1. William Soong Wei Lien
28 Flora Drive, #06-52, Ferraria Park 9820-9043 (Mobile)
Singapore 506951 wllmsoong@yahoo.com.sg
Objective
Establish a rewarding career delivering best in class Digital Transformation Experience and Brand Magnetism
Business Experience
Hewlett Packard Enterprise HPE Mar 2015 -
Manager, Global Digital Marketing and Media
 Lead Media Strategy development within APJ HPE Digital Marketing Center of Excellence team, and drive smart Digital
Transformation adoption across the BUMarketing teams that delivers measurable Business Outcomes for long term business
continuity and longevity as well as short term quarterly KPIs.
 Collaborated with APJ Enterprise Group to develop an “Always On” Digital Demand Center that combines Key elements
of Digital Surround Inbound with Programmatic, Tagging & Tracking, Data Analytics & Data Driven Marketing, Audience
Segmentation, Content Strategy mapping with Buyer’s Journey and Re-engineered Marketing/Sales nurturing process (Chat,
Inbound Tele, Leads routing and management) that drives continuous stream of good quality leads towards Revenue
generation by Sales. Combination of4 key pillars – Digital Strategy, Data Analytics & Audience Strategy,Content Strategy,
Nurture Strategy. Delivered USD 3M pipeline in 3 months of activation, and building momentum. This “Always On”
approach is replicated by all BU Marketing Teams in APJ as well as WW.
 Supported HPE EG/ES/SW/Cloud/Aruba Marketing teams across 13 countries with quarterly Digital campaign strategy,
planning & execution, data driven marketing enablement, KPI optimization, Close Loop marketing process, Lead
Management and Post Campaign review.
 Supported the Global HPE Brand Campaign to create awareness ofnew HPE brand in APJ in collaboration with WW Media
Team, Brand Team and APJ Media Agencies across Tier 1 Markets. And helped transformed the Brand Campaign to
Demand Generation leveraging Audience data insights and promote effective audience targeting with relevant content.
Turning WW awareness goals into APJ Revenue goals.
 Drive the Development of APJ Adtech framework with WW Adtech Strategist, to build the foundation of Data Driven
Marketing that enables Media Strategy to come to life. Established the Data Management Platform (DMP) to collect 1st
Party contact Data, Tag Management System (TMS) and Tagging Strategy for effective data collection that reduces page
latency, Doubleclick Bid Management (DBM/DSP) for Programmatic buys, Real Time Reporting platform for Campaign
Optimization. And future proof this technology framework with upgrading to ensure HPE Marketing is properly supported
to make informed digital campaigns planning and revenue optimization.
 Managed Regional Media Agencies and Global Media Partners relationships (Google, IDG, CBSi, Facebook etc) to identify
best-in-class Media, Search and Paid Social digital innovation and best practices that empower HPE teams with effective
digital tools to amplify digital metrics KPIs across the Marketing Funnel. Initiated QBRs to promote HPE Marketing digital
uplift and confidence with digital disruption/transformation.
 Piloted digital innovations with HPE Marketing, for example, Data Driven Marketing - Retargeting and Programmatic
buying, Dynamic Retargeting, Digital Account Based Marketing, Mobile and Geo-targeting that keeps HPE one step ahead
of competition to excite right users towards specific HPE content/messaging. Improving smart “Block & Tackle” approach
and create opportunities to take share from competitors.
 Drive the APJ transition of Global Media Agency from OMG to Publicis, and standup Digital infrastructure and Strategy
effectiveness in FY17. Owned multiple critical workstreams (Campaigns, Adtech,Processes,IIP, Reporting) to ensure APJ
Vendor and HPE marketing are successful.
 Collaborated with APJ Procurement team to manage contracts agreement that ensures good service quality of APJ Media
Vendors and deliverables to HPE Marketing, as well as WW Vendor migration.
EMC Asia Pacific/Japan Jun 2006 – Mar 2015
Digital Marketing Operations Manager, APJ
 Managed a team to design effective Digital Campaign, data management and Leads / Inbound processes to 13 regional
offices in Asia Pacific. Using simple 3 simple steps approach – Stimulus / Interaction / Inbound to create an automatic
demand and lead generation digital factory.
