Elizabeth Shen, Marketing Manager for SEA & AEC at Kaspersky, shares her journey from sales to regional marketing leadership across Asia, bringing a strong commercial perspective to her work. In this interview, she explores how to build sales-aligned marketing, prioritise focus across diverse markets, align teams around clear objectives, and use AI thoughtfully to drive long-term impact beyond leads and conversions.
Welcome to the interview series, Elizabeth. Could you tell us more about your journey as a marketer?
My journey into marketing wasn’t a straight line. I actually started out as a sales representative, which shaped a lot of how I think about marketing today. Being on the front line taught me what really matters to customers and sales teams: clarity, relevance, and timing.
Over time, I transitioned into marketing and worked across different regions, including SEA, Greater China, India, and Japan. That shift gave me a broader perspective; I don’t see marketing as just campaigns or content, but as a commercial function that supports revenue growth. Having been on both sides has helped me anticipate needs better, communicate more clearly, and design marketing programs that sales teams actually want to use.
What does a successful marketing strategy look like for you beyond leads and conversions?
Leads and conversions are important, but to me, a successful marketing strategy goes beyond numbers. It’s about clarity of objectives, quality of engagement, and long-term impact.
I look at whether marketing is helping sales open doors, shorten conversations, and build credibility with customers. Success also means strong alignment with sales, consistent messaging across touchpoints, and programs that educate the market, not just generate demand. If marketing can influence pipeline quality, partner readiness, and brand trust, that’s when it’s truly working.
How do you prioritise markets and segments when budgets and resources are limited across regions?
When resources are limited, focus becomes critical. I prioritise based on business objectives, market maturity, and revenue potential, rather than spreading efforts too thin.
I strongly believe in moving away from broad-based approaches and instead focusing on clearly defined segments and named accounts. Understanding where sales are investing their time, which accounts have traction, and where partners are strong helps guide smarter decisions. Being clear and concise, both in strategy and execution, ensures that every dollar spent has a purpose.
What are the key factors that keep marketing aligned with sales and commercial goals as the business scales?
Alignment starts with listening. Regular conversations with sales teams, understanding their challenges, and being transparent about what marketing can (and cannot) do are essential.
Clear objectives, shared KPIs, and early involvement in planning cycles help keep both teams moving in the same direction. My sales background also helps; I always ask myself whether a campaign or activity would actually help a sales conversation. Anticipating needs and staying commercially grounded keeps marketing relevant as the business scales.
“Leads and conversions are important, but successful marketing goes beyond numbers to clarity of objectives, quality engagement, and long-term impact.”
Could you tell us about your most memorable moment or experience as a marketer?
Some of my most memorable moments come from working across emerging markets in Asia, where no two countries are the same. Currently working across Asia Emerging Countries has been especially challenging, but also incredibly rewarding.
What stands out most are the moments spent with partners: long discussions, problem-solving together, and learning how each market operates differently. Those experiences remind me that marketing isn’t just about execution; it’s about relationships, trust, and understanding people on the ground.
What cultural or market-specific nuances have been most critical when localising campaigns across regions?
One of the biggest lessons I’ve learned is that what works in one country may not work in another, even within the same region. Cultural context, decision-making styles, and market maturity all play a role.
In some markets, education and trust-building are key; in others, speed and efficiency matter more. Language, tone, and even channel preferences can differ significantly. Keeping an open mind, listening carefully to local teams and partners, and avoiding assumptions have been critical to successful localisation.
How can marketers leverage the power of AI in their marketing programs without becoming overly reliant on it?
AI is a powerful tool, especially for improving efficiency, insights, and content ideation. However, it should support human thinking, not replace it.
Marketers still need to define clear objectives, apply judgment, and understand their audience deeply. AI can help scale efforts, but strategy, creativity, and cultural sensitivity must remain human-led. Used thoughtfully, AI frees up time so marketers can focus on higher-value work, build stronger connections, and make more informed, strategic decisions.
What would be your advice to marketers starting their careers on building a strong foundation?
Start by understanding the business and the customer, not just the tools. Learn how sales works, ask questions, and don’t be afraid to get close to the commercial side of the organisation.
Always keep an open mind, listen more than you speak, and be clear and concise in how you communicate. Most importantly, have clear objectives. If you know why you’re doing something, the how becomes much easier to figure out, especially as complexity grows and priorities shift over time.
About Elizabeth Shen
Elizabeth Shen is a marketing expert passionate about building strategies that drive growth and resilience in the digital world. Beginning her career in sales, she brings a strong commercial mindset to marketing, shaped by frontline experience. Having worked across SEA, Greater China, India, and Japan, she focuses on turning complex ideas into clear, impactful programs that align closely with sales, support revenue growth, and deliver meaningful business outcomes through collaboration and purpose.
