Summary
Overview
Work History
Education
Skills
Certification
References
Timeline
Generic
Cheryl Loke

Cheryl Loke

Assistant Marketing Manager/ Project Manager
Desa Petaling,Kuala Lumpur

Summary

A Marketer, Project Manager and Brand Management (Advertising agency) professional, customer focused, digital trend hunter and lifelong learner on a journey to pursue branding and marketing.

Independent, resilient and analytical in meeting job demands and deadlines through diligent work-ethic and dedication to quality.

Self-motivated, passionate and creative in bringing ideas to life with an entrepreneur mindset to improve self and grow with the organisation.

Overview

7
7
years of professional experience
2
2
Certifications

Work History

Assistant Marketing Manager/ Project Manager

Genting Malaysia Berhad
04.2023 - Current
  • Described as an "important individual as part of the team to bring forward new ideas and can bring the team together to deliver more successful projects" by my Manager, my strengths are to lead, plan and launch campaigns for the brands under Genting Malaysia (non-gaming sector) especially for the F&B Business Unit with over 40 outlets.
  • Aside from the F&B portfolio assigned to me, I was given the opportunity to care for Gohtong Way (a new, free admission attraction), Resorts World Langkawi and an international market (Vietnam).
  • My day-to-day includes but not limited to: Strategising and proposing positioning, improve design (visuals) and identify new touchpoints.
  • I had the chance to re-brand Flavours of Genting, an in-house brand, to appeal to the mass, both young and old.
  • My biggest accomplishments were to grow Malay and Gen Z segments to meet the objectives of changing perceptions and driving footfall to the resort via launching thematic campaigns such as Merdeka Cara Kita 2023 and Fuuuh! Jom Raya Kaw Kaw 2024 which ended with a concert by Masdo at Resorts World Awana. The concert resulted in over 1938 new Genting Rewards member sign ups among Malay Gen Z target and RM915,000 PR value.
  • One of my knacks is to introduce new ideas to the team such as contextual creative messaging that is location based, short video formats instead of static visuals, die-cut photo ops instead of regular poster comm materials to meet objectives either in creating awareness or ensuring high reach.
  • I was also able to conduct FGDs (Focus Group Discussions) among my colleagues i.e. Malay or Gen Z target groups as well as workshops for my F&B Business Unit to identify brand values.
  • On top of the regular weekly Marketing reports and chairing bi-weekly Sales and Marketing meetings, I was occasionally asked to present Marketing updates of the month to senior management.
  • One of my personal goals while working here is to mentor and grow a Senior Executive/ Project Manager to take lead and gain ownership of the work that we do.
  • Other projects that I've worked on are to promote the new opening of Grand Cha Chaan Teng and Michelin Chef 4-course wine pairing dinners in partnership with the Culinary Faculty of Taylor's University College.
  • I also have event planning skills and was given the opportunity to lead a collaboration with Tourism Malaysia in their Network Session (B2B focused).

Brand Manager/ Senior Brand Manager

Naga DDB Tribal
09.2017 - 02.2022
  • Graduated at Naga DDB as the brand guardian for Prudential Assurance, Danone Nutrition (Dugro), Munchy Food Industries (Oat Krunch, Choco, Lexus and 7Days croissant) assisting the Business Lead in day-to-day operations.
  • Successfully rolled-out campaigns for a savings product that contributed to Prudential's Brand Health such as Top of Mind Awareness.
  • Won Gold in the The Appies 2021, Marketing Campaigns Awards for 'Consumer & Business Services' category, for a critical illness campaign (Thematic combined with contextual messaging bridging data with content and a lead gen campaign) in collaboration with millennial survivors such as Jared Lee and Hisham Hamzah.
  • Adapted a regional campaign in collaboration with SuperM, a K-pop group to promote health and wellness among Gen Zs as well as millennials.
  • Activated a TikTok account and ran a dance contest, one of the very first to do so in the financial industry.
  • Contributed to the transition to 100% digital space during the pandemic including incorporating digital tools such as QR codes into a traditional, print, calendar with all-year-long marketing content.
  • Mastered problem solving skills during the pandemic to solve executional challenges due to the restrictions of the lock downs to meet client's expectations.
  • Team player, team lead and mentor to two Brand Executives.
  • Awarded 'Steady Bombibi' by fellow colleagues for my calm and composed personality.
  • Worked alongside planners and the creative team to develop strategies utilising tools such as YouGov and social listening up to ideating, campaign planning, budgeting and project managing, overseeing production and liaising with 3rd party vendors.
  • Worked closely with media partners to identify touchpoint relevance, propose consumer journeys and develop overall media strategies.

Brand Executive/ Senior Brand Executive

Publicis Groupe
2 2013 - 8 2017
  • At the start of my career, I entered the fast paced digital world with Nestle Infant Nutrition brands such NAN, Lactogrow and Cerelac assisting the Group Brand Director in day-to-day operations.
  • Adopted a mobile-first mindset and applied to the basics of the digital marketing funnel (Awareness → Consideration → Action).
  • Launched my first social media contest, 'NAN Super Kids', in collaboration with Adibah Noor, Ernest Zacharevich, Firefly and Wondermama Restaurant.
  • Mastered project management skills when single-handedly executed regional campaigns for Malaysia, Singapore, Indonesia, Thailand and more.
  • Involved in the process of strategy planning, creative development, animation, TVC/ DVC production and photography shoots.

Education

Bachelor of Arts - Communications and Media Management

Taylor's University College

Skills

Communications

Integrated marketing campaign

Content marketing

Influencer marketing

Strategic thinking

Creative problem-solving

Consumer profiling

Data storytelling

Campaign planning

Campaign budgeting

Project managing

Media landscape

E-comm basics

SEO basics

User experience

Mobile-first mindset

Test, Learn, Adapt optimisation

Team player

Goal oriented

Solution driven

Organised

Resourceful

Efficient

Productive

Accountable

Eager to learn

Eye for detail

Certification

Institute of Practitioners in Advertising (IPA)

References

  • Rachel Chew, Head of Digital Marketing, POS Malaysia Berhad
  • Clarissa Ng, Brand Integration Director, Naga DDB

Contact details to be provided upon request.

Timeline

Assistant Marketing Manager/ Project Manager

Genting Malaysia Berhad
04.2023 - Current

Brand Manager/ Senior Brand Manager

Naga DDB Tribal
09.2017 - 02.2022

Brand Executive/ Senior Brand Executive

Publicis Groupe
2 2013 - 8 2017

Bachelor of Arts - Communications and Media Management

Taylor's University College

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Cheryl LokeAssistant Marketing Manager/ Project Manager