UpGuard

In my role, I am responsible for revenue marketing, demand generation, digital marketing, content marketing, SEO, and marketing operations.

Marketing Director, Demand Generation

About UpGuard
UpGuard is a cybersecurity platform that helps global organizations prevent data breaches, monitor third-party vendors, and improve their security posture. UpGuard uses proprietary security ratings, world-class data leak detection capabilities, and powerful remediation workflows to proactively identify security exposures for companies of all sizes.

Marketing Manager

Peak Community

An invite-only community specifically designed for the best marketers and marketing leaders to connect and get 1% better each week.

Member

Horangi

In my role, I was responsible for revenue marketing at Horangi, which includes demand generation, digital marketing, SEO, marketing operations, and PR activities.

Horangi Cyber Security is a Singapore-based CREST-accredited company backed by a team of global cyber security experts in Asia and trusted by Industry leaders such as GOJEK, MoneySmart, PropertyGuru and Tiket.com.

Cisco

In my role, I was responsible for partner marketing activities (including marketing-to, marketing-with, and marketing-through all Cisco channel partners in Asia Pacific). 

Cisco helps seize the opportunities of tomorrow by proving that amazing things can happen when you connect the unconnected.

Partner Marketing Manager

Cisco Meraki

In my role, I am responsible for all things marketing, including demand generation activities and channel marketing campaigns in the Asia Pacific region.

Cisco Meraki offers a comprehensive portfolio of cloud-managed IT solutions designed
to work together to help deliver a modern network that is powerful, reliable, and easy
to manage.

Dropbox

In my role, I was responsible for various aspects of the small & medium business market in Asia Pacific, including:
- Growth of the SMB market of Dropbox and Dropbox Business in Asia Pacific through marketing campaigns, scaled initiatives, and data-driven projects
- Manage inbound leads for the SMB market of Dropbox and Dropbox Business in Asia Pacific
- Reporting on various the sales operational levers of the business, including via Salesforce reporting

Dropbox is a home for all your photos, docs, videos, and files. With 500 million signups under our belt, it’s exciting to see Dropbox connecting people around the world with everything that’s important to them.

APAC Marketing

Clayton Utz

I was a Lawyer in the Corporate / M&A group, with a primary focus on Private Equity transactions. I represented both local and international private equity funds in Australian transactions including fund structuring, mergers, acquisitions, corporate restructuring and IPOs. 

During the 3 years in my role, I worked on some of Australia’s largest and most complex legal transactions, which included:
- MYOB and Bain Capital on the IPO of MYOB, an AUD800 million IPO;
- Pacific Equity Partners in block trades of publicly traded companies Spotless and Veda.

Clayton Utz is a top-tier Australian commercial law firm. As a full-service commercial law firm, Clayton Utz has lawyers around the country with diverse and broad-ranging legal experience, across a range of industry sectors.

Lawyer

Paralegal in the Workplace Relations & Safety group of Clayton Utz, Sydney.

Paralegal

Summer clerkship rotations in the following groups of Clayton Utz, Sydney:
- Intellectual Property Litigation, and 
- Corporate M&A (Equity Capital Markets)

Summer Clerk

University of New South Wales

Student Ambassador at the Student Recruitment Office of UNSW

Student Ambassador

b2b saas marketer in australia | marketing director @ upguard

over the past decade, I have worked with marketing and growth teams in b2b saas in australia 🇦🇺 and apac 🇸🇬 🇮🇩 to drive revenue with customer-focused marketing campaigns.

an unexpected surprise, linkedin has bestowed the blue "top voice" badge on my profile this week 🙏

i received a few messages saying "congrats on the top voice badge" and i had to check for myself -- I think it's pretty cool to have this blue badge next to my name 

for anyone asking :

1/ how i got it -- no im not sure how, i wasnt expecting it and seems pretty random.. maybe some mix of engagement and manual intervention from the linkedin team? 🤔

2/ what is the impact? not so sure, but i do follow a few amazing marketing thought leaders on linkedin who do have these badges, i feel 
✨ blessed ✨ that someone (or something?) thinks my writing delivers enough value to be granted a similar badge as them

3/ are you gonna change? nope lol, im still me and i'll continue to share my marketing thoughts on LinkedIn and contribute to the conversation 💪

if you don't know me, follow me for:

✅ things going on in the marketing world
✅ b2b marketing thoughts
✅ experiences working in australia (like daylight savings changes this weekend!)

