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Innovative T-shaped Senior Marketing leader driving strategic, digital & e-commerce transformational initiatives; change management programs.

With success leveraging creativity and innovation in building the brand and business through globally integrated marketing strategies with tangible results. 

Extensive experience in matrix marketing leadership and internal-facing roles across Europe, America, APAC and Emerging markets. 

Ability to communicate across all organisation levels, gain mind-share and influence stakeholders to ensure an integrated approach to all marketing programs.

CORE COMPETENCIES
Brand & Communications ||Brand & Content stratgery |  Cross Channel & Integrated Demand Generation Programs | Digital Programs | Retention & Loyalty Programs | CRM Customer-Centric Programs | Tradeshows & Trade Marketing | Virtual Events & Trade shows & Ex Forums | CXO programs and Thought leadership | Account-based marketing (ABM)| Sales & Channel Enablement | Internal Commincations | 

I consider myself a self-starter who thrives under pressure within fast-changing environments. These best describe my key attributes: energetic, approachable, reliable, team player, passionate, innovative, creative, tactical, results-driven, and always ready to take on challenges.

SUMMARY OF KEY SKILLS & KNOWLEDGE TO DATE

  • An accomplished marketer in various roles, Connected leadership and team management.
  • Demonstrated ability to work across multicultural and multidisciplinary teams and influence and gain mind-share of stakeholders.
  • Driving connected leadership and team management -motivational manager of cross-functional/virtual teams.
  • Leadership capabilities combined with a strategic, commercial mindset supporting global sales and business development teams and driving international partner networks and relationships.
  • Successfully leveraging creativity and innovation to build the brand and business by developing global/local integrated marketing strategies.
  • Experienced in leadership positions, with the end responsibility P&NL responsibilities and management of budgets.
  • Extensive experience in managing and driving third-party vendors and agencies BTHL/ BLT
  • Defining and driving innovative multi/cross-channel strategies, campaigns and programs.
  • Developing and driving successful brand and engagement strategies, Retention and Loyalty (CEM & CRM) programs.
  • Demonstrated ability to drive global projects and operations management with optimal results.

With my experience to date, I can be a key asset to your organization. I would certainly be delighted to discuss future opportunities in more detail and elaborate on my experience and successes.

Kind regards,

Tanya McCabe

Mobile: +31620431227

Work experience

2024todate

Actively Open to New Opportunities and running Consultancy projects

I am involved in interim assignments and advisory roles. This includes B2B/ B2C integrated strategies, brand activation communications plans, and programs, leveraging my experience and expertise to date. 

I am open to new assignments, preferably longer-term ones, where I can continue to grow, add value, and drive innovation to an organisation.

  • Actively pursuing new opportunities and running successful consultancy projects for various clients.
  • Leveraging expertise and experience to provide valuable insights and solutions to clients.
  • I am continuously expanding my knowledge and staying updated on industry trends and best practices. I am currently part of an exclusive breakfast session hosted by Philips & Deloitte. We meet every quarter to discuss new topics around Martech E-commerce AI and centralisation themes.
  • Enhancing knowledge - Enrolled at the MCC  Chartered Institute Marketing  - CIM Specialist in AI Marketing qualification course currently in progress.
2021- 2023

Sabbatical and personal growth

2019- 2021 Nikon Europe

Head Digital Marketing Technology Group Nikon Europe

Nikon Europe

Reporting Line: I led the marketing technology team, reporting directly to the vice president of Nikon Europe.

Managing 10 + Vendors and 15+ FTE with 5 direct reporting directly to me with the team leads managing the day-to-day operations within their respective areas/vendors supported by a centralized service model. 
Ecommerce team: 360 ecosystem -Nikon store |  Imaging team: corporate web; microsites & hosting, SEO | CRM team:  Database/analytics centric & SFMC email Integrated Campaigns.

  • Acting as the overall lead driving executive leadership programs and direction. My core team technical lead supported me, and the respective team leads in providing services around the company´s digital marketing technology assets and infrastructure to support the strategic vision for a centralized support model.
  • Leadership role coaching the teams through the change management direction and developing the strategic outline for the European Digital Marketing Technology group vision and digital road map in alignment with strategic management direction for a centralised One Europe service model.
  • Responsible for team strategy, internal strategic alignments, budgets, and operational and vendor management. Ensuring and advising internal requests that the right digital marketing technologies were applied to improve our overall customer journeys and CX experience. And at the same time, keep a dedicated focus on driving revenue and ensure an optimized usage of the centralized European Marketing Technology budgets in terms of cost/benefit relation. 

