- Spearheading brand, communications team and in-house design team to devise marketingcampaigns and deliver communication impact.- Driving operational improvements which resulted in savings and improved productivity optimisingprocesses, people and technology.- Overseeing development of brand marketing programs to drive sales and customer engagementthrough full-funnel approach.- Implementing B2B marketing strategy and overall communication plans to build top-of-funnel communications.- Leading co-branding efforts as strategic collaborations to enhance brand visibility and drive mutual growth.

- Led a startup team in creating a new onsite agency model at CIMB, overhauling business processes and modernizing the agency environment to enhance proximity and transparency with Marketing & Product teams.- Developed gamification strategies with unique reward mechanics integrated into sales and marketing campaigns to enhance the customer and brand experience.- Led the Digital and BTL business for Digi Telecommunications, overseeing the entire consumer purchase journey across Prepaid, Postpaid, Roaming, Device, Migrant, Enterprise, and Corporate segments, ensuring relevance to diverse target audiences.

- Led the CIMB Consumer Marketing portfolio (CASA, Cards, Motor Insurance, Clicks App, Personal Loan, Health Insurance, and Auction), achieving double business growth by enhancing brand presence and improving business processes.- Developed effective and innovative marketing communications plans for Mundipharma's Betadine product range, disrupting traditional beliefs and educating consumers on better oral health.- Spearheaded B2B marcomm growth initiatives and established a brand identity and messaging framework for Emery Oleochemicals, tailored for customers, employees, NGOs/regulators, and shareholders.- Led brand activation for Johnnie Walker Black Label, increasing brand presence and trials as goals in the modern on-trade market.- Championed brand activation for the GAB account, focusing on sales activation to boost consumption in both traditional and modern on-trade markets.

- As the APAC Lead for British American Tobacco and spearheaded brand development initiatives for Pall Mall, Viceroy, Vogue, and Peter Stuyvesant at regional level, including building brand toolkits, localizing global toolkits for end-market usage, conducting in-depth brand research, and managing strategic brand migration.- Served as the APAC Trainer for BridgeNet IT Solutions, part of the redesigned global operational process for the local market.- Resided in Bangladesh and led the local agency team in revitalizing business and operational strategies for BAT brands, including the execution of end-market campaigns.- As a Brand Guardian for South Asia Area and GCC countries to drive above market operations and end market growth.- Implemented category activations for Coca-Cola Bottlers Malaysia at local supermarkets, enhancing brand presence through customized shelving and innovative gondola solutions.

- Supported Marketing Communications for various FMCG accounts, including The Chicken Rice Shop, Pacific Inter-Link, Ellis Hair Care, Naturatex Bedding, Cactus Mineral Water, and TC Subaru.