Strategic brand marketer. Travel enthusiast. Runner. Part-time plant daddy.
Me, in a
nutshell 🙇🏽♂️
A seasoned global marketer dedicated to maximizing creative excellence and strategic impact for brands across diverse sectors, spanning technology to fashion. Specializing in crafting genuine, human-centric brand narratives that resonate deeply with audiences, influencing both cultural conversations and business performance. Adapting and innovating within the dynamic digital consumer landscape is crucial for brands to effectively connect with today's discerning yet digitally savvy audience.
Previous clients range from Apple (iPhone, iPad, MacBook), Google Hardware (Pixel and Nest), Google Consumer Apps, Coca-Cola (Sprite), adidas (Basketball), INFINITI, Mazda North American Operations, and more. At the moment, I am building a team in-house with Tommy Hilfiger to managing all facets of product marketing.
Personal interest: LGBTQA+ Advocate. Black Lives Matter. Fight against climate justice for our future generation.
Luckiest employers ever 👔
Okay, okay, I’m more than lucky to have worked at these full-service integrated agencies and global companies. Creatively-focused yet, grounded on strategy. I’ve had the pleasure of being a part of culture and teams filled with inspiring individuals.
Tommy Hilfiger
Global Director, Product Marketing
Nov 2021 - Present
Founded in 1985, Tommy Hilfiger delivers premium styling, quality and value to consumers worldwide under the TOMMY HILFIGER and TOMMY JEANS labels, with a breadth of collections including Tommy Hilfiger Collection, men’s, women’s and kids’ sportswear, denim, accessories, and footwear. Tommy Hilfiger, which was acquired by PVH Corp. in 2010, is a global apparel and retail company. With the support of strong global consumer recognition, Tommy Hilfiger has built an extensive distribution network in over 100 countries and more than 2,000 retail stores throughout North America, Europe, Latin America and the Asia Pacific region.
As the Global Product Marketing Director, my primary focus is crafting holistic product marketing strategies that seamlessly align with the overarching business objectives, spanning both the Tommy Hilfiger and Tommy Jeans brands, catering to diverse genders and engaging consumers across various touchpoints worldwide.
Hired as Global Content Lead for Culture, Events, and Partnerships in Nov 2021. Transferred into Brand Marketing as Sr. Brand Marketing Manager, Collaborations and Licensees in Oct 2022. Promoted to Global Product Marketing Director in Sept 2023.
Special / Personal Interest: Co-Chair, LGBTQIA+ Alliance Business Resource Group (BRG)
MediaMonks
Global Program Director
Nov 2020 - Nov 2021
MediaMonks is a global creative production company that partners with clients across industries and markets to craft amazing work for leading businesses and brands. Its integrated production capabilities span the entire creative spectrum, covering anything you could possibly want from a production partner and more. We are not a traditional advertising agency.
Worked on one of the largest tech brands in the world.
Special / Personal Interest: Founding Member, Pride.Monks Employee Resource Group (ERG)
72andSunny
Global Sr. Brand Manager
Aug 2017 - Nov 2020
From INFINITI to Google to Coca-Cola, leading integrated marketing campaigns across the world whilst building long-lasting relationships with brands and internal/external cross functional teams. Expanding business, leading teams, and delivering world-class creative.
Notable Projects:
Hack Your Future ‘Behind the Code’ pro-bono campaign shedding light to the stories of refugees and encouraging tech companies to take part in sponsoring individuals.
Marketing plan and strategic framework for Lumion 3D Rendering with the ambition of becoming more confident in marketing decisions and creative output.
Special / Personal Interest: Pride 2019 Committee, Extinction Rebellion (Climate Justice), Black Live Matter
Promoted from Brand Manager to Sr. Brand Manager Apr 2018. Transferred from Los Angeles to Amsterdam in Nov 2018.
TBWA\Media Arts Lab
Account Executive, Global
Jan 2016 - Aug 2017
Iconic product launches for Apple iPhone 6s, iPad Pro, and MacBook across 26x global markets ranging from film, print, OOH, and digital production. US origination to global transcreation and localisation.
