Natalya Evon Matthew
Paydibs Sdn Bhd
Subang Jaya
3
Languages
17
years of professional experience
Strategic communications professional with 15+ years of experience since 2009, spanning insurance, fintech, aviation, transportation, and entertainment. Experienced in building meaningful brand stories, strengthening corporate reputation, and creating communications strategies that connect businesses with their audiences. Skilled in media relations, corporate branding, crisis communications, stakeholder engagement, and reputation management, with a strong ability to translate complex ideas into clear, engaging narratives.
Driven by the belief that purposeful storytelling can build trust, inspire action, and create lasting impact, I bring a thoughtful and collaborative approach to communications, helping organisations navigate change, share their vision, and strengthen relationships with the communities they serve.
Work History
Public Relations Manager
8 Months- Developed and executed comprehensive PR strategies to enhance brand visibility and reputation.
- Cultivated relationships with media outlets, generating positive press coverage for key initiatives.
- Managed crisis communication plans, ensuring timely and effective responses during challenging situations.
- Led cross-functional teams in organizing successful product launches and promotional events.
- Oversaw content creation for press releases, newsletters, and social media platforms to engage stakeholders.
- Collaborated with marketing team to create cohesive messaging across all channels for maximum impact.
- Managed internal, external, and crisis communications.
Marketing Communications Manager
1 Year 3 Months- Develop and implement strategic PR plans to support brand, product, and corporate initiatives.
- Build and maintain strong relationships with media, journalists, influencers, and content creators.
- Write, edit, and distribute press releases, speeches, FAQs, media kits, and talking points.
- Monitor media coverage, track PR outcomes, and prepare reports with insights and recommendations.
- Manage crisis communication efforts with timely and consistent messaging across stakeholders.
- Coordinate media interviews, press conferences, and publicity events.
- Plan and execute end-to-end brand, product, and awareness campaigns—including creative direction, content development, budgeting, and performance tracking.
- Work closely with internal departments, creative agencies, and media buyers to ensure campaigns are aligned with business goals and brand positioning.
- Localise national campaigns for specific markets, e.g., East Malaysia or segmented customer groups.
- Evaluate campaign performance using key metrics (e.g. reach, engagement, conversion) and generate post-campaign analysis.
- Oversee influencer engagement and social media activation related to campaign rollouts.
Assistant Marketing Communications Manager
3 Years 3 Months- Draft and execute all external communications, liaise with external stakeholders, media, in implementing the company's PR plan.
- Coordinate the company's PR plan, in line with the business strategy as decided and communicated by management.
- Assist in updating and monitoring the calendar of events.
- Coordinate media campaigns, media buys and all kinds of PR visibility on print, online and social media.
- Draft and produce all PR related items and materials.
- Manage the company's perception and reputation amongst internal and external stakeholders.
- Monitor and ensure all speaking / media opportunities for spokespersons are fully vetted.
- Assist in managing media relations and develop contacts with media members, influencers, community leaders, and other relevant stakeholders.
- Conduct other duties as directed by Head of Communications.
- Assist in the preparation of any materials required by Head of Communications.
Marketing Manager
1 Year 1 Month- Oversee and provide strategies to all campaigns/events, social media activation, advertising and promotions, public relations support and creative design direction.
- Oversee all Events and Campaign Launches, Online and On-ground activation to drive footfall as well as in-park spend.
- Write, create, conceptualize content and design for all marketing materials to promote the theme park's offerings and strengthen brand presence and awareness.
- Liaison with agencies (PR & media) for activation of campaigns & events to maximize press coverage and brand exposure.
- Crisis management and communications.
- Facilitate any media interviews for Senior General Manager, General Manager & Director of Marketing Assist to create campaigns and facilitate content for all Sunway Lagoon's social media platform further increase visibility, customer engagement and publicity.
- Prepare and execute the Annual Advertising Strategies for all assets and platforms (paid, owned, earned & share) and implementation of cost savings initiatives. Assisted in preparing Sunway Lagoon Theme parks Annual Business.
- Plan, Budget and Strategise on tackling brand awareness at potential emerging markets such as Singapore, China, Vietnam, Philippines, Indonesia, and more via social media (e.g. Weibo & WeChat) and online platforms (e.g. KLOOK).
