ILAINA HIKMAH ISMAIL
Senior Marketing
Cheras
Summary
Experienced and dedicated senior sales and marketing professional with over 15 years of experience in fast-paced, customer-focused environments. Proven track record in strategic planning, demonstrated by exceptional success in branding for new product launches and innovative marketing campaigns. Skilled at leading marketing teams and providing support to the sales team in closing deals and handling technical details. Strong relationships with key opinion leaders (KOLs) to develop effective go-to-market strategies by identifying key business drivers and aligning objectives with market demands.
Overview
17
17
years of professional experience
10
10
years of post-secondary education
Work History
Senior Marketing Executive
Sysmex Malaysia Sdn Bnd
04.2023 - Current
- Managing business units in Sysmex Hematology, Coagulation, Life Sciences and Industrial/Clinical Flowcytometry (product management and marketing support)
- Provide CME/product presentation at customer sites
- Forecasting products related to business units
- Support sales team in closing sales through technical education (pre-sales) and presentation
- Organizing marketing/educational events with customers
- Preparing Market Introduction Plan/Business plan
- Actively conduct discussions among KOLS
- Assist in conducting study between KOLS
- Market survey and market analysis for new assays and new products
- Market analysis from customer survey for market insights and information
- Managing customer, leads, opportunity and quote in CRM system
- Cultivated strong relationships with key clients, resulting in repeat business and long-term loyalty.
- Developed key partnerships with industry influencers to expand brand reach and drive sales growth.
- Completed and submitted monthly and yearly reports to support executive decision making.
- Championed innovative promotional events that captured consumer interest while generating substantial buzz within the industry sector.
- Implemented comprehensive training programs that elevated the skillsets of sales representatives, improving team productivity levels significantly.
Senior Product Specialist
Sysmex Malaysia Sdn Bhd
04.2020 - 03.2023
- Key Account Sales in charge for major account in Central, N Sembilan, and Kelantan for all Sysmex Products
- Project managers for implementation of state tenders/standalone tender
- Sales champions for retention and conversion for many primary accounts
- Marketing and Product champions for Coagulation (2023-current) Immunology (2017-current), Urinalysis (2019-2021), Life Science (2017-current)
- Assisted sales teams with technical expertise during presentations, leading to increased conversions from prospects to customers.
- Implemented risk mitigation strategies during product development stages, minimizing potential issues before launch.
- Developed comprehensive training materials, paving the way for smooth onboarding of new team members.
- Enhanced product performance by identifying and addressing customer needs through thorough market research.
- Boosted customer satisfaction rates through timely resolution of concerns and regular follow-ups on feedback received.
- Drove consistent revenue growth by cultivating strong relationships with key industry partners and clients.
- Championed innovative solutions by staying informed on industry trends and emerging technologies.
- Managed budgets for various projects while maintaining strict adherence to financial constraints, resulting in cost-efficient outcomes.
Product Specialist
Sysmex Malaysia Sdn Bnd
02.2017 - 03.2020
- Key Account Sales in charge for N Sembilan, Kuala Lumpur, Selangor, and Kelantan for all Sysmex Products
- Project managers for implementation of state tenders/standalone tender
- Sales champions for retention and conversion for many primary accounts
- Marketing and Product champions for Immunology (2017-2020), Urinalysis (2020-2021), Life Science (2017-current)
- Support sales team in closing sales through technical education (pre-sales) and presentation
- Organizing marketing/educational events with customers
- Sales follow up with PO/Invoice and meter reading
- Managing customer, leads, opportunity and quote in CRM system
- Boosted customer retention by providing exceptional product support and addressing user concerns.
- Assisted with demonstrations for [Product or Service] to showcase functionality.
- Continually expanded knowledge of [Product or Service] product line.
- Supported sales representatives during client meetings by providing expert knowledge on specific features or functionalities of the given product line.
Marketing Executive
Histocenter Sdn Bhd
11.2015 - 01.2017
- Market survey and market analysis
- Assisting Sales & Marketing Manager in planning and execution of marketing plans for all products: Leica and Mindray
- Implement marketing and event plans all main products of Leica and Mindray
- Initiates new products development with educational approaches, evaluations and local studies with customers
- Establish market mapping for Leica Microsystems and Leica Biosystems
- Organize all national marketing event for both Leica and Mindray
- Continuing builds up rapport with customers
- Presenting CME at customer sites/industrial sessions in conference
- Planned and executed events and marketing programs to increase qualified leads.
