Eric Yap Email & Phone Number

Kuala Lumpur, My

Malaysia

Leading the Sales Planning section for Open Channel nationwide.Driving CelcomDigi Prepaid and Postpaid subscriber acquisition.Enabling and improving operational excellence and efficiency in channel business operating model.Applying data driven planning philisophy and budget management.

Malaysia

Heading the Modern Trade channel focusing on the Virtual/ Online segment for the largest telco company in Malaysia.Main focus on driving growth in digital transactions for telco products & services and to accelerate digitization amongst consumers in Malaysia.To explore untapped & potential new ventures and business opportunities in the channel, striving towards the ambition of enabling CelcomDigi in becoming the TelcoTech leader for the region.Facilitation & enhancement of strategic corporate partnerships with digital platform & e-commerce players in Malaysia to ensure the best B2B & B2C experience across the marketing funnel.

Shah Alam, Selangor, Malaysia

National Channel Planner for Modern Trade & Digital Platforms (Shopee, Lazada, TnGD, Boost, etc), overseeing strategy, initiatives and potential collaborations with strategic retailers/ partners to drive subscriber & revenue growth for the business.

Malaysia

Marketing lead for all on ground marketing activities for all TWE brands (ie. Penfolds, Wolf Blass, Beringer, etc) for Malaysia Domestic (East & West) & Borders. Roles & Responsibilities:• Setting up of the yearly activation calendar for both East & West Malaysia, for all channels. (Retail & E-Commerce)• Development, selling in & preparation of promotion mechanics for all trade channels.• Ensure optimal visibility for key brands in high traffic outlets, especially during the peak sales period.• Managing A&P budget and maintaining a healthy ROI.• Planning & setup for all NPD (New Product Development) launches in Malaysia.• Driving the E-Commerce channel with new distribution points & partners.• Organization & hosting of all TWE events activated in Malaysia (PR or Trade driven).

Malaysia

Leading assigned promotional campaigns and activation plans in the On-Trade channel for premium brands (Heineken & Guinness). From planning & strategizing to overseeing executional excellence, managing relevant stakeholders along the line as well as communicating said plans to regional representatives.Roles & Responsibilities:• Leveraging data & insights in planning & development of brand campaigns/ activations within the On-Trade channel.• Generating volume forecast & channel strategies for assigned campaigns aligned to the annual plan.• Monitoring campaign progress, analyzing performance & gathering post mortem results for future learnings.• Managing agencies & vendors to ensure campaign launches and POSMs are well executed within the timeline.• Managing spending within budget to seek maximum growth & ROI.• Working closely with internal stakeholders to integrate Brand objectives & frontline operations to ensure optimal execution in market.• Monitoring of market conditions (PICOS execution) & competitor activities via regular market visits.• Building a good working rapport with internal and external stakeholders.

Kuala Lumpur, Malaysia

Throughout my time in BAT Malaysia, I had the privilege to take on two different roles, under Brand Activation my focus was on driving 360’ activation for assigned brand campaigns (for Dunhill brand) using consumer insights to strategize the best approach to reach the source of business. Under shopper marketing my role was to oversee projects as the trade marketing lead alongside Brand marketing team to actualize trade strategies in the most effective and efficient manner. Notable achievements include two occasions I was given Bravo awards for seeing through massive back to back national campaigns (Dunhill) under a very restricted timeline & delivering them under-budget.Roles & Responsibilities:• Strategizing a 360 activation plan using consumer insights to intercept source of business at the optimal target areas.• Touch point (POSM, premiums, & collateral) management, allocation, deployment & roll out strategies ensuring on time in full delivery & execution.• Tracking & monitoring of project progress, analyzing performance & gathering learnings for improvement plans.• Campaign budget monitoring & using savings for trial & exploration of new innovations to enhance impact in retail.• Managing creative agencies, vendors & PMCs are effectively executing campaigns to achieve set KPIs.• Alignment & presentation of campaign plans & updates in major forums with senior stakeholders, and communication of cycle instructions from to frontliners (Trade/ Sales team).• Lead coordinator for market visits of important global guests & several adhoc trade initiatives (Innovative touch point in market trial).

Kuala Lumpur, Malaysia

Campaign Project Management• Trade marketing lead for assigned Brand Campaigns. • Constructing & refinement of campaign specific trade activations.• Overseeing external stakeholders (Creative, PMCs, & vendors) ensuring accountability and efficiency.• Aligning with internal stakeholders to drive effectiveness of activations in market.• Liaison to the field force, driving communication out/ instructions & gathering updates on campaign progress.• Monitoring of campaign budget.• Tracking of campaign to ensure on track to meet campaign objectives and post mortem to gather learnings.• Presentation of updates & learnings for validation & approvals in key forums.Innovative Touch Points• Driving trial and exploration of new and innovative solutions to enhance impact in retail.• Seek new angles to drive improvement and refinement of existing & new Display/Dispensing units. Adhoc Project Management• Market visit coordinator of frontliners & HQ to ensure readiness for key stakeholder visits under critical timelines. • Lead for adhoc trade initiatives that requires cross department cooperation.

Shah Alam

My experience in Honeywell Malaysia was very intense and rewarding as I was privy to taking on responsibilities out of scope of my product marketing role. My main function would be to manage assigned product & portfolio projects (ie. New product launches, product improvement). Due to business needs & internal vacancy at the time, I was required to take on pricing management & marketing communications responsibilities for an extensive period of time, where I was overseeing for all the South East Asian markets. Roles & Responsibilities:• Product & portfolio project management & review, overseeing new product innovations & improvement plans. (for SEA region)• Assist in formulation and overseeing the execution of marketing strategies.• Coordinating product launch, training or events as well as preparations of marketing collaterals required.• Coordination of all special/custom product requests.• Overseeing of product research & VOC roll out.• Managing pricing setup via SAP for all SEA countries.• Generate required pricing & revenue reports & analysis.• Tracking and monitoring of A&P spend.

Bachelor Of Business, Marketing And Economics, Distinction

Activities and Societies: Mannix College Alumni

Certificate Iii And Iv In Fitness, Health & Fitness, Master Trainer Level 1

Fitness professional certification.