State of Affairs

2008-05-20T02:28:00.000-07:00

Ai Wan, seems to wield the Midas touch. Ai a Shanghai born film actress, returned to China after leaving moving to the US at age 10. Ai Wan lived every actresses dream by working in the entertainment industry in Hollywood. The trained dancer and former fashion model, landed roles in major studio releases like the blockbuster, Rush Hour, the first of Jackie Chan's popular film franchise. Ai then became a best selling published author in 2005 with the release of The Madness of Appetite a book that according her biography, a book that stayed at the top of China's best selling list for two years.

She is currently busy reincarnating China Doll her popular club two years after creative differences with a partner caused a split. China Doll was compared favorably to clubs in far flung party places in Ibiza, Paris and her former Los Angeles. The name China Doll was designed to appeal to foreign tastes and local pride. Ai is excited about the chance to create a new 2,000 square meter club/loft space atop the 3.3 mall in Sanlitun under her own terms.

Ai has come full circle with the reopening of the popular night spot. It all tarted some years ago in Melbourne after a trip to Federation Square a successful urban development project that some say revitalized Australia's second largest city. The square became Ai's muse and unlikely catalyst for a local club. "After touring the square with my friend Peter Davis, the lead architect of the project, I came away inspired by it's forms and energy." Soon after she co-founded Epic Design with Davis and began to create interiors for other successful nightspots like the Mango Room in Tango, Club Vogue and Banana. Other assignments soon poured-in.

Working in the US gave her a chance to exercise her creative talents: "Los Angeles broadened my horizons.) "[it] mixes culture effortlessly and that energy appeals to me. When I came back to China I was inspired to share that spirit and sense of community here however some "club owners wanted to copy each other." She bemoans, "The cookie cutter approach was what people expected. It was then that I decided to just go out follow my own vision. "I don't like hitting the same note." I am always searching for a dynamic the brings outside influences and a sense of community and unity." the genesis for the concept of the original China Doll grew out of her frustration from this experience.

Ai possesses a seemingly effortless ability to forge alliances may have given her the edge that allowed her to succeed where many fail. This year intense competition and a fickle, transient entertainment seeker may pose the biggest challenge yet for this former fashion model's business model. But while Ai claims to possess little business savvy she hired a Wharton Business grad with successful track record of managing a portfolio of clubs in LA as her current general manager, which hints that she is a quick study.

If all goes to plan, Ai hopes that her China Doll concept will evolve into a sophisticated entertainment brand. Further discussion about the club yields the prospect that we may one day see see a China Doll inspired hotel in the future.

Ai believes "Living in China can be a day-to-day struggle." and thus she said she values relationships with "positive people." When asked to explain her success in the night club business she says, "My investors know I like to share, create and inspire others." She prefers to steer clear of people in business who are looking for ways to take advantage of a given situation. "I do not intend to be greedy, my partners know that about me. Maybe It's not a savvy way to make money but I prefer to be a giving person." She values positive energy and working with talented people who share her passion to do "good work."

Sensing the challenges ahead, Ai plans to continue to surrounded herself with talented, individuals who can help steer her efforts and bring the business savvy she claims not have. "I like to work with people who bring the same passion for doing good work" She often refers to her friends and patrons as a "community of like minded artists."

She still maintains a strong connection with her first love--cinema. She is proud of her recent collaboration with director, Li Ying on the controversial documentary film Yasakuni. Ai has a producer credit on the film. Yasukuni is the infamous Japanese war memorial. Yasakuni the film, was the sole Chinese submission to be accepted at the 2008 Sundance film festival where in January it had it's North American premier. The Sundance website describes the film as follows:

'Controversy abounds as Japanese officials honor the deceased at the legendary Yasukuni shrine, where swords used to kill Chinese soldiers were famously forged. Few know about the shrine’s eerie past and the mysterious sword inside.'

