Shah Alam, Selangor, Malaysia
I’ve spent the last 15 years "collecting experience badges" across industries and continents. My focus has always been the same: Excellence in Engagement. I tend to look at things through a different lens than most. I don’t just see digital channels; I see the human behavior behind them. My job is to take a sophisticated global strategy—the kind often left in an ivory tower—and make sure it actually works for the person on the ground. Whether I’m navigating a crisis or leading a rapid digital rollout, I focus on removing friction. I believe that if the execution isn’t as simple as a good conversation, the strategy isn't finished.
I joined Novugen to lead our digital evolution, with a focus on one core principle: Excellence in Engagement. After 15+ years of solving for the user across various industries, I am responsible for ensuring our digital touchpoints are as sophisticated as our science, yet as simple as a good conversation. My goal is to remove the friction between a big idea and the person on the other side, making complex engagement feel seamless.
Leveraging proven expertise in Digital Transformation and Business Simplification to deliver immediate, impactful results for short-term projects and contracts. I thrive on translating complicated initial challenges into clear, executable technical and operational roadmaps. What I Bring: 1. Strategic Clarity -> Quickly diagnose digital pain points and define pragmatic solutions that drive straegic ROI. 2. Operational Synthesis -> Leverage strong knowledge of enterprise governance and process scaling (ex-FMCG) combined with hands-on, agile learning from independent ventures. This provides a holistic view of how to optimize operations and technology from both large-scale and lean perspectives. Immediate Availability: Open to new freelace engagements, advisory roles, and full-time opportunities where transformation is a top priority.
International Life Transition, Applied Skill Development, and Commercial Exploration Global Transition & Re-establishment: Managed the significant transition of closing my professional and personal life chapter in London, UK, and re-establishing my life and network in Kuala Lumpur, Malaysia. This required demonstrating strong planning, resource management, and adaptability—core skills for navigating complex transformations. Commercial Application & New Revenue Streams: Used this time to actively apply my professional expertise and test entrepreneurial viability: E-commerce: Applied Digital Transformation principles and commercial know-how to build and operate an independent e-commerce venture, reinforcing skills in digital strategy, logistics optimization, and online sales. (Doing what I'm good at). Travel Agency & Design: Explored opportunities in the travel sector to turn a personal passion into a revenue stream, gaining practical experience in commission-based sales, customer experience design, and market validation. (Exploring what I love). This period was a deliberate sabbatical for personal reconnection, combined with hands-on, practical learning in lean business strategy and market testing.
Responsibilities include driving digital transformation and enhancing engagement with healthcare professionals. Required to utilise digital media to increase awareness and optimise marketing campaigns. Achievements Include: •Successfully drove digital transformation in the Global Medical Channel as part of the Medical Channel Capability Centre to accelerate and enhance engagement with Healthcare Professionals (HCPs). •Utilised specialised digital media to increase awareness of scientific and relevant topics for specific HCP, resulting in a 3x increase in leads. •Tested and optimised various creative assets in digital marketing campaigns to increase brand awareness among specific HCP segments, resulting in an 82% increase in organic searches. •With limited access to HCP in-person, collaborated with the marketing team to launch a successful digital marketing campaign using smart ads that increased engagements by 2x compared to benchmarks. •Further optimised the campaigns on highly engaged HCPs' segmentation interested in elevating their knowledge in scientific topics. •Launched the Mead Johnson Nutrition Institute Science Hub to continuously engage with HCP through scientific education programmes.
Responsibilities included developing CRM and CARE strategies to enhance consumer engagement and loyalty. Required to deliver strategic frameworks and improve internal capabilities. Achievements Included: •Effectively developed global CRM and CARE toolkits and playbooks to drive digital marketing, CRM strategies, and loyalty transformation. •Delivered the CARE Strategy framework and localised activation plans for specific markets, over-delivering lead generation targets by 10% and improving CPA by 20%. •Improved email engagement rates by 10% by applying best-in-class learning. •Drove and improved internal capability building on the CARE model through the launch of e-learning modules, capturing success stories that link back to the model. •Set up the Global CRM and CARE golden metrics performance dashboard with standardised performance measurement metrics across all countries.
