Abigail Peter

• Digital Marketing Leadership: Directed and managed a high-performing digital marketing team of 2, overseeing an annual budget exceeding RM1 million.
• Multi-Channel Campaign Execution: Spearheaded the development and execution of impactful digital marketing campaigns across a diverse range of channels, including social media, email marketing, web landing pages, e-commerce platforms, and online community spaces.
• Strategic Reporting & Financial Management: Prepared comprehensive quarterly reports, including income forecasts, campaign performance analysis, expenditure tracking, and compelling presentations for senior leadership and the Board of Directors.
• Cross-Functional Collaboration: Fostered strong collaborative relationships with colleagues across departments (communications, programs, finance) to ensure seamless campaign execution. This included gathering field-based content, identifying project funding needs, overseeing creative design, and implementing effective digital strategies.
• High-Impact Community Building: Developed and successfully launched a robust online community platform. Within a year, the platform achieved remarkable results, acquiring over 8,500 subscribers and generating more than RM100,000 in critical funding.
• Developed and implemented successful digital marketing campaigns to drive customer engagement and increase brand awareness.

• Spearheaded the acquisition and significant growth of UNHCR's donor base.
• Strategically implemented direct, digital, and telemarketing channels for donor acquisition.
• Identified and capitalized on new growth opportunities.
• Optimized existing marketing campaigns through data-driven analysis and strategic planning.
• Developed compelling supporter journeys and value propositions for diverse audiences.
• Authored comprehensive training manuals for fundraising teams.
• Successfully managed and fostered high-performing partnerships with 5 external agencies.
• Achieved remarkable donor growth, increasing the annual acquisition rate by 58% within two years.

o From 4,000 new donors in 2019 to 12,000 in 2020.

o Established a new benchmark for donor acquisition within the Malaysian charity sector

• Collaborated with cross-functional teams to develop innovative solutions addressing complex business challenges.

• Developed and executed high-impact fundraising campaigns to secure major gifts from high-net-worth individuals and corporations.
• Strategically crafted and disseminated engaging communications content for both external and internal audiences.
• Developed and implemented a comprehensive quarterly content plan and calendar to effectively manage daily and weekly social media postings.
• Enhanced campaign performance through rigorous data analysis and optimization.
• Provided editorial support to NPI Publishing, a subsidiary of NPI, including editing and proofreading key resources.
• Co-authored "A Handful of Rice," a compelling memoir about a Congolese war survivor.

o Conducted in-depth research and extensive interviews to ensure the authenticity and cultural sensitivity of the narrative.

• Gained valuable experience at CCA, initially as an intern from September 2006 to December 2007, followed by continued contributions as a consultant from 2015.
• Conducted in-depth research and extensive interviews across Southeast Asia, including India, Sri Lanka, Laos, and the Philippines, to gather compelling content for both digital (website) and print media (newsletter) on humanitarian crises.
• Contributed significantly to the development of annual reports and funding proposals for a range of community-building programs.
• Played an integral role within the media team during high-profile events, including conferences, seminars, and the General Assembly.
• Successfully published impactful stories based on field experiences in reputable network publications with a global readership.
• Thrived in a dynamic and inclusive work environment characterized by cultural diversity.
• Communicated with media weekly to build relationships and optimize press coverage.
• Produced and distributed internal and external communications.
• Developed comprehensive training materials to improve employees'' communication skills, resulting in more effective workplace interactions.
• Managed social media accounts effectively, growing followers and increasing engagement rates through consistent posting and audience interaction.

• Led the development and production of Hospis Malaysia's quarterly newsletter. This encompassed writing engaging articles, conceptualizing and overseeing design and layout, managing the editorial process, and coordinating the logistics of printing. The newsletter served as a crucial fundraising vehicle, consistently generating over RM400,000 in donations per issue.
• Successfully spearheaded fundraising efforts through a diverse range of events, including prestigious galas, exciting treasure hunts, and exclusive golfing tournaments. These initiatives effectively leveraged corporate partnerships and cultivated relationships with high-net-worth individuals.
• Secured critical funding and sponsorships through compelling proposal writing and impactful appeal letters. Cultivated and maintained strong relationships with key corporate stakeholders through consistent communication, personalized engagement, and tailored partnership proposals.
• Successfully managed all aspects of external public communications, serving as both Webmaster and Social Media Manager. Implemented a comprehensive two-year social media plan that resulted in a 100% increase in social media following.
• Successfully spearheaded a groundbreaking national palliative care awareness campaign. This impactful campaign included a widely acclaimed nationwide photography exhibition. The campaign garnered significant public attention and played a pivotal role in prompting the Ministry of Health to enact Malaysia's first National Policy for the Provision of Palliative Care.
• Developed a series of comprehensive information booklets in four major Malaysian languages. These valuable resources, still widely utilized by healthcare providers across Malaysia, significantly enhanced public awareness and understanding of palliative care services.
• Communicated with media weekly to build relationships and optimize press coverage.
• Produced and distributed internal and external communications.