brand marketing & advertising

April 2021March 2023︎︎︎

As a Brand Marketing Coordinator at NBC News, I worked with a cross-functional team to develop and execute consumer-focused brand marketing communications for core NBC News brands, including:

NBC News NOW brand campaign

My team launched a high-impact brand campaign for NBC News NOW ︎ with the strategy of building awareness and adoption of the network as the best source of streaming news – brought to you by the journalists of NBC News, free to watch, and available to stream everywhere. 

Working with the in-house creative team, we delivered for 12 high-impact OOH placements in New York City and Los Angeles, 2 commercials that aired in the Super Bowl LVI, an off-channel digital campaign + a comprehensive branding update across key OTT partners (Amazon Fire, Samsung, Roku, Hulu, YouTube, and more). 

I played an instrumental role in planning and keeping track of campaign production, and facilitating everything that needs to happen between the media plan to the final creative:

    • briefed design team on the list of deliverables + creative specifications
    • planned production timelines
    • QC’ed and proofread assets to make sure they are to spec
    • organized a high volume of assets and deliver final files


The campaign ran in Q1 2022 where NBC News NOW saw its best quarter on record with nearly 100 million hours streamed.

original podcasts

NBCUniversal News Group is a top 5 podcast publisher in the U.S. In 2022, NBC News launched Truthers: Tiffany Dover Is Dead* and Southlake, both 6-episode limited series created by NBC News journalists.

To execute the go-to-market strategy for these podcasts, I project managed the production and delivery of promotional assets that drove audiences to subscribe and listen:

    • as a point of contact between the brand team and design team, facilitated the workflow for creating promotional graphics to be used on-air and on social
    • oversaw the versioning and delivery of artwork to be used in high-impact key art placements across Apple Podcasts, Spotify, Stitcher, NBCNews.com, etc.


Tiffany Dover Is Dead* hit #1 on the Apple Podcast chart within 24 hours of launching in April.

Southlake quickly rose to #1 on Apple Podcasts upon launching, and reached 3M downloads in 2 months.

2022 midterm elections

As a contentious midterm election cycle drummed up, my team launched a marketing plan to drive tune-in to the 2022 midterm election coverage on NBC News NOW, highlighting the robust roster of NBC News journalists that will lead the coverage on the streaming network.

The campaign consists of digital on-platform promotion with streaming partners to target viewers right where they are watching, as well as TV promos, social posts, digital display ads, and out-of-home billbaords at 30 Rock. I oversaw the development and distribution of 235+ creative graphic deliverables from start to finish over the span of 3 weeks.


NBC News is the #1 broadcast network across the board for primetime midterm election coverage, and NBC News NOW averaged its biggest audience in 2022 during its primetime coverage.

︎ tiffany.lijia.chen@gmail.com
︎ New York, NY