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Work Background
AtlasGlobal Director, Performance Marketing
Sep. 2022Hong Kong SARResponsible for leading a high-performing team focused on driving measurable business growth through strategic digital initiatives. The role encompasses performance marketing activities across global markets. Collaboration with regional and cross-functional teams ensures alignment of marketing strategies with overarching business goals. Key responsibilities include:
Global Performance Marketing Strategy: Develop and implement integrated performance marketing strategies that drive lead generation, customer engagement, and revenue growth across multiple channels, including paid search, social media, display advertising, and content marketing. Campaign Optimization & Data-Driven Decisions: Leading efforts to optimize campaigns using data and analytics, driving continuous improvement and maximizing ROI. Focus on leveraging insights from advanced performance metrics to refine targeting, messaging, and channel strategy. Cross-Functional Collaboration: Close collaboration with sales, field marketing, and operations teams to ensure marketing efforts align with sales initiatives and global business objectives. Team Leadership & Development: Leading and mentoring a global team of performance marketers, fostering a culture of innovation and continuous improvement. Ensures the team is equipped with the latest tools, technologies, and training to excel in a fast-paced, data-driven environment. Martech & Marketing Automation: Oversight of using and integrating marketing technologies, including automation platforms and analytics tools, to enhance marketing efficiency and effectiveness. Ensures that the Martech stack is optimized to support global campaigns.
ImplyDirector Of Field Marketing, APAC
Mar. 2021 - Sep. 2022Hong Kong SARShaped and executed the company’s pioneering integrated marketing plans to meet APAC pipeline goals, support revenue objectives and establish the customer base. Owned strategy, development and execution of targeted marketing programs such as demand generation campaigns/nurtures, field events, user events, industry events/tradeshows, webinars, digital and PR. Created awareness, nurtured and educated key contacts within target accounts to drive more pipeline and accelerate sales opportunities. Developed fresh campaign and program approaches to break into new and competitive markets. • Contributed to regional revenue growth and significantly built base in 2022. • Achieved 100% of demanding pipeline targets via activation of all demand generation channels. • Captured 30%+ of targeted regional pipelines through marketing activities in consecutive quarters.
• Accelerated Druid community members growth by 50%+ through community targeted campaigns
J.P. Morgan Asset ManagementVice President, Marketing Manager
Oct. 2018 - Mar. 2021Hong KongDrove regional marketing programs to increase brand visibility across key verticals and target geographical markets and improve client experience. Formulated and delivered internal and external marketing vision, global strategies, programs, plans and initiatives. Developed high impact integrated campaigns across conferences, events, web marketing, online marketing, direct marketing, and advertising. Collaborated with stakeholders for an efficient, effective and integrated approach to all programs. Defined and tracked metrics to assess effectiveness and measurable ROI with particular focus on closing the marketing loop. • Improved paid campaigns’ performance with increased conversions through introduction of a regional data campaign performance management and data analysis strategy. • Catalyzed a 300% increase in a regional campaign’s prospect conversion from a revitalized media strategy.
Freelance/self-employedMarketing Consultant
Jan. 2018 - Sep. 2018Hong KongDesigned marketing solutions – branding, digital marketing and lead generation, to help clients achieve business priorities through consulting, technology best practices and deliverables. Provided guidance on articulating clients’ value proposition. Designed, produced and consulted on marketing initiatives, communication activities and content cascaded across multiple channels, ensuring alignment to business priorities. Identified marketing opportunities to position the client organization as a leading brand. • Strengthened the marketing strategy, programs and best practices into Future Data Limited, a Hong Kong-based company providing integrated systems and maintenance services. • Crafted a client’s corporate identity and positioning, built their website from scratch and rolled out a Hubspot-enabled marketing automation platform and CRM.
SpeedcastMarketing Director
Jan. 2016 - Dec. 2017Hong KongAdvanced brand positioning in 30+ countries by establishing infrastructure and operations for efficient and impactful lead generation and customer acquisition initiatives. Led a team of 4 marketers. Developed country- and market-specific marketing plans, strategies and tools. Researched and analyzed marketing tactics’ effectiveness, utilizing results to identify and capture opportunities and stay on top of market changes. Strengthened product launch marketing campaigns with positioning, lead generation and PR activities. Drove uncompromising quality in messaging and asset creation across cross functional teams. • Contributed to a +30% revenue increase despite flat-growing industry via effective lead generation programs. • In just 1 year, achieved a 10-fold increase in website traffic via an improved web strategy and new corporate website with revamped site design, new CMS (WordPress) as well as an improved user experience, SEO and content strategy.
