, Bahrain Media Executive
2005-2007
Dar Al-Waqt for Information, Bahrain Freelance Journalist Al-Waqt Newspaper
2007 Batelco (Bahrain Telecommunications Company), Bahrain Intern Corporate Affairs 2006
Supreme Council for Women, Bahrain Intern (Strategy Affairs)
Email aalaa.allaith@gmail.com Telephone + 44 (0) 7454 756046 Languages Arabic (native) English (fluent) About me I am a dedicated learner, who likes to search for better ways to do things in life. I am enthusiastic about what I love, making me committed and responsible. I like to constantly shift between zooming-out and zoomingin when given a project, giving myself a chance to see the big picture and yet appreciate and understand the details. I am strongly driven by the way branding is translated into the everyday life around us. I look at fresh marketing and branding approaches as an integration of senses, and somehow, I see everything falling into place once it has been communicated and branded effectively. Career interests The possibilities that can be created combining visuals, culture and applications of creativity with a good marketing and communications strategy fascinate me. I am also profoundly interested by the role of the social collective in trend creation and buzz marketing. I am curious about the application of behavioural and cognitive sciences in the world of branding.
12
Jiangliu Bian Education and qualifications 2013-2014 Norwich Business School, University of East Anglia, UK MSc Brand Leadership (full-time programme) Currently studying towards 2005
Communication University of China – International Communication School; Beijing, China BA, major in Turkish Language, minor in Journalism
Professional experience 2010-2013
Alcatel – Lucent Shanghai Bell; Hangzhou, China Regional Sales Manager South East Region of Zhejiang Province • Established and maintained customer relationship • Led and executed bidding process • Responsible for Contract negotiations, modification for final approval • In charge of project management and coordination • Managed local delivery and outsourcing team
2010 DELL, Xiamen, China Account Manager Global 500 Sector 2006-2010
Huawei Technologies, Istanbul, Turkey Account Manager Telecom Sector
2004-2005 HZTV, Hangzhou, China Intern, Journalist & Editor
Project experience China Mobile & China Telecom, 2010-2013 Project Management – Collaborated with internal/external resources on projects executions. Managed customer expectations; Oversaw project on time execution, and service qualities. Awards & Achievements – Achieved year over year sales growth of over 15% while the overall company sales stagnates. Awarded best sales of the region. Turkish Telecom, 2006-2010 Brand Building – Led Huawei’s marketing resources to establish Huawei’s brand in Turkish Telecom industry. Developed marketing messages, coordinated on key marketing events, drove the marketing campaign, and liaison with core industrial PR channels to increase Huawei’s brand awareness. Project Management – Collaborated with internal/external resources on key projects executions and service deliveries. Managed customer expectations; Ensure project on time execution, and service qualities. Team Building – Part of the original core team to start-up the Turkish market. Assisted the GM on team building. Team grew 10 folds in 4 years. Awards & Achievements – Successfully penetrated Turkish telecom and grew annual sales form zero to over US $30 M; Awarded best sales numerous times.
Also known as Iris Email isismout@hotmail.com Telephone +44 (0) 7419 282508 Languages Mandarin (native) English (fluent) Turkish (fluent) About me I am an energetic and outgoing person with a strong sense of responsibility and positive work attitude. I have good communication and team working skill in multi-culture working environment. Career interests I’m interested in working as a brand leader in a company or a brand consultant in an agency, I believe my previous working experience and the knowledge of branding would bring different perspectives to my future companies.
13
Katherine Brook Education and qualifications 2013-2014 Norwich Business School, University of East Anglia, UK MSc Brand Leadership (full-time programme) Currently studying towards 2010-2013 Norwich Business School, University of East Anglia, UK BSc Business Management (Class I* (Starred First))
Professional experience 2013
2012
14
Animal Inns Ltd Marketing Manager • My role involved increasing footfall to The Wildebeest (one of the Animal Inns Pubs) • Designed, created and distributed promotional materials • Designed new branding • Set up multiple PR opportunities including features in the EDP and the Norwich Resident • I run the social media sites for The Wildebeest Open Contact Marketing Intern • My position at OpenContact involved working on different aspects of marketing within the company including set up and design of the company’s intranet, including website design, logo creation and writing content, reviewing online and offline marketing strategies and making recommendations setting up a direct marketing campaign to target new customers in order to bring new clients to the company and entering the company in several prestigious awards, resulting in OpenContact being shortlisted
Email kat_brook@hotmail.co.uk Telephone +44 (0) 7891 047686 Languages English (native) About me My strengths are creativity, a desire to do something different and my practical outlook. I am an outgoing, confident person with a strong focus, who always aims high. Career interests My primary interest is to enjoy a career within the branding and advertising industry. I appreciate originality, and personality; that is what I will bring to the future of branding.
