Career Progression

1. Where we focus our energy

Sr Marketing Exec

Comptetency

Marketing Manager

Natasha's 360 - Feb 2015

Customer Focus

Business Delevery

Development Focus

2. What drives and energises us

Sr Marketing Exec

Comptetency

Marketing Manager

Natasha's 360 - Feb 2015

Professional expertise

Innovation & Creativity

Teamwork & Collaboration

Self-insight & Resilience

3. The critical skills that enable us

Sr Marketing Exec

Comptetency

Marketing Manager

Natasha's 360 - Feb 2015

Analysis & Decision Making

Commercial Focus

Positive Impact & Influence

Leadership

Change Focus

Totals

29

35

Page 1 of 13

43

1. Where we focus our energy

Competency

Natasha's performance against this competency

Development
Focus

Shares her knowledge to others and help them

develop their own marketing skills. She started
having a direct report in June 2014 and have
shown that she is capable of juggling marketing
execution and managing someone.

Business
Delivery

She knows how to translate ideas to actionable

tasks. Natasha is able to lead process
improvements.
Agile and flexible - able to adjust and support
changes as they come along.

Understands the importance of positioning the

solutions to customers. Uses the relevant internal
Customer Focus
resources to get what is needed to enage the target
audience.

Example
Natasha coached Sonia Sebastian (a junior marketer)
and had great influence on Sonia's progress as a
marketer, including her confidence level. She had set a
skills devlopment plan for Sonia as continuous
nurturing of talent and improvement of theSonia's
overall contribution to the business.
Natasha is also supportive of other marketers, giving
them tips/ideas for their marketing plans.

One example to show how Natasha can drive in making

things happen is when she stepped-up and place some
direction and process in migrating the Carbon pages to
icis.com Though she only holds the China aspect of the
Carbon proposition, she initiated a deliverables
guideline/process to make it more efficient for the team
members involved and meet the dealines
communicated to the stakeholders.

Natasha tailor her communications to match the

proposition with the customer's needs. In addition, she
also considers what tools are needed to help Sales
engage/convert our prospects to business - with the
appropriate messaging in place.

Feedback
Natasha provides room for flexibility and autonomy, which
really motivates me to perform well on the task. When I
experience potential blockers, she guides me through the
process, instead of telling me the answers/doing the task for
me. This greatly helps me to learn to overcome these barriers
by using this systematic process of thinking through the steps
and also better understand why things are done a certain way.
Feedback from Sonia Sebastian
Natasha is good at her role. She is always willing to share her
knowledge and support colleagues when they
need help. Feedback from 360
I thought Id forward this great example (pertaining to
Natasha's Carbon initiative) of Natashas organisational
capabilities! Im sure that with the added structure and clarity
she brings to the project scheduling it will get finished before
Christmas. Email feedback, Kirsty Fleck.
Agree a great example. Even Tom Hazeldine would be happy
with this! Email feedback from Bridget Kendrick.
Natasha is great at documenting processes and procedures
and assisting others. Feedback from 360
Natasha shows good understanding of the markets major
developments and hot topics impact on target international
customer problems (such as Chinas coal to MEG) and how it
creates opportunities and threats to different international
market stakeholders. Charmaine Chew feedback
Natasha produced sales tools to help communicate the key
value propositions and defined positioning of the China EL
products clearly, with concise snapshots that showcase the
content highlights. Both the global and China overseas sales
teams have given positive feedback on the usefulness of sales
tools when they introduce the products to target customers.
Charmaine Chew feedback
Natasha produces high quality marketing copy that reflects the
carbon product messaging Feedback from 360

2. What drives and energises us

Competency

Natasha's performance against this

competency

Professional
Expertise

Consistently showcases her excellent

marketing technical skills. She also actively
encourages/enables others to extend their
skills and knowledge in their professional area.

Teamwork &
Collaboration

Works well across all functions and able to get

their support when needed. Within Marketing,
she's an excellent team player - always willing
to support the wider team goals as well as
shares her technical knowledge to other
members of the team when there is a need.

Innovation &
Creativity

She is receptive to new ideas/plans and able to

implement them efficiently. Significant
improvement on her initiating creative ideas
were also seen this year.

