CELINA CHIA LOY LING
Marketing Executive
Summary
Strategic APAC Executive Marketing Leader experienced in driving business development and implementing account-based marketing frameworks across Asia-Pacific. Delivered significant business growth through effective stakeholder engagement and high-impact executive events. Managed end-to-end tender processes with a focus on compliance and accuracy, fostering strong relationships to achieve project success.
Overview
8
8
Certifications
19
19
years of professional experience
Work History
Head of Business Development and Market Access
EP Plus Group of Companies
04.2025 - 03.2026
- Spearheaded strategic business case development for acquisition growth, directly evaluating consumer health brands and genetic molecules to expand the value and commercial footprint; identified market gaps, validated financial upside, and translated opportunities into actionable acquisition roadmaps.
- Orchestrated multi-region portfolio pitches across key therapeutic areas, leading the organization’s first men’s health product, the gastroenterology franchise across four regions, and the women’s health portfolio for Malaysia, Singapore, and Indonesia; successfully aligned regional teams, refined value propositions, and strengthened the company’s strategic visibility with principals.
- Ensured regulatory readiness, commercial planning, and principal relationship management for portfolio leadership across high-value brands.
- Successfully negotiated and secured five licensed agreements with novel European manufacturers and principals, leveraging ASEAN market opportunities to negotiate favorable licensing fees.
- Redesigned the Principal Survey to enhance insight depth and operational feedback, rolling it out across 12 principals to enable stronger partnership alignment and data-driven portfolio decision-making.
- Facilitated the rollout of Patient Access – Tabun Hajj – an ethical channel to increase sales revenue for the commercial team.
- Introduced Functional Medicine endorsement for a consumer product, initiating a soft launch in September 2025.
- Implemented alternative funding access for the Pharmaceutical Business Unit.
- Secured government access for Gene therapy/Thalassemia.
- Initiated reimbursement initiatives and discussions with Third Party Administrators (MiCare, MediExpress).
- Executed precision hiring to fill Senior & Executive Business Development vacancies and provided comprehensive training.
- Provided manager coaching on strategic communication and pitching skillsets.
- Strengthened Business Development team alignment, leading to higher principal engagement.
- Developed a Business Development (BD) centric onboarding deck and department orientation.
- Established readiness as a learning platform for 2026, enabling cross-functional talent attachment and collaborating with HR to enhance the talent development program.
Medical Affair and Access Lead
Malaysian Genomic Resource Centre
12.2022 - 03.2025
- Delivered key presentations on genetics screening and regenerative medicine knowledge advances, translating complex scientific information into relatable patient needs.
- Prepared comprehensive reports, business strategies, and presentations that integrated regenerative, ergonomic, and epigenetic facts into impactful marketing materials.
- Successfully negotiated and orchestrated a Memorandum of Understanding (MOU) between MGRC and Innoquest Malaysia for a genetic screening strategic partnership, which was subsequently announced on the KLSE Bursa Saham.
- Developed strategic scripting of genetic testing into a sales kit, encompassing six series of disease therapeutics for Innoquest.
- Established a new market access account within a top joint center in Ampang, Kuala Lumpur.
- Authored customized patient brochures for wellness and aesthetics, orthopedic, and stroke packages.
- Led two Non-Disclosure Agreement (NDA) signings and developed strategic collaboration business plans for new markets in Singapore and Indonesia.
- Interfaced with VVIP clients to provide consultations and explanations regarding medical tours at MGRC laboratories.
- Served as the PR and communication lead for the Medical Affairs department.
Director of Business Consultant
LNS International Sdn Bhd (Department Closed)
01.2018 - 11.2022
- Provided market access and government affairs consulting for Pharmaceutical organization partnerships.
- Developed a strategic position paper, including an 'impactful Profit & Loss' analysis for a yearly budget request at the Ministry of Finance level, securing an RM6 million additional biologics budget in 2022.