Ai also continues to write, she recently co-wrote a screenplay titled the Phoenix Brassiere. When asked to explain the this title she offers this "I enjoy the beauty of human nature and the experience of sensuality." Her screenplay's title hints at rebirth and evolution a fitting symbol considering the trajectory of her career and the metaphor of the Phoenix seems fitting accomplishments despite setbacks.

Creating an entertainment venue in Beijing is risky and it begs the question, does Ai enjoy taking chances? She precedes to flash a wry grin and exclaim: "I have always been a risk taker." She then recounts her first time skydiving with childlike glee, "When I looked out the door I only saw clouds; I just took a running jump, I didn't get pushed out!"

Pull quote:
"We are all kids at heart, China Doll is a place to place for like minded people to play."

2008-05-01T06:41:00.000-07:00

Sage Advice

'Trying to capture such a fast moving target as Beijing is no easy task,' according to Immersion Guides, the creators of Insider's Guide to Beijing. But if when have a staff of 40 plus 'insiders' to contribute articles and photos to a Beijing city guide, then your bound to uncover some fascinating and useful tips.

This year's addition of Insider's Guide arrived on our desk with a resounding thud; it's crammed with seven hundred pages of sage advice, tips and pictures. Of course there's an expanded Sports and Fitness coverage that includes everything Olympic. Its no svelte, boutique urban guide, but rather a bully of a tome.

Because of it's size this mini-me encyclopedia is not geared for the one-time tourist although one would be hard pressed to find a more exhaustive dissection on the Capital's merriment options, no, this Guide was written with the long-term resident in mind. It provides exhaustive coverage on domestic issues: kids, finding schools, medical care and even adoption. If you raise a family here in Beijing, the Kids section alone is worth the price of the book which lists at RMB 80

Stuffed in the middle of the already beefy Sports and Fitness section readers find another 20 + pages on the 2008 Olympiad: a gargantuan pull-out map with background and venue essentials, Chinese athlete bios and some interesting editorials. But the foot fighting (not joking) article seemed out of place. An Olympic Warm-Up Event calendar is more an illustrated 10-month timeline -- useful for those who want to see the venues up close but have no tickets but by the time our addition arrived there were only two more events remaining.

As the Guide says, we are facing two weeks of 'a different Beijing than we've ever known'. But with this Guide in hand. you'll weather-it armed with an advantage.

2008-04-21T03:05:00.000-07:00

What's the biggest economic topic for 2008? In a word, inflation. From absolute obscurity only a few quarters ago, inflation has come raging forward to command the full attention of China's policy makers, global investors and even casual observers as “the” issue of the moment.

Definition: ‘Inflation is the loss in purchasing power of a currency unit such as the dollar, usually expressed as a general rise in the prices of goods and services.’

Today, inflation continues to be blamed on private greed, while governments still seek to restrain it by decree, sometimes even devaluing their currencies as they do so in order to make there exports cheaper and thus create demand. However for most companies, operating and financing costs rise due to devaluation-created inflation, stealing back any initial competitive gains.

In the news media, discussion of inflation often takes a ‘bottom up’ view. Each month's change in any given price index spills into every nook and granny of daily life such as food, electricity, heating oil, and housing. Sometimes policymakers speculate that if "price pressure" in those areas could be relieved, overall inflation could be reduced.

The prices of some items always are rising or falling relative to others. This is a natural feature of the way a market economy adapts to changes in supply or demand. Rapid price increases within a single sector, though often labeled "sectoral inflation," are partly the result of an adjustment in relative prices and partly a manifestation of the overall inflation rate. Yet they may have no causative significance whatever.

When we watch the tide come in at the beach, we know that it is not caused by the waves, however forceful they may be. Inflation is not simply the sum total of a collection of independent price changes, as the arithmetic of an price index implies--It is the degree to which all of those prices move in concert.

