Head of Large Format Print Marketing for Greater China, Greater AP and India

Led a team of country marketing managers and customer relationship managers to drive brand consideration, new funnel creation, and funnel velocity for HP's labels, packaging, and general production printing businesses. 

Optimized online/offline marketing strategies to navigate through varied post-pandemic exits throughout the region. Delivered +8 ppts y/y improvement in funnel advance rate and 58% trackable marketing contribution to net new hardware revenue, exceeding the goal of 55%.

Head of Industrial Print Marketing, Asia Pacific

Crafted the Instant Ink growth plan, securing 3x marketing investment. Surpassed 10.5M subscribers by end 2021, driven by +28% growth in new subscribers, with marketing contributing 44% of new acquisitions (+7 pts vs. goal). The plan also formed the foundations for building a growth culture in marketing and paved the way for multi-functional collaboration to test growth models for customer acquisition.

Global Lead, Marketing Strategy and Planning, Instant Ink

Developed marketing strategy and customer engagement map for SMB/Midmarket segments, enabling countries to acquire and nurture new business prospects for HP office printers.

Launched SMART MFP campaign, landing HP's first persona-based commercial (B2B) campaign in 5 SEA markets. Rolled out the campaign architecture and audience journey map to support localized execution in India, Australia, South Korea and Hong Kong.  

Using data and insights from the campaign, built an expansive content library to enable countries to optimize their campaign execution towards achieving their KPIs.

Piloted digital lead qualification and automated nurturing path & tools - incubating in India, Malaysia, Singapore, Thailand and Taiwan.

Regional Marketing Manager, SMB Segment - Office Printing, Asia Pacific

Recognized as 'APJ Print Marketing Rockstar' for successfully executing end-to-end marketing campaigns for Personal and Office Printing in Singapore, and delivering a centralized campaign strategy to drive acquisition of new customers for HP's A3/Copier business in SEA and Korea.

Rolled-out HP Sprocket launch initiatives in Singapore, worked with retail and eTail partners to drive impulse purchase by leveraging key gifting occasions. Achieved highest unit sell-out among SEA countries in spite of being a mature and competitive market. 

Implemented enterprise marketing initiatives to drive new contract acquisitions, renewals, and upselling for our managed print services (print-as-a-service) business. Achieved 178% of target attributable marketing-influenced funnel value. 

Collaborated with country Channel Marketing and Commercial Channel Partners to pilot demand generation programs that drive lead acquisition for HP's new copier-class devices. Leveraging learnings from Singapore pilots and working closely with APJ region teams, equipped SEA-K country marketers with business data and campaign insights - enabling them to craft more efficient Office Printing marketing plans and to track metrics that are aligned to business priorities.

Country Marketing Manager, Printing Systems (SG) | Office Printing Marketing Lead, SEA-Korea

Named 'APJ PC Marketing Superstar' for launching breakthrough initiatives in Premium PC, Gaming, and SMB - applying a "few but big campaigns" approach to optimize marketing opex, alliance, and co-op funding.

Launched HP Spectre influencer campaign and HP OMEN nationwide gaming activation. Collaborated with Microsoft and Retail RTM Team to refresh HP Store and store-in-store brand identity, delivering consistent Premium and Gaming brand messages across all channels. Efforts resulted in +68% YoY growth in sell-out for premium and mid-priced PCs. 

Led a team of marketing agencies, channel marketing & sales, and alliance partners to develop an integrated SMB program. Transformed the usual practice of different commercial functions working in silos, by aligning work streams to achieve scale and to create more consistent 'HP for SMB' brand message across all target audience touch points.

Country Marketing Manager, Personal Computing Systems

Mead Johnson Nutrition

Led project teams to deliver regional projects to drive brand growth in key markets. Co-developed a brand vision and strategy that contributed to the company's long-term goals.

