SPECIAL EDITION Malaysia's Top Marketers - WEEKENDER - MARKETING Weekender
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www.marketingmagazine.com.my popculture
ISSUE # 275 JANUARY 2021
WEEKENDER
Malaysia’s
Top Marketers
SPECIAL EDITION
ROLL OF HONOUR “ WHY WOULD GEN ZS
DOWNLOAD AN APP THAT
SPIES ON ITS USERS
18 ABDUL SANI ABDUL MURAD
20 ANDREW PINTO AND IS NOW BEING
22 ANDREW YEOH SUED FOR VIDEOING ITS
24,55, 57 ANGELINA VILLANUEVA SUBSCRIBERS EVEN
48 BEN FOO WHEN THEY’RE SIGNED
44
08, 50
14
BENJAMIN WOO LIK KANG
EDMUND LEE
FARHAN HAFETZ
OUT?
”
Jared A. Brock writing about Instagram
40
28
34
FERNIE JASMINE ABDUL GHANI
GIGI LEE CHING YEE
JOVINA TAN SIEW CHING
“ THE THINGS
YOU OWN END
UP OWNING YOU.
“ PEMAIN YANG SAMA YANG
BERMAIN DENGAN KEDAH
DIKEKALKAN. YANG TOP, TOP
12 KONG EE LYNN
IT’S ONLY AFTER TU LAH. DUA AWANG HITAM TU
YOU LOSE LAH. SEKEJAP NANTI ORANG
26 MARTIN VOON EVERYTHING KATA SAYA HINA ORANG
52 MOHD SHAHRIZAL ABDUL RAHIM THAT YOU’RE PULAK TAPI DEPA MEMANG
30
10, 54
50
NIZAM SANI
RAYMOND SIVA
SCHRENE GOH
FREE TO DO
ANYTHING.
”
Chuck Palahniuk,
HITAM PUN.
”
Kedah FA president Muhammad Sanusi
Md Nor
38 SHAZLINA MOHD SUFFIAN Fight Club
36 SHEENA FONG
42 SHIRLEY NEW
32 SUTAPA BHATTACHARYA
46 TAI KAM LEONG
16 THAM YEN LEE
MARKETING WEEKENDER is published by Sledgehammer Communications (M) Sdn Bhd 22B, Jalan Tun Mohd Fuad 1, Taman
Tun Dr. Ismail 60000 Kuala Lumpur, Malaysia. Tel: 603-7726 2588 ham@adoimagazine.com. www.marketingmagazine.com.my
© All Rights Reserved By: Sledgehammer Communications (M) Sdn Bhd (289967-W) No part of this magazine may be reproduced
in any form without prior permission in writing from the publisher. While every effort has been made to ensure the accuracy of
the information in this publication, the publisher assumes no responsibility for errors, omissions and/ or for any consequences
of reliance upon information in this publication. The opinions expressed in this publication do not necessarily represent the
views of the publisher or editor. Advertisements are the sole responsibility of the advertisers.
4 5
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EDITOR’S NOTE EDITOR’S NOTE
Marketing
Business Results: The You’ll see the winners across
winning candidates will have the following pages.
shown their influence and There are also embedded
Marketers
involvement in positive business hyperlinks to them and their
outcomes – whether its market work you can explore.
share, revenue growth, or profit... Put yourself in their shoes and
in a responsible manner. arm yourself for 2021.
Case Study: Case studies are
assessed to see how the CMO Respectfully,
led, adapted and managed the Prof Harmandar Singh aka Ham
new way of working while President
delivering campaigns, launched Malaysian CMO Awards
... The year marketing stepped up to face new initiatives that progressed
the business health of the
https://marketingmagazine.
com.my/cmo-2020-live/
realities never imagined. This made the CMO’s company, people and brand.
How engagement and impact
role more pivotal and frontline than ever... working together got results.
