Summary

14 years Marketing Expertise in Telecommunication Industry covering Brand Management, Marketing Segmentation, Product Development, Marketing Communication, Business Strategist with exposure in strong and reputable Malaysia & Indonesia Operator. Experience in producing consumer-based product for reputable brands

As Head Group Brand Manager Personal & Business Celcom Axiata, Malaysia, I responsible to design, brand promise, brand vision, brand position, brand architecture, managing consumer and enterprise product and portfolio to achieve overall business goals for the brand, target numbers (acquisition, revenue growth, profitability) and ensure customer's experience are delivered as promised

Celcom is part of the Axiata Group of Companies, one of the world’s largest telecommunications companies, with close to 230 million customers across 9 Asian markets. Currently the largest mobile broadband and corporate services provider, Celcom is now moving towards integrated multi-access and multimedia services, in line with evolving technologies and consumer behaviour in Malaysia. A culture that places the customer first is reflected in our award-winning customer service, products, and other corporate accolades at a regional level

Work History

Work History
Aug 2015 - Present

Head Group Manager Personal and Business Segment

Celcom Axiata Bhd
  • Managing consumer product, enterprise and SME solution, device bundling, campaign management, retention and strategy planning
  • Responsible over differentiating portfolio with innovative market offerings, and  delivering positive customer experience
  • Responsible for strategic marketing to identify the target segment, product positioning, pricing and packaging
  • Responsible to develop & execute brand promise, brand vision, brand position, brand architecture and achieves overall business goals for First Brand - Brand specifically designed for Postpaid Retail and Business
  • Responsible in brand and product strategy based on in depth analysis over consumer's behaviour, consumer trends, and reports on vitality rates
  • Responsible to design consumer's experience journey in every single life cycle.
  • Analyzes consumer trends and information, and categories to help identify product categories to enter as future sources of growth.
  • Analyzes market, consumer, and competitive information in setting new product pricing and managing price on existing items.
  • Coordinating the team to develops pricing & pack strategies, improved margin mix, trade spending plans and distribution goals in order to meet the target numbers.
Oct 2012 - Aug 2015

Group Brand Manager Migrant & Travelers

Celcom Axiata Berhard
  • Responsible managing brand promise, marketing strategy and product life cycle for Migrant segment, Roaming and Inbound Tourist (Travellers)

  • Managing consumer product for migrant, roaming and inbound tourist, campaign management, retention and strategy planning

  • End-to-end marketing plan and roadmap, lead the communication across organizations, managing delivery of product and ensure innovation of propositions
  • Working closely with Axiata Operators and alliance to launch campaign across countries that benefit both side
  • Responsible over revenue, active subscriber, growth and profitability target, as well to ensure business case assessment achieved the objectives of companies and segment needs
  • Act as product and project manager from obtaining management approval, capture all process and requirements, and ensure governance until delivery of product and communication plan executed to targeted segment.
  • Working closely with technical support, customer experience, pricing, marketing communication, sales, distribution and other related stakeholders
Nov 2008 - Oct 2012

Product Manager Migrant Segment

Celcom Axiata Berhard
  • End-to-end marketing plan and roadmap for migrant segment (mainly prepaid), lead the communication across organizations, managing delivery of product and ensure innovation of propositions
  • Responsible over revenue, active subscriber, growth and profitability target, as well to ensure business case assessment achieved the objectives of companies and segment needs
  • Act as product and project manager from obtaining management approval, capture all process and requirements, and ensure governance until delivery of product and communication plan executed to targeted segment.
  • Working closely with technical support, customer experience, pricing, marketing communication, sales, distribution and other related stakeholders
  • Coordinating the team to develops pricing & pack strategies, improved margin mix, trade spending plans and distribution goals in order to meet the target numbers.
Jan 2008 - Nov 2008

Promotions & Communications Manager

PT. Excelcomindo Pratama
  • Managing promotion and communication for all prepaid and postpaid retail brand.
  • Responsible to plan and monitor implementation of promotion activities within regional sales
  • Monitoring execution of communication strategy, planning and production Above and below the line
  • Managing event promotion in national and regional level
  • Planning and controlling budget advertising and promotion
  • Planning communication content customization base on local language
  • Managing third parties and advertising agencies
  • Planning retention and loyalty program base on brand positioning and segmentation approach
Apr 2006 - Jan 2008

Assistant Manager Promotion and Communication Manager Region

PT. Excelcomindo Pratama Tbk

Achievement:
Win Bali and Lombok regional area as market share no. 1 in respective region

  • Responsible to plan, coordinating and monitor implementation of promotion activities within regional sales
  • Monitoring execution of communication strategy
  • Planning and production Above and below the line includes managing event and consumer engagement promotion in national and regional level
  • Planning and controlling budget advertising and promotion
  • Planning communication content customization base on local language
  • Managing third parties and advertising agencies
  • Planning retention and loyalty program base on brand positioning and segmentation approach
Jun 2001 - Apr 2006

Product Development Specialist

PT. Excelcomindo Pratama

Work with marketing, content and development team to ensure appropriate resolution of service issues upon product launch

Provides products and markets expertise to the front line support teams and to customers.


