Dayna Leng Email Address

Head of Marketing, SEA, ANZ, India, and Greater China

Backbase is the leading provider of AJAX-based Rich Internet Application (RIA) software and solutions. Backbase software provides a comprehensive AJAX development framework that is based on open standards, easy to learn by developers and integrates seamlessly into existing IT environments. The Backbase Enterprise AJAX software radically improves the usability and effectiveness of online applications, and increases the productivity of the developers who are creating these Rich Internet Applications (RIAs). Founded in 2003, Backbase is headquartered in San Mateo, California and Amsterdam, The Netherlands. Backbase is privately held and services many Global 2000 clients and medium to large ISVs.

Marketing leader with 16 years of experience in B2B high tech industry in a regional and global capacity. Excellent track record in demand generation overachieving pipeline target (600% YoY growth) and marketing ROI (25x) in competitive markets. Responsible from strategy to execution and have led growing teams of marketing managers and executives. Adept in product marketing, digital marketing, direct marketing, content development, events management, channels marketing, marketing communications, PR and research, in addition to leads generation.Key driver for my success in delivering business goals is the ability to derive actionable insights through data analysis and to drive preference through constant engagement and experimentation with customers. Strong ownership to continuously assess and improve current campaigns, at the same time, design refreshing and innovative campaigns to effectively grow the business narrowing gaps and leveraging on opportunities. Collaborates successfully with internal core teams to grow in unison, builds good relationships with vendors to effect strong performing online and offline campaigns and with customers to derive insights and on board them as advocates. Possessing good business acumen and am hands-on in go-to-market management, I see myself as a self starter and a resourceful team player who brings boldness and creativity to help startups and enterprises succeed.