Eszeren Rizal
Curriculum Vitae
Shah Alam,10
Summary
Possessing innovative and analytical mindset, adept at developing creative strategies to enhance brand visibility and market reach. Well-versed in consumer behavior and digital marketing techniques, with strong capabilities in campaign management and market analysis. Committed to driving impactful brand initiatives that capture audience attention and drive business growth.
Overview
14
14
years of professional experience
8
8
years of post-secondary education
Work History
BRAND MARKETING MANAGER / LEAD
MAP ACTIVE MALAYSIA SDN BHD
Bandar Sunway, Selangor
11.2022 - Current
- Leading Converse , Aldo, Reebok & Dr Marten Brand Marketing team
- To identify brand's DNA, planning on campaign structure and execution to get maximum traction in the market
- Key liaison in Malaysia for brand's alignment from regional and Global team
- 360 communications through VM, retail, merchandising, digital and e-commerce team in aligning brand's seasonal campaign and resonates with local consumer, product campaign, performance marketing and media planning
- Managing budgeting for related functions under Marketing including VMD, Performance Marketing and Wholesales
- Managing agencies from multiple touchpoints from social media/META, Influencers Management, Creative Production & Performance/Awareness Campaign
- Increased brand awareness by developing and executing targeted marketing campaigns.
- Conducted consumer research to gain insights into target audiences'' preferences and motivations, informing future campaigns and product development efforts.
- Developed creative briefs for external agencies, ensuring alignment with overall brand objectives.
- Enhanced customer engagement through the creation of compelling digital content for various platforms.
- Streamlined internal processes for improved efficiency and cost savings within the marketing department.
- Implemented performance tracking systems to monitor campaign effectiveness, making adjustments as necessary to optimize results.
- Organized successful promotional events that attracted new customers and generated positive media coverage for the brand.
- Optimized social media presence by curating share-worthy content that resonated with followers and encouraged brand loyalty.
HEAD OF MARKETING & E-COMMERCE
PRESTIGE SPORTS SDN BHD
Damansara Jaya, Selangor
03.2019 - 11.2022
- Lead Marketing and E-Commerce team for Prestige Sports Brands – Teva, Canterbury & Lotto
- Lead & execute brand communication at local market level adhering to global communications and brand's direction
- Strategize social media / digital content planning and execution for all brands
- Leading E-Commerce project and enhancing business growth in marketplaces with details on GP and business margins
- Steadily penetrated online business with strategic approach and objective driven initiatives to keep up with customer demand and competing with marketplace's trend
- Support trade marketing for business development and merchandising development on SMU project direction and approach
- Driven by KPI and to ensuring all tasks are well executed by functions and KPI markings and with details on P&L
- Focus: Aligning and strengthening working process and SOP compliance at department level to deliver high working standard process and minimizing leakages
- To align brand directions at store and digital level with accordance to global and Initiating e-commerce business with sale driven campaign
- Revitalizing influencers seeding, sponsorship and content
- Pandemic Action Plan: Marketing Budget streamed down to 60% | Activating Marketplace and shift business to online | Initiated Personal Shopper thru WhatsApp and social media live for Retail | All in digital space penetration | Instant to 24hour delivery | Influencer incentive program | Dealers Affiliate Program
- Achievement: Zero to Hero Marketplace sales from 600k for first 8 months (2020) to 2mil within 11 months (2021) and growth of 200% for 2022 projection | 1mil sales from retail with Personal Shopper & Live session throughout lockdown | 55% GP for e-Commerce achieved | Highest online sales for Teva in SEA (Jan – Aug) 2021
DIGITAL MARKETING LEAD
DANCOM (M) SDN BHD (DYSON)
Petaling Jaya, Selangor
08.2018 - 02.2019
- Position as Asst
- Marketing Manager, at Dyson
- Main task is to lead digital marketing including content creation and updating owned social media contents