Responsible to respond quickly and effectively any requests or assistance from front line teams, work directly with customers service to provide additional information, updates, and resolution to issues escalated from the front line, provide training and coaching to front line teams based on needs analysis and front line requests, maintain a high level of knowledge on the product or markets supported; keep up to date on product changes and market trends impacting our customers. 

Take ownership of difficult issues, including service outages and complex data or product problems, analyze various reports and metrics to uncover opportunities for improvement with respect to process, training, and resolver groups, monitor service requests to ensure service level agreements are met.

Skills

Skills

Marketing Communication

Product Development

Business Strategy

Marketing Segmentation

Brand Management

Education

Education
Sep 1997 - Sep 2002

Bachelor Degree

University of Pembangunan Nasional

Economy in Specialization

Recommendations

Stella Cheang Principal Analyst at Celcom Axiata Berhad

A'an is a dynamic brand manager who is bold in her product approach and driven in her marketing plans. She possesses in depth business acumen in prepaid business model ranging from SIM Pack total point of sales costing to Reload incentives. A'an also understand her segment very well. She is an asset to the company.

September 18, 2014, Stella worked directly with A'an at Celcom Axiata Bhd


Shamalah Watumalai Brand Manager, Celcom Axiata Berhad

A'an is one person who is very passionate about her work not just in business sense but also about the overall impact her work has on customers. She is always wanting to learn more and never hesitates to ask questions. She has great talent in telco industry, very enthusiastic and a go-getter. She is full of energy and she shares her knowledge without hesitation. She...more

September 12, 2014, Shamalah worked directly with A'an at Celcom Axiata Bhd


Guan Keat Neoh Business Analyst at Maxis Berhad

A'an has strong business knowledge that under her care. She always manage sense the danger/ opportunity within her product and came to us (as pricing team) to do necessary.
With her expert in product knowledge, we manage to drive the business and make things happen.

September 11, 2014, Guan Keat worked directly with A'an at Celcom Axiata Bhd


Dian Azmi  iDOTTV #shareshare

A'an is one of the most energetic and enthusiastic person I have had the opportunity to work with. Very professional and driven in every positive way. Any organisation would find her a valuable asset, I personally think that she is an outstanding character - professionally. On a personal level, she is vibrant, positive and pleasant to be around with.

September 10, 2014, Dian was a consultant or contractor to A'an at Celcom Axiata Bhd


Azmil Merican Regional Sales Director, Peninsula 1 at Celcom Axiata Berhad

A'an is a dedicated, creative and result driven individual. Her insights into the segment she represents provided valuable information to me in planning my region's strategy. Never one to admit defeat, A'an will continually go back to the proverbial drawing board and come back positive and driven once again. Patience is one of her stronger virtue and is evident in her communication briefs. She will go far in whatever she puts her mind to.less

September 8, 2014, Azmil worked with A'an at Celcom Axiata Bhd


Anita Dharam General Manager at Celcom

A'an is a Brand Manager who is able to understand the needs of the customers subscribing to her brand and articulate the brand to meet such needs. She is able to have an all round understanding of the market place to be able to strategise appropriate customer acqusition and retention programmes.

September 5, 2014, Anita worked with A'an at Celcom Axiata Bhd


Idayu Daud Head of Celcom First Elite at Celcom

A'an carries her role professionally as the Group Brand Manager and show vast knowledge and depth understanding of her market segment. She leads her team to deliver at efficient manners and establish the brand as the leader in the market segment.

September 4, 2014, Idayu worked directly with A'an at Celcom Axiata Bhd

A little personal About me

A passionate and creative marketer with a passion to link between behavior and brands, love traveling, diving, trekking and  deal with any adventure activities

I am the right brain! I am creativity, a free spirit, passion, taste, movement, the urge to paint on any empty canvas, boundless imagination

Award Winner Best Postpaid Product November, 2015

Receiver Residence Pass Talent from Malaysia Government