Rui Yu

Fast-scaling software and consulting company operating in niche, highly regulated industries, with 200+ employees globally and offices in Belgium, Japan, and the U.S.

• Lead the Energy BU’s contribution to a global website relaunch, writing and reviewing copy to ensure clarity, consistency, and alignment with product positioning, and brand messaging.
• Led the first product positioning for the Energy BU, shifting from a product-centric to a customer-centric approach, resulting in an organizational restructure, and recognized as the most impactful project of the year.
• Transformed a new feature into a packaged, integrated solution through positioning, evolving it from a standalone algorithm into a competitive offering, in close collaboration with product, sales, and leadership.
• Redesigned the BU-level sales narrative and pitch deck, shifting to a value-led story that positioned the company as a clear, relevant solution in the energy market.
• Defined the strategic red thread across the global product portfolio with corporate marketing to reinforce unified company positioning and brand clarity.
• Own the marketing vision, strategy, and execution for the Energy BU, ensuring alignment with business goals.

• Supported the Life Science BU’s product launch with go-to-market activities, including positioning, naming, and messaging.
• Built and led a growth marketing team of four FTEs across two business units, hitting MQL targets two quarters early, and tripling opportunity conversion to 53%.
• Increased customer acquisition by 20% and improved opportunity conversion to 49% by optimizing lead flow, aligning campaigns with business goals, and enabling sales with high-impact content.

• Developed a product launch promotion plan for a new product. The launch was deprioritized due to a shifted business priority.
• Designed and executed a customer-centric webinar series, achieving company-record metrics for registrants, participants, and lead generation across 33 countries, delivering the best-performing marketing campaign to date, securing 47 meetings prior to the event, and exceeding objectives while securing four new opportunities.

Established global medical device company. Supported the strategic and operational marketing of regulated products across EMEAC.

• Supported nine product launches through campaign execution, asset creation, and internal alignment with sales, clinical, and regulatory teams.
• Promoted 13 international conferences through earned media, digital ads, and an email campaign, with cross-functional collaboration.

• Developed a GTM strategy for a Belgian brand entering China, turning market and consumer insights into targeted marketing actions.