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Work Background
NuLife Care & Counselling ServicesBoard Director
Dec. 2024SingaporeBoard Member and Vice Chair of the Fundraising committee.
Dell TechnologiesVice President, EMEA and APJ SMB Marketing
Apr. 2023 - Nov. 2024Singapore, SingaporeRole created to set up a new SMB team, bringing together our Small Business marketing team (previously aligned to consumer) with our Medium Business marketing team, with the objective of fuelling segment growth, scale and long term business impact. Realization of segment synergies and standardization to permit scale. Complex operational reworking to align the models, spanning processes, tools, use of AI/ML modelling, paid media, reporting and programs. Role involving significant change management and cross organizational influence, collaboration and bridge building between teams that had not worked together previously or that continued to work in different teams. Doubled SB % revenue impact from FY23 to FY25 (1H) across APJ and EMEA. Transitioned SMB to consistent AI/ML modelling to improve targeting and seller intelligence - generating 3x to 8x opportunity conversion premiums.
Dell TechnologiesVice President, International Integrated Marketing
Oct. 2022 - Mar. 2023Singapore, SingaporeLed international Integrated Marketing (all regions except North America). Set-up of International Digital Demand Hub to drive consistent strategy and execution efficiencies across international regions and build functional expertise. Established international event strategy and set up FY24 Dell Technologies Forums hybrid event global framework and end-to-end execution model by country tier to optimize brand presence and customer engagement. Acceleration of Medium Business impact in focus markets through program rigor, online self-serve and channel initiatives.
Dell TechnologiesVice President Marketing, APJ
Oct. 2020 - Oct. 2022SingaporeLed a highly talented, successful, fun and collaborative marketing team of over 100 marketeers across the region during the Covid years. Team achieved best in class KPI metrics each year and delivered highly creative work. Strong stakeholder connect and influence. Led the in-region set up of a central digital team, strengthening of the integrated marketing function, introduction of enhanced seller intelligence and reporting and initiated a highly successful talent development program Aspire. Set up two Board of Advisors - one for our top CXOs and another for our Sustainability officers in our customers’ businesses. Set-up and co-leadership of the APJ APEX Steering Committee to align cross company VPs/SVPs on the launch readiness, sales structure, enablement, business operations and marketing for Dell's as-a-service offerings (APEX) in APJ. Steering Committee provided early wins until sales leadership was established.
CognizantGlobal Head of Content Strategy and Governance
Jan. 2020 - Jan. 2020SingaporePrioritization, streamlining and generation of global marketing and sales content production to improve efficiencies, quality and impact. Global leadership and modernization of tools and processes.
CognizantHead of Corporate Marketing, APAC
Jan. 2018 - Jan. 2020SingaporeFunction and operational set-up: Launched and led the corporate and integrated marketing function in APAC and the Middle East, establishing the Cognizant brand as a digital transformation leader. Campaign creation: Successfully conceptualized and executed multi-country and digital brand campaigns, achieving 81% C-level account engagement and significant increases in web traffic and marketable contacts.
Hewlett Packard EnterpriseVice President, Marketing, Asia Pacific and Japan
Jan. 2012 - Nov. 2017SingaporeDriving marketing-led profitable growth for Hewlett Packard Enterprise's Hybrid IT, Intelligent Edge, Services, Industry Vertical and SMB business across APJ. Launched Hewlett Packard Enterprise after the largest separation in the history of tech. Instilled a keen focus on accountability for business performance, achieving 400% improvement on revenue impact from marketing programs over the past 3 years. Established a digital first approach with the set up of a regional digital demand center for centralised digital planning, creative execution selection and execution. Led new SMB and industry vertical marketing models and approaches to drive new customer acquisition. Successfully launched differentiated product offerings to the market. Co-designed and implemented a previous version of HP PartnerOne channel program across the region (including partner membership structuring, compensation, specialisation training and benefits). Successfully launched Hewlett-Packard Enterprise and its strategic positioning across the region, following the separation of HP into Hewlett Packard Enterprise and HP Inc - the largest separation in the history of tech at the time. Developed a world class, collaborative, customer-centric and passionate marketing team that consistently delivers high impact customer experiences.
Hewlett Packard EnterpriseSnr Marketing Director, APJ
Mar. 2011 - Jan. 2012SingaporeManaged up to 100 marketing team members across Asia and a diverse product portfolio covering servers, storage, networking and services. Promoted after one year to take on a larger portfolio and reposition the company.
RSA The Security Division of EMCSenior Regional Marketing Director, Asia Pacific and Japan
Jan. 2008 - Jan. 2010SingaporeElevated the marketing function across APJ to one that was high-performing, accountable, motivated and fully aligned to business needs. Pioneered and developed new marketing segmentation processes, systems and SFDC dashboards to track and measure marketing ROI and business input. Drove massive improvement in marketing impact - 900% increase in incremental pipeline. Accelerated thought leadership positioning, generating over 800 articles developed per quarter, with active analyst relations and CIO engagement. Revamped the channel program across the region.
TycoRegional Marketing and Communications Director, Asia Pacific and Japan
Jan. 2004 - Jan. 2007SingaporePromoted to establish marketing function for the high-growth APJ region. Responsible for marketing the full spectrum of fire and security business focus areas, product and brand portfolios to a diverse range of customers from residential and retail to industrial and government across APJ. Launched ADT's commercial and residential monitored alarm services into China (first foreign company). Initiated and led global Voice of the Customer programs and action plans across 16 markets. Pioneered digital marketing within the organization.
TycoMarketing Director APJ
Jan. 2004 - Jan. 2007Singapore
TycoRegional Marketing Communications Director, EMEA
Jan. 2002 - Jan. 2004Brussels, BelgiumResponsible for the development of marketing communciations strategy across 19 European countries. Led EMEA rebranding project to transition 10 commercial brands to one brand (ADT) within 12 months. Managed multi-country and multi-function customer retention teams across EMEA.
Broadnet EuropeRegional Corporate Communications Director, EMEA
Jan. 2001 - Jan. 2002Brussels, BelgiumStart-up Dot.com subsiduary of Comcast Corporation that offered high-speed wireless local loop Internet solutions to business customers in 10 European countries. Responsibilities included the set up of an international corporate communications function, development and implementation of a marketing communications strategy and management of country level marketing teams (25 people).
The Cotton GroupRegional Communications Director, EMEA
Jan. 1999 - Jan. 2001BelgiumNo 2 producer of promotional clothing in Europe, selling through a distributor network in 22 countries. A member of the Board of Directors, reporting to the Managing Director, the role involved the development of marketing, corporate social responsibility, communications and branding programs to support reseller and third party sales activities in 22 countries.
Rowland Communications Worldwide, formally The Rowland CompanySenior Consultant, EMEA
Jan. 1995 - Jan. 1999Brussels, BelgiumIn-house corporate consultancy and international PR program consultancy support for Levi Strauss. European Commission communications program account management.
Communications Systems, BelgiumSenior Consultant, EMEA
Jan. 1993 - Jan. 1995
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