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Work Background
SymphonyAIRegional Head of Marketing - APAC
Aug. 2023SingaporeSymphonyAI is building the leading enterprise AI SaaS company for digital transformation across the most critical and resilient growth verticals, including retail, consumer packaged goods, finance, manufacturing, media, and IT/enterprise service management. SymphonyAI verticals have many leading enterprises as clients. Since its founding in 2017, SymphonyAI has grown rapidly to 3,000 talented leaders, data scientists, and other professionals. SymphonyAI is an SAIGroup company, backed by a $1 billion commitment from Dr. Romesh Wadhwani, a successful entrepreneur and philanthropist. SymphonyAI provides AI-focused SaaS solutions developed from the ground up for fighting financial crime. An end-to-end offering compiled from more than 20 years' of knowledge in tackling money laundering and fraud, our award-winning product ecosystem comprises an innovative and modern approach to financial crime investigation using world-leading predictive and gen AI. From KYC/CDD and transaction monitoring through to payments fraud, entity resolution, and sanctions, PEP, and adverse media screening, SymphonyAI is a trusted name in finance technology with more than a third of the world's top 100 banks enjoying the power, efficiency, effectiveness and productivity that our solutions provide.
CallsignRegional Head of Marketing - APAC
Mar. 2022 - Aug. 2023Singapore• Pioneered the establishment of the marketing function from the ground up as the company's first APAC marketing hire; launched a comprehensive go-to-market strategy for a new region that generated 5 net new prospects within six months
• Owned the APAC demand generation activities, including activities such as content syndication, roundtable events, conferences with the objective of pipeline generation
• Developed ABM strategies including identifying key target accounts and delivering programs to engage decision makers and influencers in the buying group
• Coordinated C-level roundtable events with 10 key target accounts, focused on sharing industry best practices and discussing emerging trends • Collaborated globally on a lead nurturing program to drive leads down the sales funnel and increase conversion rates
Digital RealtySenior Manager, Marketing - APAC
Mar. 2020 - Mar. 2022Singapore• Spearheaded the overhaul of the demand generation strategy in APAC by introducing new digital channels, implementing marketing automation, and leveraging social media, resulting in a lead increase of 200%, 101% increase in website visits, 23% increase in engagement YOY
• Planned, developed and executed regional lead generation and demand generation integrated marketing campaigns with a multi-touch approach incorporating e-mail, direct marketing, social, digital, content syndication, webinars, conferences, and roundtables for the full customer journey
• Identified and segmented the target audience according to vertical (BFSI, Telco, Government, Cloud Service Providers) and different personas within the buying committee and developed specific campaigns according to segmentation
• Drove high-touch initiatives for CxOs to increase brand affinity and drive thought leadership via content, executive roundtables, and personalised outreach
• Led development of programmatic campaigns and prospecting for influencers in the buying group, building quality pipeline and developed nurture programs to move them through the sales cycle • Developed APAC content partnering with industry leaders and analysts 2020 Outstanding Team Member Awardee
BAE Systems Digital IntelligenceMarketing Lead - APAC
Oct. 2016 - Mar. 2020Singapore• Led and managed the execution of regional integrated marketing plans consisting of both offline and digital media with a multi-touch approach to nurture high-value leads in the target account list to drive sales pipeline
• Collaborated with the JAPAC Managing Director, regional sales teams, and global marketing team to align goals and resources to drive incremental pipeline and opportunities for the region
• Strategised, planned, managed and executed BAE Systems' corporate events which includes conferences, roundtables, C-level engagements, webinars, and tradeshows
• Recommended and driven an integrated event strategy for each event from pre-event to post-event, providing publicity and engagement via social media platforms
• Executed lead generation and demand generation campaigns on digital platforms for the region to drive sales pipeline, as well as developed and published localised content on social media with the goal of positioning BAE Systems as the industry thought leader
• Facilitated the development of a comprehensive, profile-based target database for the region, and maintained the target account list to ensure accuracy when segmenting for specific campaigns Trailblazer Award 2019 Recipient
Trailblazer Award 2018 Recipient
Pioneer Award 2017 Recipient
ASUSProduct Marketing Executive
Mar. 2013 - Sep. 2016Singapore• Responsible for planning and executing 360° marketing launch and branding campaigns, including PR, both above the line and below the line marketing activities for the product portfolio to support the go-to-market strategy, resulting to ASUS ranking #3 in the Singapore smartphone market share as of Q4 2015
• Strategised, conceptualised and developed content for external marketing communication assets such as marketing collaterals, eDMs, sales kits, website, e-commerce store, social media content to strengthen brand positioning and highlight the value proposition of various product lines
• Generated a pre-order sales database of more than 8,000 individuals that resulted into a 68% conversion rate for purchases
• Conducted locally initiated and localised regional product and branding social media campaigns that achieved an increase of organic reach and engagement of 125%
• Planned, and managed a 500-guest media launch event for a mobile product, the first event of this scale in ASUS Singapore, with C-Level executives from ASUS headquarters, medias, partners, tech influencers, and end users
Modern GasAssistant Marketing Manager
Jan. 2008 - Jul. 2010Philippines• Strategically planned, developed and executed comprehensive marketing campaigns, corporate branding initiatives and retail store channel push activities for the company’s product lines including implementing marketing promotions that increased sales revenues by 10% monthly
• Tracked, monitored, analyzed and evaluated marketing and sales activities and ROIs and provided recommendations for future campaigns
• Forerunner of the company's digital marketing campaign, incorporating digital strategy and social media, increasing the company's online presence and driving 20% new sales leads monthly
DHLDirect Marketing and Promotions Executive
Jul. 2006 - Dec. 2007Philippines• Strategically planned, developed, executed and monitored direct marketing promotions, and retail store channel push activities for the company’s products and services
• Spearheaded revenue generating marketing campaigns which accomplished an 85% ROI on campaigns for account holders
• Developed marketing campaigns for the retail store channel resulting to a 7% YOY increase in sales
• Managed CRM retention programs accomplishing a 70% ROI for non-account holders
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