axel sukianto

as a founder, your first marketing hire is crucial

Jason M. Lemkin mentioned that 98.74% of the time, your first head of marketing should NOT be a product marketer, corporate marketer, brand marketer or comms expert (this was during the latest Marketing Against the Grain podcast with Kipp and Kieran)

it should be someone who is proudly quantitative about acquiring new customers — “the first line of their LinkedIn profile must scream demand gen or growth marketing”

too many founders get enamoured with the narrative of a product marketer, but that might be a distraction early on

your first marketing leader needs to be obsessed with generating tangible demand, and not polishing marketing collateral that nobody will see

you can (and should) bring in the brand storytellers and product marketers later once you have product/market fit and marketing engines humming 

but first, find your growth marketer who lives and breathes acquiring new customers 

growth markeitng and demand gen has to be the top priority for your inaugural marketing leader

everything else is secondary until you've nailed that hustle

sidenote: lol so exact with the 98.74% 😂 

my vote for the aussie ad of the year so far

F1 driver valtteri bottas is an adopted aussie (he is dating an aussie and has his vacations here)

uber carshare (fka carnextdoor) got him for a 1-minute brand ad that was launched during the melbourne GP.. that is so so relevant and hilarious

the ad playfully taps into the aussie lifestyle with:

✅ budgie smugglers (non-aussies, if you dont know what it is, google it)..
✅ meat pies..
✅ kookaburra horns..
✅ .. and mullets

he also takes the mickey out of himself, which is relevant to the local culture of not taking yourself too seriously 😂

but crucially, there is a relevant tie in to the product (it is a ridesharing service that you can rent out your car while you’re not using it):

🚗 he is a racing driver, relevant to the industry (tick)
🚗 he wouldnt use his primary car much since he travels a lot. car owners whose cars are being used is a the target audience of uber carshare (tick)
🚗 the ad was launched during one of the biggest motorsport event in the country (tick)

ps: you actually get rent the car until april 12, so get in quick if you’re keen (i assume they’re already booked out tho!)

personal and company linkedin pages are not built the same

Matthew Carnevale shared a test he ran on the Exit Five podcast last week

he posted one of their best performing carousels posted on the linkedin company page of Exit Five and posted it on his personal account as a comparison

>> company page (67k followers): 85 likes, 42 comments, 6 reposts

those numbers are solid, numbers that some b2b companies would count as a successful post!

but how did the same content perform on Matt’s personal page?

>> personal page (4k followers): 131 likes, 82 comments, 10 reposts.

results? more likes, more comments, more engagement, with less than 10% of the follower count 🤯

take what you want from that, but to me, this is some proof that personal pages should be a focus of b2b companies

leverage your team's personal profile pages (your CEO, your founders, your subject-matter-experts) to increase reach and assist in building that corporate brand

“where does product marketing sit and how should people prioritise product marketing?”

Jason M. Lemkin was interviewed on Marketing Against the Grain with Kipp Bodnar and Kieran Flanagan

how did Jason answer?

📣 “95% of founders don't need to know what product marketing is and are wasting precious energy building assets that no one will ever see and no one will ever read that are too sophisticated and are wrong.“

what does he suggest to do instead?

1/ figure out who your target buyer is. figure out a simple message that YOU would buy from.

2/ an example: write an email that is so good, you would take the meeting.

3/ another example: do a webinar that is so good, you're confident it would add value

📈 basically, focus on growth and top of the funnel initially before thinking about product marketing

💡my take: this is true especially for early stage companies who need pipeline / sales / revenue —> focus on growth to survive and live another day

Jason’s spicy take 🌶️ during this part of the podcast?

“I'm fine if founders know nothing about product marketing ever.”

Kipp followed this up with…

“That is the best minute that's ever been said on this podcast”

😂

discuss.

aussies face unique challenges when working with our american colleagues or clients

1/ scheduling meetings across timezones
theres that time difference, but it can be tricky when your american counterpart isnt aware you are living. in. the. future.

for example, if we suggest a meeting at 9am sydney time on april 20th, your american colleagues might assume that means afternoon on the april 20th for them. you hop on the call, and your colleagues thought it was tomorrow. comment if you’ve had this experience first hand!

