Gina Chong
Singapore
Summary
Seasoned marketing leader with a distinguished 13-year career crafting and implementing dynamic marketing strategies that drive business expansion and brand recognition across the Asia-Pacific region. Renowned for leading high-performance teams to exceed objectives through innovative campaign management, strategic market entry, and effective stakeholder engagement. Proven track record of leveraging data-driven insights to enhance market share and revenue growth significantly. Exceptional communicator, skilled in aligning diverse teams with organizational goals to deliver outstanding results in market penetration and customer engagement.
Overview
15
15
years of professional experience
1
1
Certification
Work History
Field Marketing Manager, Asia & India
Backbase Asia Pacific Pte Ltd
2022.10 - 2023.10
- Spearheaded the development and execution of comprehensive regional marketing plans for Asia & India, ensuring alignment with global strategies and regional initiatives
- Led successful ABM and PR campaigns, established key performance indicators, and dynamically adjusted strategies in response to market and customer segment changes, optimizing budget allocation
- Designed and executed high-impact lead-generation campaigns, leveraging both digital and offline channels, significantly enhancing prospect and customer engagement
- Utilized Tableau, SFDC, 6sense, and Marketo to monitor campaign performance, contributing to improved brand awareness, conversion rates, and pipeline growth
- Collaborated effectively with internal and external stakeholders, driving the creation of joint campaigns and tailored events that facilitated sales access to targeted accounts
- Achieved a notable increase in Backbase LinkedIn followers by 2,000+ within a month, through strategic event collaborations
- Re-engaged a previously lost opportunity, leading to a successful executive roundtable event that advanced the prospect to the value demonstration stage, representing potential annual recurring revenue of 600K
- Organized and led major physical events, generating a combined annual recurring revenue value of 4.6 million.
Field Marketing Manager, SEA
OutSystems Singapore Pte Ltd
2022.04 - 2022.10
- Developed and executed demand generation and nurture campaigns, incorporating digital and offline marketing efforts, to support robust sales pipeline growth
- Implemented targeted Account-Based Marketing strategies, enhancing relationships with key accounts and supporting sales pipeline development
- Managed the SEA marketing budget effectively, executing strategic programs and collaborating with stakeholders to strengthen regional presence
- Oversaw the successful execution of events, surpassing KPIs by 25%, and significantly increased brand visibility across APAC, especially in Malaysia within 5 months.
Field Marketing Lead, Asia South, India, and ANZ Retail & Payments
Finastra International Financial Systems Pte Ltd
2019.10 - 2022.04
- Led the successful launch of the APAC region's first Retail Digital Banking Campaign within 6 months, achieving significant market penetration in greenfield markets amidst the pandemic
- This groundbreaking initiative not only expanded our customer database but also earned extensive media recognition for Finastra's Digital Banking solutions
- Its success served as a blueprint for subsequent campaigns that I led in Payments and Lending
- Directed the APAC Marketing initiatives single-handedly for 6 months, guiding a dedicated team of 2 interns
- This period was marked by strategic leadership and the effective management of region-wide marketing efforts where I contributed to APAC success as the best performing region of the year consecutively for 2 years
- Identified and engaged in industry events that aligned perfectly with our marketing strategies and organizational goals
- Played a key role in forming and executing joint demand generation campaigns with regional partners
- Devised and implemented ABM strategies to deepen relationships within major accounts, significantly enhancing opportunities for upsells and cross-sells
- Spearheaded the organization of industry and Finastra-hosted events to reinforce Finastra's stance as a Thought Leader in the region
- Conducted detailed competitive and target segment analysis to tailor our strategies effectively
- Orchestrated the development of compelling Thought Leadership materials, such as case studies, whitepapers, and blog posts, optimizing for organic search visibility and engagement
- Crafted and managed the annual marketing budget, ensuring alignment with regional revenue objectives
- Executed a diverse mix of campaign tactics, achieving campaign goals within budget constraints
- Excelled in lead identification and nurturing, utilizing Marketo and Salesforce for effective marketing segmentation
- Addressed data accuracy and process gaps to streamline lead management
- Fostered a collaborative environment with the sales teams, enhancing marketing campaign alignment with sales objectives
- Utilized analytics tools to deliver insightful reports, driving continuous improvement and expediting sales cycles.
