ROLE:
Worked closely with Heads of Departments and Directors to align corporate communication plans with the company's strategic direction. Led the development and implementation of 360-degree communication strategies to optimize brand performance and ROI within budget constraints. Led a team of six, comprising Marketing Officers, Senior Designers, and Animators, to execute successful advertising and promotional campaigns across traditional and digital media platforms. Oversaw trademarks, events, and partnership programmes while being responsible for budget planning, monitoring, and campaign control to support the retail business. Collaborated with external agencies, mall management, sponsors, and partners to enhance brand presence and drive business results.

ACHIEVEMENTS:
Spearheaded the launch of a new social commerce channel, becoming the first in the IT retail chain industry to innovate in this space, ensuring business continuity during the economic challenges posed by the Covid-19 pandemic. Successfully restructured and expanded the marketing team into a revenue-generating unit, while significantly reducing marketing expenditure by collaborating with strategic partners across multiple industries. Led the strategic repositioning of the e-commerce platform, Always Genuine, and redefined the We CARE Charity Fund by introducing the 4 Pillars of CSR (Community, Aid, Recycling, Environment). Delivered numerous successful campaigns, including product launches, IT fairs, contests, and CSR programmes, while strengthening the brand’s community presence.

ROLE:
Directed and managed a team of 14, overseeing A&P, Digital Marketing, and the Loyalty Programme. Innovated new income-generation strategies for the department and developed successors to ensure business continuity.

ACHIEVEMENTS:
Successfully integrated CRM and EDM platforms, generating annual savings of RM158,259.21 and reducing daily manhours. Launched the WhatsApp API for targeted engagement, achieving a 61.16% seen rate, and developed a new Media Package on this platform, which was Successfully sold to partners such as ASUS Malaysia. Completed an email data verification project to enhance marketing accuracy while driving strategic initiatives to improve customer engagement across channels. Successfully prevented major human errors that could have cost millions and introduced the Green Tick verification for social media channels to reduce scams that could have caused significant brand damage. Additionally, proposed and implemented departmental restructuring to streamline processes and increase efficiency, before taking a career break.

Role:
Transitioned from an individual contributor to managing a team of three regional headcounts across the APAC region. Facilitated marketing activities and budget planning across 10 markets, including Singapore, Malaysia, India, China, Hong Kong, Taiwan, Thailand, Indonesia, Vietnam, and Korea. Managed six brands with responsibilities that included executing digital marketing strategies, managing analytics, overseeing campaign budgets, conducting market research, creating whitepapers, and handling recruiter licenses for all regions.

ACHIEVEMENTS:
Successfully optimized social media content and ad buys, achieving a 5% reduction in expenses while increasing
impressions by 235%, clicks by 503%, average CTR by 0.22%, average CPM by 73%, and reducing average CPC by 84%. Managed projects such as setting up a ChatBot and a new website, including data field matching to link the website with Bullhorn, the industry-leading recruitment cloud-based ATS & CRM software, via API integration. Automated SEO and competitive landscape reports, enhancing insights and efficiency. Revamped the Workforce Insights report, reducing PR expenses. Streamlined operations by merging 12 regions' LinkedIn accounts. Established lead generation funnels and custom reports, and provided social media training to local marketers, strengthening regional digital marketing efforts.

ROLE: Planned and executed integrated marketing communication strategies within allocated A&P and trade marketing budgets to maximize brand awareness and equity. Responsibilities included monitoring market trends to develop strategies for pricing, products, distribution, and promotions. Led cross-functional teams and managed relationships with creative, digital, media, PR, and research agencies. Oversaw all legal agreements, including trademark applications, and managed product development projects, working closely with the technical team to ensure appropriate costing and new brand development. Collaborated with the Supply Chain Department to manage ordering processes and LID (Life in Days) for products.

ACHIEVEMENTS:
Achieved promotion from Senior Brand Executive within two years, reflecting strong performance and growth. Reduced production costs by more than RM100,000 annually for packaging and printing. Successfully planned, managed, and executed an annual budget of RM6.5 million for major trade events such as Annual Dinners and GST Seminars, exceeding sales KPIs. Managed and trained a team of two Marketing Executives and interns. Launched the car battery industry's first-ever SMS contest for end-users. Improved ROI for creative and social media efforts by introducing new agencies and revamped social media content, leading to a significant increase in fans with minimal costs. Successfully launched new brands, capturing sales from emerging markets, and led the Marketing Department in the implementation of GST processes, including revamping all relevant documents. Presented cost analysis and led cross departmental efforts in establishing a Warranty Centre.

ROLE:
Developed creative concepts and produced impactful copy across multiple platforms, ensuring adherence to brand guidelines through meticulous copyediting and proofreading. Researched, planned, and executed 360-degree marketing communication strategies to meet advertising objectives. Presented and sold ideas to clients and stakeholders, strengthening brand positioning and engagement. Managed the execution of brand campaigns while overseeing client relationships and fostering cross-functional collaboration between creative, media, and production teams. Successfully handled multiple brands, delivering seamless campaign execution and consistent alignment with brand goals.

ACHIEVEMENTS:
Successfully developed and sold creative concepts for Sunway Holding’s annual report and Sunway A’Marine property. Conceptualized, authored, and proofread marketing materials including the Sunway Paving Solutions Prime Pavers brochure, Promenade @ 8 Putrajaya brochure, Malaysian Timber Council newsletter, and Sunway Education Group brochure. Wrote and sold two distinct radio scripts for Sunway Medical Centre, each with a unique tone and style, which were approved by KKLIU and broadcast. Managed multiple brands such as Sunway Group, Sunway Education Group, Jeffrey Cheah Foundation, and Sunway Integrated Properties, and led a RM2 million rebranding project for Sunway Group, overseeing the corporate website, CI Guide, advertising, media purchases, and related activities. Additional accomplishments include training and mentoring Junior Brand Executives and directing photography sessions to support campaigns.

Role:
Experienced Assistant Producer and Broadcast Journalist with a strong background in selecting and organizing production materials, managing line-up, end credits, and on screen crawlers. Skilled in operating teleprompters and overseeing supering during live broadcasts. Adept at liaising with guests and clients, conducting interviews, script-writing, and performing in-depth research. Proficient in video recording using professional cameras and ensuring smooth production through effective planning and archiving of content.

ACHIEVEMENTS:
Covered a diverse range of high-profile events, including brand launches and fashion shows such as 1MAGE, 2201 Fashion Avenue, and Material Fashion Show, as well as luxury product launches for Annick Goutal, Habib Jewels, Shu Uemura, and Pureology Hair Products. Additionally, provided coverage for corporate and tech events hosted by Maxis, Motorola, and Samsung, and lifestyle events at prestigious venues like Pavilion, Sunway Resort Hotel & Spa, and Tamarind Hill Restaurant. Other notable features include Sensodyne product launches and Time Out Kuala Lumpur cultural events.

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