Director, Product Marketing Commercial Sales South East Asia (SEA)
ASSA ABLOY Opening Solutions
مجموع سنوات الخبرة :27 years, 3 أشهر
As Director of Product Marketing for ASSA ABLOY Opening Solutions, I oversee and establish a clear direction for products and access solutions across South East Asia, Hong Kong, Macau, and Taiwan (8 markets).
Roles & Responsibilities:
▪ Additional responsibility in managing Residential projects, CRM lead/pipeline management and the implementation and usage of Openings Studio™ platform internally and amongst the architects.
▪ Develop a deep understanding of consumer insights, benefits, and product requirements based on consumer research across the 8 markets and Voice of Customers (VoC).
▪ Develop business case including pricing and cost targets for new product propositions while coordinating across the 8 markets to identify opportunities to leverage and share product propositions consistent with the product platform approach.
▪ Coordinate with the technical product management team to translate customer requirements for a product proposition to technical product requirements for the engineering team to develop a product.
▪ Maintain a 3-year product roadmap for access solutions and product categories with alignment with the markets and technical product management teams.
Major Accomplishments:
▪ Developed a consistent and regularly updated Price Book for all countries that is the foundation for the Openings Studio™ platform.
▪ Conducted Commercial Excellence Readiness Assessment (CERA) for all the 8 markets to ensure that the commercial team is structured optimally to succeed.
▪ Developed an automated tool for CERA customer satisfaction survey using QuestionPro for all markets.
▪ Achieved product breakthrough for “High Impact Products” like Ditec, TESA SmartAir, Traka, Aperio, Integral, etc. with first wins in various countries.
▪ Took part as the ASSA ABLOY representative in 4 episodes of "Safe Space" podcast series that is published in Spotify.
▪ Product information database - created a shared folder with all product brochures, product information, USPs and competitor comparison for easy access for all markets.
Roles & Responsibilities:
- Responsible for managing the overall Marketing, Brand and PR strategy and implementation for Volvo Car Malaysia (VCM) within the budget parameters.
- Drive for a consistent and “always-on” approach on Digital Marketing and Dealer Marketing activities.
- Develop and execute CRM and Loyalty Program to drive better customer retention.
Major Accomplishments:
- Led the digital transformation with 82% media spend on digital and various action:
o Vehicle online booking
o WhatsApp video content strategy (content that dealers can use to match the Customer Journey)
o Digital Silent Salesman (DSS) & QR code
o Digital price list with embedded videos
o Full utilization of Salesforce applications - Marketing Cloud and Social Studio
- The first automotive brand to conduct virtual launch event with S60 in May 2020. Besides that, lead the successful launch of the XC40 PHEV and S90 facelift in 2021 (213 online booking vs target of 50 for XC40 PHEV and 46 online booking vs target of 20 for S90).
- Generated 20, 159 leads (+8% from 2019) that contributed to the record sales of 1, 950 units in 2020.
- Leap in marketing performance:
o SOV value at 27% YTD Sept (vs 17.5% in 2020) and SOV coverage at 28.5% (vs 17% in 2020).
o SOV Social - consistently No 1 in APAC (YTD Sept 22.9%).
o Social Broad Media Positive Sentiment at 84% YTD Sept (vs 80% target) while Facebook at 92.9%, Instagram at 96.6% and LinkedIn at 98.4%.
- The first market globally to have a dedicated model specific playlist in Spotify together with music selections for the dealership lounge and Bowers & Wilkins in-car demonstration. In addition, started LinkedIn account and verified all Social Media accounts.
- Ran “Volvo Cars & Aurizn EcoDesign Challenge”, where participants need to incorporate Volvo Cars design/sustainable elements in Eco World condominium design. A World First.
- Implemented E-waste Collection boxes across all dealerships, the assembly plant in Shah Alam and at VCM’s office - all open to the public. The first automotive brand to do so in Malaysia and for Volvo globally.
- Produced reusable Volvo batik face mask that received recognition letter from the Minister of Tourism, Arts and Culture. Another first for Volvo globally.
