Yolande Abeling ─ Seasoned marketer with strategic mindset and a solid background in technology...
November 9, 2021 • 3 Minute Read
Updated October 2022
Yolande Abeling
Audience Marketing
Cisco
(Previously—Head of Marketing Strategy, Service Provider APJC
Cisco)
Are you looking for an innovative partner marketing leader to build high impact growth and engagement with Service Providers? We know the person—Yolande Abeling!
Yolande Abeling is Cisco’s Head of Marketing Strategy for Service Provider in Asia Pacific and Japan. She is responsible for marketing strategy and execution for Cisco’s Service Provider partners across the broader Asian marketplace. Yolande develops and scales global programs whilst delivering local initiatives that drive growth in the region, and her robust understanding of all elements of digital marketing, metrics and engagement helps her to drive the best return for the business.
Please meet this IT Wondrous Woman™, Yolande Abeling!
Our 10 Questions for this IT Wondrous Woman.
Fun Facts
1. What’s the one thing about you that your business colleagues don’t know about you?
When the iron curtain was falling in the late 80s, one of the things that I was gifted with was a lasting love for big haired 80s rock. The effect on me was lasting and to this day I can’t listen to Panama without my inner rock chick kicking in!
2. Before the pandemic, how many air miles/KMs did you flying annually?
Before the pandemic hit, I was doing about 12 trips a year. Most of them were domestic with occasional international trips.
3. What is the most adventurous food you have eaten and what city/location did you eat it?
My host family in Seattle routinely served tinned fruit with mayonnaise and mini marshmallows with dinner. I’m not sure if this was adventurous but it sure was memorable!
Your Career
4. What are the top two experiences, achievements or failures that shaped your journey as a successful leader?
Working in marketing, it can sometimes be difficult to know if what you’re doing is making an impact. For marketers to have a seat at the table, we must understand how what we’re doing contributes to the broader business and being able to articulate that. I try and spend time connecting with those outside marketing to understand the problems they’re trying to solve and also dedicate time to continually understanding the company financials, broader company objectives and needle movers so I can ensure that what I’m doing is hitting one of these points every time.
While I like to think of myself as creative, I’ve learnt to be detached about pushing through my own ideas but rather fostering an environment where the best idea from several sources comes to the surface.
5. Did you have a mentor in the early part of your career and, if so, what is the biggest lesson you learned from your mentor or influencer?
I really didn’t until later in my career and in hindsight I wish I had. I don’t know if it was the lack of female leaders in my industry or my shyness early on, but I feel that having someone to guide me would have made a huge difference to my career and self-confidence.
Walking In Your Shoes
6. What is one piece of business or career advice you would give to your younger self?
Always do your best. No more and no less. The thing is not to push yourself beyond your best because the extra effort is often not worth the diminished return. Just do your best.
7. As a leader, how do you remain a resource for people early in their careers?
Like most women I am time poor, but I do feel it’s important to do what you can to help the next generation coming through. Right now, I am part of the Emerging Talent team at Cisco, plus I spend time 1:1 with younger marketing team members coaching them in an informal mentoring capacity.
Today’s Business Environment
8. What is the most interesting project you have worked on in the last few years?
One of the most exciting things I witnessed was seeing Cisco and Service Providers pivot at the onset of the pandemic to find new ways that technology can enable this new hybrid future we are facing.
9. What skills are you currently developing or refining (in yourself) that will make you a more successful leader in the digital economy?
I’m an avid learner and I’m currently completing a Certificate in Adaptive Strategic Execution from Duke Fuqua School of Business.
10. What is your greatest business challenge today?
Keeping up with the rate of change and going “deep” on a few projects rather than wide on many – that’s where the magic is.
