Summary
Overview
Work History
Education
Skills
Personal Information
References
Languages
Certification
Timeline
Quote
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AI YAN FUM

AI YAN FUM

Summary

With 19 years of experience in marketing, corporate communications, digital marketing, and journalism, I offer expertise as a skilled marketing strategist. My strength is crafting impactful copy that drives business outcomes. I specialize in refining brand identities and executing successful marketing campaigns using data-driven insights. Drawing from a strong editorial background in journalism, I thrive in dynamic environments that blend creativity with strategic thinking. As a collaborative team player, I am committed to delivering exceptional results.

Overview

19
19
years of professional experience

Work History

Assistant Manager of Marketing Communications (Editorial)

Elken Sdn Bhd
06.2022 - 05.2024
  • Developed and executed comprehensive marketing plans and campaigns, ensuring alignment with budget, timelines, objectives, and KPIs
  • Formulated and implemented strategic marketing communication plans to ensure effective brand positioning and support business objectives
  • Led the rebranding initiative for Elken Spirulina, a flagship product of 28 years, which included developing a robust rebranding strategy, creating a series of marketing materials (product brochures, testimonials, leaflets, social media content, videos), and executing integrated marketing campaigns to enhance brand visibility and achieve business goals
  • Coordinated effectively with various internal departments and external partners to ensure smooth project execution and workflow
  • Worked closely with in-house creative teams and external designers to develop marketing materials, key visuals, digital video content, and digital ad materials
  • Partnered with SEO specialist to launch the GenQi website in three languages, significantly contributing to Elken's business growth
  • Researched, brainstormed, proposed, and implemented content frameworks for the GenQi website, developing SEO-optimized content and effective marketing strategies to drive traffic and achieve business goals
  • Managed website updates and ensured timely publication of blog articles
  • Oversaw GenQi's social media presence on Facebook and Instagram, managing content development, caption writing, and post scheduling
  • Explored digital platforms like TikTok and XHS, crafting engaging content to drive traffic, generate leads, and increase brand awareness
  • Collaborated with video production teams to create high-engagement videos achieving viral success
  • Developed innovative visual and video content within budget constraints to maximize impact
  • Utilized third-party freelancers from platforms like Fiverr to source voice-over talent, music composers, and copywriters, achieving high-quality results within budget
  • Served as the company's Chinese Editor, responsible for proofreading, editing, and copywriting all marketing materials, corporate announcements, website content, and etc.

Assistant Manager of Digital Marketing (Content Lead)

Elken Sdn Bhd
12.2019 - 05.2022
  • Spearheaded the launch of the "MI SPACE" app, driving new leads and sales growth for distributors through comprehensive training and support
  • Conducted training sessions to enhance digital savviness among distributors, enabling them to leverage digital trends for business growth
  • Collaborated with APP developers to continuously improve features and user experience
  • Managed Chinese language localization for the app system launch
  • Led website and digital marketing campaign strategy, enhancing brand awareness and engagement
  • Supervised content creators and an external SEO specialist, ensuring high-quality, SEO-optimized content
  • Developed and managed editorial calendars, informed by market research and audience analysis, coordinating content production and publication schedules
  • Acted as a Chinese editor, writer, and translator for website content, blogs, and digital campaigns
  • Proposed and implemented content frameworks, overseeing MRT Health website designs and blog updates
  • Collaborated closely with Elken Taiwan for website revamp and recognition page development
  • Managed healthcare and DNA test brands' social media accounts on Facebook and Instagram
  • Collaborated with designers to create visually appealing content
  • Coordinated Facebook Ads and digital campaigns, engaging influencers to boost brand visibility and ROI
  • Organized Facebook Live events to enhance brand image and engagement.

Assistant Manager & Senior Executive of Corporate Communications

Elken Sdn Bhd
01.2012 - 11.2019
  • Enrolled in the Leadapreneur Accelerator Program and became the Champion, driving a fivefold increase in LePont Online Cake orders and tripling sales volume, resulting in $49,000 in sales within three months
  • Managed the end-to-end production and distribution of Elken Club magazine, a monthly publication with a circulation of 100,000 copies across Malaysia, Singapore, and Brunei
  • Coordinate with suppliers and vendors to ensure adherence to production schedules and budget constraints
  • Oversaw creative direction and ensured high editorial standards
  • Facilitated magazine's digital transformation, expanding reach and engagement
  • Served as the Chinese Editor for Elken Club and company materials, including brochures, leaflets, product guides, marketing tools, PR materials, and press releases
  • Translated content for Elken's Integrated Business System (IBS) e-commerce platform, achieving significant cost savings
  • Acted as the primary liaison for the prestigious Asia Excellence Brand Award, facilitating Elken Malaysia's recognition for three consecutive years
  • Crafted compelling narratives and product advertorials that showcase Elken's brand story and achievements, contributing to the company's industry leadership and reputation
  • Proposed and spearheaded the digital transformation of Elken Club magazine, advocating for cost-effective and digitally-savvy solutions to enhance readership engagement and expand reach
  • Identified and evaluated digital platforms for publishing and distributing the magazine, implementing strategies to optimize content visibility and accessibility across digital channels.