For seven years following the 1990s, the Chinese economy was in outright deflation, as the resulting glut of capacity eroded profits and forced final goods and services prices down. As late as January 2004, the official consumer price index or CPI, was no higher than it had been in July 1997. Prices finally began to rise on average during 2004, increasing at an annual pace slightly above 2 percent for the next three years, and economists and policy officials generally heralded China’s return to a more normal, “healthy” inflation environment.

Since the spring of 2007, however, the situation has changed radically: The economy, which had already been expanding at a real pace of 9 percent to 10 percent finally shot across the 11 percent growth barrier in the first half of the year. And consumer price index inflation, ticking over at 2.2 percent in January, rose to 3.4percent by May, then to 6.5percent in August, and by January 2008 reached a staggering 7.1 percent, with no sign of slowing. Inflation rates in China during February, spiked to a near 12 year high of just over 8 percent.

When we take a look at a cross section of sectors inflation seems to be broad based but some sectors are soon expected to see stable prices. Agriculture prices that spiked during the aftermath of the winter storms, barring another icy winter, are expected to slow. But housing in some may be at a rolling boil or at least a steady simmer for a while to come.

China's biggest appliance retailer Gome which also happens to be one of it's most profitable companies, could see slower sales this year as appliance prices are rising for the first time in nearly 15 years. Siemens announced an eight percent increase for refrigerators and up to a seven percent rise in washing machines. Chinese domestic producer Haier raised refrigerators prices by five percent and washing machines by up to ten percent. According to some experts, Chinese manufactures are facing enormous cost pressures. These are the highest growth and inflation rates that China has seen in more than a decade. In sharp relief to the past 20 years where the domestic goods market in China was oversupplied and extremely competitive -- price wars were common but price hikes all but unheard of.

A closer look at housing prices by city shows the average housing price in China's 70 large and medium-sized cities climbed 10.9 percent in February over the same month last year, 0.4 percentage points lower than in January, according to the National Development and Reform Commission. Prices for new apartments jumped 11.8 percent, down 0.4 percentage points from January, while prices for used flats rose 11.5 percent. Housing prices in Beijing were up 16.5 percent, 0.7 percentage points lower than January. In contrast, prices of new homes in Guizhou in Southwest declined 2.2 percent from the previous month, Chongqing fell 1.7 percent.

However food must be singled out as the biggest contributor to the current rise in consumer prices. Much of this Springs increase in food prices can be attributed to the recent snowstorms which crippled cities in Hunan, Guizhou and Guangzhou and have seriously affected the supplies of food. Egg, meat and dairy prices spiked by 40 percent year on year.

Local media reports that the government believes the inflation bout is temporary, and headline CPI growth should be heading back to around 3percent by the latter part of 2008. However some investors and skeptics say this bout of inflation will be harder to control as China is now more effected by outside market forces. These outside market forces may put upward pressure the RMB relative to its trade partner's currencies thus dampening export demand. It seems China economic policy makers are treading a fine line these next few months.

call me

2007-10-30T02:55:00.001-07:00

Commoditizing stock photo

2007-10-26T05:17:00.000-07:00

In my humble opinion, Stock Photography looks to be be susceptible to commmoditzing only because now the the work flow is entirely digitized, and now the cost of entry is lowered for aspiring artists and client's have unprecedented access to growing databases of low cost and in some cases no-cost content not available or even imagined even a few years ago. It may be that the model for stock can be done more efficiently and at a lower price then through the Studio / Agency / Art Buyer hierarchy. I say forget low-balling, the cliche of the level playing field has come to fruition and only the designers who can read the wind and change tack will survive-- Differentiate or Die.

The best article on design project mangement

2007-10-26T04:24:00.001-07:00

As posted on the AGIA site - must read. As an American born design project manager working in a foreign country running a internationl team of designers, the ability to facilitate and provide leader ship to bridge cultural gaps I found was key and even paramount. While I had the ability to understand the technical side and even provide some design guidance, I often felt I failed in my role as the project's owner as I was not always able to facilitate at the right time and place, and bring the soft skills to the party. Emily - one of the best if not only complete introduction to the life if a Design Project Manager - -Kudos!

