michael cheng resume

8/3/2019 Michael Cheng Resume

http://slidepdf.com/reader/full/michael-cheng-resume 1/1

Account Planning Intern• researchedstate/national/internationallotteryindustrytrendsandconsumers

awareness/perceptionsoflotterywinners• wrotesurveysandconductedstreetinterviewstolearninsightsanddevelop

personasofFloridaLotteryconsumers• pitchedthe“FunStartsHere”campaigntotheFloridaLotterymarketingteam• learnedlovingyourjobshouldlastpast5PM (andI’dliketowinthelottery)

MICHAELCHENGmcheng928@gmail.com•2970N.SheridanRd.Apt.719,Chicago,ILL60657•321-663-7074•www.untieyourshoes.com

St.John&PartnersOneoftheFlorida’slargest

independentlyownedadagencies.

Jacksonville, Fla.  Summer 2010

MarsheldCVBThecapstoneclassforadvertisingmajorsattheUniversityofFlorida

Gainesville, Fla.

Spring 2011

Account Planner• developedthestrategyfortherebrandingoftheconventionandvisitor’s

bureauinMarsheld,WIthroughthe“It’sInOurNature”Campaign• identiedinsightsonMidwesterntravelersthroughsecondaryresearch,digita

ethnographies,andsurveys• wonboth“BestStrategy”and“BestCreative”campaigns• learnedcreatingagoodcampaignrstrequiresgreatteamwork

Wunderman3

Thepromotions,retail,andeventsarmoftheWundermannetwork

Chicago, Ill. 

Summer 2011

Account Planning Intern • developedretail,promotions,andeventsstrategiesforclientssuchas

MicrosoftXbox,Hostess,DiGiorno,CaliforniaPizzaKitchen,Chevron• researchedconsumerandmarkettrendswithinthepromotions,retail,and

eventscategories• independentlyresearchedtheeffectiverolenostalgiacanplayinmarketing• learnedtheimportanceofconstructingastoryfromapileofinformation

UF’sAdSocietyOneofthelargestcollegechaptersof

AAFwith280members

Gainesville, Fla.

Spring 2010 – Spring 2011

Vice President of Finance• despitealower-than-expectedbudget,implementedcost-effectivesolutions

toincreasethenumberofspeakersandorganizationevents• raisedmorethan$3,000ofadditionalfundsthroughfundraising• recruitmentcampaignresultedinover70newmembersandaSilverADDY• servedasthecreativedirectorbehindAdSociety’sholidaygreetingvideo

whichreceivedaGoldADDY(nationalqualier)

•learned

thebestideasaren’tnecessarilytheonesthatcostthemost

WorkExperience

Leadership

UniversityofFloridaU.S.NewsandWorld

Report’s#6Journalism

College

Gainesville, Fla.

Graduated Spring 2011

B.S.inAdvertisingw/anoutsideconcentrationinScience• MagnaCumLaude(3.8/4.0GPA)• UFHonorsProgramgraduate• W.RobertGlafckeAwardforService• BrightFuturesFloridaAcademic

ScholarandJamesS.FishScholarship• learnedyoudon’tstopbeingastudent

justbecauseyougraduate

Education SkillsandOtherInterestingFacts

• AdobeCS5• basicChinese• intramuraltennis,volleyball,softball,• 2-yearcaptain-WPHStennisteam• assistantconcertmaster-WPHSOrchestra• diehardfanoftheFloridaGators,

PittsburghSteelers,andOrlandoMagic• learnedIdidn’twanttobeadentistafter

spending2yearsasamicrobiologymajor

Y&RChicagoClients:GiantEagle

Craftsmen

NewBusiness

Chicago, Ill.

Fall 2011 – Present

Assistant Account Executive• coordinatedcreativedevelopmentandproductionofTVandradiospots• managedClientbudgets

• designedpitchpresentationswithseniormanagementbyconsolidatingmaterialsanddevelopingaproperpitchow• analyzedcompetitors,consumertrends,andweeklysalesreportsfor

strategicrecommendations• workedwithmediapartnerstoensuredeliverableswereproperlytrafcked• learnedasuccessfulClient/Agencyrelationshiprequiresacollaborativespirit

frombothparties