Jin Feng Education and qualifications 2013-2014 Norwich Business School, University of East Anglia, UK MSc Brand Leadership (full-time programme) Currently studying towards 2009
Shanghai Institute of Foreign Trade Business Administration / Bachelor of Management
Professional experience 2011-2013
2009-2011
CHANEL (Media Planning) Production Executive • Responsible for the production of both offline and online advert assets including Print ad, TV commercial, digital and outdoor • Daily communication and coordination with local marketing, PR team and Paris office • Monitor and control the production budget • Competitor adverts performance review and analysis
Also known as Pauline
Young & Roubicam (4A) Senior Account Executive • Key clients: Starbucks, Budweiser, Accenture and Bacardi • Responsible for the communication and maintenance with the client, provide the service to multi-brands and supervised specific project implementation • Working with global team and coordination • Collect the brand case study and make the competitor review • Advertising censorship communication
Languages English (fluent) Mandarin (native)
2009 Webershandwick Intern • Key clients: Nike, ECCO, Durex and Asobio • Daily / Monthly Media clipping summary and detail report • Monthly competitor clipping summary and detail report • Identify and cultivate relationships with media and influencers • Manage and maintain media database and event on-site support
Project experience Project supervisor for CHANEL No.5 2013 communication campaign, China, 2013 (featuring Brad Pitt) I was responsible for coordinating and supervising the local adaptation of the CHANEL No.5 2013 communication campaign’s global debut in China including TV, print, outdoor and digital adverts. I worked with the Paris production team and local top management through the adaptation.
Email paulinevspaupau@gmail.com Telephone +44 (0) 7564 609021
About me I perceive myself as a passionate and inspirational individual who believes in the power of innovation and get ready to face challenge. I treasure the experience from life, exploring every chance to feel and learn. Career interests Having the experience on advertising, PR and media planning, I would like to contribute my expertise as a brand consultant in agency to conduct more practice for different industries next three years. In the long run, my career plan is to focus on the brand communication in the fashion & luxury company.
15
Andrea Gomez Beick Education and qualifications 2013-2014 Norwich Business School, University of East Anglia, UK MSc Brand Leadership (full-time programme) Currently studying towards 2005 Universidad Anahuac, Mexico City, Mexico Bachelor in Marketing
Professional experience 2012-2013
Samsung Electronics, Mexico Sales Executive • Client service • KAM: Bodega Aurrerá & Best Buy • Weekly forecast of sell out, sell in and wos • Weekly replenishments suggestion reports • Monthly client marketing promotions • Commercial agreement and seasonal purchases negotiations • Financial status per account • Salesmen in POS
2011-2012 Segmenta Service Executive • Client service • Prospection of new clients: Watches and sports apparel • SI and SO report analysis 2008-2011
2006-2007
16
Sony de México, Mexico Sales Chief • Elaboration and management of product’s strategies and promotions • Analysis of sell out reports • Inventory and sell-in analysis • Support in the areas of invoicing and logistics • Attention to vendors • Client service • Logistics’ client management Ogilvy & Mather Account Executive
Email beickmx@yahoo.com Telephone +44 (0) 7999 237082 Languages Spanish English German About me My everyday philosophy is a simple as: Be passionate, be creative! When both are combined, fantastic things happen, you start to think outside the box. Because according to Hegel: “Nothing great in the world has been accomplished without a great passion. Career interests Confucius said: “Choose a job you love, and you will never have to work a day in your life.” Love is for me is what the branding world stands for. My next step is to be part of the strategic branding team at an agency.
Siwei Huang Education and qualifications 2013-2014 Norwich Business School, University of East Anglia, UK MSc Brand Leadership (full-time programme) Currently studying towards 2013
School of Economics, University of East Anglia, UK BSc Business Economics (full-time programme)
2010
INTO, University of East Anglia, UK International Foundation Programme in Accounting, Business, Economics and Maths (full-time programme)
Professional experience 2012 Guorun Real Estate Trading Co, China Internship • Involved in residential sale • Coordinated a series of promotion projects • Assisted in online marketing programme • Developed customer service and interpersonal skills 2010 Fair Trade, Norwich, UK Volunteer • Assisted in city Fair Trade exhibition • Coordinated a series of workshops at university • Communicated with visitors and workshop attendees to promote ideas of Fair Trade
Project experience Influence of Advertisement, Norwich, UK, 2010 This was the final project of my foundation year including dedicated questionnaire survey in city, presentation in front of all foundation and diploma students and a written report. Our aim was to find out how people are affected by advertising and their attitudes towards it, regarding types of advertising, categories of product, branding and slogan. I contributed to questionnaire design and got full involvement in every stage of the project.
