Keith Lee Chung Fong
Digital Solution Business Leader
Kuala Lumpur
Summary
18 Years of experience in solving business problems, improving customer experience and designing market leading solutions to build digital ecosystems for new age customer engagement solutions. Building AI business portfolio in Asia Pacific by enabling clientele across industries to build their business and technology architecture and go-to-market strategies.
Overview
18
18
years of professional experience
3
3
years of post-secondary education
Work History
Director, Customer Engagement Solutions
Axiata Digital Advertising Sdn Bhd (ADA)
01.2023 - Current
- Sales / Business Development: Primary P&L custodian of the BFSI vertical for the Business Insights division through hunting of new prospects and nurturing existing Key accounts, including retail & commercial banks, insurance companies and Fintechs from initial pitch to business closure of digital marketing, data insights solutions and bespoke consulting engagements
- Sales channel expansion through sales strategy formation with in-market sales leads or activation of resell partners
- Client relationship management by maintaining close connection with the senior client executives to acutely promote solution use cases within portfolio through in-depth understanding of client challenges
- Conduct market intelligence by tracking with the key industry events.
Head of Financial Services, Business Insights (cum Head of Client Value Creation)
Axiata Digital Advertising Sdn Bhd (ADA)
09.2019 - 12.2023
- Sales / Business Development: Primary P&L custodian of the BFSI vertical for the Business Insights division through hunting of new prospects and nurturing existing Key accounts, including retail & commercial banks, insurance companies and Fintechs from initial pitch to business closure of digital marketing, data insights solutions and bespoke consulting engagements
- Sales channel expansion through sales strategy formation with in-market sales leads or activation of resell partners
- Client relationship management by maintaining close connection with the senior client executives to acutely promote solution use cases within portfolio through in-depth understanding of client challenges
- Conduct market intelligence by tracking with the key industry events impacting clients’ industries and formulate tactical strategies for solution marketing; benchmarking of global competing solutions and services and identify competitive edge
- Expanded role in FY2022 tasked to establish Client Value Creation division focusing on re-activation/monetization of dormant key client accounts and increase existing client LTV through active identification of upsell opportunities across sectors
- Product Engineering, Commercialization & Execution: Lead end-to-end BFSI product engineering / innovation for specific digital insights solutions and consulting services through co-ordination with internal resources, comprising data tech specialists, consultants and advertising experts, as well as external partners
- Drive new technology and data source acquisition through product use case creation, solution prototyping, AI modelling, user experimentation and develop/execute joint GTM strategies
- Craft BFSI vertical product business plan (including payments acquisition, merchant targeting and branch transformation solutions) and drive product commercialization
- Support client’s strategic / digital transformation initiatives as an independent advisor and champion digital strategy workshops with clients’ C-Suites
- Engagement delivery oversight for Bespoke data integration, consulting projects and solution implementation as the immediate contact point and review deliverables to ensure conformance with engagement scope
- Marketing & Publicity: Industry Thought Leadership speaker at internal and external marketing/media events to promote company’s brand and product capability awareness
- Formulate division level marketing roadmap with Axiata ADA’s Marketing division and joint execution of marketing initiatives for lead generation
- Present business case to senior management for marketing budget approvals
- Division Operations: Supervise Business Development and Business Consulting team of 7 resources
- Monthly / Quarterly presentation of business division performance and product development pipeline to BODs, shareholders and senior management
- Internal promotion of newly launched solutions or business concepts to in-market leaders by formulating sales collaboration.
Director, Business & Financial Services
Frost & Sullivan GIC Malaysia Sdn Bhd
04.2013 - 09.2019
- Management and revenue custodian of division business across APAC
- Contribute to the organization-wide annual business planning and sales pipeline management
- Relationship management with key target clients and fulfillment of annual BD targets
- Led business development responsibilities by initiating sales leads, develop engagement proposals and pitch for sales closure
- Perform competitive intelligence on key competition and champion new consulting / market research product development
- Monitor division sales performance and report of division performance to the Senior Partners of the firm
- Participate in media and marketing events, seminars and briefing as an industry speaker to promote firm’s value proposition
- Manage, coach and build a consulting team of 6 members and foster research & consulting excellence within division
- Oversee execution of consulting and market research engagements and monitoring of project P&L.
Assistant Vice President (Special Projects)
SME Factors Sdn Bhd (currently known as TrueCapital Asia Sdn Bhd)
05.2012 - 04.2013
- Established a PMO department through staff recruitment, setting up project operation and training SOPs
- Develop corporate development plans and implement strategy directed from CEO's office
- Analyze demand and competitive trends for factoring services and potential service innovations
- Evaluate market opportunities for innovative products or services
- Business model development for strategic planning
- Design and drive process improvement initiatives for sales submission processes
- Establish operational protocols and lead strategic & operational implementation projects
- Key contact point for inter-departmental implementation projects
- Monitor project development and ensure KPIs fulfillment
- Drive investor relations functions and developed Corporate Investor Communication pitch decks.
Senior Consultant
Frost & Sullivan (Healthcare)
07.2007 - 05.2012
- Manager-in-charge of the Healthcare Services consulting division in APAC
- Plan and manage overall division's sales pipeline, formulate business development strategies, manage consulting projects
- Develop proposals to secure new and renewal project engagements
- Build, train, and manage an analyst team of four for concurrent market research and consulting assignments, focusing on the healthcare industry
- Identify niche business opportunities and business risks for a broad spectrum of healthcare / medical, healthcare REIT industries and development of actionable strategies and business models
- Ensure finalization of project deliverable within the prescribed timeframe and budget
- Lead consultant for the presentation of final deliverable to clients, which primarily comprised of company Board of Directors and top management team
- Extensive networking with prominent decision-makers and professionals from the public and private healthcare sector, built from previous clientele or collaborative relationships.
Consultant
Kerkhoff Consulting
09.2005 - 06.2007
- Conducting supplier assessment, and procurement costing analysis
- Subsequently promoted twice to Consultant Level within 9 months of joining and was responsible for managing Supplier Relationships on behalf of the clients and Procurement Process Improvement projects, which covered the Automotive, Chemical, Food, and Electrical industries
- Responsible for the development and management of a team comprising of two Junior Consultants
- Executed both local and offshore projects based in Malaysia, Germany, and Austria, in collaboration with Kerkhoff teams from Germany and other regional offices
- Conducted supplier evaluation and audit in Thailand, Indonesia, and Vietnam & procurement contracts negotiations.
Education
Bachelor of Business (Accountancy) -
RMIT University
Melbourne, Australia 01.2002 - 04.2005
Skills
Business Planning & Development
Customer Journey Mapping
Business Case Solutioning
Relationship Building
Business Messaging AI/NLP
Digital Transformation
Timeline
Director, Customer Engagement Solutions
Axiata Digital Advertising Sdn Bhd (ADA)
01.2023 - Current
Head of Financial Services, Business Insights (cum Head of Client Value Creation)
Axiata Digital Advertising Sdn Bhd (ADA)
09.2019 - 12.2023
Director, Business & Financial Services
Frost & Sullivan GIC Malaysia Sdn Bhd
04.2013 - 09.2019
Assistant Vice President (Special Projects)
SME Factors Sdn Bhd (currently known as TrueCapital Asia Sdn Bhd)
05.2012 - 04.2013
Senior Consultant
Frost & Sullivan (Healthcare)
07.2007 - 05.2012
Consultant
Kerkhoff Consulting
09.2005 - 06.2007
Bachelor of Business (Accountancy) -
RMIT University
01.2002 - 04.2005