Amy Lau's Key Qualifications

1. Key Qualifications
Featured Interviews
Television Appearances
Amy E. Lau
• Marketing & Brand Management
• Executive Healthcare Communication
• Vice President Marketing
• Spokesperson

2. Key Qualifications

3. Brand & Product Definition /
Market Penetration
• Leveraged a $15+ million sponsorship budget to
increase brand awareness and promote corporate
citizenry
• Drove brand awareness up 21% and improved
campaign time-to-market 35% by creating a
centralized brand standard portal housing 20,000+
corporate brand properties.
• Developed and implemented a brand-integrated
marketing, advertising, sponsorship, and public
relations strategy, increasing corporate brand
awareness by 3% in two separate market segments.

4. Brand & Product Definition /
Market Penetration
• Played a pivotal role in driving market share from
6.7% to 12.9% within just three years by defining and
driving complex brand and marketing strategies

5. Corporate Marketing /
Communications
• Generated more than $70 million in new business
within one year by developing and executing a
multifaceted marketing strategy and communication
plan
• Developed a successful, community-based incentive
program, leading to a 37% increase in business
development
• Initiated more than $20 million in revenue from new
business within months of rolling-out an innovative
marketing promotion

6. Corporate Marketing /
Communications
• Drove 17% growth in assets within 12 months by
utilizing a historical demographic market trend analysis
to achieve desired results complex
brand a
• $2.6 million generated within one year of successfully
creating and launching the company's first-ever
e-commerce website
• Cultivated $7 million in new deposits in under a month
by promoting and advertising via direct mail
campaigns, branch marketing, online advertising, and
public relations

7. Complex Program / Project
Management
• Delivered a 20x increase in marketing and advertising
media exposure by designing and implementing a
comprehensive strategic marketing, advertising,
public relations, and activation plan

8. Multifunctional Collaboration /
Leadership
• Achieved maximum corporate exposure at 75% of
first-tier sponsor costs through the development and
management of a corporate brand strategy
• Directed a $15+ million corporate marketing and
advertising budget across cross-divisional teams of
interdisciplinary leadership in a matrix environment
• Enhanced marketing program visibility and
engagement of executive leadership in decision-making
processes by creating a collaborative communication
environment
• Dramatically improved delivery of multimillion-dollar
programs by leading national cross-divisional teams
consisting of 30+ resources per division, senior
management, and board members, and 10 outside
vendors and non-profits

9. Government / Community /
Investor Relations
• As spokesperson for a $20+ million Heart Truth
Campaign for Diet Coke, promotes cause-related
initiatives in domestic and international broadcast
markets
• Effectively lobbied legislation for policy changes
impacting national healthcare by advocating for
healthcare in meetings with key congressional leaders
• Enhanced Fortune 100 company's corporate giving
process by creating a strategic philanthropy department
that improved the allocation of millions of dollars in
charitable donations

10. Government / Community /
Investor Relations
• Created Fortune 100 annual reports and other investor
relations communications materials
• Developed strategic print advertisements in
Congressional publications to promote the Fortune 100
company's support and position on policy issues

11. Integrating Technology &
Business Solutions
• Dramatically improved and simplified collaboration on
a $15+ million project across a nationally disbursed
research team
• 30% increase in business development efforts
achieved by designing and implementing an online
email, event management / survey system
• Increased recruitment efficiency approximately 30%
while simultaneously doubling the sales force through
collaborative design and implementation of an online
HR-recruitment portal

12. Integrating Technology &
Business Solutions
• $100,000 reduction to the operating budget achieved
by working effectively across divisions and IT to
leverage online technology solutions
• 100% sales increase achieved while simultaneously
reducing expenses by 20% through leveraging
technical expertise to utilize the marketing power of the
Internet

13. Vendor Relations & Contract
Negotiations
• Coordinated more than $15+ million in major
sponsorships, meeting extreme time demands while
ensuring cost containment and contract adherence
by carefully analyzing expectations and organizing a
myriad of details across multiple, concurrent, multi-
year programs
• Negotiated the corporate title sponsorship of a
$1.25 million U.S. Open Series tournament, plus an
additional $2.5 million activation to ensure cost
containment in a highly complex sponsorship
execution process

14. Strategic Business Planning /
Forecasting
• $4 million in new business generated in just three
months by creating a strategic marketing and
advertising plan
• Played an integral role for the company to achieve its
five-year goal to obtain the #1 market leader position
through the development and execution of multiple
strategic marketing campaigns

15. Situational Analysis / Solutions
Development
• Coordinated more than $15+ million in media
sponsorships, meeting extreme demands by carefully
analyzing expectations and organizing and managing
a myriad of details across multiple, concurrent, multi-
year programs

16. Featured Interviews
TELEVISION
APPEARANCES

17. Television Appearances
• 2009 – Present: National Heart, Lung and Blood
Institute’s Heart Truth Campaign – Diet Coke
– Diet Coke Commercial with Heidi Klum broadcast on FOX’s
“American Idol,“ Academy Awards,” and International Markets
• 2005: Ringing the Opening Bell on New York Stock
Exchange
– CNBC, CNN, FOX

18. Featured Interviews
• Los Angeles Times
• Orange County Business Journal
• North Valley Community News
• Private Clubs Magazine
• University of California, Los Angeles, “Daily Bruin”
• San Fernando Valley News

19. Grants
• 2009 - Women in Film, 30 second Television PSA for
Cedars-Sinai Medical Center and WomenHeart:
National Coalition for Women with Heart Disease
• 2008 - United States Tennis Association, Los Angeles
Unified School District
• 1994 – 1995 The Colorado Springs Department of
Social Services, The Marriage and Family Treatment
Center, Colorado Springs, Colorado