Vice President, Loyalty (Enrich)
Malaysia Airlines Berhad
Total years of experience :26 years, 1 Months
Leading the airline frequent flyers program with the objective to increase loyalty revenue and continue to attain the affinity of the program of the members. Responsible for the transformation of Enrich towards building revenue opportunities, operations efficiency, new loyalty business via new features and products and building Enrich towards coalition program. Reporting directly to commercial management and the airline management. Currently managing over 60 staff across operations, partnerships and marketing of Enrich.
● Leading the marketing division to develop the business plan and the product development roadmap for FlyJet
● Spearheading the brand and communication architecture of FlyJet and strategize the communications channels to the niche market across the region.
● Liaising with the regulatory bodies to ensure the private aviation regulations in aviation sector are adhered to.
● Responsible in developing the lifestyle partnership program that will be linked to FlyJet’s products and services for the benefit of the customers
● Responsible in building the concierge platform with lifestyle partners for FlyJet’s members benefits.
● Direct report to the board of directors of FlyJet Sdn Bhd
Key Achievements
● Developed affiliate program with key golf clubs for FlyJet members in February 2013.
● Developed FlyJet first block of hours flying programme for members to experience owning its own private jet services.
2a. AirAsia Berhad - Head, Skyriders Club - A new ancillary revenue product (segment marketing)
19th April 2010 - 5th October 2012
●Leading an ancillary revenue product targeting young passengers aged between 2 to 14 years old with strong value propositions and unique benefits. A new revenue income for the group.
● Responsible in the club membership cycle and monetizing each of the members of the club via strategic marketing partnership and business development
● Responsible of the product creative and the branding implementation
● Managing the partnerships of the product involving internal stakeholders ie AirAsia Group and external stakeholder e.g. Kidzania Jakarta, Kidzania KL, CIMB Jr, Tune Talk, Tune Hotel, Asean Basketball League, AirAsiaRedTix.com, AirAsiaMegastore.com, Nickelodeon Asia.
● Lead a team to ensure the success of the ancillary product implementation and membership activation regionally.
● Spokesperson of kids and family segment to grow the family customer market in travel and ancillary
2b. AirAsia Berhad -Head - Marketing & Communications, Ancillary Income
● Rebranded GO INSURE to AirAsia INSURE in August 2010, from serious Insurance proposition to a more consumer-oriented insurance for passengers. The rebranding impact increased the insurance market penetration to 30% with an annual income of RM130 million
● Restrategized the marketing activities involving digital strategy and social media engagement to generate traffic and increase sales conversion for AirAsiaMegastore.com and AirAsiaRedTix.com
● Successfully developed the marketing and brand visibility of AirAsiaRedTix.com, transformed the company from red to black in terms of profit, converting to 100% sales through social media platform. Strong engagement with the promoters and changed the business proposition as co-marketing partners with the objective to increase sales.
● Pioneer team of AirAsia’s Big Loyalty Programme. Launched BIG Loyalty Programme for AirAsia as the first airline global loyalty programme. Delivered more than 150, 000 global sign-ups for the month of launch via digital marketing.
● Developed integrated social media campaigns to support sales conversion of AirAsiamegastore.com by promoting unique SKUs and categories, resulting in sales of beyond the increased 20% target
● Expanded cobrand bank partners card acquisition and spending via integrated marketing and communications of AirAsia products and services regionally. Successfully projects were direct debit campaign for internet banking usage, AirAsiaGO and AirAsia CITI Card travel exclusives, VISA sponsorship, Mastercard offer for South East Asia market and Ancillary products and services.
2c. AirAsia Berhad - Head of Corporate Communications
● Reported directly to Group CEO of AirAsia Berhad and managed Group CEO’s PR office.
● Developed coherent and consistent corporate communications strategy of AirAsia throughout the Group.
● Integrated communications strategy with key structures of the group e.g. commercial, operations, HR and Finance to achieve the group strategic objectives for uniformity.
● Incorporated sports marketing and CSR activities in the corporate communications strategy together for strong brand reputation globally.
Hong Leong Bank - Senior Manager, Branch Business Modeling & Transformation
May 2009 - April 2010
● Developed and executed a new consumer banking retail banking experience (customer experience and retail physical outlet) blue print which is pivotal for the bank's growth and presence in Malaysia, Vietnam and Singapore
● Developed branch experience key template for the present roll out of Hong Leong Bank Malaysia.
● Developed retail banking digital content and experience for physical retail branches.
● Responsible for branch mapping and consolidation of EON Bank and Hong Leong Bank branches for merger and acquisition strategy
● Developed physical branch configuration blueprint for the new Islamic bank. The first concept banking outlet is in Kuala Terengganu.
