Freshworks

Reporting to the Chief Customer & Marketing Officer, responsible for establishing a new organization focused on developing customer-led growth initiatives to support customers across their entire journey with Freshworks from product adoption, retention, advocacy and ultimately creating customers for life. My teams’s remit includes the following functions:

- Lifecycle & Retention Marketing
- Customer Advocacy
- Community
- Customer Education
- Voice of Customer
- Customer Comms

Vice President of Customer Engagement

Product Marketing Alliance

Course creator & instructor for several Customer Marketing & Advocacy courses across Product Marketing Alliance, Customer Success Collective, and Customer Marketing Alliance including:

📖 Customer Advocacy Certified Masters
📚 Customer Advocacy Strategic Framework
🎖 The Customer Retention Blueprint
🛠 The Customer Advocacy Martech Toolkit
🔢 Customer Advocacy Metrics Advanced

Course Instructor

Reporting directly to the Chief Customer Engagement & Marketing Officer responsible for the following areas: 

- Customer Experience
- Voice of the Customer Programs
- Customer Marketing & Advocacy
- Retention Marketing
- Customer Communications

Sr. Director of Global Customer Engagement

Leading a newly formed organization responsible for reimagining global customer engagement programs across F5. My team's remit includes:
- Customer Marketing & Advocacy
- Experiential Marketing 
- Customer Communications

Sr. Director of Customer Advocacy & Experiential Marketing

California State University - East Bay

Advisor for California State University, East Bay's Customer Experience (CX) Program. Customer Experience has never been more important in shaping the ways organizations transform their businesses and serve their customers. As an Advisor for the program, I will provide ongoing feedback, thought leadership and industry experience in how we can continue to reimagine the CX discipline while also learning from my peers.

Advisor, Customer Experience (CX) Program

Captivate Collective

Vision Board Member helping to drive awareness of Customer Marketing and Advocacy industry best practices and resources to help practitioners thrive in their careers.

CMA Vision Board Member

Adobe

LEADER IN CUSTOMER ADVOCACY 
♦ Responsible for driving customer advocacy initiatives across the entire Adobe Experience Cloud business. This includes overseeing: 
- Experience Makers
- Community
- Adobe User Groups (AUGs)
- Peer Generated Reviews 
- Adobe Champions
- Experience Makers Leadership Roundtables
- Customer Stories (Case Studies & Video Testimonials)
- Adobe Experience Maker Awards
- And much more

♦ Concept-to-completion driver for the Advocate Nation program, bringing together key customers to drive advocacy for Adobe; 50% growth within the first 90 days of launch; 25% advocate growth YOY

♦ Customized premium executive customer programs such as the Executive Advisory Board (EAB) including high touch in-person strategic engagements with 15-20 executive customers for feedback and knowledge sharing

♦ YoY event execution for Adobe Summit conference including supporting speaker selection, community engagement, Experience Maker Awards, and ancillary customer events & programs 

♦ Positively transformed an elite group of customer  advocates into brand ambassadors to promote product adoption, knowledge sharing and best practices to help customers thrive

ACHIEVEMENTS: 
(1) #1 on the TOP25 Customer Marketing & Advocacy Influencers
(2) FINALIST: Executive Leader of a Community Team
(3) FINALIST: Community of The Year
(4) WINNER: Advocate Marketer of The Year
(5) WINNER: Advocate Marketing Program of The Year
(6) FINALIST: Biggest Impact on Customer Experience
(7) WINNER: Best in Class Customer Advocacy Program
(8) WINNER: Exceptional Customer Advocacy Alignment

Global Head of Customer Advocacy

LEADER IN CUSTOMER ADVOCACY 
♦ Concept-to-completion driver for the Advocate Nation program since 2018, bringing together key customers to drive advocacy for Marketo; 50% growth within the first 90 days of launch.

♦ Oversee core advocacy programs including Marketo User Groups (MUGs), Voice of the Customer (3rd Party Reviews & customer feedback), reference program, customer case studies and video testimonials, Purple Select (Influitive online community), and more.

