Thais Tsui

- Product Marketing accountability across broad portfolio of Men's and Women's Club offerings, including Hospitality, Merchandise, Memberships, Stadium Tours and CFCW ticketing - Responsibility for driving global fanbase (acquisition, engagement and retention) and overall fan lifetime value through CRM, Paid Media, Ad Operations and digital product marketing - Key contributor to Partnership Marketing and content strategies, including owned and operated channels

Team lead accountable for strategic development, implementation and performance across key areas of the business, including the following: - Loyalty, CRM and Customer Lifetime Value (CLTV) - Consumer Journey CX (UX / UI) - Full-funnel Brand and Performance Media - Consumer and Market Insights - DTC eCom product development planning, strategy and marketing - Digital marketing — Wholesale partners - Omnichannel strategy, growth and product roadmap development

- Led all marketing, customer digital innovation, and third-party partnerships - Planned and executed digital product roadmaps across 14 markets - Drove planning, creative development and delivery for promotional campaigns - Grew product categories +20% YoY - Oversaw launch and promotions of Starbucks X designer merchandise collaboration series - Drove cross-functional development of Delivery model across 5 markets, driving additional +5% of comp growth - Partnered with leading super apps (WeChat, Alipay, LINE, Kakao) to launch third-party digital payments and promotions, driving +18% sales growth

- Achieved over 17 million Starbucks Rewards loyalty program members across the region, driving +20% YoY member growth - Generated over US$1BN in stored value card loads - Partnered with key market to launch AI marketing tools, driving +8% sales - Collaborated with Starbucks Coffee Korea and Samsung to debut as the first F&B coffee retailer to launch Voice Assistant Ordering via Bixby - Collaborated with markets to launched Starbucks eGift product, increasing sales by +10% - Launched Mobile Order and Pay feature, bringing order-ahead mobile orders to over 20% of total transactions - Implemented personalized marketing and CRM strategy across region - Collaborated with senior leaders to manage Cybersecurity internal and external communications, fraud prevention and response protocols

- Owned market research initiatives across 10 markets - Led social media strategy and partnerships; brokered regional Facebook advertising partnership across eight countries - Launched Starbucks Mobile App digital payment and rewards program across 12 markets

- Collaborated with Public Affairs and Product Marketing teams to drive awareness of new product launches - Led cross-functional teams (Operations, Supply Chain, Marketing, Legal, Technology) to plan and successfully execute global corporate re-brand across 12 markets

- Led cross-functional teams to develop and launch new products and promotions - Contributed to new market opening strategy and execution

- Partnered with Starbucks International to develop, implement and monitor success of 18-month product and marketing calendar - Contributed to Global Social Responsibility programs and awareness, implementing global initiatives across 10 markets

- Led marketing and communications for Economist Intelligence Unit (EIU) Corporate Network division - Coordinated partner marketing for sponsorship business development, events and account management - Led PR and wrote accompanying materials for leading white paper publications - Developed editorial content for EIU publications - Managed digital marketing content - Managed third-party partner activities and events

- Led global marketing strategy and brand implementation across North America, Latin America, EMEA and Asia Pacific for software group acquired by Dassault Systèmes - Developed global content and sales materials to promote new product releases, software updates and license renewals - Managed Investor Relations filings, press releases and analyst events - Managed production and content development for global conferences

- Managed Customer Lifecycle data management - Developed Fintech product marketing materials for B2B customer acquisitions, engagement and retention - Developed PR materials and managed events