Asian Americans are currently the third largest minority group, with their buying power forecasted to grow 45.9 percent in 2012. How are companies capturing this growing revenue source? How can you work with Asian-American employees inside your company to tap into the market opportunities and build sustainable partnerships? Discover the latest demographic data about this important market, and join us for a frank discussion with experts as well as executives from a variety of industries as they share their best practices for capturing and growing this dynamic market."
Vivian Chen is the Director of Ethnic Marketing of the U.S. Marketing with the responsibility for developing integrated Asian consumer marketing campaigns that build long-term and profitable business for the company. Vivian joined McDonald’s in 2005 and has held positions both in the U.S. and Global Business and supported the development of Happy Meal evolution and category management. While working for McDonald’s, Vivian has received multiple awards and recognitions. These include
2007: National Marketing Team Award,
2008 Bill Lamar Marketing Excellence Award, 2009 Outstanding National Marketing Team Award, 2010 Bill Lamar Marketing Excellence Award, 2010 Marketer of the Year and the 2010
Business Achievement Award. Vivian also serves as a board member for the McDonald’s Asia Pacific and Middle East
Network — Home Office. Prior to McDonald’s, Vivian worked at Sodexo
for seven years and has a Master of Science in Hospitality and Tourism from Purdue University.
Sonya Gong Jent
Sonya Gong Jent is Vice President — Multicultural Business Development Group at State Farm Insurance Companies’ corporate headquarters in Bloomington, Ill. Her career with State Farm began as an auto claim representative before progressing through the managerial positions of Claims then crossing disciplines as the Regional Public Affairs Manager for the states of Alabama & Mississippi, which followed two moves to State Farm’s Corporate Offices where she continued to climb and manage multiple functions before being named Vice President in 2006. As the VP-Operations in the Southern Zone,
which consisted of South Carolina, Georgia, Alabama & Mississippi, Sonya was responsible for Human Resources, Learning and Development, Marketing, Public Affairs and the Developmental Agency field offices. She was named to her current post in January, 2008 and
is the Executive Sponsor of the AsianEmployee Resource Group — AsiaNet.
Thomas Tseng is Principal and Co-Founder of New American Dimensions, a market research and consulting agency based in Los Angeles. Along with his partners, Mr. Tseng started New American Dimensions in 2003, which targets Fortune 500 companies seeking to understand the market opportunities of diverse consumer groups and develops strategies for reaching emerging multicultural populations. Today, New American Dimensions serves clients as diverse as PepsiCo, State Farm, Disney, Wells Fargo, the Pew Charitable Trusts, among others. Prior to launching New American Dimensions, Thomas was Director of Marketing for Cultural Access Group. He spearheaded influential research projects illuminating the growth opportunities of U.S. ethnic consumers—including the Coca-Cola Retailing Research Council’s “Grow With America: Best Practices in Ethnic Marketing and Merchandising” and the Food Marketing Institute’s “Hispanic Grocery Shopper” series. Previously, he was a Research Fellow at the Davenport Institute for Public Policy at Pepperdine University, where he was the lead investigator and author of “Rewarding Ambition: Latinos, Housing, and the Future of California” (2002) and “Growing Urban Villages: Cultivating A New Paradigm For Growth and
Development in California” (2006). Thomas is President of the Board for Zócalo Public Square—a non-profit lecture series based in Los Angeles. He also serves on the National Advisory Board for the First American Corporation, the Applied Research Center, and is a 2006–2007 Senior Fellow at UCLA’s School of Public Affairs. A native Angeleno, Mr. Tseng studied Economics and Social Ecology at the
University of California, Irvine and received his Master of Arts at UCLA’s School of Public Affairs.
Vivian Chen, Director of Ethnic Marketing at McDonald's, talks about the complexity of marketing to a culture as diverse as the Asian community. While multinational and disparate, Chen argues that there's a universality that transcends ethnic identity.