My profile

1. BUSINESS SAVVY MARKETER WITH STRONG ANALYTICAL SKILLS
Marketing Management 2005-Present
- Alignment of marketing to business goals/ strategy planning
- Marketing operations (measurement, forecasting/reporting, people/process)
- All of the below roles, include people development/coaching
Channel Marketing 2004-2005
- Channel communication, recruitment, profiling
- Channel promotions/incentives, enablement
Marketing Manager 2000-2004
- Budget management, product launch, events, website/online, IMC
- End user promotions/advertising
- Business planning
Marcom/PR Executive1999-2000
- Responsible for Events, collateral, press release, partner training
Cindy Lowcindylow@me.com. +65-96680898

2. My Background
A summary of the business environments I’ve been
exposed to and skillsets I’ve acquired:
Business models
Market segments
Channel programs
Marketing skillsets
Channel marketing skillsets
Recent references

3. Volume based Account based
 1999 - 2004
 Internet/Broadband /Wireless
 Linksys, Creative Technology
 “Value for money”, consignment
 Consumer, SoHo, SMB
 Retail, distribution, SI/VAR, Master distributor,
carrier resale
 Wireless routers, CPE devices, PDE – MP3, Digital
Cameras
 Intel, Dell, Acer, Iomega, IBM/HP
 Product: Promotions, Bundling
 Awareness building, lead-generation, PR/publicity,
sales program (rebate, sales incentives)
 2004 - Now
 Data Center /Virtualization/Cloud computing
 ST Electronics (Digisafe), Juniper Networks
 “High Performance”, leasing
 Enterprise: small, mid, large, very large
 Distribution, VAD, SI/SO, MSP
 Security Firewall VPN/SSL, Core/WAN, Data
Center, Unified Comms, Network OS SDK
 RSA Security, Symantec, Avaya, IBM/Dell
 Service: Design, implement, operate
 Account based marketing, demand-generation,
training/certification, reference and solution
selling
Business Models

4. Consumer/SoHo/SMB Enterprise
 1 – 19 users
 20- 99 users
 100 – 249 users
 250 – 499 users
 ASP <$1,000
 Home user, general business, Telco
 Small / Midsize / Large Enterprise
 500 – 999 users
 1000 – 2499 users
 2500 or more users
 ASP: <$50,000; $50-300K to >$1M
 SP, FSI, Govt, R&E
Market Segments

5. Channel Programs
Alliance – DC, Network mgt, Security, UC, Wireless
Distributor
Global SI – Ericsson, IBM, Motorola, NEC, NSN
Managed Services / Carrier Resale
OEM – Dell, IBM
Solutions Provider
SP Infrastructure

6. Strategic Marketing Tactical Marketing
 Accessing market and industry
attractiveness
 Market Analysis tools: focus
groups, perceptual mapping to
understand customers’ needs,
market segmentation and
competitive positioning
 Marketing Mix Strategies: 4Ps
 Awareness-building / Demand-
generation: PR, Social media
marketing, email marketing,
PPC, TM, lead-gen, meeting
maker
 Operations: Mgt system
(siebel), mktg process & tool
(MAP); measurement &
reporting
Marketing Skillsets

7. www.mes.executiveboard.com

8. My results (2008)

9. Channel Marketing Skillsets
 Goals:
 Ensuring customers can purchase offerings where & how they want (coverage)
 Ensuring partners have the know-how capability to close deals (competent)
 Ensuring partners are engaged and motivated (commitment)
 Partner Recruitment Drive – identify/convert
 Partner Program Management
 Partner training plan, certification & specialization
 Partner Marketing
 Communications, PKO, Partner Solutions Day, Partner SE Club
 Funds management
 Partner promotions (NFR demo gear)
 Partner Performance
 Opportunity Registration System, lead management system
 Sales rebate/ product incentives (VIP, SIP)

10. Recent channel marketing challenges
New market entry
Achieve incremental revenue
Achieve partner commitment

11. New market entry
 Background: Juniper launched our range of switches in 2008. As a new player in a mature
market with many incumbent players such as Cisco, HP, 3Com etc., we needed a strategy
to create awareness, recruit, educate and convert customers and partners with limited
budget to make this new product line a successful business in 2 years’ time.
 Strategy: Education, partner marketing and performance
 Junos Fast Track program: Free training & certification; worked with Prometric’s network of
schools; whitepaper & ROI tools; cross-over training course
 Reach out to our key customers and seed them with units for demo/POC; recruit switching
partners by working with distributors such as Ingram to go after selected competitors’ partners;
Develop switch starter kits to get these partners enabled to sell
 Campaign to drive qualified leads with and to partners; incentives for sale of product
 Results:
 >33,000 Junos certified engineers in 2009
 >60 new partners recruited to switch program; Juniper debuted in Gartner Magic Quadrant for
Enterprise LAN in Jun 2010 report
 >600 sales accepted leads generated; conversion to close rate at ~25%

