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Work Background
PortcitiesSr Director, Head of Sales & Marketing
Jan. 2024SingaporePortcities is the #1 IT consulting in Odoo Solutions. We help companies optimize their business operations and facilitate informed decision-making, by delivering tailored, cost-effective and scalable integrated ERP solutions that drives efficiency and revenue growth for our clients. In my role, I'm leading and executing a comprehensive sales and marketing strategy to meet ambitious growth targets across Asia-Pacific, Europe and Americas with branches located in Japan, Vietnam, Malaysia, Indonesia, Singapore, Australia, France, UK, and Mexico. My key responsibilities include developing and implementing strategies, leading and developing a high-performing team, actively engaging in sales efforts, overseeing multi-channel marketing initiatives, refining processes for scalability, collaborating with executives for strategic alignment, and identifying new market opportunities for global expansion.
SalesforceSenior Manager Sales Programs - APAC
Feb. 2022 - Nov. 2023SingaporeSpearheaded a team designing revenue-producing sales campaigns and ABM programs, contributing 20% of pipeline generation and 15% average contract value of quarterly sales targets in Asia-Pacifc markets.
▪ Acting as a Performance Consultant, deployed innovative go-to-market strategies, analysed sales performance and health of the business to create programs addressing pipeline gaps and productivity gaps. ▪ Partnering with executive sales leaders, sales teams, and front-line sales managers to generate a high-quality pipeline, accelerate pipeline progression, and maximise ACV across all industries/customer segments.
▪ Led the execution of Product/Industry Sales Plays with a cross-functional group of teams to deploy the global business strategy to the field and drive a seamless integrated go-to-market approach.
▪ Crafted and deployed a bespoke sales enablement program for Salesforce, Mulesoft and Tableau teams to build persuasive narratives for cross-sell/upsell opportunities, resulting in accelerated sales opportunities closure.
SalesforceManager Strategic Programs - APAC
Feb. 2021 - Feb. 2022SingaporeDeveloped the strategic planning, execution, and enhancement of high-impact initiatives with cross-functional leaders to scale business in critical domains and attain sales objectives in Asia-Pacific markets.
▪ Collaborating with cross-functional executive leadership to build a robust governance framework by defining business strategies, identifying executive sponsors, and success metrics to attain sales objectives.
▪ Piloted the implementation of cutting-edge tools and innovative employee engagement programs resulting in a remarkable fourfold acceleration in lead conversion and a 68% reduction in sales cycles.
▪ Spearheaded the FY26 Vision roadmap sponsored by the GM from goal establishment, monitoring progress, and rigorous measurements of performance outcomes leveraging Asana project management tool.
▪ Assumed end-to-end PMO ownership for strategic initiatives, measured, and reported on all sales-related metrics and KPIs, facilitating ongoing Quarterly Business Reviews and other pivotal business forums.
SalesforceLead Sales Business Consulting - APAC
Dec. 2019 - Feb. 2021SingaporeEngaged in sales pursuits of strategic customers by collaboratively developing value assessments resulting in a robust $7M pipeline covering all of Salesforce solutions in Asia-Pacific markets.
▪Led the design thinking, business consulting, and technology practice to empower sales teams in identifying, prioritising, and quantifying key business drivers that align solutions with customer's desired outcomes.
▪Created compelling executive-level transformation and expansion of endeavours, financial business cases, and presentations to support customer buying decisions, accelerating deals win rate by 75% on average. ▪Engaged with cross-functional CXO customers to strategically co-create, scope and devise innovative solutions while identifying essential organisational changes required to realise solution-derived benefits successfully. ▪Conceived and executed a customer-centric sales methodology, enriched by Value Management principles and tools across Asia, which was subsequently incorporated into our global sales onboarding process.
HSBCGlobal Senior Manager Digital Marketing
Nov. 2018 - Oct. 2019Hong Kong SARWith a team of three, managed the customer acquisition of the Global Digital Wealth Management team covering 13 countries and working cross-functionally with local marketing leaders across Asia, Europe and USA.
▪ Elevated the end-to-end online customer journeys encompassing the process of opening banking accounts, adopting wealth solutions, utilising tools, and purchasing general and life insurance.
▪ Drove innovative strategies for the international services website providing customers with a centralised digital hub for the bank’s global products and services.
▪ Identified new business opportunities by delivering personalised and engaging customer experiences across digital channels, building brand engagement and loyalty.
▪ Enhanced conversion rates on digital wealth platforms and advised on product development by conducting in-depth behavioural analysis through comprehensive performance analytics leveraging Adobe Analytics.