Key Highlights: 

Leadership: Strategic Program Lead for Nikon GDPR & Legal Entity. Supporting the move to One European Strategic strategy (one database and legal entity). Enabling the business to substantially increase targetable customer reach, tripling the number of contacts within Europe (quality database), allowing a customer-centric approach to Nikon's One European strategy. Empowering the sales & marketing organization to create robust [retention/acquisition] & [upsell cross sell] strategies based on qualitative data to further support the business sales & revenue growth across our imaging and e-commerce platform Nikon store. Recognised by the Nikon leadership team as a huge success!. 

2016 - 2019 Fujistu GlobaL

Head of Field Marketing BeNelux EMEA Marketing Leadership Team |

Fujitsu Global

Reporting Line: Head of Marketing & Field Marketing  Services; Part of Benelux Management & EMEA Marketing Leadership Fujitsu Team - reporting directly to Head of EMEA Marketing, direct line reporting line to the Head of Benelux  & Western Europe  Country Leaders – sitting on both Leadership Teams.

Driving connected leadership team management with ten direct reports and five rolling internships.

I was brought on board to work closely with the newly acquired Head of Benelux VP, setting up a robust Integrated Marketing strategy and realigning the field marketing team to accelerate business growth, creating powerful strategic digital marketing & communications plans to position the company as critical players in the digital transformation space. Cross-functional collaboration with the centralised marketing team, regional sales teams, and Fujitsu leaders - overall responsibility for the Services / Product Marketing, PR & Communications and regional Flagship events closely aligned with the EMEA leadership team priorities & country objectives.

  • Responsible for driving strategic country /regional sales marketing pipeline priorities, marketing budget planning, and territory marketing strategy.
  • Owning the brand: The customer's voice—building an IT reputation, credibility, and driving awareness. Thought leadership programs amongst the C suite: CXO Program—analysts, advisory firms, and tier 1/2 business press.
  • Driving strategic initiatives for growth/ new logos, supporting countries' strategic initiatives, and sales enablement through ABM, targeted vertical campaigns, C-level events, social media, LinkedIn, and blogs, but not limited to these.
  • Driving innovation and co-creation, strengthening our position as strategic digital fast IT players in the market.
  • Drove the development of the employee communications strategy, messaging tied into the overall vision across all touch points -branding, social media, and blog community to drive talent acquisition and employee engagement

Key highlights:

  • SaleForce Regional sales pipeline | Sales united Lead management initiative: Successfully drove the EMEIA Sales and marketing collaboration and lead governance across the sales Benelux organisation. The objective was to align closely with sales for lead follow-up and reporting in Salesforce. This required gaining buy-in from various key stakeholders. Results within 6 months improved dramatically Euro 197 million targets YTD 147% generated pipeline 243. Mil Euro 100% marketing influenced target achieved 630 mil
  • Initiated a Co-Creation program with Startups to attract new audiences and position us as an Innovative, Fast IT company in the digital transformation space within various targeted verticals.  The aim is to help both start-ups further develop their innovations and give corporates insight into the new developments in the market. I am proud that this concept was replicated at the Fujitsu Forum Munich in 2017, our largest European flagship event with over 14,000 attendees. 2018  
  • Driving Awareness Through Innovative Product Placements—Bridgestone Solar Challenge: Fujistu and the Belgium Solar team joined forces to provide the IOT technology to ensure safety in driver conditions. This gained global awareness and PR coverage and tripled our CXO program and attendees to the Benelux forms.

Additional highlights & achievements contributed significantly to the Generated & Marketing Influenced pipeline. 

