Azryl Ali - Managing Director, Alcove Communications

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Network Power<100 people

Roles

💸100%

Marketing

✨33%

Business Owner

🐦33%

Design

Geos

🇸🇬66%

Singapore

🇬🇧33%

United Kingdom

Work Background

Career BreakPersonal goal pursuit

Oct. 2023Singapore

UNLMarketing Communications Specialist

Jun. 2020 - Oct. 2023SingaporeUNL is a smart micro-location and mapping platform building the Internet of Places. UNL has pixelized the world to digitize physical locations and give them a unique verifiable digital address with a precision of as small as 1x1cm2, including outdoor, indoor and in elevation. • Developed and executed an integrated B2B communications strategy, increasing LinkedIn engagement by 2,182% and followers by 400% in one year. • Prepared and pitched press releases for funding announcements to media journalists in Southeast Asia and Europe. • Served as the primary gatekeeper for company branding and design, ensuring consistency across all channels. Produced various content types, including blogs, video scripts, email campaigns, and case studies while collaborating with cross-functional teams. • Oversaw the complete redevelopment of the company website, improving user engagement and site functionality. • Implemented effective SEO strategies, achieving high-quality backlinks from trade publications like e27. • Led the go-to-market strategies for the Virtual Private Maps product and Last Mile solutions, identifying customer pain points, proposing competitive pricing structures, and crafting targeted messaging. • Delivered a suite of sales enablement materials, conducting market research, revenue estimation calculations, and competitive analysis. • Monitored performance metrics using Tableau and provided actionable insights to optimize future campaigns. • Collaborated cross-functionally with business development team to gather user insights, guiding product development and marketing efforts. • Coached marketing peers on web management, Google Analytics, and data analytics. • Ensured customer-centric campaigns by identifying and addressing customer pain points. • Led experiments in content and channel strategies to improve engagement, achieving a 15.18% average clickthrough rate on LinkedIn recruitment campaign.

ISGSenior Marketing Communications Executive, Southeast Asia and Middle East

Jan. 2019 - Jun. 2020SingaporeAt ISG Ltd, I led marketing communications and PR strategies across Southeast Asia and the Middle East for four business units, including the engineering subsidiary, Commtech Asia. Leveraging storytelling to centre employees and customers in our narratives, I bolstered engagement and fostered deeper connections. Key responsibilities and achievements include: ▶️ Advised senior leadership, offering marketing insights and analyzing monthly board reports for informed decision-making. ▶️ Amplified brand visibility through press engagements, acquiring mentions in industry publications and organizing weekly press reviews. ▶️ Increased web traffic by 160% through the revitalization of ISG microsites for Singapore, Malaysia, and Hong Kong via Sitecore, and managed a digital asset library. ▶️ Produced diverse content, including web articles and thought leadership pieces, promoting colleagues as experts and enhancing employer branding on various platforms. ▶️ Encouraged continuous growth through skills training for the marketing team. ▶️ Developed monthly board reports offering strategic insights, and fostered global awareness through market-facing newsletters. ▶️ Orchestrated the rebranding strategy for Commtech Asia, ensuring brand consistency across different mediums. ▶️ Oversaw marketing for Commtech Asia, executing a multi-faceted strategy that increased the subsidiary’s marketing reach across several countries. My dynamic role also entailed responding to RFPs, conducting customer interviews post-project, and crafting customer success stories, enhancing the company's presence and reputation regionally. This diversified approach notably magnified Commtech Asia’s impact through comprehensive strategies spanning corporate communications, social media, and more, facilitating continuous engagement through quarterly newsletters.

ISGMarketing Communications Executive, Southeast Asia

Feb. 2018 - Jan. 2019SingaporeISG is a dynamic global construction services company. Our people specialise in fit out, technology, construction and development and are dedicated to delivering places that help people and businesses thrive. Supports the marketing communications manager (MCM) in executing tactical marketing communications plans, developing compelling on-brand communications, web development, managing of project activities, and measuring results to demonstrate ROI in line with business objectives across business units in Singapore and Malaysia. The role comprises of 20% planning and 80% implementation. ▶️ Timely and consistent execution of business as usual (BAU) tasks for business units across all communication channels including corporate communications, social media, newsletters, media relations, digital, site branding, and awards, effectively promoting the value, importance and benefits of marketing and communications locally ▶️ Generate and analyse statistics to form monthly reports for the board in UK ▶️ Promote timely and newsworthy updates via intranet portal to increase global awareness of business units across Southeast Asia ▶️ Delivered biannual newsletter for managing directors to cascade to their business providing ▶️ Demonstrated positive business activity that includes the latest project appointments, updates, people stories and project features through a quarterly market-facing newsletter campaign ▶️ Positioned people in the business as experts in their field through the creation of opinion-based, thought leadership articles ▶️ Conducted various skills training for marketing peers

Ritual | The 30-Minute GymShake Whisperer

Nov. 2017 - Aug. 2018SingaporeRitual is an international fitness studio headquartered in Singapore, specialising in a 20-minute high-intensity interval training (HIIT) programme. The programme was designed to get people in and out of they gym within 30 minutes. I took on this part-time role while in-between jobs, and as a means to uplift my finances. The primary responsibilities of this role saw me preparing protein shakes according to in-house recipes for gym clients and GrabFood delivery orders, handling sales float, maintaining cleanliness of the bar area, ensuring weekly stocks are sufficient and adhering to food handling hygiene standards. Additionally, a huge part of this role requires providing an exceptional and warm experience for everyone entering the gym, be it clients or guests.

