Volunteering
Li Ling Yong
Summary
With over 25 years of experience in the technology industry, highly motivated and effective B2B global and regional marketing leader. Expertise lies in bringing products to market through direct and indirect channels, as well as key vertical industry businesses. Proven track record of establishing and delivering upon an integrated framework for engaging strategic partners and channels, resulting in successful execution of marketing deliverables within the GTM strategy. Ability to translate these strategies into executable business activities consistently generates new pipeline opportunities. Excels in segmentation and conception of complex Enterprise and Commercial segment programs, with a deep understanding of solution verticals that serve various markets. Successfully collaborated with technology alliances and channels as a primary go-to-market across the Asia Pacific region. Formulates and executes fully integrated marketing plans that encompass digital, above the line, and social media tactics, capturing additional sales and elevating brand and market leadership in the region. Strength lies in effectively partnering with business stakeholders to convert their requirements into impactful marketing strategies and plans, leading to exceptional business impact throughout career.
Overview
27
27
years of professional experience
2021
2021
years of post-secondary education
4
4
Languages
Work History
Senior Director, APAC Integrated Marketing
SERVICENOW APAC & Japan (APJ)
09.2021 - 10.2024
- Responsible to lead integrated marketing programs for the region, ensuring that the budget and resources aligns to the regional business objectives and be able to establish thought leadership, demand generation and pipeline acceleration
- Was recently leading the APJ integrated marketing team of 18 to develop, build and localize end-to-end marketing programs across key solution by LOB personas, industries, partners, executive/C-suites and Strategic Events
- Have successfully driven an integrated partnership with regional sales and global marketing stakeholders, teaming with an effective team of BDRs to meet and exceeded pipeline and critical business targets exceeding 115% from FY21-FY24
Senior Director, Head of Technology & Key Accounts (ABM) Marketing
ORACLE Japan and Asia Pacific (JAPAC)
07.2019 - 09.2021
- Double-hatted role: Regional Head of Digital & Events Marketing
- Responsible to deliver end to end responsibility for the JAPAC Technology, Enterprise Systems and Key Account Marketing Plan from strategy to execution
- Lead and drive execution of Oracle’s divisional marketing plans based on knowledge of near- and long-term objectives, evolving business needs and priorities, changing market landscape and competitive intelligence supporting the business units
- Leading a team of 30 field marketers across Japan and Asia Pacific
- Developed Oracle Cloud demand generation programs across the region and contributed to 77% of won touched deals and 28% to won pipeline across JAPAC
- Developed a digital marketing and automation strategy and contact acquisition program to grow customer contact database and increased account engagement rate by 64%YoY
- Effectively optimized the JAPAC divisional marketing budget and drove strategic investments to targeted customer segments and market opportunities and generated an overall ROI ratio of 1:66 total primary and influenced pipe opportunities in FY20
- Successfully and quickly converted a digital-first approach to all our demand generation tactics and transitioned all physical customer engagements to virtual events
- FY21YTD results – have successfully generated 3X more attendees YOY and generated 3.8M pipe in the first 6 weeks
- Developed a high performing marketing team and built productive and influential executive relationships with key stakeholders
- Developed a focused and programmatic ABM approach across 44 key accounts across JAPAC region which generated a spend efficiency ratio of 1:80 in pipeline
Marketing Director, Communications, Media & Technology Industry - Asia Pacific, Middle East, Turkey and Africa (AAPAC)
ACCENTURE
10.2015 - 06.2019
- Lead all marketing activities, from strategy and program development to execution and evaluation, designed to help drive the growth of the Communications, Media and Technology (CMT) operating unit in Asia Pacific (APAC) covering 5 geographies: ASEAN, Australia / New Zealand, Greater China, India, and Japan
- This Accountable for all investment and operating budgets; serves on the CMT global marketing leadership team; and manages 4 full time (FT) marketing resources
- For the Global EHT role, key segments in this industry include software (SAP, Microsoft, and Oracle), communications equipment (Apple, Samsung, LG), enterprise technology (Dell, Cisco, HP), and semiconductor (Intel, TSMC, AMD)
- Defined strategic marketing priorities for APAC, develop marketing plan, ensure alignment with OU strategy, and direct the execution of the plan across the 5 geographies
- Developed successful ABM campaigns and programs across 7 Diamond and 30 Platinum accounts with influenced pipe win of >20M per deal
- Created noteworthy and innovative sales wins and successful delivery of engagements to capture as news releases, case studies and other external communications channels as examples of Accenture successes in the marketplace
- Developed APAC level internal communications program and oversee execution of program managed by a marketing operations resource
- Coordinated with creative team to generate dynamic marketing content and communication tools for promotional campaigns.
