Putri Faralisa Sofea Adril Abdul Jalil

Responsibilities:

• Led cross-functional teams to successfully execute key projects and events.
• Managed and optimized UOB Malaysia's media coverage tracking and reporting, driving actionable insights.
• Conducted rigorous statistical analysis and monthly media value tracking to introduce innovative enhancements that uplifted media impact and brand reputation.
• Developed and executed comprehensive communication plans and media strategies, including speeches, key messages, press releases, FAQs, presentation decks, media interviews, and CEO support materials.
• Managed crisis communications, press conferences, and media events while promptly resolving ad-hoc media issues.
• Collaborated strategically with all business units to amplify media coverage and reinforce brand positioning.
• Built and sustained ongoing relationships with diverse media desks including News, Business, Metro, Sports, Education, and Sustainability, resulting in increased domestic and international press coverage through proactive engagement.
• Expanded cross-functional collaboration by supporting event related initiatives beyond traditional media responsibilities.
• Managed crisis media training for prospective UOB Malaysia spokespersons, ensuring preparedness and consistency.
• Coordinated logistics and arrangements for the Group CEO's visits to Malaysia, ensuring seamless execution.

Achievements:

• Revamped UOB Malaysia's crisis communications playbook, integrating pre-approved media statements, scenario planning, and authorised spokesperson designations.
• Increased the Bank's share of voice among local banks from 6% in 2023 to 22% in 2024, through strengthened and targeted relationships with Malay and Chinese media outlets.
• Delivered significant media value across the Bank by cultivating strong and trusted media partnerships.
• Successfully managed and led key Bank events involving government agencies, private sector partners, NGOs, and internal stakeholders, ensuring flawless media coordination.
• Executed prominent CEO events such as the Prestige Women of Power (2024 and 2025), CEO Leadership Chats, and leadership engagements with external organisations.
• Secured high-profile coverage and exclusive media interviews through strategic pitches with The Edge, The Star, Sin Chew Daily, Berita Harian, Bernama, TV3, Astro Awani, RTM, and Bloomberg.
• Expanded the Bank's media presence significantly both domestically and internationally without paid media, including extensive broadcast coverage, through proactive media relations.
• Mitigated reputational risks during crisis, managing communications strategically to protect the Group's brand and stakeholder trust.

Responsibilities:

• Individually managed and developed RHB Banking Group's media coverage tracking and reporting, and successfully increased the Group's media ROI by over 15% in 2021 and 2022 by identifying pain points through the usage of analytics.
• Performed statistical analysis and track the Group's monthly media ROI to develop process improvements and introduce innovative solutions to enhance Group's media ROI.
• Managed and developed comprehensive local and regional communications plans, media strategies, speeches and messages for all top management including Group Managing Director and CEOs through key messages, talking points, press releases, FAQs, presentation decks, media interviews and media related activities to support all businesses across the Group.
• Managed crisis communications, press conferences, media events and ad-hoc media related issues for RHB Banking Group.
• Worked closely with all business units within the Group to strategically amplify coverage and brand positioning for them, including internal website and social platform postings.
• Assisted with the Group's Annual Report 2021 and Sustainability Report 2021 in English and Bahasa Melayu.
• Consistent relationship building with media from various desks including News, Business, Metro, Sports, Education and Sustainability through media engagements and media events. This effort has assisted to effectively obtain coverage domestically and internationally from media pitches.
• Expanded cross-functional organizational capacity by collaborating across departments on events related work on top of the existing media work.
• Assisted and project managed Group events across Malaysia for multiple business units including Investment, Islamic, Retail, Asset Management and Wholesale Banking.
• Performed media monitoring and daily news report to top management.