Email si-wei.huang@uea.ac.uk Telephone +44 (0) 7934 067815 Languages Mandarin (native) English (fluent) Japanese (intermediate) Cantonese (basic) About me I am a creative thinker who can adopt well and keep determined in any new challenging circumstances. Being optimistic and responsible for life, I hope I can bring success to the career I involve and bring happiness to the people I love. Career interests My plan is to build up profession as a brand strategist in a branding agency where I can learn and contribute over the next five years. The next step would be converting my old-fashioned family business into a modern branded business. In ten years time, I seek to set up my own business and become an influential brand leader.
17
Anna Kulchinskaya Education and qualifications 2013-2014 Norwich Business School, University of East Anglia, UK MSc Brand Leadership (full-time programme) Currently studying towards 2013 National Research University Higher School of Economics, Moscow, Russia Specialist degree in Advertising (full-time programme) 2012 Royal Institute of Technology, Stockholm, Sweden MA Media Management (exchange student) 2011 Norwegian Business School, Oslo, Norway ‘Intercultural management: A Scandinavian Perspective’ (Summer programme)
Professional experience 2013
2011
Fleishman-Hillard Vanguard PR-agency, Moscow, Russia Media-relations Assistant Intern, Corporate and Public Affairs Practice • Monitored and evaluated media coverage relating to clients in the tourism and travel industry • Was responsible for creative adaptation (between Russian and English) and distribution of media materials Communicated with media outlets to arrange press coverage, events and conferences Leo Burnett Advertising Agency, Moscow, Russia Junior Copywriter Intern Creative Department • Contributed towards the development of the verbal content of ad campaigns
Project experience Predication Markets - Stockholm Political Exchange, Stockholm, Sweden, 2012 I was involved in a group project for the Prime and United Minds Agency on behalf of Stockholm School of Economics that was part of my student exchange programme in Sweden. The purpose of the project was to introduce new methods of analysis of the political arena in Sweden. No more War Festival, Service Civil International (NGO), Wustrow, Germany, 2010 As a volunteer I cooperated with other international volunteers and led a workshop on ‘Conflict: models and ways in which it can be overcome’ that was a part of the project.
18
Also known as Anya Email akulchinskaya@gmail.com Telephone +44 (0) 7776 560298 Languages Russian (native) English (fluent) Swedish (basic) French (basic) About me I question ideas and concepts to find the meaning, keep eyes open to discover the world, use opportunities to challenge myself, learn from failures to grow and believe in powerful thoughts to be inspired ‘If you reach for the stars, you might not quite get one, but you won’t end up with a handful of mud, either’ (Leo Burnett) Career interests ‘Meaning’ is the core notion that people, companies and countries are looking for. I would like to work in brand consultancy as a strategist to help transform ‘businesses’ into meaningful brands that shape reality. My ambition is to make them distinctive with the clarity of rigorous thinking and creative ideas.
Dileep Kumar Education and qualifications 2013-2014 Norwich Business School, University of East Anglia, UK MSc Brand Leadership (full-time programme) Currently studying towards 2011
Institute of management studies, Noida Graduate in journalism and mass media
2007
KV Trimulgherrry Secunderabad A.P XII (CBSE board)
2005
KV AMC Lucknow UP X (CBSE board)
Professional experience 2012
Shimmer Productions.pvt Ltd New Delhi, India Work Experience • Designed the promotional strategy for brands • Involved in buying advertising media and designing the overall structure of advertising processes
2011 Beyond Deams Production, Mumbai, India Internship • Learned about creative story telling in social media • Experienced about the promotional structure of any new launched sitcom • Assisted on social media activities and managed youtube channel for the company • Learned how branding works in film making
Project experience Business Development and Advertising, Shimmer Productions Pvt. Ltd Delhi, India, 2012 During this time, my team conducted research to understand who the potential clients are for the company, fixed meetings with them and made presentations for the business growth. During this project we re-designed the website and gave our recommendations for the future growth of the company which also included change in the branding strategy.
Email dileep.kumar@uea.ac.uk Telephone +44 (0) 7776 612423 Languages Hindi (fluent) English (fluent) Urdu (fluent) Punjabi (native) About me I am a positive thinker, believe in myself. My strengths are my confidence and positive approach to everything. My passion is to create new brands for future. Career interests I would like to work in an organisation where I can contribute my new ideas which can help brands to grow in the future. Later on in life I aim to set up my own brand consultancy.
