1. MATTHEW WRAY
Tel +44 7482 697459 E-mail: mwray1968@yahoo.co.uk
• Senior international marketing and communications leader with a results-driven approach and a dual focus
on delivering enhanced brand awareness and tangible business results during radical growth and
downsizing.
• Extensive experience in designing and delivering digital and face to face marketing and corporate
communications strategies covering the UK, EMEA and Asia Pacific regions with many years spent working
overseas in Europe and Asia for North American multinational technology solutions and services companies.
• Acknowledged leadership expertise across all marketing and communications functions, including digital
demand generation, acquisition, sales enablement, branding and advertising, partner marketing, event and
exhibition marketing, digital and web-based campaign management, telemarketing, analytics and
automation, PR and analyst relations, internal, customer and partner communications and social media.
KEY AREAS OF EXPERTISE
Corporate Communications
Track record of successfully delivering volume and value results to effectively keep companies ‘ahead of the game’ despite
constant reductions in available budgets and resources. Quickly and clearly identifies the most influential and relevant media
outlets whether traditional, digital or social and forges appropriate relationships with opinion leaders. Extensive internal
communications success in delivering enhanced employee engagement – especially during periods of volatile trading.
Strategic Marketing
Creates and drives integrated programmes that consistently exceed ROI goals with demonstrable revenue outcomes.
Leverages all aspects of the marketing mix across traditional, digital and social platforms to deliver consistent and compelling
content, segmentation aligned to business goals, and an effective narrative that moves customers along the buyer’s journey.
Relationship Management
Builds and enhances effective internal and external relationships at all levels to achieve business goals. Leads teams and
broader influencer networks to deliver against targets with fewer direct resources. Works effectively in a matrix
environment, establishing global virtual teams and using influence and gravitas to gain buy-in and deliver exceptional results.
EXECUTIVE SUMMARY
Avaya, Hong Kong DIRECTOR, Corporate Communications, Asia Pacific (2014-2015) 2009-2015
DIRECTOR, Marketing & Communications, Global Growth Markets (2013-2014)
DIRECTOR, Marketing & Communications, Asia Pacific (2011-2013)
LEADER, Corporate Communications, Asia Pacific (2009-2011)
Nortel, Hong Kong DIRECTOR, Corporate Marketing & Communications, Asia 2006-2009
Nortel, Châteaufort, SENIOR MANAGER, Strategic Marketing, Wireless/Carrier Networks (2003-2005) 1998-2005
France SENIOR MANAGER, Event Marketing EMEA (2001-2003)
MARKETING COMMUNICATIONS MANAGER/SENIOR MANAGER, EMEA (1998-2001)
Vision in Business Ltd CONFERENCE DIRECTOR/MARKETING MANAGER/HEAD OF CUSTOMER SERVICES 1995-1998
British Gas plc RETAIL/CONSUMER MARKETING/B2B MARKETING 1990-1995
PROFESSIONAL AND ACADEMIC QUALIFICATIONS
Diploma in Marketing Chartered Institute of Marketing 1992
BA (Hons) French 2i University of London 1990
LANGUAGES
Fluency in English and French; Conversational German
PERSONAL
Passionate supporter of Manchester City Football Club; coach and Club Secretary of local girls’ football team and coach
of girls’ rugby team in Hong Kong; enjoy travel and cultural diversity.

2. CAREER DETAIL
Avaya, Hong Kong 2009 - 2015
DIRECTOR, Corporate Communications, Asia Pacific (2014-2015)
Responsible for leading all internal and external communications functions across Asia Pacific.
 Drove increased traditional, social and digital media coverage against reduced budget and headcount in 18 APAC
countries (budget reduced 45% over 4 years; headcount reduced from 6 to 1; volume of coverage remained
constant and business media % of total increased from 10% to 32%)
 Leveraged new digital and social channels to reinvigorate internal communications programmes and launched new
company narrative to 2000+ employees in 18 countries across APAC
 Consolidated sales and partner communications activities and enablement programme
 Directed the global media campaign to capitalise on the Sochi Olympics which delivered:
- 186 unique news stories and 439 total stories in 9 week period (excluding press release postings)
- Highlights include unique stories in key business, mainline and financial media: Forbes, BBC, Bloomberg TV,
Associated Press TV, CNN, Economist Lean Back, The Guardian, The Huffington Post, Financial Times, Ottawa
Citizen, CTV and TheStreet.com
- 132M in media impressions globally and 93% of the stories have included at least one targeted key Avaya
message.