♦ Customized premium executive customer programs such as the Executive Advisory Board (EAB) including a 2-day retreat in Napa Valley, CA with top 15 strategic customers for knowledge sharing; successfully created agenda, selected board members, gathered pre & post feedback for internal consumption and utilization of concepts

♦ Executed event management functions at the Marketing Nation at Adobe Summit conference (16,000+ conference) including speaker selection, Revvie Awards application process, ancillary customer events & programs 

♦ Positively transformed 40 elite MARKETO customers as brand ambassadors to promote product adoption, knowledge sharing and best practices for the MARKETO Champions Program

ACHIEVEMENTS: 
(1) Winner of 2 industry awards for best in class customer advocacy programs; (2) Advocate Nation (50% growth within the first 90 days); (3) Marketo Champion (4x increase in the number of applicants YOY); (4) Fearless 50 program; (5) Executive Advisory Board (6) Reference Program (Tens of Millions in Impacted Revenue YOY)

Head of Customer Advocacy (Marketo, an Adobe Company)

LEADER IN CUSTOMER ADVOCACY 
♦ Concept-to-completion driver for the Advocate Nation program since 2018, bringing together key customers to drive advocacy for Marketo; 50% growth within the first 90 days of launch.

♦ Oversee core advocacy programs including Marketo User Groups (MUGs), Voice of the Customer (3rd Party Reviews & customer feedback, reference program, customer case studies and video testimonials, Purple Select (Influitive online community), and more.
  
♦ Customized premium executive customer programs such as the Executive Advisory Board (EAB) including a 2-day retreat in Napa Valley, CA with top 15 strategic customers for knowledge sharing; successfully created agenda, selected board members, gathered pre & post feedback for internal consumption and utilization of concepts

♦ Executed event management functions at the Marketing Nation at Adobe Summit conference including speaker selection, Revvie Awards application process, ancillary customer events & programs  

♦ Positively transformed 60 elite MARKETO customers as brand ambassadors to promote product adoption, knowledge sharing and best practices for the MARKETO Champions Program

ACHIEVEMENTS: 
(1) Winner of 2 industry awards for best in class customer advocacy programs; (2) Advocate Nation (50% growth within the first 90 days); (3) Marketo Champion (4x increase in the number of applicants YOY); (4) Fearless 50 program; (5) Executive Advisory Board (6) Reference Program ($9.5+ Million in Impacted Revenue)

Senior Manager, Customer Marketing (Marketo, an Adobe Company)

Marketo, an Adobe Company

LARGE-SCALE INDUSTRY LEADERSHIP & EVENT MANAGEMENT (MARKETING NATION SUMMIT)
♦ Orchestrated the Summit from inception-to-success, with 3x the number of executive attendees from 2016 and a goal to blend discussion of industry drivers, marketing strategy & operations, and thought leadership

♦ Surpassed the 500 executive attendee goal with nearly 1,000 registrations, and confirmed attendance of 600+ CMOs, achieving 15% of total attendance within a 90 day time frame

♦ Announced 2017 events: “Summit in a box” City tour, Exec Luncheons & Dinners and Executive Advisory Board Retreat

♦ Customized premium executive customer marketing programs such as the Executive Advisory Board (EAB) including a 2-day retreat in Pebble Beach, CA with top 15 strategic customers for knowledge sharing; successfully created agenda, selected board members, gathered pre & post feedback for internal consumption and utilization of concepts

ACHIEVEMENTS: 
(1) Marketing Nation Summit Executive VIP Experience (Drove 1k CMOs); (2) Marketing Nation Roadshows (2x increase in reg & attendance) (3) Executive Advisory Board (4) Marketo Champions (60 Person Elite Advocate Program) (5) Reference Program ($8+ Million in Impacted Revenue)

♦ Executed event management functions at the Marketing Nation Roadshow (Boston, Chicago, London); created agenda, selected speakers, drove attendance and worked with keynote speaker Seth Godin–73% attendance rate