2/ four days of working week collaboration vs five days
this one could be good or bad depending on how you see it. mondays can be bliss and amazing… IYKYK

3/ andddddd… double daylight saving changes during our winter. losing that extra two hours of overlap with american collagues and clients mean:

- earlier calls for you, or later calls for them
- wasted admin time moving meetings around and trying to find time that works for everyone that still means they can have dinner at a reasonable time and you can still drop off your kids at school in the morning
- just less overlap time to collaborate during our winter 😕

happy daylight saving changes this weekend for all you aussies. we got this.

marketing monday jobs edition # 58: a roundup of companies hiring marketing roles in australia 🇦🇺 and nz 🇳🇿

this week featuring jobs from Dovetail, Tealium, Atticus, WooliesX, CreditorWatch, New Relic, and VALD

looking for a more comprehensive list of marketing roles available in anz?

check out marketingcareers [dot] com [dot] au for the dedicated job board for anz marketers

—-

𝘁𝗵𝗿𝗲𝗲 𝗳𝗲𝗮𝘁𝘂𝗿𝗲𝗱 𝗷𝗼𝗯𝘀

1/ Dovetail
Head of Brand and Content Marketing 
📍 sydney 
🔗 https://lnkd.in/gviEh7Jt 
✉️ contact Tom Mansfield / Ollie Smythe for more info

2/ Tealium
Regional Marketing Manager, APAC 
📍 sydney 
🔗 https://lnkd.in/gbtfRcXC 
✉️ contact Gwendoline Hecky for more info

3/ Atticus
Marketing Coordinator 
📍 melbourne 
🔗 https://lnkd.in/gxVDyWMK 
✉️ contact Jasmine Rynne / Thom Mackey for more info

—

𝗳𝗼𝘂𝗿 𝗼𝘁𝗵𝗲𝗿 𝗷𝗼𝗯𝘀

4/ WooliesX 
Senior Marketing Manager - Acquisition 
📍 sydney 
🔗 https://lnkd.in/g_eWZXER 
✉️ contact Barry Bohler for more info

5/ CreditorWatch 
Growth Lifecycle Marketing Lead 
📍 sydney 
🔗 https://lnkd.in/g5YZ5aqt 
✉️ contact Adrian Markovski for more info

6/ New Relic
Field Marketing Manager 
📍 sydney 
🔗 https://lnkd.in/gQrp5V86 
✉️ contact James New for more info

7/ VALD 
Marketing Specialist 
📍 brisbane 
🔗 https://lnkd.in/gbwyw2Gj 

—-

looking for a more comprehensive list of marketing roles available in anz?

check out marketingcareers [dot] com [dot] au for the dedicated job board for anz marketers

marketing monday jobs edition # 59: a roundup of companies hiring marketing roles in australia 🇦🇺 and nz 🇳🇿

this week featuring jobs from Cashrewards, HCF Australia, canibuild, Euka Future Learning, ServiceNow, The University of Western Australia, and Who Gives A Crap

want to see 50+ other marketing roles available in anz?

check out marketingcareers[dot]com[dot]au [ https://lnkd.in/gqZ3Y-ek ] for the # 1 dedicated job board for anz marketers 

—-

𝘁𝗵𝗿𝗲𝗲 𝗳𝗲𝗮𝘁𝘂𝗿𝗲𝗱 𝗷𝗼𝗯𝘀

1/ Cashrewards
Chief Marketing Officer 
📍 sydney 
🔗 https://lnkd.in/gub7mufq 
✉️ contact Anthony Seymour-Walsh for more info

2/ HCF Australia 
Head of Marketing 
📍 sydney 
🔗 https://lnkd.in/gDYbaJpT

3/ canibuild 
Head of Marketing 
📍 australia - remote 
🔗 https://lnkd.in/gi8HXBCV 
✉️ contact Mark Deacon for more info

—

𝗳𝗼𝘂𝗿 𝗼𝘁𝗵𝗲𝗿 𝗷𝗼𝗯𝘀

4/ Euka Future Learning
Social Media Coordinator 
📍australia - remote 
🔗 https://lnkd.in/gYvv3KAb 
✉️ contact Jarryd Van Poppel / Bart Guy for more info

5/ ServiceNow 
APAC Strategic Events and Audience Marketing Director 
📍 sydney 
🔗 https://lnkd.in/gj4K88RR 
✉️ contact Li Ling Yong for more info

6/ The University of Western Australia
Marketing Officer (A$87,500 - A$92,400) 
📍 perth 
🔗 https://lnkd.in/g9GbpHnu

7/ Who Gives A Crap
Growth Marketing Manager, Good Time 
📍 melbourne 
🔗 https://lnkd.in/gyZxk6NJ 
✉️ contact Hannah Kamran for more info

—-

looking for a more comprehensive list of marketing roles available in anz?

check out marketingcareers[dot]com[dot]au, the # 1 dedicated job board for anz marketers

marketing monday jobs edition # 57: a roundup of companies hiring marketing roles in australia 🇦🇺 and nz 🇳🇿

this week featuring jobs from Atlassian, ProSpend, UpGuard, Onside, Amber Electric, Choice Ventures, and Decidr.ai

are you hiring for marketing roles in australia + nz and want to be included in next week’s post? comment or DM me 💬

