SHERENE AZLI

Spearheaded brand leadership transformation with the KPJ Healthcare Group rebranding within the first year, strengthening market positioning and competitive edge. Led data-driven marketing strategies to drive strategic growth, market expansion, and increased market share. Enhanced customer engagement and brand presence through multi-platform content initiatives, launching the KPJ Cares mobile application to improve patient experience and loyalty. Established global market penetration strategies for Health Tourism, enabling KPJ to outpace industry growth in 2024. Optimized digital presence with UX enhancements, SEO, and targeted marketing, boosting engagement and conversions. Delivered a strong market impact in 2024, aligning marketing initiatives with corporate objectives, driving revenue growth, brand equity, and increased market capitalization.

Business Transformation Consultant specializing in leadership, sustainability, healthcare transformation, talent management, and branding. Focused on strategic integration of processes, technology, and data to enhance efficiency, profitability, and shareholder value. Expertise spans medical tourism, telecommunications, and healthcare.

Spearheaded Malaysia’s healthcare travel industry growth, reporting to key ministers and driving a 16% CAGR (2015–2019), with RM1.7 billion in revenues (2019) and an RM8 billion economic impact. Led Malaysia to the No.1 Global Healthcare Destination by Volume (2019) and secured multiple Destination of the Year and Cluster of the Year awards. Championed public-private collaborations, optimised global branding with limited resources, and established MHTC as a high-performing, financially stable, and globally recognized agency.

Spearheaded talent management, diaspora engagement, and student development across 12 key sectors. Led the Returning Expert Program (REP) and Global Malaysian Network (GMN) to connect global professionals and foster borderless collaborations. Developed student engagement initiatives to enhance employability and industry ties.

Led strategy formulation for a RM9 billion business in a highly competitive industry. Streamlined strategic direction, stakeholder alignment, and Board proposals, while driving ICT and New Media strategies for value creation. Identified investment opportunities, M&A prospects, and growth strategies to drive organic and inorganic expansion.

Championed market growth, brand amplification, strategic partnerships and product profitability, contributing to TM surpassing RM1 billion in profit (2010). Led consolidated marketing functions, including strategy, branding, promotions, pricing, and CRM, while streamlining customer and product portals. Spearheaded digital marketing innovation, launched UniFi as part of the high-speed broadband (HSBB) strategy.

Led pricing strategy for TM Group’s Retail and Wholesale businesses. Developed pricing models to balance profitability and customer satisfaction, while conducting financial analysis, sales forecasting, and margin verification. Monitored market trends, competitor benchmarks, and business indicators to identify growth opportunities, cost savings, and profit enhancements. Implemented forecasting tools and pricing dashboards to track revenue variances and business pipelines.

Led market intelligence, analytics, and research for TM’s retail businesses, analyzing usage patterns to understand customer behavior and drive data-driven decisions. Developed the customer lifecycle framework and enhanced CRM strategies to optimize engagement, retention, and revenue growth.

Oversaw accounting, finance, budgeting, forecasting, and strategic financial planning, establishing an analytical framework to identify and drive financial growth opportunities. Led the setup of four global offices in the USA, UK, Hong Kong, and Singapore to support TM’s international expansion.

Built an international network and activity-based costing system, enhancing cost management for products and services. Developed an intelligent call routing system, optimizing cost efficiency and profitability for international call deliveries.

Researched new markets, opportunities and conducted investment analysis into potential telecommunication infrastructure investments in Eastern European countries.