Roshan Cheng
Summary
Experienced Marketing Manager, working with organisations to deliver highly competitive strategies that achieve maximum return on investment, increase market share, and deliver product and brand propositions. I possess excellent analytical skills and can manipulate product data and analytics to drive campaign performance. I have a deep understanding of the customer experience (CX) and how brands and consumers connect. I am an effective relationship builder who can bring together all stakeholders to drive common goals and objectives.
Overview
9
9
years of professional experience
Work History
Channel Marketing Manager
Lexmark Australia
05.2023 - Current
- My primary role is to deliver strategic involvement, develop, monitor, execute and improve Lexmark Channel offerings to ensure that Lexmark's Channel Sales team and partners have the enablement required to further sales opportunities through the channel
- Managed the strategy and execution end-to-end by working with the ANZ Channel Sales team, Distributors, Partners and Lexmark Sales Enablement organisation and other key stakeholders as required
- Created and maintained consistent processes and deliverables for product and offering launches for Lexmark's ANZ channel partners, including Value Propositions, training materials, brochures, cheat sheets and other materials as required
- Defined and evolved partner benefits to support Lexmark Connect offerings, with end-to-end seamless enablement for Lexmark's Partners by working with key stakeholders including Sales Enablement, Sales Operations, Pricing, Finance, Customer Service & Support, Order Management and Marcom & Design teams
- Plan, develop and executed Channel Communications and Content strategy, utilising Lexmark's partner portal and newsletter functionality to deliver frequent, timely, relevant and impactful communications to Lexmark Partners
- Used competitive intelligence gathered via the channel Markets involving pricing models, channel offerings, events, launches and other intelligence to drive best practice partner enablement and engagement.
Marketing & Communications Manager
Food & Dairy Co
02.2021 - 04.2023
- In this role, I lead and execute marketing strategies across multiple customer segments engaging new and existing customers
- Managing all communications channels to drive awareness, create leads & increase sales
- Rebuilt Consumer facing website to create a streamlined brand story
- Redefined customer journey to speed account sign-up and visibility
- Brand strategy, including the setting of style guides, brand guidelines, brand vision and value proposition
- Planned and executed all communications and media actions on all channels, including online and social media
- Assisted with product development and new product launches, as well as developing new business opportunities.
- Created and managed promotional collateral to establish and maintain product branding.
Brand and Channel Marketing Consultant
Self Employed
05.2020 - 10.2020
- In a year of many challenges, I further developed my business skill by working with start-up businesses and giving them guidance in defining new business strategies
- Working through the discovery stage to launch, helping them uncover golden nuggets in their business plans to create awareness further
- Identifying main media messages, allowing businesses to connect with the right target audience creating engagement and conversations about upcoming products
- Developing strategies and redefining GTM during COVID-19
- Redeveloping strategic tasks and monitoring outcomes
- Growth ideations, helping clients develop business goals
- Uncovering company USP's and how we can develop the current market position.
Campaign Marketing Manager - Product
Canon Australia – Consumer Imaging
01.2019 - 01.2019
- Responsible for leading the product marketing strategy and execution for the product portfolio within Canon Consumer Imaging (CCI) NPD
- Key accountability includes building product marketing plans, product launches, media actions, digital delivery, product reviews, insights, and performance optimisation
- Online and Offline
- Delivered over 15 + new Product launches in 2019 that included the latest Camera, Lenses, Printers and Instant cameras
- This included full end-to-end product marketing campaign execution and post-campaign analysis - Educated the sales team on the launch plans and ensured that the team has the necessary sales collateral and sales enablement tools needed to drive uptake of products and increase SOV instore
- Partnered with PR, Social, Digital, Trade, Sales, Agency's, and Multi-tiered Influencers
- To drive campaign activity and built campaign strategies across sales teams, in-store, online and OOH strategies
- Which increased loyalty and brand awareness, resulting in solid growth throughout third-party sales channels
- Recaptured key market share for the market share Canon Consumer Imaging (CCI) business in a highly competitive market space and against a $4M spend
- Grew from #3 in print to #2, Camera Maintain #1 share
- Worked in close collaboration with the Consumer and Insights team on brand positioning and to ensure target audiences are receiving the right message that promotes the heritage and values of Canon.
