Wan Yen Tan
Senior Category & GTM Leader | Consumer Devices | SEA Growth | Partner Ecosystems | Portfolio & Lifecycle Strategy
Senior category management, GTM and product marketing leader with deep experience across Microsoft, Nokia, HP and technology/startup environments, spanning consumer devices, partner ecosystems, portfolio strategy, lifecycle management and business growth across Asia Pacific…
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markets. Brings proven impact in regional growth acceleration, partner-led GTM, premium device positioning, pricing, supply planning and launch execution across complex multi-country environments. Known for building repeatable growth systems, aligning sales, marketing, supply, finance and partner stakeholders, and using data to guide investment, pricing, forecast and portfolio decisions while delivering measurable business outcomes.
GTM Index
- MICROSOFTJOB
- Senior Category Mgr, Surfa…7Y 7M
Senior Category Manager, Surface, Southeast Asia | Microsoft Devices / WDS
Microsoft
• Created and led the Malaysia $10M Growth Plan, building a structured partner-led growth engine across distributor and retail partners that delivered approximately 50% YoY unit growth and 20% revenue growth through disciplined category strategy, partner commitment, investment alignment and cross-functional execution. • Designed and scaled a partner-led Star Retailer growth model from the ground up, aligning share-of-wallet expansion, commercial model design, account and marketing activation, student programs, Microsoft 365 bundling, financing and trade-in solutions; delivered approximately 20–70% unit growth and 10–20% revenue growth across priority partners. • Led successive Su…
- Head of GTM, Mobile Device…2Y 5M
Head of GTM, Mobile Device Sales
Microsoft
• Established the regional GTM function for APAC and China, focused on strategy, planning and new product launches. • Led a virtual team spanning 17 functions and 11 countries, collaborating across Operations, Finance, Sales and Channels, Product Development, Logistics, Marketing and Academy Training. • Designed and implemented self-correcting GTM processes and systems that aligned supply chain, marketing and channel readiness to drive launch excellence.
- TSC - THE STAKEHOLDER COMPANYJOB
- Project Mgr1Y 11M
Project Manager
TSC - The Stakeholder Company
• Led end-to-end B2B solution engagements for a stakeholder and issue intelligence startup, from enterprise client pitching and solution scoping to contract award, delivery, launch and post-launch adoption. • Managed cross-functional development teams to deliver customized stakeholder intelligence solutions for major corporate clients, including Coca Cola and Toyota, translating business requirements into usable client-facing platforms. • Drove post-launch training, client engagement and upsell opportunities, strengthening adoption and increasing annual revenue by 20%.
- NOKIAJOB
- Senior Business Mgr, Regio…2Y 9M
Senior Business Manager, Regional Business Planning, Revenue and Profitability
Nokia
• Led regional revenue, profitability and portfolio planning across 11 Asia Pacific markets, shaping market commitments, launch priorities, pricing decisions and investment allocation for executive leadership review. • Built market-entry timing and pricing models using competitor cycles, operator plans, consumer replacement patterns and seasonality; recommendations were supported by senior EVP.
- Portfolio Mgr3Y 5M
Portfolio Manager / Portfolio Analysis Manager
Nokia
• Managed two portfolio analysts and built a dynamic investment-prioritisation model for a 30+ product portfolio, balancing strategic value, financial return and market opportunity; recognised by regional and global leadership. • Synthesized competitive movement, customer requirements, consumer behaviour and demand trends across one third of Nokia’s global market coverage into portfolio roadmap and investment recommendations.
- PMM & Product Requirements…5Y 3M
Product Marketing & Product Requirements Leadership
Nokia
• Led cross-functional readiness and launched seven high-volume products across approximately a dozen Asian markets; supported regional deployment of a new demand and supply planning system. • Built requirements and prioritisation systems adopted globally and developed a US$50M business case for Indian language capability; influenced roadmaps on touch screen, dual SIM and fold form factors.
