Selangor, Malaysia
I’m a strategy-minded marketing professional with 19+ years of experience spanning traditional media, digital transformation, and e-commerce across Asia. Starting in consumer insights and brand communication, I evolved into digital marketing and later led regional strategies across tech, tourism, and agency environments. My strength lies in connecting the dots — between data, people, and business — to craft solutions that drive both growth and meaning. I lead with empathy and systems thinking, whether optimizing CRM journeys, driving CRO, or aligning cross-functional teams. I’m passionate about marketing that inspires action, solves real problems, and creates long-term value.
Represented the Korea Tourism Government in Malaysia, leading 𝗼𝘂𝘁𝗯𝗼𝘂𝗻𝗱 𝗺𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 initiatives to 𝗴𝗿𝗼𝘄 𝗠𝗮𝗹𝗮𝘆𝘀𝗶𝗮𝗻 𝘁𝗼𝘂𝗿𝗶𝘀𝗺 𝘁𝗼 𝗞𝗼𝗿𝗲𝗮. Built partnerships between Korean delegates and key Malaysian travel industry leaders — including 𝗮𝗶𝗿𝗹𝗶𝗻𝗲𝘀, 𝘁𝗿𝗮𝘃𝗲𝗹 𝗮𝗴𝗲𝗻𝘁𝘀, 𝗮𝗻𝗱 𝗺𝗮𝗿𝗸𝗲𝘁 𝗱𝗶𝘀𝘁𝗿𝗶𝗯𝘂𝘁𝗼𝗿𝘀 - to develop collaborative campaigns and strengthen tourism trade relationships. Researched and 𝗶𝗱𝗲𝗻𝘁𝗶𝗳𝗶𝗲𝗱 𝗻𝗲𝘄 𝗺𝗮𝗿𝗸𝗲𝘁 𝗱𝗲𝗺𝗮𝗻𝗱𝘀, producing targeted marketing materials and business partner resources for product development. Developed and executed integrated marketing communication plans spanning 𝗺𝗲𝗱𝗶𝗮 𝗿𝗲𝗹𝗮𝘁𝗶𝗼𝗻𝘀, 𝗼𝗻𝗹𝗶𝗻𝗲 𝗺𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴, 𝗲𝘃𝗲𝗻𝘁𝘀, 𝗮𝗻𝗱 𝘁𝗿𝗮𝘃𝗲𝗹 𝗳𝗮𝗶𝗿𝘀 to acquire potential travelers and enhance brand value. Managed high-visibility campaigns, ensuring alignment from strategy through execution. 𝗞𝗲𝘆 𝗖𝗮𝗺𝗽𝗮𝗶𝗴𝗻𝘀: # Busan New Route Launch with AirAsia X # Brand collaborations with Astro and Media Prima # Korean Delegates campaigns for Medical Tourism, MICE Tourism, Leisure Market, Hallyu Tourism # K-Festival event and travel fairs across Malaysia 𝗔𝗰𝗵𝗶𝗲𝘃𝗲𝗺𝗲𝗻𝘁𝘀: # Strengthened Korea’s tourism brand presence in the Malaysian market through integrated campaigns combining digital, media, and on-ground activations. # 𝗜𝗻𝗰𝗿𝗲𝗮𝘀𝗲𝗱 𝗙𝗜𝗧 (𝗙𝗿𝗲𝗲 𝗜𝗻𝗱𝗲𝗽𝗲𝗻𝗱𝗲𝗻𝘁 𝗧𝗿𝗮𝘃𝗲𝗹𝗹𝗲𝗿) 𝘀𝗲𝗴𝗺𝗲𝗻𝘁 𝗳𝗿𝗼𝗺 𝟮𝟬% 𝘁𝗼 𝟱𝟬%, scaling outbound traffic to Korea by providing more resources and tailored materials for travelers. # Expanded collaboration with provincial tourism boards in Korea, creating more business opportunities for Malaysian travel agents and equipping them with resources to grow Korea’s tourism market share. # Increased market penetration by hosting familiarisation trips for Malaysian media and travel partners, generating new travel packages and destination content.