Self-insight &
Resilience

Very adaptable to changing situations and

makes an effort to make things work, even in
the face of challenging circumstances.
Acknowledges constructive feedback - doesn't
take a defensive approach.

Example
Apart from coaching effectively Sonia, Natasha has been the go-toperson when other members of the team would like to seek advice
or help in marketing execution. She also ensures that she teaches
colleagues to a level that they can be self-sufficent in the future.

Natasha has been more involved in cross-functional strategic

groups - with noticeable visibility in China products. She can
independently represent Marketing in the meetings and have a
good judgement on what are sensible/logical marketing activities to
do - keeping the focus on the key goals. She also gained the
respect of other functions and they are willing to support her
initiatives.
Within Marketing, she has proven herself many times that she can
step-in to support activities (wether within or not within her remit)
that can benefit the wider business. A recent example is the global
campaign she had driven to take advantage of the crude oil price
volatility.

At the start of the year, Natasha repurposed the outlook articles

produced into a downloadable magazine covering the overall
Asian chemicals market and linking it back to the propositions of
our current products/services. The creative idea was so well
received internally (by various functions) and externally.
The Editorial team was so impressed/happy as they have seen their
hardwork gone an extra mile... and it really did actually! We've seen
excellent engagement from our clients/prospects - from
complimentary messages on how professional and valuable is the
material, up to new business orders from the leads generated. The
initiative was also rolled-out/replicated to other regions.

Natasha accepted changes within the marketing team's structure

positively - even if it means her learning new things (like China
Energy and Carbon products) or accepting new challenges outside
her comfort zone (taking over H1 related products for Singapore).
She focuses her energy on how she is able to deliver against the
new responsibilities she takes on - starting from proactively
reaching out to various stakeholders, thinking of next steps to
progress and understanding the ins/outs of the business.

Feedback
I find Nastasha very approachable, as the longest ICIS
marketer here she has a fountain of knowledge! Natasha is
very good presenting her knowledge, as result Natasha has
helped me with using internal programmes and work more
independently. Feedback from Tara Sabanandan
Natasha is very creative in terms of her technical marketing
skills. In terms of imparting this skill unto others, she uses
very visual concepts such as drawing out visual imagery/mind
maps to help us to both understand and grasp the
skills/systems better. She also explores and maximises her
technical/web skills to her full potential by creating new
material/videos that is beyond our usual capabilities. This has
also greatly helped in saving cost of investing in a designer to
execute. Feedback from Sonia
I always know that I can trust Natashas judgement, and have
often sense checked as and where needed with Natasha
ensuring things are conveyed back to relevant team members.
360 Feedback
She is proactive and involved in collaborations w/ the UK and
China teams, takes the lead on projects and executing them in
a systematic and timely order. 360 Feedback
Natasha has shown her professional capacity to work well
with China PD and sales champions by understanding the
different stakeholders perspectives, and has sustained
regular/monthly, two-way communications on pre-launch,
preparation progress, launch timelines and post-launch
outcomes with China PD and sales teams to improve launch
outcomes. Feedback from Charmain Chew

This initiative is good and we get more mileage from the

outlook pieces as well. Feedback from Soo Hwee (Managing
Editor for Asia and Middle East)
Consulting Asia is glad to be part of this initiative. Feedback
from EeFoong (ICIS Consulting, VP for Asia)
"Thank you for making the casual recorded conversation I had
with Natasha into a podcast! I was just telling Soo Hwee and
Steve in an earlier meeting about how we were working
together on marketing the new Group II ex-tank quotes. I am
definitely looking forward to working closely with you guys to
bring our products to greater heights." Email from Jasmine
Khoo (Markets Editor) on another creative idea Natasha
initated recently.
"Excellent job guys I love it." Email from Steve Tan on the
Base Oils initative above.

As Natasha's line manager, I thought my testimonial will count

a lot as I'm the one who actually seee this flexibility and agility
from Natasha. Changes in work structures/ arrangements are
most of the time not easy to manage, but Natasha have shown
positivity whenever we are introducing changes. She tries to
understand the greater benefit for the business and thinks on
how we can make things happen. She doesn't really show
resisitance due to additional work/responsibilities. Feedback
from Jeniffer Sy

2. The Critical Skills that Enable Us

Competency

Natasha's performance against this competency

Positive
Impact &
Influence

Very good in building rapport within the team and

other people she works with.

