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Regional B2B marketing leader with 10+ years driving demand generation, funnel growth and commercial enablement across the Asia Pacific region__

Regional B2B marketing leader with 10+ years driving demand generation, funnel growth and commercial enablement across the Asia Pacific region__

What I do

Over 15+ years across B2B, B2C and D2C, most of it regional, most of it as the person who owned the function rather than inherited it. Unilever Food Solutions, BSH Home Appliances, Clarins, Kerry: categories from food ingredients to home appliances to beauty, which means I've learned the best from the leaders of their industry and how much success depends on getting the marketing and commercial mechanics aligned.

What I'm consistently hired to do: take a lean digital function, roll my sleeves up and build capabilities and introduce new ideas and ways of working to elevate the digital marketing experience and overall user experience.

I’m specialised in:

Demand generation, leads nurturing and CRM
Lead-gen architecture, database growth, Salesforce dashboards and reporting that a sales team will actually open.

eCommerce and channel growth
Marketplace and key-account development, channel P&L, conversion and basket economics. This is the commercial differentiator — I've carried revenue numbers, not just traffic numbers.

AI and marketing automation
I build agent systems that let one person deliver at the scale a team normally requires, because that has usually been the situation I was in.

Recent highlights

  • 4x database growth

    4x database growth in 2025

    Led and executed digital marketing strategy for ProActive Health business in Kerry APMEA. Built a tracking and reporting dashboard on it, and that became the global benchmark of what good looks like.

  • Certificate of recognition awarded to Julian Song for winning 1st place in the E-Commerce Pilot in Malaysia: Digital transformation in FS Brands at the APMEA Excellence Awards 2022, presented by Kerry and signed by Peter Dillane and John Cahalan.

    Winner, 2022 APMEA Excellence Awards

    Internal Kerry award within the Asia Pacific, Middle East & Africa region.

    The Pioneering category celebrates the innovation and ownership in leading impactful initiatives.Led the Foodservice brands team to plan, build and execute an eCommerce plan within 3 months from zero to one. Published article of project on APAC CIO Outlook

  • Letter from Unilever Food Solutions recognizing Julian Song for his impactful work and dedication.

    Winner, 2020 Award for Global #StrongerTogether

    Global recognition for launching #SupportLocal initiative within 1 week in Malaysia and Singapore, and continuous work to connect F&B operators with 16 million active users on partner platforms during COVID-19

  • 2026 kerry taste charts for apmea

    Double pipeline influence

    I led Kerry APMEA’s 2026 Taste Charts campaign and delivered 50% of total global pipeline influence. Historically, APMEA only contributes to 24% of total global turnover.

  • Collection of digital marketing and business presentation screens, including a mobile app interface, a webinar invite, analytics charts, a certificate, and promotional messages.

    Leading with innovation

    Launched multiple zero-to-one initiatives, including and not limited to eCommerce flagship stores, WhatsApp for Business, LinkedIn Live webinars, Salesforce dashboards for digital marketing MQL follow-up.

  • collage of images showing AI self-learning workflow diagram, social media post, product branding template, and a blog article about buying gadgets during a sale.

    AI Marketing Automation

    Social media content generation for @canbuyornot’s Instagram account. Doubled the impression of daily posts with time-saving asset creation process at minimal outlay of under S$60 per month.

Professional endorsements

  • “Julian brings a rare combination of strategic thinking, strong execution, and collaborative leadership.”

    Jie Ying Lee
    Regional Strategic Marketing Lead

  • “Julian is proactive, solutions-oriented, and highly effective at converting ideas into reality - making him an invaluable partner in driving digital growth and innovation.”

    Catarina Rodrigues
    Regional Marketing Director

  • “Any team would be lucky to have someone with Julian’s mix of work ethic and positive energy.”

    Laura Murray
    Global Social Media Lead

  • “Julian’s leadership, dedication and expertise are impeccable when it comes to managing stakeholders in digital marketing and e-commerce projects.”

    Harvey Maran
    Regional Marketing and Commercial Growth Leader

  • “Beyond digital marketing know-how, Julian is personable, fair-minded, generous of his time, and possesses a wit and wry humour that make any work situation that much easier to get through. ”

    Ming Rodrigues
    Regional Corporate Affairs Lead

Currently open to:

Full-time roles
Director, Head and Senior Manager roles in digital marketing, growth and eCommerce in Singapore

Fractional roles
If you need consultation on how digital marketing can help your business achieve measurable growth, drop me a note.