For six years, Erica Yoon has been working in the Marketing Department of the Cloud Communications division of NTT Ltd. Her role has evolved from Marketing Specialist to Web Marketing and Campaign Manager for the APAC region. Nowadays, she promotes the company’s brand online to increase traffic and potential leads to ultimately generate sales. Erica also works alongside the APAC Marketing team to strategize and implement campaigns specifically for the regional sales segment.
We took some time to meet her, ask some questions about her career and her experience working for NTT.
Q. What does a typical workday look like?
Let’s take today as an example. This morning, I had a lead generation idea meeting with my colleagues from Singapore and Japan via Microsoft Teams. After that, I activated a global initiative campaign using Eloqua (marketing automation software) and had a session with product managers to explain the campaign’s flow. In the afternoon, I made a website landing page to use for our upcoming sponsored virtual conference. Then, I organized an interview recording session with our clients to make a case study. And finally, I had a global initiative call at 9 pm with my colleagues all over the region. My job is varied and global in nature.
Q. What was the campaign you liked working on the most?
A co-marketing webinar campaign with Cisco back in 2016. This campaign is special for me as it was full of ‘first experiences’. It was my first attempt to run a co-marketing webinar with our partner Cisco. We had over 400 live attendees and generated over 500 leads during the campaign. At that time, it broke our webinar attendance record in APAC. Further to this campaign, we built good relationship with Cisco, and with this, I could achieve 738% YTD target of the lead KPI!
Q. What career growth opportunities have you had during your time at NTT?
At the end of 2016, there was a posting about the Fundamental Program – an internal development program hosted in Japan. I applied, and after several interviews and paperwork, I got the chance to go! The fundamental exchange program was worthwhile for my professional and personal growth. It was a great opportunity to have a wider view and understand how the organization works.
I have had a chance to meet great people and I got the opportunity to do various activities with them. I gave a 20-minute presentation speech on the main stage about our ‘Digital Event’ solution at ‘ComForum’, which was the biggest event of the year. I also had a chance to conduct sales training for sales representatives in Nagoya on the Cloud Communications division’s solutions. And many more. All these activities were possible because of my supervisors and colleagues. I still really appreciate them.
Q. When did you know you wanted to work in Marketing?
I studied for a very long time – I completed a Ph.D. course in phonetics – but I felt I wasn’t ready to spend my life in the research lab. I thought about what I liked and what I’m good at, and the result was ‘Marketing’. It seemed fascinating to research and execute ways to grasp people’s needs, to gain their interest in something, and persuade them to want to buy it. Especially in the case of digital marketing where we are using various technologies and data to execute the process. That is what I liked and am good at. I learn new things quickly, I love technology, data, and I like to apply and see things working well.
Q. What advice would you give for someone who wants to be a thorough Website Marketing and Campaign Manager like you?
If you want to work with people globally, experience a variety of marketing professions, learn new technologies and put them into practice, I think it is the best position. The “Campaign Manager” role covers most of all the general marketer’s role, so you can consider it as a wider position.