Tina Chang Lam

Program Manager, Brand Experience @Mazda North American Operations

Lead integrated campaigns for vehicle launches, cause marketing, and media / influencer drive programs. • Manage experiential marketing programs and partnerships in support of new product launch and sustain efforts (ie. Life Time Grand Prix, Ski Resort Tour). • Led a cross-functional team of 70+ SMEs across marketing, legal, and finance to develop and execute Mazda Heroes, an omni-channel campaign to showcase Mazda\'s brand values by highlighting select heroes\' impactful work done in the community during the COVID pandemic. Program resulted in awarding 50 honorees with a 100th anniversary MX-5 and surpassed PR and social metrics from recent product launch and brand campaigns. • Led the reveal of Mazda\'s all-new vehicle, the CX-50. Due to COVID-19, managed the pivot of a 100-person live event to the brand\'s first virtual vehicle launch in six weeks resulting in an expanded audience of in virtual attendance and 382M estimated impressions. • Led the development of a long-term experiential strategy and playbook to align with Mazda\'s marketing goals & objectives.