Team Results: Attention is
paid to how the CMO showed
We kick off the New Year with The Malaysian CMO Awards leadership in these critical
this 32-page bumper edition embraces these new uncertainties times, mapping out cohesive
showcasing all winners of the and its judging criteria makes and collaborative approaches
Malaysian Chief Marketing even more sense today. while optimising team resources
Officers (CMO) Awards. After 7 top flight judges over in a constantly changing
2020 was the year when the 10 days gave the submissions environment.
sense of community, caring and (up 10% this time) a robust Track Record: Breakthrough
economic well-being became the evaluation, some CMOs marketing is far more effective
ultimate challenge for brands. demonstrated sheer consistency than marketing that borders
The year marketing stepped and showed what takes to win on mediocrity. Judges study
up to face realities never year after year. the work of marketers, look at
imagined. This made the CMO’s This year also brought to light industry recognition and awards
role more pivotal and frontline some amazing case studies and won, and identify those that are
than ever. leadership in a tough year. truly taking the risks to succeed.
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CMO WINNERCMO2020
TODAY
ABDUL SANI ABDUL MURAD •
ANDREW PINTO • ANDREW YEOH •
ANGELINA VILLANUEVA • BEN FOO •
BENJAMIN WOO LIK KANG • EDMUND
IT’S TIME
LE E • F A R H A N HA FET Z • F ER N IE TO RECOGNISE
JASMINE ABDUL GHANI • GIGI LEE MALAYSIA’S
CHING YEE • JOVINA TAN SIEW CHING BEST
• KONG EE LYNN • MARTIN VOON • MARKETERS!
BRAVE AND BRILLIANT
MOHD SHAHRIZAL ABDUL RAHIM MARKETERS DESERVE
FAME TOO.
• NIZAM SANI • RAYMOND SIVA •
SCHRENE GOH • SHAZLINA MOHD
SUFFIAN • SHEENA FONG • SHIRLEY
NEW • SUTAPA BHATTACHARYA •
TAI K A M LEONG • THA M YEN LEE
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BEST MARKETER IN OMNI-CHANNEL MARKETING BEST MARKETER IN OMNI-CHANNEL MARKETING
Edmund Lee is the
General Manager of
Sales & Marketing at
Best Marketer
Red Bull Malaysia.
in Omni-
He has 20 years of
Channel
experience in FMCG
Marketing
across local and
global roles with an
extensive career across
multiple Commercial
and marketing
functions including CLICK TO
WATCH THE
strategy, revenue
VIDEO
growth management,
customer development,
data analytics and
marketing in companies
such as Coca-Cola,
Mead Johnson, and
The rebel with a cause. Edmund dunnhumby.
during his University days
in Oklahoma, circa 1998. His
daring streak has endeared him
to so many global brands and he
remains bullish. EDMUND LEE Presented by
General Manager
Red Bull Malaysia
10 11
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BEST MARKETER IN EVENT & EXPERIENTIAL MARKETING BEST MARKETER IN EVENT & EXPERIENTIAL MARKETING
Raymond has over 23 years of experience
in communications and marketing. He has
conducted over 100 messaging workshops,
talks spokesperson and crisis trainings
across the region.
He was appointed CMO of Malaysia
Digital Economy Corporation (MDEC)
in October 2019, overlooking brand
marketing and partnerships, strategic
communications, digital and experiential. Best Marketer
Ray assumed leadership of Edelman in Event &
Malaysia in 2010, growing it to be the Experiential
largest PR firm in Malaysia. Raymond then Marketing
went on to lead Edelman Indonesia team Raymond is
from the tail end of 2015 to 2018, leading standing on
over 100 consultants. Prior to Edelman, the right in this
Raymond was General Manager at Grey PR. family picture. His
Before agency life, he was Head of childhood memories
Corporate Communications at OSK and family values CLICK TO
Investment Bank and Managing Editor have inspired WATCH THE
him to conquer VIDEO
of a regional trade publication house. He
has deep knowledge of government and many challenges.
international brand communications, Including steering
having supported the Malaysian and Malaysia’s digital
Indonesian delegations to the World road map at MDEC.