- Spearheaded an access strategy plan that factored in the entire decision-making ecosystem of retailers, private sector, government users, and payers, leading to Pfizer Malaysia being voted as the Best Market Access Plan in 2023.
- Consulted on distributor management gaps and tactics for operations in Indonesia, India, and Thailand.
- Managed projects focused on retail management, concurrently improving inventory efficiency.
- Designed and delivered customized transformational sales training programs that resulted in high client engagement and brand recall, ultimately driving increased sales.
- Advised Mylan's Head of Marketing & Sales on strategy through key stakeholder management, facilitating the listing of a new respiratory product within a record 18 months.
- Co-partnered with clients and the Ministry of Health (MoH) to drive the National Eradication Plan for Hepatitis C (unbranded campaign), achieving a 100% sales increase.
- Created an application for a patient loyalty program within the CV retail sector.
Head of Market Access and Corporate Communication
AstraZeneca Sdn Bhd
05.2017 - 12.2017
- Directed market access and sales initiatives through drug enlistment, pricing/tender strategies, and retail strategies across Oncology, Cardiology, Diabetes, and Respiratory therapeutic areas.
- Supervised a team of two managers and three executives in executing successful projects related to access, government affairs, communication strategy, and drug enlistment.
- Successfully managed and expanded client networks to enhance product distribution and sales performance.
- Developed a company-wide market access plan that improved the Profit & Loss (P&L) for the Diabetes and Respiratory portfolios.
- Orchestrated supply chain management for stock distribution to the government sector, leading all supplier negotiations with attention to contractual delivery terms and cost reductions.
- Shaped AstraZeneca's corporate message and strategic direction for developing brand equity among public and private clientele.
- Led internal corporate communication and employee engagement planning.
- Crafted effective communication pitches for tenders and retail contracts to secure winning deals.
Senior Market Access Manager
ABBVIE Sdn Bhd
03.2015 - 04.2017
- Accelerated the National Hepatitis MOH Plan to mobilize budget allocation and improve treatment access.
- Orchestrated collaboration between a global epidemiologist (Managing Director, CDA) and a local team from MoH Public Health and Medical Development divisions to expedite sales of the high-value Direct Acting Anti-viral (3DAA) product, resulting in a 100% profit and loss impact for the company.
- Facilitated retail business access to ensure swift product availability to patients on a Cash on Delivery (COD) basis.
- Spearheaded partnerships with bumi-agents and outsourced distributors to expand product distribution and sales.
- Managed distributors and contract terms, consistently meeting sound P&L objectives.
- Oversaw operations, inventory flow, and annual planning with the logistics team.
- Reviewed all contracts and negotiated terms in the best interest of distributor deals.
- Utilized strong negotiation skills to secure advantageous agreements with various suppliers.
- Aggressively drove Patient Advocacy by facilitating patient champions.
- Launched and officiated the 'Commitment to Cure Coalition,' a therapeutic expert group tasked with drafting the National Hepatitis C MoH Plan and mobilization strategy.
- Led the budget impact study for Hepatitis C in Malaysia in partnership with the Clinical Research Centre.
- Developed dossiers and secured enlistments across all relevant Ministries (MoH, MoE, MoD).
Tender & Inventory, Market Access, and Business Development Lead
PFIZER (M) Sdn Bhd
10.2012 - 03.2015
- Advised the Finance Director on P&L considerations, noting that 70% of product sales originated from tender business.
- Implemented the Global Tender & Contracting Inventory system (GTCs), resulting in profit gains of over 38% in gross profits and a 40% improvement in inventory accuracy.
- Collaborated closely with the heads of Logistics and Retail departments to decrease stock-out situations by 35% and enhance overall inventory efficiency.
- Led tender sales and marketing managers in a country-wide lobbying plan, contributing to the recovery of lost tender business and achieving a 15% increase on top of current business.
- Strategized and succeeded in securing the APPL tender (3-year preferential contract), achieving 28% growth against fierce local and international generic competition.
