CRN 2017 Women of the Channel Details

Nicki Dewhurst

Marketing Director, Asia Pacific and Japan, Sophos

Location: Sydney, NSW, Australia


Number of years in current position: 3

Number of years involved with indirect sales: 24

Twitter Handle: @N/A

Fun Facts:

Has a female boss
Enjoys public speaking
Has worked for a solution provider organization
Has a mentor
Loves Spotify
Has a personal mantra
Can ride a motorcycle
Had a lemonade stand
Always wanted to be an Olympian

Biography and Background:
Nicki Dewhurst has been the marketing director at Sophos in the Asia Pacific region for the last three years. In this role, Nicki leads marketing, PR, demand generation and channel program development in six countries to expand Sophos' sales growth across the region. An experienced marketing leader, Nicki built a comprehensive team from scratch to implement and manage these channel support activities. Nicki's career in IT, technology and with telcos is expansive and spans more 20 years. Most recently, as Marketing Programs Director, APAC, she created and lead the response team at Citrix for four years, building that team also from the ground up and recruiting talent from nine different cultural backgrounds in the region. She has also worked at Cisco, Optus, Cannon and Micro Sales, one of the largest system integrators in Australia at the time. Nicki is based in Sydney, Australia but travels across the Asia Pacific and Japan (APJ) region regularly.

How have you personally helped advance your company's channel business over the past year?
I have personally developed and grown the APJ Sophos Demand Gen Engine. This includes an "Always On" approach to digital marketing and-multi-touch lead generation that involves a highly skilled and trained team of sales development representatives who qualify each and every lead. They then work with our channel team to pass these leads efficiently over to channel partners to close the deals. This past year we have passed close to 25,000 fully qualified sales leads directly to our partners. These have a close rate of 24 percent, so we're really adding value to our partners' business (and ours). On top of this, we have created and executed strong campaigns that help our partners get their customers educated and aware of the different types of cyber threats that exist today. This includes an integrated campaign on ransomware that has a specific webinar education series for partners, along with an end user educational series. Additionally, I developed a campaign called "Spot the Phish," which our partners in India, Australia and Singapore valued for helping them explain phishing threats to their customers. They were able to share this campaign with their customers and drive solid leads for Sophos' next generation endpoint security products.

What are your goals for your company's channel business over the next year?
This year, we are building enablement programs and campaigns that are accessible to all our partners across this huge, diverse and complex region of Asia Pacific and Japan. By creating accessible enablement programs, we'll be aiding our partners to grow their business and their profitability. As a 100 percent channel first company, the more success our partners have, the more we achieve our targets and objectives. My team is also helping our partners develop efficient, easy to execute, lead generation engines to feed their sales teams and free the business leaders up to focus on what they do best.

What honors, awards or commendations have you won over the past year?
Most recently, our Spot the Phish digital campaign has been shortlisted (winners yet to be announced) in the Asia Pacific Communications Excellence Awards. I was also nominated by my peers for the Australian Reseller News Women in IT Shining Star Award in 2016.

Outside of your family, please name a woman you admire and why:
Mia Freedman, Founder and Creative Director of Mamamia Women's Network. She started a blog in 2007 and has grown an incredible, modern digital women's media company. She is talented, made her own success, and is funny, real and irreverent. Mia seems to have an incredible stamina and is able to make her family life and her career rich and rewarding for not just her, but for all of those around her at both work and at home. This is the true measure of success to me and what I try to emulate.

What advice would you give to young women who want to begin careers in technology?
Be a woman, don't change to try and fit in. Just go for it! The rewards are there for you and it's a truly exciting industry to be a part of.

If you could be any movie character for one day in real life, who would you be and why?
Lara Croft I've always wanted to be a stuntwoman with super special combat power!

If you could travel to a city you've never been to before, all expenses paid, where would you go and why?
New York City - to just absorb and tap into the energy there. I would love to grab a coffee and people watch, and also experience the sights, sounds and smells of arguably the most exciting and fast paced city in the world.

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