♦ Positively transformed 60 elite MARKETO customers as brand ambassadors to promote product adoption, knowledge sharing and best practices for the MARKETO Champions Program

♦ Concept-to-completion driver for Executive Experience since 2017, 4 day event: Oversaw all aspects of transformational marketing, strategic communications and business optimization event in collaboration with thought leaders & influencers while successfully driving approximately 10% of conference attendance

♦ Delivered accelerated lead generation, client advocacy & event management

Senior Manager, Customer Marketing

NetBase Solutions, Inc.

CUSTOMER LIFE CYCLE MANAGEMENT | CLIENT ADVOCACY & RETENTION MARKETING 
♦ Perform an integral marketing management role while executing customer retention & advocacy operations, defining the customer value proposition and life cycle journey for various customer segments

♦ Work closely with celebrity and thought leaders such as Ayesha Curry (Food Network Star) Jeannie Mai (Co-Host of The Real), Robert Tercek (TED X Speaker), etc.

♦ Maintained full accountability for supervising end-to-end online content, case studies, video and website design while formulating all business agendas including 33 various segments focused on improving brand recognition, product expansion, and industry leadership for the inaugural NetBase LIVE 2016 event

♦ Architected promotional strategies, videos and cross-functional partnerships to increase brand exposure, target market engagement and product expansion 

♦ Organize social intelligence programs including the NetBase All-Star Academy from concept-to-completion and drove revenue generation while exceeding expectations in alignment with executive-level requirements

♦ Generated over $2.5M in business pipeline within limited timelines, utilized relationship management abilities to exceed company goals and achieve 30% of company’s actionable business referrals through MQL 

♦ Increased client engagements by 25% and maximized retention rates to 90%

♦ Pioneered development of 1st ever Net Promoter Score & advisory board programs for customer marketing, renewals and up-sells; increased customer satisfaction by 250%

♦ Cultivate and optimize customer retention strategies in alignment with industry best practices to maximize average customer value, minimize customer attrition & improve customer lifetime value

♦ Increase up sells and reduce churn for new products by 15-20% of total 12M renewal volume by proactively addressing all customer inquiries

♦ Successfully launched and on-boarded 70% of client base to enhance online community

★ Senior Marketing Manager, Customer Retention & Advocacy

CUSTOMER MANAGEMENT | CLIENT ADVOCACY & RETENTION | DIGITAL MARKETING 
♦ Perform an integral marketing management role while executing customer retention & advocacy operations and defining the customer value proposition as well as life cycle journey for customer segments

♦ Cultivate customer retention strategies in alignment with industry best practices to maximize average customer value, minimize customer attrition, improve customer lifetime value and acquire new customers while building long-term relationships with existing clientele 

♦ Generated $1M+ in business pipeline within limited timelines and utilized relationship management abilities to exceed company goals through 30% of company’s actionable business referrals via MQL 

♦ Increased client engagements 25% and maximized retention rates to 90%

♦ Execute Customer Life Cycle Management, Customer Retention Strategies, Customer Loyalty, and Customer Relationship Management

♦ Pioneered 1st ever Net Promoter Score & advisory board programs for customer marketing, renewals and up-sells; increased customer satisfaction by 250%

♦ Increase up sells and reduce churn for new products by 15-20% of total 12M renewal volume

♦ Manage online & offline marketing functions to elevate company’s digital expertise, presence & effectiveness while collaborating cross-functionally with talented teams

♦ Accelerate lead generation and client advocacy while reducing the sales life cycles through strategically planning and executing event marketing programs

♦ Successfully launched and on-boarded 70% of client base to enhance online community

♦ Employed customer lifetime value strategies and aided business development through new customer acquisition, brand referral & retention, and agency customer renewal / re-qualification

♦ Enhance brand image through design of influencer partner programs that drive sales and increase client co-marketing participation

♦ Utilize CRM, SalesForce & social media to determine campaign viability

★ Marketing Manager, Customer Retention & Advocacy

Breakthrough Solutions Inc.

