KIM VERONICA YU

Key Achievements

• Spearheaded the launch of the SymphonyAI brand and its AI-driven solutions in APAC, achieving a 30% YOY increase in share of voice in existing markets while successfully expanding into new markets: Thailand, Vietnam and the Philippines
• Developed and implemented an integrated marketing strategy that resulted in a sales pipeline of 31M USD, with 90% comprising new logos
• Singlehandedly executed 16 high-impact events within a year, generating a record level of number of SQLs for the APAC region and contributing to brand awareness 

Demand Generation

• Initiated and launched the first integrated campaign across APAC, promoting a research report across various channels such as digital, social, content syndication, paid ads, webinar, on-ground events, influencers marketing, resulting in an 80% increase in MQLs YOY
• Drove the strategic development of high-impact marketing collaterals such as reports, infographics, social media content, sales-enablement materials, enhancing brand visibility and thought leadership
• Optimised the regional lead nurture process implementing personalised content delivery which increased SQL conversion rates by 14% YOY and improving the pipeline quality

Account Based Marketing

• Collaborated with sales to implement a targeted ABM strategy for Tier-1 banks across APAC, driving a 45% increase in engagement with key decision makers in the buying group
• Developed personalised multi-channel campaigns using AI to enhance account-specific messaging and content delivery
• Orchestrated executive roundtables tailored to ABM accounts, significantly influencing key stakeholders in the buying group and accelerating sales cycles

Marketing Communications and Branding

• Pioneered the development of SymphonyAI's first global brand book for APAC, establishing key USPs and messaging pillars now used in all internal and external communications
• Executed a comprehensive PR strategy aligned with product launches and thought leadership initiatives, securing over 300 media placements and 8 high-profile interviews/bylines in tech, finance, and general media publications
• Led the production of an influential industry report in Asia Pacific that surveyed over 100+ financial crime and compliance practitioners across 8 countries, positioning SymphonyAI's position as an industry thought leader

Event Management

• Launched executive roundtables across Australia, Singapore, Malaysia, and Philippines, with a 90% attendance rate, converting 30% into post-event sales meetings
• Conceptualized and delivered the company's first partner events in Vietnam and the Philippines, attracting over 200 attendees in total, featuring influential speakers from regulatory bodies, law enforcement, and industry analysts
• Positioned SymphonyAI's subject matter experts in front of over 1,000 financial crime and compliance practitioners, industry influencers, and across four regulators, these events were held in both existing and new markets in APAC, significantly enhancing brand visibility and thought leadership

Key Achievements

• Pioneered the establishment of the marketing function from the ground up as the company's first APAC marketing hire; launched a comprehensive go-to-market strategy for a new region that generated 5 net new prospects and a pipeline of S$1.2M+
• Created a comprehensive messaging and positioning strategy for the APAC region, which increased organic engagement and click-through rates on social media and email marketing channels by 40% through targeted content and segmenting approach
• Orchestrated a highly effective account-based marketing strategy that resulted in a 450% increase in net new leads

Demand Generation

• Owned the APAC demand generation activities, including activities such as content syndication, roundtable events, conferences  with the objective of pipeline generation
• Collaborated globally on a lead nurturing program to drive leads down the sales funnel and increase conversion rates 
• Conducted thorough monthly reviews of campaign performance, using data analysis tools and performance dashboards to identify trends and opportunities for improvement

Account Based Marketing

• Developed ABM strategies including identifying key target accounts and delivering programs to engage decision makers and influencers in the buying group
• Coordinated C-level roundtable events with 10 key target accounts, focused on sharing industry best practices and discussing emerging trends resulting in increased engagement with key target accounts
• Curated and delivered tailored content to various stages of the sales funnel for the top 25 APAC key target accounts

Key Achievements

• Spearheaded the overhaul of the demand generation strategy in APAC by introducing new digital channels, implementing marketing automation, and leveraging social media, resulting in a lead increase of 200%, 101% increase in website visits,  23% increase in engagement YOY 
• Directed the virtual launch of the largest data center in Singapore with over 500 attendees, utilising innovative technologies such as live webinars and virtual tours to increase customer engagement and retention by 35%
• Secured a public service leader speaker, the Singapore Ministry for National Development  for an event which was a company first 
• Delivered a regional research report on Sustainability for the Data Centre industry which was awarded the Best Project for News Literacy at the Asian Digital Media Awards
• Generated earned media value of over S$2M+ for coverage in Tier-1 media including an interview with CNBC, and coverage on ANC, Channel 8, Channel 5, The Straits Times and Business Times
• Awarded the 2020 APAC Outstanding Team Member, nominated by leadership 

Demand Generation

• Collaborated with the global marketing team, and regional sales team to define the positioning, messaging and targeting for Digital Realty in  APAC markets and crafted a marketing strategy to support the region
• Identified and segmented the target audience according to vertical (BFSI, Telco, Government, Cloud Service Providers) and personas within the buying group and developed specific campaigns according to segmentation
• Drove high-touch initiatives for CxOs to increase brand affinity and drive thought leadership via content, executive roundtables, and personalised outreach
• Initiated programmatic campaigns and prospecting for leads in the buying group, building quality pipeline and developed nurture programs to move leads through the sales cycle 
• Increased sales acceptance rate for marketing qualified leads from 28% to 100% through targeting and segmentation
• Facilitated lead handover to the inside sales team and evaluated results from campaigns

