YOONG CHEE YING

• Lead promotion & promoter sampling activities for FMCG brands, translating brand objectives into consumer and retail.
• Developed and coordinated marketing campaigns that aligned brand priorities with retail opportunities and sales objectives, ensuring timely execution within budget constraints.
• Plan and execute in-store activations, sampling, promotional mechanics and POSM initiatives to strengthen shopper visibility and conversion.
• Supported retail listing and merchandising initiatives by optimizing shelf placement, product blocking, chiller execution, and enhancing promotional visibility.
• Managed campaign costings, sampling requirements, POSM production, and activation resources to ensure budget efficiency and resource allocation.

• Led end-to-end event and activation marketing for major FMCG portfolios, delivering high-impact brand experiences across in-store, roadshow, concourse, and out-of-home channels.
• Managed annual business value of RM 5.5 million, overseeing multiple brand portfolios and executing large-scale consumer engagement campaigns to drive brand growth.

Lactalis Portfolio (RM 2.5M annual business)

• Managed integrated event marketing and promotional executions for leading dairy brands, including Lactel, QBB, Président, and Kraft Cheese, driving brand visibility and shopper conversion.
• Executed nationwide in-store activations and trade marketing initiatives aligned with retail calendars and sales objectives.
• Conducted competitor and market analysis within dairy category, informing activation strategies to enhance brand positioning and market share.

Unilever Personal Care Division (RM 3.0M Annual Revenue)

• Delivered large-scale experiential marketing for personal care brands including Vaseline, Rexona, Axe, and Dove, covering in-store activations, nationwide roadshows, and high-traffic concourse events.
• Led flagship out-of-home charity activation Rexona Music Run, integrating brand purpose, consumer engagement, and mass participation to enhance brand equity.
• Developed and executed annual and campaign-based marketing plans, ensuring alignment with brand objectives, timelines, and launch milestones.
• Managed and optimized marketing budgets across multiple projects and negotiated with vendor and supplier to control costs while maintaining execution quality.
• Worked cross-functionally with sales, trade, finance, agencies, vendors and internal teams to deliver integrated marketing initiatives.

• Delivered project-based mall concourse activations for licensed IP brands (e.g. Mattel-type properties, ensuring brand compliance and execution standards.)
• Managed end-to-end mall roadshow concourse setup, including site recce, layout planning, booth build-up, technical coordination, manpower deployment, and teardown.
• Controlled activation budgets and campaign costings, closely tracking expenses to ensure profitability and cost efficiency.
• Planned and executed targeted marketing and seasonal promotional campaigns to drive footfall, engagement, and sales conversion.
• Monitored activation and campaign performance using sales and engagement metrics, providing post-activation performance insights.
• Selected, trained, and supervised activation staff to manage high-traffic environments, and meet aggressive performance targets.

Project Holder / Event and Marketing Executive

• Served as Project Holder for Mid-Autumn Festival FMCG activations, overseeing planning, execution, and post-campaign evaluation.
• Managed retail activations and booths across Kuala Lumpur and Johor, ensuring consistent brand standards, visibility, and execution quality.
• Led end-to-end event and roadshow planning, including venue sourcing, logistics, scheduling, technical setup, and on-site operations.
• Developed and executed FMCG retail marketing strategies to drive footfall, consumer engagement, and sales conversion.
• Coordinated with design, production, and POSM teams to deliver timely promotional materials and in-store branding.
• Sourced event materials, tools, and props via Alibaba and Taobao, optimising cost, quality, and delivery timelines.
• Managed budgets and costings, monitored expenses closely, and ensured profitable campaign delivery.
• Monitored campaign performance utilizing defined KPIs and compiled post-activation performance reports for management review.
• Supported sales operations through forecasting, sales reporting, and debtor follow-up, contributing to revenue growth and cash flow control.