Recommended expert

Päivi Tabourin

Field Marketing Director for EMEA & APAC

Päivi Tabourin
Düsseldorf, Germany

Experience

Mar 2023 - Dec 2023
10 months
Düsseldorf, Germany

Field Marketing Director for EMEA & APAC

Cognigy GmbH

  • Led Field Marketing and BDR teams across EMEA and APAC, partnering with sales leaders to drive pipeline growth and market penetration.
  • Developed and executed strategic marketing programs—including integrated campaigns, demand generation initiatives, field events, and PR—that elevated brand visibility and delivered measurable impact on qualified lead volume.
  • Actively contributed to global marketing leadership, ensuring regional alignment with corporate GTM strategy and adapting initiatives for local relevance.
Jan 2021 - Feb 2023
2 years 2 months
Düsseldorf, Germany

Senior Field Marketing Manager EMEA & APAC

Cognigy GmbH

  • Led Field Marketing and BDR teams across EMEA and APAC, partnering with sales leaders to drive pipeline growth and market penetration.
  • Developed and executed strategic marketing programs—including integrated campaigns, demand generation initiatives, field events, and PR—that elevated brand visibility and delivered measurable impact on qualified lead volume.
  • Actively contributed to global marketing leadership, ensuring regional alignment with corporate GTM strategy and adapting initiatives for local relevance.
May 2018 - May 2019
1 year 1 month
Singapore

Content Program Lead, Visa Business Solutions Asia-Pacific

Visa Worldwide

  • Led a region-wide branded content and thought leadership campaign in partnership with BBC Storyworks, positioning Visa as a leader in digital B2B payments across Asia Pacific.
  • Drove a 29% increase in unaided top-of-mind brand awareness and improved Net Promoter Score (NPS) by 20% among target decision-makers.
  • Oversaw strategy, messaging, and distribution across digital and media channels to ensure alignment with regional business goals and audience needs.
Feb 2016 - Apr 2017
1 year 3 months
Singapore

Omnichannel Lead ASEAN - Asia-Pacific digital marketing team

CISCO Systems

  • Led a B2B demand generation and Lead Development Rep team, delivering pipeline growth across ASEAN through integrated, data-driven campaigns.
  • Managed the end-to-end execution of complex omnichannel marketing programs across APAC, ensuring local relevance while aligning with global strategy.
  • Played a role in Cisco’s global digital marketing transformation, championing a shift toward customer-centric, insight-led omnichannel engagement.
Apr 2014 - Jun 2015
1 year 3 months
Paris, France

Field Marketing Director for France and Benelux

Basware France

  • Led the field marketing team across France, Belgium, and the Netherlands, delivering data-driven, omnichannel B2B campaigns that directly contributed to pipeline growth—including key wins within France’s CAC 40.
  • Played a central role in strengthening the sales–marketing alignment and digital marketing initiatives to improve conversion and ROI.
  • Actively contributed to the global marketing leadership team, shaping strategy and ensuring regional initiatives supported broader business goals.
Sep 2011 - Mar 2014
2 years 7 months
Paris, France

Senior Field Marketing Manager for France

Basware France

  • Established the local marketing function from the ground up, developing and executing a go-to-market strategy in close collaboration with Sales that successfully brought targeted CAC 40 and Top 1000 companies into both direct and channel pipelines.
  • Gained deep market and customer insight, enabling precise segmentation and campaign targeting across multiple industries.
  • Recognized by the CEO for leading the company’s most successful global customer event of the year.
Apr 2007 - Jul 2011
4 years 4 months
Helsinki, Finland

Business Manager

Basware Oyj

  • Consistently exceeded new lead targets (120%+ achievement) by leading a team of four marketers in the planning and execution of high-impact campaigns and event-based marketing.
  • Strengthened customer satisfaction, retention, and revenue by delivering high-quality C-level events tailored to financial, procurement, and IT decision-makers.

Skills

  • Marketing Automation: Eloqua (Oracle), Hubspot
  • Crm: Salesforce, Ms Crm, Hubspot
  • Analytics: Tableau, Bluekai Dmp
  • Marketing And Sales Alignment: Sirius Decisions (Forrester) B2b Demand Generation And Sales & Marketing Pipeline Management (Demand Waterfall) Processes
  • Omnichannel Buyer Journeys
  • Microsoft Office Tools
  • Zoom
  • Teams
  • Webex
  • Skype

Languages

Finnish
Native
German
Advanced
English
Advanced
French
Intermediate

Education

Aalto University School of Business

Master of Science in Economics and Business Administration, International Business, International Economics, German, English · Economics and Business Administration · Helsinki, Finland

WHU - Otto Beisheim School of Management

Business studies as part of my Master’s degree · Business studies · Koblenz, Germany

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