Ila Mathi
Klang
Summary
Digital marketing and brand strategy expert focused on driving commercial growth in B2B2C sectors. Skilled in developing and executing digital transformation strategies that enhance customer engagement and optimize marketing performance. Proven leader adept at guiding cross-functional teams to achieve business objectives and leveraging data-driven insights for strategic decision-making.
Overview
16
16
years of professional experience
Work History
APAC Head of Brand Experience & Digital Business
Kimberly Clark
01.2025 - Current
- Spearheaded the development and execution of a comprehensive digital transformation strategy across the APAC region, aligning with IFP Kimberly Clark's business objectives.
- Implemented an omnichannel marketing campaign that enhanced customer engagement by 40% and drove a 30% uplift in customer retention.
- Directed the implementation of a localized brand strategy for new markets, driving regional sales up by 20%.
- Pioneered the use of AI-driven content & analytics to track campaign performance, reducing the cost per acquisition by 20%.
- Collaborated with high-profile KOLs and influencers, expanding market reach and penetration by 30% in social within 2 years.
- Drove sales of FMC & KCP products to an all-time high of USD $500 million by rolling out new sub-lines targeting niche consumer preferences in diverse ASIA markets.
APAC Digital Media Consultant
Mars Wrigley
01.2024 - 12.2024
- Managed digital media and agency communications, ensuring strategic alignment and effective execution.
- Consulted with the leadership team, including the market's GM and MD, on digital strategies.
- Influenced digital and marketing strategies, significantly enhancing brand visibility across multiple platforms.
- Oversaw digital budget management exceeding USD 20M, achieving double the planned deliverables.
APAC Digital Director
Monster Energy
01.2022 - 12.2023
- Developed and managed digital strategies including sales and marketing programs for ASIA digital marketing efforts.
- Created and managed APAC Digital Blueprint, owning media budget and leveraging synergies in media planning and negotiation.
- Led partnerships and negotiations with media partners, social media companies, and agencies, enhancing brand visibility.
- Leveraged marketing data analytics through Power BI dashboard and consumer insights trend studies to develop media strategies.
Associate Director - Digital Acceleration
Merck, Sharpe & Dome
01.2019 - 12.2019
- Developed digital acceleration roadmap to align with business objectives and enhance digital strategy execution.
- Drove functional expertise to influence digital budget and resource allocation, optimizing investment in key initiatives.
- Identified key digital business trends and growth opportunities to shape new digital strategies.
E-Commerce Director, Head of Digital Marketing & Master of Social Selling
Avon Malaysia
05.2016 - 12.2018
- Implemented APAC's 1st ecommerce platform, significantly enhancing the opportunity pipeline through strategic partnerships.
- Drove strategic e-commerce & sales knowledge management initiatives across business units.
- Oversaw omni-channel sales transformation to support markets, driving brand growth.
Head of Digital Business Strategy, Activation & E-commerce
Yes Creation
01.2010 - 12.2016
- Implemented marketing campaigns across 1000 brands that led to a 45% increase in website traffic.
- Cultivated long-term relationships with acclaimed bloggers and key social media influencers.
- Monitored online brand presence and engaged with users to strengthen customer relations.
Education
High school or equivalent - Bachelors of Applied Science
University of Science Malaysia
Penang, Malaysia03-2003
Skills
Languages
- English, Fluent
- Malay, Fluent
- Tamil, Fluent
- Hindi, Moderate
Accomplishments
- Catalyst of APAC's Digital Media & Commerce Marketing/Growth Leadership in Ai implementation - the North Star for LTs in all Digital support to achieve a business of 8% growth in ASIA
- Asia's Social & Quick Commerce Lead Championing in TikTok increasing 50% more on NSV with Global/ASIA/Local leading projects based on Data led insights
- Master curator of ASIA's Digital Media, Commerce & Content Brilliant Basics with clear Digital impact to business via relevant scorecards and media metrics to grow ASIA Marketing(Growth)
- Lead end-to-end Marketplace rollout, Content, Performance, Demand gen, and the cross functional across multiple countries based on customer experience, digital touchpoints, and marketplace innovations
- Facilitated both B2B & B2C Digital Sales growth in ASIA (SEA, NA, China, IN) by championing the Brand Experience and Integrated Marketing approach with clear consumer & persona mapping
- Imposed 100% Data Led full funnel omnichannel (PESO) execution across Marketing and Commercial channel execution as the Head of Marketing and Digital Business
- Spearheaded the AI Impact to business - Marketing, Commercial, and Dashboarding singlehandedly with Looker Studio
- Hustler and Sustainable Entrepreneur
Relocation
YES, YES
Career Experience
- APAC Head of Brand Experience & Digital Business, Kimberly Clark, 01/01/25, Current, REMOTE, ASIA Media Centralization - Internal + External Streamlined Alignment with MMM impact Study, ASIA DCOM Business Model Building - Pilot + Scale Up Strategy across ASIA, ASIA SOCIAL SELLING Blueprint Building Global + Cluster Execution, ASIA AI Predict technology developments, modify business plans, and make well-informed choices that support long-term objectives., ASIA End-to-End Brand Consumer Experience Design- PESO Consumer Journey Mapping
- APAC Digital Media Consultant, Mars Wrigley, 01/01/24, 12/31/24, FMCG (Confectionary & Petcare)
- APAC Digital Director, Monster Energy, 01/01/22, 12/31/23, FMCG (CPG) (B2B2C)
- Associate Director - Digital Acceleration, Merck, Sharpe & Dome, 01/01/19, 12/31/19, Healthcare (Pharmaceuticals) -B2B2C
- E-Commerce Director, Head of Digital Marketing & Master of Social Selling, Avon Malaysia, 05/01/16, 12/31/18, Retail FMCG - B2B2C
- Head of Digital Business Strategy, Activation & E-commerce, Yes Creation, 01/01/10, 12/31/16, AGENCY - Strategy & Digital Enablement (FMCG)
Timeline
APAC Head of Brand Experience & Digital Business
Kimberly Clark
01.2025 - Current
APAC Digital Media Consultant
Mars Wrigley
01.2024 - 12.2024
APAC Digital Director
Monster Energy
01.2022 - 12.2023
Associate Director - Digital Acceleration
Merck, Sharpe & Dome
01.2019 - 12.2019
E-Commerce Director, Head of Digital Marketing & Master of Social Selling
Avon Malaysia
05.2016 - 12.2018
Head of Digital Business Strategy, Activation & E-commerce
Yes Creation
01.2010 - 12.2016
High school or equivalent - Bachelors of Applied Science
University of Science Malaysia