—-

𝘁𝗵𝗿𝗲𝗲 𝗳𝗲𝗮𝘁𝘂𝗿𝗲𝗱 𝗷𝗼𝗯𝘀

1/ Atlassian
Field Marketing Manager, APAC 
📍 sydney 
🔗 https://lnkd.in/gMQXfBci

2/ ProSpend 
Senior Product Marketing Manager 
📍 sydney 
🔗 https://lnkd.in/gEDPb9XK
✉️ contact Michelle Carden for more info

3/ UpGuard
PR Manager 
📍 sydney 
🔗 https://lnkd.in/gcXU5dfq
✉️ contact Ratika Sadana for more info

—

𝗳𝗼𝘂𝗿 𝗼𝘁𝗵𝗲𝗿 𝗷𝗼𝗯𝘀

4/ Onside 
Campaign Marketing Manager 
📍 melbourne 
🔗 https://lnkd.in/gkuRa2m4
✉️ contact Ashleigh Gribben / Britt Mauran for more info

5/ Amber Electric
Senior Performance Marketing Manager (AUD120k-140k + super + shares)
📍 melbourne 
🔗 https://lnkd.in/gYfUR8Tn
✉️ contact Emily Rubin for more info

6/ Choice Ventures
Head of Digital Marketing 
📍 sydney 
🔗 https://lnkd.in/gt7Ngf5m
✉️ contact 🌱   Andrew Donald for more info

7/ Decidr.ai 
Growth Marketing Manager 
📍 sydney 
🔗 https://lnkd.in/g85qvDKH
✉️ contact Zoe Crouch for more info

—-

i post every monday about open marketing jobs in australia + nz, follow me to get your weekly update 🔔

engagement stats
domain authority
website traffic
social shares
cost per lead
impressions
open rates
mentions
rankings
pipeline
MQLs
SQLs

look, i get it - as marketers could to drown ourselves in allll the metrics and analytics (maybe some of us the breadth of these all the metrics

but when you go to that cross functional meeting or leadership meeting, how do you easily know how marketing is performing?

>> have one north star metric

have one main metric that marketing (and the rest of the leadership, which by extension, means the business) agrees with to determine success or failure

that way, you can communicate succinctly, and in a way that maters to the business

in a sales-led b2b saas model, i prefer a combination of stage 2 opptys and pipeline amount coming from marketing

[stage 2 oppty to me means demos held, prospects who "show up to the meeting"]

why?

because at the end of the day, our entire job as b2b marketers is to generate legitimately good, qualified leads that turn into paying customers

this metric will give your sales team a chance to hit those revenue targets

all the other metrics such as impressions and views don't really matter if those top-funnel leads never convert to sales opptys

we should absolutely OBSESS over the stage 2 opptys and pipeline each quarter

treat it like the north star metric that guides every decision, every dollar spent, every campaign launched

know how you’re pacing to that quarterly goal of stage 2 opptys

start having relentless focus on hitting and exceeding that one goal

hone in on the metric that actually impacts revenue

as marketers, i've realised our role shares similarities with portfolio investors

both require a keen eye for opportunities (what is the next thing that will grow), taking calculated risks to grow, and constantly optimising

just as investors curate a diversified portfolio with high-growth assets & stable anchors, marketers strategically allocate resources across channels & tactics

....you have a constraint in terms of investments, and you need to pick winners to survive and succeed... we can't put all eggs in one basket but spread investments judiciously to maximise ROI

SaaS companies should always look to diversify their channels and look for their next winner

how are companies thinking like a portfolio investor and diversifying?

1/ hubspot continuously tests new channels, an example is podcasting (starting their own podcasts while acquiring podcasts such as My First Million), while doubling down on their content marketing strengths

2/ quickbooks leans into core email program driving annual tax season campaigns while testing tiktok for reaching new millennial business owners (did you know, their tiktok has 150k+ followers!).

3/ asana and monday.com scaling their freemium product-led growth model alongside launching OOH brand campaigns. in sydney, i’ve seen them on bilboards and public transport (are they running these in other cities / countries too?)

like a portfolio investor — marketers must balance emerging growth opportunities with the core breadwinners.. diversification 💪

that being said, part of the skill is knowing what to invest in. if you have a winning channel / tactic, double down on it and get as much out of it as you can (while keeping some in the tank for experimentations)

are you even a marketer if you don't test out new social apps as they emerge?

got access to naval's Airchat "talk not text" social app today

lmk if you want an invite and keen to explore a new platform with me 👋

Taplio

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