Responsible to set up a marketing department to grow its house brands by strengthening its brands’ positioning, creating more awareness and engagement with its target consumers. To also identify innovation ideas/opportunities thus ensuring NPD and core mix development reflect consumer needs

Responsible to build and grow the Tiger Balm business as the leading topical analgesic & mosquito repellent brand in Malaysia. Working closely with the appointed distributor’s exclusive headcounts and shared sales team to build strategy and execute the brand building exercise and go-to-market plans. Defend company’s profitability by managing the P&L to identify levers and executing activities to impact. Crafting of annual budget for Malaysia including identifying mid to long term business plan.

Responsible in Blackmores brand marketing communication and execution assisted by the Product Manager. Directing the media & creative partner to ensure ideation was brought to life. Managed Blackmores Concept Store with the retail partner and turned around the business from a negative to positive profitability. Brainchild a sustainable & integrated brand building campaign via a CSR effort to increase Blackmores’ brand imagery and relevance to its target consumers.

Started as a Management Trainee and last position in Kraft (now known as Mondelez) as Brand Manager.Throughout the tenure with Kraft, rotated portfolio from the snacks to biscuits division and handled brands such as Twisties, Cheezels, Chacho’s, Chipsmore and Oreo. Experienced in New Product Development from product brief to R&D, conducting market research to understand consumers’ acceptance and developing the launch campaign. Worked on various New Product Development projects encompassed new flavour extension, limited editions, new range/sub-brand including third party manufacturing.Launched Chipster (under the Twisties brand umbrella) so successfully that within a year it became the no.2 potato chips brand in Malaysia. Also launched Cheezels Biskitz which was a regional project with cross country manufacturing complexity.Experienced in through the line marketing campaign involving developing of TVC from brief to media strategy in both traditional media and digital advertising which included social media, search marketing and at the same time encompassing in-store activities to amplify the total campaign.