• Developed the latest concept retail banking outlet and brand experience for Hong Leong Bank Vietnam in Ho Chin Minh, Vietnam
• Conceptualised a customer service excellence and sales impact training modules for the Hong Leong Bank Vietnam branch employees
• Developed the first digital signages for Hong Leong Bank Vietnam and Hong Leong Bank
• Developed the branch configuration and network expansion footprint for Hong Leong Bank
• Developed the master blueprint of brand configuration template for today's bank branch roll out • Developed a new concept of Bureau De Change for HL Bank for Resort World, Sentosa.
• Worked with the product units and educate them to leverage on the branch platform for better enhancing the product selling and marketing channels using digital platform.
● Pioneer team to develop the retail transformation blueprint with complete branding and customer experience makeover.
● Transformed DIGI Physical outlets from being pure servicing centre (physical) to one stop DiGi experience centre - retail plus service.
● DiGi Retail Platform blueprint were rolled out to Telenor's other business units e.g. DTAC Thailand
● Developed retail digital experience at the physical outlet to aid the sales team to expedite sales cycle and decision making
● Proven 2 years later as the key growth sector in retail transformation for DiGi
● Improved the turn-around time of postpaid line activation at the telco service centres from 24-hours to 15-minutes as part of the telco move to improve customer experience
Key Achievements
● Developed a hassle-free registration form for postpaid line for customers sign ups.
● Improved the turn-around time of line activation at the telco service centres from 24-hours to 15-minutes.
● Launched of DiGi's first retail concept store
● Launched the best in class interactive content of DiGi's products and services using touchscreen units
● Launched DiGi's Advanced Data Services applications via touchscreen units (Sales Activation Platform)
● Successfully rolled out DiGi Broadband Retail in KL, Penang and East Malaysia using Broadband Retail Panel
Positioned TNS as a thought leader in insight research marketing via strong customer testimonials, PR and direct marketing
●Set up corporate branding and Marcom templates for other regions e.g. Middle East and Latin America to adapt for standardization
●Developed product testimonials for effective sales and marketing of market research theories
●Developed and produced corporate newsletters featuring the latest insights and research techniques.
Key Achievements
• Implemented a strategic PR plan as core activity in TNS offices across the region. As a result, for the past 3 years, key PR activities managed in AP region were seen as case studies by selected International press in UK and US.
• Worked with regional publications to feature TNS as the industry leader in Market Research Industry
• Smart partnership with CNN/TIME - provided survey in return of free advertising
• Tie up with The Economist on regional conferences and advertising for the region
• Strategic partnership with Global Research Professionals Association (ESOMAR) with TNS offices across the ALM region.
• Implemented bi-monthly newsletter to regional clients as part of client orientation program
• Case Study Brochure for clients for CRM support.
• Speaker in leading marketing conferences in Singapore, Malaysia as well as internal speaker for TNS Global Marketing Conference in Europe.
Pioneer the marketing team and developed the team for the region
● Worked closely with the parent company, Keppel T&T for the roll out of the offices across the region.
● Successfully positioned DataOne as outsourcing provider in the region via strong branding, customer testimonials, PR and direct marketing
Key Achievements
• Successfully branded a leading outsourcing and data centre service provider in South Asia
• Led a strong regional marketing coordinators across South Asia and integrated a regional marketing and communications strategy in each country for strong marketing presence
● Pioneer management team of JobsDB.com Malaysia
● Spearheaded marketing and communications for Malaysia
● Achieved the 1st year objective to acquire 500, 000 job members and 5, 000 corporate members.
● JobsDB.com was seen as a strong competitor to JobsStreet.com
Key Achievements
• Poised JobsDB.com as a strong contender to Jobstreet.com in 2000 via creative PR campaigns and events.
● Joined a newly set up Venture Capital company with 2 strong projects successfully launched - PKI Secure Email and Unified Messaging Platform
● Both projects were successfully sold to leading telecommunications companies in the region.
● Developed strong research skills in Internet Development and Business Planning
● Opportunity to work with strong marketers from Alibaba.com and leading internet companies from the USA.
Key Achievements
• Successfully launched a strong PR campaign on digital certificate awareness program in 1998 that led to the partnership with TMNET for secure email system.
Highest Education Level: Bachelor's Degree Grade: 2nd Class Upper Field of Study: Law Major: LLB Honors Institute / University: Oxford Brookes University, Oxford, United Kingdom Located In: United Kingdom Graduation Date: Sep 1997
Major: A-Level Law Institute / University: College Mara Banting Located In: Malaysia Graduation Date: Aug 1994
