Summary
Overview
Work History
Education
Skills
Websites
Passion Projects
Languages
References
Timeline
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Ilyani Alias

Kuala Lumpur

Summary

Dynamic marketing leader with a proven track record at MUZZ, driving 80% user growth through innovative strategies and community collaboration. Expert in growth and brand strategy, Expert in data-driven planning and team leadership, consistently achieving lowest customer acquisition costs while crafting viral campaigns that engage audiences.

Overview

12
12
years of professional experience

Work History

Southeast Asia Marketing Lead

MUZZ
London
01.2024 - 07.2025
  • Led teams in Malaysia and Indonesia to drive growth through comprehensive 360 marketing strategies.
  • Established awareness for a Muslim marriage app in Malaysia and Indonesia, addressing cultural needs.
  • Executed singles events, creative stunts, podcasts, interviews, and community collaborations.
  • Achieved lowest customer acquisition cost of $0.50 across focus countries through paid campaigns.
  • Sold out events and created viral TikTok videos with an average of 300K views within 24 hours.
  • Facilitated 80% user growth in 2024 for Malaysia and Indonesia markets.
  • Received The BrandLaureate World's Best Halal Brand 2024 award for Muzz Malaysia.

Content Strategist

TGV CINEMAS
Kuala Lumpur
11.2022 - 10.2023
  • Directed a team of 7 in executing communication strategies across digital platforms, enhancing social engagement and achieving average CPP of RM5.
  • Forged marketing partnerships with Kakuchopurei and Gamers Hideout to promote The Super Mario Bros. Movie, resulting in 40% market share increase during campaign.
  • Oversaw internal and external communications, including press releases and announcements, maintaining strong media and influencer relationships.
  • Implemented new content strategy for Christopher Nolan's Oppenheimer, showcasing Nolan's legacy and IMAX benefits, achieving 3x lower CPP compared to previous year.

Marketing Manager Malaysia & SEA

MUBI
London
04.2021 - 10.2022
  • Managed marketing campaigns across Malaysia, Singapore, and Indonesia to promote MUBI as a premier arthouse film streaming platform.
  • Developed strategic partnerships with universities and community organizations to enhance brand visibility.
  • Collaborated with filmmakers and film communities to double subscriber count within six months.
  • Executed Summer 2022 global subscriber acquisition campaign, achieving nearly 100,000 new subscribers.
  • Generated 8,000 new subscribers during 2021 Merdeka campaign by promoting local film, Mencari Rahmat.
  • Appointed Jury member for Jakarta Independent Film Festival 2022, contributing expertise to event evaluation.

Head of Marketing | Unifi TV

TELEKOM MALAYSIA
Kuala Lumpur
10.2016 - 03.2021
  • Managed a team of four to develop content marketing strategies for TV shows, films, and local productions.
  • Produced engaging short-form content for mobile and digital platforms to enhance audience reach.
  • Led Snek, a bite-sized content channel, resulting in double downloads and registered users on unifi playTV app.
  • Collaborated with TAPAUFest to livestream a 12-hour indie music concert, achieving double downloads and over 2000 concurrent users per hour on unifi playTV app.

Marketing & Communications Manager | Unifi TV

TELEKOM MALAYSIA
Kuala Lumpur
06.2013 - 09.2016
  • Developed and executed marketing strategies for HyppTV, targeting Consumer and SME segments.
  • Oversaw traditional and digital marketing communications, enhancing brand visibility.
  • Managed partnerships with OTT platforms, local telcos, and brands such as UMobile and Samsung.
  • Launched unifi TV's first Malay channel, HyppSensasi, along with Aneka Pack subscription.
  • Promoted in-house channels including HyppSensasi, HyppInspirasi, and HyppSports through various initiatives.
  • Executed promotional campaigns for external channels like BBC, Warner, and tvN via media events and digital marketing.
  • Coordinated press events featuring celebrity visits, increasing brand engagement and exposure.
  • Leveraged public relations strategies to enhance media coverage for high-profile events.

Education

Bachelor of Law (Hons.) -

Universiti Teknologi MARA (UiTM)
Shah Alam

Skills

  • Growth and brand strategy
  • Marketing and community collaboration
  • Social media oversight
  • Budgeting and financial management
  • Data-driven planning
  • ROI analysis and cost-benefit evaluation
  • Team and stakeholder leadership

Passion Projects

  • 2025: Started Moofment, a community of middle managers and professionals in Malaysia to lean on each other, learn, and grow together (individually and intellectually)
  • 2020-2022: Roads to Our Heritage Documentary Project - Managed communications strategies and media outreach for a collaborative project between local musicians and the Faculty of Music, UiTM
  • 2021: Buka Buku Arts Exhibition - Managed marketing, PR, and communications for the Malaysian leg of this international traveling exhibition

Languages

  • English: Native/ Bilingual
  • Malay: Native
  • Indonesian: Bilingual

References

References available upon request.

Timeline

Southeast Asia Marketing Lead

MUZZ
01.2024 - 07.2025

Content Strategist

TGV CINEMAS
11.2022 - 10.2023

Marketing Manager Malaysia & SEA

MUBI
04.2021 - 10.2022

Head of Marketing | Unifi TV

TELEKOM MALAYSIA
10.2016 - 03.2021

Marketing & Communications Manager | Unifi TV

TELEKOM MALAYSIA
06.2013 - 09.2016

Bachelor of Law (Hons.) -

Universiti Teknologi MARA (UiTM)

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