Maylin L. Email & Phone Number

Spearheaded the development and execution of a nationwide brand and communications strategy. This strategy encompassed both digital and traditional ATL & BTL channels, ensuring consistent brand messaging and maximizing reach for brand campaign launches and market expansion.• Led integrated brand and tactical campaigns across various channels to enhance brand awareness, campaign launches, and market segment growth. Analysed key metrics to optimise campaign performance to ensure successful brand building within each target audience.• Strategized new product go-to-market campaign planning and execution by collaborating with internal stakeholders (commercial and operational teams) and external agencies (creative and media) to ensure quality output and on-time delivery for campaign success. • Managed creatives and provided copywriting expertise to develop compelling brand messaging and marketing materials for campaign and product launches. This resulted in increased user acquisition, product adoption, up-sell and cross-sell conversions, as well as user retention. • Continuously monitor the overall competitive landscape, consumer trends, and MarTech innovations to optimise campaign execution and ensure efficient consumer targeting.

Owned and executed the brand, marketing, and communications strategy. Crafted compelling social media content that sparked engagement and grew our audience. Adept at project management and facilitation, I spearheaded 6+ high-impact internal and external events, fostering brand awareness and generating new business leads. I also championed strong internal team engagement through effective communication strategies.Passionate advocate of human-centered design, leveraging design thinking and design sprints to empower clients, to innovate and design solutions, including simplifying HR processes, for their business growth and success.

Build, execute & launch partnership collaborations & campaigns to target new market segments towards achieving key business and revenue objectives. (operationalized & launched projects within first 2 months)

Led the Brand, Marketing & Communications portfolio for Malaysia. Worked strategically on annual marketing strategy plans with all internal teams and external business partners to align and develop brand awareness and preference towards achieving key business and brand objectives as well as grow incremental revenue opportunities. Brand & Marketing: built Cathay Pacific and Cathay Dragon brand awareness and affinity in Malaysia across over 50 advertising and marketing campaigns nationwide (ATL & BTL). Corporate Communications/Public Relations: spearheaded the internal and external communications portfolio for the Cathay Pacific Group in Malaysia. Digital Marketing & E-Commerce: Contributed towards 30% of annual revenue by driving consumer engagement and sales conversions across over 100 digital-led tactical & cross-channel campaigns (email marketing, SEM, digital marketing, re-targeting & prospecting).

Built positive commercial relationships and brand preference by managing the cargo sales, marketing and communication portfolio for both passenger and freighter aircraft, including collaboration with commercial and operational teams to ensure all business and operational safety requirements are met. Successfully organized and hosted over 10 key client engagement events to build positive brand affinity.