Celena Yong
Summary
Marketing and product leader with 15+ years of experience driving growth across enterprise technology, cloud, SaaS, fintech, and digital transformation in APAC. Leads integrated marketing, branding, and product strategies translating global priorities into regional execution, accelerating revenue growth, market expansion, and competitive positioning across enterprise and public sector segments.
Track record of delivering strong business outcomes, including Huawei Connect, Huawei Cloud Summit, and the C-level Supercool-Nexion event at Marina Bay Sands, generating USD 10M pipeline. Drove 12x pipeline growth at NTT DATA through SAP go-to-market transformation. Accelerated ASEAN market expansion with USD 650K pipeline generated within four months through targeted C-level engagement and omni-channel marketing at TrustDecision.
Led large-scale enterprise initiatives, product launches, and brand transformations across complex, multi-market environments. Expertise spans go-to-market strategy, product lifecycle management, demand generation, and marketing ROI optimization. Leverages MarTech and AI-driven platforms—including Salesforce, HubSpot, Pardot, and LinkedIn Sales Navigator—to drive data-led decision-making, scalable growth, and high-impact customer engagement.
Core Expertise: Enterprise & Public Sector Marketing | B2B Growth Strategy | Regional Leadership | Product Strategy & Lifecycle Management | Product Marketing, Positioning & Pricing | Go-To-Market (GTM) & Demand Generation | Brand Strategy & Transformation | Marketing ROI & Pipeline Growth | Partner & Ecosystem Marketing | AI, Digital & Marketing Automation | Integrated Marketing Campaigns & Communications
Overview
18
18
years of professional experience
4
4
years of post-secondary education
Work history
Strategic Advisor, Engagement Marketing, Brand & Go-To-Market
2025.10 - 2026.04
- Advise technology and FMCG organizations on brand transformation, go-to-market strategy, and demand generation to drive market expansion and revenue growth.
- Partner with executive leadership to refine product positioning, value propositions, and customer segmentation across enterprise and consumer segments.
- Support product commercialization, channel strategy, brand partnerships, and integrated marketing programs across regional markets.
- Concurrent
Head of Branding and Alliances, Global (Contract)
GIIB Holdings Berhad
2024.07 - 2025.12
- Oversaw group-wide global branding strategy across subsidiaries.
- Championed corporate rebranding of Supercool Thread-liner, Gloves & Technical Compound lines (100+ SKUs) within 3 months.
- Directed cross-functional collaboration among R&D, Sales & Marketing to realign product positioning, pricing, and go-to-market communication for regional and global audiences.
- Developed and executed agile marketing strategies across the customer lifecycle — from acquisition and expansion to adoption and retention.
- Provided strategic direction and operational leadership with integration across regional teams and Global Marketing/Marketing Operations.
- Established governance for performance tracking and reporting in collaboration with agencies and partners.
- Partnered with all sources of demand to build an integrated regional marketing strategy that drove measurable impact.
- Organized C-level “Supercool-Nexion” event at Marina Bay Sands, Singapore using AI-assisted invitation campaigns — achieved 150% attendance success, 100% target profile match, and generated a USD 10 M pipeline.
- Ran collaborative brand and co-marketing campaigns, acquiring new strategic partners in China, Philippines, Australia, UAE, and New Zealand.
- Contract
Head of Marketing
Huawei Technologies Malaysia (Cloud Business Group)
2023.06 - 2024.06
- Provided strategic leadership and regional alignment with Global Marketing, Marketing Operations, and Corporate Communications during joint business planning.
- Built integrated regional strategies with Sales, Partner Marketing, and Global Marketing to advance business priorities and measurable growth.
- Led product marketing and solution positioning for Huawei Cloud enterprise offerings, aligning with customer needs and driving market adoption.
- Partnered with product and technical teams to refine solution offerings, strengthen competitive differentiation, and support go-to-market execution.
Region Head of Marketing (APAC)
Tongdun Technology (Huawei Partner, and Mastercard Partner)
2022.11 - 2023.06
- Generated USD 650 K pipeline in new markets within four months through precision-targeted C-level roundtable and omni-channel marketing campaigns.
- Directed regional marketing and GTM strategy for SaaS-based Fintech and Cloud Security solutions across APAC, accelerating growth in FIs, digital lenders, and eCommerce sectors.
- Led annual regional planning and GTM execution with prioritized metrics and budgets aligned to global and regional objectives.
- Planned and executed end-to-end product launches for FraudTech, FinTech, and SaaS-based risk management solutions across ASEAN markets.
- Developed and implemented corporate and brand communication for the international rebranding from Tongdun Technology to TrustDecision.
- Partnered strategically with Mastercard to deliver integrated co-marketing and executive partner events on financial inclusion, digital identity, and secure cloud adoption.
- Led regional digital marketing transformation with AI-powered analytics, CRM automation, and MarTech tools for scalable programs.
- Delivered integrated strategies combining ABM, content marketing, SEO, SEM, mobile, and media-buy to reach decision-makers in Fintech, Banking & Insurance, and enterprise ecosystems.
