Darren Yan

Current

Database Marketing Manager - Sales at Singapore Press Holdings Limited

Past

Marketing Manager at SPH NewMedia Private Limited - ZapCode Division
Marketing Manager (Worldwide Product Marketing) at Dell Global B.V. (Singapore Branch)
Product and Business Development Manager at Singapore Press Holdings Limited

Product Marketing Manager at Singapore Telecommunications Limited
Alliance Manager [iLIUP Program] at Cisco Systems
Business Development Manager at TradeOneAsia Pte Ltd
Account Manager at Dun & Bradstreet (Singapore) Private Limited

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4 more...

Education

Universitas 21 Global Online University
RMIT University

Recommended

5 people have recommended Darren

Connections

335 connections

Industry

Marketing and Advertising

Websites

Darren Yan’s Summary

With more than 10 years in the Internet and mobile sector, I have directly influenced the growth of many business models to become fully functioning economic enterprises. Using a multi-disciplinary approach which includes financial, legal and advertising, I have successfully combined the analytical reasoning and creativity of a non-routine savant to keep an enterprise on a path of sustainable growth and meeting new and unforeseen challenges.

A large part of my business development methodology is concentrated on creating and managing strategic relationships and alliances with other, "third party" companies. In these instances, I structure the business relationships that will leverage one anothers' expertise, technologies or other intellectual property to expand our products, services, functionality and/or market reach without having to invest in building or acquiring these with internal resources.

When I am not working, many will find me on LinkedIn or on my blog as I continue my on-going self-education in the emerging digital media and advertising industry.

Understanding how today's rapidly changing digital technologies and how they influence the purchase funnel of consumers and businesses globally is one of my strongest motivation in this self-learning process.

Key experiences include:
■ Database Marketing & Behavioral Profiling
■ Customer Acquisition & Demand Generation
■ Interactive Marketing & Social Media/PR
■ Online Content Distribution & Channel Development
■ Location-Based Mobile Marketing
■ Digital Entertainment Content Syndication
■ B2B & B2C E-Commerce Pioneer
■ Sales Hunter

Details of my experience is listed in greater detail in the subsequent sections. [Twitter:@darren_yan]

Darren Yan’s Specialties:

Competitive analysis, business case, cost benefit analysis, search engine optimization, mobile technology, media analysis, technology management

Darren Yan’s Experience

Database Marketing Manager - Sales

Singapore Press Holdings Limited

(Marketing and Advertising industry)

December 2008 — Present (1 year )

■ Database Marketing & Behavioral Profiling ■

An evangelist of database integrity and analytics, a role that requires a qualitative mindset to understand how databases are acquired, updated and maintained across 20 websites in the AsiaOne Network. It is my role to educate, inform and update all site owners on the merits and revenue opportunities behind database marketing.

The value proposition of the AsiaOne Network Database Marketing solution is to deliver targeted digital marketing communications to our online community. Using an advanced proprietary analytic system, we uncover and map the habits of our online community. This gives our database predictive qualities that differentiates us from other database marketing providers in Singapore. Advertisers will reach specific targeted audiences that match their branding and communication objectives.

■ More on The AsiaOne Network ■
URL: http://bit.ly/xEEWH
Marketing Manager

SPH NewMedia Private Limited - ZapCode Division

(Marketing and Advertising industry)

June 2007 — December 2008 (1 year 7 months)

■ Customer Acquisition & Demand Generation ■

Tasked to raise the product awareness of Singapore's first color mobile barcode solution, I executed an ambitious marketing plan to to acquire tech-savvy and mobile-ready Singaporeans to be my product ambassadors. This strategy allowed our team to achieve 20% market penetration rate over 18 months.

■ Interactive Marketing & Social Media/PR ■

My communication plan had a media mix that included newspapers, radio and online display banners to maximize reach and frequency. In addition, I conducted an audience composition analysis and realized that a significant number of our target audience access social media networks. This led to our team experimenting various word-of-mouth guerrilla campaigns to promote ZapCode on social media sites such as Facebook.

■ More on ZapCode ■
URL: http://bit.ly/Tja84
Marketing Manager (Worldwide Product Marketing)

Dell Global B.V. (Singapore Branch)

(Public Company; 10,001 or more employees; DELL; Computer Hardware industry)

January 2007 — June 2007 (6 months)

Create and execute marketing programs for Dell's Global Printer Product Group, specifically new product launches.
Product and Business Development Manager

Singapore Press Holdings Limited

(Marketing and Advertising industry)

October 2005 — December 2006 (1 year 3 months)

■ Online Content Distribution & Channel Development ■

Working in Singapore's incumbent newspaper publisher, I championed the distribution of news and lifestyle editorial content to emerging digital channels such as mobile and IPTV. Content syndication models were struck with members in the digital media ecosystem that includes:

(a) Mobile operators
(b) Handset manufacturers
(c) IPTV service providers
(d) Third-party content aggregators
(d) Digital content management system integrators

As a fee-paying content subscription service provider, we broke even after 1 year and is now delivering triple-digit ROI contribution since 2008.

■ More on SPH Mobile News Service ■
URL: http://bit.ly/2Cn2Ow

■ Location-Based Mobile Marketing ■

I led the project team to develop Singapore’s first Location-Based Mobile Advertising (LBA) solution that allows advertisers to send targeted messages to users' geographical locations.

Working with all three mobile operators in Singapore, we helped our advertising clients to deliver time-sensitive and geographic specific promotions to users on-the-move.