Achievements:

• Successfully tweaked the media ROI calculation and identified pain points through analytics which has resulted in an increased media ROI of over 15% above target within 4 months of joining the Group in 2021. The improvement has helped to highlight the Group's strength and weaknesses in achieving media ROI as well as strategically plan the Group's annual Communications Plan.
• Captured Top 3 highest overall media ROI for RHB banking Group in 2022 from the projects managed individually, by working closely with media in multiple states in Malaysia as well as international media houses.
• Successfully introduced and set up the Group's annual Communications Plan individually for better resource planning and gaining higher media impact starting in 2021, and still ongoing to date.
• Selected as a Project Manager for the Group's key events in 2022 and 2023 involving key parties - government bodies, private sectors, NGOs and multiple stakeholders from the Group, to manage media event, press conference, media interviews and the full event coordination. All key events in 2022 have managed to exceed target media ROI given by Businesses.
• Individually managed media for the Group's Sustainability themed events involving public universities, NGOs and Government bodies at multiple islands - Langkawi, Pulau Redang, Pulau Kapas. All events successfully secured wide coverage through press conference/media interviews by working with the local media.
• Managed media for the Group's ongoing CSR events involving community beach clean-up nationwide.
• Successfully secured exclusive interviews and media coverage individually through pitches with Bloomberg, The Edge, The Star, Sin Chew Daily, Berita Harian, Bernama, TV3, BFM and RTM. Some notable interviews:

1.Sin Chew Daily, TV3, Bernama, Berita Harian, RTM for MD of RHB Islamic (2022)

2.The Edge for Group Chief Sustainability and Communications Officer (2022)

3. The Edge for MD of Group Community Banking (2023)

4. The Star for Chairman of RHB Banking Group (2023)

5. Exclusive interviews for the newly appointed Group Managing Director with Bloomberg and The Edge in 2022; and The Star in 2023.

• Expanded the existing Group's media coverage to international media houses without media buys especially Bloomberg and Nikkei.
• Expanded the Group's media coverage to include more broadcast coverage (RTM,TV3) and social mainstream media such as World of Buzz and Amanz through strong media relationship.
• Minimized impact of reputational damage while managing multiple Group's crisis communications through strategic communications and effective media management.

Responsibilities:

• Enhanced CIMB Group's corporate position in ASEAN through media coverage. Exceeded Group's annual media ROI target.
• Implemented and developed local and regional communications plans and strategy (media related) for CEOs and other stakeholders through key messages, talking points, press releases, FAQs, presentation decks and media related activities to support all businesses Group-wide (all entities of CIMB Group).
• Managed press conferences, media events and media related issues for the Group.
• Prepared the first Group Corporate Communications Policy and Group Corporate Communications Procedure from end-to-end which is a guideline to all CIMB staff including communications team regionally - Indonesia, Singapore, Thailand, Philippines and Cambodia.
• Relationship building with mainstream media by attending talks, conferences, corporate events.
• Managed multiple portfolios and multiple business units needs (media events/press releases/photo stories/media interviews) simultaneously.
• Managed Group Corporate Communications risk related reporting and matters.

Achievements:

• Successfully negotiated with multiple media houses and secured exclusive coverage with high media ROI annually - above RM10-20mil for the Group without media buys.
• Successfully organized annual media night with media from East Malaysia.
• Secured multiple front page coverage in mainstream media across Malaysia for the Group.
• Consistently exceeded media ROI target for world renown annual CIMB Classic event by 30%.
• Minimized impact of reputational damage while managing multiple Group's crisis communications through strategic communications and effective media management (ie; no drastic decrease of share price/caused public panic).

• Successfully graduated from the premium management trainee programme (CIMB The Complete Banker Programme).
• Rotated to work in 4 departments across CIMB Group within 7 months to match and leverage skills with potential. Departments are Group Corporate Communications, Group Commercial Banking and Group Retail Banking.
• Underwent 1 month of critical class room training before work rotation to mentally prepare with banking knowledge and readiness to work across the Group.
• Assisted Head of Departments in each rotation with multiple roles including business development, analysing numbers, worked at retail branches, managing events, writing press releases and other media materials.
• The first TCB to receive early acceptance into Group Corporate Communications of CIMB Group to be a permanent employee.

Responsibilities:

• Efficiently executed bi-weekly media plans by working closely with regional teams.
• Secured coverage from Malaysian media through pitches for brand and product positioning.
• Managed media kits for media.
• Efficiently organized weekly looks for photo shoots by coordinating with regional teams.
• Organized media events for seasonal campaigns and new season product releases.
  

• Collaborated with team members to achieve target results.
• Participated in continuous improvement by generating suggestions, engaging in problem-solving activities to support teamwork.