Marketing Communications & Branding

• First to build regional APAC content partnering with industry leaders and analysts 
• Delivered APAC case studies that boosted prospecting, consideration, conversion and retention efforts
• Managed localisation and re-production of globally produced marketing communication materials, including web-based, corporate literature, products/services brochures, to enhance sales of products and services and to further brand equity

Key Achievements:

• Spearheaded lead generation and lead nurturing campaigns contributing to an increase in conversion of 36% in marketing -qualified leads
• Executed the biggest Business Defence Forum, the flagship annual event for C- Level audience with a 90% attendance rate, the highest record in APAC by driving focus on efficient planning and communication leading to the event
• Executed events involving high-profile guests such as Robert Mazur, undercover agent who infiltrated Pablo Escobar's money laundering ring, ex- FBI Agent, Gregory Coleman, who investigated "Wolf of Wall Street", Jordan Belfort, and Lord Mayor of the City of London, Alderman Peter Estlin
• Launched BAE Systems’ first Business Defence Newsletter in APAC, reaching more than 2,000 C-Level and IT Decision Makers, driving brand equity and affinity 
• Created high-level and timely social content, increasing target audience engagement by 25% YOY on LinkedIn
• 2017 Pioneer Award Recipient, 2018 and 2019 Trailblazer Award Recipient

Demand Generation

• Liaised with regional sales and global marketing stakeholders to align goals and resources to drive incremental pipeline and opportunities for APAC 
• Developed a comprehensive, profile-based target database for the region
• Localised global campaigns and delivered account based marketing campaigns for key target accounts
  
• Identified marketing content requirements to communicate solution offerings

Events Management

• Conducted BAE Systems' corporate events which includes conferences, roundtables/briefings, C-level engagements, webinars, and tradeshows driving face-to-face engagement with key contacts in strategic  accounts
• Acquired international high-level guest speakers such as Robert Mazur, Gregory Coleman, Lord Mayor of the City of London, Alderman Peter Estlin, Police Sergeant of the City of London, Charlie Morrison,   and speakers from AUSTRAC, Monetary Authority of Singapore, Ministry of Defence Singapore, Cyber Security Agency of Singapore, amongst a few to participate in BAE Systems' corporate events
• Demonstrated solid experience in vendor management, contract negotiation, on-boarding and logistics

Digital & Social Media Marketing

• Published localised content for social media to generate awareness and thought leadership related to regional activities such as events, and media clippings
• Ramped up digital agencies to achieve pipeline building through SEM, SEO, banner ads, social media and content syndication
• Implemented regional e-mail nurture campaigns, and send-out of newsletters

Marketing Communications & Branding

• Led the creation of co-branded analyst content with messaging localised to the region 
• Managed localisation and re-production of globally produced marketing communication materials, including web-based, corporate literature, products/services brochures, to enhance sales of products and services and to further brand equity

Key Achievements:

• Planned and executed 360° marketing launch and branding campaigns, including PR, both ATL and BTL marketing activities  to support the GTM strategy, resulting to ASUS ranking  #3 in the Singapore smartphone market share from Q1 to Q4 of 2015
• Generated a pre-order sales database of more than 8,000 individuals that resulted into a 68% conversion rate for purchases
• Conducted localised regional product and branding social media campaigns that achieved an increase of organic reach and engagement of 125%
• Achieved click–through rates that are 50% higher than the industry average from Google SEM, GDN and GSP media buys, and an average of 58% conversion rate for the overall online campaign
• Planned, and managed a 500-guest media launch event for a mobile product, the first event of this scale in Singapore

Product Marketing 

• Developed key objectives, market positioning, differentiation through KSPs, target audience and overall strategies for GTM campaigns for both smartphone and tablet product lines 
• Managed a yearly marketing budget of S$500K and allocated funds for online and offline channels, including SEO, SEM, events, print, and OOH advertising; reduced CPL by 25% 
• Measured performance, evaluated marketing campaign results and provided insights and recommendations to improve future campaigns

Marketing Communications & Branding

• Conceptualised content for external marketing communication assets such as marketing collaterals, sales kits, website, e-commerce store, social media content to strengthen brand positioning and  highlight the products' value proposition 
• Directed the localisation of POSM materials and oversaw the full production process, achieving an 80% reduction in production timeline whilst ensuring consistent branding across all channels
• Executed PR strategy, and shaped public relations by creating and localising press kits

Events Management

• Organised end-user demand generation events such as product launches, exclusive play-test events, photography workshops, and accomplished a record 0% drop-out rate
• Launched roadshows, sponsorship activities and IT show participation aimed at increasing product awareness, generating leads, and driving on-ground sales

Digital & Social Media Marketing

• Streamlined and executed a comprehensive digital media strategy that utilised search (SEM), display (GDN), email (GSP), mobile (inMobi), social networks and other platforms (YouTube, Yahoo, Hardwarezone)
• Generated quality product-specific content to target the right target audience aimed at increasing engagement and driving awareness on ASUS’ social media account while collaborating across teams
• Analysed, reviewed and reported the effectiveness of social media campaigns to maximise results