Hubspot
Allen Looi
Head Of Marketing
Kuala Lumpur
If you don't ask, the answer is always no.
Nora Roberts
Summary
Enthusiastic digital marketing professional with nearly ten years of experience working for both clients and agencies in a wide range of industries, such as technology, education, healthcare, finance, and consumer goods. Skilled in marketing strategy development and execution, campaign management across multiple platforms, data and metric analysis, and delivering results that drive business growth. A creative problem-solver with good communication skills and a history of success working with teams from different departments.
Overview
10
10
years of professional experience
8
8
years of post-secondary education
Work History
Head of Marketing
EasyEat Pte Ltd
Kuala Lumpur
08.2021 - Current
- Created and managed a marketing team of 13 marketing associates spread across Indonesia, India, and Malaysia.
- 13,900 organic followers generated on TikTok, Instagram, Linkedin, and Facebook.
- Generated over 9,300 inbound leads for Malaysia with a 70% ICP ratio, which resulted in the acquisition of 1,128 new merchants over the past 12 months.
- Over 2,300 inbound leads were generated for Jakarta with a 50% ICP ratio, resulting in the acquisition of 115 new merchants over the past 6 months.
- Today, new merchant acquisition accounts for 80% of GMV.
- Collaboration with the Onboarding and Product teams to develop onboarding materials and a 90-day user journey to increase product adoption.
- Collaborated closely with key accounts to create digital marketing campaigns based on customer data collected through EasyEat's system.
Strategist, Co-Founder
BETA Social
Subang Jaya
08.2017 - 12.2022
- Recruited and built a team of 10 advertising professionals, including account managers, copywriters, graphic designers, art directors, and performance buyers.
- In charge of bringing in new clients for the agency. Pitched and won two key business from Tenaga Nasional Berhad ACCA APAC, resulting in 60% of revenue generated for 2021 and 2022.
- Developed official partnerships with local media agencies (Zumax Digital and Edense) to improve client retention by increasing agency expertise in media buying.
- Collaborated with Peopable (an influencer marketing agency) to cross-sell social media marketing and influencer marketing services.
- As a strategy to increase client retention, I developed services with shorter campaign durations (3 to 6 months) to lower the churn rate. Since 2022, the agency has had a 90% retention and completion rate for projects.
- Agency services include social media strategy, campaigns, content development, and performance buying for customers.
- Managed platforms: LinkedIn, YouTube, Facebook, Instagram, TikTok, and Xiaohongshu
Social Content Lead - Singapore & Malaysia
The Coca-Cola Company
Kuala Lumpur
04.2017 - 06.2019
- Oversee all of Coca-social Cola's media platforms in Malaysia and Singapore.
- Working closely with the Brand, Commercial, Trade, and Shoppers teams as part of the Integrated Marketing Communications (IMC) team in the SIMA region (Singapore & Malaysia).
- Secondary reporting line consists of direct report to the ASEAN Hub in the Philippines
- Exhibited exceptional communication abilities in managing creative and media agencies for all digital campaigns.
- Generated monthly and weekly reports on social media for key stakeholders in ASEAN
- Part of the SIMA FIFA team to create 16 real-time videos for the FIFA World Cup 2018 campaign. In June 2018, one of the videos scored the highest virality in June 2018 (Buzzmetric)
- Part of the key IMC team that created the NutriBoost digital communications launch in Malaysia, partnering with Shazam (a music recognition app) to drive trials at MyNews. Within two months of its release, 20,000 bottles of NutriBoost were redeemed.
- Lead the can design and video production of Malaysia Coca-Cola Can (Merdeka 2017) and achieved 700k+ Facebook views.
Senior Social Specialist
IPG Mediabrands
Petaling Jaya
01.2015 - 03.2017
- The account manager for the social media channels of RHB Group
- Work closely with the media arm of IPG Mediabrand to manage the client's RM500,000 annual budget for social media campaigns.
- Active collaboration with media partners, creative agencies, and production companies
- Participated in new business pitches and won contracts from Nestle, MyTeksi (Grab), and British American Tobacco.
- Biggest win: RHB Group's Mother's Day content was featured on 9GAG.
- Increased the value of the retainer signed with RHB from RM30,000 per month to RM60,000 per month through the upsell of a social listening tool for crisis management.
Social Media Executive
Stream Empire Holdings
Kuala Lumpur
07.2014 - 12.2014
- Manage the social media channels for New Balance and Dr. Martens.
- Manage social media communities, including responding to comments, messages, and reviews and encouraging participation through user-generated content and contests.
- Collaboration with cross-functional teams such as brand, product, and sales to ensure social media campaigns are aligned with business goals
Education
MBA - Business Administration And Management
07.2016 - 08.2019
BBA - Marketing & Management
07.2009 - 05.2014
Skills
Marketing analytics
Strategic planning
Social Media Management
Content and digital asset management
Search engine optimization expertise
Lead Development
Promotion tactics implementation
Keyword optimization
Budgeting and Allocation
Brand development
Key stakeholder relationship building
Campaign development
Promotional campaigns
Product launch management
Thought leadership
Software
Zoho
Meta Business Suite
Google Ads
Unbounce
Mailchimp
Zoho
Google Looker Studio
Adobe Photoshop and Illustrator
Canva
MS Office
Netbase
Sprinklr
Later
Trello
Notion
Buffer
SemRush
Typeform
Work Availability
monday
tuesday
wednesday
thursday
friday
saturday
sunday
morning
afternoon
evening
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Timeline
Head of Marketing - EasyEat Pte Ltd
08.2021 - Current
Strategist, Co-Founder - BETA Social
08.2017 - 12.2022
Social Content Lead - Singapore & Malaysia - The Coca-Cola Company
04.2017 - 06.2019
Cardiff Metropolitan University - MBA, Business Administration And Management
07.2016 - 08.2019
Senior Social Specialist - IPG Mediabrands
01.2015 - 03.2017
Social Media Executive - Stream Empire Holdings
07.2014 - 12.2014
Northwood University - BBA, Marketing & Management
07.2009 - 05.2014