Paula Rodgers

B2B Marketing Expert

Paula Rodgers

Previously from Dynatrace, IBM, HP, Vodafone & Microsoft.

Paula Rodgers is a B2B, tech-savvy marketer with 20 years of IT marketing experience, having worked with global technology companies such as IBM, HP, Vodafone, and Microsoft. At Dynatrace, she was responsible for setting strategic direction, driving regional marketing outbound/inbound strategy, PR and strategic programs, and building customer advocacy in Asia-Pacific and Japan (APJ). Her past clients also include Dell, Docker, Endace, and PagerDuty.

B2B MarketingDigital MarketingRegional MarketingCase StudiesContent CreationEvent ManagementIntegrated Campaign ManagementTechnology Content StrategyPublic RelationsStrategic MarketingAccount Based MarketingThought Leadership ContentCustomer MarketingDigital Advertising

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Employment Highlights

B2B Marketing Consultant

Independent

July 2017 - February 2020 (2 years 7 months)

APAC Marketing Director

Dynatrace

March 2016 - July 2017 (1 year 4 months)

APAC Channel & Customer Marketing Manager

Dynatrace

July 2014 - March 2016 (1 year 8 months)

Marketing Consultant

Independent

February 2010 - July 2015 (5 years 5 months)

Smarter Computing Program Lead

IBM

October 2012 - July 2013 (9 months)

Run Rate Program Manager

IBM

January 2011 - October 2012 (1 year 9 months)

Education Highlights

Bachelor of International Communication, -

Unitec Institute of Technology

January 1998 - December 2001 (3 years 11 months)

Portfolio

Resume

B2B Marketing Consultant

Independent

July 2017 - February 2020 (2 years 7 months)

  • Provided APAC marketing support including case study development, content creation, event development and management, and integrated campaign management for local and global technology companies.
  • Clients: Dell, Docker, Dynatrace, Endace, and PagerDuty.

APAC Marketing Director

Dynatrace

March 2016 - July 2017 (1 year 4 months)

  • Set strategic direction and driving regional marketing outbound/inbound strategy, PR and strategic programs, with an emphasis on account based marketing, to increase adoption, pipeline, customer success across enterprise accounts, and building customer advocacy in Asia-Pacific and Japan (APJ).
  • Prepared regional marketing budgets; report on performance against target.
  • Provided staff management across the APAC region; 5 direct reports.
  • Developed and controlled regional marketing strategy to achieve market share and profitability goals.
  • Functioned as media spokesperson across the region.

APAC Channel & Customer Marketing Manager

Dynatrace

July 2014 - March 2016 (1 year 8 months)

  • Created APAC case study content, including written documents, press quotes, videos, and webinars.
  • Acted as mentor and senior team lead for country managers across APAC region.
  • Assisted with ANZ lead generation and awareness activities focused on digital channels, including social media, telemarketing, PR, and digital advertising.
  • Utilized Marketo for lead generation and nurture activity.
  • Used Salesforce for internal reporting and lead management.
  • Developed, implemented, and managed APAC partner marketing strategy.
  • Developed, implemented, and managed marketing strategy for Korea and Japan following closure of local offices and new partner only GTM.

Marketing Consultant

Independent

February 2010 - July 2015 (5 years 5 months)

  • Outsourced marketing management including brand strategy, marketing plan development, strategic planning, SEO, social media, content creation, and PR.
  • Clients: Systemix, Motivforce Marketing & Incentives (MMI), www.gro.co.nz, and Shining Star Marketing & Events.

Smarter Computing Program Lead

IBM

October 2012 - July 2013 (9 months)

  • Worked as program lead for cloud, data/analytics and IT optimization campaigns.
  • Developed quarterly communication strategy for these campaign based on business priorities and requirements.
  • Kept abreast of quarterly and half yearly WW campaign guidance to ensure WW priorities are considered and incorporated into local campaign planning.
  • Worked closely with overall program lead to ensure campaign plans are in line with overall program strategy.
  • Provided agency briefing and management of campaigns.
  • Worked closely with lead execution specialist assisting with campaign execution.
  • Performed tele agency briefing and management of campaign requirement.
  • Managed the integration of social and digital into all campaigns.
  • Interlocked with MSMs on development of campaign briefs, data segmentation requirements, creative reviews and approvals and appropriate campaign offers.
  • Reported on campaign results and handled campaign budget.

Run Rate Program Manager

IBM

January 2011 - October 2012 (1 year 9 months)

  • Worked with the server technology group to understand critical business unit and brand pain points and areas for focus from marketing. 
  • Collaborated with the server technology group to segment target audience the business unit needs to reach and subsequently determine value proposition, messaging and offerings appropriate for the respective segments.
  • Planned and developed a 360-degree marketing campaign strategy that will deliver agreed messages and campaign results for the business to both the end user customer and channel partners.
  • Integrated and developed the right marketing mix to support the business strategy. 
  • Managed external agencies and vendors to develop key marketing messages and impactful campaign activity in support of the integrated plan.
  • Worked with channel partners and associated channel management team to deliver strong channel marketing support. 
  • Planned and collaborated across marketing disciplines to ensure that marketing messages and campaigns are well coordinated and timed in the marketplace.
  • Worked with third party stakeholders, such as Microsoft and Intel, to plan and execute mutually beneficial activity that delivers on all brand requirements.
  • Managed and tracked the campaign results and budget to achieve and exceed marketing objectives.

Education

Bachelor of International Communication, -

Unitec Institute of Technology

January 1998 - December 2001 (3 years 11 months)