&samhoud is a change management consultancy that focuses on solving strategic challenges through behaviour change. We specialise in Identity, Culture & Strategy, Leadership & Team Development, People (HR ecosystem) and Brand Strategy. I help MNCs and GLCs across Asia Pacific to realize their organizational and business goals and solve strategic challenges through behaviour change. My clients include EPF, Sabah Electricity, Tenaga Nasional Berhad, Taylor’s Schools, Axiata Telecommunications and Mercedes-Benz (South East Asia Region). I am a HRDC accredited trainer and I also help &samhoud with their strategy, marketing and branding efforts.

Teach for Malaysia is on a mission to end education inequity, believing that all children have the right to an excellent education regardless of their background.I led the Marketing team at TFM, using marketing strategies to (1) build brand awareness of TFM, (2) recruit Fellows (full-time teachers) for the Fellowship Programme, (3) increase recurring donors. My scope of work includes consumer insights and research, brand and campaign positioning strategy, partnership development, content & social media strategy, development and implementation, media engagement and website management.I was also part of the Extended Leadership Team that collaborates to collectively shape and determine key strategies and culture for TFM. Key successes:1. Marketing for Recruitment:Led TFM’s 2019 cohort campaign, an integrated marketing campaign called #StoryWorthTelling, This campaign that hinged on a strong consumer insight, garnered a 383% increase in high potential candidates who applied for the Fellowship (vs previous year). 2. Marketing for Donations: TFM’s 2019 end-year donor campaign, Break The Cycle used education inequity stories and statistics to provoke potential donors to take action, resulting in 8x more monthly donors and a 144% increase in Donate page views (vs 2018’s donation campaign) 3. Lead in developing and implementing a strong marketing foundation for TFM, including strategies and processes

As the lead strategic planner on Digi Telecommunications, my role was to drive the brand and communications strategy for total through-the-line communications, across different consumer groups for Digi’s total product portfolio, corporate & brand communications. I also handled the majority of Munchy's Malaysia biscuit brands. During the time I worked on Munchy's, Lexus became the number 1 cream-sandwich biscuit in Malaysia, overtaking Oreo’s in terms of share.

I handled strategy for Malaysia Airlines (local & global business), Pizza Hut & Kimberly Clark. My responsibilities: Consumer and culture insight mining, brand strategy, research methodology and moderation, through-the-line advertising, digital advertising and strategy, competitive analysis, tracking and effectiveness, case study writing, workshop creation and facilitation & trend-spotting.I have experience working on accounts in the following industries: FMCG (beverages & cooking aids), alcoholic beverages, financial services, entertainment & integrated media, education and property.

Brand strategy, research methodology and moderation, consumer insight mining, tracking and effectiveness, case study writing, workshop creation and facilitation, through-the-line advertising & trend-spotting.

Thorough understanding of business, cultural and consumer context, competitive reviews, trend-spotting (specifically in the areas of digital), through-the-line advertising, generating consumer insights, research methodology.