DIGITAL MARKETING | SOCIAL MEDIA MARKETING | ADVOCATE MARKETING
♦ Developed innovative omni-channel marketing programs to build brand awareness, drive demand and retain clients for life. This included social media marketing, paid social, event marketing, influencer marketing, SEO, offline campaigns and more.

♦ Successfully enhanced readership to over 15 million through exclusive, innovative and unique social media marketing strategies across Facebook & Business, The Big G & Business, LI & Business, and Tweeting & Business

♦ Organically built Twitter following of 100k+, achieved Alexa rank of 200k, maximized Klout score of 80, and acquired 75% referral traffic through social media and organic search

♦ Acquire in-depth and industry leading Digital & Social Media Marketing acumen through professional coaching and mentorship from industry thought leaders including Mari Smith, Mike Stelzner, Tony Robbins, Brian Solis, Jason Falls, and Jay Baer

Digital Marketing Consultant

Quorum

BRANDING & ADVERTISING | SOCIAL MEDIA MARKETING | CAMPAIGN PLANNING
♦ Conceptualized, designed, developed and executed online marketing strategies to maximize digital/online campaigns and programs to meet strategic goals focused on revenue growth and ROI

♦ Performed strategic planning and execution of online marketing campaigns which increased in-site and referral traffic by 400% while enabling a 30% increase in new revenue opportunities

♦ Developed advocacy marketing programs resulting in 86% engagement among customer/partner base & increased 4.5/5 star reviews (Spiceworks) by 1350%; secured new references to reduce sales cycles from months to weeks

♦ Managed valued marketing channels and supported clientele with lead generation which included organic SEO, paid search, email marketing, and social media guerrilla marketing

♦ Enhanced community outreach through customer retention strategies such as social media marketing, capturing customer data, email marketing, cultivating customer loyalty schemes and delivering target-market focused services	

♦ Utilized advanced CRM techniques, benchmarking research & analysis, and KPI metrics to enhance websites 

♦ Strategically designed and managed webinars, whitepapers, infographics and case studies in alignment with customer expectations to enhance online presence within the SMB IT space

★ Online Marketing Manager

★ Kevin Lau is a customer marketing and advocacy expert with 13+ years of experience in leading and executing customer-led growth initiatives across various industries and markets. He is currently the Vice President of Customer Engagement at Freshworks, a leading provider of cloud-based customer and employee engagement software.

★ In his role, he is responsible for establishing a new organization that supports the entire Freshworks customer journey from product adoption, retention, advocacy, to ultimately creating customers for life. He leads a team of professionals across lifecycle and retention marketing, customer advocacy, community, customer education,  voice of customer, and customer communications. 

★ His core competencies include customer experience, voice of the customer, customer marketing and advocacy, retention marketing, lifecycle marketing, and customer communications. 

★ Kevin is also a course creator and instructor for several customer marketing and advocacy courses across various platforms and communities. He is passionate about empowering customers to achieve their goals and become brand advocates. 

★ Kevin has won multiple industry awards and recognition for his innovative and impactful customer engagement programs and strategies including:  

🏆 WINNER: TOP100 CMA Influencers (2024)

🏆 WINNER: Fearless 50 (2023)

🏆 WINNER: Exceptional Advocacy Practice (2022)

🏆 FINALIST: Advocacy Impact (2022)

🏆 WINNER: TOP25 CMA Influencers (2022)

🏆 FINALIST: Community of the Year (2020)

🏆 FINALIST: Exec Leader of a Community Team (2020)

🏆 WINNER: Advocate Marketer of The Year (2019)

🏆 WINNER: Advocacy Program of The Year (2019)

🏆 FINALIST: Biggest Impact on CX (2019)

🏆 WINNER: Best in Class Advocacy Program (2018)

🏆 WINNER: Exceptional Advocacy Alignment (2018)

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