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I’m a B2B marketing professional with a proven track record of leading go-to-market strategy, ICP definition, and demand-generation programs across APAC for SaaS, FinTech, Telco, and Professional Services. I combine creativity with analytical rigor to translate global strategy into locally resonant campaigns that accelerate multi-million-dollar pipelines. I thrive in complex enterprise environments and operate with a test-and-learn mindset, designing experiments, scaling what works, and aligning marketing closely with sales for sustainable growth. I’m seeking a regional or field marketing leadership role where I can apply strategic GTM and agile growth tactics to help a high-growth technology company expand its APAC presence. My experience spans GTM frameworks, ABM, and channel partnerships, and I’m adept at building high-impact programs that deliver measurable business impact while localising messaging for regulated markets and partner ecosystems.…I’m a B2B marketing professional with a proven track record of leading go-to-market strategy, ICP definition, and demand-generation programs across APAC for SaaS, FinTech, Telco, and Professional Services. I combine creativity with analytical rigor to translate global strategy into locally resonant campaigns that accelerate multi-million-dollar pipelines. I thrive in complex enterprise environments and operate with a test-and-learn mindset, designing experiments, scaling what works, and aligning marketing closely with sales for sustainable growth. I’m seeking a regional or field marketing leadership role where I can apply strategic GTM and agile growth tactics to help a high-growth technology company expand its APAC presence. My experience spans GTM frameworks, ABM, and channel partnerships, and I’m adept at building high-impact programs that deliver measurable business impact while localising messaging for regulated markets and partner ecosystems.

Sophia Choi

Marketing Consultant, Marketing Strategist, Brand Designer, +5

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I’m a B2B marketing professional with a proven track record of leading go-to-market strategy, ICP definition, and demand-generation programs across APAC for SaaS, FinTech, Telco, and Professional Services. I combine creativity with analytical rigor to translate global strategy into locally resonant campaigns that accelerate multi-million-dollar pipelines. I thrive in complex enterprise environments and operate with a test-and-learn mindset, designing experiments, scaling what works, and aligning marketing closely with sales for sustainable growth. I’m seeking a regional or field marketing leadership role where I can apply strategic GTM and agile growth tactics to help a high-growth technology company expand its APAC presence. My experience spans GTM frameworks, ABM, and channel partnerships, and I’m adept at building high-impact programs that deliver measurable business impact while localising messaging for regulated markets and partner ecosystems.…I’m a B2B marketing professional with a proven track record of leading go-to-market strategy, ICP definition, and demand-generation programs across APAC for SaaS, FinTech, Telco, and Professional Services. I combine creativity with analytical rigor to translate global strategy into locally resonant campaigns that accelerate multi-million-dollar pipelines. I thrive in complex enterprise environments and operate with a test-and-learn mindset, designing experiments, scaling what works, and aligning marketing closely with sales for sustainable growth. I’m seeking a regional or field marketing leadership role where I can apply strategic GTM and agile growth tactics to help a high-growth technology company expand its APAC presence. My experience spans GTM frameworks, ABM, and channel partnerships, and I’m adept at building high-impact programs that deliver measurable business impact while localising messaging for regulated markets and partner ecosystems.

Available to hire

I’m a B2B marketing professional with a proven track record of leading go-to-market strategy, ICP definition, and demand-generation programs across APAC for SaaS, FinTech, Telco, and Professional Services. I combine creativity with analytical rigor to translate global strategy into locally resonant campaigns that accelerate multi-million-dollar pipelines. I thrive in complex enterprise environments and operate with a test-and-learn mindset, designing experiments, scaling what works, and aligning marketing closely with sales for sustainable growth.

I’m seeking a regional or field marketing leadership role where I can apply strategic GTM and agile growth tactics to help a high-growth technology company expand its APAC presence. My experience spans GTM frameworks, ABM, and channel partnerships, and I’m adept at building high-impact programs that deliver measurable business impact while localising messaging for regulated markets and partner ecosystems.

Skills

Experience Level

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Intermediate

Language

English

Fluent

Work Experience

Marketing Consultant (Contract) at VARIOUS COMPANIES

February 1, 2024 - Present

Engaged by startups and scaling B2B companies in Medical and Tech to develop GTM strategies, define ICPs, and build marketing operations and automation frameworks from the ground up. Led positioning and channel strategy by mapping JTBDs and value propositions to distinct customer segments. Built and automated lead nurture flows with behavioural triggers to improve conversion. Advanced skills in marketing automation (Zapier, HubSpot, AI workflows) and data-driven storytelling. Delivered growth sprints to surface new customer insights and rapid test plans to validate demand for underperforming services. Advised clients on pipeline attribution, martech integration, and experiment design on a fractional-CMO basis. Set up foundational dashboards to track campaign efficiency and learning velocity to enable faster prioritisation and iteration.

Head of Marketing & Communications at PROFESSIONALS IN INT. TRADE

August 1, 2021 - March 31, 2024

Spearheaded a comprehensive marketing and branding overhaul modernising PIT’s visual identity and channels. Launched a paid membership model and new tiered product offering, delivering 53% membership growth within 12 months. Defined ICP profiles and audience segmentation to guide future membership and partnership strategy. Implemented data-driven marketing processes and analytics dashboards to measure engagement and ROI. Strengthened brand presence through 'Future of...' thought leadership events, partnerships, and cross-industry collaborations. Led governance and onboarding improvements to streamline member operations.

