Hi, I’m
Liam Yu
Westlake Village,CA
It's the little things. There's nothing bigger.
Robert Brault
Summary
What are you buying? A Product Marketing Manager with 30+ years of experience developing and executing go-to-market plans for products and services. Consistently delivers messaging highlighting differentiated value propositions in sales collateral, conducts knowledge transfer and training and contributes core messaging for fulfillment of marketing tactics.
Overview
26
years of professional experience
4
years of post-secondary education
Work History
Hitachi VantaraSanta Clara, CA
Senior Product Marketing Manager
11.2021 - Current
Job overview
- Defined marketing strategies and ensured successful delivery of Hitachi's data management products into market
- Promoted adoption of ML empowered enterprise data pipeline and analytics using NLP, LLM, and other self-supervised learning and AI accelerators
- Responsible for GTM plans and assets used in marketing campaigns, web content, field sales materials, partner resources, and event promotions
- Created comprehensive product messaging including value positioning, ROI tools, collaterals, demos, videos, and social media content
- Conducted sales enablement sessions for both customers and partners, enhancing product understanding and sales techniques
- Researched TAMs to analyze competition trends and established technical alliances to strengthen market position
- Brokered CABs (Customer Advisory Boards) for MRDs (Market Requirements Documents) and PRDs (Product Requirements Documents)
- Developed customer advocacy content to enhance brand reputation and customer loyalty.
- Communicated value and position to sales team and developed tools to support selling process.
- Planned new product external launch and release while managing cross-functional implementation of plan.
- Supported marketing programs and campaigns with content and messaging to drive demand.
- Improved product marketing objectives by constructing communication initiatives and branding strategies to increase client outreach.
MetaMenlo Park, CA
Senior Product Marketing Manager
07.2019 - 09.2021
Job overview
- Drove projects for Business Tools and Technology team utilizing cognitive computing technologies like early LLaMA
- Increased Marketing Expert performance and reduced operational risks through innovative technology applications
- Successfully managed over fourteen projects within 12-month period, showcasing exceptional project management skills
- Worked across GBG and SBG business units, demonstrating adaptability and cross-functional collaboration
- Involved in development and improvement of Facebook' Marketing Operations Platform, contributing to efficient marketing operations
- Played key role in enhancing Facebook's CRM system, leading to improved customer relationship management.
- Optimized segment space automation growth by leading marketing strategy and content creation.
- Developed and implemented strategies to optimize product performance across all phases of product lifecycle, from launch to distribution.
ServiceNow (NOW)Santa Clara, CA
Senior Product Marketing Manager
02.2017 - 06.2019
Job overview
- Defined marketing strategy and ensured launch success for digital transformation of IT Operations Management
- Drove differentiated messaging and positioning, enhancing value propositions and competitive marketing
- Developed pricing programs backed by extensive market research
- Delivered marketing and sales programs emphasizing value in productivity, cost, and risk management
- Built technical sales solutions that showcased customer value through machine learning and process automation in IT management
- Marketed cloud service management for enterprises migrating IT workloads to AWS or Microsoft Azure services
- Led programs generating $150M in topline revenue within 9 months
- Compressed sales cycle by 30%.
- Researched competitive solutions and maintained competitive market comparisons and evaluations.
- Assessed new product specifications to meet client needs.
- Planned new product external launch and release while managing cross-functional implementation of plan.
VMware IncPalo Alto, CA
Senior Product Marketing Manager
10.2010 - 02.2017
Job overview
- Developed and launched VMware's Insight and Ignite Workshops, transforming sales approaches into trusted business partnerships
- Implemented advisory selling methods and systems thinking through interactive activities, grounded in industry best practices
- Collaborated with renowned firms KPMG, Accenture, and E&Y to enhance value for clients undergoing digital transformations
- Spearheaded global marketing of VMware's End-User computing product line, elevating its prominence worldwide
- Assembled and led proficient team to integrate Forrester TEI studies into innovative marketing program, shifting customer focus from cost to business value outcomes
- Expedited content strategy development process, relaunching core campaigns and enhancing sales motions to within 8 weeks
- Communicated value and position to sales team and developed tools to support selling process.
- Planned new product external launch and release while managing cross-functional implementation of plan.
