Gartner Expert

Adrian Lee

Sr Director Analyst

Adrian has more than 19 years of technology marketing experience spanning mobile apps, smartphones, SaaS and ecommerce providers. Prior to joining Gartner, Adrian was Vice President and Head of Brand Partnerships at Lazada Group, an AliBaba Group owned e-commerce marketplace in Southeast Asia. He started his international career with global and regional marketing and business operations roles in Nokia and Samsung Electronics. He exerts a pragmatic approach to product management and marketing, with a focus on startup and SME technology vendors. He has personally led new market entry and expansion projects, fulfilling a blend of product marketing, general management, content management and evangelist roles.

His role-based research dials into product management and marketing leaders to deploy best-in-class product launches that achieve profitable revenue growth. He also supports product teams on how to navigate disruptive innovation and natural language technologies.

Previous experience

Mr. Lee has more than 15 years of high-technology marketing experience spanning mobile device, SaaS and e-commerce technology providers. Prior to joining Gartner, he was the Vice President and Head of Brand Partnerships at Lazada Group, an Alibaba Group backed e-commerce startup in Southeast Asia. He started his career with global and regional marketing and business operations roles in Nokia and Samsung Electronics. He brings extensive experience in brand management, mobile applications and digital co-marketing collaboration, especially for emerging markets. He has also led new market entry and expansion projects, fulfilling a range of product marketing, general management, content management and developer evangelist roles.

Professional background

Lazada Group

VP, Regional Head of Brand Partnerships

Samsung Electronics, Pan-Africa

Strategic Marketing Manager

Nokia Sub-Sahara Africa

Head of Marketing

Areas of coverage

Product Strategy and Launch for Tech CEOs

Product Introduction

Messaging and Differentiation

Demand Generation

Marketing Agility

Education

B.A., Second Upper Honors, Communication Studies, Nanyang Technological University

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Top Issues That I Help Clients Address

1Go-to-market and product launch strategy for software, services and content

2Conversational platforms, machine translation, chatbots and virtual assistants

3Ecommerce, online marketplaces and brand partnership planning

4Go-to-market and product strategy for SaaS providers

5IoT related to connected appliances and devices