Kumarason Chandran
Kuala Lumpur
Summary
Highly-motivated employee with desire to take on new challenges. Strong work ethic, adaptability, and exceptional interpersonal skills. Adept at working effectively unsupervised and quickly mastering new skills.
Overview
19
19
years of professional experience
Work History
Head of Commercial Rights Delivery
Asian Football Confederation
Kuala Lumpur, Malaysia
02.2024 - Current
- Leading the commercial rights delivery team, as set forth by the Functional Area (Media, Broadcast, Ceremonies, Sports presentation, Signage and Marketing Ops).
- Lead, motivate, and inspire a team responsible for managing relationships with existing and new AFC commercial partners, ensuring their needs are met, and maximizing value for both parties.
- Collaborate with commercial agencies and relevant stakeholders (internally) to effectively integrate commercial partners into promotional and branding activities.
- Develop and implement a robust branding, sports presentation, and activation plan for commercial and media partners to optimize their visibility and engagement throughout tournaments and events.
- Monitor and manage the commercial operational budget, ensuring financial targets are met and expenses are controlled effectively.
- Work closely with the Host City Committees to coordinate commercial activities and leverage local opportunities.
Head of Department - Commercial Operations
Asian Football Confederation
Kuala Lumpur, Malaysia
11.2013 - 01.2024
- To support the AFC Commercial & Competition division in managing the Commercial agency and to ensure they fulfill their contractual commitments and obligations, which shall include financial and building the long-term value of the AFC and the AFC Competitions.
- To advise and support the AFC Commercial Division with all sponsorship matters, including developing and delivering sponsorship strategies, as per the agreed commercial concepts.
- Lead and manage a team of employees in the Department, ensuring that all tasks are completed efficiently and on time.
- Assist AFC's Commercial department in overseeing the execution of commercial contracts with global and regional sponsors, ensuring alignment with AFC's operational objectives.
Marketing Manager
Asian Football Confederation
Kuala Lumpur, Malaysia
11.2013 - 02.2016
- Ensure Partner (Media & Sponsor) rights are delivered and managed to the highest quality standard.
- To support and attend to all matters relating to the 2021-2028 AFC Commercial Rights Cycle from an implementation perspective.
- To work with relevant stakeholders on commercial concepts, sales plans, deal memos, sponsorship agreements, and post-sales sponsor account management.
- Developed and implemented marketing plans for new competition/tournament brands.
Brand Manager
Guinness Anchor Berhad
02.2013 - 10.2013
- Development of annual Brand Plans for Tiger and Anchor Brand
- Plan and Strengthen brand visibility and position for Tiger Beer through sponsorships & Sports activation
- Development of through the line strategy for Tiger Football & Tiger Street Football
Brand Development Manager
Philip Morris International
11.2009 - 01.2013
- Identifying key accounts by analyzing current growth, strategic importance and future potential
- Plan and execute brand cycle plans in order to maximize brand awareness and product visibility within the region
- Planned and executed brand activation and Consumer Engagement activities within assigned region
- Ensured effective sales and marketing programs reach to consumers via consumers engagement and events activities
Brand Executive
Carlsberg Malaysia
09.2006 - 10.2009
- Managed overall Carlsberg Golf Classic campaign Nationwide, which encompassed Golf Clubs negotiation, event & PR agencies
- Project leader of through-the-line campaigns for Carlsberg Football platform
- Implemented Brand Ambassador Program to create brand awareness and advocacy within target consumers
Marketing Executive
Asean Football Federation
01.2006 - 08.2006
- Managed marketing & sponsorship related on-ground with appointed agency
Education
MBA - Master in Business Administration
University Geomatika
Kuala Lumpur01-2024
Bachelor of Professional Communication -
RMIT Melbourne
Melbourne, Australia01.2005
Diploma of Mass Communication -
USM Taylors College
01.2002
Skills
- Verbal Communication
- Organization
- Relationship Building
- Organizational Skills
- Task Prioritization
- Critical Thinking
Personal Information
Date of Birth: 06/04/81
References
References available upon request.
Timeline
Head of Commercial Rights Delivery
Asian Football Confederation
02.2024 - Current
Marketing Manager
Asian Football Confederation
11.2013 - 02.2016
Head of Department - Commercial Operations
Asian Football Confederation
11.2013 - 01.2024
Brand Manager
Guinness Anchor Berhad
02.2013 - 10.2013
Brand Development Manager
Philip Morris International
11.2009 - 01.2013
Brand Executive
Carlsberg Malaysia
09.2006 - 10.2009
Marketing Executive
Asean Football Federation
01.2006 - 08.2006
MBA - Master in Business Administration
University Geomatika
Bachelor of Professional Communication -
RMIT Melbourne
Diploma of Mass Communication -
USM Taylors College
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