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- CXO roundtables
- AI marketing & sales training
- B2B copywriting

B2B Marketing Asia Podcast

The B2B Marketing Asia podcast features interviews with industry experts and thought leaders related to B2B marketing & sales in the Asian market. 

The podcast is aimed at marketing and sales leaders interested in staying up-to-date on the latest trends and developments. 

Potential podcast sponsors may be interested in reaching a targeted audience of 15,000 marketing professionals and business leaders.

YouTube: https://bit.ly/3UYXjPt
Audio: https://bit.ly/3AyixeM

Host

National University of Singapore

Teaching Marketing Innovation & Marketing Strategy at Asia's #1 Business School

Adjunct Lecturer

Singapore Management University

Career & Business Coach

Singapore University of Social Sciences (SUSS)

I teach personal branding and LinkedIn marketing related courses for corporates.

Associate Faculty

ESSEC Business School

Digital Marketing “professor” for the Masters in Management program, which is ranked 3rd in the world by FT

Adjunct Lecturer & Coach

Teaching cross-cultural business development at the world's #1 hospitality school

Visiting Lecturer

HEC Paris

Guest Lecturer

Nanyang Technological University

Taught modules for the “Digital Entrepreneurship” program

Parttime Lecturer

Happy Marketer

Helped Happy Marketer become the most awarded and media featured independent agency in Singapore. 

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Director of Content Marketing (July 2017 to current) 
Director of Marketing (July 2016 to June 2017) 
Head of PR (June 2015 - June 2016)

- 300,000+ website views generated 
- 100+ pieces of top-tier media coverage secured 
- 15+ award wins secured

Clients:
- INSEAD
- Institute of Banking & Finance 
- National University of Singapore (Lee Kuan Yew School of Public Policy)
- Space Matrix

Director of Content Marketing

Educator by Day, Dad by Night

The Journey of a Shy Kid

I was the kid with a speech impediment, terrified of speaking.

Fast forward: I’m a:

- Fortune 500 growth consultant
- B2B marketing & sales leader
- University lecturer 

How? 

By embracing the fear and showing up anyway.

If I can do it, so can you. 

Let’s connect on LinkedIn!

Joe Escobedo

Twilio

As the Vice President of Marketing for Asia, Pacific & Japan, my responsibilities include:

► Developing and executing a comprehensive marketing strategy to support revenue and pipeline goals for Twilio,
► Establish strong partnerships with sales leadership and regional field sales teams to ensure they can access the latest content and insights in the customer experience & engagement space.
► Help lead the design, execution and measurement of regional marketing programs and campaigns that position Twilio as the Customer Engagement technology leader.
► I am the primary liaison between corporate marketing, the regional field, and channel sales and marketing teams.
► Direct the production efforts for regional-specific content and ad creative, including white papers and client case studies.
► Direct and maintain the Twilio brand-to-revenue engine to achieve marketing and business objectives.
► I proactively manage the APAC growth marketing budget to optimize marketing investments.
► Led the development of a high-performance marketing team focused on delivering the latest and greatest thinking in the digital CX & Customer Engagement sector,
► Leading regional market research and analysis to guide our APJ GTM strategy so we can stay ahead of emerging trends and customer needs.
► I am one of Twilio's Chief Evangelists in APJ, focused on helping build the brand's reputation and awareness in the region.
► We are building and maintaining an ecosystem of world-class marketing agency partners to support diversified routes to market.
► We work closely with our partner organization to develop and execute strategic marketing initiatives that drive growth and increase market share.

These responsibilities require a deep understanding of the Digital CX and Customer Engagement space and a commitment to positioning Twilio as the leader in the field.

Vice President of Marketing, Asia Pacific & Japan

Adobe

As the regional Head of APAC Growth Marketing, my role was focused on, but not limited to, the following:

► Responsible for developing, and executing, the marketing go-to-customer strategy that supports the Adobe APAC Growth DX business units' revenue and pipeline goals.
► Build tight partnerships with sales leadership and their field sales team across the region.  Ensure they have access to the latest content that helps guide and inform our customers on the latest thinking in the Digital CX space.
► Execute and measure regional marketing programs and campaigns that position Adobe DX as the leader in the Digital CX space..
► Act as the primary liaison between corporate marketing and the regional field and channels sales and marketing teams.
► Help lead the production efforts for regional specific content and ad creative including white papers, and client case studies.
► Responsible for database and direct marketing oversight, CRM list management including cleansing, merging, reconciliation, and importing of lists; conducting online and database research.
► Accountable for building, and maintaining, the Adobe Growth demand-to-revenue engine.
► Proactively manage the APAC Growth marketing budget.
► Lead the development of a diverse high-performance marketing team focused on helping provide our customers, and prospects, with the latest and greatest thinking in the Digital CX space..
► Responsible for the development of market research/analysis to help guide our regional GTM strategy.
► Act as one of Adobe DX 'Chief Evangelists' in APAC.
► Focused on building, and maintaining, an eco-system of world-class marketing agency partners. 
► Work closely with our partner organization to develop diversified routes to market via our partner ecosystem.

