Andrea Lim

About Andrea Lim

The next real breakthroughs in marketing, brand strategy, and creative operations won’t come from technology alone; they’ll come from the humans who can originate ideas no machine could imagine. That’s been my approach from day one. When Toyota couldn’t attract elusive young buyers who preferred imports, I helped create and launch Scion, a brand designed to be unmissable. From finding the name to shaping integrated marketing campaigns that sparked immediate cultural relevance, the work didn’t just launch a car line but shifted perceptions. Even years after the brand’s sunset, the image and attitude we built still influence Toyota’s ability to reach younger audiences. I brought that same edge to Lexus, leading high-profile cultural and experiential marketing initiatives — from the Lexus Culinary Masters program to the CFDA fashion initiative, the Intersect by Lexus experiential space, national dealer meetings, and VIP activations. At the Los Angeles Times, I directed B2B marketing and events while overseeing integrated campaigns that combined advertising, digital engagement, influencer collaborations, and live experiences. One standout was the Dirty John podcast launch — a multi-channel campaign that became a cultural phenomenon, ultimately adapted into a hit Bravo TV series. These initiatives didn’t just drive immediate audience growth; they built lasting brand equity and positioned the Times as a leader in premium storytelling. What I bring to my next company:* Strategic leadership + hands-on execution: I lead vision and direction, mobilize teams, and step in when needed to ensure flawless delivery.* Pattern recognition as strategy: Spotting shifts in consumer behavior before they’re apparent and turning them into a competitive advantage.* End-to-end marketing expertise: Go-to-market strategy, advertising, digital, influencer, and event marketing, seamlessly integrated.* AI-empowered leadership: Leveraging AI agents to accelerate research, surface insights, and streamline operations, giving teams more capacity to create, innovate, and deliver measurable results.* Cross-sector impact: Creating immediate traction in environments scaling fast, restructuring, or starting from zero.* Creative versatility: I think like a strategist, produce like an artist, and streamline like an engineer, balancing vision with precision. I’m available to help a company shift its patterns, unlock fresh opportunities, and break through plateaus. My philosophy is simple: I will make your brand, your strategy, and your impact unmissable — from the very first day.

Experience

1. (Lead Tech Prod) Strategy and Design Director

   AT&T

   Nov 2019 — Present · US

   Led creative strategic initiatives that connected product, brand, and stakeholder engagement across a range of marketing and design programs. Oversaw cross-functional planning and execution for launches, campaigns, and systems-level improvements that shaped both internal workflows and public-facing communications.Key contributions: • Developed messaging frameworks and go-to-market strategies that aligned business goals with user and community needs • Led brand positioning and storytelling across channels to support visibility, adoption, and long-term trust • Designed scalable creative and operational systems to improve delivery, alignment, and cross-team coordination • Partnered with leadership, designers, and external collaborators to ensure communications reflected diverse perspectives and community relevance • Built bridges between departments—product, marketing, public affairs—to support cohesive, mission-aligned execution

Education

• University of California, Berkeley

  Bachelor of Arts

• University of California, Berkeley

  Bachelor of Arts - BA