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Work Background
CFA InstituteManaging Director, Marketing, Customer Experience and Events
May. 2022New York, New York, United StatesAs the most senior marketer at CFA Institute I am responsible for setting our global brand strategy and the marketing, communications and CX plans to achieve it. Integrating in-house expertise with specialist agencies, we adopt agile and experimental approaches to maximize reach and engagement with our customers and audiences across PR, digital, social, brand and product marketing, events, marketing operations and CX design and delivery. My global team’s focus is in on driving organizational growth from current & new customer segments through creative brand activations, coordinating go-to-market programs across direct sales, digital marketing and channel partners, and campaigns through owned, paid and earned media. With a deep understanding of our category and with highly-tuned competitive intelligence and analytics capabilities, the team works across the enterprise to develop solutions to complex customer and market problems. We take a data-informed but human-centered approach to campaign and marketing design and delivery.
CFA InstituteGlobal Head, Product & Performance Marketing
Mar. 2022 - May. 2022New York, United States• Led global product and performance marketing team, achieving $10M+ cash at a 4:1 ROI in a single campaign wave.
• Increased prospect conversion rates, resulting in higher enrolments and efficiency through personalized communications and automation.
• Developed and optimized digital experiences, behavioral analytics platforms, and performance dashboards.
CFA InstituteSenior Director, Global Performance Marketing
Oct. 2019 - Mar. 2022Greater New York City Area
CFA InstituteDirector, Global Product Marketing
Jan. 2018 - Oct. 2019Greater New York City Area
CFA InstituteDirector, Research Marketing, APAC
Jul. 2016 - Jun. 2018Hong Kong
The Red Flag GroupGlobal Product Director, General Manager, IntegraWatch
Mar. 2015 - Jul. 2016Hong Kong• Led a team of tech and content specialists to develop and enhance a database of high-risk individuals, companies, and vessels.
• Managed the launch of Compliance Gateway, an online marketplace for compliance training, including P&L, digital design, vendor selection, and sales & marketing.
• Developed relationships with compliance officers from MNCs in healthcare, tech, and energy sectors to deliver disruptive product solutions.
Euromoney Institutional InvestorHead of Subscriptions Marketing & Sales, Asia
Feb. 2010 - Mar. 2015Hong Kong• Managed Asia subscription revenues for global titles exceeding £6Mln a year.
• Oversaw product, sales, and marketing for a portfolio of finance, law, and commodities B2B products.
• Developed and promoted the Asia central marketing & sales function.
• Led a team of eight executives and supported four marketing managers.
Euromoney Institutional InvestorSenior Marketing Manager, Asia Pacific
Nov. 2007 - Feb. 2010Hong Kong
Euromoney Institutional InvestorMarketing Campaign Manager, UK & Ireland
Mar. 2006 - Nov. 2007London, United Kingdom
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