 Delivered enhanced business coverage and integrated social media with decreased budget
 Achieved coverage in 80% of top 30 digital and traditional media targets in 2015
 India CEO visit achieved articles in 3 of the top 5 national and business dailies
 During tenure at Avaya delivered 200+ weekly executive updates, 50+ physical and virtual All Hands sessions, 30+
local employee events, 50+ sales and partner training sessions, 3x all employee surveys, 5x employee competitions
and worked with HR and employee council teams and coached country leaders to deliver local engagement content
 Secured 12x regional analyst awards in 2014 and 8x in 2015, including first ever regional video award
 Positioned the company in leaders’ quadrant in inaugural IDC Market Scape report
DIRECTOR, Marketing & Communications, Global Growth Markets/ International Markets (2013-2014)
Responsible for driving a targeted marketing, media and analyst relations programme for new Global Growth Markets
region (including China, India, Russia, Middle East and Africa). Took on a 6-month role to lead communications for all
markets outside the Americas.
 Over-achieved all digital demand generation goals for Growth Markets function
 Drove communications / marketing interlock for better goal alignment and brand perception
 Increased impactful, relevant media coverage and social engagement in all regions – especially through global
leadership of Sochi Olympic communications programme
 Delivered 10x ROI on awareness, demand generation, digital marketing and customer event programmes
DIRECTOR, Marketing & Communications, Asia Pacific (2011-2013)
Responsible for driving a region-wide marketing, media and analyst relations and internal / external communications
team in planning and driving brand awareness initiatives, events, digital demand generation, sales enablement and all
facets of traditional, online and social media communications to support APAC business goals.
 Created single marketing and communications team to deliver end-to-end customer-focused programme aligned to
global, regional and local goals and sales targets
 Enhanced business-focused media coverage in line with customer-centric solutions approach
 Delivered 10x ROI on awareness, digital demand generation and customer event programmes
 Achieved 100% of media coverage target with 80% of budget spend
 Drove exponential use of video to encourage 2-way communications and increased stakeholder engagement
with 30% increase in average participation rates
LEADER, Corporate Communications, Asia Pacific (2009-2011)
Responsible for devising and directing an APAC communications strategy / team to deliver superior communications
for executive leadership, business units and country leadership across the communications mix.
 Managed high-performance internal / external communications in support of global goals
 Delivered positive media coverage around APAC growth, solutions and channel ecosystem

3.  Launched regular, consistent internal and business partner communications programmes
 Implemented executive communication cadence and thought leadership programme
 Secured broadcast slots for regional and global leaders in Channel News Asia, Bloomberg and Sky Business
• Created first APAC internal communications program and delivered 5 point increase in ESAT scores related to
communications
• Initiated and delivered APAC All Hands and Weekly bulletin which ranked as #1 and #2 in all employee
communications to teams across APAC; continued to produce until leaving Avaya
Nortel, Hong Kong 2006 - 2009
DIRECTOR, Corporate Marketing/Communications, Asia
Responsible for leading APAC communications function in high growth geography during period of rapid change and for
delivering marketing objectives in lead generation, brand awareness and sales effectiveness.
 Managed regional business integration activities in evolution to new ownership in late 4Q09
 Achieved #1 rank for APAC Analyst Relations Programme (up from #8) during the year of bankruptcy protection
 Delivered positive media stories during the same period, including Asia edition of main Canadian Financial paper
 Managed customer, partner and supplier education programme to safeguard business performance
 Delivered high impact customer, industry and internal events with global virtual team
 Hosted multiple successful media and analyst summits alongside partner and customer events
- Achieved 110% of media coverage target with 80% of budget spend
- Standalone media and analyst summit with 65 participants, 150+ 1:1 sessions, 100+ pieces of coverage and
reached most influential analysts across the region – many for the first time
Nortel, Châteaufort, France 1998 - 2005
SENIOR MANAGER, Strategic Marketing, Wireless / Carrier Networks, EMEA / Global (2003-2005)
Responsible for defining, devising and delivering marketing and communication programmes for carrier sales
 Successfully managed customer co-marketing activities, advertising, corporate hospitality
 Enhanced corporate profile and supported sales teams through world-class event delivery
 Increased credibility through business unit external communications programme
SENIOR MANAGER, Event Marketing EMEA (2001-2003)
Responsible for defining and executing a region-wide events programme across all business units
 Cost-effective and customer focused results from all activities and optimisation of limited budget;
 Virtual management of in-country teams and direct management of an EMEA regional delivery team of upto 15
people
 Effectively managed team and programme evolution during period of downsizing
Marketing Communications Manager / Senior Manager, Wireless, EMEA (1998-2001)
