Kirby Leong

Launched New Global Email Nurture Campaigns

• Situation: Unclear processes hindered marketing teams’ ability to deliver email nurture campaigns efficiently.
• Action: Led end-to-end process implementation, including vendor sessions, milestone tracking, content creation, and quality assurance, while delivering on-time project outcomes.
• Result: Campaigns were delivered on time, generating hundreds of opportunities within six months.

Developed Framework for Customer Buying Experience Program

• Situation: A program to improve customer buying experience lacked clear structure and direction.
• Action: Co-developed a program charter defining goals, metrics, and scope, designed a customer journey map framework, and created a cross-functional collaboration model.
• Result: Leadership and the program team adopted a unified program framework.

Automated Digital Marketing Campaign Workflows

• Situation: Manual workflows and lack of centralized tracking created inefficiencies for marketing teams.
• Action: Coordinated the Adobe Workfront implementation, working with marketing teams and an external partner to define requirements, create a project schedule, organize training, and track deliverables.
• Result: Marketing campaign workflows are streamlined and automated.

Created Email Nurture Campaign Playbook

• Situation: Lack of standardized guidelines led to confusion and inefficiency in global email nurture campaigns.
• Action: Co-authored a comprehensive campaign playbook containing leading practices, guidelines, and templates.
• Result: Marketing teams now have a standardized framework for collaboration.

Retired Costly Legacy Website

• Situation: SAP aimed to retire its 20-year-old Service Marketplace to improve efficiency and reduce costs.
• Action: Led the auditing, archiving, and migration of 20,000+ assets, coordinating with 150+ stakeholders and subject matter experts.
• Result: SAP saved over $1M annually by retiring the Service Marketplace.

Launched SAP Trust Center

• Situation: SAP leadership required the SAP Trust Center to be launched within a strict timeframe.
• Action: Worked with distributed subject matter experts and technical teams to create content explaining the technical features, agreements, compliance, standards, and regulations.
• Result: The SAP Trust Center launched on time, strengthening SAP’s credibility as a cloud service provider.

Improved Efficiency of SAP.com Digital Presence Request Process

• Situation: Digital presence requests on SAP.com averaged four weeks to process, creating delays.
• Action: Collaborated with the Digital Presence Request team to diagram and examine workflows, identify inefficiencies, and implement process improvements.
• Result: Request processing time was reduced by 50%.

Created Emerging Technology Portfolio Area on SAP.com

• Situation: SAP leadership needed to announce an emerging technology portfolio at an annual conference.
• Action: Coordinated subject matter experts, scheduled working sessions amid summer vacations, resolved strategic disagreements, and managed content creation and publishing on SAP.com.
• Result: SAP leadership was pleased to reference the SAP.com portfolio area in their announcement.

Refreshed SAP Community Product Page Content Strategy

• Situation: SAP Community product pages delivered a poor user experience.
• Action: Analyzed user research, developed a new strategy, implemented it across five community areas, and wrote new guidelines.
• Result: The SAP Community is better able to meet the information needs of its members.

Organized and Hosted Team Planning Session

• Situation: The SAP Community team wanted to conduct a 3-day, 50-person, on-site team planning session.
• Action: Planned and hosted the planning session, coordinating the agenda, logistics, and materials.
• Result: Senior leadership praised the session for its effectiveness and outcomes.

Conducted Research Project into Marketing Content Strategy

• Situation: Identified opportunity to analyze marketing content strategy in a digital transformation initiative.
• Action: Developed a compelling proposal and collaborated with Studio SAP to lead a research study, interviewing 120+ subject matter experts, synthesizing key insights, and delivering a comprehensive report.
• Result: The program leadership praised the report for its depth and thoroughness.

• Situation: SAP Banking Industry team had a stagnant social media presence.
• Action: Collaborated with subject matter experts and external writers to produce content as per an editorial schedule, wrote industry articles, and partnered with a social media specialist to implement strategies.
• Result: Engagement metrics increased by 200% over the previous year.

• Situation: SAP Analytics Community stagnated due to not having a dedicated manager.
• Action: Worked with Community Engagement Expert to recruit and nurture an analytics-focused SAP Mentors group, liaised with subject matter experts to develop and drive content schedule, and published a monthly newsletter for 300,000+ subscribers.
• Result: Community activity by 20% and the number of active contributors doubled.