Manager Project

ANITA BLACKWOOD

** ********* *****, ********* ******

Singapore 558714

+65 9724 6685 – *****@**********.***

SENIOR MARKETING EXECUTIVE

Strategic Planning ~ Global Programs ~ Fiscal Management

Seasoned senior executive with experience in brand management, public relations, marketing communications and

events in global organizations. Direct strategic planning and execution for campaigns, product launches, trade

shows, global meetings, key customer events, and sales programs. Proven ability to develop and promote a

powerful corporate image through the design and implementation of strategies, programs, and industry

relationships. Excellent communication, presentation and collaboration skills, complemented by effective resource

and staff management expertise.

Core Competencies:

Public Relations, Brand and Event Management ~ Organizational Development ~ Teambuilding & Mentoring

Contract Development & Negotiations ~ Vendor Selection & Management

Operations Management ~ Customer Relationship Management ~ Program Analysis

PROFESSIONAL EXPERIENCE

LENOVO PTE. LTD, Singapore

Executive Director, Emerging Markets, Corporate Marketing (May 2008 - Present)

Responsible for regional management of marketing functions and personnel in ASEAN, India, Hong Kong, Taiwan,

Korea, Russia, Middle East, Africa, and Eastern Europe. This includes ensuring integrated marketing plans with

brand, communications (internal/external/CSR), demand generation, and events.

Increased marketing efficiency/expense management as per Lenovo Global Marketing Blueprint which

includes: organizational restructuring, driving to a global campaign for demand generation and agency

spend reduction.

Developed integrated marketing plans across the regions focusing on strategic markets (India and

ASEAN) as outlined by the senior leadership team. Developed standard templates for plans, budgets,

and reviews.

Worked closely with global marketing HUB in India to drive process improvement with the Asia Pacific

team. Participated in the re-engineering process drive positive metrics.

Managed the marketing on the Lenovo Asia Pacific server launch, driving the first regional lead integrated

(public relations, brand, events) program in ANZ, Japan, India and Singapore.

Lead cross-functional team on Alliance compliance and claiming process for Asia Pacific.

DELL, INC. Austin, Texas

Director, Dell Event Marketing (1998-2008)

Direct comprehensive planning, execution and analysis for a broad range of customer, internal, and sales events

and other key programs, including incentive trips, trade shows, product launches, road shows, and public relations

events. Manage a departmental staff of 35 employees and five contractors, divided among three teams: Events

Programs, Event Support & Logistics, and Executive Briefing Center. Hold additional dotted-line responsibilities for

five Event Managers in EMEA and assist others in the APJ region. Manage creative development (theme, marcom

design, website design). Accountable for audience generation, content facilitation, executive messaging and

scheduling, production, and all onsite logistics. Ensure the delivery of flawless programs that meet or exceed

expectations within strictly budgeted frameworks. Essentially accountable for presenting the face of the company at

the highest possible professional level to customers.

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Source, evaluate and select third-party vendors: event management firms, production and creative

agencies, destination management companies, and other suppliers as needed. Manage these critical

relationships to ensure optimal service and timely deliverables.

Negotiate all aspects of detailed agreements, including financial matters. Maintain control of the overall

event marketing budget through control of events budgets.

Effectively managed a merger of several groups that resulted in a 40% smaller staff available to handle the

same workload. Revised and reorganized procedures and implemented new technology tools to effectively

meet ongoing global demands with no reduction in quality or service.

Redesigned the Executive Briefing Center in conjunction with Facilities and Brand Management groups and

used this experience to develop a Customer Engagement Center style guide to ensure a consistent look

and feel in customer centers worldwide. Deployed the new designs in a rolling project that has thus far

included sites in China, UK, Canada, Poland, and the U.S.

Developed a registration SuperSite that facilitates design and personalization of registration sites for each

event and provides a back-end database of customers by event.

Integrated the Technology Showcase into the Executive Briefing Center, a project incorporating both

personnel and physical resources.

Developed a survey tool to more effectively manage customer loyalty and qualitative information received

from customers attending events.

Engaged in a current effort to leverage similar events across EMEA and APJ to achieve cost savings.

IBM, Atlanta, Georgia

Senior Program Manager (1997-1998)

Managed P&L of portfolio of domestic and international conferences for a product market segment group. Held

complete fiscal accountability for the profitability of significant revenue-generating programs.

Defined and developed the business case with analysis and projections.

Oversaw a cross-functional team responsible for marketing, database, logistics and sponsorship.

ZIFFDAVIS/COMDEX FORUMS, San Mateo, California

Senior Program Manager (1996-1997)

Managed and produced large industry Internet developers conference and expo events attended by as many as

10,000 professionals. Responsibility for fiscal management and P&L of customer conferences. Recruited, hired and

managed three marketing specialists. Managed relationships with major client organizations, including Sun

Microsystems (Java Soft), Netscape and Silicon Graphics.

Planned and executed operational logistics including site planning, audiovisual production, signage, décor,

security, transportation, food and beverage, and special parties.

Managed vendor relationships and negotiated agreements.

NOVELL, INC., Provo, Utah

Global Program Manager / Global Marcom Manager (1994-1996)

Served as the corporate Marketing Communications liaison to a 15-member group of internal communications and

marketing professionals geographically dispersed across Asia Pacific and Latin America. Accountable for ensuring

consistency in all brand, corporate messages, marketing communication programs and initiatives worldwide.

Developed influential relationships with worldwide regional sales management and served as the central

source of information on all corporate marketing activities.

Skillfully managed global cross-cultural relationships in helping to develop a worldwide presence for Novell.

Planned and rolled out the Novell Consulting Partners Program in Asia Pacific.

Facilitated the globalization of the company through its marketing functions.

ANITA BLACKWOOD

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Event Project Manager (1989-1994)

Managed all Novell strategic corporate events, including annual technical conferences and sales events attended

by 500-5000 individuals. Other significant events included important strategic reseller conferences, OEM symposia,

and major cross-product launches. In addition, handled strategy, planning and execution for press conferences and

all events surrounding major trade shows.

Successfully managed annual programs budgeted at more than $2.0M in the aggregate, delivering high

quality events that met all strategic goals within budgeted expenditures.

EDUCATION / AFFILIATIONS

Bachelor of Science Retail Merchandising (completed 3.5 years)

BRIGHAM YOUNG UNIVERSITY – Provo, UT

Member, Computer Events Managers Association (2002-Present)

Participate in meetings, conferences, and training events.

Appointed to the Technical Events Managers Steering Committee (2003), an effort involving senior

level members whose goal is to introduce quantifiable performance measurement and analysis into the

industry. (Companies represented include Intel, Microsoft, and IBM)

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