Head of Marketing for CalTV.Co-President of the Undergraduate Marketing Association.

<ul><li>Developed go-to-market strategy through brand and social media for launching five new NorCal Cannabis consumer brands.</li><li>Worked as a social media lead at eBay; spearheaded content creation for the B2B seller community social channel, increased the engagement rate by 43%, and managed a creative agency from writing briefs, leading kickoffs, to rounds of review.</li><li>Devised a multichannel plan for TikTok's brand-building content through the production studio We Are Channel.</li><li>Strategized a multichannel content campaign for Character Media (formerly known as Kore Asian Media), optimizing for the publication’s rebrand launch and social media traffic referrals, and increasing weekly traffic by 43%.</li><li>Worked as a marketing producer for the indie short film “Jus Solis,” exceeding the crowdfunding goal ahead of the projected one-month.</li><li>Wrote for publications like VICE, Refinery29, SF Egotist, The Bold Italic, and New Hive.</li></ul>

Content Strategist & Writer

Portal A is an award-winning digital content studio that creates branded and original entertainment.<ul><li>Developed multi-channel digital content release and promotion strategies for branded content campaigns and original web shows featuring top YouTube stars and celebrities.</li><li>Created go-to-market influencer content strategy for introducing Google Home products and new features, based on factors such as the technology adoption lifestyle, segmentation and use cases, launching 188 pieces total including long-form videos.</li><li>Worked on YouTube TV’s World Series promotion; developed 92 pieces of content across influencers’ and brand’s social pages, including a #1 U.S. trending YouTube video—bringing in 4.5 million views and 423,000 engagements overall.</li><li>Expanded Stephen Curry’s YouTube subscribers by 38% by implementing strategic optimizations, including multi-platform distribution, social media content planning, ghostwriting for his social, metadata SEO, and paid media recommendations.</li><li>Analyzed campaign performance data and generated reports to pinpoint potential areas for optimization and learnings.</li><li>Collaborated with clients, influencers, other external partners, and across internal teams to execute launches, maximizing metrics like click-through rate, brand and product awareness, viewership, engagement, and positive sentiment.</li><li>Mentored two junior strategists as well as educating cross-function members on the latest best digital media practices.</li><li>Projects: Google Home, Google Assistant, YouTube Rewind, YouTube TV x MLB, 5 Minutes from Home With Stephen Curry, One Shot on YouTube Premium, HBO Westworld, Waze Carpool, Hotels.com, and Star Wars Jedi Challenges with Lenovo.</li></ul>

Senior Strategist

Muhtayzik/Hoffer is a San Francisco advertising agency that is proudly part of the VCCP partnership, offering a global full-service alternative to both small independent agencies and holding companies.<ul><li>Led content strategy for Audi’s 24 Hours of Le Forza Twitch and social media campaign that resulted in one million organic livestream views, which was 25x the American viewership of the real Le Mans endurance car race.</li><li>Grew Audi’s Instagram followers by 150% in six months with social content and community management strategy.</li><li>Developed go-to-market strategy for increasing awareness of AAA membership benefits among millennials through conducting consumer and market research, advising paid media plan, and working with an UX design firm to create a microsite.</li><li>Monitored, researched, and analyzed current social media communities, technology news, pop culture, real-time trends, and competitors to provide insights and recommendations to generate briefs and springboards for creative teams’ concepting.</li><li>Clients: Audi of America, Netflix, AAA, Constellation Brands, Gig Car Share, SoFi, and Method.</li></ul>

Strategist

Tatcha is a luxury Japanese cosmetics brand.<ul><li>Increased brand’s total social media following by 180% on Facebook, Instagram, Twitter, and Pinterest in nine months.</li><li>Led influencer strategy and obtained over 100 pieces of sponsored blog and social content across the verticals of beauty, fashion, luxury travel, and wedding.</li><li>Planned editorial calendar and developed digital content from the initial stage of concepting to visual creation to copyediting.</li></ul>

