APJ Market Manager - Commercial/Enterprise Markets
Scope of Work
(Market Manager, APJ – Commercial/Enterprise)
Market and Program Communications Management
a.A key charter of this role is to deliver a strategic approach to marketing, planning and delivery to achieve relevant business objectives, increase customer satisfaction and improve our marketing effectiveness and results.
b.Provide both governance and guidance to region and country teams on the strategic marketing framework that will help drive impactful demand generation programs basis in rationalizing fact based factors like market insights, competitive landscape, category traction, seasonality, etc.
c.Rationalize APJ marketing investments by ranking priorities aligning to building growth initiatives, category leadership building, competitor activities and supporting in-country run rate business.My marketing portfolio commands managing an 8-digit budget.
d.I manage APJ wide demand generation programs with country flavor accordingly towards meeting or exceeding ROMI (return on marketing investment) goals set quarterly.At the same time, governance is given to in-country teams in regard to the program framework with clear streamlined value propositions and messaging architecture together with alignment of targets ownership sign-offs.Mid-stream fine tuning on alternative approaches and contingencies are set in pace to ensure targets are maximized.
e.Charter best practices for demand generation programs (online/offline) for APJ geography in redefining marketing with accountability and contribution to business bottom line.This involves rigorous country interlocks to incorporate programs that bring about deterministic returns.
f.The route to market plan incorporates a comprehensive channels/partners ecosystem involving strategic development on the sell to, sell though/sell with aspects together with identifying symbiotic partners that provides varying customer proposition towards maximizing sell out end objectives.
g.Agency management, interlocks and coaching to ensure alignment with marketing objectives and in meeting results.Incorporated within agency management are also mid stream reviews and optimization and synchronization of a 360 marketing mix in delivering a single consistent message and voice (one voice) to the market place.
Areas of Effectiveness
a.Marketing transformation best practices – I am instrumental in providing impetus towards implementing new marketing process, structure and best practices injected to the marketing culture supporting management to transform towards a strategy directed market management perspective aligned with measurable bottom line objectives leading to executing a more effective program plan.
b.Drive quarter on quarter aggressive marketing program pipeline managing an 8-digit budget towards creating business impact rationalized to move IPG’s (imaging and printing group) business indicator needle to focus in growing faster than the market besides achieving a number 1 position for the category.
c.Directed end to end top line programs for multi-function and color solutions, which are key emerging categories covering key APJ countries with key revenue lead goal focus.
d.Co-created marketing framework to guide countries in strategy conversations and directions by focusing on addressing marketing problems with strategic guidance on progressive funneling towards close loop marketing. This includes assisting the countries in contextualizing the value propositions and the sequence of demand generation program activities along an integrated program contact strategy.
e.Provided leadership and handholding guidance to each country in designing their program and metric parameters and helping them to rationalize towards meeting metric deliverables and desired outcomes.
f.Act as a marketing subject matter expert in providing marketing consultancy on all aspects of demand generation and opportunity development and serve as primary day-to-day interface with vendors and internal teams.
g.Successfully guided the agency teams and country teams in adopting a program framework towards maximizing program results.
h.Over exceeded marketing targets and attained a good marketing scorecard for FY07 towards making business impact (moving the needle from previous baseline goals) driving close loop marketing working with channels via sales teams.
i.Instrumental in leading HP Imaging and Printing Group’s big idea IPG 2.0 campaign which is a launch moving from printers to printing and print 2.0, a new positioning to transform businesses in re-purposing the benefit and value added services and applications that will help companies tap on an unfair advantage in the context of a more resilient ecosystem architecture.It incorporates a heavy emphasis on Web 2.0 online and interactive elements.