Advertising & Publications Executive

Elken Sdn Bhd
05.2010 - 01.2012
  • Assisting Elken Club's Editor to manage the end-to-end production and distribution of the monthly Elken Club magazine
  • Coordinated with suppliers and vendors to ensure adherence to production schedules and budget constraints
  • Directed creative aspects and conducted research for trending and appealing content
  • Developed attractive visuals and a captivating magazine style to drive reader interest
  • Supported to organize and manage high-profile corporate events, including Elken Winner's Nite and corporate showcases
  • Conducted in-depth research to introduce innovative elements to events
  • Coordinated with relevant departments to understand and meet specific event requirements and expectations
  • Assisted to develop and implement strategic plans to ensure events were executed within the pre-determined budget
  • Planned and executed PR activities such as the Elken Co-Founder cum President Book Launch at POPULAR
  • Identified and negotiated suitable venues or locations in line with the company's requirements and budget
  • Collaborated with local authorities to obtain necessary licenses
  • Coordinated with professionals, including venue managers, stand designers, caterers, contractors, and equipment rental services to ensure seamless event execution
  • Organized and managed photography sessions for distributors
  • Sourced and coordinated with photographers, makeup artists, etc., adhering to company requirements and budget constraints
  • Conducted detailed research on shooting poses and angles for publication in the company's corporate magazine, enhancing the platform's appeal and supporting business growth
  • Served as the Chinese Editor for the entire company, covering all marketing content, including brochures, product guides, marketing tools, PR materials, and press releases.

Journalist

Sin Chew Daily
04.2005 - 05.2010
  • Reported on diverse topics: local and international news, court proceedings, and human interest stories
  • Conducted interviews, gathered information, and wrote compelling, timely, and accurate news reports
  • Built a strong network of contacts among politicians, industry leaders, prominent society figures, and agencies
  • Prioritized fast and accurate news reporting, ensuring timely submissions to the News Editor
  • Performed extensive research to investigate and verify information before publishing
  • Collaborated with colleagues, including photographers, for comprehensive story coverage
  • Handled ad-hoc responsibilities and demonstrated readiness in challenging situations like natural disasters or accidents.

Education

Bachelor Degree in Communication - Journalism

University Putra Malaysia
12.2005

Sijil Tinggi Pelajaran Malaysia (STPM) -

Sek. Men St Theresa, Muar
12.2001

Sijil Pelajaran Malaysia (SPM) -

Sek. Men. Seg Hwa
12.1999

Penilaian Menengah Rendah (PMR) -

Sek. Men. Seg Hwa
12.1997

Skills

  • Communication
  • Marketing Strategy
  • Market Research
  • Product Branding
  • Content Marketing
  • Copywriting and Editing
  • Translations and Proofreading
  • Digital Publishing
  • Social Media Management
  • Event Management
  • Project Management
  • Advertising (ATL & BTL)
  • Creativity
  • Microsoft Office
  • Curiosity to Learn
  • Critical Thinking
  • Empathy and Comprehension
  • Leadership
  • Teamwork
  • Adaptability and Flexibility
  • Responsibility
  • Time Management
  • Attention to Detail
  • Problem-Solving
  • Client Relations
  • Customer Relations
  • Team motivation
  • Staff Supervision
  • Task Delegation
  • Staff Management
  • Operations Management
  • Budget Management
  • Cost Reduction
  • Cost Control
  • Negotiation
  • Corporate Social Responsibility
  • Customer Service
  • Team Leadership
  • Teamwork and Collaboration
  • Computer Skills
  • Problem Resolution
  • Decision-Making
  • Multitasking Abilities
  • Training and Development
  • Idea Development and Brainstorming
  • Interpersonal Relations
  • Interpersonal Communication
  • Process Improvement
  • Analytical Thinking
  • Budget Management
  • Work Planning and Prioritization

Personal Information

  • Date of Birth: 11/26/82
  • Nationality: Malaysian

References

  • MONA ANG, PUBLIC RELATIONS OFFICER, MINISTRY OF HEALTH, +60 16-8957762
  • JANET LOH, AVP, CORPORATE COMMUNICATIONS, +60 19-270 2626
  • ADELINE SOO, MANAGER, DIGITAL MARKETING, +60 16-229 3730
  • TAY LAI SEE, MANAGER, MARKETING, +60 12-227 7950
  • ALICE YUEN, ASSISTANT MANAGER, MARKETING COMMUNICATION, +60 17-3078100

Languages

Chinese (Mandarin), English
Native language
English
Upper intermediate
B2
Malay
Upper intermediate
B2
Chinese (Mandarin)
Proficient
C2
Chinese (Cantonese)
Proficient
C2

Certification

· Certificate of Digital Marketing Business Masterclass, KelC Creative Sdn Bhd - Apr 2024

· Leadapreneur - Level 1 Primus Agile Warrior, 2019

· ISO 9001: 2015 Transition Training, SGS Malaysia Sdn Bhd - Aug 2016

· ISO 9001 Process Based Internal Auditing, NevilleClarke - May 2013

· Effective Interpretation of Quality Management System Requirements, NevilleClarke - Apr 2013

· English Proficiency for Reporters, Innovative Training Expert Sdn Bhd. -Aug 2008

· Political Integrity Course for Reporters, Malaysia Integrity Institute - Jun 2007

· Malaysian Journalism Workshop, British Council - Feb 2006

Timeline

Assistant Manager of Marketing Communications (Editorial)

Elken Sdn Bhd
06.2022 - 05.2024

Assistant Manager of Digital Marketing (Content Lead)

Elken Sdn Bhd
12.2019 - 05.2022

Assistant Manager & Senior Executive of Corporate Communications

Elken Sdn Bhd
01.2012 - 11.2019

Advertising & Publications Executive

Elken Sdn Bhd
05.2010 - 01.2012

Journalist

Sin Chew Daily
04.2005 - 05.2010

Bachelor Degree in Communication - Journalism

University Putra Malaysia

Sijil Tinggi Pelajaran Malaysia (STPM) -

Sek. Men St Theresa, Muar

Sijil Pelajaran Malaysia (SPM) -

Sek. Men. Seg Hwa

Penilaian Menengah Rendah (PMR) -

Sek. Men. Seg Hwa

Quote

The way to get started is to quit talking and begin doing.
Walt Disney

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