Felicia Leong
Summary
Organized and dependable professional with more thann 15 years experience who is able to manage multiple priorities with a positive attitude. Solicits and determine needs of client through research, challenges, history and business practices for an effective and appropriate consultation whilst differentiating establishment from competitors with strategic ideas and pricing. Constantly stays abreast with current trends with an aim to be the market leader while maintaining focus on customer's objective and brand credibility.
Overview
25
25
years of professional experience
Work History
Head Of Brand Solutions
ShopBack Malaysia
05.2023 - Current
- Grow and manage a newly formed department in ShopBack Malaysia
- Lead, mentor and manage a team of advertising professionals including senior managers and campaign operations lead
- Set clear performance expectations with regular performance reviews and foster a positive and collaborative team culture
- Develop and implement advertising strategies that align with company goals
- Identify target audiences and pursue new business opportunities and markets, create strategies to effectively reach and engage them
- Develop customized solutions working towards high customer retention
- Drive growth through acquisition of new clients and expansion of existing accounts
- Monitor team performance and implement strategy to support team's targets
- Collaborate with other departments to align sales efforts with overall business strategy
- Communicate sales performance and insights to stakeholders and senior management.
Sales Director
Partipost Malaysia Sdn Bhd
04.2021 - 04.2023
- Start-up team for an influencer marketing App platform focusing on Nanos (everyday people) and Micros
- Work alongside brands to define approach, executive and manage influencer campaigns working towards the set objective
- Take on the “hunter” and “farmer” role from pitching to closing deals
- Analyse end campaign performance, coming back to campaign objectives and business goals, and identifying successes and areas for improvements
- Manage client's campaigns together with the Operations team, ensuring that they are delivered on time and keeping with acceptable standards
- Create and maintain an effective client communication flow and platform
- Aggressively grow account profiles and retain clientele.
Media Sales & Partnership Manager
Carousell Media Group Malaysia
04.2019 - 04.2021
- Start-up team to monetize and drive media sales and partnerships from pitching to closing deals as we all campaign management
- Responsible for country's media sales targets
- Build lasting business relationships with agencies and direct clients to ensure they are in line with their business objectives when using Carousell and Mudah's platform
- Working closely with various divisions ie
- AdOps, Finance, Marketing and Product team to execute creative and successful campaigns
- Develop and maintain strong relationships or partnerships with agencies and clients establishing as the trusted consultant at all levels
- Advise and manage client's digital strategy and providing constant product updates
- Ensure each campaign is optimised to improve performance in meeting campaign objectives
- Aggressively grow account profiles and retain clientele
- Initiate performance reviews with agencies and clients to improve campaign effectiveness to strengthen Carousell and Mudah's products and services.
Business Development Director
Unity Media Pte Ltd
04.2018 - 04.2019
- Malaysia media representative for media owners across ASEAN countries for an independent Singapore establishment specializing in Out of Home, Broadcast, Digital and Print
- Working directly with clients and strategic collaboration with media agencies or media partners
- Provide media owners unparalleled exposure to clients and agencies in order to represent their brand's commercial interest at the highest level
- Offer clients and their agencies transparency and knowledge sharing in media selection based on research and market insights, done alongside Unity Media's Singapore and Malaysia media team
- Working with Malaysia based clients and media agencies to provide strategic planning and buying to the execution, ensuring efficiency for campaigns running out of Malaysia; functioning as the extended marketing arm and championing the brands we represent
- Maintain current client relationship as well as expand revenue regeneration
- Develop new or potential accounts to drive new business
- Manage a range of campaigns with planning and buying team based in Singapore and Malaysia.
Sales Director –Special Projects & Expatriate Lifestyle
Mongoose Publishing Sdn Bhd
04.2016 - 04.2018
- Special Projects is the creative services division of Mongoose Publishing registered as Mongoose Pacific
- Projects include custom publishing of magazines, newsletters or mailers mainly for client's internal use, creating websites, providing contents for the website and video production
- Managing a range of projects and creating contents together with editorial team for a variety of brands across a number of segments
- Lead, plan and execute the management of projects from proposal, presentation, initial project brief through to print and delivery
- Business development for a range of clientele, maintain rapport with potential and current clients to ensure alignment to priorities
- Maintain relationship with key decision makers
- Strategic planning to maximize new businesses by identifying growth areas and opportunities
- Develop, propose and present a range of media platforms, offering innovative ways to build client's business and the brand
- Ensure the coordination of all major projects, meeting regularly with editorial team and cross-functional team to ensure projects are on track.