 Managed timely rollout of APJ led Digital Media for key global Cloud and Flash campaigns, delivering above benchmark
CTR and improving organic search and EMC brand magnetism. Review and optimize digital mix and placement with Media
Vendor through data performance analysis to increase inbound and simplify sales motion with eStore engagement.

2. William Soong Wei Lien
28 Flora Drive, #06-52, Ferraria Park 9820-9043 (Mobile)
Singapore 506951 wllmsoong@yahoo.com.sg

 Appointed Project lead to drive Digital Marketing platform for regional rollout and adoption in APJ. Drive APJ Data quality
project to Optimize customer engagement, retention and Retargeting/Nurture function. Drive regular status update calls
with APJ Field leads, APJ Digital Media Vendor, Technical and Corporate management team to deliver ROI.
 Maintain good working relationship with countries’ digital marketing and data analytic team through regular status review
and ensure stakeholders are aligned with right Digital engagement, Marketing Science Propensity to buy model and best
practices to push higher results and ROI.
 Assist Country Field Marketing to plan and implement marketing campaigns – both digital and events. Aligning field
marketing strategies with Global programs / governance and marketing databases analytics and to implement effective
marketing and improve ROI.
 Manage SFDC Leads management systems and tracking of marketing leads and opportunities. Generate Leads report and
monitoring of leads aging to understand Marketing performance and Sales conversions.
 Co-lead in developing and designing a Customer Install database with Products footprint, to enable/alert field marketing
team to implement cross sell/up sell type campaigns. Gathering and consolidating information across customer service,
contracts and transactional data. Presenting company and data intelligence to facilitate sales engagement and productivity.
 Helped to implement data best practices and build appropriate data infrastructure in EMC.
 Developed data management audits, quality and integrity reports to create an effective data warehouse and enabling
Marketing with clear understanding of Contacts for effective Digital/Social/eDM campaign engagement.
 Define data workflows and rules of engagement in relation to data, Inside Sales, online services and regional countries’
business owners to drive efficient and effective marketing plans.
 Enable APJ countries’ with proper tools like Adobe Target/Omniture, Google Analytics, and database effectively manage
their reporting to properly show digital performance and discover ways to optimize as a team.
SAP Asia Pacific May 2005 – May 2006
Marketing Data Services Manager (SAP Asia Pacific)
 Managed and lead Data Ops team to design effective data management and data processes to SAP regional offices in APAC.
Also to maintain good working relationship with countries’ marketing and data team.
 Helped to run regional marketing campaigns and build data best practices and infrastructure in SAP.
 Define data workflows and rules of engagement in relation to data, telemarketing, online services and regional countries’
business owners to drive efficient and effective marketing plans.
 Developed data management audits, quality and integrity checks to create an effective data warehouse.
 Define enhancements to current data systems and appointed to drive systemadoption by regional countries.
 Run UAT and work with development team to enhance data systems. Thereafter to train and educate the regional countries
on the improvements. Also to gather feedbacks to development team.
 Appointed lead for regional data migration project to consolidate regional countries external data into designated SAP data
systems. Lead APAC data migration discussion in global data workshop to discuss timeline and simplifying migration.
 Appointed Co-Lead for China SAP office run 3rd Party Application Project. Helped design datamart requirements and
business processes with Vendor. Involved in the Vendor Assessment, Needs analysis, and rollout.
 Appointed lead for data workshops to regional countries,to run through data management shortfalls and issues.And driving
data best practices like regular data audits, health checks and effective data management processes.
 Supported Marketing managers on campaigns and results/reports collation and enable better optimization to Marketing
Campaign. Also assisted Analytics to better derive propensity modeling to gather better results frommarketing budget.
Dun & Bradstreet
Division Leader, Data Management & Marketing (Research & Operations) Jan 2001 – May 2005
 Managed a team to generate business research,direct marketing and telemarketing campaigns, product penetration survey,
conferences and database projects.
 Primary objective is to generate revenue via the usage of every facility available in the business market and within the
company database as well as regional oversea offices’ databases to fulfill client marketing projects and research needs.(i.e .
Thailand, Philippines, Indonesia, Vietnam, Hong Kong, Japan, India, China and Korea)
 Account/Project management - from the initiation of negotiations till the end product delivery to the client.
 Ownership of Corporate databases,Consumer databases as well as Registry of Companies (ACRA) records. Undertake the
renewal process of the databases to ensure quality, efficiency and integrity.