IntuitMountain View, CA
Senior Product Manager
06.2006 - 10.2010
Job overview
- Created Intuit's first security services offering, comprehensive suite of solutions for protecting financial data and transactions
- Sold offering to over 1,800 commercial and consumer financial institutions, demonstrating its value and appeal in market
- Reversed security model from cost center to self-sustaining profit center by creating brand and repositioning security as competitive value-add to business
- Redesigned security services as solutions under "Deep Defense" brand, with clear packaging, pricing, and reselling options for Intuit's SaaS banking and business services
- Achieved 90% renewal rate for competitive offerings such as Federated IAM, MFA and mobile secure OTP, EFT fraud services, antimalware, identity theft prevention, business continuity and disaster recovery services, and education.
- Consulted with product development teams to enhance products based on customer interest data.
- Managed cross-functional reliability team that reduced product failures at customer sites by 18%.
- Created product positioning strategies designed to achieve optimal market penetration.
SymantecMountain View, CA
Senior Product Manager
02.1998 - 06.2006
Job overview
- Delivered successful Go-to-Market plan for Symantec Antivirus Corporate Edition (SAV), leading software product in enterprise security market
- Developed comprehensive launch assets including product messaging, technical publications, certifications, business cases, and white papers to support product's value proposition and differentiation
- Established references program backed by customer studies and testimonials to validate product's effectiveness, reliability, and customer satisfaction
- Evolved SAV into world-class enterprise client and host security solutions by continuously enhancing its features, performance, and compatibility
- Achieved 60% market share worldwide, establishing SAV as dominant force in industry and generating significant revenue and profit for company.
- Evangelized for managed products at various trade shows and industry events, communicating effectively with potential clients.
- Developed communications plans for new products, increasing sales 280%.
- Developed and implemented favorable pricing structures balancing firm objectives against customer targets.
- Oversaw internal product team employees and Original Equipment Manufacturer (OEM) partners
Education
Pepperdine UniversityMalibu, CA
MBA from Business Administration And Management
09.1998 - 05.2000
Miami UniversityOxford
Bachelor of Arts from Political Science, Diplomacy And Foreign Affairs
09.1990 - 05.1993
Skills
Market Research and AnalysisDigital MarketingSaaS MarketingContent CreationData AnalysisUser Persona DevelopmentCompetitive AnalysisCustomer Relationship ManagementAgile MethodologiesTechnical AptitudeCollaboration
Social Media Marketing
Content Development
Channel Marketing
Product Marketing
Product Launches
Partner Marketing
Campaign Management
Customer Segmentation
Product Positioning
Pricing Strategy
Marketing Analytics
SEO Optimization
Forecasting
Market Intelligence
Marketing Strategy
Customer Relationship Management (CRM)
Market Penetration
Brand Awareness
Product Promotion
Product Mix
Product Profitability Analysis
Value Propositions
Integrated Marketing Technique
Strategic Alliances
Go-to-Market Plans
Content Marketing
Product Development Lifecycle
Websites
Passion
My professional raison d'être: I've always been driven by the vision of transforming lives through cutting-edge technologies. I excel in defining market and product requirements, project management, agile methodologies, and presenting data to leadership. My experience spans cloud and digital transitions, as well as advancements in enterprise applications, enhancing my understanding of how these technologies catalyze market innovations in data analytics, security, cloud tech, virtualization, machine learning, generative AI, and cognitive computing, driving substantial economic growth and enriching human experience.
Availability
See my work availability
Not Available
Available
monday
tuesday
wednesday
thursday
friday
saturday
sunday
morning
afternoon
evening
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Timeline
Senior Product Marketing Manager
Hitachi Vantara
11.2021 - Current
Senior Product Marketing Manager
Meta
07.2019 - 09.2021
Senior Product Marketing Manager
ServiceNow (NOW)
02.2017 - 06.2019
Senior Product Marketing Manager
VMware Inc
10.2010 - 02.2017
Senior Product Manager
Intuit
06.2006 - 10.2010
Pepperdine University
MBA from Business Administration And Management
09.1998 - 05.2000
Senior Product Manager
Symantec
02.1998 - 06.2006
Miami University
Bachelor of Arts from Political Science, Diplomacy And Foreign Affairs
09.1990 - 05.1993