Brand & Marketing Leader
Betty
Su
Transformative marketing executive with 20+ years building brands, driving growth, and leading teams across mission-driven and commercial organizations.
View Selected Work →
Transformative marketing executive with 20+ years building brands, driving growth, and leading teams across mission-driven and commercial organizations.
View Selected Work →
Executive with 20+ years of experience in brand strategy, growth marketing, and organizational change — across CPG, education, government, and conservation.
I specialize in embedding differentiated brand positioning and building the marketing engines that deliver results. Known for empathetic leadership and a bias toward execution, I build high-performing teams and align marketing with mission to drive both business and social impact.
Currently advising mission-driven organizations on brand strategy, B2B marketing, and market research. Active executive committee member of Statistics Without Borders, a global 5,000+ volunteer network.
From purpose to personality to positioning — building the frameworks that guide every brand decision and create meaningful differentiation in crowded markets.
Translating complex organizational missions into compelling narratives that resonate with audiences and drive action across every channel.
Integrated campaigns that connect brand to business outcomes — with proven results across B2B and B2C audiences at scale.
Building the research and segmentation foundations that make marketing smarter — from first-ever global studies to data-driven audience engagement.
Developing high-performing marketing teams through periods of significant organizational change — with a focus on empathetic leadership and cross-functional collaboration.
Deep experience across nonprofits, government, and purpose-led brands — understanding the unique dynamics of marketing when the mission matters as much as the market.
As CMO, built and led the global marketing team overseeing brand, communications, product marketing, and creative services. Developed a corporate brand strategy for both GMAC and GMAT — positioning the organization as an industry leader with a category-breaking visual identity.
Launched "Calling All Optimists" campaign, increasing positive MBA perception 24%
As Executive Director, Brand Marketing, led development of the unified "Priority You" campaign — reminding the public that USPS delivers to every household in America, a claim no other carrier can make. The campaign mobilized a workforce of thousands and drove measurable revenue growth.
$1.56B in revenue generated + YOY ROAS improvement across all channels
Broadened brand awareness with younger audiences through a strategic partnership with the Spider-Man franchise — telling the story of USPS as a reliable everyday hero across TV, digital, print, OOH, and augmented reality.
Multi-channel integrated campaign reaching new generational audience
Conducted the first-ever global consumer segmentation study advancing understanding of candidate motivations for pursuing graduate management education — used to establish GMAC's authoritative thought leadership voice with industry and media.
First-ever global segmentation study across 7 distinct candidate profiles
As Chief Marketing & Communication Officer, led all marketing and communications functions including the award-winning Audubon Magazine and a Grammy-winning partnership with The Birdsong Project. Spearheaded the rollout of the new strategic plan across a dispersed 60-person national team.
$30M in membership revenue with YOY growth
Created a comprehensive B2B marketing plan — updated sales enablement tools, advertising support for mail and shipping products, and bespoke pilot programs for top customers integrating physical mail with digital technology.
+17.9% YOY revenue among top mail customersDecade-long progression through brand management on a $2.4B global platform. Led the Dentyne turnaround with the "Practice Safe Breath" campaign, drove Stride to the fastest distribution build in gum category history, and launched a celebrity partnership with LeBron James for Bubblicious.
Three-role progression through Time Inc. spanning digital launch, agency marketing, and direct-to-consumer product management. Shared responsibility for the launch of InStyle.com, managed agency relationships delivering 900,000 combined net subscriptions annually for Entertainment Weekly and Teen People, and held full P&L responsibility for the $1MM Time Almanac product line.
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