Global Head of Partnerships and Marketing,
She Loves Data
Patricia Mulles is an independent consultant and entrepreneur, with expertise in data-driven marketing, content marketing and digital transformation. She has over 18 years of international experience managing technology start-ups and marketing teams for global brands such as Samsung, CBS Interactive, IBM, and the Asian Development Bank, among others. Patricia also serves as the Head of Global Partnerships for SheLovesData, where she oversees alliances with corporate and institutional sponsors, as well as C-Level events and communications. She graduated from the Ateneo de Manila with a Bachelor of Science in Legal Management, and started her career as a journalist and TV producer, before moving on to marketing technologies, where she learned on the job about broadcast and Internet technologies, systems integration, information architecture and data mining. She would eventually lead a team of technologists and engineers to success, as CEO of Cross Media Integration, a pioneering consultancy for convergence technologies, which built information systems and digital libraries for the Asian Development Bank and various telecommunications companies. Patricia also holds a Professional Certificate in Data Analytics and Insights (including Artificial Intelligence and Machine Learning) from the Massachusetts Institute of Technology. As Head of Customer Acquisitions and Loyalty at Samsung Asia Pacific's Content and Services group, Patricia led teams that created award-winning integrated D2C campaigns and developed apps and platforms that helped retain customers within Samsung's device ecosystem. While there, Patricia also pioneered digital transformation projects such as: a unified customer data platform, 360' customer experience optimisation, and the design of martech stacks and dashboards primed for actionable insights. At CBS Interactive's CNET Direct, Patricia headed International B2B lead generation campaigns for IBM, Oracle and Cisco, among others, as well as co-designed the division's customer profiling system and databases. Patricia also co-founded and managed ThumbMOB, a mobile and social games company that was nominated by Red Herring in 2011 to their 'Top 100 Companies in Asia' list. Her love of mentoring and educating children led her to co-found It Takes An Island, which organised hackathons and other experience-driven, STREAM-learning activities for pre-teens and teens. Frequently sought for her expertise in data-driven content marketing, Patricia has been featured in Forbes Asia, Business World, etc, and is often invited to speak at marketing conferences. She was recently honoured by CMOAsia as one of 'Asia's Top Women Leaders' (August 2019).