- Produced customer engagement videos and solution storytelling for risk management, cloud security, and fraud prevention.
- Orchestrated 360 initiatives including webinars, industry forums & summits, executive roundtables, and partner events with Mastercard and Huawei.
- Spearheaded strategic media buy and digital channel optimization across paid social, programmatic, and partnership content platforms — improving reach, lowering CPL, and strengthening ROI tracking.
- Reimagined regional brand identity under “TrustDecision”; deployed and managed MarTech/CRM ecosystem; collaborated with cross-border teams, partners, agencies, and media networks.
National Head of Marketing
NTT DATA Business Solutions (Nippon Telegraph and Telephone Group) - (SAP Platinum Partner)
2017.09 - 2022.11
- Led marketing and product go-to-market strategy for SAP cloud and ERP enterprise solutions, driving 12× pipeline growth.
- Key member of global change-management and brand reformation taskforce; led Malaysia and supported APAC through the OneNTT transformation to unified platform and identity.
- Provided strategic leadership across annual GM planning, demand generation, and digital transformation for SAP Cloud and ERP portfolios.
- Aligned brand direction, product positioning, and campaign narratives with regional business priorities in partnership with APAC and global HQ, connecting global vision to local execution.
- Built, mentored, and led a high-performing team; fostered a data-driven culture of accountability and operational excellence.
- Championed integrated digital programs: ABM, social engagement, SEO/SEM, and targeted nurturing to boost ROI and pipeline quality.
- Transformed digital framework with solution-specific landing pages by vertical, improving lead qualification and conversion efficiency.
- Directed multi-channel content and communications — thought leadership, campaign messaging, and executive videos — to strengthen brand authority.
- Led 360 execution across executive roundtables, webinars, conferences, and SAP co-hosted partner events.
- Revamped the national website with analytics and engagement tracking for nurturing and retention.
- Administered Salesforce, HubSpot, Pardot, SAP C4C, and Canva to drive personalized engagement and automation.
- Shifted sales storytelling from features to value/outcomes; optimized budgets and partner co-funding with transparent performance tracking.
- Recognized by APAC leadership for bridging sales and marketing operations and modernizing go-to-market execution.
Marketing Consultant
2017.06 - 2017.08
- Assisted growing SMEs in assessing business performance, identifying operational limitations, and defining long-term growth objectives.
- Led organizational restructuring projects optimizing human capital allocation and productivity within budget constraints.
- Directed client marketing teams in onboarding, skill development, and product training for sales & marketing (in-house and external).
- Conducted SWOT analysis and developed tailored strategies to drive retail channel sales and market expansion; redefined team structure, roles, and KPIs.
- Managed corporate and distributor events; secured sponsorships and achieved first-ever weekend press-media coverage for distributor events.
- Developed integrated programs across SEO, SEM, digital, mobile, advertising, e-commerce, retail activation, and product management.
- Achieved 25% total revenue growth within two months by building a new corporate services pipeline, pricing models, and operational frameworks.
- Expanded retail distribution and implemented improved store merchandising strategies for visibility and conversion.
- Managed and mentored a six-member marketing team, ensuring alignment and consistent execution.
- Freelance / Project Basis
Marketing Specialist (Events & Promotions)
Continental Tyre PJ Malaysia Sdn. Bhd.
2016.02 - 2017.05
- Planned, organized, and executed large-scale corporate and dealer events, including end-to-end product launching campaigns, nationwide roadshows, Chinese New Year celebrations, annual Million Dollar incentive trips, Road Safety Tyre Check initiatives, and coordinated press releases — ensuring brand consistency, stakeholder engagement, and operational excellence.
- Managed complete event operations: concepting, creative, vendor management, shipment coordination, budgeting/invoicing, on-site supervision, and post-event evaluation.
- Collaborated with Sales, Product, Logistics, and Regional Marketing to align timelines and ensure cohesive brand communication and launch readiness.
- Conducted SWOT analyses to identify opportunities; developed targeted strategies for female drivers, UHP car owners, and family audiences to drive retail channel growth.
- Designed and implemented effective Trade Marketing strategies and promotional campaigns optimizing sell-in and sell-out while maximizing profitability and cost efficiency.
- Oversaw end-to-end POSM management across three business divisions, from creative concept and agency engagement to production, QC, distribution, and in-store deployment.
- Produced branded materials (Ang Pow packets, diaries, bunting, banners, T-shirts, uniforms, tyre racks, and merchandise) aligned with CI and seasonal campaigns.
- Coordinated major product and media launches with regional HQ, agencies, and suppliers for timely, consistent execution.
- Enabled field execution by training and supporting Area Managers and Sales on campaigns, promotions, and launch toolkits.
- Managed and guided 10 Area Managers nationwide to ensure POSM and GWP stock consistency across Peninsular Malaysia, Sabah, and Sarawak.
- Developed strategic sponsorships and JVs with Mercedes-Benz, BMW, Renault, and TGV Cinemas to enhance brand visibility and consumer engagement.
- Supported Training Manager in planning and coordinating sales and product training programs.