19
Fei Liu Education and qualifications 2013-2014 Norwich Business School, University of East Anglia, UK MSc Brand Leadership (full-time programme) Currently studying towards 2009
University of Jinan, China BSc Applied Psychology (full-time programme)
Professional experience 2011-2013
2009-2011
TBEA Real Estate Development Co Ltd Training Assistant • Attended external forums and conferences • Gave orientation training to new employees • Gave marketing training to salesmen • Helped staff to design career planning and management • Did talent assessments for workers and promoted external trainings for senior managers and technical staff • Evaluated training effects using work tracking and performance reports TBEA Real Estate Development Co Ltd Training Specialist • Built and maintained training sector of e-HR system • Investigated training demand, and made annual training plans • Managed internal and external training • Assisted HR manager to manage employee relationships
Project experience Standard operating procedure (SOP) in TBEA real estate development Co Ltd Cooperated with SAP consultancy to learn job functions of 15 departments relating to Technology Research Department, Sales & Marketing Department, Cost Control Department, Customer Service Department, etc. Interviewed over 300 staffs to record their job responsibilities and work duties. Through SOP consulting we clarified both departmental and personal duties and then combined 15 departments into 9, which simplified work procedures efficiently. Psychological health programme in University of Jinan Launched and invited some psychological counselors to join this programme, guiding undergraduates to develop stress management skills, emotional regulation, and how to overcome social phobia and perfectionism.
20
Also known as Fay Email sunflower_fay@hotmail.com Telephone +44 (0) 7922 100185 Languages Chinese (native) English (fluent) About me I enjoy innovation but obey established rules; I appreciate exciting challenges but respect rational thinking. Career interests I am interested in helping small and medium enterprises to build valuable brands; I also would like to create a consultancy that is focused on both organisational and personal branding.
Pei-Yu Liu Education and qualifications 2013-2014 Norwich Business School, University of East Anglia, UK MSc Brand Leadership (full-time programme) Currently studying towards 2006-2009
National Chung Hsing University, Taichung City, Taiwan BA in Marketing (full-time programme) Modules: Multicultural Marketing, Strategic Marketing, International Business Management ,E-commerce ,Brand Management. Winner of Philip Business Case Competition 2009
Professional experience 2012
2010-2012
2008-2010
Join PR, Taipei City, Taiwan Top 3 PR agency in Taiwan with specialisation in global luxury brands PR Specialist • Plan and execute over 40 PR campaigns in 8 months • Implement events for world prestigious clients, including Chanel, Burberry, Cartier, Estee Lauder • Work with industries with a great diversity (luxury, high street fashion, beauty, electronics) • Write press releases and other forms of media communication • Develop and optimise PR content ideas to secure media coverage • Outreach and manage relationships with bloggers and journalists Albion Taiwan, Taipei City, Taiwan Top 2 beauty brand in Japan with a strong global presence Marketing Specialist • Plan and execute integrated marketing plans with a annual budget over NTD$ 50 million • Develop visual merchandising plan and strategy for all channels • Liaise with relevant departments to maximise the performance • Coordinate with trade partners to deliver the best results • Monitor and analyse marketing expenses and budget • Produce marketing performance reports based on ROI as well as other business KPI • Compile marketing event guidelines for third parties to support the event Estée Lauder Taiwan (ELCA, Inc), Taipei City, Taiwan World’s leading manufacturer and marketer of high quality skincare products PR Assistant, Estée Lauder
Email paige.liu13@gmail.com Telephone +44 (0) 7462 380603 Languages Mandarin Chinese (native) Taiwanese (native) English (fluent) About me I believe that everyone should believe in themselves, no matter a person, company or organisation. Branding is the way can help everyone understanding themselves, believe the things you’re doing and what you are going to do in the future. True inner is the most sustainable way to make you grow. Career interests I would like to apply my education and work experience in branding, PR and marketing as a brand consultant or strategist and ultimately bring that experience and education into national, cultural and personal branding sector.
Project experience Chantal Thomass Taiwan Launching Event, 2013, Taiwan In November 2013, Chantelle group launched premium lingerie brand Chantal Thomass in Taiwan. I was responsible for developing media plan and media contacts, inviting 200 media (TV, newspaper, magazines, and online media), arranging cover stories, and doing exposure tracking.