Economic Forum at Davos over a period
of 6 years. He was personally involved in
the marketing and communications for the
Malaysian Pavilion at Expo Milano as well
as the World Islamic Economic Forum in
Kazakhstan, Indonesia and Dubai. He holds
an LLB from University of London and a
RAYMOND SIVA Presented by
Professional Diploma in Public Relations Chief Marketing Officer
from Institute of Public Relations Malaysia. MDEC
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BEST MARKETER IN MOBILE MARKETING BEST MARKETER IN MOBILE MARKETING
Eelynn Kong is responsible
for overseeing the unifi brand,
driving business and advancing
the sustainable competitive
edge for the telco. She joined the
telecommunication company in
2016, bringing with her more than
15 years of experience as a tenured
professional in marketing industry.
Since then, she has overseen the
successful rebranding of unifi in Best Marketer
2016 from webe to unifi the telco in Mobile
customer facing arm of TM. Marketing
Today, she drives brand building,
revenue generation through digital
marketing and product innovation
within unifi home, mobile as well
as content businesses. She is an
An amazing picture of inspiration for today’s women CLICK TO
EeLynn before she turned professionals where she manages to WATCH THE
one. Photographed by her deliver clutter breaking marketing VIDEO
father, whose dream for his and outstanding business results
youngest child and only girl while still managing her beautiful
was to be the driver of her family.
own life and live without In the office Eelynn is a
regrets. She has made his provocateur, who challenges
dream come true. accepted wisdom and encourages
her staff to do the same. She
looks at things from the point
of view of the customer and has
won numerous awards locally and
regionally including the 2019 Gold
Putra Brand Awards and the World KONG EE LYNN Presented by
Branding awards in 2020. Director, unifi Marketing & Comms
Telekom Malaysia
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MARKETING TRAILBLAZER - FMCG MARKETING TRAILBLAZER - FMCG
With over 13 years of experience He is also passionate
across multiple industries including about food, having started a
Brand Consultancy, F&B, and restaurant called Bumbu Asli
FMCG, Farhan is currently the at the age of 22, which has
Head of Group Marketing in FGV been featured across multiple
Holdings Bhd. His role is to oversee media platforms such as
the Brand Management, Market RTM, TV3, NTV7, TV8, Go
Intelligence, Product Development, Asean, and Tonton.
Customer Experience, and
Corporate Compliance teams for
local and international markets. Marketing
FGV produces market leading Trailblazer -
homegrown brands such as SAJI, FMCG
ADELA, and SERI PELANGI.
Farhan was formally educated
in Melbourne, Australia with a
Bachelor of Commerce (Marketing
& Finance) and a Master of
International Business. In his
CLICK TO
previous roles within brand and WATCH THE
digital agencies, he serviced the likes VIDEO
of Domino’s Pizza, BBC, Maybank,
Huawei, Sunway, Volkswagen,
Blackmores, UMW Land, and Spirit Farhan bringing the house
Aerosystems. down at a rock concert
He has also served as a coach during his student days
and trainer for SMEs under at Deakin University,
entrepreneurial development Australia. Rumour has it
programs by MARA, specialising that he still the rocker he
in branding and digital strategies. used to be but with faded
His areas of interest and expertise glory stardom!
include brand development,
market expansion, and process FARHAN HAFETZ Presented by
improvements. Head of Group Marketing
FGV Holdings Berhad
16 17
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BEST MARKETER IN B2B MARKETING BEST MARKETER IN B2B MARKETING
Yen Lee heads Astro Marketing Services for the Media Sales
division, armed with 15 years of experience in the broadcast
media industry. She is a results-oriented achiever, passionate in
turning dreams into reality. She joined Astro in December 2004
with an aspiration to help marketers fuel brand power.
