Building the Best Tech Brand

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Elevating TP-Link to PC Mag’s Best Tech Brand

When I joined TP-Link as Director of Marketing Communications, the brand was a powerhouse in hardware but lacked the "household name" status of its competitors, which included Netgear, Arlo, and Ring, to name just a few.

In a market where technical specs often overwhelm the average user, my mission was to pivot the brand toward a customer-centric narrative and bridge the gap between complex networking and intuitive smart home living. Closing that gap required a total overhaul of our digital presence—moving from just selling routers to selling how we make the smart home work better.

I executed this through five key strategic pillars:

  • Dominating Tech Authority: I negotiated high-impact native partnerships with key outlets like The Verge. This anchored TP-Link at the center of the industry's most influential editorial discussions.

  • Human-Centric Storytelling: To increase share of Wi-Fi 7, I launched the Life at 4X Speed campaign. We bypassed technical jargon to focus on whimsical, relatable benefits—framing next-gen speed as a way to make the impossible feel effortless.

  • Building Community Trust: I believe great brands are built in the real world, not just behind screens. We humanized TP-Link through strategic local partnerships, including a collaboration with the Anaheim Ducks and supporting Habitat for Humanity here in Southern California. These initiatives built genuine rapport within our own backyard and showed that our technology serves a greater purpose: connecting people.

  • Frictionless Customer Experience: To shorten the path to purchase, we integrated SmartLink technology into our digital assets. This allowed users to move from a social ad to a retail cart in a single click, creating a seamless, shoppable journey.

  • Multi-Tiered Influence: We built an ecosystem of 100+ influencers, ranging from lifestyle creators for mass appeal like David Cogen to deep-dive technical experts like Life Hackster and Steve Does for niche credibility.

The Result

In 2025, TP-Link was officially named one of PC Mag’s Best Tech Brands. Ranking solidly in the Top 10 just behind Apple and Google, this milestone was a direct result of our efforts to drive industry-leading customer satisfaction and significantly elevate brand recognition.

For me, this wasn’t just a ranking—it was proof that bridging the gap between user experience and digital strategy can propel a brand to the top of the global tech stage.