- Implemented 17 eCRM (virtual) sessions covering topics like Sustainable Home Workout, Scandinavian Culinary, Yoga, Arts and Sustainable Talks. Malaysia was also the first market globally to engage with Bowers & Wilkins in UK and Orrefors in Sweden for eCRM sessions.
- For the first time, started customer database cleansing project in order to have a more robust and relevant customer data, based on demographics, behavioral and psychographics and is a prelude to the implementation of the Loyalty Program.
- Expanded digital reach - online booking, WhatsApp content strategy (content that dealers can use to match the Customer Journey), price list with embedded videos & QR code.
- Collaboration with influencers that champion sustainability or “Omtanke” values - Melissa Tan, Lisa Surihani, Thanuja Ananthan, Alena Murang, Hatta Dolmat and Sharifah Sofia, in order to expand our reach to a larger target audience.
- Dealer Training focus with 14 training sessions and 8 “Marketing Sharing” sessions (using agencies).
- Implemented a structured and consistent dealer support - Marketing Guideline, Roadshow & Events Guideline, Social Media audit and new roadshow kit.
- Corporate Social Responsibility (CSR) - 5 cars loaned to Ministry of Health during the lockdown.
Roles & Responsibilities:
- Manage the Network Development and Product Planning functions for Volvo Car Malaysia.
- Also responsible for Customer Care, Digital/IT and Governmental Liaisons.
Major Accomplishments:
- Successfully obtained full tax exemption for import duty and excise duty for the New XC90 from Malaysia Automotive, Robotics & IoT Institute (MARii), Ministry of International Trade & Industry (MITI) and Ministry of Finance (MOF). The New XC90 was the first Plug-in Hybrid Electric Vehicle (PHEV) to obtain such approval. Similar approval was subsequently received for the S90, XC60 and S60.
- Revamped the dealer network from 6 dealers in 2016 to 14 in Feb 2020, with 11 new/replacement dealerships set-up within 2.5 years.
- First market together with South Korea in APAC to fully implement the new dealership corporate identity - Volvo Retail Experience (VRE).
- Rolled out the “5 Differentiators” to the dealer network to create a unique customer experience before the new XC90 product launch in late 2015.
- Restructured Dealer Standard with stringent monthly follow up process on dealers’ progress together with bonus/malus program to ensure compliance. Recognized as a Best Practice in the APAC region.
- Initiated a robust and comprehensive new dealer start-up checklist to ensure dealers are completely ready before the start of operation. New dealers are also required to have minimum organization structure in order for the dealership to operate efficiently.
- Implemented cross functional (Network, Sales & After Sales) dealer visit plan and checklist to ensure new dealers have an accelerated ramp-up within 6 months from the start of operation. The same checklist is also used for existing dealers on a quarterly basis. Recognized as a Best Practice in the APAC region.
- Started a Dealer Business Plan process (3-year cycle) with quarterly reporting and follow-up to ensure dealers are on track to achieve their objectives.
- Radically improved Customer Satisfaction survey results from being at the bottom of the world ranking to Top 3 in APAC. Also implemented Customer Champion program and revamped the customer complaint handling process to further strengthen this.
- Ingeniously started new product homologation and testing (Vehicle Type Approval) in Sweden and with that able to have faster product launch. Two of Road Transport Department’s Director Generals also visited Sweden under this program.
- Started Electrical Health Check (EHC) program for all Plug-in Hybrid Electric Vehicle (PHEV) buyers to ensure that the charging point is safe to be used for charging their PHEVs.
- Ensured all dealers migrated to a single Dealer Management System (DMS) which was then connected with Volvo systems (warranty, parts, etc) via interfaces. This DMS was also linked to Dealer Spectrum, a cloud-based reporting system for easy access on all the key dealer parameters.
- Developed a dedicated dealer facing website, Dealer Portal where dealers can have access to all documents/reference to run the dealership.
Roles & Responsibilities:
- Manage the Product Planning, Sales Planning and Logistic functions for Volvo Car Malaysia.
- Responsible for entire planning from CKD orders up to wholesale of vehicles to dealers.
