Embed Size (px)
Citation preview
Career Objective An experienced professional with experience in driving business growth through strategic marketing and business development initiatives including core competencies in brand management, product planning and directing product launches for diverse sectors, seeking a senior executive position to leverage extensive managerial experience towards realizing corporate goals.
Skills Communication Strategy
Digital Marketing
Brand Building
Media Planning and Management
Business Development
Business Planning & Budgeting
Retail Outlet Management
Market Research & Analysis
Experience Volkswagen Group Malaysia – Kuala Lumpur Mar 2013– Present
Manager, Marketing Communications & Planning
Automotive
Communication strategy Product communication Brand, product and other campaigns planning and execution Tactical campaign planning and execution Media planning and buying POSM development, planning and execution Annual budget planning and monthly forecast Steering of lead agency and media buying agency
Marketing Communications Management: Development and implementation of marketing communications for the enhancement of business and brand strategy of Corporate Office, Marketing, Sales, After Sales; Brand, Products and Services. These include:
Run timely periodic and ad hoc diagnostics through researching and monitoring of company (vision & mission, business & brand strategy, marketing strategy), competition, channel and consumer.
Develop and implement timely cost-efficient prescriptive plan and how much the operating expenditure is and the potential achievement of these endeavours include:
David Tan Cheng Wei Marketing Communications & Planning
B-3A-10, Ritze Perdana, Jalan PJU 8/2, Damansara Perdana, 47820 Petaling Jaya, Selangor, Malaysia.
+6012-2312394
David Tan Cheng Wei / RESUME P a g e | 2
o Develop annual brand and product communication strategy, planning including the budget
o Development of product communication positioning in cooperation with Product marketing department and steering various external partners to a streamline process
o Development of brand, product, tactical and all other campaigns including planning and defining executional planning for above-the-line and online advertising, sponsoring activities, cooperation marketing, etc
o Coordinating and steering external agency including to media buying, creative agency, digital agency and social media specialist agency to ensure efficient product launches and campaigns
Conduct evaluative exercise throughout and/or at the end of the above endeavours in order to identify key results and key SWOTs, key fixes and leverages to be applied in future and/or subsequent diagnostics and prescriptive plan.
Develop, plan and oversee the production of the POSM material for the national dealer network for products not limited to banner, specification sheets, etc
Plan annual budget based on marketing planning and define on monthly basis the single activities cost; during running year, forecast the monthly spending in cooperation with finance.
Naza Group of Companies – Kuala Lumpur Mar 2007 – Feb 2013
Marketing & CRM Manager
Automotive
NZ Wheels Sdn Bhd (Mercedes-Benz)
Naza-Brabus Sdn Bhd (Brabus)
Naza Italia Sdn Bhd (Ferrari & Maserati) - February 2009 to October 2010
Communication Strategy Brand, product and other campaigns planning and execution Tactical campaign planning and execution Media planning and buying Budget planning Event planning and management Customer relationship management
Heading the marketing planning functions including targeting, product offerings, implementation, sales integration for general marketing, advertising and promotions.
Event management including launch event, road shows and exhibition display.
Executing an integrated marketing strategy by customer segment, product category and optimal channel to attract retain and sustain revenue gains.
Implementing marketing strategy through successful campaign development, forecasting portfolio growth, up-sell, cross-sell and retention plans.
Collaborating with other business units to plan, develop and implement cross-sell programs to deepen customer relationships by implementing internal policy, procedures, ISO standard, report forms, and work standards.
Managing research activities to assess business’ competitive strengths, weaknesses, opportunities and update information on demographic and psychographic profiles.
David Tan Cheng Wei / RESUME P a g e | 3
Leading ongoing product developments and product fit analysis initiatives and effectively developing online marketing campaigns and tools including, email shots, newsletter, and social network.
Generating periodic market reviews, analyzing departmental performance, target achievements and budgetary adherence for recommending corrective actions accordingly.
Directing all ATL and BTL initiatives to enhance market presence and drive customer acquisition.
Develop strategic initiatives & partnership opportunities for joint programs & other events that promote the products and services.
Adhering to project timelines and budgets, ascertaining methods and providing critical suggestions on strategies to enrich brand depth and meaning, in addition to identifying prospects for future enhancements and addressing shortcomings.
Dealer Assessment maintenance and improvement activities.
Evaluating overall results of plans in terms of turnover, profit & share of marketing volume.
New Business Development – To identify and develop of new outlet and to co-ordinate new outlets opening, which includes overseas expansion.
CRM
Handle customer’s enquiries & complaints.
Ensure all enquiries & complaints are responded and acted promptly.
Development of effective customer retentions program to strengthen organization’s image and professionalism.
Maintaining and monitoring of Dealership Standards on Data Quality and Workshop process.
Assist in achieving maximum variable margin and incentive for the company under Mercedes-Benz Dealership Standards.
To assist in resolution of legal and tribunal cases.
Achievement
Awarded the Best Performance Employee for year 2007 in NZ Wheels Sdn Bhd.
Reposition NZ Wheels as the sole importer and authorized dealer for Mercedes-Benz via branding campaign.
Successfully introduced the latest Mercedes-Benz models, which includes the C-Class / E-Class / S-Class and R-Class to the target market together with the assistant of Mercedes-Benz Malaysia, which include press/media conference and series of launching campaign.
Successfully organized the NZ Wheels Lifestyles event which includes the NZ Wheels Golf Challenge, NZ Wheels Mercedes-Benz Driving Experience, Appreciation Party and launched the own NZ Wheels magazine lifestyle magazine to connect to the existing owners as part of the CRM initiative.