Notable Project: One Love Foundation ‘Pets vs. Partners’ Digital Activation to education young people about domestic violence and abuse.
Promoted from Assistant Account Executive to Account Executive in Feb 2017.
PHENOMENON
Brand Manager, NA
Jul 2015 - Dec 2015
Managed the Men’s Wearhouse and Moores promotional sales-driven campaign launches in the US and CAEN/CAFR markets ensuring brand consistency across assets and sales targets for each seasonal promotion.
New Biz: Intuit (Quickbooks, TurboTax, Mint)
Special / Personal Interest: Spark Program (Youth Mentor/Mentee Program)
Garage Team, Mazda
Assistant Account Executive
May 2014 - Jul 2015
Specialising in experiential marketing and strategic brand partnerships ranging from national and regional activations with western regional sports teams, SXSW, to Microsoft for Mazda North American Operations (MNAO). Managed projects ranging from digital film, social activation, MYCO website development, CRM, print, sponsorship negotiations, influencer integration, media planning and buying, and experiential production.
Notable Project: Global asset development for the launch of 2016 MX-16 Miata integrating both CG and photography assets.
“Can I find out more about your experience?” Of course you can, my resume can be found here.
“Hey Siri, play Rihanna - Work on Spotify” 💃🏽
Work, work, work, work, work, work. The next section is a cumulation of the work that I am most proud of. The campaigns and projects range from integrated product launches to innovative, digital-first programs to strategic partnerships.
Hack Your Future:
‘Behind the Source’
Behind the Source celebrates the stories of seven HackYourFuture graduates who have found their vocation and voice through coding and helped build some of the world’s most-used websites. In a geeky way, their exceptional life stories have been hidden in the code of the websites from the companies where they now work, inviting you to go behind the source, literally.
‘Behind the Source’ aims to reframe the conversation around refugees and the contribution they give to the countries they move to, by shifting the focus to their individual potential.
Campaign integrated a launch film, DOOH, print, wild postings, owned/paid social, and a homepage takeover of WeTransfer globally.
Awards: Caples 2020 (Silver in Digital B2B, Silver in Digital B2C, Bronze in Non-Profit Bronze in PR), Adforum SHNX Awards 2020 (2x Silvers in Online Advertising and Websites & Mobile Sites, and AdStars 2020 (Gold in Education and 2x Crystals in Media > Non-profit/Charity/ Government and Brand Experience & Activation > Use of digital in a promotional campaign), Cresta Awards (Gold in Digital design - Innovative coding and Silver in Digital - Campaign websites and micro-sites).
PR: AdAge, It’s Nice That, Shots
Google Germany:
‘Search Sounds’
To celebrate the diversity of young Germans, the ‘Google Search Sounds’ innovative platform was created based on an interactive mobile experience allowing consumers to turn Google search terms into sounds and mix the favourite ones into a music track along with custom-made animations for over 20x search terms based on a combination of top trending search terms and culturally zeitgeist.
After we’ve developed the concept, we worked with a local DJ/artist @mobilegirl on developing the sounds to resonate closer to the youth audience while keeping it close to home.
This mobile-first platform was followed by film analog assets all shot in 9:16 vertical format to live across digital and owned/earned channels as well as a branded media partnership with Vice Media. Consumers could participate by signing onto https://searchsounds.withgoogle.com/ via their mobile device to begin the experience.
Awards: FWA - Creative of the Day (6 Sept, 2019)
Google EMEA:
‘MultiApps Campaigns’
The Google EMEA, especially in the UK and DE markets, where brand advocacy, trust, and favourability were at an all-time low. How do we show a breadth of Search features that help our audience think of Google as more than just a commodity?
Through a series of short-form content that lived across TV, cinema, digital video and social, we were able to capture the attention of our consumers through UGC content that hit on true cultural insights for consumer apps like Google Maps, Photos, Lens, GPay, and Search.
The campaign integrated relevant, strategic partnerships with FC Bayern, Sony, Netflix, and Disney for sports, series and movies relevant to the launch period as well as the consumer and audience demographic.