21
Mohamed Mohamedhadi Education and qualifications 2013-2014 Norwich Business School, University of East Anglia, UK MSc Brand Leadership (full-time programme) Currently studying towards 2010-2011
Institute of Leadership and Management (ILM), UAE Level 3 Diploma in Leadership and Management
2005-2009
American University of Sharjah (AUS), UAE Bachelor of Science in Business Administration Concentration in Finance and Marketing
Professional experience 2011-2013
2010-2011
22
Etihad Airways, UAE Marketing Executive • Ensure that all locally developed creative marketing materials undergo brand review and adhere to strict brand guidelines • Assist with writing, editing and updating of promotional literature, newsletters, direct marketing, and Internet marketing projects • Review various Marketing materials and make recommended edits • Assist and support Etihad Airways’ branch offices in the UAE (collateral development, promotion/offer communication, production, etc) • Collate and monitor competitive advertisements (online, outdoor, press) and generate a report on a monthly basis for UAE sales and marketing teams Partnerships, Etihad Airways, UAE Marketing Coordinator Essential Abu Dhabi Programme • Contact and collate partner’s (Hotels, Restaurants, Entertainment venues, Theme parks and etc.) promotions/ offers on a quarterly basis to include them in the programme • Editing partner’s promotions/offers sent based on Essential Abu Dhabi copy guidelines • Update and review all Essential Abu Dhabi collateral materials (brochure, website, landing page, direct mail and etc.) on a quarterly basis
Email mhd.alawadhi@icloud.com Telephone +44 (0) 7526 172097 Languages English (fluent) Arabic (native) French (basic) About me I am enthusiastic and passionate about branding and enjoy being part of a successful and productive team. I love to work in an environment where I can feel challenged to raise the bar from my performances. Quick to grasp new ideas and concepts and can demonstrate high levels of motivation required to meet the tightest of deadlines. Career interests I am keen to build my future branding career in hospitality, commercial aviation and the tourism industry.
Mari Okada Education and qualifications 2013-2014 Norwich Business School, University of East Anglia, UK MSc Brand Leadership (full-time programme) Currently studying towards 2005-2010
Keio University, Tokyo, Japan BA Business, Specialisation in International Trade & Finance
2007-2008
University of California, Santa Cruz, USA Studied International Trade, Business Strategy & Business Strategy Lab, and completed a written discourse as a study abroad student
Professional experience 2010-2013
SHISEIDO Sales Co Ltd, Osaka, Japan Sales Representative • Working as a sales person in West Japan Sales Division Department Stores • Presenting marketing plans which the marketing division makes for buyers in department stores in order to share information about new products and sales promotions • Planning make-up events at department stores to attract new customers • Analysing the sales performance of each shop with shop managers of beauty consultants in counters in department stores
2008 NIHON L’oreal, Tokyo, Japan Intern • Worked in the GIORGIO ARMANI Cosmetics Marketing Division • Prepared materials for the presentation of the new line, GIORGIO ARMANI for Men, by the marketing manager • Analysed competing brands and made a sales forecast for the first year
Email m.okada.0719@gmail.com Telephone +44 (0) 7460 065578 Languages English (fluent) Japanese (native) About me I am a dedicated and passionate hard-working person. Through my career, I have kept considering brand values and increased my interest in brand building. I am absolutely enthusiastic about branding. Career interests I would like to be a brand consultant or brand manager in an organisation. I am strongly interested in consumer product branding and retail branding.
Project experience Project Leader - SHISEIDO Make-up promotion events at JR Osaka Mitsukoshi Isetan and JR Kyoto Isetan Planned schedules, places, sales targets, and sales promotion. Negotiated with buyers in department stores about expenditures and schedules. Arranged makeup artists and tie-up advertisements.
23
Li-Wei Tai Education and qualifications 2013-2014 Norwich Business School, University of East Anglia, UK MSc Brand Leadership (full-time programme) Currently studying towards 2012-2013
University of Leicester, UK MSc Marketing (full-time programme)
2007-2011
National Chung Hsing University, Taiwan BA Marketing
Professional experience 2011-2012
Oriental Power Logistics Co Ltd, Taichung Operation administrator Airfreight and cross-trade shipping • Handling export and import custom affairs across the countries • Making shipping documents (Bill of Landing) • Booking, confirming and tracing the cargo shipments on clients’ behalf
Project experience Marketing Project for Non-Profit Organisation, 2009 This campaign was hosted by the Council of Labour Affairs, R.O.C. I worked in a group with four other marketing students to research and develop a marketing project for a local handicraft products made from rush in Ta-Chia, Taichung.
Also known as Faye Email l.tai@uea.ac.uk Telephone +44 (0) 7928 382053 Languages Mandarin (native) Hakka (native) English (fluent) French (basic) About me With self-motivation, I am a person who is always willing to embrace changes and new challenges. Besides, I like travelling and reading to broaden my horizons. My favourite quote is “What we think, we become” by Margaret Thatcher. Career interests I aspire to join a global brand consultancy to work as a brand strategist with good communication skills, managerial ability, and innovation, helping global businesses to grow and achieve their goal.