She created the first milestone in 2010, developing the biggest
World Cup campaign in Malaysian TV history worth RM60mil
with Maxis. She then launched Astro Power Hour, the first Pay
TV advertising program for SMEs which has accelerated revenue
growth and strengthened Best Marketer
Astro market share year- in B2B
on-year. She is also the Marketing
mastermind of nation’s first
one-stop information portal
on Pay TV advertising.
As the catalyst of
innovation, Yen Lee led
several major achievements
for the Malaysian advertising
CLICK TO
industry, including the WATCH THE
launch of new TV audience VIDEO
measurement with Kantar
Media in 2015, and
transformed the boring media
screenings into insightful
conferences fuelled by
prominent speakers from
Tinkling on the piano at an across the region, to exchange
early age, Yen Lee could not thoughts of fusing big data
have predicted her career with human intelligence.
would head towards media
and entertainment one day, Tham Yen Lee Presented by
Head of Marketing Services
reaching out to millions of Astro Media Solutions
viewers.
18 19
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MARKETING TRAILBLAZER - FINANCIAL SERVICES MARKETING TRAILBLAZER - FINANCIAL SERVICES
Avid storyteller. Dynamic
marketer. Inspirational leader.
All fitting ways to describe
Abdul Sani Abdul Murad, the
Group Chief Marketing Officer
of RHB Banking Group. A
dynamic and well-liked figure
in Malaysia’s marketing scene,
Sani youthful vigour belies his
20 years of hard-won experience
on major global brands such Marketing
as Unilever and HSBC. His Trailblazer -
long list of accomplishments Financial
includes making Unilever Services
Sunsilk the #1 shampoo brand,
launching HSBC Amanah
brand in Malaysia and winning
numerous accolades such as
HSBC Best Marketing Team
in Asia, the Effies, Asian CLICK TO
Marketing Effectiveness WATCH THE
Even as a kid, Sani looked Awards, APPIES and the Putra VIDEO
destined for fame with his Brand Awards.
bad ass bandana, gangsta Sani joined the RHB Group
beads, cowboy buckle belt in 2017 and has been the driving
and oversized denims rolled force behind RHB’s resurgent
up for action. Now you success and transformation into
know why we all love him. Malaysia #1 Challenger Bank.
Despite a challenging 2020,
RHB remains firmly on track
towards achieving its goal of
being amongst Malaysia’s Top 3
Performing Banks by 2022. ABDUL SANI ABDUL Presented by
MURAD
Group Chief Marketing Officer
RHB Bank Berhad20 21
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BEST MARKETER IN LOYALTY & ENGAGEMENT MARKETING BEST MARKETER IN LOYALTY & ENGAGEMENT MARKETING
Andrew Pinto’s career and expertise
have been evolving for 18 years. This
wealth of experience allows him to
contribute rapidly towards brand
development and business goals by
focusing on the user: integrating data,
creativity and technology. Best Marketer
In May 2016 Andrew joined in Loyalty &
Mudah.my - Malaysia largest online Engagement
marketplace as the Head of Marketing. Marketing
His task was to reenergize the brand
and marketing activities to support Andrew still has all
B2C and B2B business goals. This led the gusto you see in
the brand to win several prestigious this picture of him in
awards for their creative marketing nappies. Little did he
campaigns. In November 2017, he know then he would grow CLICK TO
took on the additional responsibility up to win at the CMO WATCH THE
of redeveloping Mudah.my display Awards not once, but VIDEO
offerings. three times. Proving that
Prior moving to Mudah.my, with consistency comes
Andrew was the General Manager greatness.