Field Marketing Manager, SEA
NCR Asia Pacific Pte Ltd
2017.02 - 2019.01
- Spearheaded the development and implementation of bespoke marketing strategies across NCR's APAC and EMEA regions, focusing on Hospitality (Core), Retail, and Financial Services sectors
- These strategies were precisely aligned with the business objectives and uniquely tailored for maximum impact within the Hospitality and Retail segments
- Conducted deep data analysis to craft and deliver compelling value propositions, distinctly positioning NCR ahead of its competition by emphasizing unique value drivers and competitive strengths
- Oversaw comprehensive strategic marketing campaigns, integrating data mining, budget planning, and fiscal management to maximize marketing efficacy and ROI
- Played a key role in planning and executing a variety of customer-centric events, closely collaborating with sales teams to ensure alignment and maximize outreach effectiveness
- Led the implementation and management of the LinkedIn Sales Navigator program for the sales teams across APAC and EMEA, enhancing lead generation and qualification processes
- Authored and curated a wide range of content, including internal and external newsletters, blogs, customer testimonials, and detailed case studies, showcasing NCR's market leadership and customer success stories
- Developed authoritative Thought Leadership pieces rooted in thorough market research and analysis, including insights extracted from Euromonitor, to underscore NCR's expertise and vision in the industry
- Managed and optimized marketing budgets for the APAC region, acting as the steward for EMEA's marketing financial planning and tracking
- Supported sales teams with analytics and sales funnel management in Salesforce, focusing on funnel health and data-driven sales strategies.
Senior Marketing Executive
ACA Asia Pacific Pte Ltd
2015.12 - 2017.02
- Crafted engaging email content for newsletters, promotional campaigns, training sessions, and events
- This effort not only strengthened customer engagement but also deepened loyalty, creating a more committed customer base
- Initiated and managed the company's social media presence, significantly boosting engagement and visibility across platforms
- This strategy was instrumental in establishing a stronger brand connection with our audience
- Fostered strong partnerships across business units and with key vendors to develop and execute precise product marketing strategies
- This collaborative approach was pivotal in meeting our primary marketing goals, leading to robust lead generation and significantly enhancing product recognition among resellers and end-users
- Oversaw the marketing budget, ensuring strategic allocation of resources towards high-impact initiatives
- Diligently monitored and reported on the return on investment (ROI), demonstrating the effectiveness of our marketing strategies in real terms
- Led the design and implementation of broad-ranging marketing campaigns, meticulously aligning them with the company's goals and milestones
- These campaigns were central to enhancing company visibility and aligning product messaging with market needs
- Utilized deep analytical insights gained from ongoing market research, marketing trends, and competitive analysis
- This data-driven approach was crucial for uncovering new lead generation avenues and significantly boosting company sales and revenue.
Product Marketing Manager
NEC Asia Pacific Pte Ltd
2014.02 - 2016.01
- Compiled detailed sales and marketing performance reports, including analysis of key performance indicators (KPIs), to present to senior management
- This facilitated informed discussions on strategy adjustments and resource allocation to drive continued business growth
- Spearheaded the company's entrance into social media, successfully launching and managing platforms that drove significant engagement and elevated brand presence
- Crafted engaging content for company newsletters, promotional materials, and training events, bolstering customer engagement and loyalty
- Regularly produced and analyzed reports on weekly and monthly sales, inventory levels, and departmental trends, providing crucial insights that supported strategic decision-making
- Designed and implemented various marketing initiatives, including events, trade shows, promotional activities, and digital content for website and social media platforms
- This multifaceted approach significantly enhanced brand visibility and deepened customer engagement
- Utilized analytical tools to scrutinize sales and marketing data, identifying key trends and opportunities for strategic enhancements
- This proactive analysis informed the development of targeted marketing strategies that continuously elevated our brand's performance
- Conducted in-depth competitor analysis to inform our pricing and promotional strategies, directly contributing to improved sales outcomes and market positioning
- Managed the marketing budget with precision, ensuring efficient allocation of resources while tracking and reporting on return on investment (ROI) to optimize marketing spend.