Link to article here: http://www.aiga.org/content.cfm/why-a-project-manager

Open Letter to Design Firms in Asia

2007-10-26T03:32:00.000-07:00

Good day, my name is Anthony Rosas

I am writing you in the hope that this letter finds you in a period of growth and in need (knowingly or by nature of this e-mail) of an experienced project manager with relevant design and creative project management experience who is in Asia looking for a new challenge.

In the past 15 years I have worn the hats of a Production, Traffic, Studio and Project Manager either at once, or simultaneously while working on a variety of campaigns in agency and corporate marketing departments, producing world class creative, advertising and marketing for some well known, international companies in the US and Asia, where I have recently crossed a two-year milestone of international work experience.

In late 2006, I was recruited to manage a pilot outsourcing program for Philips Design, recognized by its peers as one of the top global design firms. Our studio and creative staff of 12 served five, key business lines and provided cost effective, high-end, executional creative. We worked closely with our counterparts at Philips Design in the creation of product visualization (3D/ rendering), packaging, environmental design, visual interface, color trend research and traditional collateral all within a sophisticated brand paradigm. This challenging role required management of complex projects and tight deadlines. I worked daily with a multiple stakeholders including: Creative Directors, Product Managers, Account Executives, Operations, Staffing / HR, Creative and Traffic while leading and coaching my own staff of 12 communication, product and visual designers in a forward thinking, international work environment.

Suffice to say I love my career, the creative arts, and have a passion for helping to realize concepts and ideas into reality.

If this strikes a chord or at least a note, I would look forward to talking with you about a role with your firm.

Pleasesee my CV below or contact me at anthonyrosas@yahoo.com

My CV in Chinese - Translation by: Hong at http://blog.sina.com.cn/feisexiaojian

2007-10-21T05:46:00.000-07:00

安东尼·罗萨斯（Anthony Rosas）
anthonyrosas@yahoo.com

平面设计制作资深人士/16年制作经理工作经验，曾在美国和亚洲公司工作，为多个本土和全球品牌提供高质量的广告制作和市场推广服务。

工作经历

2006年10月15日至2007年9月1日，中国香港Aquent公司 / Philips Design公司

制作经理

带领一个12人的团队，为5个重要行业的客户提供高端设计服务，包括VI、整体设计、销售点系统、标志及其他相关服务。在负责及时交付精确高质作品的同时，还负责预测下一步的工作流程并为之合理规划资源。在多个圆满完成的项目中体现了务实高效的个性和高度的成本意识。