3. William Soong Wei Lien
28 Flora Drive, #06-52, Ferraria Park 9820-9043 (Mobile)
Singapore 506951 wllmsoong@yahoo.com.sg
 Meet and educate clients about the professional services on client visits and negotiate for deals. (eg. AMEX, Citibank,
Standard chartered Bank, HSBC, Hewlett Packard, IBM, Sun Microsystem, MMS, Dell & Agilent)
 Generate new revenue vehicles for the department by creating new customized marketing profiling and target market to
reach potentials effectively.
 Establish new business partnership with other organizations to enhance database sensitivity and fulfillment of business
orders. (e.g. IBM Consulting, ACRA, SNS, Ministry of Law & Singapore Yellow Pages)
 Manage CRM database and working closely with Sales and Marketing department to provide service support to existing
clients – new products, newsletters and client relationships.
 Prepare action plan and direction for the department.
 Database modeling and profiling to derive results/analysis using MS Access, Excel, SQL and Macros spreadsheets to
automate daily processes.
 Awarded Best Associate for FY2002 for good performance and commitment.
 Triple the revenue for FY2003 from improved data quality, research, coverage and delivery time. Improved revenue for
FY2004 with new Data product development.
Chase Manhattan Bank
Financial Analyst (Financial Management Group) Jun 1998 - Dec 2000
 Prepared monthly management reports that covers Treasury, Private and Corporate Banking division.
 Prepared credit revaluation and administration to insure safe operation and credit worthiness.
 Assisted project managers to upgrade financial and management reports. Contributed to the success ofincorporating Y2k
and European Monetary Union (EMU) into the accounting system.
 Prepare budget and asset expense allocation. Generated variance analysis for actual and planned profit and loss statement.
 Managed funds control for bank and corporate and institutional clientele. Planned smooth transition of payment of funds.
Generated small FX deals for customer and maintain prompt client service on FX rates, charges and payment.
 Ensure efficient operational process of bank settlement and provided diligent trader support.
Deutsche Morgan Grenfell
Business Controller (Controlling) Sep 1997 - May 1998
 Prepared financial statements that comply with all required generally accepted accounting principle.
 Maintained proper documentation and controls to ensure integrity of loans, credit and investment review.
 Reconciled monthly operating ledger for accuracy and reasonableness
 Assisted project managers to upgrade the accounting application system. Incorporated brand new accounting systemand
integration into existing system.
Education
 National University of Singapore
Bachelor of Business Administration (Finance) Jul 1994 - Jul 1997
 National Junior College
Arts Jan 1990 - Dec 1991
 Anglo Chinese Secondary School
Pure Science Jan 1986 - Dec 1989
Skills
 Google DMP and DCM - Taxonomy and 1st Party Data Analysis (Good, Leverage Media Vendor)
 MS Access - Prepare Forms, Relational Queries, Database Management and Manipulation (excellent)
 MS Excel - Pivot Tables, Graphic presentation, Macros spreadsheet (excellent)
 Brio, Business Objects – Prepare analytical Reports from multiple relational tables and publish it (excellent)
 Adobe Target / Omniture Digital Reporting / Tableau / SFDC Leads Management
 Aprimo / Eloqua / Market First / Exact Target
 Powerpoint (Presentation), MS Words, SQL, SAP R/3, SAP CRM,


4. William Soong Wei Lien
28 Flora Drive, #06-52, Ferraria Park 9820-9043 (Mobile)
Singapore 506951 wllmsoong@yahoo.com.sg
Reason for Leaving
 Become a better Digital Demand Expert leveraging Digital Transformation coupled with Database Intelligence to drive
greater Marketing and Sales productivity. With opportunity to manage a department of digital operations to push the
envelope of Digital and Social functions to drive Brand magnetism and Demand Gen automation.
Remuneration
 Current : Annual package - 150k + Variable Bonus
References
 Jonathan Yang
Director, Global Media and Digital Marketing
Email - jonathan.yang@hpe.com
H/P - +65 97663490
 Nik Ong
Director, APJ Digital Marketing
Email - Nikolaus.Ong@emc .com
H/P - +65 86086180
 Fanny Wong
Snr Manager, Marketing Operations
SAP Asia Pte Ltd
H/P – 92975408