Senior Account Manager
Aspire Lifestyles Malaysia
04.2015 - 04.2016
- Position suite of products and services for a Business to Business to Consumer industry targeting the mass affluent and high net worth segments
- Maintain regular face-to-face contact with all key clients to build strong business relationships to assist in increasing the yield per existing client
- Provide responsive and effective account management and problem resolution and ensuring that zero bad debt accounts
- Develop and expand all lines of products and service solutions with the support of in-house experts and to ensure the delivery of quality service to clients
- Identify potential clients in targeted segments to develop new and business extension
- Achieve monthly and annual sales and business targets for new, existing and renewal business.
Director of Sales - BACCARAT Malaysia
ACG Luxe Sdn Bhd
04.2013 - 04.2015
- Start-up team to oversee strategic longterm planning and daily operations to produce acceptable strategies, operational plans, policies and budgets
- Working collaboratively across organization to implement and maximize corporate initiatives
- Establish and monitor organizational structure that maximizes efficiency and productivity
- Provide an environment that is consistent with the elements of professional management in order to assure a high level of morale and productivity among division personnel
- Develop and maintain a high level of customer and employee satisfaction in order to protect the existing revenue base and ensure future revenue growth
- Communicate value proposition of product to the team and develop sales tools that support the selling process
- From pricing, media kit, presentation deck, introduction letters, proposals to contracts
- Manage both production and circulation aspects, build strategic partnership with hotels, private clubs, banks and more for maximum branding and exposure of the title within the specific target market
- Oversee and evaluate market research and adjust marketing strategy to meet change market and competitive conditions.
Head Of Sales - Prestige Malaysia
Catcha Luxury Publications Sdn Bhd
04.2010 - 04.2013
- Formulate, implement strategic and tactical sales and marketing plans while overseeing all necessary activities to fulfill strategic objectives
- Proactively identify and analyse sales statistics and strategy to determine business growth potential
- Monitor competitors to enforce recommendation towards strong competitive position of the business
- Develop existing marketing activities to ensure awareness of the magazine amongst targeted clients
- Oversee the hiring, training and firing of personnel involved in sales and marketing
- Responsible for driving revenue and use learning's from that experience to refine sales processes and build a top-notch team
- Establish performance goals for employees and monitor performance on a continual basis
- Work towards building the overall strength and performance of the sales and marketing team and the company as a whole
- Plan and manage internal communications and awareness of corporate direction, mission, aims and upcoming activities
- To manage relevant reporting of management and financial information for the sales and marketing department
- Develop and maintain a strong work relationship with key opinion leaders and contacts with other relevant agents.
Advertising Manager (CLEO & Cosmopolitan Malaysia)
ACP Magazines Pte Ltd
04.2006 - 04.2009
- Develop, implement, and manage magazine's advertising strategy and targets both from business, sales and technical perspective
- Initiate and manage discussion or presentation with potential and existing portfolio of accounts and existing network of industry contacts to generate revenue opportunities
- Provide timely follow up on inquiries, and maintain availability by telephone and email to clientele and staff members
- Keeping log of all contacts made and outcomes of those interactions for both existing and new accounts with the same degree of professionalism
- Negotiate agreements with potential & existing clients, managing the development of sales materials and formulating marketing strategies
- Managing account managers and executives, internal budgets and administration, working hand in hand with marketing & editorial team.
Account Manager (FHM & LIME)
MediaCorporation Publishing
04.2005 - 04.2006
- Discuss and manage the products, services and advertising requirements of each client
- Maintain regular liaison with client and advertising agency to ensure effective flow of communication
- Oversee and negotiate details of advertising campaigns whilst handling the profitability of account and monitor the effectiveness of campaigns
- Develop and secure new business opportunities
- Gain and maintain familiarity by keeping up with changes in the nature of clients' products, business culture and competition.
