Upper Ferntree Gully, Victoria, Australia
Strategic marketing and growth leader with 28 years’ experience across financial services and digital businesses in Asia-Pacific, now based in Melbourne and focused on helping Australian organisations grow, retain and better engage their customers. Most of my career was spent with RHB Investment Bank, where I progressed through three senior roles to Deputy Director, leading retail equities and futures marketing across 7 APAC markets. There I directed 100+ multi‑channel campaigns and events per year, improved engagements and conversion substantially, and helped business units achieve top 5 market share in consecutive years and win more than 15 industry awards. I specialise in: - Multi‑channel digital marketing (Google Ads, Meta, Facebook Groups, LinkedIn, Digital & In-person Events, and email automation) - CRM and lifecycle marketing that lifts engagement and reduces churn - Data‑driven optimisation (GA4, CPA, funnel conversion, ROI) - Market and competitor analysis to shape growth and go‑to‑market strategies - Building and nurturing communities, both digital and in‑person Since relocating, I have been intentional about integrating into the Australian market. Recent local experience includes: - Study Australia Industry Experience Program (SAIEP): consulting on a growth strategy project for Future Wellness Group with a multi‑university team, earning positive client feedback and Australian Government certificate recognition. - Community and digital engagement at Crossway Baptist Church in Burwood East, co‑leading a parenting‑focused life group and hosting online services for a diverse Melbourne congregation. What I bring to Melbourne employers: - Boardroom‑level strategic thinking combined with hands‑on execution - A track record of growing revenue and market share in competitive, regulated environments - Comfort working across cultures and markets, and translating complex ideas into clear, engaging communication - A collaborative, relationship‑driven approach with Sales, Product, Compliance, Technology and community stakeholders I am open to Melbourne‑based roles such as: - Head/Director/Manager of Marketing or Growth - Digital Marketing / Performance Marketing lead - Customer, Member or Community Growth & Engagement - Strategy, Partnerships or Go‑to‑Market roles in financial services, fintech, education, NFP or values‑aligned organisations If your team is looking for someone who can quickly understand your market, bring structure to growth, and deliver measurable outcomes, I would be glad to connect and explore how I can add value.
Study Australia Industry Experience Program (SAIEP) – Consultant, RMIT Future Wellness Group Holdings Pty Ltd | Australian Government–Supported Program Nov 2025 | Remote/Melbourne/Sydney/Brisbane Selected to represent RMIT University within an elite 7-member, multi-university consulting team (RMIT, University of Sydney, La Trobe University, University of Queensland) delivering a strategic growth engagement for Future Wellness Group Holdings Pty Ltd. Key Contributions: • Conducted market research, competitor analysis, and industry trend mapping to identify high-potential target segments and strategic expansion pathways for long-term scaling • Co-developed data-driven growth strategy recommendations presented directly to Founder/Director Ken Laing, receiving strong client endorsement • Strengthened strategic consulting capabilities including stakeholder engagement, cross-functional teamwork, executive communication, and applied business research • Earned Australian Government certificate recognition for project excellence and contribution to Australia's Industry / Education sector
Leading client relationship management and business development across five Asia Pacific markets, consistently delivering award-winning service and stakeholder engagement. Client Relationship Excellence: Managed relationships with 100K+ retail and institutional clients annually across Malaysia, Singapore, Thailand, Indonesia, and Cambodia. Acted as a trusted advisor, helping clients navigate complex financial services. Recognised with the Hong Kong International Customer Relationship Excellence Innovation Award (2012) for pioneering digital client engagement. Business Development & Events: Orchestrated 100+ investor education programs and stakeholder activities each year, from executive briefings to conferences of 500+ attendees. These initiatives directly contributed to achieving #1 market position (27.5% share) and Best Retail Brokerage Malaysia. Digital Engagement: Spearheaded “RHB Morning Cuppa@8,” a first-in-market live digital platform delivering daily analyst briefings. Scaled the community to 10K+ within 6 months, proving capability to build and sustain online communities at scale. Partnerships: Cultivated strategic relationships with regulators, industry associations, and chambers of commerce across ASEAN. Delivered collaborative outcomes that supported market growth and business development objectives. Cross-Border Leadership: Directed dispersed teams across diverse markets, adapting approaches to local culture and regulation—structured in Singapore/Kuala Lumpur, relationship-driven in Jakarta/Bangkok/Phnom Penh, and agile in Hong Kong. Data-Driven Insights: Tracked performance metrics and client engagement, preparing reports and executive presentations that translated complex information into actionable strategy.
