Title: Director of marketing Company: JDA Software Years in current job: 3
Cindy Kim's role expanded last year from managing social media to overseeing marketing for strategic accounts at supply chain software company JDA Software.
In her role, she uses digital in all aspects of marketing to CEOs and business influencers.
“Digital has to be part of everything we touch,” Kim said. “We did research with the CEO audience and found that CEOs are extremely digital. They love to get information from digital and mobile devices, and have extended their use of digital in their daily habits.”
With this in mind, Kim has orchestrated digital programs that specifically target CEOs and business decision-makers with custom content.
For one strategic account JDA was targeting, Kim and her team developed a video book with a custom message from Hamish Brewer, CEO of JDA Software, to the CEO of the target account.
The video was delivered in a physical book with a custom cover. Inside was a letter to the CEO from Brewer, a video player that played the video message, and a link to a customized microsite that showed how JDA could help the account with supply chain management solutions specifically designed to solve its unique challenges.
The account is now in the sales pipeline.
“We have to find ways to be innovative in the delivery of digital content,” Kim said.
She said working with sales is critical in order to build marketing success.
“Marketing has to be able to gain insight into the accounts (salespeople) are going after,” Kim said. “Marketing can play a strategic role by providing guidance and vision and influence accounts beyond traditional lead gen campaigns.”