How would you describe your current role and the biggest challenges you face?

As the director of marketing and sales ops, my role is to ensure we have the data, systems, and processes in place to operate efficiently and drive revenue growth.

One of the biggest challenges I face is maintaining clean, unified data across our many different marketing automation, CRM, and sales enablement tools. Another key challenge is implementing processes and change management to drive adoption of new technologies and ways of working across distributed teams.

Overall, my goal is to be a strategic enabler for the business while continuously improving our operational capabilities.

What is a common misconception about the work you do?

Marketing activities are transactional. Post something and you have the ROI instantaneously.

How did you get started in your marketing career?

My first job was sourcing and recruitment marketing. I was generating leads from Facebook and community boards when they were just starting. Until it turned into community (potential applicants) management to online & offline marketing.

Describe the most impactful marketing campaign/project you've personally worked on.

Launched this marketing campaign when I worked in an edutech company.

This was intended for specific personas who are looking for a part-time or full-time job with a specific profile hence the campaign was #MakeTheChoice. They have the flexibility to work from home and on their own time.

What is one marketing trend or change you're not convinced will work for SEA tech brands?

One marketing trend that I'm not fully convinced that will work for SEA tech brands is the heavy reliance on influencer marketing, especially for B2B.

For raising awareness, it'll have an impact but if we're looking at long-term and ROI, it'll be complex as the solutions that are being offered are complex as well.

What is one marketing trend or change that you hope to see more of at SEA tech brands? And, why?

One is SEA tech brands embracing a data-driven culture of rapid experimentation and optimization.

Too many still rely on assumptions over evidence for marketing tactics. Regularly A/B testing and iterating based on real data is critical in our diverse region. Companies that can rapidly validate and optimize based on evidence will outpace those operating on hunches.

What is your favourite marketing resource that you would recommend to this community? And, why?

Content Marketing Institute, HubSpot Community + related newsletters from the community.

Lastly, where are you based, and where would you take friends visiting your city for the first time?

I'm based in Manila, Philippines. I'd take my friends to the best Filipino restaurants!