Nicki Soffe
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Marketing Director, APAC
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About Me

How would you describe your current role and the biggest challenges you face?

I'm currently leading marketing for Thought Machine, a core banking solution provider, as we scale up across the region. The biggest challenge at the moment is addressing the balance between branding/awareness and lead generation in a time of tight budgets and differing  views across the organisation.

What is a common misconception about the work you do?

That we are the swag and internal events team!

How did you get started in your marketing career?

I call myself an "accidental marketer". I came into marketing via customer admin, customer service, account management and product marketing. I was given the opportunity to move into marketing as my prospective employer was looking for someone to drive the GTM in Japan, a market with which I was familiar. I thought my degree in Japanese had lost its usefulness by then, but it opened the door to marketing and I've never looked back.

Describe the most impactful marketing campaign/project you've personally worked on.

I wouldn't pinpoint one specific campaign, but more strategies employed such as the partner marketing focus at SolidFire where marketing impact 60% of pipeline in the first year, or our virtual events at Glint where we exceeded the MQL target set prior to Covid-19 despite having to change the whole marketing plan.

What is one marketing trend or change you're not convinced will work for SEA tech brands?

You can never say never about any trends or changes.

What is one marketing trend or change that you hope to see more of at SEA tech brands? And, why?

Coming from a B2B perspective, anything that is breaking out of the norms and finding a new way to reach our increasingly knowledgable target markets.

What is your favourite marketing resource that you would recommend to this community? And, why?

HubSpot has some great materials. I'm also member of the Exit Five community which is full of useful resources and great forum chats.

Lastly, where are you based, and where would you take friends visiting your city for the first time?

I'm based in Singapore - and despite not being Singaporean, food always has to take priority!

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