12. Achieve incremental revenue
 Background: Due to global (over) emphasis on switching, Juniper’s
other product line such as security solutions like firewall and SSL VPN
suffered competition from other vendors that resulted in gradual
eroding market share. Thus, a product focused incentive was initiated
to help counter these actions.
 Strategy: Per unit incentive offered to partners who were able to
achieve incremental sale. Incentive was also offered only if the product
discount were not below normal average level as well as sold to non-
named account customers.
 Results:
 Firewall and SSL product achieved ~15% incremental product volume without affecting
Average Selling Price
 Maintained leading market share in firewall and SSL in Q3FY09

13. Achieve partner commitment
Background: To achieve more constant runrate revenue per
partner (instead of erratic sales performance due to project-
based deals), a point system loyalty program was developed
to ensure quarterly average revenue was achieved by
partners which could be used to redeem for training credits,
trips to Juniper partner summits and other gifts for partner
dinner & dance
Strategy: Identify SKU that can qualify as runrate as well as
quarterly average volume unit
Results:
 Constant runrate achieved per participating partner
 Helped partners to pay for training and expense to partner summit
events

14. JNPR corp site & campaign
sites
Connected Sales & Marketing
Email
Direct mail
eMarketing
Tradeshows/
Events, Direct
Marketing Inside Sales
Data Cleansing
Agency
Advertising
PR/AR
eMarketing
Siebel
Data Cleansing
Database
Hosted campaign site
outside juniper.net
Telemarketing
Verification
Channel Leads
NAM/TAM
Customer 3
Customer 2
Customer 1
Direct Marketing
Juniper Account
Teams
Lead mgt tool

15. References
 “Cindy was a great team player with high EQ. She worked very
well with all levels of Mgmt with creativity and passion. Her
determination and drive inspired fellow peers and partners.
Great leadership qualities with results oriented
personality.” January 4, 2010 John Lee, Commercial Account
Manager, Cisco Systems worked with Cindy at Linksys
 Cindy was instrumental for my sales success in Juniper as my
channel partners were well trained and motivated through the
marketing events, promotions and product training rolled out by
Cindy and her marketing team as part of the J Partners program
launched successfully way back in 2004. The devils are in the
details and credit to Cindy in the effort to the details that
ensured the success this the J Partners Program then. Well
done ! Cindy.”January 4, 2010 Lawrence Ang, Regional
Channel Manager - ASEAN, Juniper Networks worked directly
with Cindy at Juniper Networks
 “Cindy is fantastic at her job. Trust in her to execute GTM or any
campaign you might have. Very focus at what she does and yet
can see overall view on business.” February 24, 2010 Vinny
Nguyen, Channel Manager - South East Asia, Juniper
worked directly with Cindy at Juniper Networks
 “I worked with Cindy on a couple of software development
project and I find her to be a determined and inspiring person.
She shows great leadership and patience over her
team.”January 4, 2010 Peter Goh, Technology Consultant,
FinanTech was a consultant or contractor to Cindy at Juniper
Networks
 “I have known Cindy for over 4 years and she was reporting to
me before I switched role. Cindy is one of the excellent
marketers in my team who has high potential to become a great
marketing leader. Cindy's strengths are creativity, strategic
thinking and good sense of business acumen. There's no doubt
Cindy has great potential to be a successful marketing leader.
Her strong business acumen capability brings in a thorough
understanding of what drives profitability through marketing,
and her open minded personality enabling her to easily adopt to
new challenges and turn them into opportunity for the
company.” March 16, 2009 Fiona Lam, Director, Field
Marketing Operations, APAC, Hong Kong, Juniper Networks
managed Cindy at Juniper
 “I had a very happy time to work together with Cindy. She's a
very result driven people manager, with clear objectives and
roles & responsibility assignment. Meanwhile working with
Cindy is a happy thing as she's always not only a manager, but
also a friend.” January 17, 2010 Alex Tao, Country Marketing
Manager, China, Juniper Networks reported to Cindy at
Juniper Networks
 “Cindy is a very sharp and intelligent marketeer and yet open to
ideas from others. She is a very task focused individual and an
understanding team member...and these traits have made her a
wonderful professional to have in the team.” January 12, 2010
Edmund How, Channel Manager, Juniper Networks worked
directly with Cindy at Juniper Networks

16. BUSINESS SAVVY MARKETER WITH STRONG
ANALYTICAL SKILLS
Cindy Lowcindylow@me.com . +65-96680898