TseSan Wong

• Strategic-focused and insights-driven, I lead the development of the brand narrative and strategies of the Maxis Group.
• I am responsible for end-to-end design and delivery of a market-leading brand and communications strategy that encompasses brand, sponsorship, and CSR activities to achieve strong growth, as well as align with a strong brand preference outcome.
• I am responsible for ensuring that processes associated with the delivery of these strategic plans operate efficiently.
• In short, I lead the team responsible for enhancing and driving Maxis' brand image, positioning, and message to market.
• Develop and implement comprehensive brand strategies that align with consumer business goals, ensuring brand consistency across all touchpoints to elevate Maxis's market position.
• Lead the creation and execution of integrated marketing communication plans (ATL, BTL, digital, social media, PR) to drive brand awareness, consideration, and preference.
• Manage and oversee the Marcomm budget effectively, ensuring optimal ROI for all campaigns and activities, and track performance against key metrics.
• Drive digital-first marketing initiatives, leveraging data analytics, and customer insights to personalize communication and enhance customer engagement across online platforms.
• Lead and mentor a high-performing Brand and Marcomm team, fostering a collaborative environment that encourages creativity, innovation, and celebrates winning together.
• Manage relationships with creative, social, and media agencies, ensuring the delivery of high-quality work that meets brand standards and campaign objectives.
• Oversee internal and external communications, ensuring consistent messaging, and manage brand reputation effectively, including crisis communication preparedness.
• Collaborate with product, sales, and other internal teams to ensure cohesive go-to-market strategies and compelling value propositions for consumer segments.

Key achievements:

• Spearheaded the refresh of the Maxis brand in 2025, "Tomorrow Begins Today," differentiating Maxis from the industry as a humanistic, relevant brand when the industry focuses on technology, price, and speed.
• Maxis: Gold Winner in the Putra Brand Awards 2024, 2023, and Kantarz Brand of the Year 2024, 2023.
• Successfully positioned Maxis Business as the #1 most preferred brand among SMEs, translating to a lion's share of the SME segment in digitalizing their business.
• Launched the inaugural Maxis Awards in 2020, a RM5 million per annum program that empowers social enterprises with technology to create a positive impact on the community.

• As a key member of the executive leadership team, I was responsible for defining and refining the business strategy and operating framework for the agency.
• I led initiatives critical to achieving business objectives, working closely with the Head of Business and the Head of Creative to ensure strategic alignment and effective execution of strategy.
• Drove thought leadership in Singapore and APAC through the spotting of key consumer trends, media, and the digital landscape that has short, mid, and long-term impacts on marketing and business.

Key Achievements.

• Lead strategist for new business initiatives in APAC, totaling US$1.3 billion worth of media billings in new business development. Notable wins: Facebook for Business, Global; Instagram for Business; Lazada, South East Asia.
• Led the development, branding, and marketing of strategic products, contributing to more than 25% out-of-scope revenue growth year-on-year.
• Designed and formulated a training program for Dentsu's media arm in APAC, successfully training multiple APAC markets in the network.
• Key clients: Airbnb (Media), Facebook & Instagram for Business (Integrated Media & Creative), Lazada (Media), Huawei (Media and Social), Gardens by the Bay (Integrated), Abbott Nutrition (Media), Ikea (Media), and Disney (Integrated).

• Introduced business-forward SLAs that saw the renewal of regional contracts for Dentsu APAC's top 3 clients, successfully mitigating defensive pitches worth more than US$200mil in APAC.
• Managed Client P&L for a diverse set of regional client portfolio - delivered more than 25% growth in revenue through creative solutions and growing out-of-scope opportunities.
• Oversaw strategy & insights, media operations, data analytics and trading teams at both regional hub and 8 markets to develop client-centric solutions.
• Agency Network Management - managed internal stakeholders and cross-agency teams within Dentsu Aegis Network (DAN) to deliver fully integrated solutions to solve clients' business challenges.
• Key Clients: Abbott, Shiseido, Huawei and Panasonic.

• Instrumental in driving best-in-class strategic media solutions whilst providing client leadership to a wide range of clients ranging from banking, automotive, retail to beauty and home improvement industries.
• Managed Operations team to design the training and implementation of all internal and external tools.
• Key clients: CIMB Bank, Perodua, Mamee Double Decker, Nippon Paint, Uniqlo.