ShellMobility Fuels Brand Marketing Manager, MY
Aug. 2021Kuala Lumpur, Federal Territory of Kuala Lumpur, Malaysia- Brand Leadership: Managed the top-performing fuel sub-brands in Malaysia, Shell FuelSave and Shell V-Power. - Exemplary Leadership in Fuel Launch: Spearheaded the integrated 360 launch of ‘New + Improved Shell FuelSave’ in Malaysia, outperforming traditional campaigns. Achieved 5% volume growth, 110% volume realization, and 128% margin realization. - Successful Media Launch: Orchestrated the media launch at the National Retailers’ Conference, securing coverage from 50+ media outlets and influencers. Generated a PR value of USD 2.1M (RM 8.5M), doubling previous campaign impacts. - Consumer Skepticism Overcome: Addressed consumer doubts with the ‘Shell FuelSave Drive Challenge,’ securing 53 news coverages worth USD 1.8M (RM 7.2M). The Grand Finale reached 14M people, with 27 coverages and a PR value of USD 1M (RM 4M), maintaining 100% positive sentiment. Demonstrated fuel efficiency with a 28.23KM/L result, 52% above the OEM average. - Global Asset Development: Led the creation of global marketing materials for Shell FuelSave in Malaysia, producing over 500 assets adapted by 10 markets, setting a new benchmark for global campaigns. - Motorsport Campaign Success: Directed the Shell Motorsport collectible campaign, earning coverage from 30 media outlets and a PR value of USD 1M (RM 4.3M). Sold 800k units, doubling MOGAS volume, increasing Shell Helix sales by 30%, and achieving the highest earned conversations of any Shell MY campaign in 2022. Awards:
2023 - Excellence in DOOH, Gold - Marketing Excellence Award
2023 - Integrated Marketing, Launch Marketing, Media Strategy Finalist - Marketing Excellence Award
2023 - Shell Mobility Asia Senior VP Award, Marketing & Digital
2023 - Putra Brand Awards, Platinum 2022 - Dragons of MY, Gold - Best Integrated Marketing Campaign
2022 - Dragons of MY, Gold - Best Brand Trial/Sales Gen Campaign
2022- Dragons of MY, Bronze - Best Product Launch/Re Campaign
2022 - Putra Brand Awards, Platinum