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Andriana Trang

Andriana Trang

Strategic Planner

Garage Team Mazda

Brand and Digital Strategy

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Campbell Ewald

Solutions Planner

Brand and digital solutions for PIMCO Financial Services, Kaiser Permanente, Chicken of the Sea, Western Governors University and Ghirardelli.

Key Projects:
Formulated PIMCO communications platform to energize brand during a challenging market environment.
Developed digital strategy framework for PIMCO marketing websites, focused on producing ROI-driven websites.
Researched and presented insights about developing healthcare landscape, consumer perceptions and opportunities for Kaiser Permanente brand strategy development.

Skills: digital strategy, content strategy, SEM/SEO optimization, B2B social strategy, primary/secondary research analysis, integrated campaign launch

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Campbell Ewald

Assistant Solutions Planner

Brand and digital solutions for PIMCO Financial Services, Kaiser Permanente, and LA Tourism.

Campbell-Ewald

Assistant Account Executive

Managed day-to-day projects for Los Angeles Tourism and Convention Board (LATCB) to successfully launch 2 new creative campaigns and maintain ongoing B2B advertising. Assisted in initating projects by writing creative briefs and guiding teams during creative development and client feedback. Helped manage account billing and long-term budget allocations.

Key contributions:
- Developed close relationship with Digital Media and Media Planning teams to provide client with integrated media solutions for global brand launch
- dineLA Winter 2012 campaign most effective to date
- Helped launch Los Angeles' first global brand campaign
- Crafted first competitive review for client

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Campbell-Ewald

Solutions Planning Graduate Associate

Analyzed quantitative and qualitative data to support Kaiser Permanente's first non-'Thrive' creative campaign. Insights led to messaging that lifted member & non-member awareness of KP's relevant product attributes (as opposed to general brand awareness). Supported new business team with competitive analysis, focus group insights and administrative support.

Career

UCLA Magazine (UCLA Marketing)

Editorial Assistant

Wrote and researched over 15 articles for UCLA Magazine, an award-winning university publication aimed at connecting alumni, faculty, staff and affiliates to the university brand. Maintained and leveraged relationships with multiple UCLA college communication executives to develop future editorial content. Attended campus events representing UCLA Magazine as press contact.

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UCLA Marketing & Communications

Web Content Assistant

Managed content publishing for UCLA Magazine website using content management system and digital creative tools (Adobe Creative Suite). Trained new hires on software and publishing processes. Self-trained on digital publishing and analytics reporting best practices to enhance website.

Key contributions:
- Optimized print articles for web by highlight key content formats (slideshows, videos, graphics) that resonated well with users and promoted content sharing
- Monthly analytics report using Google Analytics to assess impact and relevancy of content
- Project managed website redesign in collaboration with design and copy teams
- Community-managed UCLA Magazine comments by directly responding to users

Career

TBWA\Chiat\Day

Account Management Intern

Supported account team for PUR Water Filter business (AOR) in reviewing and analyzing competitive creative work, assisting on digital business transition between agencies and provided additional administrative support. Maximized opportunity to observe complete TV and radio productions (concept to traffic) to understand process intricacies. Weekly departmental info/training sessions complemented learning opportunity.

Key contributions:
- Competitive analysis for quarterly report presented to clients and partner agencies
- Comprehensive website copy-deck to track copy and design updates for website update (primarily used by partner agency Accenture)
- Script decks for TV production process to gather client and legal approvals
- PowerPoint and Keynote templates for senior branding and strategy meetings
- 2-minute video intern group project presented to agency

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Bruin Belles Service Association

Public Relations Director

Re-elected twice by UCLA student organization to revive and lead all aspects of new-member recruitment, organization branding and merchandise design, community outreach projects, and online-presence development

Key successes:
- Increased applicant pool by 250% over previous year's recruitment numbers
- Created long-term PR analysis and framework that is still being implemented
- Increased year-end budget by $4000 using branded apparel and accessories
- Represented UCLA student leaders at UCLA Chancellor's events

Career

UCLA Special Events and Protocol

Student Assistant

Provided administrative support to office manager and senior event managers, including staffing on-site at events such as UCLA Alumni Day, the Festival of Books, and UCLA Day. Using technical and digital knowledge, streamlined reservation process for UCLA Hannah Carter Japanese Garden to reduce time spent on task by 30% and digitized past event records to reduce inefficient paper waste by 20%.

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University of California, Los Angeles

B.A., Economics, Global Studies