ALAN CHEN CHEE KEONG
Summary
A seasoned professional with more than 10 years of broad-based experience in Business Management, Program Management, Marketing and Sales couple with strong work ethic with an entrepreneurial spirit. Known for developing strong collaborative working relationships in a multinational and multicultural environment. Adept at problem solving, meeting tight deadlines and producing quality work under pressure. Experienced in building customer journey utilizing digital and marketing automation, leveraging data to make strategic marketing decisions. Marketing professional prepared for impactful roles within dynamic environments. Extensive experience in optimizing marketing workflows and improving campaign efficiencies. Known for collaborative approach and result-oriented mindset, ensuring adaptability to evolving market demands. Expertise in project management and marketing automation.
Overview
25
25
years of professional experience
Work History
APJ Marketing Operations Manager
Adobe
03.2022 - Current
- Collaborate closely with cross functional regional and global team on CRM projects, architecture, data flow and processes
- Understand the business processes tied to data flows
- Identify process gaps resulting in data gaps, and vice-versa, and work cross-functionally to propose improvements
- Develop and maintain high-quality prospect and customer databases through data enrichment, lead scoring, and segmentation
- Drive lead management and routing process updates
- Support the e2e Lead Management (SFDC) process including lead loading, routing, scoring processes
- Support regional team priorities, engage global teams to ensure APAC is leveraging latest Best Practices with global systems & processes
- Work with the reporting & insight team to ensure that marketing campaigns are accurately reflected in Marketing Management System & live campaign reporting
- Act as business data steward, record business rules, data standards and quality requirements and activities required on existing practice and recommend functional improvements to be feed into Global teams
Running Family Business
01.2020 - 02.2022
GTM Planning & Operations Manager
Veeam Software
04.2019 - 10.2019
- Develop the strategy and planning process to ensure the organization is efficiently sound leveraging all available data to monitor the performance of our business, in particular the lead funnel efficiency end-to-end
- Ensuring operational efficiencies/tools are in place to support the organization
- Monitors, measures, and analyzes the effectiveness of marketing initiatives and programs
- Delivers key insights and recommendations that optimize the performance of the marketing department and marketing programs/campaigns, and assists the marketing department as a whole in the achievement of its goals
- Maintains campaign plans in order to facilitate easy reporting on program and campaign effectiveness
- Provides the marketing team with ongoing analysis to optimize ROI of programs
- Drives monthly/quarterly/annual marketing metrics reviews
- Works closely with the VP of Marketing and key stakeholders in formulating and approving various marketing strategies, approaches, and campaigns prior to their launch
Marketing Operations Manager, ASEAN
LENOVO SINGAPORE PTE LTD
05.2017 - 03.2018
- Drive overall marketing budget and management for the Marketing organization
- Manage co-marketing projects with alliance partners with investment budget and reimbursement programs
- Assist in driving the BMS cadence and managing the marketing scorecard by tracking results against KPIs
- ROI analysis from marketing campaigns to Leads to Sales Opportunities to Revenue generated (SFDC)
- Create and manage an operating model by utilizing existing and creating new business processes as appropriate
- Drive procurement execution according to company rules and processes
- Drive Marketing Automation (eloqua) process
APAC Field Marketing Operations Manager
AUTODESK ASIA PTE LTD
10.2010 - 04.2016
- Manage process migration for Marketing Automation tool (APRIMO to MARKETO)
- Manage business processes and systems utilized by Marketing, Sales and Channels
- Asia Pacific ownership of Field Marketing Operations process and Data Steward
- Lead cross-functional team in implementing the Response Management process
- Manage issues and requirements in APAC with WW for resolutions and future enhancement
- Drive process improvements in the region workflow to gain greater efficiency
- Work with regions to ensure existing policies can meet region marketing needs
- Drive the data enrichment process and practice for APAC
Regional Program Manager, APJ Partner Sales Support (Asia Pacific)
HEWLETT-PACKARD ASIA PACIFIC PTE LTD
07.2003 - 09.2010
- Drove Promotions Communications Compliance across the region
- Led cross-division functional teams on operational and process improvement projects
- Drove strategic and practical solutions across all segments to enhance partners’ experience
- Designed and aligned with the business on opportunities to improve program effectiveness
- Engaged with Business Stakeholders to design and report program effectiveness metrics
- Managed programs and projects to enable implementation of ad hoc regional projects
Marketing Manager, Internet Initiatives (Asia Pacific)
AUTODESK ASIA PTE LTD
11.2000 - 06.2003
- Asia Pacific Champion for Global Marketing initiatives
- Managed and configured Global Marketing System, APRIMO, rollout for Asia Pacific
- Matrix managed Geo to invest in store marketing and monitor the budgets allocated
- Developed Autodesk eMarketing strategy for eBusiness initiatives
- Responsible for achieving US 600K target in FY03 and US 1 million in FY04
eBusiness Process Manager (Asia Pacific)
LYCOS ASIA PTE LTD
04.2000 - 09.2000
- Defined eBusiness processes required to implement eCommerce capabilities in Asia Pacific area
- Championed CRM efforts throughout the eCommerce initiatives
- Developed processes for the support of eCommerce initiatives with business partners
Education
Bachelor of Engineering - Electrical, Electronics Engineering Technologies
University of Edinburgh, Scotland
United Kingdom07.1997
Skills
- Data-driven decision-making
- CRM Management
- Performance Analysis
- Cross-Functional Collaboration
- Campaign Management
- Project Management
- Customer Relationship Management (CRM)
- KPI Tracking
- Marketing campaigns
- Data Analytics
- Teamwork and Collaboration
- Problem-Solving
Awardsandqualifications
- Bachelor of Engineering (Honours) Electrical / Electronic Engineering, University of Edinburgh, Scotland, UK, 1994-1997
- Diploma in Electrical Engineering, Ngee Ann Polytechnic, Singapore, 1988-1992
Previous Experience
- Compaq Computer Asia/Pacific Pte Ltd, Product Configuration Engineer, ECommerce (Asia Pacific), 03/01/99, 03/31/00
- ABB Industry Pte Ltd, Application Engineer, Pulp & Paper Drives (Asia Pacific), 01/01/98, 02/28/99
Timeline
APJ Marketing Operations Manager
Adobe
03.2022 - Current
Running Family Business
01.2020 - 02.2022
GTM Planning & Operations Manager
Veeam Software
04.2019 - 10.2019
Marketing Operations Manager, ASEAN
LENOVO SINGAPORE PTE LTD
05.2017 - 03.2018
APAC Field Marketing Operations Manager
AUTODESK ASIA PTE LTD
10.2010 - 04.2016
Regional Program Manager, APJ Partner Sales Support (Asia Pacific)
HEWLETT-PACKARD ASIA PACIFIC PTE LTD
07.2003 - 09.2010
Marketing Manager, Internet Initiatives (Asia Pacific)
AUTODESK ASIA PTE LTD
11.2000 - 06.2003
eBusiness Process Manager (Asia Pacific)
LYCOS ASIA PTE LTD
04.2000 - 09.2000
Bachelor of Engineering - Electrical, Electronics Engineering Technologies
University of Edinburgh, Scotland
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