Michelle Mc Lee Email & Phone Number

Kuala Lumpur, My

Melaka, Malacca, Malaysia

• Oversee various implementations of branding and marketing communications plans in accordance with the HMI group’s direction.• Successfully launched the rebranding project of Mahkota Medical Centre on 27 June 2018 according to the group’s direction.• To continuously position Mahkota Medical Centre as the top of mind medical tourism hospital in Melaka as the 1st JCI-accredited hospital in Melaka this year and Frost & Sullivan - Malaysia’s Medical Tourism Hospital Customer Value Leadership Award Year 2018.• Successfully organised "Hands to Heart - Save a Life with CPR 2019" and elevated the brand by entering the Malaysia Book of Records for the highest CPR participants in Malaysia with Regency Specialist Hospital. • Humanised the brand through Humans of Mahkota & Patients of Mahkota series during the pandemic.

• Oversee various local marketing teams on the implementation of branding and marketing communications plans in accordance with the group’s direction.• Drove monthly group marketing campaigns to local markets by providing the group’s communication materials.• Successfully launched the AirAsia mobile app to all markets with the promo code and shifted the usage of the desktop to mobile users as a top of mind to generate sales revenue via monthly Mobile Promo.• Ensured that the local markets were aligned to the group’s branding by assisting new markets to build its brand awareness through effective marketing communications. Successfully launched key marketing channels like Viber for the Philippines and Line for Taiwan market with the local marketing teams.• Assisted the local markets to launch rebranding campaigns for the Philippines and Hong Kong markets which lack in terms of brand awareness.• Piloted group marketing and innovation projects with various departments to ensure AirAsia’s market leadership. Successfully launched Extra Seat Option, Electronic Gift Voucher, Value Pack, and various product marketing initiatives alongside the group’s first Mobile campaign across the markets at the regional level.• Managed the reputation of AirAsia’s brand identity by supporting the commercial initiatives to increase ancillary revenue and earn customer loyalty by conducting brand health, product marketing audits and surveys.

Group Ancillary Income (2014 – 2015)• Successfully rebranded and launched “Hi-Flyer” as Premium Flex across the group to target the business segment and frequent flyers’ segment.• Drove core ancillary performance to meet projected numbers. Responsible for the performance of Premium Flex, Core Ancillary like Baggage, Seats, Tune Insurance and In-flight Meals, Redbox by AirAsia and other new partnerships.• Set and managed campaign timelines; key liaison point for various departments to ensure on campaign deliverable. • Oversee integrated marketing communication plans in campaign planning, briefing and execution with creative and media agency.• Ensured effective use of media mix (mass media, social media, digital media and PR) to maximize campaign achievement.• Drove offline, sales & distribution and organize roadshows to increase touch points with target audience to drive sales conversion.• Developed business plans to increase revenue stream and explored various potential partnerships for business segment of AirAsia.

Lcct, Sepang

Route Marketing & Segment Marketing (2011 – 2013)• Responsible for the market growth of East Malaysia, Brunei, Philippines, Thailand, Taiwan, Macau and China sector to be top of mind airline and ensure significant market share across Asia.• Coined the initiation of AirAsia Roadshow series by expanding the brand’s footprint in East Malaysia back in 2012 and successfully positioned AirAsia as the top of mind – eliminated MAS, MAS Wings and Malindo.• Developed 360 marketing plan with PR/ Social Media strategy.• Destination branding and partnership with key Tourism Bodies.• Generated revenue through core business & ancillary income, and partnerships with various partners.• Production of AirAsia's travelogues, Destinasi Cinta and Destinasi Ria.AK Forward Campaign Planning & Tactical Marketing• Strategised and oversee tactical campaigns carried out regionally and in Malaysia to increase revenue.

• Promoted Top Link’s core business as an event organiser to deliver its unique selling point and services in order to market its services. • Responsible for marketing and brand management of the organisation.• Effectively managed PR and marketing resources (people, time and budget) of the organization.• Coordinated with the various publications, media, associations, sponsors to achieve event partnership.• Generated revenue via marketing solutions via campaigns, social media and online PR.• Conducted extensive market feasibility studies and analysis on cutting edge issues, developments and technologies impacting multinational as well as regional corporations. • Planned, designed, produced, and executed premium events based on market research. • Liaised and negotiated closely with various professional trainer / consultant with extensive global network world wide and specific local experience on the overall design, agenda, consultation fee and delivery of the workshop/conference. • Managed and worked closely with sales, marketing and sponsorship teams to promote and sell the conference. • Responsible for ensuring profitability for events (Profit / Loss forecast and budgeting).

• Understanding WWF‟s core business, marketing materials and business jargon, the unique point of difference and services in order to market WWF. • Applying the communication theory, demographic and psycho graphic data, and the psychology of buying by organizing events and B2B activities for WWF. • Effectively manage resources (people, time and budget). Teaches, trains and coaches new WWF staff on effective usage of marketing materials, new material release and appropriate measure from time to time.

• Placed under Advertising & Promotions – Marketing Department. • Learnt the job scope of a Marketing Executive in both areas – Advertising & Promotions and Public Relations. • Exposed to organizing marketing events and activities, maintaining tenants' relationship, public relations and delivering customer service in the mall.

Master Of Business Administration - Mba

Completed MBA with my research paper on EFFECTIVE CUSTOMER BRAND MANAGEMENT THROUGH SOCIAL MEDIA MARKETING DURING THE POST COVID-19.

Marketing, Management

Secretary for Christian Fellowship UTM, AIESEC, Community Care for the Disabled etc

High School & Stpm, Science

Activities and Societies: Assistant Head Prefect, Girl GuidesRepresented Malaysia in the 3rd Youth Asian Congress, Led the Girls Guide.