From a media perspective, we were able to work alongside the OMD/Essence teams to also develop a data-driven dynamic DOOH campaign that used Google API and real-time analytics to display the use-cases most relevant based on place, day/time, weather, etc.
The campaign was refreshed for 3x waves and adapted across the US and other EMEA markets.
Awards: Adweek’s 2020 Out-of-Home Impact Awards (Best Use of Data), Plakadiva Awards (OOH Media Strategy of 2020)
Google EMEA:
‘Family Safety Campaign’
Parenting and tech has always been a challenge today. The Google EMEA was looking to find a solution in order to help parents feel confident in their technology choices. This was a brand advocacy campaign that gives parents peace of mind about the role technology plays in their lives, through Google’s safety tools, like Family Link and Be Internet Legends.
The campaign lived across TVC, digital, social, DOOH, and dynamic banners. Campaign launched across the UK, IE, BE, IT, ES, and the NL.
Google: ‘Pixel 3 Global Launch’
For the launch of Pixel 3, we worked across the design team to come up with a concept that could be adapted from both a brand and feature perspective in the US and across
CA, France, Germany, UK, India, Japan and Australia.
As part of the US launch, we also partnered with both Disney’s Marvel on an integration of Marvel characters into the AR stickers platform for Google Pixel devices. With our Condé Nast partnership, we were able to shoot all of the covers with Google Pixel 3 devices for print insertions as well as BTS content to be displayed across earned and paid channels.
INFINITI:
‘QX50 Global Launch
The launch of the QX50 was not an easy task. How do we come up with a creative strategy that hits on the intersection of tech and the driver? Well,
the QX50 doesn’t replace you. It enhances you.
For one of the biggest car launches to date, the ambition was to reveal the car in an 360 degree physically activation in a Los Angeles hangar that was streamed globally. The global assets had to resonate across the
US, MX, CN, ME, CA, EU, RU, and A&O regions. The campaign assets delivered a global toolkit for regions to adapt across film, OOH, display banners/OLA, social, print, and OOH.
As part of the global launch, INFINITI partnered with Stephen Curry for a 3-year partnership where we integrated film assets to be used across multiple verticals.
INFINITI:
‘QX80 Global Launch’
The challenge that we faced with launching the MY18 QX80 in market was facing competitors like the Escalade and Lexus LX since these models were considered the most desirable full-size SUV in luxury auto.
With this challenge, we developed a strategic communication platform that empowers the inclusive luxury and a new expression of success.
The campaign assets delivered a global toolkit for regions to adapt across film, OOH, display banners/OLA, social, print, and OOH.
Apple - iPad Pro ‘Imagine what your computer could do?’
With a new strategic positioning for iPad Pro, we asked the world to imagine what your computer could do if it was an iPad Pro. By focusing on the product features and use cases from data we’ve collected on users, we developed a campaign to show the ways iPad Pro can increase productivity from the modern-day student to the business professional. The campaign launched across
US, UK, FR, DE, ES, IT, CAEN, CAFR, AU, NZ, CN, HK, JP, KR on TV, digital, and social.
Working closely with our media partners, we created special assets for social and streaming sites based on consumer behavior on each platform (I.e. Snapchat, Instagram, and Pre-roll/TV Online).
PR: Vox, Fortune, TechCrunch,
Apple - iPad Pro
‘We hear you’
For a brand new approach to the creative strategy on iPad Pro, we took real tweets from people on Twitter to prove that the iPad Pro can be a solution for your computing problems. Ranging from lag, productivity to battery, we shot multiple :15 spots to be used in TV, digital and social. By targeting a demographic at the cusps of purchasing a new computer, we were able to showcase the product through its unique features. The campaign went live in the US, UK, FR, DE, ES, IT, CAEN, CAFR, AU, NZ, CN, HK, JP, and KR with special assets created across APAC markets based on market research and insights.
In order to capture our audience’s attention on social, we create special animated assets without the use of sound. The impactful creative assets were able to break the benchmarks for social assets across all product verticals to date (2017).
Apple - Macbook Pro ‘Bulbs’
MacBook Pro is truly a revolutionary device. Since its inception, it has provided generations with the power of being creative in their craft. With this in mind, we found a way to showcase how ideas have always pushed the world forward. With this, we introduced a tool for all the ideas to come.