Client Services Lead, Email Campaign Specialist
e-Bay Enterprise Marketing Solutions (Formerly e-Dialog)
2012.02 - 2014.02
- Managed key email marketing campaigns for high-profile clients, including British Airways, PayPal, and Dell, enhancing campaign effectiveness and client satisfaction.
Executive
Smartflex Technology Pte Ltd
2011.03 - 2012.02
- Orchestrated comprehensive marketing initiatives, improving brand visibility and engagement through effective trade fair management and content creation.
Sales and Marketing Assistant
Le-Champ S.E.A Pte Ltd
2010.04 - 2011.03
- Supported product and project development with strategic marketing data analysis, contributing to the company's business planning and APAC marketing activities.
Associate Engineer, Kaizen Project Lead
United Test and Assembly Centre (UTAC)
2008.05 - 2010.04
- Led Kaizen projects focused on productivity and cost efficiency, demonstrating early leadership and process improvement skills.
Education
Specialist Diploma in Digital Marketing & Analytics -
Singapore Polytechnic
2019
Bachelor of Science - Marketing
University College of Dublin, Ireland
2012
Diploma in Electronics Engineering -
Temasek Polytechnic
2007
Cambridge GCE 'O' Levels -
Bendemeer Secondary School
2003
PSLE -
Xinghua Primary School
1999
Skills
- Demand & Lead Generation
- Event Planning and Management
- Digital Marketing & Social Media Strategy
- Account-Based Marketing
- Budget & Resource Management
- Data Analysis & Market Insights
- Strategic Marketing Planning
- Cross-Functional Team Leadership
- Team Collaboration
- Time Management
- Problem Solving
- Critical and Analytical skills
- Communication skills
- Marketing campaigns
Certification
- Forrester Demand and Account-Based Marketing, 2022
- ICDL - Perform Advanced Spreadsheet Functions (Advanced Excel 2016), 2017
- Perform Image Editing Functions (Adobe Photoshop CS 5), 2016
- Personal Effectiveness - Supervisory Level, 2009
- Communication and Relationship Management - Supervisory Level, 2009
Languages
English
Bilingual or Proficient (C2)
Chinese (Mandarin)
Bilingual or Proficient (C2)
Timeline
Field Marketing Manager, Asia & India
Backbase Asia Pacific Pte Ltd
2022.10 - 2023.10
Field Marketing Manager, SEA
OutSystems Singapore Pte Ltd
2022.04 - 2022.10
Field Marketing Lead, Asia South, India, and ANZ Retail & Payments
Finastra International Financial Systems Pte Ltd
2019.10 - 2022.04
Field Marketing Manager, SEA
NCR Asia Pacific Pte Ltd
2017.02 - 2019.01
Senior Marketing Executive
ACA Asia Pacific Pte Ltd
2015.12 - 2017.02
Product Marketing Manager
NEC Asia Pacific Pte Ltd
2014.02 - 2016.01
Client Services Lead, Email Campaign Specialist
e-Bay Enterprise Marketing Solutions (Formerly e-Dialog)
2012.02 - 2014.02
Executive
Smartflex Technology Pte Ltd
2011.03 - 2012.02
Sales and Marketing Assistant
Le-Champ S.E.A Pte Ltd
2010.04 - 2011.03
Associate Engineer, Kaizen Project Lead
United Test and Assembly Centre (UTAC)
2008.05 - 2010.04
Specialist Diploma in Digital Marketing & Analytics -
Singapore Polytechnic
Bachelor of Science - Marketing
University College of Dublin, Ireland
Diploma in Electronics Engineering -
Temasek Polytechnic
Cambridge GCE 'O' Levels -
Bendemeer Secondary School
PSLE -
Xinghua Primary School
- Forrester Demand and Account-Based Marketing, 2022
- ICDL - Perform Advanced Spreadsheet Functions (Advanced Excel 2016), 2017
- Perform Image Editing Functions (Adobe Photoshop CS 5), 2016
- Personal Effectiveness - Supervisory Level, 2009
- Communication and Relationship Management - Supervisory Level, 2009
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