- Collaborated closely with sales teams to ensure alignment between promotional activities and revenue goals.
Product Manager
Straits Scientific (M) Sdn Bhd
01.2014 - 11.2015
- Implement marketing and event plans in flow cytometry product line from Beckman Coulter
- Education and Application support to customers
- Expand Flow Business in Clinical and Research Segments for Beckman Coulter
- To enhance team knowledge on flow to grow the business
- To train up application team in flow cytometry to provide excellent service to customers
- Continue build up rapport with customers
- Market survey and market analysis
- Present CME at customer sites
- Managed full product lifecycle, from ideation through post-launch support, ensuring consistent quality control measures were in place.
- Coordinated project planning and execution with team members and team leads.
- Documented user stories, specifications, and product features into detailed work order to communicate across teams and build mandatory requirements.
- Collaborated with sales, marketing, and support teams to launch products on time and within budget.
- Managed product demonstrations and testimonials for performance evaluation.
Senior Product Specialist
Straits Scientific (M) Sdn Bhd
01.2012 - 01.2013
- Product: Beckman Coulter (Hematology and Flow cytometry) Application and Marketing
- Assisted sales teams with technical expertise during presentations, leading to increased conversions from prospects to customers.
- Enhanced product performance by identifying and addressing customer needs through thorough market research.
- Mentored junior team members towards professional growth, fostering an environment conducive to knowledge sharing.
- Established a comprehensive product roadmap, guiding successful execution of short-and long-term goals.
- Contributed insights into competitor offerings, aiding in the development of unique value propositions that set our products apart.
Product Executive
Straits Scientific (M) Sdn Bhd
10.2009 - 01.2012
- Product: Beckman Coulter (Hematology, Flow Cytometry, Chemistry and Immunoassay)
- Primary Responsibilities for Overall Role in Straits Scientific (2009-2015)
- Implement marketing activities and plans and preparing Business Review with Sales Manager/ Product Manager and present to principal in quarterly basis
- Generating the product price list, reports, tender/proposal price calculation and proposals and promotion plans
- Planning in promotional campaign activities such as participation in exhibitions and fairs, product launch and awareness programs (CME)
- Planning promotional materials such as brochures, flyers and free gifts
- Conducting market survey or research and analysis to determine the effectiveness of channel and promotional campaigns and to monitor changes in market conditions and competition
- Coordinate and plan all product evaluation, launching, sales kits and presentation materials and arrange for new product for marketing
- Organizing National Marketing Event for Each new/main product line
- To maintain liaison with Sales Division on stock movement, deliveries and promotional campaign
- Delivering product knowledge and education through CME and presentation to customer
- Briefed content requirements to members of content team for strategic planning.
- Evaluated product performance against competitors, identifying areas for improvement and implementing changes to maintain a competitive edge.
Practical trainee
Hospital Serdang
05.2008 - 07.2008
- Fulfilled the industrial training in Biomedical Sciences courses by working in diagnostic laboratory for 6 weeks
- I had been exposed and learned on how to handle clinical specimens, varieties of laboratory techniques and also be able to apply theories practically in 6 laboratories; Blood Bank, Cytology, Histopathology, Serology and Virology, Microbiology, and Integrated Laboratory
- Collaborated with fellow trainees to complete group projects, enhancing teamwork and communication abilities.
- Strengthened problem-solving abilities through regular participation in interactive exercises and real-world simulations.
Education
BSc - Biomedical Sciences
05.2005 - 05.2009
- Subjects related to the application; Integrative diagnostics (modules of microbiology, immunology, toxicology and pathology), Management of Biomedical Laboratory, Pathology, Pharmacology and Toxicology, Hematology and Transfusion, Bacteriology, Virology, Parasitology, Biochemistry, Applied Biochemistry, Genetics, Biostatistics, Advanced Molecular Biology and Health Industry Process
- Final Year Project (Thesis): Antimicrobial properties from Channa Striatus (Haruan) Extract.
