Marketing Executive

• Apr 2023 - Present

Data Scientist / Project Manager

• Jan 2023 - Mar 2023

Short term contract to launch and pilot marketing-related projects for PETRONAS Downstream. Short term contract to launch and pilot marketing-related projects for PETRONAS Downstream.

Brand Manager, Performance Coatings

• Oct 2021 - Jul 2022

• Initiate and implement campaigns, launches, innovations or similar based on market analysis, competitor monitoring and customer insight within assigned area of responsibility • Drive segment, category, brand, product or solution performance and leverage business potential through projects and processes in cooperation with other functions • Ensure that the necessary marketing vehicles (products, systems and marketing material) are in place • Generate marketing deliverables (insight, business case, key selling arguments and communication package) • Drive the Category innovation strategy by identifying consumer insights and prepare Innovation concepts in cooperation with the Innovation Manager • Responsible to grow category and brand with the support from region, local sales, technical, supply chain and customer network to achieve agreed financial results and market share. • Develop and maintain local assortment and identify market needs, closely coordinate with different functions to increase market shares and profitability. • Coordinate and assist in devising the strategies, plan, budget etc. in order to achieve the company’s objective and targets. • Responsible for new product launches, implementations by working closely with local and regional marketing team in order to drive the success of new innovations. • Develop and implement proper pricing and product management strategies by analyzing market information and working closely with Sales team in order to increase in sales and market share in the responsible geographical area. • Being able to match Jotun product portfolio to our target markets, identifying the gaps and deciding on corrective action or products needed, matching these needs with correct innovations. Show less

Senior Executive (Brand Strategy & Performance) , Downstream Business

• Oct 2018 - Oct 2021

• Managed brand communication portfolio across 10 different subsidiaries in PETRONAS Downstream business • Enforced PETRONAS Brand Guidelines & Framework at Downstream level to ensure consistent brand messaging which increased PETRONAS Governance Strength Index to 75% in 2019.• Developed Trademarking Work Process for the entire Downstream business which reduced trademark management costs and duration by 50% across PETRONAS Downstream • Produced and implemented internal brand cascade strategy which improved internal brand awareness on PETRONAS’ new brand positioning and improved Brand Strength Index to 86.3 in 2020.• Developed brand strategies that focused on extending, revitalizing and reinforcing existing brands to retain brand resonance while also implementing brand marketing programs through integrated marketing communications and brand associations to build brand equity for PETRONAS.• Conducted periodic competitor analysis to keep track of competitive landscape to help determine PETRONAS' performance to ensure that the decision-making process in marketing campaigns are always data driven for maximum impact• Analysed brand performance and identified marketing activity optimisation opportunities resulting in the reallocation of £100,000 of marketing spend that increased marketing effectiveness by 30%• Appointed as project manager to develop and implement brand migration strategies for newly acquired Joint Ventures resulting in savings up to £50,000 by reducing reliance on external consultants Show less

Marketing Executive (Business Analyst), PETRONAS Retail

• Dec 2017 - Oct 2018

Part of a new division within the Marketing department of PETRONAS Dagangan Berhad that is in charge of:• Centralizing internal and external data in various formats to provide commercial performance monitoring and reporting for data-driven decision making• Analysing and generating insights from data to ensure senior management have accurate and actionable information at the right time• Driving big data analytics agenda for PETRONAS Retail environment through data science marketing tactics (e.g customer segmentation, predictive customer trends) that reduced overall marketing spend by 50% while increasing campaign effectiveness by 40%My Highlight Roles Are:1. Targeted Marketing - in charge of ensuring Targeted Marketing efforts with different use-cases are carried out and Go-to-Market (GtM) process is smooth2. Produced a price-sensitivity model from the ground-up utilizing various data science techniques such as k-means clustering and regression modelling3. Drafted and produced a simple dashboard for Market Basket Analysis (MBA) on Tableau to monitor sales of bundles that were suggested by a MBA model Show less

Social Media Executive Intern

• Jun 2015 - Aug 2015

As a social media executive intern, I worked directly under a social media specialist who guided me on how to utilise social media effectively for advertising purposes. Through my time in Leo Burnett, my internship required me to: ● Onboard, manage and develop multiple social media platforms of various clients. ● Developed and oversaw the establishment of the social media presence of a brand new client. Focusing on innovative events and campaigns to drive foot and digital traffic towards the client. ● Collaborated with the Creative department of the agency to guide and create engageable content to increase the client’s social media presence. ● Worked hand in hand with colleagues in the department to plan, execute, and analyse social media campaigns. ● Creatively applied knowledge of social media marketing techniques from the United Kingdom market and incorporated it with local Malaysian trends to create events that were new but still catered to local preferences. ● Built and developed agency-client relationships, and ensure that exceptional service is maintained throughout all aspects of the business. ● Developed and worked on many strategic decks that were pitched to clients. Show less

Society President

• Mar 2014 - Mar 2015

● In charge of ensuring the welfare of all Malaysian students residing in Scotland ● Successfully organized various intellectual talks and public discussions that assisted Malaysian students studying abroad to keep abreast with issues that were ongoing in Malaysia. ● Successfully chaired and organized a team of 4 different Malaysian societies throughout Scotland in planning Colours of Malaysia, an annual cultural showcase which attracted 1200 people to attend from all over Scotland. Duties included corresponding with the venue managers throughout set up, marketing efforts within the Edinburgh and Scotland community, organizing performers and food providers. ● Displayed comfort with cross-cultural communication and adapting communication methods to suit various level of English comprehension. ● Served as regional head of Scotland and pushed for more activities to be conducted in the Scottish regions. Additionally, strived for more funding to the Scottish regions that help smoothen collaborative processes across Malaysian societies in Scotland. Show less

Internship

• Jun 2014 - Aug 2014

Foodpanda is a global online food delivery marketplace, headquartered in Berlin, Germany. As of today, they operate in more than 40 countries, on four different continents. They have over 580 partner restaurants throughout Malaysia including TGI Fridays, Chatime, Starbucks, Din Tai Fung, Wendy's among other restaurants. My responsibilities include: ● Resolving customer enquiries by phone or email and worked within each individual city team to generate discussion for solutions to customer-related problems. ● Troubleshoot all delivery and restaurant-related issues to ensure customers always receive a superior brand experience. ● Managed and developed the social media presence of foodpanda.my in their startup stage. ● Liaised with Rocket Internet central data analysis team to measure effectiveness of the outreach of social media activities which were carried out through Facebook, Twitter, Instagram and Wechat. ● Managed and planned launch of the rebranded foodpanda.my second anniversary. Additionally, created powerpoints to guide general public on usage of foodpanda mobile app. ● Collaborated with restaurants to create a more enticing web menu and promotions to increase sales. Show less

Student Representative

• Jul 2013 - Aug 2014

EYE Project is an organization that intends to enhance the youth eco-system in encouraging a higher degree of collaboration and networking between youth of similar interests and passion My responsibilities include: • Oversaw and assisted with the setting up of the C-17 council and the Youth for Integrity Initiative that is supported by the Ministry of Education and the Malaysian Anti Corruption Agency. • Created social media marketing material for Malaysian Student Leadership Symposium 2013 and 2014. Helped with the organization of MSLS 2014 and leaded a team of 20 student volunteers. • Conducted research about social media marketing techniques and applying them to proposals to ensure that EYE Project and its partners remains on the forefront of social media marketing trends. • Curated, shot and edited multiple promotional videos for projects undertaken by EYE. Show less

Waiter (Part Time)

• Sep 2010 - Dec 2012