IT and security giant Cisco has made major changes to its marketing leadership team in Asia Pacific, Japan, and China (APJC). Mark Phibbs (pictured left), Cisco’s former vice president global marketing insights and analytics for APJC has been promoted to the global role of vice president, campaigns, content, and industries where he will be driving Cisco’s overall global marketing transformation. This will see Joyce Moy (pictured right) stepping up to the role of head of APJC marketing.
Phibbs has been with Cisco for almost five years, and helped in building Cisco’s marketing team while driving strategic campaigns which redefined customer centricity and business growth for Cisco. According to Cisco, Phibbs has been a champion of innovative, data driven marketing and revenue impact from marketing activities. Phibbs led the Cisco APJC X-Sell and Upsell program which provides learning, development, and sales practice for sales associates with a focus on small business customer acquisitions or specific technology incubation. The campaign had also recorded double-digit growth in marketing’s contribution to sales year-on-year. When Phibbs first joined Cisco as the vice president of marketing and communications for APJC in 2018, he also brought in a team of data scientists and analysts help Cisco merge creativity and science in its storytelling efforts.
Moy has close to two decades of experience in driving innovation and business impact in the region. She had been with Cisco for over 15 years, holding multiple leadership roles and is succeeding Mark as the new leader for APJC marketing. Most recently, she was the senior director for strategy, planning and operations and segment, customer advocacy and partner marketing for APJC where she was responsible for defining and developing the overall marketing strategy, go-to market campaigns, programs, partner, and digital communications.
Moy said, “I am excited and honoured to have this opportunity to lead APJC marketing. We will continue to be customer focused and drive the innovation and impact in our journey of marketing transformation. I firmly believe that marketing will be the forced multiplier to drive Cisco's growth across the region.”
Separately, during the pandemic Cisco had to pivot its annual Cisco Connect event to a virtual one, where it altered its theme to provide solutions for businesses and clients who needed guidance in navigating through the pandemic. Cisco’s ability to quickly adapt and pivot to a virtual event, while using it to its advantage by offering solutions to businesses and clients to help them during the pandemic, impressed the judges and secured it the bronze award for Best Innovative Transition – Physical to Virtual at MARKETING-INTERACTIVE’s Marketing Events Awards 2021.
Meanwhile, in 2021, Cisco had appointed Hana Raja as managing director for its Malaysia business ops, replacing Albert Chai who left Cisco after nearly 10 years with the company. Prior to her appointment, she was Cisco’s strategy and operations head for ASEAN since 2019, while based in the Kuala Lumpur office.
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