• Being part of GC Leadership management team, to fully understand China business needs & priorities to define overall marketing goals and objectives, developping marketing strategies and implement into action plans accordingly. • Work closely with global Marketing Campaign Managers at Headquarters to transcreate/integrate the global plans with regional communication and demand generation plan. • Drive ABM (Account Based Marketing) plan for up-sell and cross-sell business by working… Show more • Being part of GC Leadership management team, to fully understand China business needs & priorities to define overall marketing goals and objectives, developping marketing strategies and implement into action plans accordingly. • Work closely with global Marketing Campaign Managers at Headquarters to transcreate/integrate the global plans with regional communication and demand generation plan. • Drive ABM (Account Based Marketing) plan for up-sell and cross-sell business by working with internal sales team and make full use of installbase program, tech refresh program, etc. • Create a brand new digital marketing infrastructure from scratch, such as building up thousand registrations of virtual forum, webinar expansion, Chinese website speed acceleration, paid search, media buy, etc to generate demand of white space and net new market. • Social media enhancement: choose right content strategy to deliver right message to right target audience at right time. • Manage, plan, communicate and execute MDF funding and activities with partners.• Public Relation coverage and routine press release in China. • Award of “Best Social Media & Digital Marketing Excellence” by “The 8th CMO Asia Awards” in 2017 in Singapore; Award of “Best Multi-Channel Integrated Marketing Campaign” by CMO Asia Magazine in 2018 in Singapore; • FY20 Marketing Award of "Role Model of Company Value" by CMO of Palo Alto Networks and FY18 APJ Marketing Recognition Awards by Palo Alto Networks. Show less

-Branding *Brand awareness (Share of Ink vs Share of Voice) in China*Brand familiarity development in Account Base Marketing (ABM) *Annual Unaided Brand Survey on Storage Project with Nielson -Digital Marketing*Establish digital marketing ecosystem and build up virtual infrastructure for NetApp China, which results in $1.5M to $2M pipeline per quarter*Use online tactics (eDM, Webinar, Webcast) to acquire and nurture target audience from end to end *Paid media… Show more -Branding *Brand awareness (Share of Ink vs Share of Voice) in China*Brand familiarity development in Account Base Marketing (ABM) *Annual Unaided Brand Survey on Storage Project with Nielson -Digital Marketing*Establish digital marketing ecosystem and build up virtual infrastructure for NetApp China, which results in $1.5M to $2M pipeline per quarter*Use online tactics (eDM, Webinar, Webcast) to acquire and nurture target audience from end to end *Paid media, Paid search, Social Media integration & execution-Customer Reference*Customer reference process optimization and assets creation: news release, successful story, video, social media kit*End-to-end case study management, from internal to external*Global Epic Story program in China-Demand Generation*Drive demand through various vehicles and engines, both online and offline*Pipeline measurement, ROI & telemarketing review*Lead policy and score management till Automated Qualified Lead occurred- Channel Communication * Communicate key channel partners (Registered/Silver/Gold/Platinum/Star) through PartnerTap meeting, Monthly Newsletter, Partner Community, Partner WeChat, PartnerNetApp.com portal - Channel Enablement* Create tools to enable Fier 1 & 2 partners through various trainings from internal NetApp University to external technical workshop* Coach partner how to prepare marketing plan with limited MDF and the way of measuring effective result. - Partner Led Demand Generation *Manage “Partner Demand Center” by leveraging telemarketing and marketing automation service to generate leads from MDF activity. *Fully engaged into channel business plan so as to cook corresponding channel marketing program, entry level product volume selling purpose, *Tier 2 targeted channel recruitment initiative nationwide.- Alliance Marketing *Search for joint marketing activities online and offline with key alliance partners, SAP, Cisco, Citrix, VMware, Microsoft, RedHat, Ali Cloud. Show less

