Name Rose Leng
Age Mid-thirties
Job title Regional marketing director, Microsoft, MSN business division
- Asia
What is your greatest achievement?
Launching the Disney TV Channel in the Middle East five years ago. It
was the first time I launched such a culturally-sensitive product in a
market I was entirely unfamiliar with. The learning curve and
sensitivities (language, culture, religion) we had to overcome were
tremendous. Who would have guessed that Little Mermaid was banned in the
Middle East because her bosom was covered only with shells?
What would be your dream brand to work on and why?
Any brand that has an underdog status would be interesting to work on.
In many ways, MSN was in that category.
What would you do if you weren't in marketing?
An anthropologist. I think there are a lot of similarities between the
two as both involve the study of human behaviour in different cultural
and environmental settings. I've always been interested in learning
about the lives of different civilizations and ethnic groups.
What was your big break?
My first job after I finished business school. I joined a promotions
agency of McDonald's which was my first foray into marketing. Before
business school, I was a financial analyst and I realised that I
couldn't do that for the rest of my career.
Who was your mentor?
Angela Bassage, marketing director of McDonald's when I worked there - a
real professional with a lot of creative energy. She was also the
matchmaker through whom I met my husband.
Is there a secret to your success?
As a marketer, being able to strike a balance between the big picture
and the nitty gritty details is very important.
One needs to observe overall market trends and set strategic directions
for a brand and keep an eye on executional details of marketing
activities.
How do you handle difficult clients?
I remind myself to not take things personally, and instead, try to
empathise with the client's needs.
What advice would you give to the next person to do your current
job?
As in many regional roles, the only way to gain respect from local
markets is to provide added value. Otherwise, the function is only seen
as an additional reporting layer and a hinderance.
Who is the person you most admire?
Martha Stewart - one of the best marketers in recent times. Passing out
free juice and croissants on Wall Street the day her company got listed
was a simple yet creative idea that worked!