24
Anna Tretyakova Education and qualifications 2013-2014 Norwich Business School, University of East Anglia, UK MSc Brand Leadership (full-time programme) Currently studying towards 2009-2013 Moscow State Institute of International Relations (MGIMO - University), Moscow, Russia School of International Business and Business Administration. Bachelor of Management with foreign language skills 2010 Course in Fashion Marketing by Esper Group at MGIMO-University, Moscow, Russia Study of fashion marketing and brands 2011-2012 German Studies Russia Course at MGIMO-University, Moscow, Russia 1 year course of Freie Universität Berlin in collaboration with MGIMO-University Course program: Political system, law, economy and mass media of Germany 1999-2009 School No 1584, Moscow With advanced study of physics and math
Professional experience 2013
Internship at Esper Group, Moscow Marketing Intern • Carried out field research on maternity wear market in Russia • Presented findings back to the company
2012 Internship at “der punkt” PR Agency, Moscow Intern “Germany year in Russia” Press centre, as part of German Studies Russia course • Managed and maintained databases of media contacts • Assisted with promotion of „Germany year in Russia“ events
Email a.tretyakova@uea.ac.uk Telephone +44 (0) 7543 813789 Languages Russian (native) English (Proficiency TOEFL 116) German (Proficiency GDS C2) About me Huge lover of art, music and psychiatry with a peculiar sense of humour. Career interests I would love to apply my knowledge of branding in the fields of culture, art and science and work on challenging creative projects.
2012 Internship at “K35” Art Gallery, Moscow Event-management Art gallery • Assisted with an exhibition opening • Assisted with promotion of a multimedia art project
25
Linh Trinh Education and qualifications 2013-2014 Norwich Business School, University of East Anglia, UK MSc Brand Leadership (full-time programme) Currently studying towards 2011
FPT Arena Multimedia, Vietnam Diploma in Multimedia (part-time programme)
2010
RMIT International University, Vietnam Bachelor in Commerce (full-time programme)
Professional experience 2013
Silicon Straits, Singapore (venture foundry) Freelance Creative Lead • Consulted the management on the design of Silicon Straits’ corporate website • Consulted and coordinated with vPost Singapore’s Marketing department to revamp its website for improved user interface and experience
2011-2013 CreativeBay, Vietnam (design & advertising) Creative Lead • Directed and supervised creative team in developing concepts and design work • Conducted market researches and analysis to develop brand design proposals • Participated in pitching projects and proposal presentations to clients • Assisted Business Director in copywriting credentials and designing working processes 2011
KinderWorld Education Group, Vietnam (education) Management Trainee Marketing
2010-2011
Landor Associates Hanoi, Vietnam (brand consultancy) Internship - Account Executive
26
Email k.linhtrinh@gmail.com Telephone +44 (0) 7472 343560 Languages Vietnamese (native) English (fluent) About me An insightful observer with a passionate curiosity about all my surroundings. I have a sense of wonder for things that are often taken for granted. My approach to life is always being open-minded and looking at the ordinary with new perspectives. Career interests I aspire to become a brand consultant working in a professional environment where creative challenges are part of everyday norms. Believing that branding should be accessible to any business, I have a special interest in building stronger brands for SMEs in Vietnam and other emerging markets.
Shu-Hsuan Tseng Education and qualifications 2013-2014 Norwich Business School, University of East Anglia, UK MSc Brand Leadership (full-time programme) Currently studying towards 2004
National Tsing Hua University, Hsinchu, Taiwan BA Chinese Literature (full-time programme)
Professional experience 2010-2013
2008-2010
Business Today Magazine, Taipei, Taiwan Executive Editor • Lead proposals, interviews, editing and production related to publications on investments, wealth management and personal career competitiveness • Manage publication process governance – publication schedules and progress toward deadlines and expected project results • Design inter-department cooperation proposal: integrate company brand image and positioning for advertising clients; customise publications for needs of different industries Media related industries, Taipei, Taiwan Freelance Reporter • Conducted interviews and wrote articles on integrated marketing activities
2006-2008 Brain Magazine, Taipei, Taiwan Reporter 2004-2006 San Min Book Co Ltd, Taipei, Taiwan Editor
Project experience Wealth management and personal career development and competitiveness monthly publication, 2010-2013 I edited a series of publications on wages and investments. I acted as a project leader to identify topics, to assign articles to reporters, to check layouts with designers, and to discuss headlines with marketing members in order to have every part in place for final editing and proof-reading before printing. Because of the consumer insight from my experience, I managed to push the monthly publication into the top 10 best seller per month in the national-wide CVS channel for two consecutive years from 2011. Marketing Communications Awards by Brain Magazine and Taiwan Advertisers’ Association, 2006 & 2007 Every year, Brain Magazine and Taiwan Advertisers’ Association hold an award ceremony to present distinction to firms and people in marketing communication industries such advertising, public relation, media agencies and advertisers. As a reporter, I was in charge of conducting research and survey for marketing communication industries and compiled reports to reveal winning units and winners before the award ceremony.