Major Accomplishments:
- Took over the operations of the Warehouse and PDI Centre from the manufacturing arm and set-up a completely new team to manage the operations.
- Changed the entire pipeline management to ensure that the right vehicle is available at the right time to fulfill dealer/customer orders.
- Developed a new set of sales related KPI/scorecard that provides a holistic view on the sales performance.
- Changed the exterior colour selection process to be based on actual customer/dealer requirement to ensure that the right vehicle/colour mix is available to support customer orders.
Roles & Responsibilities:
- Manage the Product Planning function for 9 markets in Asia.
- In addition, also have the added responsibility to manage the function for the Malaysian National Sales Company, Volvo Car Malaysia (VCM) which includes Product training.
Major Accomplishments:
- Conceptualized and successfully lead the project to reduce overall complexity in terms of number of variants that exist for each Model Year in the region.
- Organized for Volvo Car Corporation's spokesperson to provide Technical Talk during Malaysian Institute of Road Safety Research (MIROS) ASEAN Safety Week in May 2012. In addition, also arranged for Pedestrian Detection demonstration to showcase Volvo's latest safety technology.
- Took over the responsibility for all homologation matters for Malaysia from Swedish Motor Assembly (SMA) which encompass two main roles - Vehicle Type Approval (VTA) & Weight Certificate applications to the authorities.
- For the first time, Volvo is represented in the Technical Committee of Malaysian Automotive Association (MAA) as was invited to join the committee by MAA.
- Still assisting colleagues in Dealer Standards Audit and Competency areas even though no longer responsible for the Network function.
Roles & Responsibilities:
- Manage Product Planning and Network Development (Competence, Network Representation, Customer Survey, Dealer Audit, and Corporate Identity) for 10 markets in Asia.
- In addition, also have the added responsibility to manage both functions for the Malaysian National Sales Company, Volvo Car Malaysia (VCM) that includes Product training.
Major Accomplishments:
- Successfully lead and organized the S60 Regional Launch Event for Asian media and dealers. Received very positive feedback from all markets and the “completely satisfied” survey result for the event was 90%.
- Successfully implemented Dealer Standards audit using 3rd party auditors for the first time in 4 markets in Asia. In addition, ensured that self assessment by dealer was mandatory - this was done for the first time for all markets.
- Managed and implemented the change in Customer Satisfaction survey method from telephone interview to web based survey starting with 4 markets in Asia.
- Product Training - prepared all the material and conducted the training for VCM (C30, S40, V50, S60, V60, S80, XC90 & XC60) and for Volvo Auto India (XC60).
- Media launch - prepared all the material and presented the product details for C30, S40, S60, V60, S80 and XC60. Also took part in various media interviews and acted as Volvo Car spokesperson for conferences, e.g. presented Volvo Safety Philosophy in a Road Safety Conference organized by MIROS.
- Successfully obtained exemption from current radar legislation from Malaysian Communication & Multimedia Commission (MCMC) for the radar system used for the Collision Warning with Full Auto Brake and Pedestrian Detection. Other countries that faced similar issue failed to obtain exemption.
- Dealer Standards - trained all the National Sales Companies, auditors and Malaysian dealers.
- Lead the transformation of Volvo Car Asia Regional Training Centre to be in line with Volvo's Corporate Identity.
- Product material - provided various supporting materials like Unique Selling Points (USPs), Performance Comparison, Price List Data, etc in order to help the dealer sales team to understand the product better.
- Lead all new facility and upgrading projects to ensure compliance to Volvo's Corporate Identity.
Roles & Responsibilities:
- Managed the overall logistics for the Importer markets within Asia (5 markets).
- Lead all strategic and analysis of key business activities for the region.
Major Accomplishments:
- Production planning - improved the process and made request for the Importer markets at engine number level in order to provide a more precise request to ensure production slots were secured.
- Created a new reporting tool (Market key metrics) which provides an "aligned" report that provides a 2-year picture on retail, wholesale, brand share, stock market and CPI (inflation rate).
