CHOO LING LING

Drive strategic proposition development and portfolio management for Preferred and Private Wealth (affluent and high-net-worth segments) to optimize portfolio growth in customer base, Net New Money, AUM growth and deepening client relationship

• Spearheaded the setup of Private Wealth with enhanced Private Wealth sales engagement and coverage model, differentiated KPI, elevated wealth advisory and solutions and premium engagement events - strong revenue growth of 36% contribution from deposit centric conversion to New-to-Wealth, double digit growth of 13% in Wealth AUM and 6% growth in Private Wealth base in Y2024.
• Head portfolio management to elevate customer qualified base through effective customers' segmentation and strategic initiatives. Drive overall Preferred Wealth AUM Build and New-to-Wealth penetration - 15% growth in Preferred Qualified, NOII increased by 49% YOY in Y2024.
• Launched Preferred flagship engagement events to create differentiated client experience and brand building improved on overall client NPS and AUM growth through top up campaign - anchor on golf (Preferred Golf Series and The Golf Lounge) and target Bumi segment (Financial Advisory Series with legacy planning consultation)

Responsible to grow base, drive P&L, market share and portfolio of Retail Deposits (CASA, Fixed Deposits and Debit Card) – strategic acquisition and portfolio management, increase product holding through building cross-sell/ up-sell and retention programmes

• Cultivated digital account behavior and stiff competition to drive acquisition – launched of self-served Octosavers-i e-KYC Apply 100% digital account opening
• Data mining and segmentation with sharper targeting and personalised banking offers and need based triggers to increased stickiness and retention
• Launched Debit Card Online Renewal to curb Covid restrictions instead of renewing expiring cards at CIMB branches
• Increased CASA acquisition through partnerships collaboration (mudah.com, Tabung Haji, Digi) - 10% YOY growth in Y2021
• Successfully onboarded VISA Debit Card as additional scheme provider generated significant upliftment in incentive deals for CIMB (previously was solely Master Debit Card)

Responsible for business performance and management to drive P&L, portfolio growth, fees and cost optimization of Auto Finance – formulated pricing strategies, empowerment matrix, disbursement growth, retention management and improve on customer experience.

• Digitalization Best-in-class Turnaround time - 1st in the industry to launch 1-Minute Auto Financing InstaApproval and dealers app, a digital platform that provides on-spot loan approval
• Top 3 position in the market – Auto finance market at negative growth, whilst CIMB grew 5x more than industry and maximise RAROC focus on Used Cars segment, differentiated value proposition for Preferred and Affordable Financing for Young Professionals
• Spearheaded partnership with Carsome on floor stock for seamless and faster drawdown process
• BIG DATA and iCAMS for acquisition and better customer experience
• Developed Empowerment Pricing Matrix and Risk based pricing to optimize profitability and risk management
• Regulatory and portfolio management for COVID- BNM Moratorium and Assisted Programme

Responsible for business performance and management to drive P&L, portfolio growth, fees and cost optimization of Mortgage – formulated pricing strategies, empowerment matrix, disbursement growth, retention management and improve on customer experience.

• Initiated PRIMA financing to support affordable home financing.
• Launched Flexi Islamic Financing to drive Islamic as business focus
• Rolled out Free Moving Cost Package to increase completed and refinancing segment.
• Launched HomeFlexi Smart (Semi-Flexi loan) - Successfully switched into CIMB best-selling and most profitable product
• Setup Mortgage Retention Unit to gate attrition and reduce potential outflows.
• Developed Empowerment Pricing Matrix cum Risked-Informed Pricing.
• Enabled cross border mortgage application and processing in CIMB ASEAN
• Green lane mortgage to improve on turnaround time from application to disbursement, priority lane for Preferred affluent segment

Responsible in marketing (handled various consumer banking products such as Credit Card, Transaction Banking, specialized in Mortgage) and mortgage product management - Developed marketing communications, identified potential customer segments, implemented strategic programmes to increase asset penetration, product holding, and customer retention.

• Launched new product and sustainable campaigns – MortgageOne Optimizer, MortgageKLIBOR, Saadiq MyHome-I, Acceptance Campaign, Referral Campaign with Business partners, 48 hours approval service guaranteed programme
• Asset growth initiatives covered customer engagement programs (welcome pack, birthday, anniversary, market probe), home loan top up, developer tie-ups
• Retention initiatives – active and reactive
• Yield maximization via MortgageOne Utilization (Usage Program) and mortgage conversions

• Developed and built trade business of Consumer Products Audio Visual and Home Appliances, specializes in Mass Merchandising (MM) accounts nationwide (Jaya Jusco, Hypermarkets, Best Denki, Harvey Norman, Courts, Senheng, HSL).
• Supported and integrated with the product and sales teams to translate marketing strategy into trade activities and promotion plan.
• Responsible to drive all marketing communications and identify sales opportunities, developed annual Advertising & Promotional plans plus merchandising activities.
• Responsible for market research and concept development to strengthen Panasonic brand image in dealer’s outlets involving window display, image corners, in-house promotions and roadshows.
• Developed dealer’s trading terms, managed sales and A&P budget.

• A member of FMCG accounts management and New Business taskforce, Partner Company of GWW specialized in marketing and brand communications.
• Brand guardian of Procter & Gamble (P&G) client – handled Global Business Units Brands (GBU) of Pantene, Rejoice, Febreze, Olay and ad hoc BTL brands of Pampers, Whisper, Pringles and SK-II.
• Successfully planned and implemented integrated launch campaigns – Pantene Black Shampoo and Rejoice Phoenix, Olay White Radiance
• Appointed as New Business Development member in Aug 2002 to pitch / acquire new clients and won 4 projects – SK-II, Lam Soon, Brands Essence of Chicken and Maxis BTL.