CDWTCDWT

Abdul Salam

Position: Vice President, Global Head - Marketing

About

He is a marketing specialist with 22 years of experience in a variety of industries.
Core abilities:
Influencer marketing, partner / alliance marketing, ABM, digital marketing, brand creation, and strategic marketing are all examples of marketing strategies. Thought leadership, lead generation, and strategic sales enablement across the B2B, B2C, B2G, and B2B2C markets are all available.
Across businesses, he has designed and implemented marketing initiatives with provable ROIs.
At CDWT, he is in charge of worldwide marketing for digital services such as AI, Blockchain, D&A, Cybersecurity, SaaS, Metaverse, Consulting, and Partners such as Salesforce, Microsoft, SAP, and Oracle. This essentially consists of six levers: influencer relations, event amplification, content marketing, thought leadership, alliance marketing, and ABM.

Experience

Vice President, Global Head – Marketing
CDWT – Permanent Full-time
Sep 2022 – Present
Toronto, Ontario, Canada

 

Vice President of Territory, Commercial and Specialty sales
CDWT – Permanent Full-time
Sep 2021 – Sep 2022 · 1 yr 1 mo
Toronto, Ontario, Canada

• I am responsible for the profit and loss of the Territory, Commercial, and Specialty sales division for North America.
• I am honoured to head a group of 490 sales professionals that sell to SMB, mid-market/commercial, and Public (SLED) customers.
• My responsibilities include overseeing a group of around 420 Account Executives across the SMB, commercial, and public sectors, whose main responsibility is to release technology to assist our clients realise their business ambitions.
• In addition, I oversee a group of seventy Specialty salespeople that are entrusted with assisting our customers in evaluating the most complicated solutions within the IT environment and identifying solutions that meet their specific requirements.
• Our team is comprised of remote and field-based salespeople from around North America whose mission is to solve business challenges with technological solutions.

 

Vice President
CDWT – Full-time
Oct 2016 – Oct 2021 · 5 yrs 1 mo
Toronto, Canada Area

• CDWT assists businesses in achieving their business objectives. An effective IT strategy is driven by a thorough understanding of the customer’s objectives. We assist in developing, implementing, and managing the optimal IT strategy for each particular client.
• I am responsible for the profit and loss of the North American Territory Sales division.
• I am honoured to oversee 460 sales people that serve the SMB, mid-market, and Public (SLED) client groups. Our team is comprised of remote and field-based salespeople with a passion for resolving business challenges with technological solutions. They are located in five distinct regions of the continent.
• With a CAGR greater than or equal to 30% over many years, the division enjoys phenomenal productivity while exceeding all targets for “NPS” customer experience ratings.
• As a business grows, career options become available to all employees. I have a strong desire to establish a company whose primary objective is the professional development and success of its employees.

 

National Sales Director, Canada
Dell
Jan 2015 – Oct 2016 · 1 yr 10 mos
Toronto, Canada Area

• Direct the inside sales force servicing Dell’s direct clients and channel partners in Canada.
• A company with 220 Sales experts and 15 direct managers. Annual sales more than $1.5 billion
• Responsible for all consumer segments and verticals: “Commercial” (Small businesses, medium-sized businesses, and large institutions) and “Public” (Municipal, Provincial, Federal,)
• Accountable for several sales activities, including:
• Transactional, Relationship inside lead, Relationship Field Led, Online, Distribution, and Channel direct.
• A member of the organization’s Executive Leadership Team. Report to Dell Canada President.

 

Sales Director, UK Commercial Channel
Dell
Jun 2012 – Jan 2015 · 2 yrs 8 mos
Dublin, Ireland

Leading a team of 94 committed Sales professionals to drive the expansion of Dell’s end-to-end solutions in the United Kingdom through the channel partner network.
• Profit and loss owner for a $610Million yearly company.
• Lead team of internal sales teams to achieve year-over-year growth of 25% or more in a flat market.
• Manage teams in numerous locations/geographies.
• Exemplary motivator and people manager. My organization’s score has been in the “Tell Dell Champion” quadrant for numerous consecutive years.
• Teams are imbued with a customer-first culture, resulting in the greatest customer experience ratings in the whole UK market.