Sales Manager (Pre-Opening Team)
Hilton Kuala Lumpur
04.2004 - 04.2005
- Involved in implementation of the Standard Of Procedures for the sales department
- Ensure development and performance of sales activities in assigned market
- Provide timely reports to immediate superior on a weekly and monthly basis with revenue and industry updates
- Generating business from potential clients, keeping them abreast of the latest room or dining promotions and upcoming major events held in the hotel
- Coordinating customer requirements amongst various departments in achieving maximum guest satisfaction
- Maintain good interaction with valued clients, providing best advise based on specific needs and meeting client's objective
- Ensure timely follow ups from reviewing proposal to finalizing details and closing the sale
- Maintaining accurate statistics of all accounts in order to identify, develop and evaluate marketing strategy
- Work hand in hand with various departments to ensure that client's expectations are kept at the utmost at all times.
Sales Manager
Mandarin Oriental
10.1999 - 04.2004
- Generating business from existing and potential clients, coordinating customer requirements amongst various departments in achieving maximum guest satisfaction
- Personal interaction with valued clients to securing the business mandate, reviewing proposal to finalizing details and closing the sale
- Provide sound advice to clients on the specific needs mapping their objectives in the most effective way possible
- Using the appropriate sales presentation with strategic planning to ensure the sale and profitability of product contributes desired results
- Identify and develop potential buying decisions of all key accounts to allow for specific financial strategic planning of the related market
- Maintaining accurate production statistics for all accounts in order to identify develop and evaluate marketing strategy based on establishment's objective, thus gaining loyalty through monitoring of individual accounts through monthly revenue production
- Work hand in hand with the Catering Department to evaluate then conceptualize financial aspects according to factors that affects the buying and selling decision in order reach a Win-Win situation.
Education
BSc. (Honours) in Hotel & Restaurant Management -
Oxford Brookes University
Oxford, England01.1999
Diploma in Hotel & Catering Management -
Damansara Utama College
Petaling Jaya, Selangor01.1996
Skills
- Friendly, Positive Attitude
- Teamwork and Collaboration
- Customer Service
- Problem-Solving
- Time Management
- Flexible and Adaptable
- Dependable and Responsible
- Excellent Communication
References
- Mr JJ Eastwood, Managing Director, Carousell Media Group, 65 8782 7114, jj.eastwood@thecarousell.com, Immediate Superior
- Ms Andrea Ng, Country Head, Partipost Malaysia, 011 1122 2584, andrea.ng@partipost.com, Former, Immediate Superior
- Ms Yeong Wai Ling, Manager, SEA Financial Advisory, Deloitte Malaysia, 012 200 2310, wyeong@deloitte.com, Former Colleague
Languages
English
Native language
English
Proficient
C2
Bahasa Malaysia
Advanced
C1
Chinese (Cantonese)
Advanced
C1
Thai
Elementary
A2
Timeline
Head Of Brand Solutions
ShopBack Malaysia
05.2023 - Current
Sales Director
Partipost Malaysia Sdn Bhd
04.2021 - 04.2023
Media Sales & Partnership Manager
Carousell Media Group Malaysia
04.2019 - 04.2021
Business Development Director
Unity Media Pte Ltd
04.2018 - 04.2019
Sales Director –Special Projects & Expatriate Lifestyle
Mongoose Publishing Sdn Bhd
04.2016 - 04.2018
Senior Account Manager
Aspire Lifestyles Malaysia
04.2015 - 04.2016
Director of Sales - BACCARAT Malaysia
ACG Luxe Sdn Bhd
04.2013 - 04.2015
Head Of Sales - Prestige Malaysia
Catcha Luxury Publications Sdn Bhd
04.2010 - 04.2013
Advertising Manager (CLEO & Cosmopolitan Malaysia)
ACP Magazines Pte Ltd
04.2006 - 04.2009
Account Manager (FHM & LIME)
MediaCorporation Publishing
04.2005 - 04.2006
Sales Manager (Pre-Opening Team)
Hilton Kuala Lumpur
04.2004 - 04.2005
Sales Manager
Mandarin Oriental
10.1999 - 04.2004
BSc. (Honours) in Hotel & Restaurant Management -
Oxford Brookes University
Diploma in Hotel & Catering Management -
Damansara Utama College
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