We Experiment Pte LtdMarketing and Events Manager

Sep. 2016 - Jan. 2018SingaporeWe Experiment is a group of food & beverage establishments providing unique concepts to dining experiences; we innovate our products frequently, with weekly specials that you can look forward to, making each visit feel like a fresh one. • Designed logos for the company and its subsidiaries, The Lab SG and Sinseh: The Grocery. • Created sales enablement materials including an event catering profile, securing 9 projects with a total revenue of $75,000 in 7 months. • Produced engaging video content for social media, increasing post reach and page likes. • Developed the company website using Adobe Muse CC and revamped The Lab's menu design. • Photographed the company's products to expand their image library. • Managed operations at The Lab, training staff on customer service and service recovery. • Acted as an advisor to founders on key business decisions, including menu development and marketing strategies.

RealysMarketing and Communications Executive

Oct. 2014 - Jul. 2016Singapore▶️ Managed end-to-end bid processes and supported senior leadership with strategic and tactical insights, ensuring a competitive edge in key pitches and business development opportunities. ▶️ Oversaw internal and external communications, including content creation and media submissions, while maintaining brand consistency across all channels and collateral. ▶️ Liaised with UK headquarters for sharing resources and utilized Sitecore CMS for web content management, ensuring a cohesive international brand image and up-to-date information. ▶️ Compiled operational and maintenance manuals for smooth project handover, while also contributing to sales enablement through the creation of compelling proposals and presentations.

'I am...'Sales and Marketing Executive

Nov. 2013 - Sep. 2014SingaporeHandled the marketing for the café; updating various social media feeds, liaising with potential clients/partners to create collaborations, designed collaterals, came up with new promotions for the café as well as addressing sales and marketing enquiries. Day to day tasks included running operations, delivering excellent customer service, performing service recovery and supervising floor staffs. Key Achievements: • Liaised with Digimax Sign Engineering Pte Ltd to construct a signage for the cafe which helped increase awareness, driving more traffic into the café. • Liaised with HEAT Pte Ltd to create a partnership with Standard Chartered; came up with a promotion mechanic whereby every $100 billed to a Standard Chartered card, card member will receive a complimentary mocktail. • Created company's LinkedIn page • Employed the services of Miura to supply flowers - weekly - to the café for display purposes. • Organized a campaign for Mother's Day; gave out tulips to mothers with coupons attached to the stems. The coupons - designed by me - entitled the receiver a 10% discount on their next dine-in at the café. The purpose was to create a recurring customer base. • Drafted a press release for the usage of Epicure in their magazine. • Managed the café's anniversary event. • Corresponded with Annalisa Burgos of Channel NewsAsia to have 'I am...' featured on First Look Asia: http://www.channelnewsasia.com/tv/tvshows/firstlook/fans-of-halal-eateries/1281626.html • Got the café to participate in Caféfest Singapore 2014 and was given the opportunity to work alongside event organizers - Sarah Lek and Gabriel Tan - from TGLS (Tell Great Little Stories) Pte Ltd. Was heavily involved in the project from the beginning; corresponding with event organizers, giving inputs for the event, coming up with menu items, viewing of booth as well as compiling of documents and licenses.

Singapore Armed Forces (SAF)Administrative Support Assistant

Nov. 2011 - Nov. 2013Monitored the leave and absences as well as updated the background information of more than 300 servicemen with the combined use of SAP Netweaver, Microsoft Office and Open Office software. Managed the welfare of the servicemen through handing out newborn gift hampers, hospital hampers, wreaths as well as keeping track of every serviceman's years of service. Took on adhoc projects such as designing the unit t-shirt with the use of Adobe Illustrator.

StarbucksBarista

Jan. 2009 - Jun. 2011SingaporeLearnt the techniques of upselling and improved on communication skills, helping to reach a sales target of $6000 every weekday and up to $8000 during weekends and public holiday. Due to this, I was often assigned to be at the Point-of-Sale (POS) Counter for my shifts. Was required to deliver the utmost best in customer service so as to increase a recurring customer base; I often recall the names and orders of our returning customers, which helped in expediting the line and reducing the waiting time for other customers.