Fashion

Lifestyle

Skate

Surf

Tech

VP Hanes Brand Marketing

Action sports industry professional with 25 years of cross functional experience; MBA; international; product development and new business development

Vice President, Global Hanes Brand Marketing
Leading the brand marketing team developing Hanes brand and product marketing 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.


Executive Producer, Corporate Marketing, Brand Design
Led a team of producers supporting the Mobile, Appliance, and TV divisions with the design and production of integrated marketing campaign creative assets.
•	Managed the creative development and production process for product category requests for campaign creative asset across all channels and mediums: Digital (OLA, CRM, social, .com), OOH, print, and retail.
Senior Marketing Director, Mobile Marketing
Led marketing strategy & GTM planning for flagship phone launch campaigns for the $20B mobile division. Responsible for developing integrated marketing strategies for all flagship mobile phone campaigns.
•	Managed an annual marketing budget of $700M+ across paid media, OLA/OLV, CRM, experiential, and social.
•	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 digital media spend resulting in 350% increase in CTR with a 63% decrease in CPM.


Senior Director Marketing

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


Global Marketing Director

Retail Brand Director, NA FBAT (football, baseball, athletic training), Beaverton OR
Led the NA retail marketing team supporting over 4,000 sporting goods doors with seasonal in-store and .com marketing, visual merchandising, retail design, 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, Costa Mesa CA
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 Strategic Planning Director, Nike Sportswear, Beaverton OR
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


Retail Marketing Director

Senior Brand Manager, NA Coca-Cola Classic
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, NA Fountain
Led the QSR Channel team in developing and executing channel growth and retail marketing programs
•	Annual channel marketing programs generated incremental operational profit of $45M


Senior Brand Manager

Find out detailed information about Alvin Chow, VP Hanes Brand Marketing in Winston Salem, NC

Alvin Chow: VP Hanes Brand Marketing in Winston Salem, NC

Alvin Chow

Hanesbrands Inc

Samsung Electronics America

New Balance Athletic Shoe, Inc.

Nike, Inc.

The Coca-Cola Company

Kellogg School of Management