协助人力资源部招聘了包括美术指导在内的8个重要员工，为公司创造了更多收益。

帮助全球重要消费品品牌协调超过1000个项目。

带领团队从劳动密集型工作流程系统到新型在线制作管理工具的变更中，实现了平稳对接。

为关键项目的进展的各项指标撰写报告并进行实时分析。

2006年7月至2006年10月，中国北京Verican公司

制作经理

负责管理外包制作业务，客户是美国的报纸行业。

创建工作流程，绩效标准和招聘新员工。

应客户需求，制作Flash视频广告。

带领一个工程师团队创建一个在线订单模块。

2005年9月至2006年6月，中国北京Accuracy Automotive公司

IT项目经理

作为一名编外项目经理，负责公司网站页面美化工作，提供平面设计和制作，促进公司的业务进展。

编辑、创建网页布局和模板，设计图标和图片。

负责三个产品的更新、设计，并监控项目进程。

2003年3月3日至2005年1月3日，美国加州洛杉矶WorkerB公司

咨询师

创办WorkerB公司，为客户提供汽车、直投邮件、艺术品购买、产品销售等方面的咨询。曾为HMO公司提供直邮咨询。详见“重大项目”部分。

2000年至2003年，美国加州洛杉矶 Suissa Miller Advertising广告公司

直邮/电话营销产品经理

推行基于网络的资源管理工具，三年内为公司节省成本20万美元。

采用独特的立体直邮方案，可为客户节省65%的预算，并在该方案推行的第一个月就帮客户拉来了一个25万美元的大单。

因往年积累的品牌认知度，在没有增加成本的情况下，节省了大量费用。

因采用直邮和电话营销而帮助客户做到最快的物流配送，发展了大量的商业盟友。

负责监制每年价值300万美元的折扣券和银行支票的精密印刷。

1997年至2000年，美国加州帕萨迪纳市Kaiser Permanente 公司

市场推广项目/流程经理

负责为美国最大的非盈利医疗服务公司负责每年300万美元的印刷广告和直邮广告服务。

作为项目经理，每年负责大约250个项目的管理和实施，包括相关营销、直邮、电视广告营销、B to B沟通、西班牙语等项目。

进行流程管理，每年为公司节约30万美元。

管理每年约500万份的直邮项目；创造了35000新销售，其中63%是新客户，占销售总收入的18%。

1996年至1997年，美国加州圣安娜市 Fahrenheit Advertising/Design公司

平面设计制作/流程经理

在发挥设计天赋的同时，还拥有务实高效的个性和高度的成本意识。

设计和评测数据库。

在规定时间和预算内，制作了六个季节性的全彩零售目录。

发展销售同盟，每年节省3万美元。

1995年至1996年，美国加州托兰斯市 The Merit Group Inc.公司

包装产品/流程协调

为复杂的包装和展示项目设计流程并执行之，包括折叠纸箱、装饰店堂广告，以及零售包装。

整合国内外包装厂家资源。

为公司销售部门设计流程。

教育背景

1987–1988 亚利桑那州天普市Al Collins School of Graphic Design学院，平面设计专业

1992-1993 加利福尼亚洲欧文市Irvine Valley College学院，桌面出版专业

2003-2004 加利福尼亚洲洛杉矶洛杉矶城市学院（L.A. City College）电影制作，中文。

专业身份

美国印刷技术基金会（GATF - Graphic Arts Technical Foundation）

美国采购经理协会（NAPM – National Association Purchasing Managers）

资源教育管理协会（APICS - The Educational Society for Resource Management）

洛杉矶广告制作协会（ APALA – Advertising Production Association Los Angeles）

直复营销协会（DMA – Direct Marketing Association）

证明人

如果需要，我随时可提供证明人。

其他：美国公民，母语为英语，有一定的中文沟通能力。

重大项目–安东尼·罗萨斯，

Deutsch, Playa Del Rey, CA – Brian Bushaw, 2004年11月11日至2005年1月1日

作为一个自由制作经理，负责制作三菱公司2006年的销售相关资料、每周的全国报纸广告，以及为代理商开发新生意而提供ad-hoc技术支持。

协调底特律车展（Detroit Auto Show）并派发相关资料。

监制代理商大型海报的印刷。

制作CD-ROM特别资料包。

为ad hoc 创意项目提供特别资料。

跟加拿大供应商合作，解决了美国/加拿大顾客的问题。

Watson Wyatt Worldwide, Universal City, CA – Aquent, 2004年8月1日至2004年10月21日

制作季节性的大型直邮促销活动，并协调季节性的相关销售，并在时间非常紧迫的情况下，管理物流和其他活动。

Grey Direct, Glendale, CA – Amanda Gillout 2004年5月3日至2004年6月13日

负责保险和银行客户的三个全国性直邮促销活动。

Wong-Doody, Los Angeles, CA – Vickie Speiser, 2004年3月26日至4月27日

任职制作经理，负责一个为期一个月的ad-hoc项目，内容包括：店堂广告、印刷品广告、以及各种制作项目。并聘用了一些编外和固定员工。

为Alpine™品牌制作店堂广告。

协调照片抓拍工作，包括：代理商、设计师等，并负责沟通在美国和加拿大印刷品的使用和费用问题。

负责为LA Dodgers, MGM Studios, and Luna Bars™ 等品牌提供全国性的印刷和制作。

Teleflora, Los Angeles, CA – Erin Kelly, 2004年2月20日至2004年3月22日

负责高档花卉产品的分销商商和零售商的多种广告项目和相关服务。

Kaiser Permanente, Pasadena, CA – Theresa Hogue, 2003年8月至2003年11月

负责鉴定直邮销售产品的投入回报率是否提高，创建直邮导引性销售活动，并管理进行中的营销活动。

与他人合作撰写了详尽的项目招标书(RFP-request for proposal)和服务级别协议，并把15个重要直邮促销活动从三个供应商集中到一个供应商，提高了市场回报率。

培训员工学习直邮项目管理。

开发了一个用户友好界面的模板来处理日常事务，包括：数据处理、流程模板、活动中止表格、和制作工作模块。

与他人合作开发了平面制作文档教程和流程管理模块。

Avery Dennison, Brea, CA – Kevin Mon, 2003年3月3日至2003 年7月3日

在国际性的私有标签生产线上监督包装更新情况，跟内外生产线经理和供应商协调复印更改、艺术文档等事宜。

Commentary on Design Outsourcing in China

2007-10-17T16:52:00.000-07:00

Written and researched and lived through by Anthony R. Rosas

