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Bob Yelland

UKI BigData Marketing Manager @ IBM United Kingdom Ltd

Blockchain Marketing for IBM: Redefining digital transactions

Lower Froyle, Hampshire, United Kingdom

Ranked #1,253 out of 25,060 for UKI BigData Marketing Manager in United States

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Bob Yelland's Email Addresses & Phone Numbers

Bob Yelland's Work Experience

IBM United Kingdom Ltd

UKI BigData Marketing Manager

January 2014 to Present

IBM United Kingdom Ltd

UKI WebSphere Marketing Manager

September 2011 to January 2014

IBM United Kingdom Ltd

UKI Channels Marketing Manager

January 2007 to September 2011

Bob Yelland's Education

Chartered Institute of Marketing

Diploma Marketing

1996 to 1997

Chartered Institute of Marketing

Advanced Certificate Marketing

1994 to 1995

Oxford Brookes University

BSc (Hons) Mathematics and Computing

1983 to 1986

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About Bob Yelland's Current Company

IBM United Kingdom Ltd

Responsible for marketing and demand generation for the Information Management portfolio of products (InfoSphere). This encompasses data management, database and data warehouses through to information integration and governance, MDM and PureData. Leadership of UK team managing events, telemarketing, digital and social strategy.

Frequently Asked Questions about Bob Yelland

What company does Bob Yelland work for?

Bob Yelland works for IBM United Kingdom Ltd

What is Bob Yelland's role at IBM United Kingdom Ltd?

Bob Yelland is UKI BigData Marketing Manager

What is Bob Yelland's personal email address?

Bob Yelland's personal email address is b****[email protected]

What is Bob Yelland's business email address?

Bob Yelland's business email address is b****[email protected]

What is Bob Yelland's Phone Number?

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What industry does Bob Yelland work in?

Bob Yelland works in the Information Technology and Services industry.

Who are Bob Yelland's colleagues?

Bob Yelland's colleagues are Kam U, Frank Chan, James Cordova, Jonathan Ralph, Theodora Cheng, Mike Moran, Rohit Parthasarathy, Ricardo Barrosa, Xinli Wang, and Manjula Y.