- HPJOB
- Human Factors Eng (Ergonom…5Y
Human Factors Engineer (Ergonomics & User Interface)
HP
• Built depth in user-centered product development, ergonomics and user interface requirements within a global R&D environment. • Developed durable strengths in customer insight and product usability, structured problem solving and translating user needs into product requirements.
- Job: Microsoft — Senior Category Manager, Surface, Southeast Asia | Microsoft Devices / WDS · 2019-03 – present · 7y 5mo — • Created and led the Malaysia $10M Growth Plan, building a structured partner-led growth engine across distributor and retail partners that delivered approximately 50% YoY unit growth and 20% revenue growth through disciplined category strategy, partner commitment, investment alignment and cross-functional execution. • Designed and scaled a partner-led Star Retailer growth model from the ground up, aligning share-of-wallet expansion, commercial model design, account and marketing activation, student programs, Microsoft 365 bundling, financing and trade-in solutions; delivered approximately 20–70% unit growth and 10–20% revenue growth across priority partners. • Led successive Su…
- Job: TSC - The Stakeholder Company — Project Manager · 2017-03 – 2019-02 · 1y 11mo — • Led end-to-end B2B solution engagements for a stakeholder and issue intelligence startup, from enterprise client pitching and solution scoping to contract award, delivery, launch and post-launch adoption. • Managed cross-functional development teams to deliver customized stakeholder intelligence solutions for major corporate clients, including Coca Cola and Toyota, translating business requirements into usable client-facing platforms. • Drove post-launch training, client engagement and upsell opportunities, strengthening adoption and increasing annual revenue by 20%.
- Job: Microsoft — Head of GTM, Mobile Device Sales (Head of GTM Engineering) · 2014-07 – 2016-12 · 2y 5mo — • Established the regional GTM function for APAC and China, focused on strategy, planning and new product launches. • Led a virtual team spanning 17 functions and 11 countries, collaborating across Operations, Finance, Sales and Channels, Product Development, Logistics, Marketing and Academy Training. • Designed and implemented self-correcting GTM processes and systems that aligned supply chain, marketing and channel readiness to drive launch excellence.
- Job: Nokia — Senior Business Manager, Regional Business Planning, Revenue and Profitability · 2011-06 – 2014-03 · 2y 9mo — • Led regional revenue, profitability and portfolio planning across 11 Asia Pacific markets, shaping market commitments, launch priorities, pricing decisions and investment allocation for executive leadership review. • Built market-entry timing and pricing models using competitor cycles, operator plans, consumer replacement patterns and seasonality; recommendations were supported by senior EVP.
- Job: Nokia — Portfolio Manager / Portfolio Analysis Manager · 2008-01 – 2011-06 · 3y 5mo — • Managed two portfolio analysts and built a dynamic investment-prioritisation model for a 30+ product portfolio, balancing strategic value, financial return and market opportunity; recognised by regional and global leadership. • Synthesized competitive movement, customer requirements, consumer behaviour and demand trends across one third of Nokia’s global market coverage into portfolio roadmap and investment recommendations.
- Job: Nokia — Product Marketing & Product Requirements Leadership · 2002-09 – 2007-12 · 5y 3mo — • Led cross-functional readiness and launched seven high-volume products across approximately a dozen Asian markets; supported regional deployment of a new demand and supply planning system. • Built requirements and prioritisation systems adopted globally and developed a US$50M business case for Indian language capability; influenced roadmaps on touch screen, dual SIM and fold form factors.
- Job: HP — Human Factors Engineer (Ergonomics & User Interface) · 1997-07 – 2002-07 · 5y — • Built depth in user-centered product development, ergonomics and user interface requirements within a global R&D environment. • Developed durable strengths in customer insight and product usability, structured problem solving and translating user needs into product requirements.
- School: Nanyang Technological University — Master of Science, Human Factors Engineering
- School: Nanyang Technological University — Bachelor of Applied Science, Computer Engineering
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