- Oversee regional creative development under transcreation model *Communicate global campaign deliverables with region/country from agency brief to GHO. *Gather and synthesize regional input, feedback and drive decision making *Communicate all required region/country inputs for 360 connection planning with global team; *Organize, facilitate, review and approve APJ transcreation and new country specific requests;- Brand steward *Brand guidance, creative platform… Show more - Oversee regional creative development under transcreation model *Communicate global campaign deliverables with region/country from agency brief to GHO. *Gather and synthesize regional input, feedback and drive decision making *Communicate all required region/country inputs for 360 connection planning with global team; *Organize, facilitate, review and approve APJ transcreation and new country specific requests;- Brand steward *Brand guidance, creative platform, strategy, vehicle initiatives socialization in the region *Region/country market uniqueness, strategy, research socialization back to global brand team;- Transcreation agency management *Onboarding transcreation agency, and continue to drive quality work *Transcreation agency capacity, budget, SOW management; Show less

-Marketing program design & execution for EMC industry segments, covering Telecommunications, FSI and Public nationwide.1) Closely work with industry VPs & BDs to initiate and develop marketing plan that aligned with Enterprise Business Goals.2) Creating leads from various industry demand generation programs and following through Telemarketing team to qualify the lead. 3) Delivering qualified leads to sales team and monitoring the whole process until it’s converted into… Show more -Marketing program design & execution for EMC industry segments, covering Telecommunications, FSI and Public nationwide.1) Closely work with industry VPs & BDs to initiate and develop marketing plan that aligned with Enterprise Business Goals.2) Creating leads from various industry demand generation programs and following through Telemarketing team to qualify the lead. 3) Delivering qualified leads to sales team and monitoring the whole process until it’s converted into opportunity (Salesforce lead management)4) Assess new potential market and collaborate with industry sales team to understand first hand information on their Enterprise customer’s needs & wants.5) Tied up with product marketing team to work out product positioning message and solution contents.6) Interactive marketing tools design & implementation, such as advertising, case study, EMC printed ON magazine, EMC E-ON website, EMC CN portal, eDM, DM, Webinar, Webcast, etc. to ensure communication reaches and attracts target audience. -Responsible for EMC Enterprise products -Joint marketing event with alliance partner, e.g. Cisco, Brocade. Quantum.-Agency management to make sure marketing program well implements.Digital Marketing Wise - Develop an integrated strategy across paid, owned and earned 3rd party media and online portals.- Initiate SEM strategy and execution plan for low & middle end and Backup recovery solutions.- Interactive marketing tactics design and management on eDM series (launch eDM, thank-you, miss-you), landing page, webinar and webcast- EMC China website traffic improvement- ROI evaluation on end-to-end online campaign. Rate tracking from delivery,open, click-through, conversion, to reach, attract, response, register and final attendee status. Show less

Overall Marketing Tasks- Brand marketing activities nationwide, such as seminar, workshop, road show, trade show, etc. including pre-event planning, on-site execution, post-event management.- Alliance marketing with partners of ISV & IHV, e.g. EMC, IBM, Dell, Symantec, CA, Brocade, Sony, etc.- PR marketing, such as articles’ compiling, publishing and clippings, press conference, special column writing, case studies, solution analysis in major vertical publication and top leading IT… Show more Overall Marketing Tasks- Brand marketing activities nationwide, such as seminar, workshop, road show, trade show, etc. including pre-event planning, on-site execution, post-event management.- Alliance marketing with partners of ISV & IHV, e.g. EMC, IBM, Dell, Symantec, CA, Brocade, Sony, etc.- PR marketing, such as articles’ compiling, publishing and clippings, press conference, special column writing, case studies, solution analysis in major vertical publication and top leading IT Medias as well as reputable online portals. - Channel marketing with VARs (Premier reseller / Registered reseller / Distributor / SI) in terms of:- Channel recruitment: work with Channel director to setup channel recruitment strategy and implement via recruitment seminar, roadshow activities. - Channel development: certificate training, product training, partner marketing training, setup tools and guidance, seminar-in-a-box, etc.- Channel management: quarterly incentive program, coop fund management, partner renewal/removal evaluation - E-marketing in terms of online database creation & maintenance, online advertisement campaign, monthly channel & company newsletter compiling & distribution (EDM), webinar training arrangement, etc. - Web marketing, e.g. website setup and running, daily maintenance, local webpage design, etc.- Communicate with corporate marketing team on generic marketing program localization that suitable into local market. Show less