Yasmin Mazlan

• Lead marketing and business operations to drive operational excellence, innovation, and strategic growth, supporting business objectives and achieving market leadership. (Mesra Bonanza, strategic partnership)
• Lead in preparing the innovative solutions to define value propositions for Mesra Rewards programme and improve business efficiency and growth.
• Develop and implement partnership strategies to expand business, improve customer retention, while cultivating strong relationships with partners and stakeholders to ensure business sustainability.
• Managed and motivated employees to drive productivity and engagement, led marketing campaigns, and mentored young executives on business operations.
• Enhanced team productivity by implementing agile methodologies, leading to more efficient project completion.
• Developed a strong company culture focused on employee engagement, collaboration, and continuous learning opportunities.
• Streamlined workflows by identifying bottlenecks in existing systems and implementing appropriate solutions.
• Developed comprehensive risk management plan, minimizing potential disruptions to business operations.

• Enhanced PETRONAS Mesra Loyalty Programme by adding value to membership benefits and strengthening partner propositions.
• Managed partner onboarding, providing comprehensive support for brands like CIMB, Maybank, Samsung, Grab, AirAsia BIG, and more.
• Led partner campaigns for Mesra members, ensuring alignment with program goals.
  Collaborated with the legal department to ensure all partner contracts met compliance standards.
• Fostered a positive team environment, promoting open communication across partnership teams.
• Appointed to contribute to the development of the Mesra communication ecosystem and the creation of strategies to reclaim market share.

• Led digital marketing initiatives, including web, SEO, email, social media, and display advertising campaigns.
• Managed Marketing Cloud & CRM system setup, strategy, and planning to enhance customer engagement.
• Spearheaded the revamp of the corporate website and consolidation of the digital ecosystem.
• Designed, built, and maintained Mah Sing’s social media presence on platforms like Facebook, Instagram, and WeChat.
• Measured and optimized campaign performance, assessing against goals (ROI & KPIs), and refining strategies based on insights.
• Collaborated with internal teams to create landing pages and enhance user experience.
• Analyzed end-to-end customer experience across multiple channels and touchpoints to improve overall performance.
• Partnered with agencies and vendors to execute effective marketing strategies.

• Managed AirAsia BIG projects across regions (Malaysia, Indonesia, Thailand, India, Philippines, China, etc.), including coordination of weekly promotions and special redemptions.
• Oversaw new route launches (e.g., Maldives, New Zealand) and supported AirAsia travel fairs regionally.
• Led monthly Final Call executions across 4 regions (Malaysia, Indonesia, Thailand, Singapore) and quarterly BIG sales.
• Provided ongoing support for AirAsia & Tune Group sub-companies (e.g., Tune Hotel, Tune Protect, Tune Money), including Tune Talk’s 1 million BIG Points project and AirAsia Ancillary projects (meals, premium seats, etc.).

• Managed AirAsia BIG partnerships across multiple regions (Singapore, Indonesia, Thailand, Philippines), handling key accounts such as PETRONAS, Mydin, CIMB Bank, Standard Chartered, AVIS, DBS, and more.
• Led event launches and roadshows for various partnership campaigns, providing full event support.
• Executed the rebranding of the AirAsia BIG Loyalty Program, including branding implementation across channels.
• Coordinated regional staff engagement campaigns in Malaysia, Singapore, Thailand, and Indonesia.
• Planned and executed the 'Fill Up & Fly FREE' campaign for PETRONAS as project owner.
  Supported WCT Group partnerships (Paradigm Mall & Gateway@KLIA2).
• Oversaw AirAsia BIG website activities, including managing promotional banners and content updates.

• Assisted in the rebranding of the AirAsia BIG Loyalty Program, overseeing updates across all channels, including card design, POSM, stationery, website, and print ads.
• Managed partnerships and exclusive promotions with major banks (e.g., Standard Chartered, CIMB, Citibank) and brands, including the launch of new collaborations and campaigns like AirAsia BIG Shot Day (2 million free seats) across Indonesia, Singapore, and Thailand regional market.
• Coordinated the launch of the Paradigm partnership program and “Shop & Dine” campaign, alongside regional program launches for the Philippines.
• Supported high-profile events, including the AirAsia BIG plane livery launch (March 2014), AirAsia Travel Fair 2014, and AirAsia BIG Philippine launch 2014.
• Oversaw AirAsia BIG website activities, including managing promotional banners and content updates.

• Managed and executed web strategies, overseeing Proton's online presence across websites, social media, and community outreach programs.
• Supervised social media interactions, online communications, and e-marketing initiatives, including website design and maintenance.
• Led digital projects, collaborating with agencies and partners to implement strategies, including Proton website revamp 2010, Satria Neo & Gen2 Recall website, and Proton International Business Network Portal.
• Spearheaded the development of key web projects: Proton 2011 Grand Prix microsites, Proton Lifestyle E-shop (2011-2012), Proton Green Mobility Challenge website, and Proton Power of 1 teaser & launch site.
• Enhanced user engagement and brand presence with targeted promotions, web banners, and social media campaigns.

• Contributed to the development of key manuals: Proton Service Guideline 2010, Corporate Identity, Customer Service, and 4M Manual.
• Led on-the-job training and audits for 4M across domestic PROTON branches.
• Managed logistics and coordination for corporate events, including conferences and launches.
• Organized visits for local and international PROTON guests.

GPA: CGPA 3.16/4