- Acted as the Project Manager for Volvo Ocean Race 2008-2009 stopover in Singapore. Developed a "Toolkit" that became a one-point reference tool for the Volvo Ocean Race.
- Shipping request - created a process for the Importer (Philippines) to agree on an advance basis on vehicles that are required to be shipped monthly.
- Monthly reports - ensured that all reports are presented professionally and released on time. This also includes ad-hoc reports for Deep Dives/In Market Reviews, analysis and presentations.
- Proposed and affected changes in the manner shipping documents (invoice & bill of lading) are handled for Singapore and Hong Kong. The move is from manual (hardcopies) to digital version that facilitated better efficiency and cost savings.
Roles & Responsibilities:
- Manage the Product Planning function for both Jaguar and Land Rover. This is a newly created function to propel further growth of both brands in the region.
Major Accomplishments:
- Successfully took up the newly created role with responsibility for product management for markets that includes China, India, Korea, Taiwan, Hong Kong, Sri Lanka, Tahiti, New Caledonia and the ASEAN countries (14 countries).
- Further developed and revised the pricing strategy to ensure that all products are positioned at optimum level in all markets. This also taking into consideration that it meets the growth strategy.
- Lead the launch management for all new model launches (e.g. Land Rover Freelander 2 and Jaguar XF) to ensure a successful and timely launch in all markets.
- Lead and took part in various product strategy studies, looking mainly to grow the brand further in Asia.
Roles & Responsibilities:
- Manage the Product Planning function for Volvo, Jaguar and Land Rover with focus purely on ASEAN markets.
Major Accomplishments:
- Took up the regional role while still supporting VCM with product management function.
- Conceptualized and started a quarterly competitive pricing monitor for PAG brands across Asia.
- Initiated launch plan monitoring for Jaguar and Land Rover in order to ensure consistent launch plans for the two brands.
- Developed an Asia specific pricing strategy for Jaguar and Land Rover which takes into account the unique situation in Asia.
- Coordinated to ensure a harmonized specification for the CKD products in the region.
Roles & Responsibilities:
- Manage the Product Planning function for Volvo Car in Malaysia.
Major Accomplishments:
- Harmonized the product specification within the Volvo range from MY05, to ensure logical progression of specification across the range.
- Created comprehensive product information packages for every new model launch/Model Year (MY) change, which includes the unique 'product shoot-outs'.
- Led the coordination of the creation of unique 'action cars' that was done to spur sales. Example includes the S40 MY04, S60 MY04 and S40 MY05.
- Lead all new model launch activities to ensure smooth launches. This includes the detailed launch plan, Market Release Criteria (MRC).
- Provided comprehensive product training to dealer staff and helped to improve sales consultants' knowledge in own product and as well as on competitors. The results can be seen in the excellent Customer Satisfaction survey scores in this area.
- Created quarterly product knowledge test that is done via the internet (Web Based Training, WBT) for all dealer sales staff.
- Created 'Product News', a monthly newsletter to update internal/dealer staff on the latest development within Volvo and competitor's products.
Roles & Responsibilities:
- The main role is to implement lean manufacturing system plant wide to be on par with other Ford manufacturing facilities around the world.
Major Accomplishments:
- Reorganized the work force team for FPS, with each element Champions given more accountability to achieve their targets and objectives.
- Managed to structure a comprehensive training plan that assisted each department within the assembly plant to meet their objectives.
- Coordinated visits to other countries and other automotive operations in Malaysia to capture best practices and replicate the learning in own operations.
- Developed daily 'waste walk' that is led by the Plant Manager to eradicate waste throughout the system.
- Developed a Non-Monetary Reward & Recognition (NMRR) program to recognize and reward deserving shop floor employees.
- Developed a shop floor attachment program to provide extensive 2 weeks training to selected shop floor employees and then release them back to the plant as ‘change agent’.
- Created own newsletter ‘Berita FPS’ that is issued monthly to all employees of Ford Malaysia Group.
- Organized regular internal self-assessment to gauge progress and preparedness for the external assessment.