- GPA: 3.30
Matriculation - Life Sciences/ Sains Hayat
04.2004 - 04.2005
GPA: 3.67
High School Or Equivalent -
01.1999 - 12.2003
- PMR (2001): 8A
- SPM (2003): 6A 3B
Supplementary Certificates
- Elavate SPIN Training, 2018 and 2019
- Beckman Coulter Malaysia - Sales and Marketing Training - Value Selling, Sunway Resort & Spa Hotel, Selangor, 04/25/14 - 04/27/14
- Effective Training and Presentation Skills, Concorde Hotel, Kuala Lumpur, 03/21/13 - 03/22/13
- Sales Skills Training, Straits Scientific Sdn Bhd, July 2013
- Malaysian University English Test (MUET), Band 4, 2004
Other Experiences - Skills
- Good communication and interpersonal skills
- Strong interpersonal skills demonstrated in the projects and activities involved
- Ability to write, speak and communicate in Malay and English languages fluently
- Build up rapport with customers
- Experience building up new customer base in diagnostic field
- Expert user of all Microsoft Office applications, Email and Internet, Statistics
- Various roles taken in organization between sales and product as well as service
- Good relationship with users in Hospital/Medical Centre throughout Malaysia
- Positive attitude, easy going and friendly person
Personal Information
Date of Birth: 02/19/86
Training History
- Various virtual training on Sysmex Coagulation , Sysmex Urinalysis and Sysmex Hematology, 2020-2025
- Sysmex Viral Hepatitis Training, Sysmex Asia Pac, 2019 - 2020
- Sysmex HKD Training, Sysmex Asia Pac, 2019 - 2020
- Sysmex Inostic (Oncobeam), Pantai Bangsar, KL, 08/14/17 - 08/17/17
- Sysmex R&I FCM Training, Sysmex Asia Pac, Singapore, 2017 - 2018
- Sysmex HISCL Immunoassay Sales Spin Training, Sysmex Asia Pac, Singapore, 2017 - 2018
- Mindray BC6800 Hematology Training, Shenzhen China, 05/25/16 - 05/27/16
- Aquios Flowytometry Operator Training, Beckman Coulter, Selangor, Malaysia, 02/04/15 - 02/06/15
- Indo-US Flow Cytometry Workshop, New Delhi India, 10/28/14 - 10/30/14
- Asia Pacific Flow Cytometry Product Portfolio and Wet Lab, Beckman Coulter, Shanghai, China, 04/09/14 - 04/11/14
- FC500 Operator Training with StemCXP and TetraCXP, Beckman Coulter Singapore, 07/15/13 - 07/19/13
- 3rd Asean Cytometry Workshop, Bangkok Thailand, 04/01/13 - 04/05/13
- Beckman Coulter Basic & Advanced Hematology Training Sales Marketing & Product Application, Singapore, 06/19/12 - 06/22/12
- Navios & Gallios Flow Cytometer Operator Training, 11/08/11 - 11/10/11
- Coulter Unicel DxH 800 Operational Training, By Beckman Coulter, in Straits Scientific, 05/03/10 - 05/05/10
- Beckman Coulter Hematology Training & Workshop, Shanghai, China, 04/26/10 - 04/29/10
- Practical trainee, Jabatan Patologi, Serdang Hospital, Selangor, 05/20/08 - 06/27/08
Additional Information
Referral
Ms. Sum Siew Hui Telephone: +60 12-659 9188
Mr Yusoff Ahmad Telephone: +60 16-226 5811
Timeline
Senior Marketing Executive - Sysmex Malaysia Sdn Bnd
04.2023 - Current
Senior Product Specialist - Sysmex Malaysia Sdn Bhd
04.2020 - 03.2023
Product Specialist - Sysmex Malaysia Sdn Bnd
02.2017 - 03.2020
Marketing Executive - Histocenter Sdn Bhd
11.2015 - 01.2017
Product Manager - Straits Scientific (M) Sdn Bhd
01.2014 - 11.2015
Senior Product Specialist - Straits Scientific (M) Sdn Bhd
01.2012 - 01.2013
Product Executive - Straits Scientific (M) Sdn Bhd
10.2009 - 01.2012
Practical trainee - Hospital Serdang
05.2008 - 07.2008
National University of Malaysia - BSc, Biomedical Sciences
05.2005 - 05.2009
Negeri Sembilan Matriculation College - Matriculation, Life Sciences/ Sains Hayat
04.2004 - 04.2005
Sekolah Menengah Sains Selangor - High School Or Equivalent,
01.1999 - 12.2003
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