Singapore

Serene Ho

Global Field Marketing Director

Introduce yourself, define mentoring expectations and goals. Learn and grow together.

General mentorship

Making remote and globally distributed teams work for you and your needs.

Working remotely

Navigating micro-aggression, getting paid what you are worth and finding a community.

Being a woman in tech

Understanding factors that lead to a motivated team - recognition, communication and more.

Keeping team members motivated

Understand the process of training, motivating and directing your team members.

Managing people

How to create a positive workplace culture that drives collaboration and productivity?

Fostering a good team culture

Steps to building and maintaining a strong, cohesive and effective team.

Building an effective team

Learn the tips to successfully manage a team in a remote environment.

Managing a remote team

Strategies for maximizing your design internship or co-op program.

Getting the most out of my internship

Tips for transitioning into a new role or company.

Changing roles

How to successfully prepare and position yourself for a job promotion?

How to get promoted

How to ask for a promotion and negotiate for salary raise?

Negotiating a job offer

Get actionable feedback on your resume or portfolio.

Resume and portfolio review

Practice HR, technical and behavioural interviews with mentors.

Practice mock interviews

Manage team expectations and get the most out of your meetings.

Running effective meetings

Identify and define potential product problems and generating possible solutions.

Identifying problems vs solutions

How to work with team members with different skill sets but towards a common goal?

Working cross-functionally

How to create personas, and leverage them in design.

Creating and leveraging user personas

I volunteer time to mentor within the ADPlist community.

Multiple Angles is a newsletter/podcast that collects personal stories from people who've been there to inspire your own answers.

I lead the global field marketing organization for Mixpanel. We're focused on driving awareness, user acquisition and user community development to support the company's Product-Led Sales motion.

Mixpanel helps product companies to better understand their users, powering insights that support improved conversion, engagement, and retention. 

As the first regional marketing hire, I built and lead the marketing function and team in APAC, working alongside the regional sales and partnerships leaders to drive our fast-growing business here. Since December 2021, I have also managed our EMEA & LATAM marketing team. 

My key focus as part of the regional leadership team is to create a marketing strategy that drives customer acquisition and retention, aligned with the strategy and efforts of the sales, partnerships, sales engineering, and customer success team. My team executes this strategy through a variety of tactics, including, on and offline events, community partnerships, partner marketing, digital campaigns, ABM, PR, SEO, localization, and content marketing.

As a regional leader, I also work with my global peers to execute our global marketing strategy and vision by contributing to global processes/decisions and collaborating on global projects.

I led the global programs strategy and project team to support the revenue goals of the Hitachi Smart Spaces business. Working with the business unit sales leaders and portfolio marketing leads, I created the program route to market, messaging and content strategy. I then flowed this down to our regional teams and worked with them to localize and deploy the programs.

As the overall owner of the program demand generation KPIs, I worked with the broader global and regional team, external technology alliances and partners, as well as Hitachi group companies to deploy, review, and optimize the programs to deliver the right results.

Hitachi Smart Spaces is a solution that incorporates video data, computer vision, IoT sensors, and analytics to enable cities, airports, retailers and other entities to become smarter, safer and more efficient.

Key achievements:
Creation of nurture program and related assets from scratch, achieving rapid rollout within first 4 months in role

As part of the APAC marketing leadership team, I am responsible for driving marketing for the IoT and analytics business across APAC, working with corporate stakeholders in demand generation, product marketing, operations, digital marketing, and other cross-functional teams. I own the marketing KPIs for these lines of business.

My main charter is to support the IoT and analytics lines of businesses in APAC through the direct strategic planning and rollout of programs, driving and supporting activity with in-country marketing teams, and focusing on delivering ROI for the activities that are being run for the business. This also includes working with channels and alliances team to support their joint activities with partners for IoT and analytics.

Key achievements:
191% achievement of marketing sourced revenue target in FY18
236% achievement of MQL target in FY18

I provided strategic marketing consultancy, serving as marketing director for APAC and the company's first in-region marketing resource.

Key focus areas:
- Implement structure into measurement of marketing ROI, working closely with sales
leadership on pipeline building and measurement
- Build regional marketing plans and provide strategic insights into local market
nuances and requirements while supporting revenue goals
- Strengthen relationships and joint-marketing with partners to drive increased volume
and quality of joint-activities
- Manage regional PR activities and agencies to build brand/product awareness in the
market while supporting these efforts with community activities

Datameer is a big data analytics platform that allows organizations to make big data more accessible within their organizations while enabling data management, governance, and security. I headed marketing in the APAC regional leadership team and was responsible for the go-to-market strategy and budgets for this region. I worked with the sales leadership to align local and global plans to drive business in the region.