    • Leveraging our corporate Flagship in-country events to drive new innovation moments and position us as leading in innovation and co-creation within the digital space.  
    • FujitsuWorldTouFlagship events hosted in the Netherlands & Brussels  
      • Doubled #no attendees: 350 Fy16 >850 Fy17 Benelux region 
> fy18 attract new audiences and position us as an Innovative FasT IT company and co-creation partner  
      • Belgium Launched a Smart Talks Café > Solar team & Robmit we part of this 
      • Netherlands launched Co-Cr8 Connected Accelerator & “The Labs Battle”Replicated at the Fujitsu Forum Munich in the co-creation.  
      • Netherlands launched The Voice of the Customer panel- hosted Customer Co-Creation Panel, having our customers talk for us on the Plenary Room main stage and had then join ass customers in the breakout sessions as part of the Jury for the start-up panels:  
    • Fujitsu Forum Munich 2,5day Exclusive VIP local program. CXO Suite attendees tripled the number of CXO attendees #no 104 Benelux record-breaking doubling #no Belux 66. 
    • Internal coms with a Chanagemant and Employee engagement strategy- initiated and implemented an employee engagement strategy to bring moral up with in the organisation and drive referral engagment.
2013-2016- CONSULTING SCale up TRIFORK GROUP -

Senior Marketing Manager/Director

TRIFORK GROUP|

DIGITAL INNOVATION AND SOFTWARE INDUSTRY | start- up

Contracted in: Reporting Line: CEO & CFO Netherlands | Part of the Management Team -Scale-up

I was brought in to drive the brand's digital transformation and set up a strong foundation for the digital demand generation and social media programs globally for the Trifork Group with operational responsibilities. Closely aligned with the various management stakeholders and third parties to drive successful implementation across all channels. Managing direct reports FTE 3 

Key Highlights

  • Successfully drove the digital strategy and launch of the new global Trifok.com site.  These included brand strategy, conceptualisation, creativity, positioning, social media - blog community integration, SEO optimisation, total scrum, and agile project implementation management of internal and external resources.
  • Developed from the ground up the new digital demand generation programs and customer journey touchpoints for lead generation, including closing the loop with sales force and Marketo integration.
  • Drove the development of the internal communications strategy, messaging tied into the overall vision across all touch points -branding, social media, and blog community to drive talent acquisition and employee engagement
DMA Institute -CONSULTING

Global Digital Media Director, Acting Commercial Marketing Officer

DMA Institute

Digital Media & Auditing Agency Industry| start- up

Contracted in Reporting Line: Startup environment reporting to the CFO & CEO part of the Management team Acting Commercial Marketing Officer. 

A Digital Media technology agency provides digital media auditing tools and tracking solutions for large Advertisers, Agencies, Publishers and Researchers. Responsible for the overall Marketing & Communications strategy and the repositioning of the brand's Digital Media Technology solution proposition to facilitate the move for global expansion.

Key highlights

  • Successfully drove the brand positioning and digital strategy of the new corporate identity and GTM market collateral material and elevator pitches for the various GTM solutions.
  • Played a key role in defining the overall global strategic partner model  SSI and co-op digital marketing programs for rollout. Recently been Acquired by SSI USA
2011 - 2013 Forrester Research

Senior Advisor | Council Leadership Board Digital Interactive Marketing

Forrester Research

Marketing & Strategy Consulting Group

Reporting Line: Head of Forrester Leadership Board-Marketing & Strategy Consulting Group

Forrester Research (Nasdaq: FORR) is a global research and advisory firm. Forrester Leadership Boards is open to a select group of executives from leading companies worldwide. Nominee for the Forrester Innovations Award- Client Engagement -Virtual Initiative

  • Globally managing a cross-industry portfolio of clients from $1 billion+ organizations.
    Leadership in the European Council touchpoints: Executive Networking Engagements, Forums, C-Level Events, and driving acquisition and retention activities through social media to grow the European Council base.
  • Acting as a trusted senior consultant in accelerating the success of marketing executives by providing key insights to drive and orchestrate their global interactive/ digital marketing strategies.
  • Developing a customized road map approach and addressing core questions around justifying investments, developing strategies for emerging media and digital landscape, improving the performance of digital campaigns and selecting leading digital agencies.
    Clients across the industry | Philips, Motorola Mobility, LVHM Group, Brown-Forman, Pernod Ricard, Estée Lauder, Adidas, Lloyds Bank, Barclays Bank, Akzo Nobel, Kraft, Canon, Glaxo SmithKline, UPS, Johnson & Johnson, Carnival Cruise lines, Syngenta, Hilton Group.

