IDP Connect Ltd. • Jan 2025 – Present
IDP Hotcourses Global Marketing Expansion
Global Product Marketing Strategy & Execution
Led global product marketing strategy for IDP’s B2B portfolio, supporting international student recruitment and institutional growth across multiple markets.
Challenge
IDP needed to scale its product marketing function globally while maintaining consistency across diverse regional markets (Southeast Asia, Australia, East Asia, North America).
Solution
✓ Built scalable product marketing operating models and measurement frameworks as founding PMM
Developed cohesive global positioning and GTM narrative translating complex multi-market products into clear commercial value
Established cross-functional collaboration across Product, Sales, Regional Marketing, and Customer Success teams
✓ Implemented centralized global projects while supporting regional market adaptation