Leadership

Regularly shares results with the people she

works with. She specifies areas that needs to be
supported by others, what is needed, clearly
indicating timelines; she also proactively tracks
the progress of activities to achieve deliverables.

Change
Focus

Ability to adjust to changes and clearly

communicate the impact to people she works
with. She exerts effort to understand various
facets brought about by the changes and identify
ways to make things work.

Analysis &
Decision
Making

Familiar with the various information/data

available that can help in measuring the results
of her work. Would make an effort to find out
what could be a good basis for measuring or
analysing results. She base her decisions on
previous results.

Commercial
Focus

Have appreciation of the impact of her actions to

business revenue. Proactive in capitalising on
opportunities.

Example
This year, Natasha became more involved in our events
participation and strategic partnerships, where she also had to
work closely with other functions to deliver content that can
help us gain better value from these activities. Natasha
manages these relationships very well and gained content
support when needed.

Natasha gives very clear direction to the people she works

with (Marketing or non-Marketing functions) on what are
things needed for the project execution. This is clearly visible
on how she drives the multiple products launched out from
the China office, where she sets the global marketing plan.

As mentioned earlier, Natasha have shown felxibility and have

adapted well to the various changes implemented in the
marketing team - not only this year, but even in previous years.
She takes on challenges and new responisibilites with
positive attitude; plus exert effort on making it work for her
and her stakeholders.

Natasha refers to the various analytics systems/reports to

inform her next steps - this is in general. When formulating the
China marketing strategy this year, she took time to
understand who really are going to be the buyers of the
reports and based her approach on data from past results,
prospects behaviour/activities and commercial insights.

The crude oil price drop and developments from OPEC had a
huge impact on the petchem industry. Natasha stepped-up and
was very efficient in driving global campaigns to help ICIS
captilise in this opportunity. Some activities were even turned
around in just 1 day.

Feedback
Natasha works well to promote marketing initiatives in the Middle East.
This includes signposting new events and conferences and arranging
relevant media partnerships. She is also sensitive to the workings and
peculiarities of the region and the needs of our subscribers. Natasha
works with me to produce new content specific to the region (e.g. for
Kuwait and Oman) as well as a webinar due to be produced in July.
Feedback from Fadhil (Middle East Editor).
Natasha has been a good mentor and shares the most efficient and
systematic way of doing things so that I am able to productively
complete my tasks, giving very clear and specific direction when
delegating projects to me. She also continues to inspire me to approach
things differently and think out of the box instead of always doing things
the same way. Feedback from Sonia Sebastian.
Natasha shares campaign outcomes monthly with PD and China sales
teams and would identify gaps in campaign outcomes. She will also
evaluate follow-up campaigns, such as China coal to MEG which
achieved conversions in follow-up campaigns. Feedback from
Charmaine Chew
She drives the initiatives she's responsible for without me needing to
chase her too much or give detailed guidance. I have complete trust in
Natasha's ability to get stuff done and I only need to ask/explain once! 360 feedback when Natasha took on the China Carbon portfolio
Make use of her good organizational skills and analytical thinking to
understand, challenge and consistently improve process, efficiency,
cutting waste and ensuring clarity between team members. Feedback
from 360.

When leads outcomes for new product campaigns are below

performance, Natasha will initiate follow-up actions to
help improve leads outcome performance. Her highly constructive
approach to problems are strongly appreciated. Feedback from 360
Im really impressed, I like the fact that youve looked at Key Accounts
and focussing on existing customers/accounts having learnt from
results to date. Bridget's feedback on Natasha's China Marketing
Strategy
Natasha is extremely prompt and has an excellent eye for marketing
opportunities for the company. When news about the OPEC decision
broke in November, I was deeply impressed at how she quickly turned
around and produced a dedicated website within hours. This was wellreceived by our regional contacts, who liked how on the ball we wer.
Feedback from Fadhil