Account Manager
Canon Australia – Consumer Imaging
01.2017 - 01.2018
- The Accounts Manager position worked within the Canon consumer imaging division (printers, scanners, binoculars, digital cameras, etc.)
- The role takes on responsibility for growing and developing the B2C and B2B accounts, driving strategy and performance to meet key business KPIs, and National account support
- Planned, designed and created business opportunities through focused and strategic account management to meet key budget objectives for key customers
- Re-built the Bing Lee account resulting in a growth of 12% brand share ad strong GP returns
- Tweaked channel reseller incentive plans to drive growth within high GP product lines such as Ink Sales
- As a result, ink sales grew from a decline of -32% to 32% YOY
- In addition, I worked with and educated the channel on managing inventory better to ensure a continuous supply was made available to underpin sales growth
- Partnered with the third-party buyers and Canon product team on structuring account plans to leverage market changes, consumer buying trends, technology developments, and counter-competitor activity
- Optimised internal supporting teams to ensure key stakeholders worked as a collaborative partnership to meet marketing, sales, supply chain, and account management service goals, i.e
- From order to delivery.
Consumer Marketing Manager- Brand
Canon Australia – Consumer Imaging
01.2015 - 01.2017
- Worked within a high-performing marketing team structure and delivered campaigns and launches alongside appointed agencies, ambassadors and influences
- These campaigns were the primary focus of influencing point-of-purchase and creating growth to increase portfolio revenue opportunities
- B2C
- Project managed the launch of Canon's very own TV series that was broadcast on National Geographic's and Netflix 'Tales by Light Season 1 & 2'
- Coordinated teams of up to 15 staff, these were high-function, independent teams and needed to be carefully guided to ensure a common goal was to be successfully achieved
- Leveraged from the category, customer and shopper insights, led in-store segmentation and trade marketing strategy to add value to Canon and retailer channels
- Look for new ways in which Canon can be a valuable partner to retailers
- Constructed campaigns that resulted in a significant increase in conversion across all touchpoints and that further drove advocacy for the brand.
Education
Skills
- Jira
- Google suite Inc GA
- Power BI
- Salesforcecom
- Microsoft Office
- Confluence
- Sitecore
Strengths And Competencies
- Leadership and Engagement: My previous experience has centred around leading a collaborative working environment and motivating contributors (both internal & external) to develop and evolve GTM strategies for more profitable business outcomes.
- Communication: Having strong communication skills and being confident in my ability to articulate & document my vision to senior stakeholders means I garner respect from colleagues and peers.
- Delivery and Attitude: Working in a luxury and specialist category has required me to prioritise delivery & results and ensure I maintain an agile and adaptable approach to each workstreams and campaign. My high-energy attitude allows me to pivot my team's focus with ease.
- Adaptability and Resilience: My commitment to work and business success has always been paramount and a testament to the seasonality of the imaging and tech category. I have built a strong, output focused work ethic that aligns with these critical times of the year.
Training And Development
- Cert in BPM Kaizen Blitz – Inhouse trainer
- Facilitation Training – Inhouse trainer
- Content Marketing -ADMA
- Public Speaking - NIDA
- 7 Habits of highly effective people – Inhouse trainer
- GFK and Consumer scope - In-house Training
Timeline
Channel Marketing Manager
Lexmark Australia
05.2023 - Current
Marketing & Communications Manager
Food & Dairy Co
02.2021 - 04.2023
Brand and Channel Marketing Consultant
Self Employed
05.2020 - 10.2020
Campaign Marketing Manager - Product
Canon Australia – Consumer Imaging
01.2019 - 01.2019
Account Manager
Canon Australia – Consumer Imaging
01.2017 - 01.2018
Consumer Marketing Manager- Brand
Canon Australia – Consumer Imaging
01.2015 - 01.2017
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