- Built strong relationships with industry professionals and influencers.
- Established partnerships with key industry influencers to amplify brand reach and credibility.
- Developed comprehensive marketing plans in alignment with overall business goals and objectives.
- Optimized digital marketing efforts for increased online presence and customer engagement.
APAC Field Marketing (contract)
Verisign
04.2014 - 09.2015
- Kick-started their Business Development and Field Marketing Operations for APAC Region (sole employee in Singapore)
- Executed all events, digital, PR/Media communications across ASEAN, Korea, Japan and HKTW
- Designed the consumer, channel and alliances partnership and go-to-market strategy and developed marketing plans and lead-generation programs for internet domain services in the region
- Defined and executed demand gen campaigns through management of external agencies and global product marketing teams to scope out creative strategies which included direct marketing, workshops/seminars, social media platforms for e.g
- Twitter, Facebook and LinkedIn and co-marketing programs with channel partners
- Playing a pivotal role in ensuring a more simplified process and improvement in productivity by aligning key metrics to be implemented across cross-functional teams, global marketing counterparts, and account management stakeholders
APJ Senior Manager, Core Industries Marketing
SAP Asia Pte Ltd
10.2013 - 03.2014
- Directly responsible for the marketing strategy and development of relevant channel programs to increase awareness, drive demand degeneration and measure the results for Consumer Products, Retail, Wholesale and Discrete Manufacturing industries in Asia Pacific & Japan
- Drive and tracking of pipeline health and open new market opportunities for the business via integrated marketing plans (digital media, events and mobile marketing), account planning discussions, major events and tradeshows by building partnerships with key alliance partners (IBM, Deloitte and SAP hybris) to penetrate into greenfield accounts
- Developed & led with industry association programs that accelerated pipeline for SAP’s strategic accounts across the region for the managed industry verticals
- Obtained key support and buy-in with country sales and marketing teams to ensure a continuous and multiple touch point program is developed to target these accounts on a sustainable basis
- Reasons for leaving: Global Restructuring Exercise (workforce reduction)
APJ Senior Manager, Cloud and Converged Infrastructure Solutions Marketing
Hewlett-Packard Asia Pacific & Japan
08.2011 - 09.2013
- HP Enterprise Group (EG) triple-hatted role/responsibilities: APJ Senior Manager, Cloud and Converged Infrastructure Solutions Marketing, APJ Senior Manager, SMB Segment Marketing, Head of Marketing – Hong Kong and Taiwan (led a team of 6 field marketing managers)
- Was holding triple-role as country marketing lead for Hong Kong/Taiwan and APJ SMB Marketing
- Drive the market analysis and opportunity planning meetings with the country teams to target hybrid opportunities through alternative go-to-market vehicles: Service Providers, Strategic Technology Alliances (SingTel, Microsoft, SAP) and Cloud ISVs
- Ensured sign off of integrated marketing plans and tactical campaigns at country level and active engagement with Strategic Partners (Intel, AMD, VMware, Microsoft) and the HP Alliance sales team on joint initiatives, results and key success metrics for cross-portfolio selling initiatives
- Worked collaboratively with global and regional teams - strategy and operations, business stakeholders and channel partners to align marketing strategy and GTM plans with business objectives
- Drove and develop specific regional programs which include a progressive and integrated suites of marketing activities including digital media, PR, social media, broad-based events and intimate C-level engagements with collaboration with HP’s top 5 Alliance partners and ISVs
- Supported with market insight on Asia Pacific & Japan markets and opportunities, specificities and requirements to leverage growth opportunities and derive marketing plans
- Led regional Converged Cloud/Converged Infrastructure marketing plans and initiatives in region and drive marketing strategy and plans with the Regional, Country field and channel marketing functions
- Consistently delivering great results and successfully helped the APJ Cloud business grow 40% YOY
- Successfully led and generated a database of over 50 unique customer success stories for Cloud and Converged Infrastructure in Asia Pacific in 18 months and placed APJ as the #1 spot for most external case studies created for 2012 and 2013
- Developed the content strategy and framework for the HP Mobile App: HP Connect+ to establish a more intuitive and one-stop platform to reach out to existing and new customers and channel partners with compelling updates and business solutions for SMB and midmarket customers
- Awarded Regional ‘Passion’ Marketer award in Dec 2011 for successfully developing localized SMB solutions for the region and inspiring more GTM alignment coupled with key Channel initiatives (‘push’ and ‘pull’ marketing coherence)
Sr. Manager, Product Marketing for Global Infrastructure Consulting
Dell Global B.V.