Also known as Alice Email pc610589@gmail.com Telephone +44 (0) 7706 278019 Languages Mandarin (native) Taiwanese (native) English (fluent) Cantonese (basic) Japanese (basic) About me A passionate story-teller interested in extensive advertising, public relations, branding, marketing and finance-related business materials. I am interpersonal and always genuinely curious about people through my keen observation skills. Career interests With my printed-media work experience, I am familiar with identifying the topics readers find interesting, and organising key points for the benefit of readers. In the future, I would like to be a brand strategist in either digital media or brand-owning organisation, especially set up positive interactions and relationships with consumers.
27
Szu-Yuan Tseng Education and qualifications 2013-2014 Norwich Business School, University of East Anglia, UK MSc Brand Leadership (full-time programme) Currently studying towards 2003
Wenzao Ursuline College of Languages, Taiwan BA English
Professional experience 2011-2013
Jas Hennessy (Far East) Ltd Taiwan Branch (Moët Hennessy Taiwan) Assistant Brand Manager Hennessy X.O & Prestige Range • Built up a systematic BTL trade and consumer events and promotions to consolidate nationwide retail activities across channels and to uplift brand image and generate better sales • Allocated product volume for annual budget achievement and forecast sales targets for specific promotional campaigns and track post-campaign reports to adjust future activities • Developed merchandising programme and POSM and guidelines to deliver strong and coherent messages to consumers • Guided and supervised media agencies to negotiate proper advertising positions, public space and TV time slots comprehensively to sustain and enhance brand awareness and visibility • Worked with creative agencies and production houses to develop themed venue set ups, invitations, leaflets, brochures etc. to convey new key image and message strongly to consumers and potential targets
2006-2011
Dickson Trading Asia Ltd, Taipei, Taiwan Assistant Marketing Manager TOD’S, HOGAN & S.T. Dupont
2005-2006
Riche Fashion Co Ltd, Taipei, Taiwan Marketing & Communication Officer
2004-2005
The Landis Taipei Hotel and Landis Hotels & Resorts, Taipei, Taiwan Public Relations Representative
Project experience Basel World Taiwan Press Group Visit, Switzerland, 2010 Consolidated and communicated with 17 luxury and premium watch brands in Taiwan to reach common targets and goals in terms of PR exposure and press satisfaction. Brand mix ranges from Bulgari, Chanel, Chopard, Corum, Harry Winston, Hermes, Patek Philippe…etc.
28
Email victor.sy.tseng@gmail.com Telephone +44 (0) 7462 697460 Languages Mandarin (native) English (fluent) About me An energetic and experienced professional in branding and marketing who believes there is always goodness and positivity regardless how harsh and rugged the situation might seem. I have a sensitive and accepting take on all things around which leads me to discover how beautiful the world and the people are. Career interests As a professional with some experiences in brand management, marketing and communication, I aim to advance my career with those experiences to the next level and widen my career spectrum with future prospect at a leading brand or a leading brand consultancy.
Yi-Wen Wang Education and qualifications 2013-2014 Norwich Business School, University of East Anglia, UK MSc Brand Leadership (full-time programme) Currently studying towards 2006
National Pingtung University of Education, Taiwan B.Ed. Curriculum and Instruction of Elementary School Education and Educational Technology and Resources (full-time programme)
Professional experience 2011-2013
2010
Kaohsiung Airport Catering Services, Taiwan Marketing Specialist client side • Participated in three B2C brands • Provided design support • Planned and executed e-commerce business • Planned the photography layout of products • Planned and executed digital marketing campaigns Grefun International Co Ltd, Taiwan Planning Specialist agency side • Collaborated with four principle clients • Planned e-commerce business • Wrote the copy of advertisements • Planned yearly advertising schemes • Assisted the development of brand identity • Planned and executed marketing campaigns • Planned the page structure, layout and style of websites
2010 Soho, Taiwan Event Planner government events 2007-2008
Legend Technology, Inc, Taiwan Project Specialist government projects
2006-2007
Ling Jhou Primary School, Taiwan Teacher Intern
Also known as Rachel Email rachelwang@live.co.uk Telephone +44 (0) 7751 489269 Languages English (advanced) Mandarin (native) Japanese (beginner) About me Having work experience with professionals in various industries contributed to my independent, well organised and team-oriented personality. Career interests To build up or participate in eco-friendly, influential and sustained brands.