in Isobar for 2.5 years and managed
double-digit revenue growth and more develop the brand in
than doubled its new clients base by Malaysia within the
2015. banking and finance,
This led to Isobar bagging the FMCG, automotive
title of Campaign Malaysian Digital and technology sectors
Agency of the Year 2016. From 2002 with clients like Nestlé,
to 2013, Andrew was in McCann Maxis, Mitsubishi, ANDREW PINTO Presented by
Worldgroup as Group Director and MasterCard and Bank Head of Marketing
Head of Momentum where he helped Negara. Mudah.my22 23
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BEST MARKETER IN RETAIL & PROMOTIONS MARKETING BEST MARKETER IN RETAIL & PROMOTIONS MARKETING
Andrew’s unique skillset and mindset
have been honed by over 16 years of
experience across both the client and
agency spectrum. He has stewarded
brands as diverse as IBM, Gillette,
Pantene, KFC, Uniqlo, SK-II, BMW,
Microsoft and Disney both locally and
regionally in Malaysia and his previous
base in Australia. He also holds an MBA
from the Melbourne Business School.
His passion lies in the intersection
of brand experience, digital Best Marketer
transformation, innovation and in Retail &
marketing communications. Prior Promotions
to IKEA, his professional experience Marketing
includes marketing and strategy
leadership roles at IBM, P&G,
Interbrand, Isobar and DDB. Under
Happy snapshot his strategic marketing and digital
of Andrew when transformation direction, the IKEA
he was 4. Taken portfolio of five shopping centres have CLICK TO
WATCH THE
in North Carolina, prospered IPC, MyTOWN, Toppen, Batu
VIDEO
where his Dad did Kawan in Malaysia, and Megabangna in
his Master’s at Thailand, tripling in terms of visitation
Duke University. growth during his tenure.
Looking at the He accomplished this by
gifts around him, it spearheading numerous firsts including
seems his penchant Malaysia first-ever TikTok-able Mall
for shopping has during the Toppen breakthrough launch
led him to head campaign and the multi-award-winning
marketing and IPC app with its world first Mood Menu
innovation for IKEA functionality.
Southeast Asia Now as the world changes yet again,
he looks forward to fresh opportunities ANDREW YEOH Presented by
today. Head of Marketing & Innovation
and challenges, or as he calls it the next
(Shopping Centre)
normal. IKEA Southeast Asia24 25
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BEST MARKETER IN E-COMMERCE MARKETING BEST MARKETER IN E-COMMERCE MARKETING
Ange, as she is popularly known,
is one of the most astute, well
rounded marketing professionals
in the region today. She has
been driving double digit growth
consistently on her businesses. It’s
not just her almost three decades
of experience but the quality and
breadth of those experiences that
have made her successful. From Best Marketer
business management, marketing, in e-Commerce
advertising to talent management; Marketing
she has done it all.
Here are some details to give
you a sense of that quality; she
has worked in both regional
and local roles across multiple
countries, spent five years in
CRM (Ogilvy One), 7 years in CLICK TO
advertising (Ogilvy), 6 years in WATCH THE
talent development (WPP) and over Balcony shot of Angelina VIDEO
9 years in marketing (KFC & Star). standing pretty at 5 years
She has won a ton of individual old. The girl grew up to
and brand awards over the years. In become a lady of substance
her current role in KFC Malaysia, in the marketing industry.
the brand has been consistently She is a true star and sweeps
recognized in multiple Marketing multiple trophies at the
and industry awards, including Malaysian CMO Awards
awards by YUM! Brands. Under her 2020.
charge, KFC has also been awarded
Gold 5 years running between 2015
to 2019, in Malaysia’s People’s ANGELINA VILLANUEVA Presented by
Choice Putra Brand Awards. Chief Marketing Officer
KFC Malaysia26 27
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BEST MARKETER IN RETAIL & PROMOTIONS MARKETING BEST MARKETER IN RETAIL & PROMOTIONS MARKETING
A seasoned marketer with from key roles held at Rapp
more than 17 years of experience Collins, Bates Malaysia, Saatchi &
across multiple disciplines Saatchi Arachnid and RHB Bank.
