Watson-Marlow Fluid Technology Solutions

A seasoned global marketer, Faith takes care of 13 APAC markets for Watson-Marlow Fluid Technology Solutions, a world leader in manufacturing peristaltic pumps and associated fluid path technologies for the life sciences and process industries. LinkedIn Top Voice in B2B Marketing Strategy, Southeast Asia Healthcare leadership at Harvard Medical School and ‘Disruptive Strategy’ at Harvard Business School Online, Faith brings over 20 years of experience in leading cross-functional teams across diverse industries from media, education, trade fairs, healthcare to industrial. Faith helmed the international business of 2 leading hospitals in Malaysia and achieved international awards and double-digit revenue growth y-o-y.

Passionate in entrepreneurship and developing leaders, she is part of the executive leadership team of Harvard Alumni Entrepreneurs (HAE) HK Chapter. She is the Women Economic Forum (WEF) ASEAN 2025 Panel Speaker on Tech-Driven Leadership & Artificial Intelligence in empowering female entrepreneurs and Moderator on Championing Environmental Change. She is recently being awarded “Iconic Women Creating a Better World” by the India-ASEAN Business Council and Women's Indian Chamber of Commerce and Industry (WICCI) 2025. She was also the APEC 2004 panellist on entrepreneurship and the key correspondent of FEALAC (Forum of East-Asia and Latin America Cooperation) in the inaugural Young Parliamentarians Forum (YPF) 2005.

What does it take to build a marketing strategy where none exists?

I get excited when I see blank space. To me, it denotes endless possibilities. I would use an analogy of the Möbius strip to describe the journey in crafting a marketing strategy. A Mobius strip is a one-sided, non-orientable surface with a single boundary, created by taking a strip of paper, giving it a half-twist, and joining the ends. It has no distinct top and bottom with one continuous surface and one continuous edge.

“Marketing is akin to Mobius strip. As Mobius strip is an infinite loop, this means that customers may enter the brand funnel at any stage from any channel. We must always be ready, like a well-trained navy. Marketing becomes a Disciplined Lifestyle”

In a nutshell, marketing strategies, as Mobius strip, simply mean to build a marketing ecosystem for a seamless customer journey with surprise (half twist) and close the deal (joining the ends). To build a marketing ecosystem, first we need to determine where to play - the blank space (niche area) that we want to anchor. We cannot be everything to everyone. I craft the APAC PI and LS branding positioning and identity so that we have a common customer-facing language. Second, we involve marketing right from the beginning to work closely with business development/sales, finance, operation and customer service. Marketing is not an afterthought; it’s not just a promotion/event.

We take pains to develop a robust CRM system to build a seamless customer journey to track customers across multiple touchpoints – online, offline, social. Like a Möbius strip, the journey shouldn’t feel disjointed. Whether someone discovers a brand via trade show, visit our website, later call us up, the experience should feel like one fluid, unified path.

The half twist, the pleasant surprise is provided through our solution-based selling and aftersales services. Our team go extra lengths to solve the pain points of customers. As B2B brands, aftersales service is crucial in maintaining customer loyalty. Prompt reply to resolve issues and availability of any spare parts enchant our customers. Closing the loop means close follow up and follow through. Many people start well but do not end well. For us, each customer is a precious lead, and we want to ensure that they are being looked after through our robust CRM system.

How do you tailor Watson-Marlow’s marketing strategies to cater to the diverse markets and cultures in the APAC region and what do think is the role of AI?

We are a fluid path technology solution provider. Let me distil the key to one simple phrase, “Liquid is growth.” Drawing parallels between fluid technology and the rivers that powered ancient civilizations, we cascade global solution into a local context. I led the creation of Vietnamese, Thailand, Indonesian landing pages as well as the Korean Naver Blog to instil trusts for our corporate customers, recognizing that trust begins in a customer’s language.

Marketing is about building trust where none exists, rooted in cultural fluency, data, and purpose, delivering strategies as precise and adaptive as a well-trained navy. The concept of ‘liquid is growth’ empowers our marketing and sales team to take the lens of customers – how our pump solutions can grow their productivity and elevate business further. We are not selling products; we are providing values. We are not selling pumps; we are selling ‘operation efficiency, cost saving, sustainability and peace of mind’.

Technology and AI play a central role in developing localized campaigns and messages, data analysis of customers demographics, trends and purchasing history, content generation and automation, performance tracking and optimization, and chatbots for local engagement. In a nutshell, to my mind, there are 3 ways that tech and AI move the needle:

1. Localize

Tech and AI localise the content and product for diverse markets, instantly turning a photo into a video and with the language options. Tech and AI help you create offerings/content to very niche group by maximizing value creation to tug at the emotional heartstring.

2. Optimize

AI optimises the current existing process and productivity by automated content generation and chatbots for local engagement.

3. Monetize

Tech and AI provide us with the data analytics in deep diving into consumer behaviours and the trends. AI can be used to track customer behaviour, product success, and competitor moves and often provide a great testbed of new products.

What are the significant trends shaping the fluid technology in the APAC region and how do you envision the role of marketing evolving within the fluid technology?

This is uncertain yet exciting time. We are entering into a multipolar economic system. Amid rapid urbanization and infrastructure growth, there are increasing trends of localized manufacturing and supply chain resilience. Sustainability and ESG compliance will continue to be the main driver to push corporations towards more energy-efficient and low-waste fluid handling solutions. Technology and AI are taking centre stage to transform existing production and system in diverse industries. We will also be seeing stringent regulatory demand such as in life science and food and beverage for precision-engineered fluid path solutions.

As Mobius strip is an infinite loop, this means that customers may enter the brand funnel at any stage from any channel. We must always be ready, like a well-trained navy. Marketing becomes a Disciplined Lifestyle. You live for the Brand. You build the stories. You connect the missing dots. In future there’ll be increasing blurring of boundaries of consumers and producers, message and channel, marketing and service. The basic blocks are still there, you can’t run away from the 5W+H - data-driven decision making, seamless customer journeys, sustainability storytelling and customer education.

To aspiring markets, start with the ‘why’. Understand the customer’s core need before defining the “how” and “what.” That clarity fuels creativity, drives innovation, and ensures marketing isn’t just about visibility, it’s about building trust, solving problems, and creating long-term value.

Epilogue: Redefining Marketing

Faith doesn’t just lead marketing; she redefines it. She connects strategy to execution, data to insight, and cultures to solutions. Through her work, she continues to shape the future of fluid technology while inspiring the next generation of marketing leaders.