Alvin Phey

• Designed course curriculum for Business Management and Digital Marketing courses
• Delivered higher-level diploma and advance diploma courses via classroom, online and hybrid methodologies to satisfy course curricula and meet student needs.
• Used variety of learning modalities and support materials to facilitate learning process and accentuate presentations.
• Evaluated and revised lesson plans and course content to achieve student-centered learning.

Achievements:

• Designed curriculum for Principles of Business in four days, which includes modules such as Business Management, Business Communications, Microeconomics, Business Finance and Marketing.
• Obtained highest rating on Learning Satisfaction from students for efficient delivering courses via both online and offline platform, and provided examples which are related to industry.

• Revenue owner of Residential Segment for Residential Fiber Broadband Service and VAS - Freedom DNS. Fiber Broadband includes both ViewQwest's own networks and partner's networks, i.e., HSBB from Telekom Malaysia.
• Responsible for all Sales and Marketing related activities in the consumer life cycle: Awareness -> Interest -> Sign Up -> Service Fulfillment -> Billing -> Customer Support -> Retention -> Exit
• Developed product with competitive pricing appealed to target audience and met margins requirements.
• Strengthened Direct Sales Channel with own sales team and “auto pilot” sign up process at ViewQwest's networks, while working with reseller to grow revenue from HSBB networks.
• Key influencer to all customer support processes, from billing to retention to exit.

Achievements:

• Achieved 30% YoY revenue growth on Residential segment since 2018, resulted from strong subscriber acquisition from VQ's networks, high ARPU and low churn rate.
• Grew VQ's market share from 39% in 2018 to 45% in 2021 within coverage of 7,000 occupied homes (Total homes passed = 11,000, in which 64% were occupied) in KL, JB and Ipoh. However total homes passed in ViewQwest's own networks were only increased by less than 10% since 2018.
• Grew customer equity by 30% in 4 years (end of 2021) with successful customer retention program.
• Reduced churn from 4.7% in 2017 to 1.7% in 2021.

• Responsible to strategize, develop and manage the total Celcom brand portfolio (Postpaid, Prepaid, Business, OFW, OTT and VAS) deliverables quarterly and annually.
• Led a team to plan, manage and execute end-to-end all new product launches, brand campaigns and refresher communication campaigns.
• Managed Celcom Brand Dashboard, Campaign Cycle Planning, produced and organized all Campaign reporting for Brand & Marketing department.
• Led a team of brand managers, associates and responsible for their delivery and talent development / up-skilling.

• Oversaw development of marketing campaigns to drive sales and customer engagement.
• Managed branding campaigns and marketing initiatives in digital, web, print, video, and social media.
• Oversaw account budgets, internal billings and monthly P&L to achieve financial goals.
• Utilized detailed market research, specific population demographics and lifestyle data to identify product target markets.

Achievements:

• Executed webe pre-launch campaign to generate awareness and engagement and to promote the usage of QR code as it is main engagement's element in webe's future GTM execution. The campaign captured 3.42mil engagements with 156K mobile apps download in 5 weeks and gotten us to bag 5 awards – 1 gold (Best Campaign – Direct Response) and 4 silvers (Best App – Entertainment/Games; Best App – Creativity; Best Campaign – Incentives & Rewards; Best Campaign – Viral Marketing) in 2017 MobEx Awards in Singapore.
• Launched webe Mobile postpaid on Sep 30, 2016. Successfully captured 85K subscribers within 3 months with average of 2.5K daily sales in the last two weeks of December 2016.

• Process and systems owner for Sales and Marketing in Asia Pacific Region
• Consolidated and prepared regional weekly/monthly sales and marketing report to facilitate management meeting

Achievements:

• Standardized and implemented sales funnel report across Asia Pacific within two (2) months
• Replaced old e-blast systems with comprehensive e-marketing systems – “Salesforce Marketing” for entire Southeast Asia countries
• Integrated lead management process which established lead handover from marketing to sales with SLA

• Owner of P&L for Malaysia and Singapore and responsible for end-to-end sales and marketing functions to increase the revenue of Rakion - online game title.

Achievements:

• Generated US$150K (300% increase) in revenue in 2007 through collaboration with cyber café owners in Northern and East Coast region in Malaysia
• Recruited ~5.2K new gamers during WCG 2007 in Malaysia, with only US$2K marketing budget

• Delivered marketing strategies that assist MY and SG in achieving its business goals on sales volume and revenue, through working with local and regional stakeholders.
• Led local marketing team members to align marketing resources (budget and headcount) to support in-country's strategy.
• Oversaw planning and execution of country's marketing initiatives/programs (PR, retail, advertising, event, sponsorship, co-marketing with OEM/COEM) by respective team members.
• Managed 2 direct employees: Retail Marketing Manager & PR Manager.

Achievements:

• Launched integrated GAPP* – Consumer campaign in FY04, and repeated the same campaign in FY05. The campaign won an APAC Regional Award for helping the country to expand Malaysia's Total Available Market (TAM) in the consumer segment in both years.
• Launched innovative and integrated GAPP – SMB campaign in FY05, and was recognized as the Best Known Method (BKM) and won a Regional Award. The campaign was also shared with worldwide team in FY05 and had successful helped to strengthen Intel Malaysia's thought leadership position, and increased brand advocacy in the SMB space.
• Worked with Reseller Channel Organization (RCO) and MNC Retail to launch Mobility Lifestyle campaign in FY05, to boost the awareness of mobility lifestyle among youth. The campaign has successfully increased Intel's Marketing Segment Share (MSS) in the mobility segment and increased Average Selling Price (ASP) in the months of August & September 2005.

• Drove implementation of campaigns in geographies to support the marketing plan and assist industry sales team in building sales pipeline.
• Specified, planned, sourced and managed marketing activities to achieve the campaign objectives within timeframe.
• Built marketing campaign according to the level of awareness of each product group.
• Managed local marketing budget, commitments, resources (6 non-executive direct reports) accordingly.

Achievement:

• Generated RM225 million of potential revenue for the company (just on Oracle 9i products) through business events, including business seminars, product launches, and direct marketing activities executed in MY in FY2002. RM3 million was closed within the financial year.
• Won 3 individual outstanding performer awards and 1 team awards during the 3 years tenure with Oracle.

• Provided marketing insights to 11 FMCG clients and assisted on their marketing intelligence activities, both regular and ad-hoc/project base. Out of 11, 7 are key accounts: Philip Morris International, J&J, Colgate, Pepsi, Kimberly Clark, SCJohnson, and Kraft International.
• Assisted clients in evaluating pre-launching initiatives using retail audit data. This include identifying right channel of distribution, evaluating performance of competitive brands, and assist in product positioning.
• Evaluated effectiveness of marketing initiatives (post-launching), this includes tracking product performance, distribution, effectiveness of advertising, merchandising and consumer acceptability.