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Racheal Tan

Ambitious, Assertive, Resourceful, Go-Getter, Goal Driven

Work History

October 2017Present

Director, Client Leadership

L'Atelier Powered by Group M
  • Leading LVMH Malaysia account with total 9 Brands
  • Client category consist of: Fashion, Beauty, Watch & Jewelry and Wine & Spirits
  • Set up the whole new account within 3 months with 2 Senior Implementation Team supports
  • Working closely with both L'Atelier Regional as well as LVMH Regional in meeting KPIs and performance
  • Driving Business from main focus only on Magazine to slowly switching to more Digital buy
  • Constantly exploring new medium for client
Nov 2016August 2017

Associate Planning Director

Starcom Malaysia
  • Key Client: Samsung Electronics Malaysia
  • Planning division. Main tasks including oversea the entire account managing the Mobile and Electronic Consumer Product with a team of 4 Planners with 360 Media Planning (Analog and Digital Planning)
  • Taking lead of the account managing client expectation, meeting campaign KPI, managing management task, Global request/task, client's commitment contract with multiples Media Owners, negotiation and internal Digital Performing team in ensuring we meet client's expectation
Apr 2016Aug 2016

Marketing & Communications Manager - SEA

  • Accountable for managing, implementing and measuring Marcomms plans and activities across South East Asia (Malaysia, Philippines,  Vietnam, Thailand, Indonesia)
  • Integral to driving results through sales, brand re-positioning, improving internal communications through employee engagement.
  • Report directly to the Regional Director - SEA and dotted line to the Executives Director of Marcomm 


  • Successfully planned & implemented Isentia's new office launch @ Bangsar South within a one week timeline. The new office launch included a guest list of media, clients & guest of honour - The Deputy Ambassador of Australia.
Feb 2014Dec 2014

Associate Business Director

Maxus Malaysia
  • Key Clients: L'Oreal Business - Garnier, Maybelline, Luxe Division and Great Eastern
  • Planning division. Main tasks included marketing/business and consumer insight support to key clients within agency, analytical support for channel effectiveness measurements.
  • Actively promote company tool proprietry of 3D and produced industry newsletter and case/trend study to clients
Jun 2012May 2013

Strategic Planning Director

Mindshare Guangzhou, China
  • Key Client: Amway China focusing mainly on Artistry working on overall strategy on traditional medium and digital planning
  • Helping client to achieve highest brand exposure, increasing their prestige image which lead to incremental of their sales.
  • Key role to drive agency effectiveness, uplift service level, strengthen team’s strategic thinking. Key driver for extra revenue generation through content and proprietary media/ tools
  • Key person in Guangzhou to launch, execute, train and participated in pitch for Online TV propriety tools


  • First person in Guangzhou to be trained in OTV Optimisation
  • Assisted in pitching OTV Optimisation across all relevant clients
  • Conducted trainings for OTV Optimisation as a Subject Matter Expert
Apr 2011May 2012

Media Manager

Universal McCann Malaysia
  • Key Client: RHB Bank - RHB Bank (Retail), RHB Capital, RHB Insurance, RHB Investment Bank, RHB Islamic
  • Provide 360 media planning for client - traditional, non traditional, digital, OOH
  • Explore new media/ medium to reach out the target audience: Social Media Buy, Digital Buy, Search Buy
  • Managing client's expectation and team's performance in terms of team's efficiency and effectiveness of each proposed plan to client


  • Trained in Digital Media Planning
  • Incorporated Digital Media into 360 Media Plans to clients
Oct 2009Mar 2011

Media Manager

Zenith Media Malaysia
  • Key Clients: Celcom XPax, Maybank OOH, Emirates Airlines (Regional Account), LVMH - Christian Dior's Parfums & Beauty (Regional Account)
  • Work closely with various media owners to customized media plan 
  • Lead on negotiation with media owners for client's year long investment
Jan 2008Sep 2009

Senior Planner

Mindshare Malaysia (Transferred from Outdoor Specialist to Media)
  • Media Planner for GAB (Guinness Anchor) on Heineken and Guinness
  • Develop strategic channel investment plans for assigned brands
  • Provide local consumer insights, attending focus group with client to understand the consumer in depth
  • Going on ground/ market visit with client (regional) to understand target audience’s behavior/ attitude in different region


  • Engagement with non-traditional media i.e. blogs, forums and other digital media by working closely with the digital team
  • Building relationship & rapport with media owners & publishers to receive additional value added services for client
  • Learned to plan and implement product strategies with regulatory constraints 
Dec 2005Dec 2007

Senior Planner

Portland Outdoor Malaysia (Merged with Mindshare Group as Outdoor Specialist in 2007)

Outdoor Specialist - OOH Media Planning

  • Fully in charge of Maxis and Astro OOH Planning
  • Main person for churning out OOH placement scoring and evaluation
  • Attending briefing, plan and proposed year long OOH
  • On site viewing with client and personal site inspection for client


  • First person in agency to acquire OOH Scoring System knowledge
  • Conducted training on OOH Scoring System for 4 juniors
  • Bronze Award at the MSA 2007 for Hotline Revamp Campaign
Aug 2004Nov 2005

Marketing Executive

Kubang Media Sdn Bhd

Outdoor Advertising Media Owner

  • Servicing existing clients, expanding their account and to build up new clients
  • Liaised and developed strong relationship with marketing agents, advertising agencies, other media owner and etc
  • Assist in conducting market research, publish and archive the relevant information-will provide upon request.


10 years experience in media advertising from outdoor advertising diversified to traditional and non traditional media planning who successfully launched, directed and managed multiple campaigns in the different industries by demonstrating management skills such as planning, scheduling, organizing and tracking process in ensuring the feasibility of the campaign and the objectives  are met.



Bachelor (HONS) International Business Administration

University of Northumbria 

Diploma in Corporate Administrative

Stamford Regent School of Economics

Diploma in Executive Secretary

Stamford Regent School of Economics


MS Excel
MS Powerpoint