Global Marketing Leader Driving Full-Funnel Strategy & Cross-Channel Growth
20+ Years Leading Global Marketing, Demand Generation, Revenue Marketing & Cross-Channel Growth
About Me
My Experience
With over 20 years of global marketing leadership, Clara So has a proven track record of driving growth in established organizations and fast-paced startups/scale-ups. Her expertise spans demand generation, revenue marketing, and cross-channel strategies, strongly focusing on new market entry and expanding global footprints across APAC, EMEA, and North America. From leading digital transformation to managing integrated campaigns, she has consistently accelerated pipeline growth and revenue generation for tech and B2B companies.
My Skillset
Clara specializes in demand generation, revenue marketing, marketing operations, and market entry strategies for startups and scale-ups. Her skills include Martech stack optimization, digital channel management, go-to-market strategy, and scaling marketing operations. She is also highly proficient in aligning cross-functional teams to drive growth, leveraging data-driven decision-making, and implementing global marketing programs that align with corporate goals.
My Goals
Clara aims to use her extensive experience in global marketing, demand generation, and revenue marketing to drive business growth for innovative companies. Her vision includes guiding marketing teams through successful international expansion while continuing to implement data-driven strategies that deliver measurable revenue impact. Clara is passionate about optimizing marketing operations and leading high-performance teams to achieve strategic business objectives, focusing on long-term growth and sustainable success.
Case Study
Global Expansion Strategy - Atlas
- Objective: To drive demand generation and marketing-sourced pipeline globally.
- Challenges: Low brand awareness and limited budget outside the US.
- Approach/Solution: Developed a localized digital marketing strategy, implemented integrated paid media campaigns, and optimized the Martech stack to target high-intent leads in the APAC and Euroupe regions.
- Results: Delivered 173% of the pipeline target in just 9 months.
APAC Market Entry Strategy - Imply
- Objective: Imply Data aimed to boost product adoption and pipeline growth as it entered the APAC market. The company, based on Apache Druid, sought to increase awareness and convert open-source users into paying customers.
- Approach/Solution: A regional marketing strategy utilized virtual and in-person events to raise product awareness and generate leads. Campaigns highlighted use cases of Druid, promoting Imply's paid solutions to users.
- Results: The strategy led to Imply meeting 100% of its pipeline targets, with a 30% increase in regional pipeline, successfully establishing its presence in the APAC region.
Data-Driven Campaign Optimization - JP Morgan Asset Management
- Objective: Improve regional marketing campaigns with performance KPIs and data analytics to optimize media buying and digital marketing efforts across APAC.
- Challenges: JP Morgan Asset Management needed to enhance and optimize advertising campaign performance. Local marketers needed more data-driven insights for informed decisions on media buying and digital channel strategies, and there needed to be more reporting to track and measure campaign success across different markets.
- Approach/Solution: A performance tracking and reporting system was developed by implementing marketing KPIs and data reporting tools to measure the effectiveness of digital channels and media buys. Data analytics optimized campaigns in real-time, ensuring better targeting and higher engagement across multiple digital channels. Support was also provided to local marketing teams to refine their media buy strategies based on performance data and improve campaign outcomes.
- Results: This data-driven approach improved marketing efficiency and a 300% increase in prospect conversion. Implementing performance KPIs and reporting empowered local marketers to make more informed decisions, optimizing their digital marketing efforts and achieving greater impact across the APAC region.
Modernizing Marketing Operations - Speedcast
- Objective: The main objective was to modernize the marketing function by implementing marketing automation and rebranding the company after a major M&A, ensuring that marketing strategies were aligned across multiple regions.
- Challenges: Before this transformation, Speedcast’s marketing team heavily relied on trade events, which limited its ability to scale and diversify lead generation efforts. After the M&A, integrating marketing functions across subsidiaries presented additional challenges in creating a unified brand message and modernizing outdated processes across 30+ countries, including APAC, EMEA, and North America.
- Approach/Solution: To modernize the marketing operations, HubSpot was implemented for marketing automation and integrated with Microsoft Dynamics CRM, streamlining lead nurturing and campaign management. The rebranding process unified the company's messaging across regions while ensuring that localized strategies met the needs of diverse markets. These efforts shifted the marketing focus from trade events toward a more data-driven and scalable approach.
- Results: The modernization initiatives resulted in a 112x increase in leads and more than 30% revenue growth across APAC, EMEA, and North America, solidifying Speedcast's global presence and driving sustained growth.
Building Regional Marketing Strategy - Splunk
- Objective: Establish and scale Splunk's presence in the APAC region, driving awareness, lead generation, and revenue growth through strategic marketing initiatives.
- Challenges: Splunk was relatively new to the APAC market, requiring significant efforts to build brand awareness and drive adoption of its platform for searching, monitoring, and analyzing machine-generated big data. The key challenge was positioning Splunk as a leader in big data and cybersecurity while competing with established players in the market.
- Approach/Solution: A regional go-to-market strategy was developed and executed, focusing on thought leadership, brand awareness, and demand generation, positioning Splunk as a thought leader in big data while driving use case driven campaigns. Large-scale events like SplunkLive and the Splunk User Group were organized to drive engagement and lead generation. These efforts were closely aligned with the sales teams to ensure marketing efforts supported pipeline goals and revenue growth targets.
- Results: These initiatives resulted in over US$40M in revenue growth, significantly expanding Splunk's market presence in APAC. The marketing campaigns achieved double the pipeline targets, and Splunk was successfully positioned as the leader in our target categories.