Peter Shu

Global Digital Marketing Director

2022 – Present

Global Digital Marketing Manager

2021 – 2022

Global Marketing team’s digital lead reporting directly to Global VP of Marketing, overseeing omnichannel and multi-regional strategy and digital media produc- tion. Identifies brand needs, creates stories and produces media to support business drivers, including hero marketing communications. Owns content production with cross-functional teams for all types of content, including social, live, broadcast, and long-form. Manages creatives, budgeting, logistics, aligns with GTM, and sources and manages athlete-based talent to bring digital content ideas to life in a brand-right, revenue-driving manner. Coordinates digital aspects of partnerships with endemic organizations like World Surf League, Stab Maga- zine, Surfline, and more. Analyzes digital media performance, optimizes accord- ingly, and reports analysis to management and Boardriders‘ Executive Leadership Team.

Global Digital Marketing Specialist

2020 – 2021

Supported former Global digital lead in social media content strategy, media production management, athlete relations, media asset creation, post-produc- tion, storytelling, creative ideation, copywriting and delivery. Ran day-to-day organic and paid social media for @billabong and @billabong_usa, while assisting with ancillary regional accounts.

Director, Media & Marketing

2017 – 2018

Department creator, developed comprehensive Content Marketing strategy including department structure + process, taking projects from ideation to execution with in-house and free-lance resources. Tasks included: Campaign conception, Project Management + Logistics, Budgeting, supervised and assisted with Video, Photo, + Graphic Design production, Social Media strategy + manage- ment, Website design (UI/UX) + management, Email marketing, Print/Digital/Re- tail Advertising, Team + Collabs/Partners, Events + Promotions. Wearing many hats, also managed Product Development, Business Development. Highlights include: partnership with World Surf League/Kelly Slater Wave Company, collab- orations with Channel Islands Surfboards + Lost Surfboards, development of Triton Skateboards sub-brand, merchandised product lines, continued 3 of 4 years on INC 5000's list of fastest growing private companies ('15-'17), built Team (Flow and Influencers), multiplied Social Media presence (7x growth, 10% Com- ments:Likes engagement), development of WaveBank and DriveWaves terrain and activations, helped to expand brand to global presence (50+ countries).

Manager, Marketing & Operations

2016 – 2017

Interdepartmental pocketknife, a healthy share of above listed Director tasks with heavy focus on: infrastructure development and organization, Events + Promo- tions, and Product Development; while continuing to carry Operations tasks including: Inventory management system research + implementation (Fishbowl), CRM research + implementation (Salesforce), Project Management systematizing (Trello + Google Drive), Human Resources (hiring/firing process, Payroll, Compli- ance, administration), Tradeshow execution, Website development + manage- ment, Inventory/Purchasing management, Vendor management, Customer collections, Executive assistant.

Operations Specialist

2015 – 2016

Assisted with and streamlined day-to-day operations, supporting the Senior Director, Operations. Tasks included: factory and Operations optimization, Accounting, Payroll, Human Resources, Office manager + Facilities coordinator duties, Inventory management, Executive assistant.

Analyst

2014 – 2014

Analyst at leading investment bank and management consulting firm to the wealth and investment management industries directly supporting two principals on client projects. Developed the firm’s Continuity Planning management service, process, materials, marketing under the supervision of a principal and the CEO. Produced and directed marketing for semi-annual conference The Deals and Deal Makers Summit.

Assistant / Department Coordinator

2011 – 2014

Department Coordinator and personal assistant to Business Development department head. Performs and masters responsibilities including department communications, heavy scheduling, prioritization, official correspondence, and anticipation of needs. Common projects include: arming boss with company profiles and marketplace intelligence, building creative and strategic proposals for RFPs, along with presentation decks. Mastered ‘punting,’ the art of figuring it out and thinking on your feet while executing crucial tasks.

Campus Marketing Manager

2013 – 2013

Produced from concept to execution all marketing campaigns at NYU’s campus. Conducted hiring and training process of Brand Ambassadors who were central to the campaign’s success. Hit campaign activation goals and achieved bonuses for all representatives on team. Learned to problem solve in real time as the manager of a full event marketing operation on NYU’s extremely tricky “campusless” campus. User acquisition on campus skyrocketed from 100’s to 1,000’s of students, hitting the goal of 20% target market penetration.

B.A.

2009 – 2013

B.A.

High School Diploma

2006 – 2009

High School Diploma