CRN 2018 Women of the Channel Details

Alana Shing

Senior Manager of US Channel Marketing, Kensington

Location: San Mateo, CA


Number of years in current position: 1

Number of years involved with indirect sales: 9

Fun Facts:

Has worked for a solution provider organization
Has a mentor
Is a mentor
Loves Instagram
Is an extrovert
Can ride a horse

Biography and Background:
Growing up in San Francisco's East Bay with Silicon Valley in my backyard, I developed an interest in tech early on. In 2008 I graduated Magna cum Laude from Loyola Marymount University. I started my career in consumer tech as an Account Manager at ASUS, a large Taiwan-based computer company. In less than 3 years I was promoted to Sales Manager. I managed a number of accounts there, including Amazon, TigerDirect,, and QVC Home Shopping Network. My notable achieves at ASUS include serving as guest host presenting ASUS products to QVC's home viewers and winning two Awards of Excellence for my successes. I joined Belkin International in 2012 to manage their OEM and Service Provider Business Development team. The OEM business was heavily channel-based, as the large accounts like HP and Dell, purchased through the channel. While there, I won a Certificate of Excellence Award for my 2013 performance. In 2015 I joined Kensington as a National Account Manager dedicated to the E-commerce channel, and in 2017 I moved into my current role as Senior Manager of US Channel Marketing. Today I live in East Bay Area with my husband Chris, and our 1 year old son CJ.

How have you personally helped advance your company's channel business over the past year?
Beginning my US Channel Marketing Manager role, I had a couple of high- level goals for 2017. I wanted to increase our communications to our channel partners, empower them with better selling tools to sell new industry technologies and Kensington products, and improve our authorized reseller program and onboarding process. During my first year, I'm happy to say we made progress on all three of my initiatives. To improve communications, we started a quarterly email newsletter and webinar for our channel partners and distributed email announcements for all new products. We built out selling tools like our selling guide, battle cards, and attach postcards. And we refined our Authorized Reseller program benefits, sign-up experience, and collateral. All of which helped contribute to our USA growth in 2017.

What are your goals for your company's channel business over the next year?
In the coming year, I plan to focus on building out initiatives to generate leads for our channel partners. I also plan to increase our communication to channel partners further, by utilizing email to deliver selling tools and resources. Lastly, I plan to focus my team on building relationship with their fellow marketers at key accounts.

What honors, awards, or commendations have you won over the past year?
I have won two awards in the last year. The first was a sales growth award, given to me by our Vice President of Sales, Matt Dargis, for YoY sales growth. The second was for the best bi-annual business review presentation, also given to me by our Vice President of Sales, Matt Dargis.

Outside of your family, please name a woman you admire and why:
I admire Malala Yousafzai. The courage, intelligence and heart she has at such a young age, absolutely amazes me. She's also the youngest winner of a Nobel Prize laureate ever.

What advice would you give your 16-year-old self?
Be confident and take risks. You miss every shot you don't take.

If you could master any new job-related skill, what would it be and why?
Graphic design would be helpful in my new role. Knowing the in's and out's would help me put together project requirements and recommendations for the graphic design teams I work with.

What's the best book you read this past year and why did you like it?
The Checklist Manifesto by Atul Gawande. It helped me gain perspective on managing complexity by using the simplest tool: the checklist. I highly recommend it and now use checklists everyday for everything. This strategy has greatly helped me stay organized and able to execute on my plans and goals.

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