Social Media Manager

<ul><li>Strategized a March Madness Facebook activation that became CPK’s most-engaged social campaign to date.</li><li>Planned monthly content calendars to coordinate with in-store promotional events and generated analytics reports.</li><li>Managed a social media coordinator and served as the go-to social media contact for clients at the agency.</li><li>Accounts: California Pizza Kitchen, and Tillamook.</li></ul>

Social Media Strategist

Mekanism is an award-winning, independent, full-service advertising agency with offices in San Francisco, New York, Chicago, and Seattle.<ul><li>Worked on a year-long integrated media campaign for Method; developed go-to-market strategies for different product categories for social content and activations such as Facebook giveaways, and sponsored influencer ambassador program.</li><li>Established brands’ social media presence foundations through strategizing key alignments such as differentiation per platform, tone of voice, content pillars, and community management guidelines in partnership with customer service teams.</li><li>Tailored the digital influencer strategy per project, negotiated scope and rate, and secured effective coverage.</li><li>Clients: Pepsi, Brisk, Samsung, Method, eBay, Muscle Milk, Crocs, Charles Schwab, Ancestry.com, and GREE.</li></ul>

Integrated Media Strategist

Developed go-to-market influencer content strategy for introducing Google Home products and new features, based on factors such as the technology adoption lifestyle, segmentation, and use cases, launching 188 pieces total including long-form videos.

Google Home + Creators

Chin Lu

Helped the innovative and environmentally friendly cleaning products brand to create exciting online campaigns at two separate agencies, from social media activations, content calendaring, to social ads such as Promoted Pins on Pinterest.

Method - Fear No Mess

Utilized Instagram as a tool to drive views, encourage engagement, and build fan rivalry for this project. Combined with creating a fake Twitter beef, this tactic paid off and the campaign ended with four million views in total.

The Kingsman Challenge

Created a branded content that features the product as the hero of story. Choosing Hannah Hart from My Drunk Kitchen was another way to make the integration that much more authentic. This multichannel campaign won the Streamy Award for Best Branded Content Video.

Upside Down Cooking Challenge

Ghostwrote and posted all of the content on Todrick Hall’s channels for this campaign. The Hero Video cross-posted on YouTube and Facebook brought in 2.7 million views and 100,000 engagements in total.

4 Pitch Perfect by Todrick Hall

Revamped Stephen Curry’s YouTube channel (as covered in Variety). From the first season, his YouTube subscribers grew by 38%, and the channel’s average watch time increased by 60%. This also earned a Webby Award for Video: Best Web Personality/Host.

5 Minutes From Home With Stephen Curry: Season 1

Helped hype up the season 2 premiere of this hit show. The main video from the campaign was covered positively on several top tech and industry press outlets (Cnet, Vice, Gizmodo, Adweek, The Drum, etc) as well as shared organically on Reddit in the Westworld and robotics subreddits to 722,000 members.

Westworld x Simone Giertz

Helped coordinate the launch process as well as wrote the titles and descriptions for the Easter Egg videos series 2017 and 2018.

YouTube Rewind 2017

English (British)

Chin Lu has ten years of digital content strategy experience, specializing in integrated media campaigns, social media, web video, and influencer marketing. As a social media and content strategist, she has managed a range of projects, from holding top influencers’ hands (both symbolically and physically) through campaigns, planning real-time responses for Audi’s Super Bowl commercial in a war room, to ghostwriting Stephen Curry’s Instagram and devising a multichannel distribution strategy for HBO’s Westworld. Her portfolio also includes Fortune 500 companies like YouTube, Google, and Netflix. Chin also writes for VICE, Refinery29, SF Egotist, and The Bold Italic.

Chin Lu

Employment Highlights

Education Highlights

Portfolio

Google Home + Creators

Method - Fear No Mess

The Kingsman Challenge

Upside Down Cooking Challenge

4 Pitch Perfect by Todrick Hall

5 Minutes From Home With Stephen Curry: Season 1

Google Home + Creators

Method - Fear No Mess

The Kingsman Challenge

Upside Down Cooking Challenge

4 Pitch Perfect by Todrick Hall

5 Minutes From Home With Stephen Curry: Season 1