Asia-Pacific Power List 2020: Siew Ting Foo, HP

Siew Ting Foo

Vice president and global head of marketing strategy and planning, print category
HP
Singapore
Returning member

Siew Ting Foo believes in building a global brand with local soul, using customer insights from big data as well as local authentic stories to anchor impactful, experiential marketing campaigns. The regional team has won at least 25 awards in her two plus year tenure while the brand achieved seven quarters of profitable growth in the personal systems category in 2019 across APAC.

At HP, Foo championed a combination of 'art and science' in marketing while using a community approach to engage her team and drive more collaboration. As part of her remit, Foo relaunched HP's global visual identity at China Joy Gaming Festival in Shanghai in November 2019. Within two days, the brand achieved 100,000-plus traffic at its event booth and over 10 million impressions on social media, while retainng HP’s No. 2 market share position despite strong competition in China.

Foo also oversaw the launch of the Asia Pacific Challenger Series, a campaign across 15 Asia-Pacific markets and led the global launch of the HP Elite Dragonfly laptop, targeted specifically at mobile millennial consumers. The launch was executed in the Shibuya co-working space. In two days, HP achieved 2.7 million twitter live streaming views, 56,000 website landings, 385 event attendees and 63 media articles. Most importantly, it reframed how HP commercial laptops are perceived in the market. Then, HP launched a series of social films named “Love Therapy,” which was rooted in insights about Apple users’ tensions with the device’s ecosystem.

As a senior leader, Ting Foo champions three people-centric agendas—diversity and inclusion, talent development and driving collaboration. She is a regular at industry conferences and at HP she initiated a Marketing Reinventors Program across Asia Pacific, where 50-plus people host skill-sharing sessions in seven offices which helped to break down silos. Foo also continues to champion the gender diversity agenda especially in Japan with the HP Japan Reinvent Stereotypes campaign.

The pandemic has caused Foo to reflect deeply on personal purpose. She says this is the time for greater collaboration, an opportunity to grow skills and a need to listen and to ‘lean in’ more. HP has programs across Asia to help upskill the next generation and Foo has taken inspiration from those to set up learning webinars with her team to create a culture of unlearn, learn and learn.