Soon Kit Yau

Work History

Brand Manager

Johnson & Johnson

12.2022 - Current

Developed and executed digital marketing campaigns to educate target audiences on product features, benefits, values, and special promotions.
Managed ACUVUE's social media channels to increase brand engagement and awareness.
Developed point of sales materials (POSMs) for optical stores to educate and influence consumers at the point of sale.
Enhanced brand recognition by developing and executing targeted KOL campaigns that support brand consistency and engagement.
Coordinated marketing roadshow participation to showcase products effectively and drive consumer offtake, while working on specialized campaigns with key accounts and independent outlets to expand business relationships.
Analyzed competitor offerings and market shares to identify opportunities for differentiation and capitalize on unique selling points.

Campaigns Manager

ShopBack Malaysia

01.2022 - 09.2022

Developed, managed, and executed effective marketing campaigns with cross-functional teams locally (social media, business development, operations, customer service, and others) and the Regional Team (CRM, data science, and performance marketing) to drive customer acquisition and retention.
Utilized relevant data and analytics to gain insights into marketing campaign performance, optimize campaign performance, and convert raw data into actionable marketing insights to drive campaign directions.

Senior Marketing Associate

Shopee Malaysia

10.2019 - 09.2021

Conceptualized, developed, and executed marketing campaigns for ShopeePay, Food & Services e-Vouchers, and Digital Products categories by collaborating and coordinating across multiple teams, which include social media, Shopee Live, paid ads and media buy, business development, graphic design, and operations.
Reviewed the analytics and metrics of marketing campaigns, and generated new ideas to drive the continuous optimization of upcoming marketing campaigns, to ensure they meet the marketing objectives.

Digital Marketing Specialist

Maxis Berhad

04.2018 - 10.2019

Managed the development and daily maintenance of the enterprise website as a digital channel owner to aid in driving awareness and discovery, and to acquire qualified business leads for Maxis' range of fixed and mobile services, Internet of Things, retail, and cloud-based solutions.
Ensured the timely launch of new web page launches for all B2B marketing campaigns by collaborating with multiple stakeholders from sales, digital marketing, product marketing, and the value propositions team.
Optimized web pages to ensure they meet the main call-to-action and objectives, and developed an in-depth understanding of the user journey of business web users, who are mainly local SMEs, the public sector, and large corporations.

Shopper Analytics & Retail Space Planning

Nestle

06.2016 - 03.2018

Highlighted the performance, rationale, and potential future growth opportunities by monitoring and analyzing performance and trends within the Food (MAGGI), Infant Nutrition, Chilled Dairy, and ready-to-drink (MILO and NESCAFÈ) categories with insights from multiple sources.
Supported the category development managers and key account managers to develop shopper-based selling stories, shopper and marketing insights, optimal product ranges, and in-store planograms.
Played an active role in the development of the Winning in Every Store (WIES) toolkit, which is an in-house merchandising toolkit for Nestlé's salesforce to deliver the best in-store retail shopping experience.

Senior Account Executive

Kantar Worldpanel

10.2014 - 05.2016

Worked closely with an FMCG clientele: Colgate Palmolive, Hawley & Hazel, SC Johnson, Kao, and Fonterra as an insights provider and shopper behavioral professional to provide regular marketing performance reports, monitor and highlight business opportunities, and trends in their business categories, and quarterly marketing brand business reviews.
Inspired my clients to make successful and confident business decisions by uncovering actionable shopper behavioral insights and business opportunities with multiple data points from the FMCG household panel that have helped them to be successful in their sales and marketing campaigns.

Senior Client Service Executive

Nielsen

07.2012 - 10.2014

A retail insights business partner who provided strategic and timely retail measurement insights for clients within the fast-moving consumer goods (FMCG) industry to help them monitor and highlight business opportunities and trends in their business categories, and to provide quarterly marketing business reviews for brands.
Worked closely with my key clientele: Colgate Palmolive, Hawley & Hazel, URC, and Wipro Unza as an advisor to help them understand retail key performance indicators and metrics, identify new business opportunities, and make strategic sales and marketing decisions based on actionable marketing insights.

Summary

Overview

Work History

Brand Manager

Campaigns Manager

Senior Marketing Associate

Digital Marketing Specialist

Shopper Analytics & Retail Space Planning

Senior Account Executive

Senior Client Service Executive

Education

Professional Diploma - Digital Strategy & Planning

Professional Diploma - Digital Marketing

Bachelor of Arts - International Business

Skills

Languages

Hobbies & Interests

Timeline

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