Responsibilities included leading digital marketing and CRM initiatives across Malaysia, Singapore, and Brunei. Required to manage a team and execute successful marketing campaigns. Achievements Included: •Successfully led change management for Digital Marketing, CRM, and Consumer Care Services Centre, transforming the existing team to focus on long-term business goals. •Managed a team of 30 marketing professionals to ensure successful execution of a brand Superior campaign, achieving +4.3% Ad Recall and +5.1% Purchase Intent. •Overdelivered lead generation target by 20% and optimised CPL by 20%. •Refreshed the CRM programme and ran a CRM member conversion campaign that drove MYR 500k in sales on D2C in five days. •Led a CRM sampling campaign that resulted in a 16% conversion rate of new users for the brand. •Actively managed crisis and issue management for Reckitt Malaysia and Singapore, including the Enfalac S1 counterfeit crisis in December 2017. •Drove the recovery plan by actively engaging with the Enfagrow Supermoms club to drive positive share of voice for the Enfabrand, drowning out the negative sentiments by 90%.
• Spearheaded digital innovation at Nestlé Malaysia by executing creative content strategies on digital platforms to drive consumer engagement and increase purchase intent. • Identified new business opportunities through trendspotting and leveraged partnerships with Google and Facebook to enhance brand visibility. • Personalized consumer experiences through data-driven insights to optimize marketing strategies and drive revenue growth.
Working with Global eCommerce Acceleration Team to launch a standardized Global eContent Standards & Guidelines 2.0 for Nestlé. At the same time coordinate with various Nestlé brands (NESCAFE, COFFEE MATE, NESQUIK, MOVENPICK, SPECIAL.T, NESCAFE DOLCE GUSTO, MILO, DAIRY) at Nestle HQ and Nestle Markets to develop eContent and capability building. Achievements 1. Coordinate with all Strategic Business Units (MILO, Coffee Mate, Special.T, Nestlé OMEGA PLUS, Nestlé BEAR BRAND, Movenpick, Nestlé Pure Life, Nesquik, Haagen Dazs, Kitkat, Nescafe Dolce Gusto and Nescafe 2.0) across about 30 Nestlé countries. Kick-start the eContent activation project following gap analysis, action plan workshop, developing eContent assets and finally delivering eContent playbook. 2. Completed eContent plug and play playbook for all Kitkat, Nescafe, Nescafe Dolce Gusto, Nestlé Omega Plus, Nestlé Bear Brand, Nesquik and Special.T for all markets. Conducted training and launch communication to all Nestlé markets. 3. Developed and launched Global eContent Standards & Guidelines 2.0 and eContent How to Get Started guide for all markets. Conducted training and launch communication to all Nestlé markets. 4. Continuous communication to compile and share best practices case studies of various markets eContent implementation on eRetailers.
Joined Global Digital Acceleration Team young leadership program with the mission to drive accelerated change in Nestlé from above market working on numerous projects with different Strategic Business Units. The program includes Reverse Mentorship session to influence the Executive Board Members of Nestlé with the fast changes in Digital. Achievements 1.Assigned as DAT lead for B-NHW (Nutrition Health & Wellness) SBU (Strategic Business Unit) to work on 2 key projects: i. Early Trend Spotting project and ii. B-NHW Healthy Kids & Family Knowledge. 2. Developed a proposal on Global Digital Strategy for NIDO Brand 3. Developed a proposal on eCommerce business model for Sub Saharan Africa project focusing on Nigeria. 4. Special.T eCommerce project: Developed Global Digital Ecosystem communication strategy to launch Special.T products on Amazon for new markets. 5. Led in Technology & Innovations to showcase new technologies that enhances shopper and consumer lives. Launched 4 exhibition focusing on Petcare, Infant Nutrition, Healthcare, Food and Beverages. 6. Conducted a ideation hack session with Nestlé Professionals Beverage Center: Identifying 3 streams of business opportunities out of home leveraging on connected beverage vending machines to better improve efficiency and accuracy of data. 7. Reverse Mentorship to accelerate Digital knowledge from within the organization for Peter Vogt, Global Head of Human Resource (Executive Board Member of Nestlé) and Michael Briner, Zone AOA Management.