Key highlights:

  • IMC Virtual Global Roundtable | Nominee for the Forrester Innovations Award. Developed a new format for the half-day council meetings by using video (Telepresence) environment to host these globally in addition to setting up a peer-to-peer digital community platform to share best practices amongst council members.  This resulted in an increase in CMO community activity and a 100% net promoter score (customer satisfaction), successfully creating a new touchpoint and global presence of the council.
2005- 2011 Cisco INTERNATIONAL

SENIOR MANAGER, GLOBAL MARKETING | GLOBAL ENTERPRISE THEATRE|

CISCO INTERNATIONAL

Reporting Line: Director, Sales Global Enterprise & CMO TPCM Marketing. Telepresence and Collaboration Marketing (TPCM) Towards Top 25 Global Enterprise Accounts.

Drove strategic ABM [account-based marketing pre-sales and post-sales]  to accelerate adoption and expand relationships within these $1 billion+ accounts.  

Key Highlights: ABM approach to supporting the proof of concept pilot within the retail-banking environment at Citizens Bank. Supporting new service applications within retail banks for on-demand excerpts via video. 

2008-2010 TANDBERG CISCO INTERNATIONAL

HEAD MARKETING , GLOBAL ACCOUNTS |

TANDBERG was acquired by Cisco in April of 2010. Cisco Collaboration Portfolio.

Reporting Line: Direct report to Head of Sales Global Accounts with a dotted-line Corporate Marketing.

Recognition for setting up and orchestrating the Virtual Touch Program and Global Customer Engagement Program.

  • In a newly created position within our Global Accounts team, I set up the overall Marketing Strategic programs and Global Customer CXO Engagement Program for the Top Tier Fortune-500 accounts.
  • Drove  Strategic [pre-sales and post-sales] ABM programs to accelerate adoption and expand relationships within these $1 billion accounts. Responsible for all operational marketing output, budget, strategy, client engagement programs and third-party vendor management.
  • Developed and executed strategic marketing initiatives and customised digital co-op marketing programs to drive client transformation to accelerate adoption and expand relationships within these accounts through increased efforts to end-user solution value awareness and increase adoption and loyalty.
  • Drove all touch-points towards the Global Accounts and key global channel partners: annual customer summit, executive briefings for product announcements, advisory councils, customer networking forums and  communications strategy. Key role in initiating joint marketing and promotion to client customers for pilots, POC and customer events.
  • Orchestrated an Embedded Marketing Consultancy Approach for best practice sharing through the Global Engagement Program, collaborating globally across all levels of the client organization's key stakeholders, C-Level Executives to IT and corporate marketing communication departments.
  • Advisory role in communication strategies and delivery of customised end-user programs, communications plans, customised digital assets, collateral, and executable digital campaign deliverables

Vertical Accounts |HSBC, Shell, Vodafone, Citigroup, Ernst & Young, ABN Amro/RBS, Barclays, FedEx, Google, Wal-Mart, Coca-Cola, Volkswagen, DANONE, AIG, GE, Johnson & Johnson, BMW, Daimler Chrysler, Astra Zeneca Ericsson Group.

Key Highlights:

  • ADM C Suite | Developed multi-touch DM & digital campaigns targeted at the top 200 CFO/COO level contacts in our 40 Global Accounts. The goal was to reach new decision-makers and establish new entry points to increase account penetration. It resulted in 150 new qualified contacts and 30 new business opportunities. Resulting in an increased sales pipeline $1million+. Replicated as a best practice in EMEA
  • CXO Relationship marketing program | Innovation developed and drove the exclusive virtual networking & wine tasting event within several locations across the US and EMEA. Adopted as a best practice.
  •  ABM POC / Pilot programs to support the proof of concept pilots within a retail-banking environment. Supporting new service applications within retail banks for on-demand excerpts via video. Contributed overall sales $1 million+. RBS, HSBC Banking Group, Citi Group.
  •  Usage & Adoption Program| Engagement success contributing to account penetration /sales revenue $1million. Orchestrated an Embedded Marketing Consultancy Approach to engage customized co-op programs further to drive client transformation and adoption of video as a key strategic tool: Shell Group; Citi Bank Group; RBS Bank Group; Vodafone Group: Ericsson Group-

2005-2008TANDBERG CISCO

Country Marketing Manager | Benelux & Western Europe EMEA

TANDBERG was acquired by Cisco in April 2010. Cisco Collaboration Portfolio.

