Alvin Chow

HANESBRANDS, INC​                                                                                                        2021 - 2023

Vice President, Hanes Global Brand Marketing

Leading the Hanes brand marketing team developing brand and product marketing campaigns for Tier 1/2/3 campaigns.

• Developed the marketing campaigns that built a $100M product franchise in less than two years for the Men's Underwear category with the Total Support Pouch boxer brief.  Managed the creative development and production for all video and still assets for the campaigns (TVCs, social media, paid digital display, web banners, web landing pages, POP, and retailer media digital assets).  Managed a $40M to $50M campaign budget and media plan.

• Developed the first Women's Innerwear campaign in five years that helped the Hanes Period Panty reach #1 market share in just one year over the industry leader, Thinx.

• Led the brand repositioning of the Hanes brand to engage the younger consumer and developed the product launch campaign for the 2023 flagship product line designed for the younger consumer: Hanes Originals.  Managing the creative development and production for all video and still assets for the campaigns (TVCs, social media, paid digital display, web banners, web landing pages, POP, and retailer media digital assets).  Developed a $40M media plan

​

​

SAMSUNG ELECTRONICS AMERICA​                                                                           2016 - 2021
Senior Marketing Director, Brand Design

Lead a team of producers and project managers who supported the Mobile, Appliance, and TV divisions with the design and production of integrated marketing campaign creative assets.  Leading corporate brand content strategy development.

• Managing the creative development and production process for all static creative asset across all channels and mediums: Digital (OLA, CRM, social, .com), OOH, print, and retail.

• Developing the corporate seasonal brand story/concept strategy and creative asset toolkits.  Own the corporate marketing content calendar for Owned Channels.
   

Senior Marketing Director, Mobile Division

Leading marketing strategy & GTM planning for flagship phone launch campaigns for the $20B NA mobile division. Responsible for developing integrated marketing strategies for all mobile phone campaigns

• Managed an annual marketing budget of $700M+ across media, OLA/OLV, CRM, experiential, social media.

• Developed the brand recovery strategy and plan after the Note7 recall crisis which drove all brand health metrics to pre-crisis levels or above within 10 months.

• Led the retail execution for the Holiday ’16 campaign resulting in a 9X increase in retail door participation.

• Developed a digital marketing consumer segmentation and media targeting model (creative messaging, programmatic OLA, social media, and CRM) for the Galaxy S8/Note8 launches directing over $60M in targeted media spend for more effective/efficient results: 350% increase in QLR with a 63% decrease in Cost Per QLR.

​

NEW BALANCE                                                                                                                     2014 - 2016

Global Marketing Director, Field of Play Category

​Led the Global and NA Field Sports (baseball, men’s training, tennis, golf, fast pitch, lacrosse, cricket, and hockey) Marketing team which developed seasonal integrated marketing campaign strategy and assets and executed the

• Results include 89% revenue growth for NB Baseball and market share growth from 25% to 43% in the premium market segment in last 12 months.

• Won a 2016 Effie Bronze Award in the “David vs Goliath” category for NB Baseball campaign.

• Directed experiential marketing events: all four Grand Slam tennis tournaments, NB Area Code Games, and the US National High School Tennis Championships which won the 2016 Tennis Industry Association “Most Innovative Event” award.

​

NIKE INC                                                                                                                                 2004 - 2014

Retail Category Brand Director, North America Football/Baseball/Men’s Training

Led the NA retail marketing team supporting over 4,000 sporting goods doors with seasonal in-store and .com marketing, visual merchandising, retail events, and sales associate training. Supported 100+ NFL/MLB/NCAA shops with seasonal executions. Won two Nike Maxim awards (NFL Launch and Marketplace Transformation).

• Led Nike’s largest shop-in-shop execution with 1,100+ Nike Pro shops in sporting goods resulting in 70K sq ft incremental Nike space and +21.8% CAGR over three years.

• Led creation of 750 Football/Baseball Gear Up destinations in sporting goods channels increase Nike equipment sales +89% for Q1 and gaining an incremental 4K linear feet of wall space for Nike.

• Led the first ever NA integrated retail cold weather Hyperwarm campaign in 2013; coordinated a cross category (FBAT, Running, Women’s Training, Football) and cross functional (RBP, EKINs, Sales, Acct Mktg) attack that helped Nike pull even to UA in winter base layer market share for the first time.

​

Vice President Marketing, Hurley

Led the Hurley marketing group in integrated seasonal brand campaigns and creation of assets, reorganized the marketing department and aligned the marketing planning process to the product creation process.

• • Repositioned the women’s brand position around super model Bar Rafaeli increasing sell in by 37%
  • Created the $100+ board short category with the Phantom Board Short campaign winning SIMA Boardshort of

• the Year for five years in a row and increased Hurley’s boardshort market share by 21%
  • Built Hurley’s CSR position around the H20 water sustainability program (brand and product programs)
   

Global Strategy Planning Director, Nike Sportswear

Chief of staff role leading the global category management functions for the $4.5B Nike Sportswear Division including strategic planning, finance, product creation, and retail concept development.

• • Developed the business case and operations plan for Nike Sportswear’s first flagship door 21 Mercer which led to development of global NSW retail concept guidelines

• • Managed the annual strategic planning process that drove a 23% CAGR for the category over 3 years

​

​

THE COCA-COLA COMPANY​                                                                                               2000 - 2004

Senior Brand Manager, North America Coca-Cola

Managed the $250M U.S. Hispanic Coke Classic category with annual brand planning and execution.

• Developed the $30M annual Hispanic Brand Plan and executed an integrated marketing program including national and local advertising, grassroots, retail/trade merchandising, and sports marketing.

• Developed retail innovation prototype around supermarket merchandising displays and experiential consumer customization. US Patent D562359 granted for merchandising display design project.

 

Foodservice Marketing Director, North America Foodservice

• Led the QSR channel team in supporting key account marketing programs and creating a local marketing “playbook” to support the 100,000+ independent outlets that generated incremental operating profits of $10 M for the Foodservice Division in 2003

 

​​

 

EARLY CAREER

• MCDONALD’S CORPORATION - Product development and innovation

• CSC INDEX – Management consulting

• MONITOR DELOITTE / THE DOBLIN GROUP – Retail design strategy consulting

• IBM CORPORATION - Sales & marketing representative