Responsible for building an effective communication platform for the growing wireless business in EMEA
 Launched comprehensive communication plans for emerging regions
 Supported EMEA press events and developed opinion piece articles
 Delivered quality events to help put Nortel wireless on the European map - including leading virtual teams of 100+
in delivering high profile industry events and delivering 70% increase in pre-booked customer engagements
Vision in Business Ltd, UK 1995 – 1998
EMEA roles including conference director, marketing manager, head of customer service
 Helped drive the growth of the organisation from 5 to 50 employees in 3 years
 Grew both the telecoms and finance portfolios end-to-end with quality, well-attended events
 Upgraded customer service function during a 6-month push to improve customer satisfaction
British Gas Plc, UK 1990 - 1995
Variety of retail, B2C and B2B marketing roles
 Relaunched and managed £2m trade sales operation
 Managed network of four shops and met all sales targets for the region

4.  Created a specific house-builder marketing programme to drive sales

5. Recommendations Appendix (selected from Linked-In)
“Matthew is a great leader in the field of Marketing and Communications. He has an outstanding capability to annunciate the
key messages, and ensure they are received internally and externally. I worked very closely with Matthew, and found him to
always be at the top of his game. Matthew quickly understood my style and my goals and became a great asset in working
closely with me. As a leader he is able to attract and retain high performing team members. I would recommend Matthew for
any suitable marketing leadership position.” Mike Muller, President, APAC (2013-2015), Avaya (Singapore)
“Matthew is a rare leader - he combines depth in communications with strength in marketing to deliver a 360-degree
approach to issues and opportunities in the market. While working with Matthew, he spearheaded our business in Asia-
Pacific and mainland China, delivered sound counsel to corporate centre and executed successful, multi-faceted programs
that help drive business goals. Most importantly, he was a sound thinker and strategist, and an invaluable part of the global
team. Executives relied on his judgment, and I relied on his knowledge. He's a real pro - with a can-do attitude!”
Ronald Alepian, Vice President, Global Communications & Corporate Marketing, Nortel (Toronto)
“Matthew is a strong and accomplished marketing professional. His customer focus, marketing expertise and business
acumen are clear strengths. In addition, Matthew is a consummate team member, whether as the leader or participant,
acting in concert with his colleagues, suppliers and clients. Having worked with Matthew for nearly 10 years, he is an
excellent asset to any organization.” David Murashige , VP Strategic Marketing - Wireless, Nortel (Dallas)
“I always found him a delight to work with as he was a true professional - constantly focused on achieving his objectives and
moving the business forward. Whether in his capacity as manager or employee, Matthew delivered when all eyes were on
him. I would highly recommend Matthew for any Marketing related job that required the following skills: leadership, crisis
management, communication, marketing strategy, team work and business growth.”
Scott Wickware, VP, Marketing and Strategy, Nortel - Carrier Networks (Paris)
“Matthew has been by far the best manager/leader I have had to date. He has a great ability to give you freedom to grow
whilst reaching out to give advice and guidance when you need it.” Yasmin Juhoor, Events Manager, Nortel (Maidenhead)
“Matthew is more than just a great Corporate Communication Leader. He is a true Business Partner. Besides being an
amazing communicator (and a great writer) he is always engaged with all aspects of the businesses and knows how to use
and leverage Communications at all levels both as an internal and external tool. Few people can do this, and he is one of
them.” François Lançon, President, Asia Pacific (2009-2013), Avaya (Singapore)
“Matthew blends great communications skills with solid understanding of the technologies being discussed and the type of
audience being addressed. An excellent wordsmith, Matthew ensures the message, written or verbal, is delivered in a
considered and influential way. Matthew's personal work ethic is 1st class.” Rick Seeto, CMO Asia, Nortel/Avaya (Sydney)
“Matthew has been a trusted partner in marketing strategy and communications for many years. He is confident, capable,
well-connected and consistently unflappable in the face of constant change across a myriad of cultures. Above all, he is the
master of messaging!” Leslie Beckman, Marketing Director, APAC, Avaya (Singapore)
“Our organisation has undergone immense public change and Matthew has been invaluable ensuring both myself personally
and the teams I manage are equipped with the right messaging to communicate effectively. His acumen and insight to the
complexities of getting as much positive coverage as we can has proven very helpful. I would be glad to work with and highly
recommend Matthew to any organisation that needs an effective leader for Marketing Communications.”
Ray Teske, President, Nortel Japan / Managing Director, ASEAN, Avaya (Bangkok)
“A creative thinker, Matthew has bucked the status quo with innovative PR and communications approaches that have
netted outstanding results. Matthew plans and executes from an integrated marketing perspective - deriving greater benefit
from programs that are aligned with sales, communications, field marketing, employee communications, etc.
