Years of IT Product Marketing Experience
Anita Chung
Sr Product Marketing Manager
Fremont,CA
Overview
20
20
Work History
Product Marketing Consultant
People2.0
San Francisco Bay Area
11.2022 - 02.2023
- Obsessed with client needs and worked across all business areas to build results-driven information security product marketing plans for the cybersecurity and threat intelligence portfolio
- Developed GTM strategy, positioning and messaging, optimized launch plans, created GTM assets, messaging, collaterals, & campaign kits while managing launch milestones and shifting requirements in a fluid, fast-moving environment and collaborating with sales to generate excitements and leads.
Americas Marketing Manager
UTIMACO INC
San Francisco Bay Area
04.2021 - 07.2022
- Designed and led Fintech and SaaS-based zero trust info security programs to drive awareness and pipeline progression via impactful storytelling, events and digital, sales plays and media campaigns
- Worked cross-functionally to plan and execute B2B audience strategy, GTM planning, marketing collaterals, thought leadership, client acquisition and installed base marketing
- Led product marketing and GTM efforts (Apr – Jul 2021)
- Built and optimized strategic plans, B2B digital campaigns and assets for purpose-built thought leadership and demand generation for the information security and compliance segment
- Engaged ABI Research to design and conduct market research programs in multiple geos
- Focused on GTM processes, planning and execution, measuring value to customers, pipeline built and progression, geo expansion campaigns in partnership with Sales to achieve OKRs (Jul 2021 -Jul 2022).
Global Product Marketing Leader, Developer Marketing
IBM CORPORATION
San Francisco Bay Area
07.2018 - 06.2020
- Raised awareness of IBM leadership in open-source tech and led marketing programs for open-source communities to dramatically increase cloud adoption while helping application developers sharpen their Data & AI/ML, Blockchain, Cloud, Java, and other open tech skills to build their tech stack and to solve business problems
- Developed, iterated and amplified GTM and ABM plans with persona specific client journey, value-proposition, videos, digital campaigns and F2F events to activate millions of developers (300% year over year growth) on cloud
- Drove success for developer content and book sponsorship programs in partnership with O’Reilly to scale global adoption.
Global Industry Marketing Leader, Collaboration Solutions & Talent Management Solutions
IBM CORPORATION
San Francisco Bay Area
11.2017 - 06.2018
- Led B2B content strategy and development of thought leadership content
- Navigated complex organization structure to collaborate with cross-IBM and external teams to feature industry specific campaigns across digital and F2F event touchpoints to engage line of business (LOB) and C-Suites in industry context
- Boosted lead revenue for key accounts by 20% through ABM in partnership with Sales to deliver memorable, innovative end-to-end client journeys through campaigns and digital experiences
- Expanded global business through invitation-only LOB client events as surround tactics at industry-specific events such as the SIBO Conference by National Retail Foundation (NRF) to strengthen client relationships by personalizing interactions at scale and leveraging analytics to identify the moments that customers truly cared about.
Senior Global Performance Marketing Team Lead, Analytics Platform and Solutions
IBM CORPORATION
San Francisco Bay Area
02.2015 - 11.2017
- Influenced regional B2B GTM execution targeting enterprise decision makers, IT influencers, and developers in 20+ countries
- Hands-on demand generation via digital, paid media and lifecycle marketing for Internet of Things (IoT) and Product Lifecyle Management (PLM), Data Management, Data Security, Content Management and strategic marketing with SAP and Box
- Led teams to implement demand gen and media placement plans to achieve marketing OKRs and maximize ROI
- Led a team of 6 to deliver pipeline 19% above plan and win revenue 2.6x above 2016 plan via digital and event marketing
- Increased engaged visits from 7% to 13% in one month by facilitating rigorous A / B testing of landing page layout and CTA asset selection
- Reached new business contacts and generated high quality responses 50% above benchmark via ABM.
Global Program Director, Cloudant Marketing
IBM CORPORATION
08.2014 - 02.2015
- Launched a SaaS product Cloudant in Japan & APAC (KR, HK, TW, Singapore, Thailand and China)
- Partnered with local key stakeholders on messaging, positioning, customized content and B2B GTM plans targeting white space to meet local needs
- Engaged 25K+ cloud developers in AP (20% above plan); influenced PR activities (100+ coverage on AP launch day alone).
Global Program Director, Digital Marketing
IBM CORPORATION
01.2014 - 07.2014
- Defined strategy and project managed digital campaigns to accelerate B2B marketing pipeline
- Optimized effectiveness of paid media, social media and web events and led a team of 7 employees plus contractors to deliver inbound organic traffic, increased Twitter followers by 23%, brand impressions by 42% and engaged visits by 20%.
Senior Global Product Marketing / Market Segment Manager, Data Management
IBM CORPORATION
04.2009 - 12.2013
- Developed the data management product marketing plan for Linux, Unix and Windows
- Led new product introduction, positioning, competitive analysis and marketing asset development projects and to grow B2B client acquisition and revenue growth
- Received Team Excellence Award for launching Db2 10 to accelerate SMB adoption - extensive drumbeat resulting in 130 external quotes, 300+ early access program participants; 100+ press articles at launch and 4000+ registrants for launch events; reached 95K users via digital, social media and coverage at Sapphire, TDWI, IDUG and IBM events.
Timeline
Product Marketing Consultant
People2.0
11.2022 - 02.2023
Americas Marketing Manager
UTIMACO INC
04.2021 - 07.2022
Global Product Marketing Leader, Developer Marketing
IBM CORPORATION
07.2018 - 06.2020
Global Industry Marketing Leader, Collaboration Solutions & Talent Management Solutions
IBM CORPORATION
11.2017 - 06.2018
Senior Global Performance Marketing Team Lead, Analytics Platform and Solutions
IBM CORPORATION
02.2015 - 11.2017
Global Program Director, Cloudant Marketing
IBM CORPORATION
08.2014 - 02.2015
Global Program Director, Digital Marketing
IBM CORPORATION
01.2014 - 07.2014
Senior Global Product Marketing / Market Segment Manager, Data Management
IBM CORPORATION
04.2009 - 12.2013