Senior Marketing & Brand Executive
Luxasia Sdn. Bhd.
2012.01 - 2012.12
- Managed luxury and lifestyle brand portfolios with full-spectrum ATL, BTL, digital marketing, PR, and in-store promotions across Malaysia and Singapore.
- Localized global brand strategies in collaboration with international principals while maintaining global standards and adapting to local market dynamics.
- Planned and executed seasonal campaigns, product launches, and premium retail activations to drive sell-through and strengthen presence.
- Partnered with media/PR agencies on press releases, influencer collaborations, and earned media to boost awareness and advocacy.
- Directed visual merchandising and retail display standards across key doors, ensuring premium execution and CI compliance.
- Analyzed campaign ROI and sales data to inform optimization and strategic planning; coordinated cross-functionally for seamless delivery.
HR Talent Lead
Fujitsu (Malaysia) Sdn. Bhd.
2011.01 - 2011.12
- Spearheaded end-to-end talent acquisition and development for technical, sales, and management roles across multiple divisions.
- Partnered with business leaders to forecast manpower needs, define competencies, and design recruitment strategies aligned with growth plans.
- Managed full recruitment lifecycle — sourcing, screening, onboarding, and integration — ensuring quality hires and retention.
- Designed and executed training/development programs to improve capability and leadership readiness.
- Led university outreach and employer-branding initiatives to strengthen talent pipeline.
- Standardized HR policy documentation and compliance processes for audit readiness; supported cross-functional alignment on budgets and performance.
Global Support Executive
HSBC Electronic Data Processing (Malaysia) Sdn. Bhd. (HDPM)
2008.10 - 2010.02
- Delivered global operational and customer service support for international banking operations, meeting SLA and service-quality benchmarks.
- Resolved complex client inquiries and cross-border transaction cases with accuracy and professionalism.
- Collaborated with regional offices in the UK, Hong Kong, and India to streamline workflows and enhance delivery efficiency.
- Maintained documentation accuracy and process compliance through meticulous tracking and reporting.
- Recognized for consistent high performance, precision, and quality assurance; assisted in training new hires on process and compliance.
Education
BBA (Hons) - Management with Multimedia
Multimedia University
2005.01 - 2009.01
Skills
- HubSpot Salesforce Pardot SAP C4C Canva (AI Tools) LinkedIn Sales Navigator WordPress Adobe Suite Microsoft 365 MarTech & CRM Management AI Marketing Tools (HubSpot AI, Salesforce Einstein, Kling, Suno, CapCut)
Languages
English
Fluent
Chinese
Native
Malay
Fluent
References
References available on request.
Accomplishments
- Represented Malaysia at international debate tournaments (Worlds 2007 Bangkok; All-Asians 2007 Korea; Australs 2007 Kuala Lumpur).
- Sponsorship Director, MMU Voices English Debate Society; Director of External Affairs, MMU Student Council.
- Organized and adjudicated major intervarsity debate events across Malaysia and Singapore.
- Received four written recognitions from Huawei customers and partners for collaboration, professionalism, and execution quality.
- Led Huawei Malaysia’s business group to become the first to pass internal audit for marketing compliance, setting the benchmark for other units.
- Delivered major B2B achievements including Huawei Connect, Huawei Cloud Summit, and the C-level Supercool-Nexion event at Marina Bay Sands Singapore, generating USD 10 M pipeline. Designed and executed SAP GTM strategies aligning global and regional priorities, achieving 12× pipeline growth at NTT DATA. Generated USD 650 K pipeline in 4 months through precision-targeted C-level Roundtable and omni-channel marketing at TrustDecision.
Additional information
- Proven leader in cross-functional and regional team management.
- Strong multicultural experience across Asia-Pacific.
- Resilient, adaptable, and committed to continuous learning.
- Open to travel and regional assignments.
References
References available upon request.
Timeline
Strategic Advisor, Engagement Marketing, Brand & Go-To-Market
2025.10 - 2026.04
Head of Branding and Alliances, Global (Contract)
GIIB Holdings Berhad
2024.07 - 2025.12
Head of Marketing
Huawei Technologies Malaysia (Cloud Business Group)
2023.06 - 2024.06
Region Head of Marketing (APAC)
Tongdun Technology (Huawei Partner, and Mastercard Partner)
2022.11 - 2023.06
National Head of Marketing
NTT DATA Business Solutions (Nippon Telegraph and Telephone Group) - (SAP Platinum Partner)
2017.09 - 2022.11
Marketing Consultant
2017.06 - 2017.08
Marketing Specialist (Events & Promotions)
Continental Tyre PJ Malaysia Sdn. Bhd.
2016.02 - 2017.05
Senior Marketing & Brand Executive
Luxasia Sdn. Bhd.
2012.01 - 2012.12
HR Talent Lead
Fujitsu (Malaysia) Sdn. Bhd.
2011.01 - 2011.12
Global Support Executive
HSBC Electronic Data Processing (Malaysia) Sdn. Bhd. (HDPM)
2008.10 - 2010.02
BBA (Hons) - Management with Multimedia
Multimedia University
2005.01 - 2009.01