Margaret Chen
Verified Expert in Marketing
Marketing Expert
New York, NY, United States
Toptal member since April 10, 2024
Margaret is a global marketing and communications leader with a strong track record of driving revenue growth and operational effectiveness for rapid-growth businesses. She has experience forging relationships with and developing marketing campaigns for Fortune 500 brands spanning industries (e.g., BlackRock, Samsung, Kia, P&G and Target). Margaret's passion is working with brands to tap into the power of storytelling and communicate their value propositions through engaging multimedia programs.
Project Highlights
Expertise
- Account Management
- Business Operations
- Content Marketing
- Go-to-market (GTM) Strategy
- Integrated Marketing
- Project Management
- Stakeholder Management
- Strategic Planning & Execution
Work Experience
Global Head of Marketing
Bloomberg Media Group
- Ran the global B2B marketing department, spanning client services, client marketing, brand and content marketing, trade and event marketing, and audience development; recruited and mentored all levels of team members.
- Developed and activated integrated media campaigns (spanning digital, print, audio and TV advertising) for blue-chip brands, including Samsung, Kia, and Wells Fargo, driving sustained business growth.
- Spearheaded go-to-market strategies and collateral development for new editorial franchises and ad products, including Bloomberg Green and Bloomberg Originals, leading to sales breakthroughs in new accounts.
- Drove "voice of the customer" initiative, developing insights from client feedback to set strategic priorities, create cross-functional action plans and inform customer service training.
Global Head of Marketing & Content
Storia
- Established US operations for a global social publishing startup, including management of staff, contractors, and agencies.
- Created US go-to-market strategy and business plan; advised on marketing for rollouts in Brazil, Russia, and Turkey.
- Developed and managed a global network of 40+ content creators, from writers to designers to video producers.
Managing Director – T Brand Studio
The New York Times
- Co-founded T Brand Studio, The New York Times's award-winning content studio, and built the client services, brand marketing, content strategy, audience development, and financial operations teams from the ground up.
- Developed groundbreaking and award-winning media campaigns for brands across different categories, securing industry recognition and tangible business results.
- Performed P&L management, identifying opportunities that achieved cost savings of 28%.
Managing Director – Digital Strategy and Media
SJR
- Played an instrumental role in transforming the business focus from traditional public relations to digital content strategies and development, which led to Group SJR being named the 2014 content marketing agency of the year.
- Managed client relationships and account strategies for the agency's top revenue-generating accounts.
- Founded the agency's 1st analytics and insights practice to measure audience development tactics more effectively.
- Developed content strategies for leading brands, including launching Target's 1st online magazine, A Bullseye View, and creating Dell's Tech Page One.
Project History
Dell Coverage of VMworld
Led the on-the-ground team covering the VMworld conference on behalf of Dell's daily publishing business and tech news site, Tech Page One. While at the conference, an article that my team published was indexed on Google News.
This project involved covering the VMworld conference for Dell’s tech publication, Tech Page One. The publication emerged as one of the top Google News search results, alongside The New York Times’s Bits blog and PC Magazine. It was the first time branded content property achieved the feat of being recognized as a news source.
BlackRock's "Factors" Campaign
Paired BlackRock with restaurateur Danny Meyers, singer Idina Menzel, and NBA coach Doc Rivers to uncover the "factors" of a great dining experience, a special performance, a winning play, and a strong investment portfolio.
This campaign presented “defining factors” as a dynamic 3-part video series that followed BlackRock’s head of factor investing, Andrew Ang, as he met with cultural influencers and drew parallels between factors and well-known cultural pillars. These public figures included restaurateur Danny Meyers, singer Idina Menzel, and NBA coach Doc Rivers.
Wells Fargo's "Quest for Better" Campaign
Led the team that developed Wells Fargo's successful "Quest for Better" campaign.
The campaign featured a diverse selection of Wells Fargo clients and presented video stories highlighting the purpose that drives these companies and showing how Wells Fargo supported their goals. The campaign profoundly impacted Bloomberg’s C-suite audience. It was highly successful: more than 85% of users took action to learn more about the bank, and a remarkable 20% reached out directly to a Wells Fargo banker.
Education
Bachelor's Degree in English Literature
Dartmouth College - Hanover, NH, USA
Skills
Core
Go-to-market (GTM) Strategy, Content Marketing, Content Strategy, Product Marketing, Brand Marketing, Public Relations (PR), Writing & Editing, Digital Advertising, Social Media, Influencer Marketing, TV Advertising
Platforms & Tools
Google Workspace, Salesforce Marketing Cloud
Other
Revenue Strategy, Business Development, Client Services, Account Management, Project Management, Stakeholder Management, Team Development, Thought Leadership, Copy Editing, Slack, WhatsApp, Integrated Marketing, P&L Management, Strategic Planning & Execution, Business Operations, Change Management, Business Planning, Audience Development, Multimedia Production, Communication Strategy, Digital Strategy, Media Planning, Video Production, Event Marketing, Media Training, Vendor Management, Content Writing, Customer Service, Voice of the Customer (VoC)
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