Profile

I am a proven marketing leader with over 20 years experience in multinational corporate, start-up and scale-up technology and tech-enabled companies.

I have a proven track record in driving effective Go-To-Market (GTM) strategies that deliver substantial growth in Annual Recurring Revenue (ARR), and that have led to successful acquisition or investment funding. I have demonstrable expertise in working cross-functionally at an international level, collaborating with investors, executive leadership, and marketing colleagues. I have led multinational and multidisciplinary marketing teams focused on acquisition, growth, and retention across all marketing disciplines.

My passion for implementing advanced AI and machine learning (ML) into marketing has enabled me to address two major challenges: getting the right content to the right person at the right time, and accurate marketing attribution. This AI-driven approach has effectively informed resource allocation and investment decisions for acquisition, growth, and retention strategies. I am also a graduate of the MIT Artificial Intelligence and Machine Learning Program (MIT-Institute for Data Science and Society focused on Generative AI, NLP, and Deep Learning/Neural Intelligence).

Experience Overview

• Company Profile: Domestic and international publicly listed, Private Equity, and Venture Capital-backed Tech and Tech-enabled start-ups, scale-ups and large corporates;
• Domain Expertise: Deep knowledge in AI/ML, MarTech, Telco, B2B, B2C and B2B2C SaaS, Cybersecurity, Fintech, and Cloud Computing;
• Situation:  Turnaround, Scale-Up, Growth, Trade Sales, Transformation, Digitalisation, new product or market launch, with Board and investors-level reporting accountability;
• Roles:  CMO, VP Marketing, Advisor, Board Advisor;
• Teams:
  • Size:  Recruiting and managing multinational, multidisciplinary teams from 0 to 40 direct, indirect, off shored and matrix teams;
  • Functions:  Data Marketing, Data Science, UX/UI Design, Partner/Alliance Marketing, Product Marketing, Content, Campaign Management, Performance, and Field/Event Marketing functions;
• Investor Profile:  Participated indue diligence, trade sales, VC funding rounds, or further PE investments.

Executive Skills

• Marketing Transformation: Specialist in building, turning around, and scaling marketing functions for strategic growth;
• Leadership: Collaborative leadership experience with Senior Leadership Teams, Board Members, and Investors;
• International Marketing: Skilled in executing multinational marketing programs, campaigns and field activities;
• Start-Up and Scale-Up Agility: Equally adept at building marketing functions from the ground up and navigating complex international matrix organisations;
• Data and Operational Management:  Sourcing data, defining key metrics, OKRs/KPIs and formalising a reporting process;
• Budget and P&L Management:  Managed budgets ranging from no budget, shared budgets and marketing budgets up to $5m;
• Growth: Successfully spearheaded ARR growth (10x) leading to trade sales and further VC funding.

Technical Skills

• Artificial Intelligence: Expert in deploying AI and ML for data-driven campaigns and events, leveraging performance metrics to drive strategic and collaborative GTM planning and execution;
• Data Analysis, Digital Marketing and Marketing Automation: Extensive experience managing SEO, SEM, and social media channels, and implementing CRM/Marketing Automation platforms such as Google Marketing Suite, SalesForce, HubSpot, Pardot, and Marketo;
• Brand and Campaign: Led major rebrand and communication initiatives including design using integrated digital strategies in online and offline environments such as social media, advertising Campaigns, Print & Digital Activation;
• Partner and Advocacy Marketing: Developed and launched community products and forums focused on Developer and Security audiences to increase product adoption and engagement;
• Account-Based Marketing: Proficient in Waterfall demand generation models and ABM tools, including DemandBase, 6Sense, and Priority Engine;
• UI/UX: Significant leadership experience in UX/UI management, web design, and software product design;
• Metrics:  Tableau, Domo, Google Looker Studio and other reporting and data representation tools.