Wesley Yap
South East Asia Marketing Lead, SAP SuccessFactors And SAP Ariba (Senior Manager)
Kuala Lumpur,14
Summary
Expert Field Marketing Lead with proven record of exceeding marketing objectives by developing high-performing, multifaceted marketing plans. Passionate about connecting with target audiences and driving consistent growth. Insight-driven and adaptable to changing market conditions. Detail-oriented, attentive and decisive leader.
Overview
16
16
years of professional experience
2
2
Languages
Work History
Marketing Lead, SAP SuccessFactors and SAP Ariba
SAP Asia Pte Ltd
04.2017 - Current
- Own and drive the marketing strategy for SAP SuccessFactors and SAP Ariba within the 6 key countries in South East Asia.
- Responsible for pipeline, marketing programs that support adoption and change management of SAP SuccessFactors and SAP Ariba and influencer strategies to support growth of client and prospects.
- Executes the appropriate integrated mix of marketing strategy & tactics including, web, events, digital and traditional direct marketing, and influencer strategies to develop healthy pipeline and growth objectives.
- Reports monthly to senior management and measures results and optimizes return on marketing investment.
Assistant Brand Manager
Mondelez Malaysia Sales Sdn. Bhd
01.2015 - 04.2017
- Monitored and evaluated marketing and advertising campaigns to support brand consistency and engagement.
- Managed budget allocations for marketing initiatives, ensuring optimal use of resources.
- Organized and delivered training sessions for new product content and technological advancements.
- Led team of marketing professionals, offering mentoring and coaching to build knowledge and skills.
- Assisted in the successful launch of new products by coordinating cross-functional teams.
- Consulted with product development teams to enhance products based on customer interest data.
- Collaborated with sales team to develop promotional strategies for key accounts and channels.
- Created and managed budgets to maximize brand reach and engagement.
Senior Media Planner
Mediacom Malaysia
01.2015 - 12.2015
- Cut delivery times through proactive tracking and monitoring of project timelines and aggressive pursuit of customer approval of digital and print files.
- Provided ongoing support to junior team members through mentorship and skill development opportunities.
- Developed integrated campaign strategies, incorporating media outreach initiatives across multiple verticals to create unified branding.
- Maintained up-to-date knowledge of industry trends, emerging technologies, and best practices in media planning.
- Enhanced campaign reach by identifying new channels, platforms, and advertising opportunities.
- Developed and executed yearly budgets to purchase yearly acquisition of books, periodicals, supplies and computer software and hardware.
- Led implementation of best practices to support customer service satisfaction initiatives.
- I was a hybrid media planner (forefront at both offline and digital media) and our managed to convince our Shell to start investing in digital media as a move forward.
- I was also able to introduce contextual media targeting platform (Xaxis of GroupM) to Sunway Education Group for investing on digital media to our target group efficiently at maximised reach.
Media Planner
Universal McCann Malaysia
06.2012 - 12.2014
- Championed at the migrant workers portfolio for UMobile, where we seek unconventional media touchpoints (OOH at locations where they would usually go on the weekends and local migrant newsletters), by holding a focus group and understanding their media consumption habits on the weekdays and weekends.
- Successfully launched PHD (Pizza Hut Delivery) in 2012 by leveraging influencers Scha Al-Yahya and Tomok at high reach touchpoints (radio & digital) to shout out on the key messages of delicious pizzas at the easiest convenience.
- Successfully launched H&M in 2012 with subsequent campaigns following up after that. Understanding that their advertising guidelines in digital marketing, we have managed to execute in creative ways to advertise the brand (introduction of influencers to the client, Youtube masthead takeover, site takeover on a combination of high reach and targeted fashion websites).
Media Planner
Mindshare Malaysia
08.2010 - 05.2012
- I have launched PRUlife ready media campaign, a product targeting youth and young adults by creating branded content where we partnered with Busco (a Malaysian rock band) for a song and a music video to be played in national radio, TV and digital platforms. The song managed to bring across the key message (the importance of getting insurance starting young) to our target audience and they loved it too (managed to be at top 10 Malaysian Hits in Hitz.fm)!
- Successfully launched Range Rover Evoque and Ford Mondeo in Malaysia by using selective key media touchpoints to speak to affluent target audience (OOH and activation at selected urban locations as well as digital advertising and content marketing via local car review websites).
Quality Management Officer
Sushi King Restaurant
04.2008 - 04.2010
Education
Bachelor of Science - Food Sciences And Technology
University College Sedaya International (UCSI)
Kuala Lumpur 04.2001 -
Skills
Campaign Planning
Brand Development
Budget Development
Performance Evaluations
Strategic Planning
Multi-channel marketing
Conversion Rate Optimization
KPI Management
Continuous Improvement
Business Objective Analysis
Vendor Management
Accomplishments
- Awarded Demand Generation Legend in SAP SuccessFactors Asia Pacific Japan in 2023 for generating the highest and best quality pipeline
- Identified by SAP Malaysia MD in 2019 as one of SAP Malaysia's catalyst employee.
- Awarded with Mondelez “You Can Make A Difference” Award for being able to make Salty Snacks portfolio the highest NR contribution among Biscuit Brands and to deliver GM%, NR above AC in 2016
- Team Winner of Universal McCann Ideathon 2012 & 2013 consecutively
- Awarded with the “David vs. Goliath” award for being the bravest, outspoken planner and able to give good strategic ideas by Universal McCann Malaysia on 2012.
- ICLS Japanese Advance 3 Examination (Grade B)
- Japanese Language Proficiency Test 3 (292/400)
- Malaysian University English Test (MUET) (Upper Band 5, 257/300)
- GCE O-Level English Language 1119 (A(a))
Timeline
Marketing Lead, SAP SuccessFactors and SAP Ariba
SAP Asia Pte Ltd
04.2017 - Current
Assistant Brand Manager
Mondelez Malaysia Sales Sdn. Bhd
01.2015 - 04.2017
Senior Media Planner
Mediacom Malaysia
01.2015 - 12.2015
Media Planner
Universal McCann Malaysia
06.2012 - 12.2014
Media Planner
Mindshare Malaysia
08.2010 - 05.2012
Quality Management Officer
Sushi King Restaurant
04.2008 - 04.2010
Bachelor of Science - Food Sciences And Technology
University College Sedaya International (UCSI)
04.2001 -