Driving CompAsia’s regional online retail by optimizing the digital customer journey, conversion performance, and CRM personalization across Malaysia, Singapore, Philippine and Thailand markets. My work bridges customer insights, product direction, and cross-functional strategy to drive sustainable e-commerce growth. I work closely with the team to generate market insights and actionable, data-driven analysis that equips stakeholders with a clear view of opportunities and challenges before I propose strategies in 𝗖𝗥𝗠 𝗮𝗻𝗱 𝗖𝗥𝗢. As 𝗣𝗿𝗼𝗱𝘂𝗰𝘁 𝗢𝘄𝗻𝗲𝗿, I define and prioritize the online retail roadmap using these insights and business objectives to guide strategic direction, ensuring alignment with senior stakeholders and cross-functional teams. In addition to my product ownership responsibilities, I also act as 𝗣𝗿𝗼𝗷𝗲𝗰𝘁 𝗢𝘄𝗻𝗲𝗿 for strategic initiatives sponsored by high-level stakeholders - pioneering new projects, setting strategies, and ensuring timelines are clearly defined and met. I 𝗰𝗼𝗹𝗹𝗮𝗯𝗼𝗿𝗮𝘁𝗲 𝘄𝗶𝘁𝗵 𝘁𝗵𝗲 𝗦𝗰𝗿𝘂𝗺 𝗠𝗮𝘀𝘁𝗲𝗿 to align sprint planning with strategic initiatives, ensuring team efforts focus on high-impact outcomes. From spearheading 𝗖𝗥𝗢 𝗮𝗻𝗱 𝗨𝗫/𝗖𝗫 𝘀𝘁𝗿𝗮𝘁𝗲𝗴𝗶𝗲𝘀 that improve performance for both new and returning customers, to leading CRM journey planning through UI/UX alignment, behavioral segmentation, and EDM strategies, I ensure every touchpoint reflects our brand promise. By integrating content, product, and promotional strategies, I maintain brand messaging consistency while fostering customer trust and loyalty across the region.
Built and scaled CompAsia’s regional e-commerce 𝗱𝗶𝗴𝗶𝘁𝗮𝗹 𝗺𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝘀𝘁𝗿𝗮𝘁𝗲𝗴𝘆 across Malaysia, Singapore, Philippine and Thailand markets, integrating digital campaigns, channel performance, and customer insights to strengthen brand presence, market visibility, and audience engagement. Acted as 𝗣𝗿𝗼𝗷𝗲𝗰𝘁 𝗢𝘄𝗻𝗲𝗿 to lead thematic campaigns, bringing together the creative team to help stakeholders scale communication strategies that 𝗱𝗿𝗶𝘃𝗲 𝗮𝘄𝗮𝗿𝗲𝗻𝗲𝘀𝘀, 𝗲𝗻𝗴𝗮𝗴𝗲𝗺𝗲𝗻𝘁, 𝗮𝗻𝗱 𝗰𝗼𝗻𝘃𝗲𝗿𝘀𝗶𝗼𝗻. Ensured a seamless brand message across every touchpoint, from initial awareness to the conversion funnel. Oversaw 𝗯𝘂𝗱𝗴𝗲𝘁 𝗽𝗹𝗮𝗻𝗻𝗶𝗻𝗴 𝗮𝗻𝗱 𝗥𝗢𝗜 𝗺𝗼𝗻𝗶𝘁𝗼𝗿𝗶𝗻𝗴 for the e-commerce unit, optimising performance-to-spend efficiency while ensuring campaigns delivered measurable results. Conducted prior analysis and planning to identify the most effective and cost-efficient mix of 𝗺𝗲𝗱𝗶𝗮, 𝗯𝗿𝗮𝗻𝗱𝗲𝗱 𝗰𝗼𝗻𝘁𝗲𝗻𝘁, 𝗮𝗻𝗱 𝗶𝗻𝗳𝗹𝘂𝗲𝗻𝗰𝗲𝗿 𝗮𝗰𝘁𝗶𝘃𝗮𝘁𝗶𝗼𝗻𝘀 - maximizing value and campaign impact. Performed 𝗰𝗮𝗺𝗽𝗮𝗶𝗴𝗻 𝗽𝗲𝗿𝗳𝗼𝗿𝗺𝗮𝗻𝗰𝗲 𝗮𝗻𝗮𝗹𝘆𝘀𝗶𝘀 across all channels, merging results with sales conversion data to create actionable insights. Applied these learnings to refine strategies for future campaigns, driving continual improvement in marketing performance.