Roles & Responsibilities:
- Additional responsibility for Purchasing (Production & Non-Production) and Local Content development to the existing Product Planning role.
Major Accomplishments:
- Took over a young team and successfully managed to contain multiple product launches within a very short period. There were 4 completely new model launches within a 9-month period, which was the toughest timeline that Ford Malaysia has ever handled.
- Implemented Total Cost Management (TCM) to local production suppliers.
- Implemented green belt training for suppliers to encourage suppliers to adopt the 6 Sigma concept.
- Set-up non-production store to take over the running of the general store by a selected supplier. This resulted in a massive reduction in inventory and headcount.
- Successfully implemented local actions on the Ford Lynx, Ford Econovan, Ford Trader and Ford Escape to make the models more suitable for the Malaysian market. Examples:
o Ford Econovan - Spectron XLT model, Semi Panel Vans & dual A/C were developed.
o Ford Lynx - Lynx LS & XL was developed adopting design from Ford Taiwan.
o Ford Escape - side steps, rear spoiler, etc.
- Co-developed the Ford Ranger Extreme for the KL International Motorshow (KLIMs) in Nov 2000 with Tickford (later renamed Prodrive), an automotive engineering company based in Melbourne.
- Coordinated to ensure Ranger Extreme transformation from concept to production. Extreme was the most difficult program that was ever done by Ford Malaysia. It was launched in early January 2002, with very good response from the market. The model is a further extension of the Ranger model line-up.
- Successfully launched the 'Black' Ranger Splash as an interim action before Ranger Extreme came into production. 'Black' Ranger Splash was a follow-up to the highly successful 'Yellow' Ranger Splash model.
- Co-developed the Ranger Expression for the KLIMS with a local university, Universiti Teknologi MARA (UiTM).
Roles & Responsibilities:
- Manage the Product Planning function for Ford operations in Malaysia.
Major Accomplishments:
- Managed and took full responsibility of product planning function after less than 8 months in the job - Superior retired.
- Spearhead Ford Ranger launch in terms of model line-up, specifications and local action model, Ford Ranger Splash. Ford Ranger became the best-selling pick-up model in the country.
- Developed Ford Passenger car study - managed to achieve all the objectives set in the study:
o C Segment - Ford Focus (CBU) + local action model (RS).
o C/D SUV Segment - Ford Escape.
o AUV Segment - Ford Everest.
- Organized weekly new model review - set up to ‘nail-down’ the specifications of new models like the Ford Lynx and Ford Econovan, involving the MD, Sales, Marketing, Customer Service, Manufacturing and Local Content.
- Developed a new model kit pricing or Affordable Business Structure (ABS) - now done in an organized fashion using Ford principals to meet corporate objectives and datelines. Also responsible in setting up transfer price negotiation with principal on all new models.
- Lead the transfer of function and process from CVDO (Pre-delivery Centre) to AMI (assembly plant) - Coordinated the program to reduce waste, improve efficiency and reduce damages.
Roles & Responsibilities:
- Responsible for all Completely Knocked Down (CKD) and Completely Built Up (CBU) vehicle programs.
- Also functioned as the Environmental & Safety Engineering (E&SE) National Manager for Malaysia.
Major Accomplishments:
- Successfully managed to obtain approval for major programs - Ford Lynx, Ford Econovan & Ford Trader (inclusive of financial approval).
- Coordinated the introduction of the Courier Splash 2 limited edition model.
- Coordinated the complete change of Ford range of exterior colours.
Roles & Responsibilities:
- Responsible for Process Engineering for the Light Commercial Vehicle (LCV) line - Includes models like Jeep Cherokee, Jeep Wrangler, Ford Econovan & Ford Transit.
Major Accomplishments:
- Took full responsibility as Process Engineer for Ford Transit after just one month in the job. This includes purchasing of new equipment, modification of existing facilities, operator training, etc.
- Introduced extensive use of Key Performance Indicators (KPI) in the line and visible factory concept (station identification, key process identification & display, etc).
- Implemented critical torque control process and torque wrench calibration process.
2nd Class Upper
