Liying Lin

Product Marketing Manager with more than 14 years of regional and local product marketing and sales experience in MNCs such as Sony Electronics and Hewlett Packard. Proficient in influencing country teams and strategically managing product portfolio from a regional perspective while implementing localized marketing mix strategies to achieve product, revenue, and profit targets.

Skilled in market and competitive analysis to identify product gaps, providing profitable business proposals to global teams to ensure voice of region is heard during product development process while strong interpersonal and organizational skills allow for effective leadership of cross-functional teams to design and implement solutions to meet stakeholders’ needs and realize sales.

Significant Achievements:

• Cultivated Asia Pacific, Middle East and Africa (AMEA) sales region to become number one region world-wide in 2013 with creatives and video created in Singapore adapted globally.
• Launched pico projector in Singapore in 2015 and South-East Asia (SEA) region in 2016, leveraging learnings from Singapore’s launch to exceed 2016 sales budget by 130%.
• Exceeded sales target by 88% in 2020 with new business accounting for 27% of total sales.

Skills:
Languages: English, Chinese (fluent in speaking & writing)
Computer: Microsoft Office Word, Excel, PowerPoint, Google Workspace, SAP, SQL, Tableau, R programming

CORPORATE SALES ASSISTANT MANAGER (Singapore)                                           
Oct 2018 – Aug 2022
Sony Electronics (Singapore) Pte Ltd, Singapore

Established on 1 October 1999, the business activities of Sony Electronics (Singapore) Pte. Ltd comprises of marketing, sales and service of consumer as well as broadcasting and professional products in Singapore.

Reported to Assistant General Manager, Field Sales. Identified business development opportunities for solutions based corporate B2B business channel while handling account management for 10 clients, including e-commerce platforms Amazon Retail and KrisShop, fintech, telcos, hotels and serviced apartments.

Selected Contributions:

• Over-achieved assigned sales target consistently by 25% in 2019, 88% in 2020 and 5% in 2021.
• Drove demand and lead generation by analysing market trends, developing list of target customers, devising methods to contact decision-makers, and converting sales leads into new revenue streams that contributed 21% of total sales in 2019, 27% in 2020 and 7% in 2021.
• Ideated and developed customer-specific workflows and led a 12-member team of internal and external cross-functional members in their execution, creating 3 recurring revenue streams into 2022.
• Reviewed industry trends, business model and sales data of key account to identify sales opportunities through product portfolio expansion, realising incremental sales of S$130K in 2019 and S$210K in 2020.
• Fostered strong relationship with key accounts, implementing strategic promotions with ROI to achieve 89% sales growth in 2020 and 5% in 2021 despite pandemic-related chip shortages and supply chain challenges.

CHANNEL AND PRODUCT MARKETING ASSISTANT MANAGER (SEA & Singapore)           
Jul 2014 – Sep 2018
Sony Electronics Asia Pacific Pte Ltd, Singapore
Sony Electronics Asia Pacific Pte. Ltd., a subsidiary of Sony Corporation, is the regional marketing and corporate headquarters for Sony's consumer as well as broadcast and professional products in Asia Pacific, Oceania, Middle East and Africa regions.

Reported to General Manager, Product Marketing. Focused on and led mobile accessories portfolio with US $3.5 million revenue for 10 countries in SEA region in product, price and channel strategy.

Selected Contributions:

• Oversaw SEA region’s launch of mobile cables category, country-wise pricing strategy, distribution strategy and channel expansion in 2017, exceeding sales budget by 180%.
• Double-hatted as product marketing manager for Singapore and defined 4P marketing mix by identifying target audience, deploying channel strategy, price setting and executing promotions.
• Analysed consumer trends in Singapore and implemented digital marketing activities via press releases, media seeding, social media (Facebook) and influencers to boost product awareness and sales.
• Spearheaded Singapore’s 2015 pico projector launch and go-to-market strategy with 8 members from sales, marketing and retail teams, contributing US $230K in additional revenue.
• Coached SEA teams in 2016 pico projector launches with learnings from Singapore’s 2015 launch to maximize sales conversion, exceeding sales budget by 130%.

PRODUCT MARKETING SENIOR EXECUTIVE (Asia Pacific, Middle East & Africa)                
Jan 2011 – Jun 2014
Sony Electronics Asia Pacific Pte Ltd, Singapore 

Reported to Assistant General Manager, Product Marketing. Supervised US $50 million battery business across 12 countries in AMEA region, providing leadership for marketing strategy, sales and profit achievement and marketing budget.

Selected Contributions:

• Influenced internal stakeholders to drive business objectives, achieving regional sales budget and grew sales 110% from 2011 to 2013 to become largest sales region world-wide.
• Communicated the region’s business requirements with global product marketing team, influencing the product roadmap to create 2 new products and new colours for 3 products.
• Collaborated with creative agencies to produce 12 artwork creatives and video to highlight products’ messaging for the region. Materials created were adapted globally.
• Facilitated 9 product launches in 3 years by simplifying product positioning, messaging and value proposition and equipping local marketing teams with sales kits.
• Contributed to the setting of 3 regional sales and profit budget by providing marketing direction, sharing best practices, and articulating product priorities and growth opportunities.

PRICING ANALYST (Asia Pacific)                                                                                            
Oct 2007 – May 2010
Hewlett-Packard Asia Pacific Pte Ltd, Singapore

Incorporated in October 1987, Hewlett-Packard Asia Pacific Pte Ltd provides HQ services to its regional network of companies relating to logistics, distribution of computer products, marketing, refurbishment and remarketing of equipment, international procurement, accounting transaction processing and IT.

Reported to Strategy, Planning & Operations Manager, Industry Standard Servers. Tasked in set-up and execution of product and price offering for enterprise servers for 17 APAC countries.

Selected Contributions:

Introduced a regional product and pricing framework to reduce lead time of price updates by up to 30 days. Utilisation rate increased by 30% in one month.

Coursera | Google, Online
Google Data Analytics Certificate, Feb 2023 | Google Project Management Certificate, Mar 2023

International Consortium for Agile (ICAgile)                                                                                    
ICAgile Certified Professional (ICP), Jan 2023

Google Digital Garage, Online
The Fundamentals of Digital Marketing, Oct 2022

National University of Singapore, Singapore
Bachelor of Business Administration, Marketing and Finance