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Tanya Selma Mccabe

Global Marketing ♦ Digital Marketing ♦Marketing Communications ♦ Internal and External Brand Marketing ♦ Demand Generation & CRM Marketing ♦ Strategy Development & Implementation | Brand & Portfolio Building ♦ Conceptualization♦ Client Relations & Project Management

Work experience

Nov 2014Present

Senior Manager Marketing, part of the Netherlands MT


Reporting Line:  CEO Netherlands CFO Netherlands dotted line to group

I was brought on board to drive the digital transformation and repositioning of the Trifork brand and to set-up the demand generation and social media programs globally for the Trifork group. Closely aligned with the various management stakeholders and third parties to drive the successful implementation across all channels.

  • Drove the launch and implementation of the new global site and the investor relations site. These included brand and strategy, conceptualization, creative, positioning, digital transformation, SEO optimization and total scrum project management of internal and external resources.
  • Developed from the ground up the new demand generation programs and touch points for lead generation, including closing the loop with sales-force and Marketo integration.
  • Launched new products with core conceptualization and positioning
  • Responsible for the social media touch points, blog community and content strategy
  • Responsible for Internal and external communications 
  • Successfully drove the development of the HR communications strategy, messaging tied to the branding touch points to retain and acquire new talent.
Jan 2013Sep 2014

Global Marketing Director, Digital Media

DMA Institute

Global Marketing Director, Digital Media at DMA Institute (1 year 9 months)

A digital Media technology agency providing digital media auditing and ROI tools and tracking solutions for large Advertisers, Agencies, Publishers and Researchers. empowering digital leaders and global organizations, in “Assessing The True Value Of Digital Media’’

  • Responsible for the  overall marketing communications strategy and re-positioning of digital media technology solution proposition to facilitate the move for global expansion.
  • Successfully drove the overall positioning and roll out of the new corporate identity, brand positioning,  and go 2 market sales toolkit deliverables for the DMA Institute.
  • Played a key role in defining the overall global strategic partner model and co-op marketing programs. Set a strong foundation for DMA initiatives, digital, social media touch points, and acquisition programs.
Mar 2011Dec 2012

Senior Advisor Digital Marketing | Interactive Marketing Council | Leadership Board | Marketing & Strategy Group


Reporting Line: VP & Practice Leader Marketing Strategy 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. The Interactive Marketing Council is dedicated to advancing the knowledge and accelerating the success of marketing executives by providing them with the insights they need to drive their interactive marketing strategy.

Nominee for the Forrester Innovations Award- Client Engagement

  • Globally managing a cross-industry portfolio of clients from $1 billion+ organization.
  • Leadership in the European council touch points: Executive Networking Engagements, Forums, C-Level Events, and driving acquisition and retention activities to grow the European council base.
  • Acting as a trusted marketing advisor in accelerating the success of marketing executives by providing key insights to drive and orchestrate their global interactive/ digital marketing strategies.
  • Developing a customized roadmap approach and addressing core questions around justifying investments, developing strategies for emerging media, improving the performance of digital campaigns and the selection of leading digital agencies.

Serviced across 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.

Apr 2008Mar 2011

Head Marketing, Global Accounts

Cisco International Acquired TANDBERG

Head Marketing, Global Accounts at-Cisco Acquired (3 years) for the setting up and orchestrating the Virtual Touch Program and Global Customer Engagement Program. 

A newly created position Global Accounts team, I set up the overall Marketing Communications Strategy and Global Customer Engagement Programs for the Top 40 Fortune-500 accounts. Responsible for budget, strategy, client engagement programs and third-party vendor management

  • Drove Strategic[pre-sales and post sales] programs to accelerate adoption and expand relationships within these $1 billion accounts. Responsible for budget, strategy, client engagement programs and third- party vendor management.
  • Developed and executed strategic marketing initiatives and customized co-op marketing programs to drive client transformation to accelerate adoption and expand relationships within these accounts, through increased efforts 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 including 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 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 customized end- user programs, communications plans, customized assets, collateral and executable campaign deliverables. Serviced across industry| HSBC, Shell, Vodafone, Citigroup, Ernst & Young, ABN Amro/RBS, Barclays, FedEx, Google, Wal-Mart, Coca Cola, Volkswagen, DANONE, AIG, GE, Johnson & Johnson, BMW
Aug 2005Apr 2008

Marketing & Communications Manager

TANDBERG-Cisco International Acquired

Marketing & Communications Manager at (2 years 9 months)

Acting EMEA Marketing Head(Interim 8 Months) For the EMEA Marketing Team(12 Countries across Europe and Emerging Markets).

EMEA Marketing Manager of the year Award 2007.

  • Responsible for the overall Marketing & Communication Strategy and Channel Marketing Strategy. Closely aligned with the local country managers and channel managers in overall country objectives, strategies, timelines and metrics for local and regional marketing & channel plans towards our strategic alliances and preferred partners.
  • Collaborated with global strategic alliances and channel partners to drive integrated co-op marketing programs and campaigns for lead generation and CRM retention.
  • Drove local versus regional/ global strategies to drive brand awareness, marketing partnerships, co-branding opportunities, trade shows, customized events and new product introductions.
  • Drove PR and media Strategy devising localized strategies, corporate driven product releases.
Apr 2003Aug 2005

Senior Campaign Manager


Senior Campaign Manager| CRM| at (2 years 5 months)

  • Drove the feasibility and delivery of B2B/B2C go to Market Strategies, Multi-Channel Campaigns, and CRM/loyalty programs. Closely aligned with commercial management and channels to define and implement strategies. This involved complete project management and implementation from strategic briefings, fulfillment strategies and processes, project planning, budgets, creative execution to execution and evaluation.
  • Overall responsibility of driving the online and offline media publications strategy targeted at 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
  • International Business Management Course sponsored by Vodafone(completed 31 June 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.
Jan 2000Apr 2003

EMEA Marketing & BrandManger

24/7 Media Real Media Group

Europe at 24/7. (3 years 4 months) 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

Aug 1998Aug 1999

EMEA Marketing Manager

Stream Global Services

EMEA Marketing Manager at (1 year 1 month) 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.

Feb 1997Jul 1998

Customer Care Marketing Specialist

Customer Care Marketing Specialist, Netherlands at Phone 4U- Page3 (1 year 6 months) I was responsible for the customer relations marketing in our retention division. I reported directly to the




IMM Graduate School of Marketing Chartered Institute of Marketing UK