Shir Li Tan Email & Phone Number

Selangor, Malaysia

Selangor, Malaysia

Kuala Lumpur, Federal Territory Of Kuala Lumpur, My

Lead a high-performing team of 5, driving key business KPIs across subscriber acquisition, brand awareness, base monetization, revenue growth, and subscriber loyalty.Award and Accolade - Axiata Champion 2021 for outstanding performance and contribution in 2020.Achievements:Digital Marketing and Marketing Planning - Spearheaded Yoodo's Digital Marketing and Marketing Planning efforts as lead in 2019, resulting in a 26% increase in Brand Awareness Score in Kantar surveys across 5 years of operations.Managed overall Marketing planning, budgeting, scheduling and Marketing Comms planning for Commercial team.Customer Lifecycle Value Management (CLVM) - Expanded portfolio to encompass Customer Lifecycle Value Management (CLVM) in 2021, driving a 22% increase in Average Revenue Per User (ARPU) and improving customer retention by 5.8%. Spearheaded the implementation of Campaign Loyalty Management System (CLMS), Marketing Communication platform and WhatsApp Business Messaging, optimizing campaign performance and enabling personalized experiences that drive customer loyalty. Additionally, designed and developed a points system loyalty program with gamification.Partnership & Business Development - Expanded portfolio in 2022 to encompass Partnership & Business Development. Secured strategic partnership with a pre-owned device provider, enabling a ‘device bundle’ offer for Yoodo (eliminating inventory management). Successfully identified and targeted new customer segments (riders and students) through acquisition campaigns and explored partnerships with a 5G device vendor to diversify revenue streams.

Kl Sentral, Kuala Lumpur, My

• Spearheaded the revitalization of Group PMO, securing Senior Leadership Team (SLT) endorsement for Axiata 3.0 Strategic Programs and ensuring aligned implementation across OpCos.• Established project charters and performance dashboards to track progress and presented to management on quarterly and on request basis, highlighting overall status, risks and challenges.• Established PMO Community on Workplace for OpCos (South & Southeast Asia), facilitating knowledge sharing and best practices in Project Management (Agile) and Digitization.• Secured a cost-effective Group procurement agreement for Project Management tool (Genius) across OpCos, leveraging volume discounts for all.• Led Agile Scrum training for OpCo PMOs, upskilling teams and standardizing Project Management methodologies across the organization.• Led Project ACE (Artifacts, Culture & Engagement), a digital workplace initiative for Axiata Corporate Centre, securing RM6.7M CAPEX and managing implementation of Smart Office Solutions (RFP, timeline & budget monitoring).• Led Corp Comms' project for Minister's visit at Axiata's 10th anniversary, managing ad-hoc changes and ensuring delivery within a tight 2-week deadline.• Led Boost's (Axiata Digital) UnionPay integration project, managing cross-functional teams and ensuring smooth communication with the overseas vendor (UnionPay, China). Streamlined contract finalization, regulatory submissions, and facilitated weekly meetings to address technical/product issues.• Managed departmental budget and annual planning, collaborating cross-functionally to monitor major expenditures (e.g., Axiata 10th Anniversary) and generate reports with actionable insights.

Petaling Jaya, Selangor Darul Ehsan, Malaysia, My

• Developed and managed monthly performance dashboard (company’s KPIs) to measure company’s internal operations which are CE impacting, and developed correlation with external Voice of Customers (VoC) to measure the health of Customer Experience across the organization.• Set up and managed the roll out of the NPS discipline for Celcom at the customer’s touch points.• Managed the automated NPS VoC Platform to obtain real time feedback from customers on their transaction experience with Celcom Retail outlets and Dealer outlets. • Improved Retail (by 8 points for 2015) and Dealer (by 5 points as of Jul 2016) outlets NPS performance via Inner Closed Feedback Loop by performing real time experience recovery to at risk customers. • Drove higher engagement and ownership among the touch points operation team towards NPS implementation via series of roadshows, training, performance sharing and continuous coaching.• Designed, proposed and developed relevant NPS surveys with internal Business Units (Loyalty, Network, Product, Customer Service teams) to obtain feedback and sentiment from targeted customers. This includes strategizing survey questions and survey channels to improve higher response rate for better data validity.• Designed and managed major annual relationship NPS survey to understand the health of CE in Celcom and to determine the drivers of NPS across the regions.• Integrated social media into indirect Voice of Customer (VoC) tracking, led Social Media Listening Tool selection process, and presented recommendations to management. • Managed departmental budget as Budget Coordinator, ensuring efficient allocation of resources. Prepared, tracked, and monitored financial data for each division, facilitating informed decision-making.• Led a team of two, fostering the development of both functional and technical skills to ensure consistent delivery of high-quality work.

Kuala Lumpur , Kuala Lumpur , My

• Coordinated presentation materials for major management reports for Property Development.• Reviewed and recommended improvements to the management reports.• Facilitated department head alignment in KPI setting, ensuring consistency across the organization.• Implemented a comprehensive performance management system for GuocoLand Malaysia, including company-wide KPIs, a tracking dashboard, and detailed HR-specific metrics.• Spearheaded the implementation of a new Sales Commission Scheme, including in-depth analysis, persuasive presentation materials, and a robust tracking system for accurate commission calculation.• Conducted comprehensive analysis for employee’s claim process and proposed new checking and verification process.• Conducted research and prepared InfoPack for company’s relocation.• Boosted employee engagement through coordinated activities, securing participation from department heads and peers.• Provided adhoc support to other departments – career exhibition, press advertisement and value-added reports preparation.