- Oversees e-commerce platforms by creating promotional campaign and building sell-thru on owned platforms and marketplace
- Champion in strategic planning and communication with marketplace PIC and driving back-to-back campaign on peak period
- Communicating with channel partners (authorized retailers) on the campaign update and supplying KV necessary aligning with the communication
- Campaign: Dyson Cyclone V10 product launching and roadshow & Dyson Airwrap campaign
CONCEPT DEVELOPER
FUTURAIDE CONCEPT (CAREER BREAK)
Shah Alam, Selangor
12.2017 - 07.2018
- Self-employed, developing communications framework for MK Land's - Bukit Merah Laketown Resort & Ombak Villa
- Tasks include aligning organization's directions on social media approach, content writing and visual designing, developing event deck and ideation, producing images for website usage
- Assisting resort's Head of Operations on creating marketing plan and promotions
MARKETING MANAGER
CONSPORTS (M) SDN BHD
Subang Jaya, Selangor
01.2015 - 11.2017
- Leading Converse & Everlast Malaysia marketing team on brand's marketing communications
- To understand brand direction and to meet brand objective by localizing the global campaign and adapted on local approach point and jive with the culture
- Key liaison in Malaysia to disseminates and communicates brand's direction from Global to Malaysia team
- Communicating with VM, retail and merchandising team in aligning brand's seasonal campaign and product focus
- Attending RMM (Regional Marketing Meeting) by Converse Asia Pacific (APAC)
- Working with Converse APAC, LATAM and GLOBAL on Converse marketing directive on execution level to ensure the effectiveness of marketing and brand activities – in-line with global direction
- Highlight: Initiated Converse 3rd Skatepark in Kajang Selangor
- Managing communication with the State Government & City Council for the land, building and planning of the skatepark, PR and event activations
Asst. MARKETING MANAGER
CONSPORTS (M) SDN BHD
Subang Jaya, Selangor
01.2013 - 12.2014
- Leading Converse & Everlast Malaysia marketing team
- Reporting to Director and Country Manager - acting Marketing Manager
- Activated Converse marketing campaigns;
- Get Loud Tour (Music) 2013
- Brand's Communication (Sabah) 2013
- Skateboarding Activations (Skate) 2013
- Product Launching (OOH, Media & PR) 2013 - 2015
- Rubber Track (PR Initiatives) 2014
- Product Sponsorship / Seeding 2013 - 2015
- Handling Converse MY Ambassador 2013 - 2015
- Clash Wall (Arts) 2014
- ConsProject (Skateboarding Workshop) 2014
- Rooftops (Skate event) 2014
- Jack Purcell Pop Up Store 2015
- Made By You (Brand Campaign) 2015
- WWSD (Brand Campaign) 2015
MARKETING EXECUTIVE
CONSPORTS (M) SDN BHD
05.2011 - 12.2012
- Assisting Marketing Manager on the main brand (Converse)
- Leading Everlast & Lee Cooper Malaysia marketing activities
- Handling media communication and media analysis, Ads placements and product editorial for all brands
- Run budget & marketing report for Everlast & Lee Cooper Malaysia
- Initiate digital & social media communication for all brands
- Developing seasonal contents and marketing campaigns for Everlast & Lee Cooper
Education
Bachelor of Arts - Mass Communication, Public Relations
Universiti Teknologi Mara
Shah Alam 01.2006 - 01.2010
DIPLOMA - Art & Design, Photography and Creative Imaging
Universiti Teknologi Mara
Shah Alam 01.2001 - 01.2005
Skills
Professional Statement
Detail oriented and highly adaptable professional with experience in brand and marketing communication, campaign executions, events planning & executing, retail marketing, digital & social media content & planning, budget planning and reporting. Ability to work under minimal supervision. “A self-starter, responsive and easily adapting to environment”.
Timeline
BRAND MARKETING MANAGER / LEAD
MAP ACTIVE MALAYSIA SDN BHD
11.2022 - Current
HEAD OF MARKETING & E-COMMERCE
PRESTIGE SPORTS SDN BHD
03.2019 - 11.2022
DIGITAL MARKETING LEAD
DANCOM (M) SDN BHD (DYSON)
08.2018 - 02.2019
CONCEPT DEVELOPER
FUTURAIDE CONCEPT (CAREER BREAK)
12.2017 - 07.2018
MARKETING MANAGER
CONSPORTS (M) SDN BHD
01.2015 - 11.2017
Asst. MARKETING MANAGER
CONSPORTS (M) SDN BHD
01.2013 - 12.2014
MARKETING EXECUTIVE
CONSPORTS (M) SDN BHD
05.2011 - 12.2012
Bachelor of Arts - Mass Communication, Public Relations
Universiti Teknologi Mara
01.2006 - 01.2010
DIPLOMA - Art & Design, Photography and Creative Imaging
Universiti Teknologi Mara
01.2001 - 01.2005
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