- Spearheaded and facilitated tender analysis, value proposition development, and gross profit probability assessments for C-suite approval.
- Managed market penetration and inventory estimations for Diabetes, Influenza, and Pain Relief consumer brands.
- Co-managed the portfolio of products sold in pharmacists with the sales manager to improve P&L by 18%.
- Monitored margins and market analytics reports to enhance product sales in specific fast-moving outlets.
- Guaranteed P&L from retail sector met or exceeded profit-centric standards through rigorous price strategizing.
Business Manager
Merck Sharp & Dohme
02.2007 - 09.2012
- Led and influenced a team of seven senior sales representatives and one Key Account Manager in creating and executing impactful local marketing programs for PegIntron and ensuring readiness for the Victrelis launch (9 months prior to marketing authorization).
- Managed multi-level strategies, creative messaging, media, and national/local sponsorship activations to drive sales, Return on Investment (ROI), brand awareness, and brand consideration metrics.
- Achieved an outstanding performance of 104% above target (RM13.583 million YTD 2011). Secured the Asia Pacific Best Performer award for PegIntron with a 120% growth turnaround, revitalizing the business after four years of significant de-growth from 2007-2010 under previous management.
- Strategized and developed the brand for the 20-year-old asset, Proscar, skillfully outmaneuvering competition from GSK's 14-person field force with our 8-person team.
- Successfully defended Proscar against generic entry into the government sector.
- Demonstrated leadership in people management and development of a sales team of eight, including one Key Account Manager, to attain the YTD budget for 2010 for Proscar & PegIntron, totaling RM13.583 million.
- Managed inventory and forecasting for Proscar & PegIntron, including five dosing strengths due to weight-based dosing regimens.
- Revitalized the Proscar brand during its mature product life-cycle stage.
- Innovatively crafted marketing messages to create unique differentiation against leading competitors.
- Managed inventory and minimized write-offs to achieve revenue-driven goals.
- Developed pricing proposals for both products and price promotions to facilitate business turnaround.
- Trained and equipped the sales force with the necessary skills to compete and outmaneuver market dynamics.
Education
Bachelor of Business - Business
University of Southern Queensland
Brisbane, Australia02-1996
Diploma - Business Administration
Higher Education Learning Programme College
11-1994
Australian Matriculation, Pre-University - undefined
Taylor’s College
Subang Jaya, Malaysia11-1992
Skills
Strategic Business Development & Growth Planning
Financial Acumen & P&L Management
Portfolio, Brand & Commercialisation Management
Leadership & Cross-Functional Influence
Analytical Thinking & Problem Solving
Market access strategy
Procurement strategy
Bid management
Proposal writing
Commercial evaluation
Teamwork and coordination
Accomplishments
Successfully reclaimed lost tenders, delivering the highest total tender value in Malaysia and strengthening market leadership.
Pioneered an innovative market access strategy that secured an additional RM6 million budget allocation for Pfizer's biologics portfolio in Immunology.
Certification
ISPOR MEETING, ISPOR 09/2016
Timeline
Head of Business Development and Market Access
EP Plus Group of Companies
04.2025 - 03.2026
Medical Affair and Access Lead
Malaysian Genomic Resource Centre
12.2022 - 03.2025
Director of Business Consultant
LNS International Sdn Bhd (Department Closed)
01.2018 - 11.2022
Head of Market Access and Corporate Communication
AstraZeneca Sdn Bhd
05.2017 - 12.2017
Senior Market Access Manager
ABBVIE Sdn Bhd
03.2015 - 04.2017
Tender & Inventory, Market Access, and Business Development Lead
PFIZER (M) Sdn Bhd
10.2012 - 03.2015
Business Manager
Merck Sharp & Dohme
02.2007 - 09.2012
Australian Matriculation, Pre-University - undefined
Taylor’s College
Diploma - Business Administration
Higher Education Learning Programme College
Bachelor of Business - Business
University of Southern Queensland