Davina Moore, head of digital marketing at NXP Semiconductors, shares her journey from product marketing to leading global campaigns. She combines data-driven strategy with creativity, empowering teams worldwide while balancing AI and human insight. In this interview, she reveals her principles for collaboration, measurable impact, and building high-performing marketing organizations.
Welcome to the interview series, Davina. Could you tell us a bit about yourself and your journey as a marketer?
Hello, and thank you for inviting me! Right now, I lead digital marketing for NXP Semiconductors—where my natural thirst to learn and test new processes, tools, and ways of working is right at home.
Our digital marketing team connects our compelling storytelling to a digital experience that drives customer engagement. My journey started in product marketing and evolved through events, press relations, and speech writing before coming back to marketing communications.
At that point, I was drawn to the digital space and spent evenings and weekends working on a doctoral thesis, investigating the correlation between web components and assets and customer conversions to help develop an effective integrated marketing communications model for the B2B space.
Since then, I have continued with that mindset to build scalable processes so our teams can continue to inspire and convert our customers.
I am energized by the great teams I work with and incredibly talented individuals who, like me, are always eager to test things out!
How do you build a unified global digital strategy while still preserving local relevance across regions?
I see this a little like writing a cookery book. I have some great recipes to share, but they become even better when you add your own touch.
For example, when we launched a global campaign last year for one of our products, we provided a core set of digital assets and messaging guidelines to all the regions. Our team in Greater China does a fantastic job of adapting the content to resonate with local audiences and supplements it with region-specific use cases. This not only increased engagement in the market but also inspired other teams to experiment with similar techniques.
What is important is being respectful of the process and finding the right proportions of each ingredient. That can be defined up front; the fun piece is putting it together with flair and learning from each region’s unique approach. A unified strategy thrives when local teams are empowered to adapt and innovate, turning global vision into locally relevant success stories.
How do you strike the right balance between AI-driven automation and human creativity in global digital marketing campaigns?
This is a great topic! AI-driven automation can accelerate so much, whether it is content variants, efficiency in processes, or information mining. Human creativity is the spark that makes our content unique. Being able to play with the two together is an immensely powerful resource.
I do believe that moving through the initial hype phase of being able to generate content through AI, the challenge is going to be to identify key roles where AI is able to supercharge the content being created. Our audiences still want authentic content, so the balance is here: creating unique content and then scaling it. For example, starting with content that brings in human expertise, i.e., with a filmed interview, and then building out supporting content such as a blog piece, a shorter LinkedIn article, etc.
How do you collaborate with content, sales, and regional teams to ensure digital marketing efforts translate into real business outcomes?
There must be trust for this back-and-forth to work. This takes time to build, to prove, and to get to the place where the outcomes are meaningful. For instance, when we piloted a new lead-creation process, we started with one team to test the process out. By sharing the results with a broader community, we gained trust and acceptance of the method to encourage broader adoption.
Listening to what stakeholders are really driving for and what keeps them awake, and seeing how something we do in digital marketing can help towards that goal, is the crux. The key is to build trust through small wins and open communication. Start small, share results transparently, and celebrate quick wins to foster trust and drive meaningful collaboration across teams.
“A unified strategy thrives when local teams are empowered to adapt and innovate, turning global vision into locally relevant success stories.”
What core principles guide how you build and lead high-performing, globally distributed marketing teams?
Well, I am going to come back to trust. This is fundamental to me. As I said before with the cookery book, I can provide some guidelines, but trusting that others can deliver a result without having to drive a program exactly as I would is the basis.
What is important is engaging our customers. Also, there is always something to learn from others—whether it is a student just starting or a seasoned professional—fresh perspectives may lead to surprising results! Last year, our team in Japan took a new approach to developing blog content. Their use case demonstrated a clear impact in AI-visibility and led to it being used as a best-practice example across other teams.
Can you tell us about your most memorable moment as a marketer?
There are many moments that flash through my mind when I am thinking about this!
From the sense of achievement when an event all comes together and seeing the energy on a show floor, or seeing a student succeed in their role and become a full-time employee in another communications role, or the moment when explaining what digital marketing is to a colleague and the bewilderment that we can do everything that we do and make all those connections is so real.
Recently, we have worked on some amazing projects around customer experience on our website, and seeing them come to life is extremely fulfilling!
You have spoken about KPIs as insights rather than just metrics. How do you select KPIs that genuinely drive better marketing decisions?
Indeed, KPIs are more than metrics—we can get simple data downloads on just about anything. What is key is being able to understand what the tipping point is and when it occurs. This is different for every customer and every journey.
However, having robust insights means we can predict more accurately which type of content will trigger an engagement. This means that our conversations with stakeholders are different; we can advise and guide on activities that will drive specific outcomes.
When thinking through what needs to be achieved and how to measure it, the accessibility of the data and the reliability of the source are also important. If it is not real-time and difficult to integrate into a workflow, it may not be the best choice of a KPI.
What would be your advice for up-and-coming marketers looking to make a mark in the industry?
I think that staying curious is still the way to go. The marketing space is incredibly dynamic, and while marketers do not have to leap onto every new trend (that would be exhausting), they must have a certain adaptability and openness to change to stay relevant and in touch with their audience. Continuously learning from both successes and failures, seeking mentorship, and observing industry leaders can provide invaluable insights. Building a strong network and experimenting thoughtfully with new ideas will also help emerging marketers make a meaningful impact.
About Davina Moore
Davina Moore is a marketing leader who guides a global team in delivering consistent, creative, and impactful digital experiences for engineers, decision-makers, and innovators. Combining data, strategy, and human insight, she designs unified marketing programs that drive measurable results. Focused on collaboration, experimentation, and cross-cultural leadership, Davina empowers her team to simplify complexity, innovate boldly, and translate strategy into tangible outcomes.
