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Work Background
PETRONASHead, Brand Management (Group)
Jan. 2023Kuala Lumpur City, Federal Territory of Kuala Lumpur, MalaysiaManage PETRONAS brand portfolios, ranging from corporate brand to products / services brands to strengthen PETRONAS as an energy sector brand in meeting its Net Zero Carbon Emission commitment by 2050, through effective brand campaigns, market research, brand governance best-practice and brand licensing groupwide.
PETRONASHead, Brand Performance (Group)
Aug. 2018Kuala Lumpur City, Federal Territory of Kuala Lumpur, MalaysiaManage, design and execute first-ever highly customised integrated brand valuation and brand measurement models, to ensure insights that can be acted on to further strengthen the corporate brand, product brands and customer experience, in multiple markets that PETRONAS operates in.
Kantar TNSSenior Consultant
Jan. 2017 - Jul. 2018Kuala Lumpur City, Federal Territory of Kuala Lumpur, MalaysiaLed client servicing and research projects to build brands through market intelligence and consumer insights, and expanding client base, directly contributing to the revenue
MIDF GroupAssociate Director - Branding / PR
Apr. 2016 - Dec. 2016Kuala Lumpur City, Federal Territory of Kuala Lumpur, MalaysiaDeveloped and implemented brand strategies through effective resource management, execution of brand campaigns and PR initiatives to gain competitive advantage and enhance MIDF’s branding.
FreelanceBranding & Marketing Consultant
Jan. 2015 - Mar. 2016Kuala Lumpur City, Federal Territory of Kuala Lumpur, MalaysiaDeveloped brand strategies and marketing communications plan and managed market research projects for wide-ranging clients.
Ideascape Consulting GroupMarketing-Branding Consultant
May. 2014 - Dec. 2014Petaling Jaya, Selangor, MalaysiaStrategic positioning of key clients' brands in their respective industries via branding, marketing, PR and market research.
EMKAY GroupHead of Group Marketing
Sep. 2012 - May. 2014Petaling Jaya, Selangor, MalaysiaSuccessfully re-branded the EMKAY Group, making it more relevant in the competitive property sector through marketing, branding & PR activities, and created the Belum Rainforest Villas brand for the EMKAY Group – developed strategic plan, brand kit, brand identity, brand manual and rolled out marketing and PR activities to increase awareness and sales leads. Developed marketing strategy and implemented all marketing and PR activities in differentiating EMKAY Group corporate brand and non-conventional property brands i.e. Pulau Banding and Belum Rainforest Villas (premium heritage destination in 130 million years old Belum-Temengor Tropical Rainforest, via for-profit conservation business model), to remain competitive in an increasingly crowded real estate sector, with similar products.
Ogilvy Public RelationsAccount Director - Consumer PR
Nov. 2011 - Aug. 2012Kuala Lumpur City, Federal Territory of Kuala Lumpur, MalaysiaSuccessfully executed multiple consumer PR campaigns for Shell and Goodyear, within budget to further strengthen the brands through on-ground activations and earned media. Developed PR strategic planning and executed on-ground activations to meet clients’ marketing and communications objectives.
Ideascape Consulting GroupMarket Research Consultant
Nov. 2009 - Oct. 2011Petaling Jaya, Selangor, MalaysiaDeveloped and implement brand strategies for clients, leading each of the phase of the project from market research to workshops, to brand-strategy development and integrated marketing strategic planning and implementation.
PAPER + TOASTCo-founder / Director
Jul. 2009 - Jul. 2010Kuala Lumpur City, Federal Territory of Kuala Lumpur, MalaysiaConceptualised and developed the first co-working space in Malaysia: PAPER + TOAST and executed marketing activities to create brand awareness to drive sales; primarily BTL marketing collaterals, on-ground consumer engagements, activations and via PR.
TNSResearch Manager
Mar. 2008 - Jul. 2009Kuala Lumpur City, Federal Territory of Kuala Lumpur, MalaysiaClient management, led projects and team members in designing research approach, conducting primary advanced fieldwork (observations, shopping accompaniments, standard focus group discussions, in-depth interviews, immersions and ethnography), analysis, and presenting findings to the clients for informed decision making.
Technical Support Facility Asia PacificProgramme Manager for Pacific Island Countries & East Timor
Mar. 2007 - Mar. 2008Kuala Lumpur City, Federal Territory of Kuala Lumpur, MalaysiaDeveloped and implemented non-profit marketing planning and strategy, as well as project management and client servicing in providing technical support to UNAIDS, civil societies, government bodies related to public health e.g. Ministry of Health of Fiji
Research InternationalResearch Manager
Jul. 2006 - Mar. 2007Kuala Lumpur City, Federal Territory of Kuala Lumpur, MalaysiaClient management, led projects and team members in designing research approach, conducting primary advanced fieldwork (observations, shopping accompaniments, standard focus group discussions, in-depth interviews, immersions and ethnography), analysis, and presenting findings to the clients for informed decision making.
InsightAsia Research GroupResearch Manager
Mar. 2003 - Jun. 2006Kuala Lumpur City, Federal Territory of Kuala Lumpur, MalaysiaClient management, led projects and team members in designing research approach, conducting primary advanced fieldwork (observations, shopping accompaniments, standard focus group discussions, in-depth interviews, immersions and ethnography), analysis, and presenting findings to the clients for informed decision making.
Express Rail Link Sdn. Bhd.Marketing Officer (Marketing & Sales and Retail Management)
Aug. 2001 - Jan. 2003Kuala Lumpur City, Federal Territory of Kuala Lumpur, MalaysiaMarketing & Sales: managed Government accounts for the Sales Unit in ERLSB, liaised with the advertising agency and partners (Astro, Maxis, Motorola, Alcatel) in developing marketing communications, promotional collaterals, media planning, advertising Retail: managed KL City Air Terminal Retail; tenants, rental, contracts and daily issues and liaised with consultants (retail leasing and architects) on retail mix, tenancy contracts, constructions and technical provisions.
RHBInvestMarketing Officer & Equity Dealer (High Net Worth Clients)
Sep. 1999 - Jul. 2001Kuala Lumpur City, Federal Territory of Kuala Lumpur, MalaysiaClient servicing: built high net-worth client-base for RHB Premium Broking Service, as well as equity research and analysis on equities for the purpose of advisory-role for RHB Premium Broking’s high net-worth clients.
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