This included the management of demand generation, strategic partnerships, lead and pipeline management, building awareness, localization and marketing operations.

Key Achievements:
- Built and owned relationships with key technology partners to realize joint marketing efforts across Asia Pacific (over 10 joint activities in the first 10 months)
- Rapid growth of marketable database for the region by 198% in the first 10 months
- Drove an increase of nett new opportunities created by 6x versus the previous financial year

CommScope helps companies around the world design, build and manage their wired and wireless networks. I came on board as Marketing Manager for APAC and was responsible for the full scope of marketing activities including demand generation, events, PR, lead management, reporting/measurement for the enterprise and wireless business units of the company.

With the adoption of revenue marketing, I moved into a new role of Revenue Marketing Manager, APAC for the wireless business unit. In this role, I was responsible for all aspects of marketing with a new focus on driving the transformation from traditional marketing to revenue marketing (marketing with measurable impact on sales revenues). A key responsibility was to manage a global team of collaborators to create topical campaigns (global rollout) and account-based marketing campaigns.

As part of this, the company tapped on my past experience with data-driven marketing and marketing automation and I helped to build in-region best practices around marketing automation and reporting/analysis. 

Key Achievements:
- Introduction of new marketing channels to the APAC marketing mix e.g. Linkedin,
search engine marketing
- Presented with the Star Award for Agility/Innovation/Integrity in Sept 2015
- Exceeded qualified leads target in 2013
- Exceeded marketing influenced opportunity targets (and global average) in 2014

Soldgers was an early-stage e-commerce start-up seeking the next stage of growth. I was brought in to build their marketing capabilities to meet expansion goals.

Marketing best-practices introduced during my time at Sold included:
- Implementing marketing effectiveness metrics and business intelligence
- Improving cost of acquisition and acquisition to revenue conversion rate
- Implementation of new business models to increase revenue streams

Member registrations and conversion to revenue improvements were made by driving 3rd party online marketing and marketing automation with insights obtained from mashing sales data, marketing data, and 3rd party advertising reports.

Key Achievements:
- Reduced cost of acquisition by over 60% while reducing marketing costs by 40% in 3 months
- Increased spending per customer on the Shop site by 5x in 3 months

The marketing team at Quest had to drive pipeline for a number of business units and I joined as the first Marketing Programs Manager (consultant) in APJ for the Data Protection Business Unit. I was responsible for creating the regional-level marketing strategy for the BU in terms of focus areas and budget distribution across different marketing channels. I rolled out corporate-level business unit priorities and strategy to the local field marketing and sales teams for local execution to drive pipeline.

I also worked with the regional partner marketing on the dissemination of partner marketing materials and programs as well as the administration and selection of MDF-funded activities.

My key charter in this 6-month project was to ensure that there was a bridge between the local business unit sales teams and the local marketing teams and corporate marketing that had to generate pipeline for all 6 business units in the company.

I was part of the pre-IPO start-up team in APAC, coming on-board as the first in-region marketing headcount to lead/build the marketing function in the region. As part of this journey, I was responsible for hiring, nurturing and managing the performance of the marketing team (1 Events Manager and 2 Business Development Representatives) to jointly achieve pipeline KPIs. This included the establishing of the Business Development function in the APAC region and managing the team to achieve opportunity development targets.

I owned and worked on the regional go-to-market strategies in collaboration with the regional sales leadership and also engaged in quarterly business planning and reviews with Qlik's partners.

The regional marketing strategy was split into 2 parts; direct which was driven directly by Qlik (including demand generation, PR,  events, direct marketing, telemarketing, online advertising,
email marketing) and indirect which was driven through partners (activities funded by MDF with content support from Qlik).

The company introduced marketing automation during this time and I was part of the initial rollout. I drove usage, best practices, and processes for the team. 

Key Achievements:
- Successfully built marketing capabilities for the company starting from scratch to cover all aspects of marketing from events to PR, marketing automation, digital and lead qualification via a business development team
- Demand generation via events, direct marketing, telemarketing, online advertising, email marketing which in 2011, brought in more than 8x ROI
- Regional outstanding achievement award 2009/2010 and Functional achievement
award 2010/2011

Serene Ho🇸🇬

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