Executional creative-- the model is simple and the value proposition being: lower overhead for the client and freeing internal resources that can concentrate on it's core competencies. For many firms routine tasks like packaging layouts, mechanicals, versions, retouching, CAD modeling, and rendering tasks can be outsourced as they take an inordinate amount of a designer's time better spent doing key design processes like branding, research, conception, trend analysis and a myriad of others.

Why design? Why now?

Design and innovation are finally getting the spotlight and some are calling it the new management consultancy (2) . Companies like Apple, Samsung and Philips know how to leverage design prowess into profitable products made from relatively cheap, generic components and even low cost assembly abroad. These firms are perfecting this model and outsourcing certain design processes to concentrate on creating market value from design the iPod is a great example. It's in Hong Kong that I realized that executional design outsourcing is a sub class of Knowledge Process Outsourcing (KPO). This evolution from Business Process Outsourcing or BPO is hot-- year on year growth of 51% over the last six years. Furthermore the industry is forcasted to see double digit growth through 2011 and employ some 255,000 service professionals. ^(1.)The entire KPO segment is forcasted to be worth 11 billion US dollars in less than five years ^(1.) and there is a shortage of companies who can successfully execute design outsourcing—I should know—I have been working in the emerging field here in China since 2005.

Experience Matters.

Design outsourcing falls within a sub class of KPO that is more difficult to execute than typical Business Process Outsourcing (BPO) operations like soldering circuit boards in Vietnam or even back office accounting in India. BPO is rote and does not require highly skilled talent. A key distinction between BPO and KPO is that outsourced design professionals are empowered to make low level business decisions, thus experience is critical in understanding the business and gaining trust which is crucial for growth; I speak of growth in terms of gaining the clients confidence to participate in higher level processes with higher margins. The goal is to become a strategic partner that is insulated from price competition.

Some but not all print manufacturers are in a unique position to offer an end-to-end vertical solution that my former client Philips Design www.philipsdesign.com was searching for but my company, Aquent Solutions, www.aquentsolutons.com, (An offshoot of a US based staffing firm) was unable to provide: Design Implementation > Imaging > Pre-Press > Printing / Converting > Logistics. I have had the unique experience in manging executional creative working with Philips Design and several U.S. newspaper publishers and what is noteworthy to me is that Philips Design is in itself a well known expert in design and if they are outsourcing design then I believe others are likely to follow; and there are few if any providers who can support and offer a full solution. While India may be in a better position to offer these solutions, China is not far behind. The dearth of local talent will be a significant barrier to entry for China but the same can be said for India as well.

