Crystal Cha Jy Email & Phone Number

Kuala Lumpur, Wilayah Persekutuan Kuala Lumpur, My

Remote

Crafting content that empowers brands to build better relationships with their customers online to drive business results.

Kuala Lumpur, Federal Territory Of Kuala Lumpur, Malaysia

I lead the content and communications strategy at ASB to surface inspiring and insightful stories of our students, faculty, staff, and partners and the impact we are making as a community, in our mission to develop principled and transformative leaders. I also manage the delivery of marketing services and projects across the organization. • Led growth in social media posts published by 90% (~27 posts published across FB, TW, LI, IG monthly including video content)• Led growth in LinkedIn followers by 770% in 1 year (+3,300+ followers) through consistent posting • Generated 128 media mentions and RM2.54mil in Public Relations Value (3X AVE) over 8 months with RM100k PR budget, through appointing School’s first PR agency on retainer • Aligned schoolwide brochure production across different product streams to support growth of degreed programs (from 1 program to 3 programs), executive education catalog (20+ open enrolment courses), and career development office• Led end-to-end production and content development of School’s first-ever 30-page Annual Report 2022• Appointed Chief Editor and edited 155-page manuscript for book on the skills of the future by Prof. Loredana Padurean, The Job Is Easy, The People Are Not! • Established working committee to produce ASB’s first evergreen apparel range of tees and sweatshirts to increase brand awareness and loyalty• Led marketing support for ~ 2-4 school events/month, up from ~1/month in prev. year• Led Marketing subcommittee for annual flagship conference attracting 9k+ virtual participants

Kuala Lumpur, Federal Territory Of Kuala Lumpur, Malaysia

• Led growth in monthly written content published (blog articles, thought leadership articles, interviews, feature stories) by 65% in 1 year (~5 to 8 articles published monthly) through managing team of 2 freelance writers and partnerships with media partners (South China Morning Post) and industry platforms (BusinessBecause, Poets&Quants)• Led development of comprehensive ~60-pg Brand Book (previous iteration was 15 pages focusing only on fonts and colors) defining brand identity and applications schoolwide to address key gaps• Directed ~10-minute video documentary on experiential learning during an oil palm sustainability practicum and multiple marketing videos • Wrote chapter of school self-evaluation report for AACSB accreditation • Led annual Iclif Leadership Energy Awards committee garnering 100 APAC nominations in 2021

Kuala Lumpur, Federal Territory Of Kuala Lumpur, Malaysia

Executed local marketing plans for the Azure product, working closely with Sales and Marketing leaders on local and regional levels to ensure alignment towards achieving marketing targets. In 5 months during Covid-19, I organized and ran over 40+ digital events (approx. 2 per week) including sourcing speakers, content strategy, and reporting, in addition to supporting other marketing efforts for the Azure product

BrandBastion is a Facebook Marketing Partner working with top brands including Netflix, Uber, HelloFresh, NARS Cosmetics, DealDash and many more to protect brand equity and drive return on ad spend through effective management of engagement across social media at scale in 43 languages.

Helsinki Area, Finland

Working with the sales team, I restructured the sales funnel and implemented tracking for deals through key stages of the funnel; Developed new sales templates including scripts, confirmation emails, and follow up emails; led a project to jointly develop a case study with Facebook for a new Messenger offering (Results: 4 A/B tests completed, new clients subscribed).

Helsinki Area, Finland

Led the marketing function within the growth team, overseeing direct outreach, digital advertising, product marketing, and branding/communications, working closely with Sales and Customer Success to support growth and business development efforts while providing value to our customers.

Helsinki Area, Finland

Supported the CEO with a range of different tasks relating to sales, marketing, PR, recruitment, content creation, finances, business development, operations, product, travel arrangements, calendar event planning, board meetings, office management, admin, and HR.

Kuala Lumpur, Malaysia

Developed content and brand communications strategy for over 20 clients, including World Bank (Malaysia), URBN Playground (NYC, USA), SaltyCustoms, and top licensed financial advisor Brenda Yong (Malaysia).I work with small businesses to help them define and strengthen their brand voice. I also craft content to increase brand awareness and engage customers. My priority is helping businesses articulate who they are in line with their identity and values.

Yangon, Myanmar And Kuala Lumpur, Malaysia

Completed 5 Marketing and Ops-focused onsite Action Learning projects as part of a 2-year MBA program, with Proctor & Gamble Yangon, Myanmar (primary market research); Prudential, Malaysia (customer segmentation & journey mapping); URBN Playground New York City, USA (SOP and ops manual development); Astro, Malaysia (market research); Earth Heir, Malaysia (digital marketing).

Kuala Lumpur, Malaysia

Seconded to FrogAsia Sdn Bhd (A YTL Company) to establish a new Marketing Communications department, recruiting a team of 6; Spearheaded and organized series of 4 conferences attended by over 4,000 participants in total; Implemented Personal Data Protection Act (PDPA) compliance across company's digital platforms; Worked with dev team on UI/UX for websites and customer portals; Managed PR and advertising agencies

Kuala Lumpur, Malaysia

Prepared presentations for key stakeholders in finalizing RM4bil government contract.Developed company brand book for key stakeholders and partners.

Wrote and proofread Group annual financial and sustainability reports.

Gained most of the work ethic and principles I still carry with me in all my roles today! From disciplined processes and clear SOPs... to pride in service, and dedication to surprising and delighting customers.

Spring Immersion Program (Asia School Of Business), Business Administration And Management, General

Mba, Business Administration And Management, General

Ba Multimedia Journalism (1St Class Honours), Journalism, Multimedia, Social Media

Diploma In Mass Communications (President'S Award For Top Scorer; Dean'S List Honours), Mass Communications, Media, Communications

Activities and Societies: College magazine editorial team (Editor-in-chief; designer; student advisor); Student Council representative.