Supporting a team of lively, entrepreneurial, nutty public relations consultants and their cutting-edge network of partners.My passions and key strengths lie in strategic communications planning, creative campaign development, building motivated teams and sustainable cultures.

Leading a lean team responsible for over 20% of AirAsia X’ net revenueKey responsibilities include- Optimisation of revenues: Development and implementation of pricing strategies by marketsegments and demand- Product innovation: Developing new ancillary products to enhance both the passengerexperience and airline’s revenue streams- Marketing and promotion: Managing the overall marketing and promotion of all AirAsia X’ancillary products and services.- Budget management: Effectively managing annual and 5-year budgets including forecasting,tracking and development of targets.

My primary role is to provide thorough and concise recommendations to AirAsia X board of directors for network decision making.Key responsibilities include- Strategic network planning: Development of 2 to 5 year route network plans for AirAsia X routesand fleet from aspects of profitability, competition, utilisation, regulatory environments etc.Awarded “Best Network Performance” at World Routes Awards 2011 in Berlin, Germany.- Aircraft analysis: Establishing comparative cost and performance analyses of various aircrafttypes to facilitate fleet acquisition and optimisation.- New route development: Identifying markets and leading the evaluation of potential new routes.This involved airport and tourism relations and negotiation, operations inspection, on-grounddestination evaluation, and cargo, cost and market analyses.- Fly Thru network development: Developed the AirAsia Fly Thru product which offers passengerand baggage connectivity between flights between AOCs across Asia, Oceania and Europe. Developed connectivity based on demand across the five AOCs in the AirAsia Group.

- Managing the communication and effective messaging of my clients’ brands and campaigns- Conceptualising and managing the execution of media and public relation activities with the objective of maximising media coverage and raising awareness of my client’s campaign, products and/or brand. - Nurturing relationships with all key stakeholders including media, government bodies, trade, and key influencers- Ensuring daily management of accounts which includes crafting press releases and proposals, managing media interviews and compiling monthly reports in a timely manner.- Key clients include Discovery Networks Asia-Pacific, Heineken, Johnnie Walker Black Label and Johnnie Walker Premium brands (Blue Label and Gold Label Reserve)

- Played an integral role in the conceptualisation, planning and execution of interactive and CRM activities for our Clients.- Played an integral role in project management of campaigns as the key point of contact for clients and Ogilvy One’s internal technical and creative teams.

- Gathered relevant information and prepared clients’ tax computations and filing tax returns, through which I gained knowledge about the Malaysian tax system.

- Worked directly with the magazine’s editor to develop content and verify facts through background research.- Independently researched and wrote feature articles