(Advertising, brand management, At RHB Bank, Martin
CRM, digital marketing: SEO/ has raised the organisation’s
SEM & social media, event/on- profile and presence over the
ground activation, etc.) for blue- past 6 years with the following
chip brands such as AIG,Digi, accomplishments:
Dutch Lady, Microsoft, UMW Launched RHB Group’s
Toyota, Volkswagen and more. integrated rebranding campaign Best Marketer
Martin possesses a holistic ‘Together We Progress’ in 2015 in Retail &
view of marketing with invaluable which coincided with vast Promotions
insights gained through exposure improvement of RHB’s brand Marketing
from both sides of the divide value as reported by Brand
Finance in 2016.
Martin, when he first started his Transformed the Group’s
career in integrated marketing website www.rhbgroup.com
communications at Rapp Collins that won Silver at the 2015
in 2004. This picture taken W3 Awards for Banking, User
during a company vacation trip Experience, Visual Appeal and
CLICK TO
speaks of his vibrant personality WATCH THE
Photography categories. VIDEO
in the industry. Reinforced online lead
generation and acquisition
growth of new-to-bank customers
for credit cards since 2018 which
now contributes to approximately
8% of total national sales.
Established RHB Group
Facebook Fan Page with the
fastest fan growth amongst
competitors since 2016, now
with the 3rd largest fan base and MARTIN VOON Presented by
highest engagement rate amongst Head, Digital Brand Management
banks for 2019. RHB Banking Group28 29
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BEST MARKETER IN SME MARKETING BEST MARKETER IN SME MARKETING
Gigi started her career in the
research and insights industry at
a global research house, Synovate.
She had worked for a number of
key brands across industries in
Malaysia, which includes Nestlé,
L’Oréal, Amway, Cadbury and
McDonald’s. Specialising in
consumer product & concept test,
she has contributed to the launch
of new products for various clients, Best Marketer
such as the Nescafé White Coffee. in SME
In 2010, Gigi left Synovate to Marketing
join HSBC Malaysia to continue
pursuing her passion for insights
from the client’s side. In addition Gigi during her school
to her insights role, she was also a days as an avid Girl Guide.
strategic planner for the marketing Today she is banking on
team. With her skills on insights helping SMEs enhance
and analytics, she has helped the CLICK TO
their customer journey WATCH THE
bank to develop insights driven with RHB. VIDEO
campaigns and cultivated the
insights culture in the organisation.
She also moderated focus groups
for new product propositions,
which were subsequently launched.
In 2018, Gigi took on a different
portfolio when she joined RHB’s
Group Marketing team as the Head
of Business Banking Marketing &
Customer Insights. She has since
applied her strong fundamentals
and experiences in helping the GIGI LEE CHING YEE Presented by
bank to grow the business she helps Head, Group Business Banking
managed. Marketing & Customer Insights
RHB Bank Berhad30 31
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BEST MARKETER IN SUSTAINABLE BRAND MARKETING BEST MARKETER IN SUSTAINABLE BRAND MARKETING
Nizam has been driving put Al Rajhi Bank on the banking
marketing initiatives in a industry map. He then joined
career that spans over 20 years. Astro to manage the Product
From beginnings at Maybank Strategy department and soon
Cards, he moved on to join the after managed Astro Prima. The
Sales and Marketing team at success of Astro Prima within 2
AmAssurance to work on the years saw Nizam moving up to
banks Bancassuarance business head and market the Mustika
in 2004. pack, quickly moving the pack
He was instrumental in from 300,000 subscribers to
launching Al Rajhi Bank 1.5million subscribers in 3 years. Best Marketer
in Malaysia setting up the After 8 years at Astro, he moved in Sustainable
marketing department and to Bank Rakyat. Under his Brand
launching 20 branches within 6 leadership, Nizam has managed Marketing
months and 2 campaigns which to steer the bank to greater
heights where he manages
the Marketing, Corporate
Communications, Events,
Creative Communications,
Sustainability departments and CLICK TO
Media Unit. WATCH THE
VIDEO
The bank has been consistent
in promoting Corporate Social
Responsibility (CSR) focusing its
marketing efforts on people to
grow co-operatives in Malaysia.
