Summary
Overview
Work History
Education
Skills
Websites
Previous Experience
Timeline
Generic

PEGGY ARSENIS

Sydney,NSW

Summary

Dynamic marketing leader with a distinguished record at Dell Technologies, excelling in strategic leadership and performance marketing.

Overview

15
15
years of professional experience

Work History

Channel Marketing Lead Asia (contract role)

Microsoft
11.2024 - Current
  • Lead the design, execution and integration of co-marketing initiatives across Asia to achieve business goals -customer acquisition, revenue growth and market expansion.
  • Partner-facing role managing strategic partnerships with channel partners, distributors and device manufacturers to strengthen go-to-market strategies and deliver growth.
  • Own program execution, marketing planning and investment optimisation, ensuring strategic alignment with commercial objectives for maximum return on investment.
  • Drive large-scale enablement campaigns, customer engagement events, and leverage performance data to drive continuous improvement.
  • Collaborate with internal stakeholders to align on business objectives and unlock opportunities.
  • Solution focus: Microsoft Teams Rooms, Azure Local and Windows Pro.
  • Delivered 25%+ YoY growth in Teams Rooms activations in Q3 FY25, driving market adoption and geo expansion.
  • Scaled Teams Rooms enablement programs across 21 cities in Asia, enhancing the expertise of 1,250+ partners in Q3 FY25, increasing the program reach by 50%+ QoQ.
  • Optimised Azure Local partner enablement, delivering 5,800+ training hours via digital delivery in March 2025.

Regional Head of eCommerce and Retail Marketing (Consumer & Small Business)

Dell Technologies
09.2021 - 09.2024
  • Directed omni-channel marketing, brand, and media strategies for Dell and Alienware, driving demand, customer acquisition, and brand health across online (dell.com) and retail channels.
  • Led strategic annual and quarterly planning for Consumer and Small Business segments in ANZ, Singapore, and Malaysia, integrating audience targeting, product launches, seasonal campaigns, and always-on initiatives.
  • Spearheaded forecasting and optimised full-funnel campaign execution across the marketing mix to accelerate business growth.
  • Managed and optimised a $15M+ annual marketing OPEX budget, leveraging data-driven insights to drive performance and achieve commercial goals (revenue and market share) and marketing KPIs (including net new buyers, demand, traffic, conversion and ROI/ROAS).
  • Partnered with global, regional and local cross-functional teams across sales, finance, product and marketing to align strategic investments with growth priorities.
  • Cultivated partnerships with media and creative agencies, platform providers (Google, Meta), and retail partners to drive business impact.
  • Led and mentored a regional team of seven marketing specialists, fostering innovation across digital and media strategy, campaign planning, brand activations, loyalty programs, marketing operations and business analytics.
  • Established and managed performance and business systems with real-time measurement and continuous optimization to ensure efficiency in a dynamic, fast-paced environment.
  • Proficient in marketing tools including Adobe, Power BI, Google Analytics (SA360), and DV360.
  • Delivered 42% compounded annual growth rate (CAGR) in online revenue in ANZ from 2020 to 2023.
  • Earned 'Rockstar' status for exceptional team leadership in two annual staff reviews.
  • Managed and optimised $15M+ marketing OPEX, delivering consistent year on year increases in ROAS.
  • Delivered global best of breed ROAS in ANZ Affiliates ROAS of 16 and total ANZ online ROAS of 9 in H1 2024.
  • Successfully led the project management and launch of the Dell Rewards loyalty program across ANZ, Singapore, and Malaysia in Oct 2023, driving 20%+ YOY revenue growth in return buyers by Q2 2024.
  • Launched the American Express Members Offers program in 2021 for the Small Business segment, delivering a consistent ROI of 25 with 80%+ of buyers new to Dell.
  • Awarded the Media Federation of Australia (MFA) Best Partnership Award 2023 for the Alienware PopSugar campaign, which promoted women in gaming, demonstrating the brand’s commitment to diversity and inclusion.
  • Elevated Dell's brand visibility to 2 million visitors as a sponsor of VIVID Sydney 2022, with 40,000 customers visiting the activation, generating 12+ million social impressions and increased organic social engagement 120%.

Regional GTM Marketing Manager - Consumer & Small Business

Dell Technologies
05.2019 - 09.2021
  • Directed the development and execution of marketing and brand strategies for Dell and Alienware in the Consumer and Small Business segments across ANZ, Singapore, and Malaysia.
  • Led multi-channel marketing and media strategies across online (Dell.com), outbound/inbound direct sales, ANZ retail and Dell-owned stores in Singapore.
  • Defined strategic priorities shaping audience targeting, paid media initiatives and campaign roadmaps to drive business growth and brand health.
  • Managed a multi-million-dollar annual paid marketing budget, leveraging data-driven insights to continuously refine and optimise performance and paid media strategies, to maximise audience reach and engagement, and drive buyer acquisition, retention and revenue growth.
  • Accountable for commercial goals and marketing KPIs (net new buyers, sales pipeline, demand, traffic, conversion and return on investment (ROI) /ROAS).
  • Led collaboration with global, regional and local cross-functional teams - across marketing, CRM, sales, and product - to achieve business outcomes.
  • Managed a regional team of media and campaign managers, executing innovative campaigns across digital (Paid search, social, influencers, display, digital out of home, CTV) as well as Affiliate programs, sales plays, outbound programs, customer loyalty and retail programs.
  • Developed and led the execution of a record-breaking ANZ Black Friday campaign (2021), delivering over AUD $45M in revenue while tripling online conversion rates, setting a new benchmark for commercial success.
  • Implemented a performance management framework to track and optimise media and campaign performance across multi-channels, leveraging Nielsen MMM, Adobe and Google Analytics to drive data-driven optimisations.
  • Launched a multi-touch Small Business customer engagement strategy, integrating lifecycle email and outbound sales initiatives. Generated AUD $20M in 2021, boosting customer acquisition and retention.
  • Led the Qantas Business Rewards partnership, increasing audience reach and brand consideration with small business decision makers, generating over AUD $8M online and offline revenue in 2019.
  • Directed the strategic expansion of Dell retail stores in Singapore, launching the Vivo City flagship store to enhance customer experience and expand market reach, generating $4M in incremental revenue in 2021.