Project experience E-commerce business, KACS, 2011-2012 I was in charge of the e-commerce business and assisted the turnover grew by 50% without a marketing budget. Website and media campaign, SOPHIA Jewellery, 2010 Achieved ten times of new visitors and maintained bounce rate under 30% on the official website. (Team work) 59th Anniversary Installation Art Contest, 2005 I proposed the plan and gained an Honourable Mention, then executed the project by myself.
29
Hyeyeon Woo Education and qualifications 2013-2014 Norwich Business School, University of East Anglia, UK MSc Brand Leadership (full-time programme) Currently studying towards 2003
Myongji University, Seoul, South Korea International Trade (full-time programme) Student scholarship as a top student on the course
2000-2003
Myongji University, Seoul, South Korea BA English Language and Literature (full-time programme)
2002
Youth Exchange Program between Korea and Mongolia, Ulan Bator Appointed a member of Korean Youth Delegation by the Ministry of Culture and Tourism
Professional experience 2011-2013
Skypark Marketing Ltd, Seoul, South Korea Manager Marketing & PR Department • Participating in a Smart Hotel system with LG CNS • Developing strategic partnership with different companies in the world, such as Visa Card, Expedia, Booking.com etc • Creating seasonal promotions targeting the global market, especially Asia • Analysis of profitability and market share as a revenue manager • Organising marketing cooperation with production agencies
2010
Wyld Stallyons Ltd, London, UK Assistant Manager Marketing Department
2008-2010
Direct Business Unit Kumkang, Seoul, South Korea Assistant Manager Marketing Department
2004-2008 E-land, Seoul, South Korea Assistant Manager Marketing & PR Department
Project experience Participating in world’s first smart hotel system project with LG, Seoul, South Korea I was responsible for PR for the smart hotel system, coordinating international media interest, such as CNN, NHK(Japan),CCTV(China) etc. Our goal was to create promotion with performances targeting the global market. Liaising as an official sponsor for the 2008 Busan International Film Festival, Seoul, South Korea I was responsible for all of the Kumkang marketing including PR/promotion along with in-store PR. We successfully increased profits as a sponsor of the 2008 Busan International Film Festival.
30
Also known as Liz Email hyeyeonwoo@hotmail.com Telephone +44 (0)7462 481114 Languages Korean (native) English (fluent) About me I love the excitement and challenges that create new ideas for branding & marketing and I am good at transforming ideas into reality for making successful outputs with my analytic thinking. One of my strengths is communication skill with client and colleagues at work to build a strong relationships. Career interests Thanks to my skills and experiences I’ve helped create profits and positioning for around fifty brands in Korea, Japan and the UK market. I would like to these professional experiences and knowledge in Branding and Marketing filed in the international market.
Zhi Yu Education and qualifications 2013-2014
Norwich Business School, University of East Anglia, UK MSc Brand Leadership (full-time programme) Currently studying towards English Interpretation level 3 (Accredited by Ministry of Education China)
2009-2013
China University of Geosciences, China Bachelor in Business Administration
Professional experience 2011-2013
2011
2010
Wuhan New Oriental school Co Ltd English Teacher and Marketing Assistant • Oral and Vocabulary English Teacher • Marketing assistant to organise English Competition • Member of project “Elites Project” The Tenth Wuhan International Conference on E-Business Conference Secretary • Received native and foreign economic experts, communicated in English • The secretary of the main theater • Improved the ability of oral English and the communication with others Jilin Little Boy Co Ltd Manager assistant • The only campus student in the company, acted as the head of team that were responsible for the annual ceremony • Organised the promotion of new product • 3 month branding project
Project experience Elites Project Me and my team created the logo, identity of “Elites” and helped lay the structure of all the following procedures. Later, I started to work on candidates to screen out the students who were qualified to get involved in the project. Then, coordinations between the students and their teachers remained to be my prior work. Finally, I made a presentation in front of 300 students and 50 teachers.
Also known as Issac Email issacyuzhi@icloud.com Telephone +44 (0) 7596 981469 Languages Chinese (native) English (fluent) About me Once I engage in something, I demand for perfection. Once I make something good, I would make it better. It is my uniqueness that I always try to perfect things. It is my motto that even though I am not the best, I try harder. Love challenge, Love competition. Career interests I would like to apply my communication skills and brand knowledge in Marketing and Branding as a Brand Manager in an SME where I can make use of my brand extinction and make a difference. Meanwhile I also want be a personal branding consultant who helps people to identify their features to forge their unique image.
31
Norwich Business School University of East Anglia University Plain Norwich NR4 7TJ United Kingdom Brand Leadership team brandleadership@uea.ac.uk +44 (0)1603 591429 www.business.uea.ac.uk