YVONNE CHOW
Product Marketing And Solutions Leader
Summary
Dedicated product marketing and revenue-driven professional with a history of meeting company goals. Skilled in working under pressure and adapting to new situations and challenges, with proven success in leading, conceptualizing, and executing successful launches and customer campaigns.
Overview
16
16
years of professional experience
Work History
DIRECTOR OF PRODUCT MARKETING
Zennify
9 2022 - Current
- Generated average pipeline of $1.5M per event with strategic marketing initiatives and optimized event planning.
- Boosted lead generation efforts by 25% through strategic content marketing initiatives.
- Improved Zennify's standing from Challenger to Leader in ISG's analyst report on Salesforce implementation partners.
- Maximized team efficiency by establishing internal sales enablement process.
- Created comprehensive sales plays and sales assets, contributing to increased sales success and alignment with marketing strategies.
DIRECTOR OF PRODUCT MARKETING
BenchSci
11.2021 - 08.2022
- Built the product marketing function, establishing best practices for product launches, internal enablement, and competitive intelligence.
- Key account marketer for top 3 accounts (average LTV $5 million), developing and executing bespoke marketing tactics.
- Co-chaired BenchSci's first Employee Resource Group, BenchShe+, promoting diversity and inclusion within BenchSci.
DIRECTOR OF MARKETING
Certn
10.2020 - 11.2021
- Built and led a 7-member marketing department, achieving average monthly revenue of $100k.
- Developed and executed lead/demand generation campaigns, contributing to significant pipeline growth.
- Led Series B funding announcement, enhancing company visibility and stakeholder engagement.
- Oversaw rebranding efforts that resulted in enhanced corporate identity and improved brand perception.
- Developed comprehensive marketing plans for product launches, resulting in increased sales and market share.
GLOBAL SENIOR MANAGER, PRODUCT MARKETING & SOLUTIONS MARKETING
Hootsuite
02.2019 - 10.2020
- Hired, built, and led a core 8-member product marketing team responsible for positioning, messaging, competitive intelligence, and go-to-market launches for Hootsuite's product portfolio valued at $303 million.
- Cross-functional product marketing leader, collaborating on product roadmap, strategic planning, market analysis, sales enablement tactics, and marketing campaigns.
- Led go-to-market strategy for Hootsuite Insights, including positioning, pricing, naming, beta process development, product testing, and sales play development.
- Managed analyst relations and briefings, enhancing product visibility and market perception.
HEAD OF TALENT SOLUTIONS PRODUCT MARKETING, APAC
LinkedIn
11.2016 - 08.2018
- Led APAC product marketing and cross-functional teams to successfully launch new products such as LinkedIn Career Pages and LinkedIn Talent Insights on time and within budget.
- Increased new segment penetration by 1.8x and reduced churn by spearheading APAC pricing initiatives.
- Achieved quarterly marketing and sales targets by closely partnering with sales, sales enablement, solutions consultants, and customer success teams.
- Owned APAC-specific product positioning and messaging, ensuring alignment with regional market needs and preferences.
- Developed high-quality marketing strategies and creative sales enablement tools, including product marketing briefs, FAQs, and objection handling documents, in collaboration with global Product Marketing teams.
VICE PRESIDENT - MARKETING
Fastacash Pte Ltd
07.2015 - 10.2016
- Promoted to Vice President in June 2016 after joining as Senior Marketing Manager.
- Increased ROI on marketing spend by 5x through the implementation of B2B inbound marketing strategies, including website revamp, targeted digital acquisition strategies, and refined product messaging.
- Won the company the top prize of $250,000 in grant money at Singapore's Fintech Festival by submitting a compelling story, demonstrating exceptional storytelling and marketing prowess.
- Implemented analytics tools to track campaign performance, making data-driven adjustments for optimal results.
- Optimized sales funnel performance, streamlining lead generation processes for improved conversion rates.
PRODUCT MARKETING MANAGER
Singtel Pte Ltd
01.2013 - 06.2015
- Oversaw product development, marketing, and launch of mRemit, mCash, and mWallet, resulting in Singapore's first mobile remittance app with 35,000 customers and over $6 million remitted.
- Increased customer acquisition and revenue by 2x each quarter by leading and implementing marketing and pricing strategies to optimize product performance.
- Responsible for financial aspects of product development and launch, including P&L management, expenditure budgets, marketing campaigns, and pricing initiatives.
SENIOR MARKETING EXECUTIVE
Maxis Bhd
09.2008 - 12.2012
- Planned, led, and executed the Maxis Cloud launch, significantly enhancing the company's B2B portfolio.
- Led the Maxis Business Solutions rebranding campaign, increasing brand visibility and market penetration.
- Directed the Maxis Built for SME Retail campaign, resulting in a 700% increase in gross additions.
- Responsible for managing MYR600 million in annual revenue.
- Launched new products that resulted in an additional 100,000 subscribers.
- Led the IDD repricing strategy, resulting in incremental MYR100,000 in revenue per quarter.
- Developed and implemented a bill format redesign, resulting in MYR130,000 in monthly savings.
Education
BACHELOR OF COMMERCE, MANAGEMENT & MARKETING -
The University of Melbourne
Australia 05.2001 -
Skills
Over 15 years of product marketing and pricing strategy experience
Integrated and pragmatic marketing practitioner, driven by revenue
Experienced in cross-functional leadership and team development
Inbound strategy, email marketing, and lead generation/nurture experience
Data-driven GTM and marketing strategist, with experience in marketing analytics via Google Analytics, Semrush, and Salesforce
Product launch lead and global project manager
Timeline
DIRECTOR OF PRODUCT MARKETING
BenchSci
11.2021 - 08.2022
DIRECTOR OF MARKETING
Certn
10.2020 - 11.2021
GLOBAL SENIOR MANAGER, PRODUCT MARKETING & SOLUTIONS MARKETING
Hootsuite
02.2019 - 10.2020
HEAD OF TALENT SOLUTIONS PRODUCT MARKETING, APAC
LinkedIn
11.2016 - 08.2018
VICE PRESIDENT - MARKETING
Fastacash Pte Ltd
07.2015 - 10.2016
PRODUCT MARKETING MANAGER
Singtel Pte Ltd
01.2013 - 06.2015
SENIOR MARKETING EXECUTIVE
Maxis Bhd
09.2008 - 12.2012
BACHELOR OF COMMERCE, MANAGEMENT & MARKETING -
The University of Melbourne
05.2001 -
DIRECTOR OF PRODUCT MARKETING
Zennify
9 2022 - Current
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