Responsibility for Easycrypto's global brand and marketing strategy, go-to-market and new user acquisition strategy, integrated marketing communications while facilitating Easycrypto's global marketing resourcing and capability.

Responsibility for Brand strategy, Product Marketing, IMC (Digital, events, customer & partner enablement), Business Operations (quota, segmentation, channel and territory partnerships, org design, business rhythms, scorecard mgt etc.), Compete (understanding and optimising vs competitive landscape), Customer & Partner experience & communications (external & internal).

Established and led Huawei’s APAC Marketing HQ across each marketing vertical contributing towards APAC brand and business growth objectives. Actively involved in priority APAC countries, establishing the brand and marketing strategy and SOP, resourcing and investment planning, laddering up to regional and global marketing.

Established and led across all functions from digital, advertising, brand, communications, through to trade marketing. Immediately contributed towards the growth of Huawei’s smartphone business. In 2016, achieved number 3 market share position.

Led brand, marketing and communications initiatives across all LG product categories across B2B and B2C product groups (TV / AV / Mobile / B2B and B2C Display and IT / Home Appliances / Laundry / Refrigerator / Small Appliances). Forged strategic business and brand partnerships that contributed towards market differentiation and revenue growth- Partnered with Microsoft for the introduction of LG TV and XBOX One- Brand partnership with Hoyts Entertainment Group and 20th Century Fox- Achieved #2 TV market share - Launched world’s first curved OLED TV- Secured Canstar Blue Innovation Excellence Award 2014: LG OLED TV- Secured Canstar Blue Most Satisfied Customers 2014 Award: LG Dryers- Managed LG’s major sponsorship of the ICC Cricket World Cup 2015 Australia/NZ

End to end accountability for product profitability with strategic input in pricing, sales plans and in leading marketing and supply chain verticals. Established Samsung’s television and AV business both B2B and B2C. Established the team responsible for television and audio visual product management and marketing. Launched Smart TV and 3D TV category. Secured number 1 market share for TV sales 2010 and 2011. - #1 LCD & LED TV market share (2010 | 2011 | 2012)- #1 home-entertainment systems market share (2011)- #1 total TV market share (2010 | 2011 | 2012)- Launched 3D TV and Smart TV- Content partnerships development for Smart TV and AV platforms

Managed trade marketing and retail, digital, ecommerce including implementing core marketing campaigns that contributed to revenue metrics. Managed marketing services across the lifecycles within each product group: Television (BRAVIA), Audio-Visual, Digital Imaging, Personal Audio (Walkman), VAIO notebooks, Recording Media and Consumables.- Established strong, collaborative relationships with Sony internal functions (Marketing program leaders, Sales, Customer Communications Marketing- Development and implementation of Sony loyalty programs- Led Sony field services team to provide retailer and trade marketing services including retail activation- Managed development of Sony retail store fronts and store-within-stores- Managed Sony's retail, experiential and consumer promotional campaigns for all product groups- Sony consumer marketing campaigns management- Retailer communications, in-store product, display and asset management- Business planning and budgeting activities- Business performance analysis and optimisation of marketing and operations activities (campaigns, ROI)

Managed Sony's audio-visual portfolio of products including television, home cinema projector, Blu-ray and DVD visual products. Successfully introduced Sony’s Grand WEGA and BRAVIA LCD products including the development and introduction of the first digital TVs. • Launched Sony BRAVIA LCD and LED Television• Launched Sony Grand WEGA and 2K LCD projection TV• Launched Blu-ray devices product category • Developed Sony commercial and hospitality display business• Introduced the first digital TVs by Sony• Achieved #1 TV market share projection TV 2004 - 2007• Achieved #1 TV market share LCD TV 2004 - 2006• Achieved #1 market share DVD 2005 - 2006

Assumed responsibility as Sony's technology communications lead managing all aspects of product and technology training – internal and external. Developed e-learning training program to facilitate product knowledge development for Sony retailers and trade partners. Managed product training team to facilitate effective retailer and customer product training.• The first to successfully introduce digital learning platform to facilitate product training and development • Product and technology training development and execution for internal and external customers• Facilitated product and technology communications in conjunction with regional head office and Tokyo

Beta Gamma Sigma Lifetime Member