Dotty Bundgaard , Asia Pacific Analyst Relations, Nortel and Avaya (Hong Kong)
“Matthew brings a truly global perspective to corporate communications. He's a trusted advisor to the most senior
executives and an inspiring leader of teams. Matthew is the voice of calm in the storm keeping high impact programs moving
smoothly.” Jeremiah Glodoveza, Senior Director, Head of Global Communications, Avaya(San Francisco)

6. Recommendations Appendix (selected from Linked-In)
“Matthew is a great leader in the field of Marketing and Communications. He has an outstanding capability to annunciate the
key messages, and ensure they are received internally and externally. I worked very closely with Matthew, and found him to
always be at the top of his game. Matthew quickly understood my style and my goals and became a great asset in working
closely with me. As a leader he is able to attract and retain high performing team members. I would recommend Matthew for
any suitable marketing leadership position.” Mike Muller, President, APAC (2013-2015), Avaya (Singapore)
“Matthew is a rare leader - he combines depth in communications with strength in marketing to deliver a 360-degree
approach to issues and opportunities in the market. While working with Matthew, he spearheaded our business in Asia-
Pacific and mainland China, delivered sound counsel to corporate centre and executed successful, multi-faceted programs
that help drive business goals. Most importantly, he was a sound thinker and strategist, and an invaluable part of the global
team. Executives relied on his judgment, and I relied on his knowledge. He's a real pro - with a can-do attitude!”
Ronald Alepian, Vice President, Global Communications & Corporate Marketing, Nortel (Toronto)
“Matthew is a strong and accomplished marketing professional. His customer focus, marketing expertise and business
acumen are clear strengths. In addition, Matthew is a consummate team member, whether as the leader or participant,
acting in concert with his colleagues, suppliers and clients. Having worked with Matthew for nearly 10 years, he is an
excellent asset to any organization.” David Murashige , VP Strategic Marketing - Wireless, Nortel (Dallas)
“I always found him a delight to work with as he was a true professional - constantly focused on achieving his objectives and
moving the business forward. Whether in his capacity as manager or employee, Matthew delivered when all eyes were on
him. I would highly recommend Matthew for any Marketing related job that required the following skills: leadership, crisis
management, communication, marketing strategy, team work and business growth.”
Scott Wickware, VP, Marketing and Strategy, Nortel - Carrier Networks (Paris)
“Matthew has been by far the best manager/leader I have had to date. He has a great ability to give you freedom to grow
whilst reaching out to give advice and guidance when you need it.” Yasmin Juhoor, Events Manager, Nortel (Maidenhead)
“Matthew is more than just a great Corporate Communication Leader. He is a true Business Partner. Besides being an
amazing communicator (and a great writer) he is always engaged with all aspects of the businesses and knows how to use
and leverage Communications at all levels both as an internal and external tool. Few people can do this, and he is one of
them.” François Lançon, President, Asia Pacific (2009-2013), Avaya (Singapore)
“Matthew blends great communications skills with solid understanding of the technologies being discussed and the type of
audience being addressed. An excellent wordsmith, Matthew ensures the message, written or verbal, is delivered in a
considered and influential way. Matthew's personal work ethic is 1st class.” Rick Seeto, CMO Asia, Nortel/Avaya (Sydney)
“Matthew has been a trusted partner in marketing strategy and communications for many years. He is confident, capable,
well-connected and consistently unflappable in the face of constant change across a myriad of cultures. Above all, he is the
master of messaging!” Leslie Beckman, Marketing Director, APAC, Avaya (Singapore)
“Our organisation has undergone immense public change and Matthew has been invaluable ensuring both myself personally
and the teams I manage are equipped with the right messaging to communicate effectively. His acumen and insight to the
complexities of getting as much positive coverage as we can has proven very helpful. I would be glad to work with and highly
recommend Matthew to any organisation that needs an effective leader for Marketing Communications.”
Ray Teske, President, Nortel Japan / Managing Director, ASEAN, Avaya (Bangkok)
“A creative thinker, Matthew has bucked the status quo with innovative PR and communications approaches that have
netted outstanding results. Matthew plans and executes from an integrated marketing perspective - deriving greater benefit
from programs that are aligned with sales, communications, field marketing, employee communications, etc.
Dotty Bundgaard , Asia Pacific Analyst Relations, Nortel and Avaya (Hong Kong)
“Matthew brings a truly global perspective to corporate communications. He's a trusted advisor to the most senior
executives and an inspiring leader of teams. Matthew is the voice of calm in the storm keeping high impact programs moving
smoothly.” Jeremiah Glodoveza, Senior Director, Head of Global Communications, Avaya(San Francisco)