Macleay CollegeDigital Marketing & Strategy Lecturer, Business Faculty
Jan. 2017 - Dec. 2017Sydney, New South Wales, AustraliaDeveloping and facilitating the full course materials in Digital Marketing Strategy.
▪ Designed and delivered lectures for Bachelor of Business students on Digital Marketing Strategy.
▪ Advised the Teaching & Learning Committee on the curriculum for the Bachelor of Marketing and Media and the Diploma of Digital & Social Media Marketing.
▪ Guided the students through blended learning and project-based assessments.
Adomik Business Development Consultant - JAPAC
Aug. 2016 - Oct. 2019Sydney, New South Wales, AustraliaDeveloped new business opportunities and building advocacy amongst publishers and media owners in JAPAC for Adomik, a leading programmatic yield management platform, headquartered in France.
▪ Worked with major publishers such as mi9 and Fairfax to help identify sales opportunities and generate revenue uplift using analytics, insights and pricing strategies.
▪ Developed sales opportunities with 15 new publishers and media providers in Australia, New Zealand and Japan.
▪ Built relationships with strategic technology partners on the market such as AppNexus, Google AdX, Pubmatic and Rubicon.
General Assembly AustraliaDigital Marketing Instructor
Mar. 2016 - Aug. 2016Sydney, New South Wales, AustraliaDelivered a 10-week course teaching students how to use the most relevant tools, frameworks, and best practices to promote a brand, drive sales leads, and increase customer engagement.
Outcome for students:
▪ Gain proficiency in social advertising and use Google Analytics, Google AdWords, and Excel to find meaning in user behaviour.
▪ Develop and plan a campaign driven by data and paid-search strategies — and measured by key performance indicators.
▪ Become a driver of their company's bottom line by using cutting-edge techniques and platforms to market products and acquire users.
eBay AustraliaProgrammatic Advertising Consultant, eBay Advertising
Feb. 2016 - Jul. 2016Sydney, New South Wales, AustraliaDeveloping and implementing a successful product strategy for eBay’s premium programmatic advertising offering in Australia.
▪ Drove high-yielding programmatic revenues by working hand in hand with the sales team in line with a “one voice” sales approach to our advertiser partners. ▪ Advised on the execution and optimisation of the programmatic strategy, building senior relationships with agency trading desks/DSPs in market and be eBay’s expert on programmatic trading.
▪ Implemented best practice processes with sales and operations teams to plan, execute and deliver success across all campaigns.
▪ Developed new business opportunities with agency trading desks and demand-side platforms, monitored their performance on the market, provided insights and strategic recommendations.
▪ Built partnerships with technology providers (supply-side platforms) to benchmark the demand on the market and identify more revenue stream opportunities.
▪ Advised on the team structure, trained the sales team and up-skilled the trading desk manager.
T-Shape ConsultingFounder & Director Consulting - JAPAC
Oct. 2015 - Dec. 2019Hong Kong SARConducted a business consulting practice in data strategy management, digital technologies, and business transformation to assist organisations in enhancing their customer experience and fostering growth in JAPAC region.
▪ Managed executive-level engagements, conducted training sessions, and advised on technology solutions to optimise revenue and elevate customer experience for Pernod Ricard, Moet Hennessy, and JCDecaux.
▪ Developed go-to-market strategies for media owners, such as eBay Advertising and South China Morning Post, enabling them to monetise first-party data, enhance business performance, and drive growth in their revenue.
▪ Generated new business prospects and revenue streams on behalf of Adomik, a leading programmatic yield management platform, by establishing strategic commercial partnerships with trading desks, ad servers, supply-side platforms, and header bidding vendors in Japan, Hong Kong, Singapore, Australia and New Zealand.
RadiumOneMarketing Director APAC
Feb. 2015 - Oct. 2015Sydney, AustraliaRadiumOne (now Unruly), a ComScore top 5 ranked global ad network at the time, is a marketing company that provides online display, mobile, video, and social advertising services through programmatic marketing campaigns. I have successfully developed and implemented impactful strategies across Australia, New Zealand, and Singapore, driving significant growth for businesses.
▪ Targeted Go-to-Market Strategy:
I am adept at designing go-to-market strategies and creating compelling sales collateral tailored to specific target audiences. Through strategic lead generation programs and regional market competitive intelligence, I have achieved remarkable commercial objectives, contributing to the growth of both new and existing customers.
▪ Integrated Marketing Campaigns:
Revamping marketing positioning, I have led highly successful integrated marketing campaigns that span content marketing, advertising, communications, and events. My expertise in developing trade marketing campaigns, communications plans, and engaging case studies has played a key role in driving business success.