About Bob Yelland

📖 Summary

Big Data is set to revolutionise the way companies market to their clients and differentiate themselves in the market. The challenge is to unleash that insight trapped within corporate data and use it to enhance transactions in real-time. Analytics on historical transactional data is essential, but true competitive edge comes from seizing opportunities in the moment and identifying nuggets of gold within unstructured data. Follow me on twitter @BobYelland where I point to sources of information that demonstrate how marketing can take full advantage of big data and the companies that are succeeding.UKI BigData Marketing Manager @ Responsible for marketing and demand generation for the Information Management portfolio of products (InfoSphere). This encompasses data management, database and data warehouses through to information integration and governance, MDM and PureData. Leadership of UK team managing events, telemarketing, digital and social strategy. From January 2014 to Present (2 years) UKI WebSphere Marketing Manager @ Responsible for demand generating activities for WebSphere portfolio of products covering cloud integration, mobile (app dev, device management, security and integration), business process management, decision management, api management, soa and messaging. Supporting and enabling the business partner channel, working with user groups, integrating digital media with telephone sales teams. Ensuring strong pipeline of opportunities for sales channel to follow-up. From September 2011 to January 2014 (2 years 5 months) UKI Channels Marketing Manager @ Responsible for creating and co-ordinating the marketing strategy for IBMs Business Partners in the UK; through an understanding of the wider UK and Ireland Business Partner universe, and how the IBM Business Partner portfolio relates to this. Performing analyses to identify opportunities, gaps, coverage and capacity issues to deliver effective “routes to market” plans. Enabling Business Partners to be aligned to IBM strategic initiatives, particularly Smarter Planet, Cloud and Business Analytics. Creating and delivering a comprehensive comarketing system to prioritise and measure comarketing projects in support of demand generation targets. Supporting Business Partners in their marketing planning and effective use of funds to ensure e/r targets are achieved. Implementing a pipeline management system to improve visibility of channel revenue and aid forecasting. Supporting communications to Business Partner (web, events, social media, webcasts etc) and co-ordinating messages and media across the extended IBM teams. From January 2007 to September 2011 (4 years 9 months) Marketing Manager @ Responsible for growing IBM indirect sales revenue by providing marketing support to telecoverage client teams, telesales product teams and enabling B2B sales via eCatalogues through a combination of incentives, education, market intelligence, propensity modelling and demand generation campaigns to aid prospecting activity. Engaging with IBM brand and industry marketing teams to define routes-to-market strategies encompassing Face-to-face reps, Business Partners and indirect sales from opportunity identification to fulfilment. Distilling key product messages and propositions into a format suitable for indirect sales and then monitoring the execution. Enhancing the effectiveness of Web sites and deploying an eCoverage plan supported by eMail and Interest code acquisition. These marketing activities contributed over $900M of leads per annum, driven by nearly 100 discrete campaigns. Web OI exceeded targets of $200M. From January 2005 to January 2007 (2 years 1 month) EMEA Partner Marketing Manager for eServer and TotalStorage @ Responsible for Europe-wide marketing activities to grow server and storage revenue outside of traditional sales teams. Establishing marketing alliances, value propositions and structured marketing programs with Business Partners, Systems Integrators, Software vendors (ISVs) and SAP resellers. Achieved opportunity growth from Global SIs by +220% and +103% from Regional ISVs and SIs through optimal comarketing investment, deployment of fee program, exploitation of the ISV advantage agreement and building ecosystems with Business Partners. Over 850 Systems Integrators attended local server and storage events with over 1,600 signed up to receive regular eMail newsletters and 28,000 hits to eSites. Launched BP Comarketing, to increase BP “autonomous” revenue which achieved a 2.2% e/r, and “Know Your IBM”, a program to deliver education to smaller resellers, which enrolled 3200 participants who took over 8000 education modules. From April 2003 to December 2004 (1 year 9 months) EMEA System i Marketing Manager @ Manager of EMEA Marketing team comprising six professionals providing direction to 22 regionally-based marketing contacts, 17 telemarketing representatives and supported by a team of 23 MarCom specialists. Accountable to EMEA Sales VP and Worldwide VP of Marketing. Budget ownership of $16.7M, including salaries. EMEA mission to devise, create and execute communications and demand generation campaigns, within Corporate Guidelines, to meet revenue goals in excess of $1BN. Full ownership of lead pipeline driving 55% of sales revenue to all sales channels; Direct, Business Partners and Telesales/Web. This role encompasses the entire portfolio of comms activities from Press and Advertising through to Direct Mail, Web and Events including management of comarketing campaigns with resellers and joint marketing activities with ISVs. Significant accomplishments include; the establishment of a core set of ongoing marketing programmes to deliver cost-effective leads, rationalisation and focus of image-building activities, creation of CoMarketing and joint marketing initiatives and improved productivity of telecentre staff. This has led to an improved lead to revenue coverage rate of 60%. From January 2000 to March 2003 (3 years 3 months) Market Segment Manager, S/390 Business, IBM EMEA @ Team Leader responsible for designing and delivering EMEA-wide integrated marketing campaigns (budget $2M) to a product-market worth $250M, which contributed in excess of $120M of leads. Managing creative agencies such as Ogilvy & Mather, utilising a broad marketing communication mix consisting of direct mail, Web, flyers, posters, wallcharts, teleconferences, telemarketing, events, CD-ROMs and merchandising. Working closely with various sales channels and Worldwide product development in the creation and targetting of messages, promotions and product launches. From January 1998 to December 1999 (2 years) Product Marketing Manager, S/390 Business, IBM EMEA @ Responsible for the creation, launch and support of 12 new packaged products to stimulate S/390 sales across 17 countries within Europe, the Middle East and Africa contributing $55M in their first year. This required the management of a complex series of relationships from sales, service and technical support through to development, pricing and legal to customer satisfaction, contracts and delivery whilst acknowledging differences in country languages, cultures, taxation and legal requirements. From January 1996 to December 1997 (2 years) Product Marketing Manager, S/390 Business, IBM UK @ Responsible for the creation, launch and support of packaged products within the UK designed to increase cross-selling opportunities for maintenance, services and financing accompanying S/390 sales. As a result, 90% of sales into the target market increased their proportion of revenue significantly in these areas. From January 1994 to December 1995 (2 years) Project Manager, S/390 Business, IBM UK @ Project Manager from concept to implementation on a number of key initiatives designed to revitalise the S/390 business as a result of increased competitive activity and the economic recession. For example, COLUMBUS - a project to evaluate and pilot the feasibility of shared risk/reward contracts; OSCAR - an automated sales tracking system to improve forecasting, gain customer information and monitor competitive activity; DataCentre Survey - a new customer service to evaluate the financial benefits of an improved IT infrastructure; SWREPORT - an automated software health analyser to improve accuracy and productivity. In addition, I was closely involved in the rebranding and positioning of the mainframe into an enterprise server, the establishment of new sales channels and the introduction of formal marketing disciplines into S/390. From January 1992 to December 1993 (2 years) Competitive Marketing Consultant (SSSO), IBM UK @ Lead IT Consultant in a specialised group dedicated to understanding, anticipating and defending competitive sales situations across the whole of the UK. The group reported directly to senior IBM management, creating and approving special bids, forecasting revenue, analysing both wins and losses, educating sales teams and meeting customers in vulnerable situations. From January 1991 to December 1991 (1 year) Lead Systems Engineer, Finance Branch, IBM UK @ Team Leader of a small group of systems engineers dedicated to a large insurance company in the South of England. Key projects undertaken at this time include, the establishment of a remote disaster recovery centre, the merger of IT systems of a newly acquired company, and being one of the first UK sites to implement systems managed storage (DFSMS) across the entire mainframe data. From January 1990 to December 1990 (1 year) S/390 Specialist, Finance Branch, IBM UK @ Regional technical specialist for the S/390 product range for all financial institutions in the South of England, providing support to IBM sales and technical teams as well as direct customer contact at senior levels in key situations. Particularly involved in the launch of new products and competitive sales situations. From January 1987 to December 1989 (3 years) Account Systems Engineer, Finance Branch, IBM UK @ Jointly responsible for on-site pre- and post-sales technical support on the full range of IBM products to a leading financial institution in the South of England at all levels of customer management. From August 1986 to December 1986 (5 months) Diploma, Marketing @ Chartered Institute of Marketing From 1996 to 1997 Advanced Certificate, Marketing @ Chartered Institute of Marketing From 1994 to 1995 BSc (Hons), Mathematics and Computing @ Oxford Brookes University From 1983 to 1986 Diploma, Accountancy @ Oxford Brookes University From 1982 to 1983 Bob Yelland is skilled in: Marketing Strategy, B2B, Channel Marketing, Marketing Management, Product Marketing, Channel, People Management, Multi-channel Marketing, Management, Cloud Computing, Demand Generation, Integrated Marketing, Enterprise Software, Solution Selling, Direct Marketing

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In a nutshell

Bob Yelland's Personality Type

Extraversion (E), Intuition (N), Feeling (F), Judging (J)

Average Tenure

2 year(s), 1 month(s)

Bob Yelland's Willingness to Change Jobs



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