Jasmine Tai
Penang
Summary
Dynamic and results-oriented marketing professional with over 15 years of experience in leading marketing communications across diverse industries, including healthcare, tourism, retail, and fashion. Adept at crafting and executing innovative strategies that drive brand growth, customer engagement, and revenue. A seasoned leader in digital marketing, brand management, media relations, and campaign execution. Known for building high-performing teams and cultivating strategic partnerships to achieve organizational goals. With a unique blend of Gen X pragmatism and Millennial optimism, I bring a strategic mindset paired with the drive to innovate and stay ahead in the fast-paced digital marketing landscape.
Overview
21
21
years of professional experience
Work History
Head of Communications
Penang State Tourism
09.2022 - 12.2024
- Developed and executed the communications strategy to promote Penang as a premier global tourism destination
- Managed digital and traditional media campaigns, increasing Penang's visibility in international and local markets
- Oversaw social media accounts and led content creation, boosting engagement by 20% year-over-year
- Coordinated with local and international media outlets, handling press conferences, events, and press releases to maintain Penang’s public image
- Worked closely with tourism stakeholders to create collaborative campaigns, driving tourism growth
- Managed the budget for communications initiatives, ensuring efficiency and high-impact results
Head of Marketing and Communications
Gurney Paragon Mall
04.2013 - 08.2022
- Company Overview: a major mixed-development project
- Led the marketing and communications strategy for Gurney Paragon Mall, a major mixed-development project
- Developed the brand positioning and managed promotional campaigns, increasing foot traffic and sales
- Oversaw media relations and content creation for both digital and traditional platforms
- Managed a diverse team, including events, public relations, and customer service, to ensure seamless execution of marketing initiatives
- Coordinated successful promotional events and launches, boosting brand awareness and customer engagement
- Developed partnerships with luxury brands and local businesses to drive collaborative campaigns
- A major mixed-development project
Marketing Operations Manager
The Melium Group
04.2005 - 03.2013
- Managed marketing operations for high-end fashion and F&B brands, including Aigner, Givenchy, Stuart Weitzman, and more
- Led a team of 12, overseeing media buying, social media, PR, graphics, visual merchandising, and events
- Designed and executed advertising campaigns that resulted in significant sales growth, including a 12% increase in sales from 2010-2011
- Developed and implemented successful partnership programs with major banks (HSBC, AMEX, CIMB), surpassing sales targets
- Spearheaded new product launches and store openings for top luxury brands, ensuring maximum visibility and impact
Brand Executive
Warner Music Malaysia
01.2004 - 04.2005
- Developed marketing campaigns for international music releases, including artists like Linkin Park, Michael Bublé, and The Corrs
- Established strong media relationships, generating significant press coverage for album launches and events
- Worked closely with the sales team to create promotional materials and execute campaigns that boosted album sales
Education
Bachelor’s Degree - Mass Communications
Sunway University
MalaysiaSkills
- Marketing Strategy Development
- Brand Management & Positioning
- Digital Marketing (SEO, SEM, Social Media)
- Media Buying & Planning
- Public Relations & Communications
- Campaign Management
- Stakeholder Engagement
- Market Research & Analytics
- Budgeting & Cost Control
- Content Creation & Copywriting
- Team Leadership & Development
- Customer Relationship Management (CRM)
- Event Management & Promotion
- Sales Presentation & Targeting
- Website Management
- Customer Service Excellence
- Collaborative Leadership
- Crisis Communications
- Creative Campaigns
- Sales Strategy & Execution
- Visual Communication & Design
Languages
- English, Fluent
- Bahasa Malaysia, Fluent
- Chinese (Mandarin & Cantonese), Spoken
Accomplishments
Marketing & Public Relations Achievements:
- Penang State Tourism: Led a strategic media outreach and event management initiative that boosted media coverage by 15%, increasing regional awareness and engagement.
- Gurney Paragon Mall: Orchestrated high-profile events, including the Penang Hawker Festival 2016, which resulted in the mall winning the ‘Best Experiential Marketing’ award in 2017, presented by the Malaysia Shopping Malls Association (PPK). The event attracted over 50 famous Penang hawkers and food lovers worldwide, contributing to a 20% year-on-year increase in foot traffic. This was the second consecutive year the mall won the prestigious award.
- Penang Fashion Week: Conceived and launched Penang Fashion Week, achieving global publicity with fashion designers from around the world. Secured sponsorships from prestigious brands such as Malaysia Airlines, BMW, Maxis, Lexis, and five-star hotels, elevating the event's international profile.
- Michelin Guide Malaysia (KL & Penang Edition): Led and executed the Michelin Guide launch Penang editions. Negotiated on behalf of the state government from initial discussions to the execution of the launch project, ensuring a seamless partnership and successful event that elevated Malaysia's culinary reputation globally.
Timeline
Head of Communications
Penang State Tourism
09.2022 - 12.2024
Head of Marketing and Communications
Gurney Paragon Mall
04.2013 - 08.2022
Marketing Operations Manager
The Melium Group
04.2005 - 03.2013
Brand Executive
Warner Music Malaysia
01.2004 - 04.2005
Bachelor’s Degree - Mass Communications
Sunway University
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