Sunshine is a high-energy, innovative, award-winning marketer with 15 years of B2C and B2B integrated marketing experience leading innovative campaigns across brand advertising, customer acquisition, lead generation, customer marketing, product launches, partnerships, and digital marketing strategy and execution in financial services, insurance, and software industries. Creative and innovative thinker with proven success in driving innovation at startups to Fortune 100 companies. Core to her marketing approach is an obsession with digital, particularly social media and mobile. She has the proven ability to develop and execute digital marketing strategies (SEM, email, display advertising, digital content, marketing automation, mobile, social media) to acquire and engage with consumers. Notable achievements include launching the MetLife Infinity App, Hong Kong’s most popular insurance app, creating the most engaged and one of the largest social media communities among Hong Kong insurers, and creatively integrating new media and digital across all interactive brand campaigns such as Dream for My Child, Light Up Your Dreams, and Pursue More From Life. Sunshine has been recognized by Campaign Asia as ’40 Under 40’ marketers in Asia to watch, and 10+ industry awards for innovation, digital marketing, and mobile marketing excellence. Beyond marketing, Sunshine is an active contributor to the business direction of the company by building from the ground up its online sales channel and advising on new product development. Core competencies include: • Integrated marketing strategy and planning • Digital acquisition and e-commerce • Online Lead generation and partnerships • SEM and display advertising • Social media and mobile marketing • New product launches • PR and media relations • Cross-functional project leadership

Vice President, Head of Marketing @ From 2014 to Present (1 year) Hong KongVice President, Head of Digital & E-Business @ • Build MetLife’s digital capabilities and E-Business unit from the ground up including successful launch of the only life insurance e-commerce platform in Hong Kong, exceeding sales and lead target goals. • Recruit high-performing team, manage P&L, budgeting, sales and marketing plans. • Drive the development, value proposition, pricing, branding, launch and digital promotion strategy of online-only products; Launch 3 life and accident online insurance products. • Pursue and close new online strategic partnerships to generate leads/sales and build brand awareness. • Develop and launch multichannel (social, mobile, search, display, website), integrated digital acquisition strategy with product-specific ads and landing pages to deliver high quality prospects and accelerate online sales; Optimize strategy with A/B and multivariate testing. • Develop go-to-market launch strategy for new MetLife Mobile App. • Launch new website and e-commerce platform to improve user-experience, deliver intuitive prospect and customer journeys, and simplify online quote and purchase process. From 2013 to 2014 (1 year) Hong KongSenior Manager, Digital Marketing, Corporate Platinum Card @ • Led 10-member team to create Platinum Card go-to-market digital strategy including development and launch of Platinum website (www.americanexpress.com/corporateplatinumcard). • Developed online acquisition and upgrade strategies, driving 25% growth in new Platinum Card members and increasing charge volume by 17%. • Developed SEO strategy, improved site ranking results, significantly increasing organic traffic by 30%. • Implemented SEM, display advertising, email marketing strategies, and marketing automation customer lifecycle campaigns; Increased website traffic by 4X. • Built a robust user-generated digital content strategy, launched polls, surveys, ratings and reviews, social sharing tools to deepen online engagement with over 75% of visitors engaging with content. • Identified and negotiated online advertising partnerships and promotions with premium publishers and benefit partners to strengthen value proposition. • Launched new Platinum Card benefits, creating online product and benefit messaging and positioning. • Implemented website analytics and reporting to interpret user behavior and optimize marketing campaigns. From August 2011 to August 2013 (2 years 1 month) Marketing Director @ • Led 2-member team and managed digital marketing strategy, lead generation, marketing budget, and strategic partnership development for SolidWorks CAD software in Australia and New Zealand. • Set strategic direction and led multi-channel customer acquisition and customer retention campaigns across targeted industries, market segments, and products. • Identified and negotiated marketing partnerships with local partners to increase brand awareness and generate 15% growth in leads. • Accelerated lead generation with industry-customized online and email marketing campaigns, producing 20% sales in underpenetrated markets and fueling 45% growth in prospect base. • Formulated differentiation strategy, developed new brand messaging, and implemented marketing plan. From 2009 to 2011 (2 years) Sydney, AustraliaMarketing Director, International Business Development @ • Led 3-member team and directed marketing strategy, demand generation, customer acquisition and cross-sell program execution, driving $20M+ new international business. • Created direct marketing events and seminars for B2B prospects in China, driving business expansion in Asia. • Presented and pitched international capabilities in Asia, resulting in 15% increase in new customers. • Developed and managed integrated, multi-channel lead generation campaigns including email, webinars, online ads, webcasts and events to promote firm’s global capabilities and increase leads by 60%. From 2007 to 2009 (2 years) Greater New York City AreaManager, International Strategy & Product Development @ • Identified target prospects, initiated new sales opportunities, presented sales pitches, developed client relationships, negotiated and closed $12M of new business with Fortune 500 companies including Microsoft, Samsung, Nintendo, Dell and other high-tech customers. • Created and pitched new global service business case (market analysis, value proposition, strategic fit, financial modeling) to CEO. • Led 8-member team to launch global service in US and Europe. • Streamlined new product development and launch process, coordinating its implementation across all vertical markets and regions. From 2005 to 2007 (2 years) Greater New York City AreaManager, New Market Development, International Business @ • Led 6-member strategic task force to analyze client base, services, market trends, research, formulate business case, and recommend business growth opportunities to management. • Produced in-depth feasibility study for developing a new savings product in Mexico. From June 2004 to August 2005 (1 year 3 months) Mexico City Area, MexicoAssociate Brand Manager, Desserts Division @ • Analyzed $40M baking chocolate market to determine product development opportunities, recommending 5 innovative product concepts approved by CEO. • Evaluated $400M market opportunity and proposed entry strategy to senior management. From May 2003 to September 2003 (5 months) Greater New York City AreaMarketing Consultant, Institutional Business @ • Developed field marketing plans, execute direct marketing programs, sales events, and conferences for 9 regional sales offices which generated $15M in sales. From 1999 to 2002 (3 years) Greater New York City Area

MBA, Emphases in Marketing and Corporate Strategy @ University of Michigan - Stephen M. Ross School of BusinessProfessional Certificate, Digital Media Marketing @ New York University From 2010 to 2011 IESE Business SchoolBachelor of Science, Marketing @ Rutgers University-New Brunswick Sunshine Farzan is skilled in: Digital Marketing, Strategic Partnerships, Direct Marketing, Lead Generation, Strategy, Segmentation, Marketing Strategy, Cross-functional Team Leadership, Multi-channel Marketing, Online Advertising, SEM, Digital Strategy, New Business Development, Marketing, Business Development