Allen Looi

Work History

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.

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

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.

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.

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