Diana Ang Chiew Lian

Responsibilities:

• Continually maintained and improved company's reputation and positive image in ASEAN region.
• Developed Thought Leadership strategies and initiatives to strengthen corporate brand positioning.
• Developed marketing communication strategies for regional and localised campaign to maximise sales and advertising efforts.
• Managed full-cycle marketing communication strategies including estimating costs, managing resource allocation and adjusting promotion schedules.
• Monitored NPS metrics and developed actionable insights to improve efficiency and performance.
• Led process improvement and problem-solving efforts to create standard procedures and escalation policy for customer support team.
• Created programmes and engagements to enhance customer experience, increase customer retention and share of wallet.
• Successfully established online channels for digital and social media marketing to effectively engage with direct and indirect stakeholders.
• Managed four headcounts based in Malaysia, Singapore, Thailand and India with direct reporting on regional and local responsibilities for branding and communications covering areas of digital marketing, events management, multi-channel stakeholder and trademark management.
• Planned and executed effective internal communications and engagements campaigns to educate employees on key global initiatives by group HQ.

Achievements:

• Realised MYR 1 million in revenue on distributor promotion campaign, resulting in 30% increase in sales for one product line.
• Customer Net Promoter Score (NPS) increased continuously in last 3 years, with 2020 results achieving 57% which is highest in last 7 years.
• Achieved high level of employee engagement (including top 10 competition winners at global level in year 2) for two consecutive years of employee campaigns across SEA and India on sustainability and energy efficiency topics.

Responsibilities:

• Supported company's business goals through development and implementation of internal and external communication strategies.
• Developed and promoted corporate brand, images and identity to media and public.
• Conceptualised brand identity and developed unique accompanying graphic style and tone for use in communications.
• Increased product and brand exposure by developing new packaging, collateral and sales materials and optimising target audience reach.
• Planned and implemented studies to assess brand value and competitor market positioning to provide insights for brand awareness and positioning strategies and campaigns.
• Developed engaging and successful marketing, advertising and website copy.
• Created and implemented Corporate Social Responsibility (CSR) initiative to maximise industry awareness with relevant government agencies and press media.
• Developed and managed Crisis Communication strategies and implementation plans across SEA and India.

Achievements:

• Successfully trained company directors and department leaders on media management in crisis communication and deployed country crisis response team to support business continuity plans.
• Successfully roll-out and implemented corporate rebranding throughout Asian region across countries such as China, India, Thailand, Malaysia and Singapore.
• Launched multiple language corporate websites.

Responsibilities:

• Increased brand awareness through creation of innovative print and digital productions for major publications.
• Oversea preparation of marketing copy, images, videos, emails and other collateral.
• Developed creative sales tools, including presentations, demonstration kits and promotional flyers to enhance sales pitch.
• Built and strengthen strategic relationships with vendors, advertising agencies, media and industry partners.
• One of the founding members of the Malaysian Insulation Manufacturers Industry Group (MIMG) under the Federation of Malaysian Manufacturer's.
• Managed all aspects of events, including planning, logistics, contract negotiation, event concept and promotions, including execution of trade shows and conferences.

Achievements:

• Successfully established Industry association's (MIMG) communication and brand development for over 10 years.
• Conserved resources by establishing strategic agency partnerships and streamlining marketing materials and budgets.

Responsiblities:

• Tracked key metrics and developed detailed analysis of campaigns, including cost control and performance aspects.
• Managed campaign activities such as telemarketing and direct mailing co-ordination, documentation requirements and reporting functions.
• Managed communication and relationship with extensive range of local/other department personnel to achieve successful campaign launch.
• Prepared department’s production plans and budgets and provided ad-hoc report for local and regional requirements.
• Provided point-of-contact and support for agents’ enquiries and requests.
• Managed business reports and follow-up issues at company wide and regional level.

Responsibilities:

• Planned and executed trade exhibitions, seminars and customer trainings across states in West and East Malaysia.
• Developed innovative and targeted collateral to support overall sales and marketing objectives.
• One reporting headcount, trained and supervised to support promotional activities and events.
• Established and maintained customer database for key account activities and mailer distribution.
• Established and maintained project and product application databases.
• Developed processes to manage catalogues, marketing collateral and demonstration assets.
• Built and maintained an in-house library for proper documentation and referencing of marketing materials.
• Managed budgeted expenses.