Led digital marketing strategy execution achieving market-leading position in Malaysia's retail equities sector (27.5% market share, average monthly turnover of MYR 20 billion/USD 4.9 billion). Managed cross-functional teams, vendor relationships, and marketing budgets across ASEAN markets. Coordinated integrated campaigns combining digital channels, traditional media, and event marketing to drive business growth and brand visibility. Introduced innovative client engagement programs including Asia's first stock screener based on fundamental and technical analysis, and strategic loyalty partnership with AirAsia BIG rewards program. Key Achievement: Led RHB's digital team to become ASEAN's first investment bank to win Hong Kong's prestigious International Customer Relationship Excellence Innovation Awards for pioneering online investment brokerage (2012).
Developed overall strategy for investment bank's digital delivery channels for retail markets, focusing on online and mobile share trading platforms. Conducted market research, competitive analysis, and strategic planning initiatives supporting executive decision-making. Applied Blue Ocean Strategy frameworks to identify untapped market opportunities and develop business expansion strategies that led to multiple award-winning performances in 2010 across various business units. Prepared business cases, strategic presentations, and corporate strategy documents for senior management review.
Pioneered the formation of a new ISP Business Development team, assembling cross-functional talents and guiding them to achieve organization goals. Accomplishments: Strategic Pricing Transformation: Spearheaded the development of an organization-wide pricing strategy, optimizing the dynamic pricing of voice and broadband products. This initiative enhanced operational efficiency and maximized revenue potential. Centralized Market Intelligence: Created a robust market intelligence information system, centralizing data to facilitate effective management decision-making. This system enabled timely and informed strategic moves. Market Opportunity Analysis: Led the identification and evaluation of market opportunities, translating them into business plans and innovative marketing strategies targeting the broadband access and value-added services markets. Pricing and Market Evolution: Conducted detailed pricing analyses for both retail and wholesale voice products while continuously evaluating the ever-evolving broadband access market. Resulting insights were pivotal in formulating new marketing and pricing strategies.
Strategic Brand Builder: Developed and executed comprehensive integrated marketing communications strategies that significantly elevated brand identities. Integrated above and below-the-line strategies, effectively merging digital marketing with traditional media alongside impactful on-ground events to optimize clients' marketing efforts. Client-Centric Approach: Thoroughly understood clients' business models and product offerings, translating this insight into well-defined marketing blueprints, complete with go-to-market strategies and innovative product positioning techniques. Effective Project Leadership: Coordinated and managed creative and media teams, ensuring that clients' briefs were transformed into results-oriented marketing communication solutions within cost-effective advertising and promotion budgets. Client Portfolio Highlights: • Telecommunications: Maxis Communications Bhd (MAXIS, HOTLINK), Celcom Malaysia Bhd, JARING Wireless (wireless broadband and phone services), REDtone International Bhd, LG Mobile Phones. • FMCG: Guinness Anchor Berhad, Tohtonku (M) Sdn Bhd (Follow-Me products), NTPM Holdings Bhd (Premier, Royal Gold tissue products). • Food Industry: Prima Ltd (Singapore), Khee San Foods Berhad, Kumpulan Guthrie Bhd. • Financial Services: Mobile Money, Citibank Berhad, Tahan Insurance Bhd. • e-business/IT: Accenture Sdn Bhd, Agenda Solutions Sdn Bhd, Open Source Systems Sdn Bhd. • Property: Mutiara Puchong-Malton Bhd, Cheras Vista-Magna Bay Sdn Bhd.