Marketing Playbook for Asia

Actionable insights from interviews and case studies

​​Building a Product Marketing Team in Asia-Pacific

Chee-Xuan TANG is the Head of Product Marketing, APAC at Wise – a global technology company that’s building the best way to move money around the world at the real exchange rate, without hidden charges. In this interview, we discuss the role of product marketing at Wise, how the teams are structured and the importance of having regional product marketing managers.

Sima Saadat - Developing Tech Talent in Asia-Pacific

Developing Tech Talent in Asia-Pacific

Sima Saadat is the Head of Marketing, APAC at General Assembly – a pioneer in education and career transformation, specialising in today’s most in-demand skills. In this interview, we discuss how her team works together to create awareness for General Assembly’s courses, how localisation helps make their content more relatable and the current landscape of tech talent in Asia-Pacific.

Helping Software Companies Enter the APAC Market

Serene Ho is the Head, APAC Marketing at Mixpanel – a leading product analytics software company. In this interview, we talk about her career spent helping brands enter the APAC market and the marketing playbook that she developed along the way. We also talk about her role leading marketing for Mixpanel in APAC and the changes that she’s seen in the region over the years.

How Netflix Plans to Grow in India by Becoming More Local

The streaming platform Netflix entered the Indian market in 2016 with high ambitions. Their aim is to have 100 million subscribers in the country. This case study dives into the strategy of localisation they adopted to achieve their goal, from the content they produce to the way they market it to the local population.

Helping Brands in Asia Create Better Online Experiences

Neha Garg is the Demand Generation Manager APAC at Contentsquare – a digital experience analytics platform. In this interview, we discuss how the APAC team is structured at Contentsquare, what the role of a Demand Generation Manager consists of at the company and how to navigate the nuances among buyers across the APAC region.

Simon Lalloz - Marketer Asia

Bringing the Culture of Experimentation to Asia

Simon Lalloz is the Marketing Manager APAC at AB Tasty – a customer experience optimisation company. In this interview, we discuss how he went from being a farmer in New Caledonia to leading the APAC marketing team at AB Tasty. We also talk about the opportunities that the French company saw in Asia and how Simon approaches marketing in such a diverse region where the culture of experimentation is still a new concept.

LinkedIn China - Marketer Asia

The Complicated Expansion of LinkedIn Into China

LinkedIn officially launched in China into 2014 after successful expansions in other international markets. They gave autonomy to the local team, found the right local partners and localised their product and promotions. Yet, that wasn’t enough to win in a unique and competitive market such as China.

Jon Russell - Marketer Asia

Covering the Tech Ecosystem in Southeast Asia

Jon Russell is the Southeast Asia editor at The Ken. In this interview, we discuss how he got started covering tech in his adopted home of Southeast Asia, why he joined The Ken to launch their Southeast Asia edition, how the region’s tech ecosystem has evolved over the years (and where it’s heading) and what makes Southeast Asia an attractive market for companies worldwide.

Brandon Hill - Marketer Asia

Helping Twitter, Square and Slack Succeed in Japan

Brandon Hill is founder and CEO of btrax – a design and marketing agency that specialises in Japan and US market entry and growth. Based in San Francisco, he has been running the agency for more than sixteen years and has worked with clients such as Twitter, Square, Expedia and Slack. In this interview, we discuss how he started btrax, what makes software companies successful in Japan and how to market to Japanese consumers.

Puma India - Marketer Asia

How Puma Became the Leading Sportswear Brand in India

Puma is the number one sportswear brand in India. Ahead of competitors that include Nike, Adidas and Reebok. The case study dives into how the German brand achieved this level of success through their ability to identify trends and their capacity to reach and connect with their audience effectively.