■ More on SPH Location Based Advertising Solution ■
URL: http://bit.ly/upLMk
Product Marketing Manager

Singapore Telecommunications Limited

(Public Company; Telecommunications industry)

March 2003 — December 2004 (1 year 10 months)

■ Digital Entertainment Content Syndication ■

There was a time when ringtones, mobile wallpapers and animated mobile screensavers were the cash cow of global mobile operators. I was part of that era where I sourced and developed new mobile entertainment services for SingTel’s 1.4 million consumer subscribers.

Clearly, a mobile operator such as SingTel do not own or produce digital entertainment content. Hence, I worked with more than 30 digital content producers and aggregators to syndicate mobile-formatted content to our subscribers. These syndication partners includes:

(a) Music Labels: Universal, Sony-BMG, EMI and Warner Music
(b) Film Distributors: 20th Century Fox and Warner Brothers
(c) Broadcasters: Disney and Sanrio
(d) Content Aggregators: Mobile Ethos and MobileMode

■ More on SingTel's Digital Entertainment Mobile Content Services ■
URL: http://bit.ly/9kpcW
Alliance Manager [iLIUP Program]

Cisco Systems

(Public Company; CSCO; Computer Networking industry)

January 2003 — March 2003 (3 months)

■ Contract Position ■

I worked with 2nd and 3rd tier IT firms to secure priority access to Cisco System's cutting-edge technologies to promote technology transfer. This reduced their product development time and costs, giving my partners the confidence to incorporate Cisco System's products and services as part of a complete solution.

■ More details on the iLIUP Program ■
URL: http://bit.ly/2oiFQ
Business Development Manager

TradeOneAsia Pte Ltd

(Privately Held; Logistics and Supply Chain industry)

2000 — 2002 (2 years )

■ B2B & B2C E-Commerce Pioneer ■

As a participant of the global dot-com phenomenon, I had the privilege to work with Singapore's largest conglomerate, Keppel Corporation, in their start-up to create an online B2B procurement hub. Using best-of-breed procurement technologies from Ariba, we offered catalog management and directory services, online negotiation capabilities, auctions, reverse auctions and requests for quotation (RFQ) via the Internet.

As the Internet was still in its infancy in early 2000, I was the chief evangelist to champion the use of the Internet to increase procurement efficiency.

■ More on TradeOneAsia's Launch in Singapore ■
URL: http://bit.ly/19Ce2m
Account Manager

Dun & Bradstreet (Singapore) Private Limited

(Financial Services industry)

June 1997 — August 2000 (3 years 3 months)

■ Sales Hunter ■

I am fortunate to learn from some of the best sales professionals in Dun & Bradstreet in my first job after university. The premise of my existence in the company as a sales hunter is to meet monthly and quarterly revenue targets.

My early interest in strategic solution selling was spotted by my management and I was empowered to lead and manage client consulting projects: analyzing existing credit risk programs, developing priority action plans and delivering an on-site workshop to help clients understand and implement effective, winning credit risk management strategies.

■ More details on D&B in Singapore ■
URL: http://bit.ly/6uwGI

Darren Yan’s Education

Universitas 21 Global Online University

MBA , Business Administration , 2009 — 2010 (expected)

Academic standards meet the standards set by global members of Universitas 21, which includes:

Asia: National University of Singapore, Fudan University, Shanghai Jiao Tong University, University of Hong Kong, Delhi University, Waseda University and Korea University.

Australia-New Zealand: University of Melbourne, University of New South Wales, University of Queensland and University of Auckland.

Europe: University College Dublin, Lund University, University of Birmingham, University of Edinburgh, University of Glasgow and University of Nottingham.

North America: University of British Columbia, McGill University, University of Virginia and Tecnológico de Monterrey
RMIT University

Bachelor of Business Administration , Business , 1994 — 1997

Additional Information

Darren Yan’s Websites:

Darren Yan’s Interests:

reading, internet, new technology, business case, mobile marketing, digital strategy, metrics, analytics, strategy development

Darren Yan’s Groups:

Inbound Marketers - For Marketing Professionals
Advertising Professional
MobileMonday
MobilOpen :: the mobile business group
Mobile Advertising & Marketing
eMarketing Association Network
Online Advertising Professionals
MEF - Mobile Entertainment Forum
ThoseinMedia
IMM 2.0 - Intelligent Mobile Marketing (+10000 members) Join now!
Digital Marketing Inner Circle
Online Word of Mouth Marketing Group (OWOMMG)
Mobile Payment / Billing
Wireless Industry Forum
Advertising Professionals
Mobilists (Innovators in mobile industry - 3900+ members)
Mobile Content
Business Analytics
Mobile Marketing & Advertising
Telecom Executives Business Network
Social Media Marketing
Newspaper Advertising (Preprint, Display and Online)
Mobile Telecoms industry group
MOBILE & WIRELESS
Ogilvy PR Worldwide/ 360° Digital Influence
Media Professionals Worldwide
Singapore Open Networkers
The U21 Global Network
Telecom & Mobile VAS Professionals Worldwide
The Digital Movement
Mobile Video
massmediamobile
Mobile VAS and Content - Professionals
Mobile Monday APAC
Mobile Broadband
Monte Carlo Simulation, Excel and Model Risk
Networking Nation—ONLINE NETWORKING for Execs. in Marketing/New Media/Promotions/Publishing/PR
Society 2.0 Workgroup
MARKETERS @ SG
VSAPAC Asia-Pacific