Nicholas Tan

Nicholas Tan


Product & Brand Marketing | Business Development & Sales

Product Lifecycle Management | Partner Relationship Management |

Product Trainer & Presenter

8 years of IT industry experience in product marketing and business development with two leaders in the PC / computer hardware world. Managed multiple product portfolios including consumer laptops, commercial desktops, displays and services. Regional experience in partner management and business development / sales covering ASEAN and South Asia. Over-achiever with a proven track-record delivering strong business results and sales growth. Quick learner with good adaptability.

Work experience

Work experience
May 2010 - Present

ASEAN Services Business Development Manager


Manage the ASEAN services business portfolio (USD$13m/annum) across the relationship, SMB and consumer segments. Responsible for services bookings growth from the sale of warranty extensions and upgrades, managed deployment and warranty hard-bundling.

•          Business Partner & Channel Management:Collaborate with internal and external business partners across the various countries in ASEAN. Responsible as point-of-contact and subject matter expert for services-related product portfolio.

•          Business Development:Drive strong growth by negotiating hard-bundle opportunities with internal stakeholders and increasing attach rates from sales reps. Act as product evangelist to drive accountability, sales and delivery to the services business. Planned spiff contests and incentives to drive ISR performance.

•          Managed Deployment:Managed and coordinated deployment projects for key customers: Singapore Airlines, Thai Airways, Maybank, OCBC. Responsible for new vendor on-boarding and business case justifications.

IndiaBusiness & Channel Development:Stepped up to cover business development role in India (July 2010 – Feb 2011). Spent 7 weeks in New Delhi, Mumbai & Bangalore for business development, partner management and sales ops process enablement. Overachieved India target numbers (Q2: 128% / Q3: 130%).

Strong business attainment results – 36% growth in services bookings revenue YoY

Over-exceeded annual sales KPI – bookings 109%, revenue  120%, profitability 154%

Aug 2009 - May 2010

Brand Marketing Manager, ASEAN


Promoted to manage the consumer laptop portfolio in the ASEAN region. Responsible for planning, analysis, variance analysis, and program management to drive unit, mix, revenue, and margin targets. Work with in-country sales team to drive incremental growth in market share, revenue and profitability.Experienced in competitive and price-band analysis. Prepare, present and implement quarterly promotional and marketing proposals.

Sales Training & Program Execution:Responsible to drive training programs for internal & external sales and customer-facing events in order to drive mindshare and results. Experienced conducting trade shows, road shows & channel sales training with vendor partnerships.

Brand Marketing:Experienced in product launch events and brand marketing – introduced the Adamo brand (lifestyle positioning) & Alienware brand (gaming and high performance) to the ASEAN market. Conducted press events, sales road shows & media briefs – an effective speaker who is media-trained.

Channel & Direct Business Experience: Experience balancing channel business requirements across ASEAN market with direct business growth (via telesales & online e-portal). Attended PC Fair events and trade shows in key ASEAN markets. Business development focus on retail partners to drive expansion and coverage.

Results - Oriented: Provide best bundle roadmap and inclusion in core strategy; develop business cases and facilitate product launchesto drive to hit business targets.

Q3FY10 & Q4FY10 Results: 30% Quarter-on-quarter growth in margin and revenue.

Q4FY10 – Awarded South Asia Most Valuable Playerfor driving outstanding consumer laptop business growth in ASEAN. 

Mar 2007 - Aug 2009

Product Marketing Specialist


Promoted to manage product operations and lifecycle planning. Ensure successful launch and depletion of product portfolio, with focus on zero risk of obsolescence. Responsible for product & sales training deployment for sales and country marketing teams.

•         Brand Management & Operational Execution:Executed the rebranding of Dell’s transactional desktop line to separate consumer and business lines of business. Expanded product offering plan to emerging countries in ASEAN. Doubled desktop offering to 8 different models

Q3FY08: Awarded Director’s Award in recognition and received mid-cycle promotion

Change Management:Implemented project on complexity reduction in online store merchandising. Reduction of 60% of complexity was achieved, decreasing total complexity and mix.Introduced a new template for new product launch tracking which was adopted by the APJ region.

Product Management:Extensive experience in managing both Consumer and Commercial product lines, including Small Business Desktops, Commercial Displays, Projectors & Printers and Consumer Laptops.

Rated as “Exceptional” in the FY09 yearly review. Maximum bonus plan received – 150% of Bonus Payout Awarded. 

Jul 2004 - Feb 2007

Inside Sales Account Manager


Tele-sales of computer hardware products and services for the home and small business segments in Australia & New Zealand.

Sales Performance:Over-achieving 11 out of 12 months’ targets set Q1 – Q4FY07. Awarded annualsalesconsistency bonus for year 2006.

Customer Satisfaction:Awarded best Customer Satisfaction scores for Q4FY07


2008 - 2009


University of South Australia
2001 - 2004

Bachelor of Laws (Hons)

University of London