1.http://www.evalueserve.com/Media-And-Reports/HTML-Press-Releases/Recent/KPO-Growth-and-Future.aspx (accsessed September 6, 2007)

2.http://www.businessweek.com/innovate/NussbaumOnDesign/archives/2006/09/is_design_the_n.html (accsessed August 26, 2007)

Some recent pictures - Hong Kong, Guang Zhou, Shenzhen

2007-10-16T16:38:00.001-07:00

A day in the life

My resume / CV - Currently Job Searching in US and China

2007-10-16T15:43:00.000-07:00

Anthony Rene Rosas

anthonyrosas@yahoo.com

Seasoned Production / Studio Manager with over 15 years of experience producing high quality advertising / marketing production for regional and global brands in the US and China

Work History:

01/09/07 – 09/01/07 AQUENT Solutions Hong Kong, HKSAR
Studio Manager

Managed and near-source design studio solution for premier global design firm – Philips Design
Projects included: industrial design visualization, packaging, point-of-sale, signage and collateral

* Balanced fluctuating workload across five design competencies while meeting firm deadlines
* Produced measurable results on time within tight budget constraints
* Maintained high staff utilization thru accurate resource planning / forecasting, coaching and staff development
* Demonstrated effectiveness thru qualitative and quantitative key performance indicators
* Co-recruited eight critical talent roles including Art Director, Senior Designer and Product Designers
* Managed the changeover from a labor intensive multiple spreadsheet system to a robust online workflow management with real-time cost analysis

07/2006 – 10/2006 Verican Beijing, PRC
Studio Manager

* Contracted as a freelance Project Manager to manage launch of outsourced studio serving the U.S. newspaper industry. Created workflow, bill rates and staffing duties
* Created on-demand video product package complete with flash integration and online billing

09/2005 – 06/2006 Accuracy Automotive Beijing, PRC

Contracted as a freelance Project Manager to support company’s website makeover and provide print production services and design and layout company sales collateral
* Edit and create web page layouts and mockups, design icons and graphics
* Managed three product updates, set and monitored project milestones managed programmers

2003 – 2005 WorkerB Los Angeles, CA

Sought after Project Manager engaged in contract positions in Automotive, Direct Mail Art Buys and Point of Sale. Please see the Contract Assignments section for details.

2000-2003 Suissa Miller Advertising Los Angeles, CA
Direct Marketing / Direct Response Production Manager

* Executed internet-based resource management tools which reduced spoilage and obsolescence costs resulting in three-year cost savings of $200,000
* Produced a budgeted savings of over 65% for unique dimensional direct mail piece resulting in a $250,000 order for client in first month of launch
* Reduced production and lettershop costs by leveraging multiple marketing budgets allowing for increased brand penetration of over 60% from previous year without increasing costs
* Developed distribution alliances and methods allowing for first class delivery time while maintaining bulk mail postage discounts for national direct response campaign
* Accountable for precise data image quality and MICR / UPC reproduction for multiple weekly coupon and bank check programs totaling over $3,000,000 annually

1997–2000 Kaiser Permanente Pasadena, CA
Marketing Communications Project / Traffic Manager

* Accountable for $3,000,000 in annual print and direct mail production for the largest not-for-profit health care provider in the United States
* Served as lead project manager in the development and implementation of approximately 250 projects annually – marketing collateral, direct mail, direct response television, retention materials, business-to-business communications and Spanish language collateral
* Supervised production of key marketing efforts through concept development, regulatory approval, creative direction, translation, and vendor management
* Streamlined collateral and distribution processes; resulting savings $300,000 USD /year
* Produced direct mail programs of approximately 5 million pieces annually; generating over 35,000 leads; resulting in 63% of all new members in the California division accounting for 18% of revenue for the program nationwide

1996–1997 Fahrenheit Advertising/Design Santa Ana, CA
Print Production / Traffic Manager