 

EMEA Small Business Marketing Director
Dell
Feb 2010 – Jun 2012 · 2 yrs 5 mos
County Dublin, Ireland

Leading a team of fifteen marketers charged with creating and executing IT solutions applicable to small company owners (1-20 workers) in thirteen European nations. Success is determined by adopting a complete marketing strategy that includes all 4Ps (product, price, promotion, and location) and is tailored to each nation, leveraging on its maturity and market dynamics. In addition to my day-to-day duties, I have served as the marketing site leader for more than 105 marketers operating in the Dublin site.

 

SMB Senior Marketing brand leader- UKI/BLX/Nordics
Dell
Aug 2007 – Feb 2010 · 2 yrs 7 mos
County Dublin, Ireland

I am now in charge of the marketing team for Dell’s Small and Medium Business (SMB) sector (1-500 employees). In my capacity, I oversee the price, promotional, product, and brand strategy for seven distinct markets depending on country (UKI, & Northern Europe). The position requires knowledge of transactional marketing (for small enterprises with one to ten workers) and relationship marketing (10-500). I create quarterly Go-To-Market strategies for my areas, with a strategic emphasis on boosting profitability via profit pool exploitation while concurrently expanding market share.

Key results:
• The aggregate annual income of regions increased by $120 million. Currently, my areas provide $960 million each year to the corporation. 70% of the EMEA
• Oversaw a team of twelve regional, product-specific brand managers who gained market share and profitability for six consecutive quarters. Received “top leader” award for fiscal year 2009.
• “Award for the best strategic initiative” 2008 – Awarded for analysing and executing a country-based go-to-market strategy that reversed the region’s negative track and led to a market growth gap.
• Increased market share in established UK markets while simultaneously boosting profit percentage via the use of novel pricing and market access methods.

 

EMEA BTB Senior brand leader
Dell
2006 – Aug 2007 · 1 yr 8 mos
County Dublin, Ireland

In this capacity, I oversee a team of brand managers throughout EMEA to drive the performance of Dell’s products with the highest margins (Software and peripherals and services). Through the development and implementation of creative pricing, promotional, and sales strategies, the team was able to entice clients into long-term relationships and eventually capitalise on these vast profit pools.
• Increased BTB margin dollar contribution from $35M/Q to $50M/Q
• Increased S&P’s proportion of overall acquisitions by 38% throughout tenure (from 11% to 18%)
• Ensured long-term client retention and growth by effectively pushing a longer-term service package.
• Managed connection with major partner (Microsoft, Symantec, etc.) in order to boost marketing communications budget by 25%.

 

Marcom ROI manager, EMEA HSB (Consumer and Small business)
Dell
Dec 2004 – 2006 · 1 yr 2 mos

Analyzed offline and online marketing expenditures to discover ways to optimize demand generating spending. Based on ROI (Return on Investment) calculations, optimum methods to creativity, price, promotional offers, and media expenditure were determined.
• Tripled the return on investment (ROI) of $145M annually spent on marketing communications.
• Oversaw $100M in media spending. Allocated effectively to the development of demand above and below the line.
• Developed and implemented techniques to assess the ROI of media vehicles, improving the allocation of marketing and communications expenditures.
• Developed and implemented a return-on-investment (ROI) methodology to determine whether it is more cost-effective to spend margin (price reduction) or marcom.
• Created and executed a quarterly planning procedure based on return on investment.

 

Account Executive
Enterprise CS
2000 – 2003 · 3 yrs

Developed a comprehensive advertising plan for a retail customer. Charged with ensuring process efficiency, managing finances, and serving as a liaison between the client and the agency for regional and national campaigns.

• Directed 65 regional initiatives aimed at establishing the brand in local communities.
• Employed in-depth understanding of the marketing mix to shape advertising strategy while assisting our client, Tim Hortons, in achieving their business goals and becoming the marketer of the year in 2002.
• Direct the development of an Internet-based advertising campaign that emphasises efficiency and effectiveness. Resulted in an anticipated $1.3 million cost savings for the customer and increased agency income.

Education

Lakefield college school

 

Dalhousie University
BCOMM
1994 – 1998
Activities and societies: Honour student,

 

Trinity College Dublin
MBA
2003 – 2004
Activities and societies: Honours student, Maintained a 3.45 GPA

Skills

  • Channel
  • E-commerce
  • Pricing
  • Lead Generation
  • Segmentation
  • Product Marketing
  • Multi-channel Marketing
  • CRM
  • Sales Enablement
  • Brand Management
  • Marketing Communications
  • Marketing Strategy
  • Demand Generation
  • Go-to-market Strategy
  • Strategy