Award-winning brand and creative strategist for emerging technology companies

San Francisco, CA

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Experience

Hbus

HBUS

2018 - Present

San Francisco Bay Area

Senior Director, Marketing & Creative

Making magic internet money real. 

HBUS is a cryptocurrency exchange and U.S. strategic partner of Huobi Global, one of the largest digital asset marketplaces in the world. As part of the leadership team, I'm leading marketing, creative, and communications to grow Huobi Marketplace in the United States. In collaboration with global partners, I define, develop, and deliver marketing campaigns and media strategies for key initiatives, and ensure adherence to brand standards and quality of creative execution across all touchpoints. Over the past two quarters, we've seen quadruple digit growth in signups.

Imgur

Imgur

2/2016 - 11/2018

Greater New York City Area

Senior Director, Head of Creative Strategy

tl;dr: An advanced degree in meme marketing.
Imgur is a top 20 website in the U.S. reaching 250M per month and an Andreesen Hororwitz portfolio company. As part of the executive leadership team, I led the marketing department and helped transform Imgur from a simple image sharer to a community powered entertainment destination. 

BRAND: Guided leadership team through a brand repositioning initiative, resulting in an aligned direction for Imgur’s future. Led update of all consumer touchpoints to reflect new positioning. Responsible for annual integrated marketing plan and quarterly OKRs, which emphasized increasing revenue and driving app downloads by optimizing owned and paid channels.
PR: Manage PR consultants to raise Imgur’s profile with our B2B and B2C audiences.
CREATIVE: As a founding member of the creative strategy team, I built Imgur’s creative strategy department, and led the day-to-day work of a team of designers and strategists. Produced over 200 branded content campaigns, resulting in CTRs up to 20% & purchase intent increases up to 60%. Significant investments in sales enablement contributed to a 675% increase in direct sold revenue.
THOUGHT LEADERSHIP: Define & evolve our thought leadership narratives. Research & outreach resulted in frequent press coverage by major outlets and multiple top-tier speaking engagements for our senior executives.

Addis

Addis

8/2010 - 9/2013

San Francisco Bay Area

Associate Brand Strategist

Create clarity & purpose for brands like Audi, Bryn Mawr College, DuPont, Kashi, Kelloggs, Mrs. Meyers Clean Day. Specialty in B2B tech brands such as Guavus and Lithium, nonprofit brands like Glide and STAND! For Families Free Of Violence.

Market Research: Conduct qual/quant consumer studies, competitive analysis, and trends
Positioning: Lead interactive workshops to define a unique point of difference for the brand
Presentations: Storyboard and build engaging client presentations in support of strategic ideas 
Business Development: Plan & pitch approach for client engagements
Project Management: Manage internal & external teams to deliver projects on time & on budget
Additional Projects: Internal brand strategy, naming & nomenclature

Education

San Francisco State University

Political Science

UC Berkeley Extension

Research in Marketing

Reviews

Profile Chris Tung | Reviewed on 04/02
Laurel was an amazing client. She was super professional, and we talked through her performance marketing, LTV, and CPA. I would happily work with her again both as a client or hire her as an expert when it comes to brand marketing. Insanely creative.

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