Reporting Line:  Benelux & Western Europe Direct report regional  Country Manager & Marketing Director EMEA.

European Marketing Manager of the Year Award 2007.

  • Drove the Marketing Strategy and Channel Marketing Strategy, budgets and third-party management.
  • Collaborated with global strategic alliances and channel partners to drive integrated co-op marketing programs and campaigns for lead generation and CRM retention.
  • Drove PR and media Strategy, devising localised strategies and corporate-driven product releases.
  • Drove local versus regional/global strategies to drive brand awareness, marketing partnerships, co-branding opportunities and new product introductions. 

Key Highlight:

  • Green Award Program | Developed award program to drive awareness and support Corporate Sustainability Programs within large accounts. TNT Express was the first to receive such an award. This resulted in keypress coverage and customer references.
  • Lead Generation Programs | Developed Verticalised integrated lead generation campaigns to drive our lead generation activities and telemarketing campaigns. Adopted as a best practice in EMEA.
  • Retention Programs | Developed targeted retention programs to promote the usage & adoption tool kit within the partner program model.
  • Driving Awareness Through Innovative Product Placements| Initiated the proposal for key product placement at the Beijing Olympics Games Dutch National Olympic Committee (NOC*NSF) and the Holland Heineken House.
2003- 2005 Vodafone Group

Senior Campaign Manager CRM (B2B/ B2C

Vodafone Group

International Business Management Course sponsored by Vodafone (completed 01 July 2005)
Selected out of 250 managers from different departments, I was one of the 15 chosen to attend the business management course sponsored by Vodafone. This involved overall business strategy on a national and international level.

  • Drove the feasibility and delivery of B2B/ B2C go to Market Multi-Channel digital media Campaigns and loyalty programs. Closely aligned with commercial management and channels to define and implement strategies. This involved complete project management and implementation from strategic briefings, fulfilment strategies and processes, project planning, budgets, and creative execution to execution and evaluation.
  • Overall responsibility of driving the digital online and offline media strategy targeted at the pre-and post-paid base for the consumer/business segments. Lead in defining the e-commerce and digital concept periodical strategy for the online platform
  • Key senior campaign manager - launch of the UMTS , Blackberry into the market & Dance Valley
2000- 2003 24/7 Media group

European Marketing & Brand Manger

24/7 Media group/ Media 1 Europe

Digital Media advertising sales, media services and software products services.
Responsible for the day-to-day management of local marketing teams and implementation of brand equity and management across 13 European markets. Pan-European media plan with budgetary and decision-making responsibility. Owned and ran 3 years of the Cannes Advertising Festival participation .

1998-2000 Stream InternationaL

European Marketing Manager

Stream International

Reporting directly to the Managing Director and Marketing & Sales Director, I was responsible for implementing and driving all local marketing and communications activities and across Europe including regional trade shows and events. 

Education & Accomplishments

Completed 2018 -2019

Growth Hacking & AI . for Marketing and Growth

Growth Tribe Academy

Intensive Growth Hacking  and AI course @ Growth Tribes Academy . Aimed at gearing up scale ups and corporates setting up agile skilled teams with an entrepreneurial mindset . Growth Hacking ; digital Marketing ; Data Driven: Funnel Marketing Growth Hacking Process Implementation (GROWS) mix of product, data and marketing. Soft Data: Usability Testing Growth Hacker's Style ;Creative marketing campaigns data-driven experimentation AI  .AI 2-Day A.I. for Marketing and Growth

Completed coarses

Berlitz_Dutch Bussiness Lanuage Certficate_Upper Intermediate (Speech & Grammar)

Dutch Lanuage Course

UNIVERSITEIT AMSTERDAM:DUTCH COURSE (SPEECH & GRAMMAR)

Completed 31 June 2005

International Business Management & Strategy program sponsored by Vodafone

Vodafone

Selected out of 250 managers from different departments, I was one of the 15 chosen to attend the business management course sponsored by Vodafone. This involved overall business strategy on a national and international level.

Jan 1992Jan 1997

International Marketing Management

IMM Affiliated Chartered Institute of Marketing UK- IMM Graduate School of Marketing -IMM GSM

International Marketing Management Diploma , from the IMM Graduate School of Marketing -IMM GSM affiliated to the Chartered Institute of Marketing UK: CIM (UK)