APAC Regional Head of Growth Marketing, Adobe DX

Magento, an Adobe Company

As the Regional Head of APAC Marketing, my role is focused on, but not limited to, the following:

► Responsible for developing, and executing, the marketing go-to-customer strategy that supports Magento APAC and EMEA revenue and pipeline goals.
► Partner closely with sales and ensure they have access to the latest content that helps guide and inform our customers on the latest thinking in the e-commerce space.
► Execute and measure regional marketing programs and campaigns that position Magento as the leader in the e-commerce space.
► Act as the primary liaison between corporate marketing and the field partner sales teams.
► Help lead the production efforts for regional specific content and ad creative including white papers, and client case studies.
► Responsible for database and direct marketing oversight, CRM list management including cleansing, merging, reconciliation and importing of lists; conducting online and database research.
► Accountable for building, and maintaining, the Magento demand-to-revenue engine.
► Proactively manage the APAC and EMEA marketing budget.
► Lead the development of a diverse high-performance marketing team focused on helping provide our customers, and prospects, with the latest and greatest thinking in the e-commerce space.
► Responsible for the development of market research/analysis to help guide our regional GTM strategy.
► Act as one of Magento 'Chief Evangelist' in both regions. 
► Focused on the building, and maintaining, an eco-system of world-class marketing agency partners. 
► Work closely with our partner organisation to develop diversified routes to market via our partner ecosystem.

Regional Head of APAC and EMEA Commerce Cloud Marketing

SAP Customer Experience

As the SAP Hybris Global Vice President of Fast Growth Markets Marketing, my role was focused on, but not limited to, the following:

► I was responsible for leading the SAP Hybris regional corporate marketing functions: branding, communications, digital and field marketing execution.
► I was responsible for building, and maintaining, the SAP Hybris APJ & Greater China demand-to-revenue engine.
► Developed a diverse high-performance marketing team – which has been recognised as a lighthouse team within its SAP Marketing peer group.
► Helped drive and cultivate market research/analysis to help guide our regional GTM strategy.
► I was responsible our data management capabilities are optimised to heighten our speed to market.
► Developed and drove our line of business content marketing strategy.
► Acted as one of SAP Hybris ‘Chief Evangelist’ in the region. 
► Focused on the building, and maintaining, an eco-system of world-class marketing agency partners. 
► Helped drive field enablement across both our sales and marketing organisations.
► Worked closely with our partner organisation to develop diversified routes to market via our partner ecosystem.
► Managed yearly discretionary and headcount marketing budget.

Global Vice President of Fast Growth Markets Marketing

As the Global Head of Strategic Marketing (Emerging Markets), my role was focused on, but not limited to, the following:

► Developed scalable global agency engagement model for our emerging and global markets.
► Helped shape our digital and content marketing strategies for our emerging markets in partnership with our Global VP of brand and product marketing.
► Acted as a subject matter expert for PR, and public speaking activities across both APJ and Greater China (GC).
► Supported and drove regional demand generation planning, offer creation, campaign execution across both APJ and GC.
► Helped lead enablement programs across both sales and marketing business units. 
► Supported Industry GTM activities and asset creation across APJ & GC. 
► Worked closely with our sales organisation to identify demand generation opportunities and tactics.

Global Head of Strategic Marketing (Emerging Markets), SAP Hybris

I was responsible globally for all product-marketing activities associated with targeting the Sales Line of Business Audience.

This included:

► Development of market positioning and messaging strategies.
► Responsible for core Sales Audience content strategy.
► Developing and delivering key field marketing and sales, customer facing assets.
► Development and execution of digital marketing strategy/campaigns focused on Sales LoB.
► Support and drive Global demand generation planning, offer creation, campaign execution.
► Field Marketing and Sales enablement.
► I was part of the core team that helped reposition SAP as a Gartner SFA MQ market leader.
► Chief Evangelist and regular international speaker and blogger on topics relating to Sales.

Global Senior Marketing Director for the Sales Line of Business Audience.

