NACHIAPPAN ARASU

Achievements

• Own marketing mandate for 80% of ridership (21,000 passengers daily / 7.6M annually), delivering 10% YoY growth (2023-2026) and RM18M (2024 vs 2025) incremental revenue through demand generation and pricing campaigns.
• Led performance marketing transformation, increasing digital conversion by 18% (2023 vs 2025), reducing CAC by 13%(2024 vs 2025), and improving ROAS by 22% (2023 vs 2025) across digital channels.
• Accelerated cashless and digital payment adoption, increasing card and e-wallet transactions by 15% (2023-2026) through strategic collaborations with banks and travel platforms.

Responsibilities

• Define and execute integrated marketing strategy to drive ridership growth, revenue performance, and brand leadership.
• Lead full marketing organisation covering brand, performance marketing, social media, PR, corporate communications, and ESG.
• Drive data-led demand generation and digital customer acquisition across paid, owned, and partner channels.
• Develop strategic partnerships with banks, travel platforms, and consumer brands to expand reach and transaction volume.
• Manage marketing investments, agency ecosystem, and campaign performance with full ROI and budget accountability.
• Oversee brand governance, corporate reputation, and stakeholder communications across media, government, and industry partners.
• Lead cross-functional teams across performance marketing, branding, PR, social media, corporate communications, and ESG.

Achievements

• Generated RM10M+ enterprise pipeline and contributed 40% of new business opportunities through demand generation and account-based marketing targeting telco and OTT clients.
• Improved sales efficiency by 25% through marketing-sales alignment and structured lead qualification.
• Elevated brand credibility with 50+ regional media placements and RM2M earned media value, positioning Apigate as a telco monetisation solutions thought leader.
• Grew qualified inbound enterprise leads by 35% via content marketing, webinars, and industry insights.
• Public Relations - Managed a data breach crisis

Responsibilities

• Build and create brand awareness
• To grow and develop Apigate's audience, customer acquisition and customer engagement across each market
• Establish the company's brand proposition, values and guidelines as well as executing a clear go-to-market branding strategy working with both internal and external resources

Achievements

• Built MUBI brand from scratch within three months of launch within the migrant target audience. No online streaming provider has been able to accomplish this
• Monthly subscription increased by 30% from 500 daily
• Weekly subscription increased by 60% from 1000 daily
• Viewing minutes increased from 10 minutes daily to 40 mins daily in two months from launch date

Responsibilities

• Initiate Go-to-market strategy and execution to acquire, monetise and retain
• Strategise marketing communication. product marketing and branding roadmap
• Through marketing insights, collaborate with sales channels to determine price strategy and distribution channels
• Product & Brand Marketing - Online and offline and develop social media contents and communications to drive brand engagement and repeat purchase with customers
• Campaign Management
• Distribution & partnership management

Achievements

• Month on month growth of subscription, on an average of 23% (surpass the target of 15%) via online & offline partners.
• Established the brand in 4 months; the target audience is aware of the brand and the service of YuppTV provides
• Registered users via online increased from seven hundred fifty registered (1st month) subscribers to 100 thousand subscribers in 10 months
• Click-through rate on EDM improved from 30% to 70%
• Established the sweet spot on price point (no precedent set for OTT Indian content before in Malaysia)

Responsibilities

• Team management
• Marketing & Brand Strategy
• GTM Roadmap-Acquisition,monetisation & retention
• Create, deploy and optimize effective campaigns for partners ie telco & online market place
• Market Research
• Campaign Management
• Partnership Management

Achievements

• Robust SEM & SEO strategy in Singapore, Hong Kong, and Thailand resulted in a 20% increase in enterprise leads
• Increase of 30% job seekers registration through social media strategy. Focused on product engagement as opposed to brand engagement
• Successfully managed two data breach crisis which impacted the clients and registered users; with careful PR strategy & engagement with the customers and government
• Digital Transformation - Moved 80% of marketing budget to digital in 2017 and 20% to traditional marketing. Before 2017,only 40% were digital

Responsibilities

• Drive marketing strategy , execution, and impact across 7 countries - Malaysia, Singapore, Indonesia, Thailand, Philippines, Vietnam & Hong Kong
• Play a key role in executing campaign direction and facilitating the overall level of integration with other Marcom disciplines as appropriate (Relationship Marketing, PR, Advertising, Events, Research, Digital, Content Creation & Sponsorships) in 7 countries
• Responsible for overall marketing governance from branding to marketing spend and tracking
• Oversaw social media messaging through content development, follower engagement, social listening, trend analysis, and by leveraging competitor research

Achievements

• Designed a brand sponsorship strategy to resuscitate two key products (Xpax-urban consumer & Celcom International-migrant consumer). In 6 months (Jan 2011 – June 2011) market share grew an impressive 15% and 20% respectively for these brands
• In 2013 and 2014, created a campaign, Frenz Mencari Bakat (star search) engaging the Indonesian market; resulted in an increase of 10% and 15% of subscribers for the respective years
• Successfully positioned brand sponsorship as an integral part of retailer engagement. It is now, yearly planned creative marketing initiative to build affinity between Celcom and retailers nationwide.

Responsibilities

• Develop sponsorship opportunities which includes:

· Enhancing brand image

. Driving sales.

· Creating positive publicity/heightening visibility.

· Engage addressable markets efficiently.

• Ideate and execute brand and product activation, and campaign management.
• Managing third parties, agencies and suppliers

Achievements

• Kampus Astro-Educational channel garnered 1 million viewers in 2 months (highest in Astro history)
• Launched two Tamil packages, Maharaja & Chakravarthy- 90% of Astro Indian viewers subscribed (target was 70%). Increased average revenue per user from RM 55.95 to RM 67.00
• Exceeded the subscription target by 32% ( highest in Astro history) for Others Segment (Malaysian Indigenous in Sabah & Sarawak ),
• Reduced churn of the Indian customers from 12% to 9% (2010 ), and the Others from 17% to 10% (2010)

Responsibilities

• Built, implemented and enhanced national marketing initiatives to maximize outreach and sales
• Conducted continuous evaluations of market trends to stay current on consumer and competitor .
• Deployed well-coordinated campaigns, events, and public relations strategies.
• New product development