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1. MBA candidate with 9 years in digital, marketing and business development in financial services, FMCG, telco and media across South-east Asia. 

2. On the client side with CIMB Group, I launched and led the digital marketing team in Malaysia, Indonesia, Singapore and Thailand and won 2 global awards for our work.

3. On the agency side with IPG Mediabrands, I led the development of integrated media and technology strategies for TM, RHB, Johnson & Johnson and more, in addition to growing annual billings by 32% and maintaining a 100% client renewal rate.

4. With CMR, I turned a loss-making company profitable within 12 months, launched StudySearch and managed the trade sale of the company. 

I'm interested in helping a company succeed by leveraging my expertise in digital, marketing and business development.


Digital, marketing and business leader with nine years  regional experience implementing and managing scalable media, marketing and technology platforms to help financial services, FMCG and media blue-chip brands succeed.

Having been on both the client and agency side, I'm adept at working with Information Technology, Legal & Compliance, Product, Human Resources, Finance and all stakeholders to design, implement and manage company-wide initiatives.

Internally, I believe in the power of a motivated team and   invest in building, leading and mentoring teams. Externally, the customer is king and the customer is well-informed, selective and pleasure-seeking. If we do not build strong products and delightful services for them, success will be distant.

Line managers, colleagues and clients would describe me  as commercially-minded, tenacious and committed, passionate about innovation and ingenuity, analytical yet creative, is comfortable with risk and ambiguity, works well with people and possesses strong interpersonal and general management skills.

I derive insights from  data and pair creative story-telling to increase brand awareness, preference, purchase, loyalty and recommendation through paid, owned and earned (POE) platforms in addition to helping internal stakeholders make better marketing and business decisions, faster.

Selected Key Achievements :

1. Strategised and implemented a  5-year digital transformation roadmap across Banking, Marketing, Customer Service, Analytics, Partnerships and Branch Technology for RHB in Malaysia and Singapore.

2. Strategised, implemented and managed the "Social CRM" for CIMB Group which focused on layering social media data of customers into the CRM for one-to-one marketing towards reducing spam marketing, increasing spend or deposits and improving loyalty, Net Promoter Scores and ROMI.

3. Strategised, implemented and managed  >100 web applications, social media applications, mobile applications, group websites and digital platforms for CIMB Group (SEA), Telekom Malaysia, Dutch Lady, Johnson & Johnson and RHB Group.

Functional Expertise:

- Gathering insights, planning, implementing and managing  integrated digital strategies  through e-commerce, web, search, social, content, CRM, apps, chat and analytics for CIMB, RHB, TM and Johnson & Johnson.

- Proven ability in business development through 32% growth in annual billings for IPG Mediabrands and a 100% customer renewal rate

- Adept at leading and mentoring business development teams, forecasting and planning revenues, budgeting and building business cases for investment decisions.

- Creating and managing Scope of Work documents based on business requirements, identifying issues and reducing risks; operating as the intermediary between business teams and tech teams to roll-out digital projects within cost, timelines and with agreed features.

- Mapping out user journeys based on UI/UX principles to  reduce customer friction points, increase engagement and move potential customers along the funnel towards the desired business outcome.

- Scoping, implementing and managing  analytics platforms to generate actionable insights via weekly/monthly reports for internal stakeholders.

- Using integrated media strategies  to achieve optimal spend based on "consumer moment planning" for paid, owned and earned platforms.

- Leading digital  crisis management  for CIMB, Dutch Lady, KFC and Pizza Hut using a combination of offline and online tactics.

- Working with cross-functional and regional teams for e.g. Legal & Compliance, Information Technology, Human Resources, Finance and Business Units to implement company-wide projects.

- Setting up, growing and  mentoring  teams of 3-22 across MY, ID, TH, PH and SG including managing experienced professionals senior to me.

- Producing original content across print and digital platforms for e.g. annual reports, articles, white papers, and videos.