Managed the marketing communications department for one of the world’s leading institutions in Chinese Metaphysical studies. Developed and executed𝘀𝘁𝗿𝗮𝘁𝗲𝗴𝗶𝗰 𝗺𝗲𝗱𝗶𝗮 𝗽𝗹𝗮𝗻𝘀 𝘁𝗼 𝗲𝗻𝗵𝗮𝗻𝗰𝗲 𝘁𝗵𝗲 𝗽𝘂𝗯𝗹𝗶𝗰 𝗽𝗿𝗼𝗳𝗶𝗹𝗲 𝗼𝗳 𝗝𝗼𝗲𝘆 𝗬𝗮𝗽 𝗮𝗻𝗱 𝗠𝗮𝘀𝘁𝗲𝗿𝘆 𝗔𝗰𝗮𝗱𝗲𝗺𝘆, building brand affinity through 𝗧𝗩, 𝗽𝗿𝗶𝗻𝘁, 𝗮𝗻𝗱 𝗿𝗮𝗱𝗶𝗼 𝗰𝗵𝗮𝗻𝗻𝗲𝗹𝘀. Increased brand visibility by generating high-value media coverage without paid placements, creating strong editorial appeal through targeted storytelling. 𝗥𝗲𝗳𝗿𝗮𝗺𝗲𝗱 𝘁𝗵𝗲 𝗽𝘂𝗯𝗹𝗶𝗰 𝗽𝗲𝗿𝗰𝗲𝗽𝘁𝗶𝗼𝗻 𝗼𝗳 𝗖𝗵𝗶𝗻𝗲𝘀𝗲 𝗠𝗲𝘁𝗮𝗽𝗵𝘆𝘀𝗶𝗰𝘀 𝗳𝗿𝗼𝗺 𝘀𝘂𝗽𝗲𝗿𝘀𝘁𝗶𝘁𝗶𝗼𝗻 𝘁𝗼 𝗮 𝗽𝗿𝗮𝗰𝘁𝗶𝗰𝗮𝗹, logic-based discipline by presenting relatable, real-life applications through media narratives. Built and persuaded media partnerships to publish educational content that reached audiences via print, radio, and TV, enhancing credibility and reach. 𝗦𝘁𝗿𝗲𝗻𝗴𝘁𝗵𝗲𝗻𝗲𝗱 𝗺𝗲𝗱𝗶𝗮 𝗿𝗲𝗹𝗮𝘁𝗶𝗼𝗻𝘀𝗵𝗶𝗽𝘀 by producing write-ups, coordinating interviews, and collaborating on event participation to drive visibility and engagement. Generated new market interest by identifying and securing opportunities with media partners. In addition to core responsibilities, took on 𝘀𝗮𝗹𝗲𝘀 𝗮𝗰𝗾𝘂𝗶𝘀𝗶𝘁𝗶𝗼𝗻 roles within the Student Services Department and Business Development, driving enrolments, identifying new business opportunities, and fostering partnerships to expand the reach of programs and products.
