Carlson ChoiGlobal Chief Digital Officer
Jolibee Foods Corporation
Carlson Choi has always been at the forefront of disrupting traditional Marketing model while delivering operational efficiency through People, Process & Technology. With more than 20 years of experience in digital business and strategy, global operations management, creative leadership, product creation and marketing, media strategy and planning, retail execution and investor relations, Carlson has been involved in developing vision and strategy with unique culture, standardizing analytical based processes for operational efficiency, and driving revenue growth thru scaling an idea to revenue.
Carlson joined Jollibee Foods Corporation, the #1 global restaurant operator in Asia, in 2016 as the Chief Digital Officer overseeing the global transformation to a customer first and digital centric company. In this role, he is responsible for leading the shift to a consumer centric marketing model, the digitization of retail experience across 3,500+ global locations, and the global digital innovation pipeline across JFC’s $3B global brand portfolio.
Through his team, the company will accelerate the globalization of its major brands including Jollibee, Red Ribbon, ChowKing, SmashBurger, Burger King, Dunkin' Donuts and many more across key markets: Philippines, China, North America and Vietnam. Prior to JFC, Carlson served as the Vice President of Digital Initiatives Group & GM of Apps & Games at Mattel Inc. where he was responsible for driving scale across Mattel’s $7B global brand portfolio in Global Digital Operations, Digital Brand Marketing, Consumer Technology Platforms, Social Media and Analytics as well as the Global Gaming Business P&L.
He was instrumental in formulating & leading Mattel’s digital brand transformation to early childhood development & learning thru Mattel’s full breath of brands spanning from Fisher-Price, Barbie, Hot Wheels, Thomas & Friends, MEGA to American Girl. This included the re-imagination of classic brands through the lens of technology using mobile gaming, AR, VR and cloud based AI. Carlson also served as the Vice President of Marketing and Digital Sales at NAMCO BANDAI Games prior to Mattel.
He was responsible for the company’s business turnaround and driving all marketing operations, US digital sales P&L, western game concept creation and productization, global product strategy and planning for all of NAMCO BANDAI Games’ brands, which includes well-known franchises like PAC-MAN®, Ridge Racer® and Tekken®. He was instrumental in the partnership with Google and the first playable Google Doodle to celebrate PAC-MAN®’s 30th anniversary.
Prior to his role at Namco Bandai Games, he served as the Head of Digital at Activision Blizzard where he led the company’s global digital strategy and operation. Establishing and leveraging partnership with Google, Yahoo and Facebook, he architected and deployed a global CRM marketing platform for company’s franchises including Call of Duty, Guitar Hero, World of Warcraft, Starcraft, James Bond, Spiderman, and Tony Hawk. As an avid gamer, he led a skunk works team to create Call of Duty Elite, a subscription product which delivered competitive edge to its subscribers. Before Activision Blizzard, he held multiple business, marketing, and technical operational roles at MSC.Software.
Positions include Director of Global eMarketing and Corporate Marketing, Director of Strategic Marketing, Business unit leader for eBusiness, Creative Services, and Internet Technologies. All of which led to the public offering of MSC.Software on NASDAQ at the end of 2006. His passion in blending technology with creativity to address business issues has also lent him the opportunity to found his own startup.
As the President and Co-Founder of Interactive Chaos, he grew the company from a two-man startup operation to a 20+ people organization. Carlson is a Summa Cum Laude graduate of the University of California, Irvine with a bachelor and master’s degree in Mechanical Engineering. Granted with a full scholarship, he has also pursued a PhD at Stanford University’s school of engineering. With over 18 years of business, creative, and technology experience, Carlson Choi has successfully mastered the art of blending technology with creativity for measurable and profitable business returns.