- Implementing and managing marketing  reporting & analytics platforms like Google Analytics, Radian6, and Salesforce. 

- Managing agencies, media owners (Facebook, Google, Twitter, LinkedIn, Spotify) and   tech vendors across MY, ID, TH, PH and SG.

- Growing general management skills  across strategy, legal, change management, finance, talent enablement and operations.

My ability to think strategically coupled with a  strong execution bias  and interpersonal skills has led to rapid career progression into roles with increased responsibilities.

As a strong believer in  continuously learning and re-learning, I finish three books a month and am currently pursuing my MBA with Lancaster University (rated no.1 globally by FT for Corporate Strategy, 35 global ranking). 


Apr 2008Apr 2010

International Graduate Associate

Standard Chartered Bank Malaysia

1 of 5 Malaysians to be recruited into the Bank's 2-year Global Management Trainee program where I gained experience in treasury & financial markets, transaction banking, corporate banking, risk management and operations.

At the end of the program, I realised I enjoyed Financial Services as an industry, but not the business side of it and joined CIMB to launch the digital team. 

May 2010May 2013

Manager, Group Marketing & Communications

CIMB Group

Digital marketing & communications management to drive business through acquisition, retention & loyalty, and cross-selling via digital initiatives entailing social, search, web, CRM and e-mail marketing across Malaysia, Indonesia, Singapore & Thailand.

Led agency management across 3 countries in ensuring projects for Business Units (Mortgages, Cards, Lending, Deposits, Auto) were delivered on time and within scope according to briefs, strategised & managed marketing & communications campaigns to meet business needs, tracked performance & analytics, and managed upwards with senior management.

I was In-charge of digital marketing budgets  for MY, SG, ID and TH and conducted digital marketing training for Business Units across MY, SG, ID and TH with a focus on positioning and building the CIMB brand online across ASEAN as well as marketing initiatives to build earned media platforms for the Group.

I wrote the submission for  2 awards to The Asian Banker and Global Finance Magazine for the work we did in social media marketing and we won first place for both awards.

Key achievements:

1. Strategised, convinced senior management, and launched the social media initiative for CIMB Group followed by a regional roll out into SG, TH and ID where I managed regional projects, budgets and teams for digital and social media.

2. Revamped  9 group websites including with a focus on UI/UX and content.

3. Identified digital vendors, led selection and  negotiations and managed implementation and performance for newsletter marketing, analytics software, SMS marketing, and internal communications.

4. Worked with Cards, Mortgages, Auto, CWA, Preferred, HR,  and more to strategise, launch, and manage marketing & communications campaigns which increased spend, deposits and sign-ups for e.g. CIMB Facebook Check-In Deals with Cards increased spend 28% m-o-m, CIMB Youth Facebook Platform originated 12% of sign-ups, Vroom generated 8% of hire-purchase leads and more.

5. Launched CIMB's  Social CRM which combined social media data of CIMB Bank customers with information already available about the customers internally to better profile the customer for targeted deals for one-to-one marketing.

6. Project managed the creation of all social media applications, co-managed the production of CIMB Clicks mobile gaming app and project managed campaign micro-sites like 2Good2BeTrue, CIMB Youth, and CIMB Classic and more. 

7. Implemented Radian6 and Salesforce  social listening and analytics tools for CIMB to detect unhappy customers, business opportunities and brewing crises.

8. Recognised by Global Finance Magazine and The Asian Banker for our work in social and digital as Winners against regional competitors.

I left CIMB to join IPG Mediabrands to grow professionally by increasing my exposure in other industries.

Jun 2013Nov 2014

Director, Digital & Social Media

IPG Mediabrands

My team and I planned, implemented and managed digital initiatives for clients across different industries & regional markets with a focus on growing their business, be it awareness, brand, leads, sign-ups, footfall or sales.

Our work is centred upon a  strong understanding of the consumer, identifying opportunities and pain-points, developing and executing a set of strategies followed by monitoring and evaluation.

