Petaling Jaya, Selangor, Malaysia
Been in the Heineken system since 2016, joining the Innovation team and have since moved through the ranks, progressing into both brand and trade marketing. Prior to joining Heineken, spent 4 years in Consumer Insights with agencies. Work approach is based on facts & logic - firm believer that 'numbers do not lie' and that 'over-analysis is paralysis' - the key is to efficiently interpret insights and translating it into action; without losing sight of the big picture. On a personal level, my life revolves around my family, cats, cars, food and travel (for food).
Responsible for the trade marketing of our award-winning brands (Heineken, Tiger, Guinness, Tiger Crystal, Edelweiss, Anchor, Apple Fox, Kilkenny, Anglia, Malta, Heineken 0.0) across both the On-trade and Off-trade. Building Winning Channels every step of the way. Leading a team of 30 fine individuals.
Channel lead for the On-Trade channel (Modern On-trade and Traditional On-trade) in totality, covering the entire company portfolio including Heineken, Tiger, Guinness, Edelweiss, Apple Fox Cider etc. Key responsibilities: - Overall channel strategy; including but not limited to business assessment, identifying key focus areas, opportunities and jobs-to-be-done in line with organization objectives. - Developing/optimizing key enablers to drive overall channel growth eg. PICOS, outlet segmentation and classification on the back of consumer and customer insights/drivers. - Overall On-trade activity calendar across brands. - Overall financials and budgets. - Managing a team of managers and assistant managers.
Primarily responsible for all consumer product testing, concept testing and U&A studies for Nestle. I oversee the entire lifespan of a project - from proposal writing right up to reporting & presentation. Client-servicing and project management remains a major part of my day-to-day work.
Millward Brown is a research based consultancy firm specializing in helping clients grow great brands. Key areas of focus include but are not limited to advertising, marketing communications evaluation and brand equity research. Key tools that I have worked on include brand health tracking (inclusive of communications tracking), copy-testing, conjoint study as well as product testing. Notable clients: Nestle (Confectionary, Health Food Drinks, Infant Formula, Filled Milk Powder), Maxis (Telecommunication), Kimberley-Clark (Hand Towels, Baby Diapers), Petronas, Castrol (Engine Oil), Wyeth Nutrition (Infant Formula), Inbisco (Coffee Mixes). - Project Management: In-charge of monitoring the statuses of projects, ensuring that project milestones are met and fulfilled with the end goal of delivering the final product to the client as per the agreed timeline. - Client Servicing: Job scope includes facing clients on a regular basis, establishing rapport, building healthy relationships and ensuring that the needs and requests of clients are dealt with in a timely manner. - Analysis and Reporting: Generating reports (quarterly/trimester/ad-hoc) with a clear story/good flow based on data collected. The primary focus is to provide clear actionable insights/recommendations to the client based on the data collected.