Cadeo Yan

Responsibilities:

• Orchestrated strategic marketing initiatives across Pacific and Southeast Asia regions, ensuring alignment with business priorities and identifying market growth opportunities. Demonstrated strong business acumen by developing tailored marketing action plans that bridge gaps and drive business growth.
• Managed field marketing efforts, including in-person and online events, customer engagements, and the creation of marketing materials such as case studies and brochures.
• Led integrated marketing campaigns, showcasing effective project management, communication skills, and stakeholder engagement. Coordinated with a diverse range of internal and external parties, reporting directly to the APAC Marketing Director and maintaining a dotted line to the General Managers of Southeast Asia and the Pacific.
• Executed lead generation campaigns through content creation, leveraging websites, SEO, and paid channels. Possess hands-on experience with marketing automation tools, including Pardot.
• Spearheaded brand positioning and customer experience initiatives for local offices and showrooms, facilitating the integration of newly acquired brands and executing comprehensive brand integration following mergers and acquisitions, enhancing presence across various platforms.
• Mentored two junior team members, fostering their professional growth and contributing to team development.

Key Contributions & Achievements:

• Served as a core team member in the accelerated office relocation and branding project, aimed at reinforcing regional commitment and enhancing collaboration among ecosystem customers and partners. The project was completed in just 24 days to coincide with the global CEO's visit, significantly improving the branding of the Singapore business and powering the new Open Blue Innovation Centre—a key customer touchpoint—through a strategically planned customer journey. This achievement earned the team an APAC Special Accomplishment Award.
• Executed seven trade and industry events across the region, enhancing the brand's market presence and improving client engagement. Positioned the event as a focal point, integrating digital and social channels to amplify reach. Utilized CRM tools to track metrics, analyze results, nurture leads, and build pipelines. Most recent event, Data Centre World 2014, included a JCI-curated networking night, attracting over 150 key decision-makers, including 10% from the C-suite, with an estimated potential pipeline of $90 million.
• Refined customer engagement strategies and digital marketing processes, successfully recovering an average of 300 lost leads per month while optimizing lead capture and conversion rates.
• Revitalized the case study portfolio by developing five new case studies after a two-year hiatus, creating new sales and marketing materials, and enhancing various marketing content to align business value propositions with target audience needs, demonstrating a deep understanding of market dynamics.
• Played an instrumental role in the success of two major M&A projects in Australia, supporting the communications and marketing plans and earning recognition for exceptional contributions to the team.

Responsibilities:

• Led the transformation of the marketing department to align with business goals, focusing on the integration of marketing automation, website redevelopment, and corporate branding.
• Overhauled the marketing automation system to introduce efficient and cost-effective tools and processes, enhancing the adoption of advanced marketing strategies, improving lead generation and ROI tracking, and implementing governance mechanisms.
• Directed website redevelopment, updating content and reorganizing pages based on foundational SEO principles to enhance the customer digital journey and improve engagement across multiple touchpoints.
• Collaborated with an agency to drive corporate rebranding initiatives, reinforcing the company's brand identity and presence in the market.

Key Contributions & Achievements:

• Successfully revamped the marketing automation infrastructure, leading to more effective marketing strategies and improved measurement of lead generation and ROI.
• Executed a comprehensive website redevelopment project that significantly improved user experience and engagement, integrating both digital and traditional marketing elements.
• Enhanced corporate brand identity and market positioning through strategic rebranding efforts, resulting in a more coherent and impactful brand presence.

Responsibilities:

• Reported to Global Marketing Lead and Managing Director of APAC, initiating and leading marketing campaigns to support business objectives in dynamic and competitive APJC region.
• Developed and implemented digital strategies in Japan and China, collaborating with local teams and agencies to optimize digital and social media platforms like WeChat and Weibo, achieving significant growth in follower count and engagement.
• Pioneered SEO improvements for Australian and New Zealand corporate webpages, later adapting these strategies for markets in Singapore, China, and Japan.
• Led strategic marketing initiatives, working closely with Global team, Website Development Team, and PR Media Buy Team for paid digital promotions across various platforms.
• Identified and capitalized on opportunities to develop new pipeline building and lead nurturing plans, particularly during pandemic, to ensure business continuity.
• Executed account-based marketing strategies for top-tier prospects in Australia, New Zealand, and Singapore, resulting in significant deals and pipeline growth
• Collaborated with internal commercial teams to streamline marketing processes using tools like Salesforce and Marketo, enhancing lead tracking and nurturing.

Responsibilities:

• Spearheaded the exhibition sector of the marketing department, orchestrating large-scale physical and online events, including trade shows with over 40 booths and executive meetings with up to 1,500 attendees.
• Facilitated collaboration with event agencies, venues, and media and creative teams to deliver successful events.
• Managed project timelines and budgets, liaising with Japan HQ, APAC senior management, and other stakeholders to drive campaign and project execution.
• Executed comprehensive digital marketing, branding, and communications campaigns across nine business units, leading content creation and branding efforts.
• Developed event microsites, oversaw website content, and crafted telemarketing scripts and sales/marketing materials, including videos, brochures, and social media content.
• Collaborated with creative agency to develop eye-catching marketing materials that resonated with target audiences and drove brand awareness.
• Worked closely with Sales and Development teams to craft go-to-market strategies and launch new products.
• Initiated and improved customer and partner satisfaction programs, enhancing engagement and providing insights for business optimization.

Key Contributions & Achievements:

• Honored with the NEC Innovation Staff Award for pivotal contributions to the SMRT Smart Interchange project, highlighting marketing excellence and innovative project management.
• Created comprehensive corporate brochures for all Singapore operations and eight business units, incorporating market trend adaptations and aligning with five-year business growth strategies.