* Balanced studio workload by qualifying and retaining design talent
* Set up production estimate database system Managed direct mail production tasks of six seasonal catalogues within budget and on schedule Created distribution alliances resulting in annual saving of over $30,000 USD while effectively negotiating favorable credit terms for young and growing agency

1995–1996 The Merit Group Inc. Torrance, CA
Packaging Production / Traffic Coordinator

* Directed traffic and scheduling of complex packaging and display projects including folding cartons, corrugated point-of-purchase displays, and specialty retail packaging
* Researched specialty manufacturers and suppliers both domestic and abroad
* Developed scheduling and traffic guidelines for sales staff of 12

Education:
1987 – 1988 Al Collins School of Graphic Design, Tempe, AZ – Graphic Design
1992 – 1993 Irvine Valley College, Irvine, CA – Desktop Publishing
2003 – 2004 Los Angeles City College, Los Angeles, CA – Cinema Production, Video Editing, Mandarin Chinese

Professional Memberships:
GATF – Graphic Arts Technical Foundation, NAPM – National Association Purchasing Managers
APICS – The Educational Society for Resource Management
APALA – Advertising Production Association Los Angeles
DMA – Direct Marketing Association

References:
References available upon request

Other:
United States citizen, native language: English, conversational Mandarin Chinese

Contract Assignments:

Deutsch, Playa Del Rey, CA – Brian Bushaw, 11/11/04 – 1/03/05

Contracted as a freelance Production Manager to support Mitsubishi during its 2006 model year product launch by providing project management and print production expertise while coordinating large scale newspaper ad campaign and ad-hoc support for Deutsch’s new business pitches
* Mitsubishi automotive collateral production
* Large format print + 50”
* CD-Rom specialty packaging production
* Specialty sourcing and fulfillment
* Canadian fulfillment supplier liaison, customs issues

Watson Wyatt Worldwide, Universal City, CA – Aquent, 08/01/04 – 10/21/04

* Produces seasonal, large, direct mail campaigns, and coordinated buyouts of insurance benefits collateral, while managing logistics, and fulfillment

Grey Direct, Glendale, CA – Amanda Gillout 05/03/04 – 06/13/04

* Produces three, dimensional direct mail campaigns for financial, and banking clients

Wong-Doody, Los Angeles, CA – Vickie Speiser, 3/26/04 – 4/27/04

Contracted to fill-in as the agency’s Production Manager for one month to continue manage existing business and ad-hoc project requests including: point of sale, publication ads, and various studio projects and manage freelance and perm studio personnel

* Managed product launch point of sale for car audio manufacturer, Alpine™
* Staffed freelance illustrator talent and managed in-house, studio workflow
* Coordinated photo shoot: including sourcing agents, stylists and negotiated, usage and talent fees for placement in various U.S. and Canadian publications
* National print ad production for LA Dodgers, MGM Studios, and Luna Bars™

Teleflora, Los Angeles, CA – Erin Kelly, 2/20/04 – 3/22/04

* Managed multiple ad, and collateral projects for upscale nationwide floral products distributor and retailer

Kaiser Permanente, Pasadena, CA – Theresa Hogue, 8/2003 – 11/2003

Contracted to identify opportunities to improve return on marketing investments and create efficiencies for direct mail sales lead generation campaigns and execution

* Co-authored a comprehensive RFP (request for proposal), service level agreement, then integrated 15 key, lead generation direct mail campaigns from three suppliers to one, improving return on marketing dollars
* Trained staff in direct mail project management and developed user friendly templates for routine tasks including: data processing instructions, schedule templates, sign-off forms and studio work orders
* Pitched in on various rush publication and communication design projects
* Co-developed studio-archiving guidelines, and traffic procedures

Avery Dennison, Brea, CA – Kevin Mon, 3/03/2003 – 7/03/2003

Contracted to manage a retail packaging project for the number one global specialty paper product manufacture to oversee packaging refresh on international and private label product lines by coordinating copy changes, art files with internal and external product line managers and suppliers