- Craft content and strategise for online campaign on social media with Digital team.
Assistant Marketing Manager
3 Years 6 Months- Coordinate and organize all campaigns and PR launches, opening ceremonies, press conferences & sponsorship activities for the theme park.
- Writing of any PR materials for the theme park. (e.g. media invite, Press Release, etc)
- Pitch to media on potential collaboration with maximum ROI.
- Facilitate media shoots requested by any media and production houses.
- Maintain and manage any familiarization trips with media, tourism boards, bloggers and visitors from overseas (prepared by Sunway Group).
- Media Buy for all campaigns and events.
- Manage and plan for CSR events at least four (4) times a year (following major festivals in Malaysia), including Nights of Fright 4, 5, 6 and 7.
- Strategise ideas for social media campaigns, sourcing of gifts, partnership, etc.
- Sourcing for at least seven (7) acclaimed awards and accolades in a year for the theme park.
Executive, Publicity & Branding
1 Year 1 Month- Managed and coordinated integrated marketing and public engagement campaigns in collaboration with creative agencies.
- Developed and produced content for brochures, information sheets, signage at MRT info centres, and branded MRT Info Trucks.
- Acted as media liaison during stakeholder engagements and on-site visits across various MRT construction locations.
- Planned and executed public relations events, including launches, press conferences, and community briefings at key project sites.
- Oversaw the end-to-end management of the MRT Info Truck — from concept development and production to deployment and maintenance.
- Engaged with schools and universities across Klang Valley to raise public awareness and foster community support for the MRT project.
Marketing, Events & Sponsorship Executive
3 Years 1 Month- Coordinated and executed marketing campaigns, new route launches, press conferences, and internal events to support brand visibility and route expansion.
- Planned, managed, and participated in media and trade familiarisation trips to promote Firefly's domestic and international destinations.
- Acted as liaison with third-party stakeholders, including customs, airport authorities, and law enforcement, to ensure seamless execution of events and campaigns across various airports.
- Oversaw and executed on-ground promotional activities to drive awareness and ticket sales for key flight routes and destinations.
- Managed end-to-end execution of online contests, including content creation, prize sourcing, and platform updates.
- Launched and managed Firefly's official blog, developing engaging travel and lifestyle content to drive customer engagement.
- Drafted content and managed updates for Firefly's Facebook and Twitter channels during the airline's early social media adoption.
- Handled sponsorship and CSR partnership requests, aligning opportunities with brand and community values.
- Responded to customer feedback, compliments, and complaints with timely and empathetic communications, enhancing brand trust and customer satisfaction.
Education
Master's Degree - Business/Corporate Communications
Bachelor's degree - Journalism
Diploma - Mass Communication/Media Studies
Skills
Marketing Strategy Development
Corporate Communications
Media Relations
Campaign Management
Content Strategy
Crisis Communications
LANGUAGES
English
Native or Bilingual
Malay
Native or Bilingual
Mandarin
Full Professional
WEBSITES, PORTFOLIOS AND PROFILES
https://www.linkedin.com/in/namatthew
Timeline
Public Relations Manager
Paydibs Sdn Bhd
11.2025 - CurrentRead More
Marketing Communications Manager
MCIS Insurance Berhad
04.2024 - 07.2025Read More
Assistant Marketing Communications Manager
Touch 'n Go Sdn Bhd
01.2021 - 04.2024Read More
Marketing Manager
Sunway Lagoon Sdn Bhd
07.2019 - 08.2020Read More
Assistant Marketing Manager
Sunway Lagoon Sdn Bhd
01.2016 - 07.2019Read More
Executive, Publicity & Branding
Mass Rapid Transit Corporation Sdn Bhd
07.2013 - 08.2014Read More
Marketing, Events & Sponsorship Executive
FlyFirefly Sdn Bhd
06.2009 - 07.2012Read More
Taylor's College
Diploma from Mass Communication/Media Studies
Read More
University of South Australia
Bachelor's degree from Journalism
Read More
Universiti Putra Malaysia
Master's Degree from Business/Corporate Communications
Read More