Verticurl clinches two major awards at the SBR Management Excellence Awards 2021

It won the Executive of the Year - Marketing Technology and the Team of the Year - Marketing Technology awards.

Marketing technology agency Verticurl has won two major awards at the SBR Management Excellence Awards 2021 for its remarkable growth amidst uncertainties brought by the COVID-19 pandemic. The company bagged the Executive of the Year - Marketing Technology and the Team of the Year - Marketing Technology awards.

Such growth would not have been possible without the leadership of its General Manager in APAC Genevieve Tan. As the head of business in APAC, Tan has overseen a 300% growth in topline and bottom-line numbers. 

As the leader of over 50 client success managers, she has headed the process of martech implementation, adoption and optimisation of martech-led Demand Gen and CX practices for various global and Singapore-led brands.

Like most companies faced with challenges brought by the pandemic, Verticurl had to strategise how to continue client support, how to ensure the well-being of the team during the unprecedented times, and how to ensure that the team continued on its growth trajectory. Tan developed a three-pronged strategy to address these issues.

Firstly, she ensured a very close alignment with the clients, their business objectives and key performance indicators, and helped them achieve their business goals.

Moreover, Tan also deployed a very regular and thorough exercise to revamp the company’s capabilities and services, launching new functionalities where needed to adapt to the changed market conditions and customer behaviour.

She also created a holistic program to manage the well-being of all the team members. This included partnering with the THRIVE program, a life-changing course that empowers employees with the skills, insights and resources in order to take control of their life, bring out the very best in themselves and enjoy everything that they do. This has allowed employees to stay mentally strong and productive during the pandemic when remote work was introduced.

The manager also helped implement a voluntary three-month initiative called VFit to help keep employees motivated and engaged, in which teams competed to hit activity targets across running, walking, cycling, workouts and yoga.

The result was that the APAC team was able to grow their client portfolio whilst keeping all the employees healthy and happy, and the region met its stretch targets. Through a combination of agile leadership skills, empathy and business understanding, she has been able to steer the organisation to even greater heights during such troubled times.

More importantly, Tan was instrumental in the creation of the award-winning omni-channel cloud connector, xTend, which won the 2021 Singapore Business Review’s National Business Award in the Marketing Technology category, amongst other prestigious titles.

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