05.2008 - 07.2011
- Dell’s infrastructure consulting services business grew 45% YOY in APJ from 2008 to 2011
- Implemented a regional framework and heat map tracking service delivery readiness and enablement status per country
Marketing Manager, Tivoli Software Asia Pacific
IBM Asia Pacific Ltd
04.2006 - 05.2008
- Successfully integrated marketing programs and led the initiatives for new Tivoli software acquisition portfolio – MRO, Consul, Micromuse-Netcool and Vallent into existing IBM ecosystem from 2006 - 2008
- Successfully implemented a global repository of customer references to be leveraged for case study videos, customer speaking engagements and written testimonials for Telcos, Defense and Public Sector vertical industries for the Tivoli Group
APJ Technology Services Marketing Program Manager (SMB/Channel Marketing)
Hewlett-Packard Asia Pacific & Japan
07.2004 - 03.2006
- Executed channel strategies and programs resulting in Year on Year growth of 25% for the services channel business totaling US$700M per year
- Led the SMB / Channel Go to Market strategy to increase the support services market share via channel partners by 10%
- Attained increased services attached rates by 10% translating to incremental orders in excess of 15M USD via attach programs regionalised from worldwide strategy
- Executed marketing strategies and translated these to 4 effective programs in 6 months to drive the services business solution offerings
- Increased TCE (Total Customer Experience) by 15% and TPE (Total Partner Experience) by 10% in 6 months via closed loop marketing execution, monitoring and feedback
- Won several recognition awards for using creativity to develop cross-collaboration across different product and services business teams
APJ Internet Marketing Program Manager (Enterprise & SMB segment)
Hewlett-Packard
07.2002 - 07.2004
Technical Consultant (Telco Vertical)
Hewlett-Packard, Consulting & Integration Unit
10.1999 - 06.2002
Technical Support Manager
Schlumberger Sema
11.1997 - 09.1999
- Company Overview: Paris, France
- Paris, France
Education
Management Development Program -
The Wharton School of the University of Pennsylvania
Bachelor of Engineering - Electrical and Electronics
University of Bath
Skills
Collaborative leadership
Interests
Trav
Padel
Golf
Reading
Timeline
Senior Director, APAC Integrated Marketing
SERVICENOW APAC & Japan (APJ)
09.2021 - 10.2024
Senior Director, Head of Technology & Key Accounts (ABM) Marketing
ORACLE Japan and Asia Pacific (JAPAC)
07.2019 - 09.2021
Marketing Director, Communications, Media & Technology Industry - Asia Pacific, Middle East, Turkey and Africa (AAPAC)
ACCENTURE
10.2015 - 06.2019
APAC Field Marketing (contract)
Verisign
04.2014 - 09.2015
APJ Senior Manager, Core Industries Marketing
SAP Asia Pte Ltd
10.2013 - 03.2014
APJ Senior Manager, Cloud and Converged Infrastructure Solutions Marketing
Hewlett-Packard Asia Pacific & Japan
08.2011 - 09.2013
Sr. Manager, Product Marketing for Global Infrastructure Consulting
Dell Global B.V.
05.2008 - 07.2011
Marketing Manager, Tivoli Software Asia Pacific
IBM Asia Pacific Ltd
04.2006 - 05.2008
APJ Technology Services Marketing Program Manager (SMB/Channel Marketing)
Hewlett-Packard Asia Pacific & Japan
07.2004 - 03.2006
APJ Internet Marketing Program Manager (Enterprise & SMB segment)
Hewlett-Packard
07.2002 - 07.2004
Technical Consultant (Telco Vertical)
Hewlett-Packard, Consulting & Integration Unit
10.1999 - 06.2002
Technical Support Manager
Schlumberger Sema
11.1997 - 09.1999
Bachelor of Engineering - Electrical and Electronics
University of Bath
Management Development Program -
The Wharton School of the University of Pennsylvania
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