Senior Marketing Manager ANZ – Consumer & Small Business

Dell Technologies
11.2017 - 05.2019

Senior Field Marketing Manager ANZ- Client Solutions (B2B)

Dell Technologies
01.2015 - 11.2017
  • Led the development of B2B marketing strategy and execution of full-funnel marketing campaigns to drive demand and accelerate growth for Dell’s Client Solutions portfolio.
  • Focused on elevating brand consideration while increasing customer acquisition and retention across mid-market, public, education and enterprise segments in ANZ.
  • Accountable for commercial goals (revenue and market share) and marketing KPIs (including ROI, sales pipeline, conversion and net new buyer growth).
  • Delivered annual/quarterly planning, managing and optimising a $4M+ annual marketing budget.
  • Ensured seamless, integrated campaigns and messaging across the customer journey, utilising a diverse media mix including digital platforms, sales plays, telemarketing, email and events (CXO roundtable and advisory councils, flagship events and product launches).
  • Owned customer contact strategy (CRM) and content strategy, creating ANZ customer use cases and whitepapers aligned with global brand messaging, to drive audience engagement and local relevance.
  • Fostered relationships with Alliance partners, including Intel and Microsoft, driving joint marketing initiatives and maximising funding.
  • Collaborated closely with cross functional stakeholders, including sales and product teams, to align on business priorities and set sales pipeline and revenue objectives.
  • Optimised campaign performance using tools including Salesforce and Tableau, making data-driven decisions and sharing insights with senior stakeholders to drive continual improvement and inform strategic adjustments.
  • Generated over $350m in sales pipeline from marketing campaigns in 2016, achieving an average return on investment of 25 and earning recognition for the highest marketing ROI in the APJ region.
  • Recognised as top performer in the ANZ Top Talent Program (2017), highlighting exceptional contribution to excellence and innovation.
  • Executed quarterly account-based sales plays that generated ~$80m in annual revenue leveraging high-propensity buyer leads.
  • Enhanced pipeline conversion through targeted sales enablement programs.
  • Developed and launched the first integrated ANZ education campaign featuring locally produced STEM content to enhance thought leadership and brand consideration, Delivered $12m sales pipeline in H1 2017.

Channel Marketing Manager ANZ (B2B)

Dell Technologies
03.2010 - 12.2014
  • Managed the development and implementation of integrated marketing campaigns and programs to drive demand generation and channel expansion through strategic partner acquisition and development.
  • Enhanced brand awareness and reinforced the positioning of Dell Enterprise and Client solutions across the ANZ channel, successfully achieving business goals (revenue) and marketing KPIs (including ROI, awareness, partner acquisition, partner enablement, demand and pipeline).
  • Managed and optimised marketing and MDF budgets, collaborating with Alliance partners, including Intel and Microsoft, on joint marketing initiatives to amplify brand presence.
  • In a partner-facing role, led co-marketing initiatives with strategic resellers, partners and distributors, delivering impactful to/through/with partner campaigns spanning lead generation, content creation, email marketing, events and Partner Advisory Councils.
  • Executed multi-channel campaigns across digital and offline platforms, ensuring alignment with business goals and achieving measurable outcomes.
  • Fostered cross functional collaboration with Sales and Product teams delivering high-impact marketing initiatives, partner enablement programs, and seamless rollouts of strategic global programs.
  • Achieved a 27% compound annual growth rate (CAGR) in revenue from 2010 to 2014, onboarding over 1,000 resellers to the Dell Partner Direct program, strengthening partner engagement and channel expansion.
  • Orchestrated the ANZ Partner Technology Summit, building partner capabilities for 100 strategic resellers on Dell’s Enterprise and Client solutions.
  • Awarded the APJ Vice President Gold Award (2014) for best-in-class execution.
  • Led the launch of Dell’s ANZ distribution partnership with Ingram Micro, driving channel penetration and demand through co-marketing campaigns and sales/partner enablement initiatives.

Education

Bachelor of Business - Marketing

University of Technology

Skills

  • Strategic leadership
  • E-commerce strategy
  • Digital transformation
  • Performance marketing
  • Media strategy and optimization
  • Customer acquisition
  • Stakeholder management
  • Agency oversight
  • Team leadership
  • Marketing analytics and tools
  • Profit and loss management

Previous Experience

  • ANZ Senior Product Marketing Manager (SME), Dell Technologies
  • Microsoft Business Unit Manager, Ingram Micro Australia

Timeline

Channel Marketing Lead Asia (contract role)

Microsoft
11.2024 - Current

Regional Head of eCommerce and Retail Marketing (Consumer & Small Business)

Dell Technologies
09.2021 - 09.2024

Regional GTM Marketing Manager - Consumer & Small Business

Dell Technologies
05.2019 - 09.2021

Senior Marketing Manager ANZ – Consumer & Small Business

Dell Technologies
11.2017 - 05.2019

Senior Field Marketing Manager ANZ- Client Solutions (B2B)

Dell Technologies
01.2015 - 11.2017

Channel Marketing Manager ANZ (B2B)

Dell Technologies
03.2010 - 12.2014

Bachelor of Business - Marketing

University of Technology

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