Field Marketing Manager at Q2

May 1, 2023 - October 31, 2023

Appointed as the first marketing hire in the APAC region to establish the go-to-market function for Q2’s digital-banking platform. Analyzed marketing data to identify trends and inform GTM and regional marketing strategy. Defined regional ICP and buyer personas for enterprise and mid-market banks across ANZ and Asia. Localised global messaging and content for regulated markets, aligning with product marketing and sales. Collaborated with global product marketing, strategic alliances and sales to improve content marketing and cross-promotional initiatives with key partners. Led development of customer references and case studies and negotiated strategic event sponsorships. Delivered USD $500k+ MRR qualified pipeline within six weeks through targeted campaigns and partnerships with FinTech Australia and The Australian Business Review.

Regional Field Marketing Manager APAC at AMDOCS

August 1, 2021 - December 31, 2022

Joined to build the company’s first Global Demand Generation Centre of Excellence and later led field marketing across APAC. Established global frameworks and playbooks for lead management, ABM and pipeline attribution across Salesforce and Marketo. Delivered enablement workshops for regional marketing teams, driving adoption of data-driven campaign management. Executed integrated ABM and field programs for strategic accounts in Japan, Singapore and Australia – achieving a 272% increase in engagement. Led a two-week technical hackathon across Sydney and Singapore, resulting in an USD $11.1M deal and expanded customer partnership. Collaborated with Alliances and Analyst Relations to position Amdocs as a digital transformation leader in regulated industries.

Enterprise Demand Generation & ABX Lead at AMDOCS

August 1, 2021 - December 31, 2022

Joined to build the company’s demand generation programs and ABX capabilities, establishing scalable processes for lead management, ABM, and pipeline attribution across regional teams. Implemented enablement programs and cross-functional collaboration with sales and alliances to accelerate digital transformation initiatives in regulated industries.

Marketing Consultant (Contract) at INNOVATUS PROJECTS

May 1, 2021 - August 31, 2021

Delivered the strategic roadmap and laid the groundwork for the company’s marketing function. Conducted a strategic brand review, including market research and competitor analysis. Led user research interviews and customer journey mapping to refine positioning, value proposition and messaging. Developed an integrated channel marketing strategy with clearly defined roles and success criteria. Set up HubSpot segmentation and automated lead nurture workflows. Engaged with external agencies to fill capability gaps and introduced new marketing processes to systemise ongoing programs.

Strategic Partnerships & Alliances Manager at ATTENTION EXPERTS

January 1, 2019 - May 31, 2021

Established a multi-layer partner ecosystem with a 98% activation rate, creating new revenue streams and strengthening brand visibility. Consistently exceeded sales targets with an average attainment rate of 158–173%. Generated a $150K uplift in revenue through partnership referral traffic and new client channels. Designed and launched co-marketed events and workshops that became a repeatable demand generation engine. Introduced 'Social Media Clinics' – rapid-fire Q&A sessions that evolved into a scalable lead-generation format. Represented the agency at industry events and co-marketing initiatives with major business associations, building brand authority and inbound lead flow.

Marketing Manager at WOOD & SMOKE BAR

August 1, 2018 - January 31, 2019

Developed the end-to-end marketing plan, social media presence and digital content strategy, increasing local awareness and venue traffic. Established partnerships with liquor brands and local businesses for co-promotional events and sponsorships. Designed and executed themed events and music nights that boosted weekly revenue by over 30%. Introduced customer advocacy programs and targeted social campaigns to support loyalty initiatives. Implemented a new brand identity and visual style across digital and in-venue touchpoints.

Marketing Consultant (Contract) & Sabbatical at Various Companies

February 1, 2024 - Present

Engaged by startups and scaling B2B companies in Medical and Tech to develop GTM strategies, define ICPs, set up marketing operations infrastructure and automation frameworks from the ground up. Led positioning and channel strategy by mapping jobs-to-be-done and value propositions to distinct customer segments. Built automated lead nurture flows with behavioral triggers to improve conversion rates. Leveraged marketing automation (Zapier, HubSpot, AI workflows) and data-driven storytelling to surface new growth opportunities. Advised on pipeline attribution models and martech integration on a fractional CMO basis. Set up foundational dashboards to track campaign efficiency and learning velocity, enabling rapid prioritisation and iteration.

Vice Chair at Professionals in International Trade

August 1, 2021 - March 1, 2024

Elected Vice Chair, overseeing board governance, operations, member growth & retention initiatives. As Head of Marketing & Communications, modernised branding and communication channels. Launched a paid membership model and new tiered product offering, achieving 53% membership growth within 12 months. Led development of a new self-service onboarding process and governance framework to streamline member operations. Defined and implemented new ICP profiles and audience segmentation to guide future membership and partnership strategy. Introduced data-driven marketing processes and dashboards to measure engagement and campaign ROI.

Marketing Consultant (Contract) at INNOVATU S PROJECTS

May 1, 2021 - August 1, 2021

Delivered the strategic roadmap and laid the groundwork for the company's marketing function. Conducted a strategic review of the brand, including market research and competitor analysis. Led user research interviews and customer journey mapping to refine positioning and messaging. Developed an integrated channel marketing strategy with clearly defined roles and success criteria. Set up HubSpot segmentation and automated lead nurture workflows. Engaged external agencies to fill capability gaps and introduced new marketing processes to systemise ongoing programs.