Way Ling Chew Email & Phone Number

Kuala Lumpur, My

Singapore, Singapore

Kuala Lumpur, Malaysia

1. AVP, Portfolio Management (Jul 2017 - Present)- Analyse customer lifecycle and credit card usage behaviour to seize cross-sell and up-sell opportunities. - Devise initiatives to promote lending products (i.e. Balance Transfer and Fast Cash) to targeted credit card customers. -Develop digital self-service channel to increase sales conversion. -Formulate process flow for new distribution channel with internal stakeholders. -Devise product proposition to obtain buy-in from management.-Formulate new product process flow for the new product launches.2. AVP, Mass Product Acquisition (Oct 2015 - Jun 2017)- Instrumental in the planning and implementation of a successful migration from signature-based payment cards to PIN based payments cards within targeted timeline.- Developed strategic initiatives to drive card activation and reduce PIN bypass rate.- Successfully implemented and launched digital PIN website to allow customers to activate, create and change PIN online. - Formulated marketing campaigns to increase credit card base and drive onboard card activation.- Worked closely with sales channel and branches to increase credit card base.- Analysed post campaign effectiveness and designed measures to improve campaign performances in the future.

Selangor

(a) Strategy and Management• Launch and optimize campaigns that meet all branding and online campaign objectives relating to the online store. • Identify & built constant source of growth. • Work closely with business and analytic to drive successful campaign modeling• Translate strategies into detailed execution plans across multiple channels / partners where relevant • Manage execution process, including coordinating creative, test plans and supervising ad trafficking to the online store.• Drive purchase, frequency of purchase, repeat purchase & optimization initiatives to improve results• Report performance to business leaders and make data driven recommendations to lift performance• Optimize customer journey in the online store. (b) Business Process Support • Oversee day-to-day operational functions in the online store i.e. sales funnels, transactions funnels, logistics performance, customer satisfaction index, NPS and etc • Manage sales performance by product lines, campaign performance, online store customers profile, customers’ feedback that related directly to the stores; • Formulate & execute action plan to resolve gaps identified on an ongoing basis. • Prepare and analyze internal and external quantitative & quality reports for management review.

Kuala Lumpur

(a) Credit Card Portfolio and Usage • Devise marketing strategy and initiatives to drive credit card usage and instill customer loyalty through periodic mass and tactical campaigns. • Initiate marketing tie-ups with external parties to enhance value proposition to customer and build brand visibility.• Identity potential segment and customer profile to increase card usage and up spend.• Formulate and manage the communication strategy with existing customers for the relaunch of credit card new value proposition.• Introduce retention program to targeted segments and reduce attrition rate in conjunction with the relaunch of credit card new proposition.• Analyse customer spending behaviour and identify opportunity to increase credit limit, thereby increasing customer open-to-buy and penetrate cross sell opportunities.(b) Unsecured Lending ( Cash Financing-i)• Responsible for customer acquisition initiatives through different touch points sales channels to maximize sales conversion.• Work closely with internal business partners to grow online leads and conversion through constant enhancement of search engine marketing (SEM) and search engine optimization(SEO).• Run sales challenge programs to encourage the sales team to achieve targeted sales volume.• Analyse customer segment and leverage on opportunity to cross sell cash financing-I to existing bank customers.• Manage and execute cross sell activities to existing bank customers.• Work with internal business partners to enhance customer retention process to reduce customer attrition.

Kuala Lumpur, Malaysia

(a) Web Analytic (Google Analytics and SiteCatalyst) •Lead and manage web analytic for www.citibank.com.my. •Responsible for overall implementation and review tagging to ensure parameters are set up correctly.•Conduct web analysis and provide actionable insight i.e. user navigation behaviour, effective online media/platform to improve online campaign/leads conversion and identify digital marketing opportunities. (b) Citibank Malaysia fan page • Initiate bank wide social media project and launch of Citibank Malaysia fan page. (c)Search Engine Optimisation (SEO) and Search Engine Marketing (SEM) •Manage SEO and SEM projects to maximize Citibank products visibility in search engine. (d) Citibank online portal • Increase web portal usability to increase online user acquisition and reduce attrition rate.. Participated in Citibank Online Banking Portal revamp initiative to enhance usability.

Kuala Lumpur, Malaysia

•Oversee all marketing, advertising and branding activities for Transaction Banking related products i.e. Cash Management, Trade Services and Custody Service •Work closely with regional office to strategize and synergize marketing and branding activities such as brand revamp and Transaction Banking regional activities •Devise marketing budget allocation for each product and monitor the return on investment (ROI) on the amount spent •Manage correspondence with media and advertising agency and maximize product visibility and branding by securing non-paid media, and writing and editing press releases, newsletters, articles and annual report

Malaysia

• Initiate and manage marketing activities for AirAsia destinations• Manage and grow co-brand card base across 3 regions, i.e. Malaysia, Thailand and Singapore• Morphed from physical voucher to E-Gift Voucher successfully in October 2007 and devise marketing strategies to promote the new product• Monitor and grow AirAsia’s online payment gateway (credit card, direct debit, FPX and mobile portal) via www.airasia.com and devise marketing strategies to promote Airasia’s online payment gateway among Airasia’s customers