Awarded the Nanyang China Press Chinese New Year Greeting Advertisement Award for three consequence years, year 2008, year 2009 and year 2010.
Successfully introduced and launched the Ferrari and Maserati brand / models to Malaysia market, which includes models like, Ferrari California, Ferrari 458 Italia, Maserati GT and Qattroporte.
David Tan Cheng Wei / RESUME P a g e | 4
DuPont Malaysia – Kuala Lumpur Mar 2006 – Mar 2007
Marketing Executive
Science-Based Solutions (Chemicals, Materials and Energy)
Account management Business development Product communication Customer service
To create new product awareness and benefits & effectively promote product brand name.
To build brand preference and brand loyalty.
Manage market intelligence, monitor product competitiveness and market trends by conducting market research, sales analysis, and competitor analysis.
Develop channels of distribution and market segmentation of product lines.
Develop and implement both long-term and short-term marketing plan and strategies for product, pricing, positioning and promotion to achieve business objectives and goals.
Formulates marketing and advertising strategies.
Recommends appropriate advertising strategies and media plan to ensure effective communication to the targeted audience.
Recommends new marketing tools/projects when new opportunities arise.
Understand business and build up relationship with licensee/screen printers.
To promote recycling program and increase the recycle awareness.
Achievement
Lead and manage the new business models in Malaysia - Typar geotextile project (Felda Agriculture Project) and Tyvek car cover business (Perodua - Tyvek Car Cover Project) - To coordinate, develop and implement marketing strategy for the project.
Received recognition award in the month of June 2006, for achieved the 15% of business growth.
Achieved 4.5% of total business growth for Tyvek business in Malaysia and Singapore. (USD2.1MM)
Focus Point Management – Kuala Lumpur Aug 2004 – Feb 2006
Senior Marketing & Promotion Executive
Optical retain chain stores
Advertising and promotion Marketing planning Branding
To determine monthly marketing planning and to formulates marketing and advertising strategies.
Plan and recommends appropriate product, price and promotion for sales & promotions campaign.
David Tan Cheng Wei / RESUME P a g e | 5
Participates in development of POS materials.
Company branding activities and campaigns.
Recommends appropriate advertising strategies and media plan to ensure effective communication to the targeted audience.
Recommends new marketing tools/projects when new opportunities arise.
Work closely with merchants partners for joint events or promotions – Loyalty Program.
Agency liaison. Liaise with advertising agency on Media Plan, Media Buy and Art Work.
Controls of advertising materials and ensures all are in line with Corporate Identity.
Achievement
Reposition Focus Point to be the leader of Vision Care in Malaysia with emphasis on Total Customer Satisfaction through Quality, Professionalism, and Excellent Service and to be regarded as Lifestyle Optical Retail Stores.
Successfully launched the Batman Begins Movie Premiums series as collectable items and increase the awareness of the Focus Point brand name, as well as co-branding with other Official Licensee and Media Promotion giveaway.
Focus Point Management – Kuala Lumpur May 2003 – Jul 2004
Operations Executive
Optical retain chain stores
Outlet management Business development Marketing coordination Campaign management
Responsible for regional sales and branch daily operations – In charge of 25 Outlets
Coordinate between HQ and branches.
Report on the weaknesses as well as providing constructive value-added recommendation on the improvement.
Study and review on events organized by the group as well as providing comments on area of improvement.
Help and solve the branches' operational issue.
Assist and execute in company/branch marketing activities/campaign.
Monitor closely on outlet activities and inventory management system.
Assist in set up and coordinating in group marketing events.
Assist branches in order to have smooth operations and achieve monthly sales target.
Closely monitor outlet inventory system.
Prepare and update Branch Operation Manual.
Assist in conducting company’s yearly ISO Review.
Monitor outlet development process control.
Ensure new outlet is set up accordingly within the projected time frame.
David Tan Cheng Wei / RESUME P a g e | 6
Achievement
Grew the business for Northern Region for over 20%, from loss making to consistently performed.
In charge of new outlet development, from outlet renovations to fully business operations.
AfterOffice.com – Kuala Lumpur Nov 2002 – Apr 2003
Business Development Executive
Business Solutions – Software Provider
Business development Brand building Account management
Business Planning and Targeting.
To achieve monthly set target.
Brand building and to create the usage of system.
Dealer development
Systems setup – Hardware and Software.
System Troubleshooting.
Customer Support.
Education
University 0f Southern Queensland Nov 2007
Master of Business Administration
University 0f Southern Queensland Oct 2005
Post Graduate Diploma
La Trobe University – Melbourne Australia Jul 2002
Bachelor of Business
Disted – Stamford College May 1999
Diploma in Business Studies
Professional Development
Effective Performance Management System: Methodology & Technique – 2003
Financial Considerations for Sales & Marketing – 2006
Strategic Marketing Planning by MIM – 2007
Understanding of ISO 9001:2000 – 2008
Advanced Professional Selling & Negotiating for Strategic Marketing – 2008
Read, Analyze & Interpret Financial Statement – 2010
David Tan Cheng Wei / RESUME P a g e | 7
Guerrilla Marketing Training – 2010
The High Performance Manager – 2011
Languages English
Bahasa Malaysia
Mandarin
Cantonese and Hokkien
Memberships Member of Australian Institute of Management
Member of Malaysian Institute of Management (MIM) – AF017602