Led operations and company culture in a 𝗱𝗮𝘁𝗮-𝗱𝗿𝗶𝘃𝗲𝗻 𝗮𝗻𝗱 𝗶𝗻𝘁𝗲𝗴𝗿𝗮𝘁𝗲𝗱 𝗱𝗶𝗴𝗶𝘁𝗮𝗹 𝗺𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝗮𝗴𝗲𝗻𝗰𝘆, combining marketing insights, big data technology, performance marketing, and creative solutions to deliver measurable client results. Grew the team from 4 to 50 since 2015 while driving operational excellence and strategic direction. Helped clients transition from traditional marketing to digital marketing strategies by integrating performance marketing, creative campaigns, and data-driven insights. Worked closely with the tech team to pioneer Adqlo, an 𝗶𝗻-𝗵𝗼𝘂𝘀𝗲 𝗱𝗶𝗴𝗶𝘁𝗮𝗹 𝗺𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝗮𝗻𝗮𝗹𝘆𝘁𝗶𝗰𝘀 𝘁𝗼𝗼𝗹 (covering Social Media Analytics, Sales Analytics, Operation Analytics, Customer Analytics, and BI for industries), enabling real-time, actionable decision-making. Developed tailored social and sales metrics from client performance data to track conversion funnel improvements, campaign effectiveness, and cost efficiency. 𝗞𝗲𝘆 𝗖𝗹𝗶𝗲𝗻𝘁𝘀: Shiseido Group, Secret Recipe Group, Rakuten Trade, Pizza Hut Thailand, Abbott Pediasure, Clarins, Korea Tourism Organisation, Spritzer, Hoe Pharmaceuticals Group, Zuellig Pharma Group. 𝗔𝗰𝗵𝗶𝗲𝘃𝗲𝗺𝗲𝗻𝘁𝘀: 🏆𝗠𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝗘𝘅𝗰𝗲𝗹𝗹𝗲𝗻𝗰𝗲 𝗔𝘄𝗮𝗿𝗱𝘀 # Gold & Bronze – Data-Driven Marketing # Silver – Performance Marketing # Gold – Search Marketing # Bronze – Marketing Transformation # Bronze – Advertising Marketing # Bronze – Female Audience 🏆𝗔𝗴𝗲𝗻𝗰𝘆 𝗼𝗳 𝘁𝗵𝗲 𝗬𝗲𝗮𝗿 𝗔𝘄𝗮𝗿𝗱𝘀: # Silver – Integrated Marketing Agency of the Year # Silver – Analytics Agency of the Year # Local Hero – Market Research Agency of the Year # Local Hero – Content Agency of the Year # Silver – Content Agency of the Year
Delivered marketing solutions that transitioned both the agency and its clients from offline to online strategies, combining 𝗰𝗼𝗻𝘁𝗲𝗻𝘁 𝗺𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴, 𝘄𝗲𝗯𝘀𝗶𝘁𝗲 𝗱𝗲𝘃𝗲𝗹𝗼𝗽𝗺𝗲𝗻𝘁, 𝗮𝗻𝗱 𝗱𝗮𝘁𝗮-𝗱𝗿𝗶𝘃𝗲𝗻 𝗽𝗹𝗮𝗻𝗻𝗶𝗻𝗴 to enhance brand presence and campaign ROI. Designed and executed 𝗰𝗼𝗻𝘁𝗲𝗻𝘁 𝗵𝘂𝗯 𝗺𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝘀𝘁𝗿𝗮𝘁𝗲𝗴𝗶𝗲𝘀 integrated with social media and digital channels. Oversaw the development and launch of multiple 𝗰𝗹𝗶𝗲𝗻𝘁 𝘄𝗲𝗯𝘀𝗶𝘁𝗲𝘀, ensuring they were aligned with brand goals and optimized for performance. 𝗗𝗲𝘃𝗲𝗹𝗼𝗽𝗲𝗱 𝗮𝗻𝗱 𝗺𝗼𝗻𝗶𝘁𝗼𝗿𝗲𝗱 𝗱𝗶𝗴𝗶𝘁𝗮𝗹 𝗮𝗱𝘃𝗲𝗿𝘁𝗶𝘀𝗶𝗻𝗴 𝘀𝘁𝗿𝗮𝘁𝗲𝗴𝗶𝗲𝘀 to support targeted, insight-led execution. Managed end-to-end campaign performance, analyzing results and refining tactics to maximize engagement and returns. Built analytics frameworks to track marketing performance and inform future strategies.