Zairi Bin Ali
AGM, Sales Strategy & Planning, Consumer
Menara Annexe 2, Level 9
Summary
Strategic Dynamic Sales Leader | Revenue Growth & Market Expansion Expert
Dynamic sales strategist with extensive experience driving revenue growth, market expansion, and customer acquisition at Unifi. Skilled in sales planning, optimizing sales execution, and enhancing channel productivity through innovative Fixed Broadband and Convergence offerings.
Adept at leveraging data-driven insights for strategic market expansion planning and coverage optimization. Proven leadership in guiding cross-functional teams and driving collaborative initiatives to achieve business objectives.
Overview
17
17
years of professional experience
5
5
years of post-secondary education
Work History
AGM Sales Strategy & Planning
TM Consumer
03.2021 - Current
- Derive effective Sales Strategy and Planning, which covers analytics, programs development & management.
- Analyzing Market Profiles, performing analytics on the market & historical data, co-develop Product campaigns & coming out with comprehensive sales program.
Business Head
TM Johor North
01.2018 - 02.2021
- Developed and executed strategic initiatives to implement key changes and improvements in business operation and sales programs.
- Created strategic and tactical sales initiatives for forward planning to meet key objectives.
- Led cross-functional teams to create impactful business key leading indicator for Revenue, cost optimization and customer experience.
Sales Manager
TM SME Johor
01.2016 - 12.2017
- Monitored customer buying trends, market conditions and competitor actions to adjust strategies and achieve sales goals.
- Managed and develop Sales team and channels to achieve sales target for SME segments.
Account Executive
TM Enterprise
01.2015 - 12.2015
- Built and strengthened relationships with new and existing accounts to drive revenue growth.
- Used targeted strategies to discover insight on prospect needs and requirements.
- Maximized revenue by servicing accounts and proposing new products and services to established customers.
- Marketed and sold solutions and services to stakeholders across multiple levels of organization.
- Strengthened customer relationships with proactive and collaborative approach to managing needs.
Assistant Manager, Direct Sales/Account Executive
TM SME Johor
01.2009 - 12.2014
- Plan and execute sales activities to drive SME acquisitions and boost sales.
- Built and strengthened relationships with new and existing accounts to drive revenue growth.
- Prospected new clientele through networking, cold calling, canvassing and referrals.
- Created and executed account strategies to present services to key decision makers.
Assistant Manager, Products Management
Telekom Malaysia Berhad
03.2008 - 12.2021
- Developed and managed TM products
Education
Bachelor's Degree, Mechanical Engineering -
Universiti Teknologi Malaysia
Skudai, Johor 01.2003 - 12.2007
Skills
Leadership & Team Development
Strategic Planning & Execution
Data Analysis & Market Profiling
Sales Strategy Development
Communication & Negotiation
Problem-Solving & Decision-Making
Adaptability and Resilience
Accomplishments
Leadership & Cross-functional Collaboration:
- 2024: Led the Fixed & Convergence Sales Squad, driving high-impact initiatives that increased the convergence rate from 6% to 16%, despite declining NI Sales for Fixed Broadband. Achieved a 77% growth in mobile activations (Outbase/Inbase), contributing to the higher convergence rate.
- Aug 2024: Led the Mobile Taskforce, driving a 40% increase in mobile take-up through cross-functional leadership across Marketing, Sales Planning, and Execution teams, comparing 3 months before and after implementation.
- In 2025, assigned to lead the Smart Home Sales & Field Force Squad, aim to increase the adoption of smarthome in Malaysian.
Revenue Growth & Market Expansion:
- 2024: Increased NI Sales Market share by 2% YoY, driving 1% growth in Fixed cumulative subscribers despite revenue decline.
- 2024: Achieved a 108% increase in monthly average winback sales from Q3'24 onwards compared to Q1'24, through targeted campaigns and data-driven segmentation to boost conversions.
Sales Planning & Execution:
- Enhanced Calendar of Events (COE) execution from July 2024 onwards, significantly improving the effectiveness and productivity of sales events.
Market Expansion Planning & Strategic Insights
- Developed a Sales Quadrant Strategy using data-driven market profiling to identify high-potential regions for Fixed Broadband and Mobile, optimizing sales resource allocation and driving targeted growth.
- Increased accessibility rate in high-rise buildings to 70% in 2024 by implementing targeted strategies and optimizing sales operation.
References
Armizy Abdullah Shukri
VP, Product & Innovation, Unifi
Tel: 013 - 340 1102
E-mail: armizy.abdullah@tm.com.my
Fadilah Binti Hamdan
GM, Customer Value Management, Unifi
Tel: 011 – 1000 9292
E-mail: fadilah.hamdan@tm.com.my
Timeline
AGM Sales Strategy & Planning
TM Consumer
03.2021 - Current
Business Head
TM Johor North
01.2018 - 02.2021
Sales Manager
TM SME Johor
01.2016 - 12.2017
Account Executive
TM Enterprise
01.2015 - 12.2015
Assistant Manager, Direct Sales/Account Executive
TM SME Johor
01.2009 - 12.2014
Assistant Manager, Products Management
Telekom Malaysia Berhad
03.2008 - 12.2021
Bachelor's Degree, Mechanical Engineering -
Universiti Teknologi Malaysia
01.2003 - 12.2007
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