Brian Frissyn
Salesforce Marketing Cloud Expert

Brian Frissyn

SFMC expert. Previously from MasterCard & GE Capital.
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About

Brian Frissyn is a seasoned marketing consultant specialized in digital marketing and CRM, including B2B and B2C demand generation. He has extensive experience with Salesforce Sales Cloud, Pardot, and Marketing Cloud. At MasterCard Worldwide, he led the strategic development and implementation of Salesforce effectiveness programs across APAC and MEA regions. Brian also worked as country marketing director at GE Capital Europe. His skills also include digital marketing aspects such as paid media, programmatic, retargeting, SEO, brand awareness, and content strategy.

Employment

6 roles
Jun 2020 - Present 5 years 11 months
Marketing Consultant
Independent
  • Consulted with an SGX-listed company in the further expansion of their education business across APAC.
  • Designed and implemented digital market strategy for a suite of kindergarten and K-12 international schools to build strong brand awareness and grow student acquisition.
  • Launched virtual international school across APAC.
  • Enhanced product proposition through the introduction of EduTech platforms.
Aug 2016 - May 2020 3 years 9 months
APAC Marketing Director
PageGroup (previously Michael Page International)
  • Grew B2B demand generation using Salesforce to generate marketing qualified leads to sales.
  • Reduced channel acquisition cost by 10% through developing a comprehensive digital marketing program (paid media, programmatic, retargeting, etc.) and driving direct traffic to websites.
  • Led implementation of digital media agency and optimization of media spend across APAC.
  • Optimized responsive websites and apps to enhance user experience through personalization and AI tools, resulting in strong website feedback scores with over 4.5/5.
  • Led and inspired a team of over 40 marketers across APAC geography. Led strategy and execution of all marketing and digital programs. Partnered with country marketing directors to optimize commercial performance. Acted as APAC leadership team member and APAC innovation lead.
  • Redesigned and restructured the department to enhance capabilities, BP implementation, and business partnership. Streamlined process improvements and implement tools to enhance productivity.
  • Implemented Salesforce Marketing Cloud (journeybuilder) and Pardot B2B across APAC.
  • Led implementation of digital media agency and optimization of media spend across APAC.
  • Managed four brands across 13 markets. Developed clear positioning, messaging, and storytelling through engaging content (hygiene – hub – hero) across video, infographics, blogs, etc.
  • Drove YoY increase in social media followers on Facebook, LinkedIn, Instagram, and WeChat through innovative content. Won LinkedIn’s “Most Socially Engaged Recruitment Company” award in 2018.
  • Managed global data breach through effective internal and external communications.
  • Represented PageGroup at industry conferences such as SmarTech Bangkok 2018.
Mar 2014 - Jul 2016 2 years 4 months
Marketing Director
Independent
  • Led startup hospitality online booking platform for MICE from greenfield operation in Singapore.
  • Closed exclusive partnership with Suntec Singapore. Established direct connections with over 300 hotels in Singapore as well as selected properties in APAC.
  • Successfully acquired new business with global PCOs, corporates, and event organizers to provide accommodation and travel logistics for staff, speakers, VIPs, and delegates. 
Jun 2011 - Feb 2014 2 years 8 months
Vice President, Sales Enablement, APMEA
MasterCard
  • Led implementation of CRM Salesforce.com, drive adoption, and cross-functional integration.
  • Managed strategic development and implementation of Salesforce effectiveness programs across AP and MEA.
  • Designed and delivered sales training and coaching curriculum for over 300 staff (Solution Selling®).
Sep 2005 - Dec 2010 5 years 3 months
Commercial Excellence Manager
General Electric Europe
  • Led CRM implementation across 11 countries, including defining business requirements, build and test, communication, develop, rollout and training, introduced sales propensity modeling for sales.
  • Significantly grew customer satisfaction through Net Promoter Score surveys and implementing customer-facing operational process improvements leveraging Lean 6 Sigma tools & resources.
  • Contributed to achieving 10-15% YoY sales growth through various lead generation programs; centralizing tele-prospecting, marketing automation (CRM) and campaign management.
  • Led digitization of marketing strategy; introduced new website and online client engagement.
  • Redeveloped sales and marketing collateral across products and businesses, including digitization of content.
  • Developed and led regional rebranding campaign, including development of value proposition, creative development of rebranding campaigns, PR, and media planning.
  • Significantly grew brand awareness through digital and traditional advertising, events, mailing campaigns, sponsorships, PR activities, social media, interview/speaker opportunities, etc.
Jan 2002 - Aug 2005 3 years 7 months
Global CRM Manager
Abn Amro
  • Led CRM and marketing automation initiatives across 3,000 sales staff in 26 countries.
  • Acted as project lead for global sales and marketing initiatives, focused on improving retention and customer loyalty as well as introducing best practices to lead generation (in cooperation with Bain & Co.).
  • Drove the global strategic sales and marketing planning process by providing data analytics, country benchmarking, and market research.

Education

Jun 2016 - May 2017 11 months
Digital Marketing, -
Duke University, USA
Jan 2000 - Aug 2001 1 year 7 months
MBA, Marketing
Melbourne Business School
Sep 1994 - Jun 1999 4 years 9 months
Master in Economics, Marketing
University of Antwerp