Wahley Chan

INDEPENDENT MARKETING CONSULTANT

New York, NY                                                           2013 – present

• Advise clients in a variety of industries (including entertainment, healthcare, and fashion) on strategic positioning, planning, implementation, and creative direction to grow brand awareness.

• Perform as voice actor to bring brand messages to life.  Serve clients in various fields including consumer packaged goods, entertainment, green-technology, news distribution, and social communication. 

• Worked with BallDrop.com, the largest producer of New Year’s Eve events in Times Square, to build relationships with and identify the needs of clients from around the world.

 

 

 

DISNEY|ABC TELEVISION GROUP, ABC TELEVISION NETWORK

New York, NY                                                               2004 – 2013

Associate Director (2008 – 2013)

Manager (2004 – 2008)

 

PARTNERSHIP MARKETING

• Led affiliate marketing programs for ESPN and Good Morning America nationwide, including promotional tie-in opportunities with the 2010 FIFA World Cup, Super Bowl XL, and Burlington Coat Factory Warm Coats and Warm Hearts Coat Drive.

• Cultivated local marketing partnerships and incremental revenue streams in high-value target markets including WCVB/Boston, WJLA/Washington, WSB/Atlanta, and WXYZ/Detroit.

• Launched inaugural promotions for the Country Music Association (CMA) Awards and NASCAR—generating rating increases of up to 200% and $1.5 million in incremental revenues for target markets.

• Oversaw the multi-million-dollar co-op marketing budget for cable, radio, outdoor, and digital media advertising buys of entertainment programs.

• Supervised custom promotions for Good Morning America Weekend upgrades, NASCAR premiere, and Jimmy Kimmel Live time-period change.

• Managed rollout of rebranding initiatives for present-day ESPN on ABC to concerned constituents.

• Implemented new local tie-in procedures for shows, such as Extreme Makeover: Home Edition.

 

INTEGRATED MARKETING

• Developed multi-channel campaigns for select ABC programs—including the “Why The Face” Modern Family/Wednesday night comedies DVD promotion, and the LOST “Beginning of the End” sweepstakes, both of which were promoted on local partner-station websites, morning shows, and newscasts.  Other shows included Dancing with the Stars, Desperate Housewives, Scandal, and Shark Tank.

• Oversaw production and scheduling of multi-platform campaigns developed by local partner stations to promote network programming.

• Worked with marketing, sales, legal, and business affairs teams to develop the regular use of “promercials”—a dynamic cross-platform strategy that offered regional businesses the chance to be associated with a hit show while, in turn, promoting it.  Efforts generated $3.1 million in incremental revenues and 53% ROI.

• Created an annual trip giveaway in conjunction with the CMA Awards, which resulted in promotions for the broadcast on local TV, radio, and online.  Spearheaded visits to NASCAR racetrack in collaboration with target partner stations, which generated excitement among regional sponsors.  These campaigns generated multi-million-dollar revenues and increased ratings in select markets by up to 200%.

 

SOCIAL MEDIA MARKETING

• Launched and co-produced best-practice webinars on integration of social media across multiple channels to promote network and local programming.

• Integrated promotional assets across social media channels to increase awareness of NBA Finals and CMA Awards.

• Contributed on committee to determine most effective use of promotional video on social media.

 

 

 

CBS TELEVISION DISTRIBUTION

(formerly Paramount Domestic Television)

New York, NY                                                              1999 – 2004

Manager (2001 – 2004)

Assistant Manager (1999 – 2001)

 

MARKETING MANAGEMENT

• Produced and managed marketing materials for TMB, Montel, and Viacom/Worldvision/Spelling library titles including sales collateral, affiliate sales presentations, e-newsletter, and Montel consumer website.

• Negotiated co-op agreements and media buys with Montel stations in markets ranked 75+.

• Strategized promotional opportunities and media allocations for Montel stations with sales force.

• Developed media campaigns including contests, sweepstakes, and third party tie-ins.