Global Business Development director at SAP focusing on developing our CRM GTM strategies for Financial Services, Enterprise Mobility, Social Media, Customer Experience Management and SAP Emerging Markets

My role responsibilities Included, but was not limited to, the following:

► Development of the Global GTM strategy within the Insurance & Professional Services sectors. 
► Responsible for the Global Business Development for SAP mobility “Co-innovation” partnerships.
► Forming of virtual team across the various SAP organizational units to execute GTM strategy.
► Sales Enablement for SAP Field Sales, Marketing and Partner organizations.
► Responsibility for developing of Global pipeline development and health.
► Provided key deal support and safeguarding for key lighthouse accounts within the region.
► Competitor analyses and Trend scouting.

Global CRM Business Development Director

As a regional Business Development Director, I was responsible for developing and leading the CRM strategy for the Insurance & Professional Services Sectors.  

My role responsibilities Included, but was not limited to, the following:

► Development of the EMEA GTM strategy within the Insurance & Professional Services sectors. 
► Responsible for the EMEA Business Development for SAP mobility “Co-innovation” partnerships.
► Forming of virtual team across the various SAP organizational units to execute GTM strategy.
► Sales Enablement for SAP Field Sales, Marketing and Partners organizations.
► Responsibility for develop of EMEA pipeline development and health.
► Provided key deal support and safeguarding for key lighthouse accounts within region.
► Competitor analyses and Trend scouting.

EMEA CRM Business Development Director

Capita

A year after joining Captia, I was promoted to the role of Sales Management Director. 

In this role I was responsible for divisional sales management reporting to the SVP of Marketing and Business Development. 

My role was focused on delivering applied rigor and sales discipline to share, plan and optimize relationship development opportunities within our business.

My role responsibilities Included, but was not limited to, the following:

► Reported to the executive management team overseeing a business £330m in value.
► Responsible for possessing sales management accountability for cross-divisional sales 
► Worked with key executives in helping support the sales strategy development and execution.
► Worked closely with bid management team.
► Driving and implementing cross-divisional CRM strategy and implementation
► Helped lead the development of a consistent sales methodology within our sales division.
► Helped manage and develop a divisional sales pipeline c £300m.
► Provided key account planning/management support
► Part of core team that developed a customer care program
► Helped manage Sales performance intelligence
► Assisted with opportunity research and qualification
► Lead and Advised on proposition development, customer presentations and sales collateral.
► Worked closely with product development in generating ideas and provisioning new client services.
► Helped assemble virtual teams from a variety of disciplines in order to shape client propositions.
► Established & maintain executive relationships with ‘C’ level influencers and decision makers.

Sales Management Director

This move was my most exciting yet, as Captia Plc was/is the leading provider of business process outsourcing solutions in the UK (and at the time were the most profitable FTSE company to ever exist).

This was a pivotal career move as it empowered me tap into my passion for bringing people, process and technology together and enabled me to work with some of the greatest business thinkers/strategist in the market. 

My role responsibilities Included, but was not limited to, the following:

► Operated as a key member of the central business development team 
► My role reported to the the Commercial Services Division Business Development Director.
► I was responsible for strategic account development for five key national accounts.
► Delivered BPO solutions targeting the financial services, retailing and commercial sectors.
► Identified strategic BPO opportunities with annual revenues between £1m -£15m per annum.
► Consulted with C-Level management within targeted companies
► Helped lead sales team focused on identifing target client operational problems and requirements. 
► Delivered astute project management of business relationship at all levels.
► Reponsible for orchastrating numerous work streams focused on driving deal closure.
► Worked with Capita client engagement team to develop approach strategies & operational solutions.

My key achievements:

► Succesfull managed the process of indetifying new businss opportunties in my key accounts.
► Successfully secured a new outsourcing program with a Lloyd Syndicate valued at £2m annually.
► A key member of a sales team which secured £5m in revenue through a up & cross selling exercise.

Strategic Account Director

Lorega Ltd

I was head hunted by the CEO of Lorega to come and join this young BPO startup firm. This was another exciting step in my career that offered me a great opportunity to move into the then fast growing BPO market.

My role responsibilities  Included, but was not limited to, the following:  

► Reported to the Sales and Marketing SVP on team sales performance and strategy development.
► Oversaw all key regional sales and marketing strategy development and execution.
► Mentored and developed the regional sales team and support staff.
► Managed 100 key regional clients, identified and capitalised on opportunities to grow business.
► Presented business improvement strategies and opportunities to client key C-Level stakeholders.
► Helped sales channel identification and development.
► Developed customised sales & marketing programs focused on client business requirements.

