Lydia Yow Ping Hwee 杨冰慧
Partnership Manager
Shah Alam, Selangor
Summary
Strategic and results-driven professional with nearly 25 years of experience in the Telecommunications and FMCG industries. Expertise in vendor management, retail strategy, business development, and cross-functional leadership. Proven track record in optimizing cost structures, driving revenue growth, and executing high-impact product and service rollouts. Adept at navigating complex negotiations, launching market-leading initiatives, and fostering long-term partnerships. Agile leader with a strong ability to adapt to industry trends and evolving business needs.
Overview
25
25
years of professional experience
Work History
Manager, Device Partnership Management
Maxis Broadband Sdn Bhd
01.2019 - 05.2024
- Spearheaded partnerships with 13 leading smartphone manufacturers, including Apple, Samsung, VIVO, OPPO, and Huawei, ensuring strong market positioning
- Led device marketing strategies, optimizing vendor marketing funds and increasing device revenue by 70% over five years
- Managed full-cycle contract negotiations, securing cost-efficient, win-win business agreements that enhanced profitability
- Collaborated cross-functionally with internal stakeholders, including sales, marketing, and product teams, to drive impactful device campaigns and promotions
- Identified and capitalized on market trends, steering strategic product launches that drove customer acquisition and retention
Manager, Retail Accessory & Innovation Products
Maxis Broadband Sdn Bhd
01.2017 - 12.2018
- Developed and executed an accessory business strategy, introducing 10+ new innovation products that boosted retail revenue by 20%
- Established strong partnerships with accessory brands, enhancing retail product offerings and customer experience
- Negotiated key supplier agreements, optimizing margins and increasing profitability
Retail Rollout Project Manager
Maxis Broadband Sdn Bhd
04.2014 - 12.2016
- Led nationwide retail store renovations and new concept rollouts, ensuring a seamless customer experience across outlets
- Managed project budgets and timelines, successfully delivering cost-effective retail expansion initiatives
- Coordinated with designers and contractors to implement a modernized, customer-centric retail environment
Manager, Retail Activities & Trade Marketing
Maxis Broadband Sdn Bhd
06.2010 - 03.2014
- Designed and executed in-store promotions, smartphone planograms, and trade engagement strategies to increase footfall and sales
- Successfully launched the first iPhone 3 in Malaysia’s retail market, overseeing marketing and distribution logistics
- Developed training programs for frontline sales teams, enhancing product knowledge and customer engagement
Dealer Management Manager
Maxis Broadband Sdn Bhd
12.2007 - 05.2010
- Expanded franchise dealer networks, onboarding 100+ new dealers within three months to drive market penetration
- Managed nationwide dealer incentive programs, boosting channel engagement and performance
- Organized 11 nationwide dealer networking events to strengthen partnerships and align business objectives
Trade Support Manager
Maxis Broadband Sdn Bhd
07.2007 - 11.2007
- Oversaw retail shopfront branding and below-the-line (BTL) marketing initiatives to strengthen Maxis’ market presence
- Led negotiations with suppliers, optimizing branding investments while maintaining a premium retail image
Trade Marketing Manager - Off Trade
Guinness Anchor Sdn Bhd
11.2006 - 07.2007
- Developed and executed retail partnerships that increased off-trade sales by 10%
- Collaborated with FMCG brands on joint promotions, maximizing market visibility and optimizing trade spend
Head of Promotions
Guinness Anchor Sdn Bhd
07.2005 - 10.2006
- Managed a nationwide team of 800 promoters, optimizing recruitment, training, and performance evaluations
- Implemented a digital payroll system, streamlining promoter salary management
- Designed high-impact promotional campaigns, improving consumer engagement and sales conversions
Head of Trade Marketing & Marketing Comm
Permanis Sdn Bhd
12.2000 - 06.2005
- Led a 25-person team overseeing trade marketing, brand strategy, and merchandising execution, resulting in a 20% growth in conventional channel sales
- Partnered with AC Nielsen to leverage consumer insights and refine trade marketing strategies
- Managed advertising budgets and trade promotions to maximize ROI and brand impact
Brand & Key Account Management
Tohtonku Sdn Bhd
10.1999 - 11.2000
- Executed brand marketing initiatives, increasing brand awareness and market share
- Led key account negotiations, securing strategic retail placements and driving sales growth
Education
Bachelor's Degree - Finance
University of Kentucky
Skills
Strategic Partnerships & Vendor Management
Certifications And Additional Information
Fluent in English, Malay, Mandarin, Independent stray dog rescuer, managing trap-neuter-release programs., Active donor, contributing RM50K annually for stray dogs projects., Fostered and provided medical assistance for stray puppies before adoption.
Timeline
Manager, Device Partnership Management
Maxis Broadband Sdn Bhd
01.2019 - 05.2024
Manager, Retail Accessory & Innovation Products
Maxis Broadband Sdn Bhd
01.2017 - 12.2018
Retail Rollout Project Manager
Maxis Broadband Sdn Bhd
04.2014 - 12.2016
Manager, Retail Activities & Trade Marketing
Maxis Broadband Sdn Bhd
06.2010 - 03.2014
Dealer Management Manager
Maxis Broadband Sdn Bhd
12.2007 - 05.2010
Trade Support Manager
Maxis Broadband Sdn Bhd
07.2007 - 11.2007
Trade Marketing Manager - Off Trade
Guinness Anchor Sdn Bhd
11.2006 - 07.2007
Head of Promotions
Guinness Anchor Sdn Bhd
07.2005 - 10.2006
Head of Trade Marketing & Marketing Comm
Permanis Sdn Bhd
12.2000 - 06.2005
Brand & Key Account Management
Tohtonku Sdn Bhd
10.1999 - 11.2000
Bachelor's Degree - Finance
University of Kentucky
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