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PROFESSIONAL SUMMARY

A consultant with close to two decades of experience in education and communications (change, science, and marketing), I specialise in guiding organisations across various industries through complex transformations, communications crises, and brand development initiatives.

As a HRD Corp trainer, I empower leaders and teams to excel in change communications, crisis management, and media relations, equipping them with the skills to navigate today’s dynamic communications landscape. Armed with skills honed through leadership roles and a deep commitment to mentoring, I deliver results that resonate and inspire my target audiences.

COMPETENCIES

Marketing Communications:

Brand: Identity, strategy, and campaign/plan Communications calendar: Yearly communications strategy and campaign/plan· Crisis communications: Communications strategy, plan, and training

Documents: Editing, proofreading, translation (English to Malay/Malay to English), writing· Internal communications: Letter from the CEO, newsletter, memo

Media: Media relations, articles (feature, op-eds/thought leadership, press release, profiles), press conferences, interviews (TV/radio/podcast)

Video: Editing, scriptwriting, voiceover

Technical Knowledge:

Computer-aided translation @ CAT (Smartcat) Prompt engineering (ChatGPT, Copilot)

Search Engine Optimisation (Ahrefs, Google Analytics)

Social media marketing (Meta Business Suite, YouTube Studio)

Video editing (DaVinci Resolve)

Website building (WordPress)

Training Qualification:

Train the Trainer Certification

Human Resources Development Fund/Human Resources Development Corporation, Malaysia

Issued December 2020

INDUSTRY EXPERIENCE

Self-employed | Consultant and Trainer (June 2024 – present) | Hybrid | Freelance

Branding: Craft compelling brand strategies that resonate with target audiences to ensure that the client stands out in a competitive market. Build strong and cohesive identities that drive brand loyalty and growth.

Change Communications: Guide the client through complex change processes, delivering clear and impactful communications that ease transitions and foster employee engagement.

Communications Strategy:

Develop tailored communications strategies that align with the client’s business objectives, driving consistent messaging across all channels.

Corporate Communications:

Enhance the client’s corporate narrative by crafting and executing communication plans that reflect their organisation’s values and goals. Strengthen reputation and build trust with key audiences.

Crisis Communications: Help the client navigate challenging situations with confidence. Devise preparation, response, and recovery strategies that protect the client’s brand and maintain stakeholder trust during crises.

Internal Communications: Design effective internal communications strategies that foster a positive organisational culture and improve employee engagement.

Media and Public Relations: Secure positive media coverage and build the client’s public profile. Enhance the client’s reputation, manage public perception, and effectively engage with the media.

Company name upon request | CSR Communications Manager (September 2023 – May 2024) | Hybrid | Full-time

Brand Strategy Development: Develop and implement comprehensive brand communication strategies aligned with the overall communications and the corporate oundation’s objectives.

Content Development: Strategise, create, and curate content for various channels.

Cross-functional Collaboration: Collaborate with internal teams to ensure consistent brand messaging.

Market Research: Conduct market research and analysis to identify trends, insights, and opportunities.

Messaging and Positioning: Develop clear and compelling brand messages and value propositions.

British Council Malaysia | Head of Communications (October 2022 – July 2023) | Hybrid | Full-time

Communications Strategy and Plan:

Developed and implemented communications strategy and plan for the Southeast Asia cluster and country programme.

Digital Marketing:

Supported the Education team after their vendor failed to increase registrations for the Alumni UK Challenge Fund and Study UK Alumni Awards 2023. Achieved beyond targets at minimal costs.

Internal, Change and External Communications: Responsible for internal, corporate and change communications planning and delivery for the country office and Southeast Asia cluster.

Stakeholder Engagement:

Worked closely with internal and external key stakeholders to execute plans that strengthened and integrated marketing initiatives.

PLUS Malaysia Berhad | Strategic Narratives Lead (January 2020 – October 2022) | Hybrid | Full-time

Change Communications for Senior Management: Developed materials on change initiatives for leaders.

Change Kit Creation: Developed change management kits for change agents to cascade change narratives.

Content Development: Led the development of internal change communications materials. Pioneered casual approach for better engagement; this was later replicated by Internal Communications and other departments.

Cross-disciplinary Collaboration and Stakeholder Engagement: Worked closely with other departments and stakeholders to implement company-wide change objectives initiatives such as digital transformation.

Leadership: Supervised and mentored PROTÉGÉ interns.

WWF-Malaysia | Communications Manager (September 2014 – January 2020) | Hybrid | Full-time

Content Development: Developed communication materials for awareness and advocacy.

Leadership: Supervised and mentored junior officers and Daily Paid Assistants.

Public Relations: Planned and executed communications campaigns and coverage across several channels, such as WWF’s first Journey of Water campaign in Asia.

Stakeholder Engagement: Established and maintained communications with key partners and stakeholders.

Strategy and Plans: Developed, implemented, and monitored communications strategies and plans.

AMES United | Senior Copywriter (September 2013 – May 2014) | On-site | Full-time

Campaigns: Collaborated with customers, designers, Advertising and Promotion executives, advertising agencies and media owners to plan and execute marketing campaigns across digital, print, TV & radio.

Coaching: Coached talents who appeared on Yun Nam’s Diari Impian talk show on TV3.

Copy: Wrote and translated copy for in-house brands.

Ideation: Created new concepts to promote branding, services, and products.

Scriptwriting and Voiceover: Wrote the script for and narrated Yun Nam’s Diari Impian talk show on TV3, resulting in savings for the company from not hiring a voiceover talent.

Deloitte SEA Services | E-Marketing Specialist (October 2011 – August 2013) | On-site | Full-time

Branding: Brand custodian and advisor to ensure correct branding on all e-marketing collaterals.

Editorial: Provided regional editorial and e-marketing support.

Social Media: Social media advisor to Deloitte Malaysia and Singapore’s Corporate Communications teams.

Strategy: Advised stakeholders on content strategy.

Website Management: Managed the Deloitte SEA Intranet and country websites of the Deloitte SEA group.

Fourtitude.asia | Project Manager/Writer/Translator (April 2010 – October 2011) | On-site | Full-time

Content creation: Produced, edited, and translated marketing copy.

Digital Marketing: Proposed and implemented digital marketing campaigns.

Website Management: Managed websites for DiGi, Marigold and Vitagen.

Wildlife Conservation Society | Educator (November 2006 – March 2010) | On-site | Full-time

Content creation: Developed education materials, including a teaching kit on orangutan conservation.

Donor relations: Developed proposals and reports for donors.

Education Campaigns: Designed, implemented, and monitored conservation education campaigns.

Leadership: Led conservation education teams to implement education campaigns in rural communities.

Research: Interviewed Iban communities near orangutan habitats in Sarawak to improve conservation education and community engagement initiatives, leading to a statewide educational radio programme.