My Key Achievements:

► Generated a potential sales pipeline of £3m in 6 months.
► Introduced a consistent and uniform sales solution methodology which were adopted nationally.
► Devised and implemented a nationally adopted regional sales and marketing strategy.
► Developed and facilitated broker-training workshops.
► Facilitated the adoption of a Customer Relationship Management Platform into the business.

The team at Lorega were great, however there was a misalignment in expectations and I found my role to be more constrained than I had hoped, and therefore took advantage of a timely offer I received from the Captia Group.

National Business Development Director

Abbey Legal Protection

My move to Abbey Legal was an exciting opportunity as it helped me achieve another of my professional goals, which was to be able to branch out from working for an Insurance firm and to move into the legal service sector.

I started with the firm as a contractor helping develop their sales channel strategy, and was quickly invited to join the team on a full-time basis.

I enjoyed my time at Abbey as it exposed me to a whole new industry sector; whilst providing me with an opportunity to develop my business development and sales skills sets in an entirely new market.

My role responsibilities  Included, but was not limited to, the following:  

► Reported to Marketing Director, and worked as a valuable contributor to the management team.
► Established & maintained executive relationships within my target client organization.
► Regularly developed and presented tailored, insight lead business proposals at an executive level.
► Managed the acquisition & development of 100 quality key accounts.
► Undertook 'state of the market analysis' to identify new market opportunities.
► Provided competitor analysis. 
► Enhanced business practices and process management, and cited IT System improvements.
► Helped shape brand positioning and messaging strategies.
► Worked closely with marketing to develop customer facing assets.
► Provided targeted sales channel product and sales training.
► Contributed to the annual establishment of sales and marketing budgets.
► Reviewed & improved overall national sales processes and sales channel identification.

Key Achievements:

► Designed and implemented the national ‘Key Broker’ corporate strategy.
► Developed & introduced a uniform sales methodology.
► Project managed the delivery of an intuitive Customer Relationship Management [CRM] system.
► Exceeded 2003/04 sales target by 55%.
► Achieved 67% of 2004/05 target prior to departure in May 2004.

National Business Development Manager

Tokio Marine Seguradora S/A

One of my career goals was to work within the London Insurance market and I was very fortunate to land an 11-month contract with this great firm.

My role responsibilities  Included, but was not limited to, the following:  

► Marketed and promoted the companies’ services.
► Assisted with the development of new products and identified new business opportunities.
► Managed a portfolio of 30 major brokerage relationships and the underwriting for all major accounts.
► Facilitated the training of Brokers to ensure an excellent understanding of all products and services.

Business Development Manager

Exploring the Globe

Decided it was time to explore the world and I took the leap in resigning from a great role with a great company to go and broaden my horizons and never looked back.

Professional Backpacker

The following quote will give you a sneak peek into what makes me tick:

"Most of us understand that innovation is enormously important. It's the only insurance against irrelevance, and it's the only guarantee of long-term customer loyalty. It's the only strategy for out-performing a dismal economy" - Gary Hamel.

'Customer Experience' is more than marketing fluff; it's a core business ideology that needs to be at the heart of everything we do professionally. 

Simply put, I believe that both 'People' and the 'Promises' we make are at the very heart of a Brand, be that the Brand we work for or our very own Personal Brand.

I'm therefore passionate about challenging the 'status-quo' and 'management dogma' that stifles the creative thinking process that's paramount to delivering fantastic customer experiences.

Consequently, I am continually striving to harness my 30+ years of professional experience, which I've built across multiple industries and geographies, to develop innovative and viable business strategies for both the enterprise I work for and the great clients I get to serve.
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SPECIALTIES:
★ Global Marketing, Regional Marketing, Marketing Strategy, Brand Positioning, 
★ Integrated Marketing, Field Marketing, Event/Sponsorship Marketing
★ Marketing Communications, PR (Media and Analyst Relations)
★ Business Development, Demand Generation Channel Marketing,
★ Agency Management, Design Thinking, Technology Marketing
★ B2B Content Marketing Strategy, Content Development, Blogging
★ Digital Marketing, Digital Community Building and Engagement,  
★ Global Sales and Regional Sales, Sales Strategy, Sales Management
★ Sales Enablement, Partner Enablement, Sales Operations, CRM Strategy
★ BPO, Customer Experience Management, Enterprise Mobility 
★ International Speaker: North America, Europe, Middle East and Asia Pacific
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The Battle

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