Developed an integrated campaign for the relaunch of Sustagen and Lactum brands; campaign launched in two key markets in July 2015. Conducted an ideation workshop to generate ideas to fill in a 3-year innovation funnel.

Marketing Manager, Sustagen & Lactum, Asia Pacific

GK1World (Singapore) Ltd

Drove the annual plans to achieve funding targets and create volunteer engagement in support of community-building projects. Professionalized the model for Partnership Management to engage with corporate partners, private donors, foundations, and other NGO’s in Singapore. 

• Completed a 47-home community project with Singapore Red Cross; secured funding from corporate and individual donors to build 6 new communities for typhoon Haiyan survivors 
• Won a two-year education grant from Credit Suisse to support school & youth projects
• Launched “Run To Build”, an annual fun run volunteer/advocacy and fund-raising event

General Manager

Unilever

Led the Universal Seasonings platform for SEA; delivered innovation projects and brand communication toolkits for key markets. Acted as ‘country champion’ for Thailand. 

Delivered 12% growth in Thailand driven by advertising campaigns, in spite of a highly competitive market dominated by the well-established competitor brand. The campaigns developed for Thailand were subsequently rolled out to Malaysia, Singapore and Indonesia.

Senior Regional Brand Manager, Knorr SEA

Managed the Vaseline MEN platform; developed and executed launch of a multi-category men’s skin care range; and led the creation of a global trade identity for the total Vaseline brand. 

Launched one of the biggest initiatives of Unilever in male grooming – Vaseline MEN. The multi-category launch generated €15M incremental turnover in its first year. The launch first landed in Thailand, Indonesia, and India; the mix was subsequently rolled out to Vietnam, Philippines, and South Africa.

Developed a Global Modern Trade Merchandising Guide for total Vaseline. This entailed developing an in-store communication strategy, a standard look & feel on brand visuals, and modern trade POP structures to premiumise the image and elevate the relevance of Body Care.

Global Brand Manager, Vaseline Men

Led the €30M Vaseline Healthy White platform in Asia. Main deliverable in this post was to turn around the decline in our skin lightening business in Thailand and regain market share that was lost to Nivea and local brands. 

Key achievements: 
• Re-launched Vaseline Healthy White with a proposition that provided a superiority story for the brand vs. competition and was aligned with the global brand key. The re-launch resulted in a +6% share turnaround in Thailand within 18 months.
• After the successful launch rolled out the mix into other SEA markets, and subsequently to India (+ €5M), Mexico (+€1M), and Hong Kong (+€1M).

Regional Brand Manager, Vaseline Asia

• Develop product innovations for VASELINE lotion to be rolled out in Asia and lead the regional project team to deliver the innovation projects on time to the countries in the region.
• Assist the Regional Brand Director in developing regional brand communications and activation.

Regional Assistant Brand Manager, Vaseline Asia

• Lead brand activation projects and support the Brand Manager in delivering new product launches.
• Manage brand operations and developing tactical action plans to address monthly brand issues.

Assistant Brand Manager, Close-Up

• Lead new product innovation and on-ground brand activation for the leading kids ice cream brand, PADDLE POP.
• Assist the Brand Manager in managing brand operations e.g. monthly sales and demand forecasting, budget planning, and brand performance monitoring/reporting.

Brand Assistant

Head of Large Format Print Marketing | Greater China, Greater AsiaPac and India at HP

• Insight-driven brand builder with strong marketing acumen honed from working in FMCG, Consumer and B2B Tech, plus a stint in the Non-Profit Sector 
• Leadership experience in marketing strategy and budget planning at country, regional, and global scales
• Ability to navigate multi-cultural and virtual teams, and to simplify ways-of-working in a matrixed organization 
• Expertise in the Asia Pacific region, with recent exposure to Europe and US markets

Marketing Strategy | Brand Development | Content & Creative Development | Budget Planning | Media & Channel Execution | Project Management | Stakeholder Management | Cross-Functional Teams

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