▪ Award-Winning Innovations:
One of my proudest achievements includes winning the prestigious mUmBRELLA MSIX "Best Use of Neuroscience" Award. This recognition was earned for a self-published whitepaper that established a compelling relationship between social sharing and purchase behavior.
DDB Group AustraliaStrategy Director Programmatic Advertising
Sep. 2014 - Feb. 2015Sydney, AustraliaProviding strategic advisory and managing the creative service offering for programmatic advertising media in order to grow key accounts.
▪ Built strong client relationships and identified new business development to support the leadership team opportunities for key accounts in Automotive, Banking, Education, F&B, and Retail.
▪ Implemented dynamic creative optimisation and programmatic creative execution campaigns by partnering with client services to the development of innovative digital strategies.
▪ Developed strategic partnerships with media agencies, data, and technology vendors and
led commercial negotiations with publishers, Ad serving, and other third-party technology providers.
▪ Created and deployed operational processes and up-skilled the account management teams in delivering data-driven campaigns at scale.
DDB Group AustraliaSenior Account Director Programmatic Advertising
May. 2013 - Sep. 2014Sydney, Australia▪ Launched the first-in-market hybrid trading desk in partnership with OMD media team and won Silver ADMA Awards and Silver Effie Awards for delivering outstanding ROMI Performance.
▪ Scoped, migrated and deployed Flashtalking, a dynamic creative optimisation platform, which required new operational processes to automate real-time personalisation messages.
▪ Launched over 800 dynamic creative campaigns (AU $16M+) and grew a team of five direct reports to provide reporting, insights, and recommendations on the creative messaging and testing plan.
▪ Developed strategic partnerships and led commercial negotiations with third-party vendors.
RazorfishDigital Senior Account Manager
Nov. 2010 - Feb. 2013Sydney, Australia▪ Led the digital strategy and creative execution for Samsung’s across all digital channels.
▪ Managed integrated marketing strategies across all digital channels and devices for key accounts.
▪ Led a team of three direct reports and worked alongside the leadership team on the services offering: Strategy, UX, Creative, Technology, Social Media and SEO, SEM, Production, and Analytics.
▪ Won 2011 Australian Mobile Awards "Financial Information & Tools" Aussie Home Loans.
Rexel Holdings AustraliaEcommerce Marketing Manager
Apr. 2010 - Oct. 2010Sydney, AustraliaLeading the planning, implementation and measurement of digital marketing campaigns.
▪ Planned and implemented SEO/SEM strategies for channel growth and new customer acquisition. ▪ Delivered continuous improvement and development planning to ensure the solutions provided meet the needs of both internal and external customers.
▪ Designed and implemented innovative and effective marketing campaigns across brands/segments.
▪ Led customer relationship management and management of mailing lists/contact databases.
L’OCCITANE GroupEcommerce Product Manager
Jul. 2009 - Jan. 2010Sydney, AustraliaDeveloping and implementing an omni-channel marketing strategy driving growth.
▪ Oversaw the e-commerce website development, launch, ongoing operations and customer service.
▪ Developed a marketing strategy for e-Commerce, in-store merchandising, and loyalty program.
▪ Created and deployed the email campaigns, content marketing, SEO/SEM, social media.
ZcommeEmployer Branding Consultant
Feb. 2008 - Feb. 2009ParisManaging client relationships, developing the creative/media strategy and overseeing execution.
▪ Developed employer branding strategies for key customers: Louis Vuitton, SFR, and Manitowoc.
▪ Led consulting engagements in Corporate Brand identity for recruitment and talent management. ▪ Planned and executed cross-channel creative strategies across media advertising campaigns, recruitment website development, campus fairs, job boards advertising.
AressySenior Project Manager B2B Marketing
Jul. 2007 - Jan. 2008Paris Area, FranceManaging client relationships, developing the creative/media strategy and overseeing execution.
▪ Managed the development and execution of online lead generation programs for Fujitsu Siemens.
▪ Oversaw the ongoing delivery and reporting of digital marketing campaigns: e-mail, newsletters, display banners, video, web TV programs and micro-sites.
▪ Delivered B2B marketing strategies in partnership with creative and development teams.
DDBProject Manager Corporate Communications
Sep. 2004 - Jun. 2007ParisManaging client relationships, coordinating and delivering execution.
▪ Developed the content, production and client relationships in Travel, Telco and B2B Services.
▪ Managed the rebranding and content marketing of Club Med catalogues worldwide.
▪ Delivered B2B and B2C marketing communications collateral for Orange and Accor Services.
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