With vignettes, such as human inventions like fire, harvesting, woodwork, trains, transport, television, robots and space travel, we are seeing the world progress year over year with new ideas. The campaign went live across the US, UK, FR, DE, ES, IT, CH, CAEN, CAFR, AU, NZ, CN, HK, and JP with the iconic ‘William Tell Overture’ track.
Awards: Canne Lions (2x Bronze Lions in Film Craft Production Design/Art Direction and Editing), D&AD Awards (Wood & Graphite Pencils for Cinematography for Film Advertising and TV Commercials 61-120 seconds)
PR: AdAge, MacObserver, Mac9to5, CNBC
Apple: - iPhone 6s
Global Film Launch
The launch of iPhone 6s integrated feature-specific spots that “touched” on multiple use cases per feature, like Touch ID, or made a photo come to life with Live Photos.
The campaign also integrated multiple celebrities cameos across the films. Did I mention we shot an ad with Siri and the fabulous Neil Patrick Harris?
As part of the campaign, my main points of responsibility was managing US production of 3x iPhone 6s (2016) feature-based spots handling content development, production, licensing, shipping, and PR deliverables for TV broadcast + online and YouTube Mastheads.
Apple - “WWDC ‘17 Appocalypse”
As part of the opening for
Apple Worldwide Developers Conference (WWDC) 2017, we were tasked with a hero piece that can excite and thrill the conference attendees and those streaming the conference from their homes.
With a limited timeframe and expedited production window, the team worked effortlessly to concept, produce, and deliver one of my favourite ads of all time.
One Love Foundation:
‘Pets vs. Partners’
The One Love Foundation is a national program designed to raise awareness about the signs of domestic abuse. As part of the concepting for this campaign, we worked closely together with the One Love team on developing a comms strategy and message platform within the grassroots organisations on a university-level.
The memes are designed to raise awareness of unhealthy relationships in juxtaposition to your pets.
The campaign integrated a micro-site that allowed users to generate their own memes with stock images and/or their own. Earned social and digital assets were used to promote the site whilst a small paid media budget helped reach a wider audience.
Mazda: SXSW ‘15 Sponsorship
In 2015, SXSW approached Mazda North America Operations (MNAO) with the opportunity to become the official automotive partner after Ford pulled out of their sponsorship. On the intersection of tech and performance, the partnerships was a clear win for Mazda to become leaders in the space and target an audience in the US that are interested in the multiple pillars, like, tech, music, and innovation.
The sponsorship included, but not limited to, the following: 3x activation placements across Austin for experiential activations, a partner with TVC and social assets with Jimmy Kimmel Live, social, digital, print, branding, logo placements, and more.
Music, Film and technology are passion points for Mazda. With the official SXSW partnership, it allowed the brand to connect with those who resonated with the key pillars on a deeper level, in one of the most forward-thinking environments around.
On the right is photo of the 12 installation located on the festival ground where the performances happened every night.
As part of the SXSW partnership, we wanted to partner with publications and brands that can help propel Mazda forward in the music space. As the MY16 CX-5 was launching in market, the target demographic highly indexes towards the music category.
The partnership with the FADER Magazine made the most sense. With onsite performances at FADER Fort from Migos, SZA, Travi$ Scott, Rick Ross, and more, Mazda was at the forefront of the venue with a special placement in the vendor area and VIP access for Mazda owners. As part of a larger media buy, we also had multiple print insertions included in FADER magazine.
Our second partnership was with Hype Machine, right across the way from FADER Fort. The partnership included a VIP room with special access to performing artist as well as a Mogee display for festival goers to interact with the MY16 CX-5 and a special musical device.
Our media sponsorship included a set of 25 BTS digital films that will be used to promote the Mazda brand across YouTube and social channels and display/OLA banner campaign driving hand-raisers and potential leads for those in market for a new vehicle.
Slide into my DMs 📩
Professionally, please. Always open for a conversation around opportunities, virtually coffee chats, career advice, help with your house plants (trust me, it is easy), and more.
hoangkhaitony@gmail.com