EMILY FOO

Experienced marketing leader with a firm understanding of market conditions, trends and positioning strategies. Background includes both traditional and digital marketing campaigns. Top-notch leadership, planning and conflict resolution skills.

Key Contributions

Power Root Malaysia Sdn Bhd

• Drive Recovery consumption for functional coffee - AliCafe and Perl, during uncertainty Covid-19 pandemic through creating new consumption occasion through festive (HRP'21), execution online and offline which resulted Monthly $SOM +0.9% from 6.9% to 7.8%
• Develop and execute penetration plan for new brand pillar, Frenche Roast into new normal, strategizing through strong digital - WOM Key Influencers, social community content and always on CPAS resulted growth Nielsen FY $SOM +1% and Kantar Penetration gain +1.7% (YTD Nov'21)
• Launch New Product through integrated physical and mental availability of Perl Yuzu from creative concept development to advertisement direction in both online and offline which garnered positive consumers sentiments and testimonials through social listening and incremental +8% to overall Perl Brand.
• Extend and Strengthen AliCafe and Extra Power Root through 2 new which resulted incremental sales +10% to the brands by execution of precision marketing.

Suntory Beverage and Food Malaysia

• Developed Ribena accelerate recovery growth strategies and plan from impact of product recall and out of stocks situation.
• Translating the strategies into actionable plan which led to steady increasing share growth month on month, YTD May'20 vs LY +2.9% to 11%
• Win in festive, CNY 2020 (APPIES AWARD 2021) successful campaign development and integration leading consumption share growth 0.8% from 5.6% to 6.8%
• Develop 100% digital campaign "Ribena Joy From Home" communication by turnaround HRP 20 in line with covid-19 consumer festive sentiments which led to recognition and featured in Oh! Media Top Raya Ad List ( Oh! Media is Malaysia's top Malay social page)
• Build Suntory towards digital innovation through establishment partnership with Local Google and the first to experiment Google VRC in APAC for HRP'20 campaign, which resulted to 30% lower cost to reach (24% improvement against industry benchmark for CPG) and become an official case study on their website.
• Build and Grow Ecommerce Suntory official store; Ribena Led with double digits growth month on month with clear development of strategy and plan basis on digital funnel

Colgate Palmolive Malaysia

• Lead and mobilize NPD launch for Slim Soft Flex Clean across MY and SG which resulted in share growth - MY 1.0% and SG 4.5%
• Identify key growth opportunities through deep dive analysis of toothbrushes multi pack price segment 3s and 5s which led to cemented colgate leadership as No.1 in Malaysia and Singapore (FY2018 and H1, 2019)
• Develop and lead Colgate Plax Ramadan Penetration program of Plax 100ml RM1 in collaboration with Giant which generated 10% growth in brand penetration
• Managed commercial plan of Ajax Aroma Sensorial and Glo Anti Bau from concept creation to launch Identify opportunities and lead Go To Market (GTM) to establish Colgate Toothbrush in Indonesia

Nestle Malaysia

• Gained recognition as best in store activation through delivery of Nestle Omega Plus largest cholesterol checks "Know Your Number" Campaign Collaborated with team and external partners in development of best use of newspaper and point of sales materials which resulted Gold Award in Malaysia Media Award 2012
• Learn from failure of NPD Nestle Omega launched less than 1 year recognizing Penetration and Reach as success formula

LINE MANAGERS - WORK DIRECTLY

ARVIND CHINTAMANI, VP MARKETING, COLGATE PALMOLIVE INDIA
+91 9619837222

MEI ANN, NG, ASSOCIATE DIRECTOR, MUNDIPHARMA, SG
+65 8891 5523