I conducted digital and marketing training for  my clients on e-commerce, search, web, social, mobile, integrated marketing planning, and technology to ensure that all plans are integrated because the end consumer never views a brand according to platforms.

In addition to being the digital lead for my clients, I focus on mentoring my team, growing the business regionally (individual P&L) and delivering innovative solutions which brings to live of our ethos of outsmart, not outspend.

I've delivered results for brands in the following industries: auto (BMW), financial services (RHB), software (Microsoft), education (Taylors Education Group), government (PMO), broadcast (HyppTV), alcohol (Hennessy, Glenmorangie), sports (Team Malaysia), telecommunications (TM, Digi), FMCG (Dutch Lady, J&J)

Key achievements:

1. Strategised, implemented and managed the  regional digital strategies across search, social , e-commerce and web for RHB Bank (MY/SG), Telekom Malaysia, Johnson & Johnson and Dutch Lady.

2. Strategised and implemented RHB's  5-year digital roadmap which focused on Banking, Marketing, Customer Service, Analytics, Partnerships and Branch Technology.

4. Managed end-to-end digital marketing campaigns  which included insight gathering, strategy development, technology application development, advertising strategy & management, attribution modelling, analytics and reporting for varied brands with a focus on increasing purchase,  sign-ups, and footfall.

5. Worked with client's Group IT, Legal & Compliance and Transformation teams to implement company-wide marketing & communications projects 

6. Successfully managed digital crises for  Dutch Lady, KFC, Pizza Hut, AIA and more.

7. Produced the "Digital Hothouse" program, an internal training program for agency staff which was then rolled out across our Asia offices within 4 months and introduced to clients within 6 months.

8. Increased annual billings by 32% through new-client wins and maintained a 100% client renewal rate.

I resigned after 18 months to  go back to the client side as after wearing both client and agency hats, I concluded that the client side is where I want to grow professionally.

Feb 2015Present


Campus Media Resources Sdn. Bhd. (CMR)

CMR is a media company which targets students in schools and universities across Malaysia. I joined the Company to produce rapid growth towards being acquired or a trade sale within 36 months.

Within 12 months, CMR has grown from a team of 12 to 22, from zero digital products to five, 2 revamped websites and 2 more launching in Q2, revenue growth of 50% Y-o-Y and projected 60% in 2016.

I successfully arranged for a trade sale of CMR 18 months earlier than expected and my role with the company will conclude in July.

Key responsibilities and achievements:

1) Formulated the business strategy for 2015/16 with a view to launch digital products and services, grow talent and revenues with a focus on being acquired in 2018.

2) Launched School Edition, a new brand targeting teens 12-17 years old in 100 international schools across MY with print, digital and activation offerings within 6 months. This is the only brand of its kind in MY and sales from this alone in Q1 were RM212,000 - 112% above projections.

3) Grew monthly Page Views to 300,000 within 3 months, 200% above projections.

4) Formulated and implemented MNC-grade policies and procedures for HR, Finance and Operations to reduce paperwork through digitalisation, increase flexibility and talent rewards and improve debtor collections.

5) Set up the Digital, Marketing and Strategic Partnerships teams to support the company's direction into digital and schools.

6) Led the  rebranding of company assets to project its new direction and image.

7) Led negotiations for partnerships with media agencies and partners to sign minimum buy agreements and preferred discounts which provides the company a guaranteed revenue stream and cost reductions.

9) Launched StudySearch which aims to connect study seekers with study providers. I worked with developers to build the Alpha site at 

10) Strategised and led the acquisition of CMR  by creating a detailed business plan, designing investment offers with detailed financial analyses and projections, creating pitch presentations, leading negotiations and managing the due diligence process.


March 2012 - Best Social Media Engagement in Asia & AMEA- The Asian Banker

July 2012 - Best Social Media Engagement (Asia) - Global Finance Magazine


Mar 2016Jul 2018


Lancaster University
Sep 2004Dec 2007

Bachelors of Arts (Hon) Business Administration

University of East London