• Boosted lead generation by 1,120% through a robust marketing strategy with digital initiatives and CRM implementation.
• Subsequent to acquisition, developed a rebranding campaign across subsidiaries that successfully repositioned the company from a regional satellite service provider to a global communications service provider. • Gained 2000% growth in social media interactions with 40% and 60% increase in Twitter and LinkedIn followers, respectively. • Revitalized and developed a new global marketing infrastructure to now include branding, systems, processes and KPI measurement for vendors and channel partners. • Introduced inbound marketing strategies and accelerated its adoption by training 3 marketing managers. • Spearheaded implementation of HubSpot, a marketing automation platform which increased team efficiency and performance.
Glory Harvest Management LimitedBusiness Owner
Jan. 2015 - Jan. 2016Hong KongEatabled and management a local F&B business
SplunkSenior Marketing Manager, Asia Pacific and Japan (APJ)
Jan. 2011 - Jan. 2014Hong KongTranslated global strategy into regional marketing initiatives and tactics to increase awareness, improve brand perception and position Splunk as APJ’s premier data platforms. Created marketing plans and communications as per local market insights, industry data and local segment nuances. Reflected needs of regional sales leadership and collaboratively delivered on pipeline and P&L targets. Guided local adoption of global marketing campaigns & marcom strategies across all channels. Rolled out regional marketing events for brand awareness, lead generation, new customer acquisition and customer education. • Managed APJ website content in collaboration with global marketing and web development teams, using WordPress CMS.
• Catalyzed a multimillion-dollar growth in revenue, translating to a more than 400% increase, in just 4 years, by introducing and positioning Splunk as the region’s leading big data product.
• Implemented marketing automation platform (Eloqua), CRM (SFDC) and Partner portal in partnership with global marketing team, IT team and external vendor, which enabled:
o Design and implementation of automated marketing campaigns, from conceptualization and user journey design to workflow design, KPI measurement, and execution
o Marketing database management and segmentation based on event and customer behaviors
o Roll out Partner Portal for APAC partners’ use and accelerated adoption by training channel team and partners. • Successfully met demanding pipeline targets, twice that of revenue targets, through innovative tactics including webinars and in-person workshops. Tactics later used as blueprint by other global regional offices. • Saved 50% of the marketing budget through a revamped Channel Market Development Fund program. Likewise, improved processes for compliance requirements with the Finance and Legal departments.
PinnacaMarketing Manager, Asia Pacific
Jan. 2009 - Jan. 2011Pioneering hire of the company’s first regional marketing team. Partnered with cross functional leadership to establish the Hong Kong headquarters and APAC operations. Developed and executed impactful marketing and PR programs which introduced video conferencing services to the region. Crafted and rolled out product positioning plans that generated customer interest and demand. Defined competitive differentiation and led product consumer messaging. Formulated product marketing programs that aligned with, amplified and accelerated brand initiatives. Supported global marketing teams in adoption and localization of product marketing strategies for regional execution. • Brought in the first APAC customers in just 3 months of entering the market due to exceptional marketing programs. • Increased customer traffic by an unprecedented 13% through a most successful sales promotion strategy.
• Achieved significant dollar value in media exposure via media campaigns which only required a 10th of the budget. • Established and grew telco partner relationships by enablement, co-marketing activities and sales management.
Asia Media Systems Pte Ltd.Group MarCom Manager
Jan. 2008 - Jan. 2008Hong KongProvider of digital media and network storage solutions to a wide range of clients in Korea, China and Vietnam. Drove business growth by establishing and elevating the brand and communicating the value proposition of its network attached storage products. Translated business growth requirements into marketing communications strategies with defined target audience, meaningful differentiation and appropriate activities to execute. Managed customization of campaigns to optimize impact. • Successfully launched products and acquired customers via creation of branding, marketing and PR strategies.
• Introduced the “cold storage” corporate identity and products into the China market.
DMX Technologies Group LtdGroup, Regional Marketing Communications Specialist
Jan. 2005 - Jan. 2008Hong KongDeveloped and executed marketing assets and programs to support the marketing team in re-positioning the business. Implemented marketing and communications which supported new and key business initiatives, product launches and market development efforts. • Supported successful activities in rebranding DMX as a Solution Provider from a System Integrator. • Launched IPTV and Digital TV middleware products globally under the BEE Media brand. Directed development of branding, marketing and PR strategies. • Introduced managed security services and drove market penetration via a marketing communications matrix.
• Developed the marketing communications function for corporate, subsidiaries and other offices.
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