Some of the notable campaigns
launched over the last 5 years at
Bank Rakyat have been solely
Scoring for the team has been focusing on people, for example
Nizam’s mantra since his the re-launch of Kelab Nuri saw
teenage days. This includes it intertwine with Bank Rakyat’s
playing for Selangor’s Under CSR initiative focusing on kids Presented by
12s. In this particular shot, his NIZAM BIN SANI
and nutritious food namely Nuri Chief Marketing & Communications Officer
kick landed the ball in the net. Nutrisi. Bank Rakyat
We believe him.32 33
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BEST MARKETER IN MILLENNIAL MARKETING BEST MARKETER IN MILLENNIAL MARKETING
Sutapa is an experienced
Strategy, Branding and
Communication professional
and award winning Brand
Marketer with 25 years of
demonstrated history of
working in the marketing and
advertising industry across
countries, cultures and marketing
disciplines. She is skilled in
Digital Strategy & Marketing, Best Marketer
Market Research, Marketing in Millennial
Strategy and Branding. Sutapa Marketing
graduated from the Wharton Taken on the iconic steps
School, specializing in product at Presidency College
development. India, acclaimed for
Sutapa single handedly built its Economics faculty.
the brand consulting department Established in 1817, many
during her stint in Leo Burnett famous scholars around
Malaysia, creating brands such the world have passed CLICK TO
though its doors. WATCH THE
as IJM Land and strengthening VIDEO
brands such as TNB, ISKL,
Gamuda, Medini, AIA, Proton, Her track record in influencing
Maybank and Petronas Daganan marketing successes, based on
with strong brand strategies a strategic business approach,
that resonated with customers, honored Sutapa with the
leading to some of the most Campaign Asia South East Asia
successful campaigns whereby Planner of the Year in 2013 and
the brands gained in market Campaign Asia S E Asia Account
share against top players. Person of the Year Runner Up in
The success of her work was 2012.
recognized when she won Gold Generous with her knowledge
for Brand Consulting at the and experience, she shares SUTAPA BHATTACHARYA Presented by
Agency of the Year Awards three these in annual Brand Planning GM, Strategic Communications & Branding
TNB
years in a row. workshops for the industry.34 35
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BEST MARKETER IN CUSTOMER EXPERIENCE MARKETING BEST MARKETER IN CUSTOMER EXPERIENCE MARKETING
education brand to ensure great
execution, resulting in better
student conversions and brand
leadership in Malaysia and
International markets.
She also leads scholarships,
events, school marketing,
merchandising and in-house
creative teams. Jovina is the
key driver in shaping the
performance culture of the
Marketing division to ensure the Best Marketer
University and College business in Customer
strategies are supported to Experience
strengthen brand equity in the Marketing
market. She believes in creating
an outstanding and best-in-
This picture was taken at the class customer experience
Wizarding World of Harry which includes reinventing
Potter in Los Angeles. A the customer experience to
CLICK TO
reminder to never forget the blend digital and physical WATCH THE
inner child in you. Jovina experiences even more. Prior to VIDEO
believes in having great fun joining Taylor’s, Jovina’s FMCG
during playtime, after working experience comes from a wide
crazily hard. diversity of global and local
brands from different categories.
With more than 15 years
of experience, she has built a
Jovina Tan serves as the Vice multitude of brands under her
President of Group Marketing for belt (Kotex, TOP, Campbell’s,
Taylor’s University and Taylor’s Prego, Twisties, Chipster,
College. In this role, Jovina Cheezels, Chachos, Mamee
oversees the overall brand vision Noodles, Mamee Monster,
of the university and college, Double Decker, