Caroline Tan Global Resume

1. Caroline Tan Palatine, IL 60067
www.linkedin.com/in/carolinetanus (847) 963-9086 ■ carolinetanus@gmail.com
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DIRECTOR OF MARKETING
Leadership experience showcased by history of career progression, multiple awards, and impressive record of
marketing and sales accomplishments. Passionate about leveraging strong skills in data analytics, organizational, and
project management to drive development of effective sales and marketing strategies. Extensive background targeting
and understanding of Fortune 1000, G2000, startup, and venture capital funded companies within and outside the
US. Familiar with purchase trends and behaviors of different types of technology buyers, from end users, system
integrators and hosting companies to independent software vendors and resellers. Expertise in:
Market Intelligence Integrated Marketing Digital Marketing
Database Marketing Emerging Markets Development Sales Enablement and Training
Event and Campaign Planning Vendor Relationship Management Partnerships and Alliances
Language Skills
English ■ Mandarin ■ Malay/Indonesian ■ German ■ Japanese
Professional Experience
Senior Portfolio Marketing Manager – North America
IBM Corp., Chicago, IL 2014 – Present
Lead market management for Managed / Cloud Services segment, which represents $50B opportunity. Direct data-
driven marketing, segmentation, value proposition development, event and campaign planning and execution, and
sales enablement and engagement. Serve as advisor to 20-person sales and marketing leadership team focused on
identifying emerging services providers and prioritizing sales and marketing efforts on key accounts to expedite
whitespace accounts penetration and competitive win-backs.
 Led team of 5 marketers in market research, market segmentation, value proposition, enablement, campaign and
event development, and execution, driving sales team to increase new client acquisitions by 25% ($70M net new
revenue) within 24 months, prioritizing 5.5K accounts on quarterly basis.
 Headed development of bi-monthly e-newsletter showcasing thought leadership, latest solution offerings, key
events, and social/digital eminence education for 70K+ clients and prospects, identifying 50K+ new contacts
through growing population 3X within 9 months, reducing annual costs of newsletters by 25% ($10K) through
partnering with channel enablement team.
 Decreased market research costs by 60% ($350K) within 12 months by leveraging internal market intelligence
resources and telemarketing teams in primary research and segmentation projects versus using market research
companies.
Senior Competitive and Whitespace Manager – North America
IBM Corp., Chicago, IL 2008 – 2014
Directed initiatives to target and develop accounts across 40+sales territories in multiple market/industries (banking,
healthcare, manufacturing, retail, and technology). Collaborated with sales and marketing leadership teams to identify
and review emerging market segments, developed account selection and segmentation process for 30K accounts,
and created prospecting and pre-sales enablement deliverables.
 Contributed to driving $1B revenue and 18%-46% YTY growth rate over 5-year period, facilitating account
planning, prospecting, and business development efforts for 2,000+ sellers, leading cross-discipline marketing
team, developing portal to capture market intelligence, web enablement, and webinars for whitespace accounts.

2. Caroline Tan – Page | 2 (847) 963-9086 ■ carolinetanus@gmail.com
 Provided sales team with selection of target clients, customized emails, selection of follow-up events to be included
in multi-phase face-to-face meetings, marketing campaigns and events, resulting in sellers who leveraged
program deliverables achieving 50% higher whitespace account penetration rate.
 Conducted 700+ prospecting strategy sessions with North American sales team, cultivating new whitespace
account relationships, access competitive win-back clients, generating YTY double-digit growth in whitespace
revenue and boosting IBM market share from 2% - 8%.
 Reduced portal development costs by 50% (total cost savings of $150K), hiring full-time interns versus using in-
house portal development contractors.
 Achieved 50% cost reduction ($600K cost saving) by leading development of a consolidated market intelligence
tool, utilizing cross-functional team resources for sellers’ account planning effort.
Territory Marketing Manager
IBM Corp., Chicago, IL 2002 – 2007
Developed marketing plans for 14 Midwest territories. Emphasized in identifying emerging and competitive markets
(e.g., life science, legal, engineering, and technology consulting services). Created competitive win-back strategies
focusing on Dell, Compaq, Oracle, and Microsoft.
 Generated leads valued at $50M by leading and coordinating regional multiphase solutions campaigns with 11
Territory Partner Managers and Solutions Marketing Managers, improving seller productivity by creating new sales
enablement tools.
 Initiated proposal, negotiated third party agreement, and coordinated resources, developing centralized competitive
intelligence portal used by North America sales team for account and competitive profiling.
 Simplified campaign execution process by developing campaign-in-a-box methodology, which was rolled out within
other regions in North America for rapid solution campaign execution.
Additional Professional Experience
Global Solutions Market Intelligence Lead and Market Intelligence Analyst
IBM Corp., Chicago, IL
IBM Corp., Corepoint Technologies Division, Indianapolis, IN
Corporate Communications Executive
(PCS Network), MRCB Telecommunications Sdn Bhd, Kuala Lumpur, Malaysia
Marketing Executive
Children’s Marketing Division / Public Relations Intern, Group Marketing Division – KFC Holdings,
(M) Bhd, Kuala Lumpur, Malaysia
Awards
IBM America Marketing - 4 Manager Choice Awards (2014 – 2017)
Received VP Marketing Award; SMB Marketing Excellence Award; America Marketing Talent Spotlight Award Honored
with SMB Marketing Bravo Award (2003) and SMB Marketing Excellence Award (2002).
Education
Master of Science (MS), Information and Communication Sciences, Ball State University, Muncie, IN
Master of Arts (MA), Public Relations; Minor in Organization Communication, Ball State University, Muncie, IN
Bachelor of Arts (BA), Western Languages and Literature; Minor in Piano Performance, School, Tunghai
University, Taichung, Taiwan, R.O.C.