Hi, I’m Phil Ma. I have 15+ years of experience working on customer-obsessed brands. I enjoy elevating and transforming brands to deliver results and advocacy.

BRANDS

Phillip Ma Co | April 2020 - Present | New York Metro Area
Strategic Advisor & Consultant

• Advisory board member for a cleaning technology start-up featured on Shark Tank, guiding the strategic marketing direction to drive rapid growth, scale and profitability

• Marketing consultant for DTC bed-in-a-box company leading the brand’s first integrated go-to-market campaign

Wyndham Hotels & Resorts | March 2017 - April 2020 | Parsippany, NJ
Senior Director of Master Brand and Portfolio Marketing
Senior Director of Brand Marketing, Value Brands
Director of Brand Marketing, Value Brands

• Doubled the market share growth rate for Days Inn, Super 8, HoJo and other value brands by redefining the brand purposes, exceeding the customer experience expectations and launching new integrated campaigns while the rest of the industry segment remained flat

• Modernized Wyndham’s marketing and omnichannel media strategies to shift the focus to digital and social, a departure from the company’s traditional media approach. During the process, I conducted agency of record reviews and restructured the marketing team to maximize integration and effectiveness

• Formulated promotional test and learn strategies for acquisition and retention audiences, which accounted for 70% of company revenue that doubled KPIs

JetBlue Airways | August 2014 - April 2017 | New York, NY
Manager: Brand Advertising and Content
Manager: Advertising

• Achieved the strongest brand choice versus competitors in company history and doubled the industry booking average by launching a new brand strategy, a single view of the customer and new integrated campaigns

• Created a fully integrated content and media campaign for Mother’s Day that garnered 637MM+ earned impressions valued at $1.9MM+ earned PR value, 80% of viewers more likely to consider JetBlue and exceeded sales KPIs by 25%

• Launched with Barclays the industry-first, no-fee airline credit card by leading the go-to-market strategy and campaign, resulting in the highest customer acquisitions in both companies’ histories

KBS+ | December 2013 - July 2014 | New York, NY
Account Director: BMW

• Oversaw BMW regional strategies and creative campaigns for launches, competitive advantages, relevant promotions, events, etc. across all mediums, including digital, social, TV, print, out-of-home, point-of-sale, etc.

Mercedes-Benz USA | November 2011 - November 2013 | Montvale, NJ
Specialist: Mercedes-Benz Digital and Customer Loyalty & Retention 
Specialist: smart car Marketing Communications and Digital

• Rebranded smart car which resulted in the second-largest growth in the 2012 US auto industry by directing market research, customer insights, brand strategy & identity and new integrated marketing campaign

• Executed the new entry-level CLA sedan long lead program targeted at millennials that exceeded launch KPIs by 100%; revamped existing Mercedes-Benz prospect and loyalty programs that contributed to ranking as No.1 luxury vehicle brand in 2013

• Managed budgets and relationships for four dedicated smart car agencies that created full-funnel content and omnichannel media for national, regional, and co-op marketing

Saatchi & Saatchi | July 2008 - November 2011 | New York, NY
Account Supervisor: Häagen-Dazs International and Pillsbury
Account Executive: Betty Crocker Fruit Snacks & Fiber One Bars

• Restored and transformed Häagen-Dazs and Pillsbury grounded in consumer insights to become an innovative luxury brand and a brand elevating daily family connections

• Organically grew the Fruit Snacks’ business by 10%, the first such growth after four years of decline and earned in General Mills first-ever Gold Cannes Lion

BBDO | September 2006 - July 2008 | New York, NY
Account Executive: eBay, Omnicom P&G Brand Agency Leader
Assistant Account Executive: P&G/Gillette

• Core member of the Omnicom pitch winning team for global holistic marketing solution for P&G’s Brand Agency Leader model for Gillette and Venus and executed the integration and roll-out to 25+ agencies globally

• Led the unprecedented launch of the Gillette Fusion razor across the largest markets in Europe and Asia. Won P&G award for Best Brand Initiative

EDUCATION

Bachelor of Business, Marketing
University of Washington
Seattle, WA

Bachelor of Economics
University of Washington
Seattle, WA

Study Abroad at School of Management and Economics
University of Bath
Bath, UK