Get clear on the market
Positioning, messaging and a practical go-to-market plan built around how CHROs and HR leaders in Asia actually evaluate software.
Adrian Tan · Fractional CMO for HR Tech · Singapore & Asia
HR tech founders hire me when they need to win HR buyers in Asia.
You have a product, a sales team and an APAC opportunity. You do not need a generalist agency spending the first three months learning HR tech on your budget.
I am a fractional CMO for growth-stage HR tech vendors. I set the marketing direction, do the work, and bring the HR audience I have spent more than a decade building.
One new fractional client per quarter · 30 minutes · No commitment
Former HR founder · Built a S$30M recruitment business · Penguin Random House author · Top 5% HR Influencer on Favikon
Brands I've worked with
The difference
You get the operator, not the org chart.
Most agencies promise senior thinking, then pass the work to account managers and juniors.
Marketing Sumo is one person. I have built and sold HR businesses, spent years speaking to HR buyers, and now work directly with HR tech vendors that need sharper marketing without hiring a full in-house team.
No handover. No learning curve. No mystery retainer.
What I help you do
Turn a good HR tech product into a story HR buyers will pay attention to.
Give sales something useful to work with
Campaigns, content and sales-supporting assets designed to start relevant conversations, not merely fill a marketing calendar.
Build authority in the HR market
Whitepapers, articles, video and podcast-led content that helps your company sound like it belongs in the room.
Reach an audience already interested in HR and work
When it makes sense, your message can be carried through the LinkedIn, newsletter, podcast and event channels I have spent 12+ years building.
Built-in distribution
Your fractional CMO comes with an HR audience.
Most marketers start from zero: no audience, no category credibility and no direct relationship with the people you are trying to reach. I do not.
49K+LinkedIn followers in the HR and HR tech community
23.5Kaverage impressions per LinkedIn post
18K+newsletter subscribers
2M+views on future-of-work content over 12+ years
This is not a substitute for good marketing. It gives good marketing a better starting point.
Selected work
The shape of the work.
Every engagement is different. These examples show the kind of role I play.
Long-term content partner · 2+ years
Rolling Arrays
Worked with the SAP SuccessFactors implementation firm to build consistent authority with an enterprise HR audience.
- Ideated and produced written and video content
- Host of Rolling Stories, its commissioned podcast interviewing senior CHROs
- Developed content for enterprise HR buyers
- Sustained the programme over a long-term retainer
Event marketing · TechHR Singapore launch
People Matters
Marketing partner for the launch of the region’s flagship HR tech conference.
- Built awareness for a first-time event
- Generated exhibitor and delegate interest
- Used owned channels and community access to bring the event to market
Fractional CMO engagements
HR tech vendors
Ongoing work across the HR tech stack, including people analytics, workforce optimisation, background screening, HRIS partners and HR membership bodies.
- Marketing strategy and positioning
- Content and campaign execution
- LinkedIn and audience-led distribution
- Sales-supporting marketing programmes
How a fractional engagement starts
Start with the real problem, not a list of deliverables.
Audit
We look at your market, message, funnel and current marketing. You get my honest read, whether we work together or not.
Focus
We decide what needs fixing first: the story, the audience, the campaign plan, the content, or the handover between marketing and sales.
Execute
I build the work with you. The person who sets the strategy also writes, creates, directs and launches it.
Measure
We review what matters: conversations started, sales feedback and pipeline created. We keep what works and cut what does not.
Who this is for
Best for HR tech vendors that are ready to grow, but not ready to build a full marketing team.
- You sell HR technology in Singapore or across Asia
- You already have a product and sales motion
- Your CEO, founder or sales leader is still carrying too much of the marketing burden
- You need senior marketing judgement and hands-on execution
- You want someone who already understands HR buyers
Probably not the right fit if you only need a cheap content factory, a social-media posting schedule, or a large agency team.
Client testimonials
What clients say.
Pricing
Senior marketing work. Clear prices.
Fractional CMO
S$7,500
per month · pay as you go
For HR tech vendors that need a senior marketer to own the direction and help get the work done.
- Positioning, strategy and execution
- Content, campaigns and sales support
- Direct access to Adrian
- One new client per quarter for deep impact
- Cancel anytime
For brands that want access to my audience
These are separate, one-off distribution and authority services, not a replacement for a fractional marketing engagement.
Reach my audience
From S$1,200
per placement
- Newsletter sponsored ad · S$1,200
- Sponsored LinkedIn post · S$1,200
- Deep-dive article plus newsletter feature · S$2,500
- LinkedIn video reel · S$3,300
Authority and events
From S$2,200
per engagement
- Whitepaper · S$4,800
- Webinar moderation · S$3,800
- One-hour conference keynote · S$5,800
- Webinar panellist seat · S$2,200
Full media kit and audience statistics at passionfroot.me/adriantan.
About
I have been on both sides of the HR buying table.
Before Marketing Sumo, I spent a decade building HR businesses: more than 3,000 placements, S$30M in revenue, and two HR Vendor of the Year awards.
I now work at the intersection of HR tech, content and marketing. I write, host podcasts, speak at events and help vendors earn attention from the people they want to sell to.
Marketing Sumo is one person. That is the point.
You do not need to explain the HR market to me before we can start. You need someone who can help you sell into it.
Let’s talk
Let’s talk about the marketing problem in front of you.
Tell me where you are, what you sell and where you are stuck. I will come back within one business day with my honest view of how I would approach it.
📅 Book a 30-minute consultation, no commitment.
🔗 linkedin.com/in/adriantanck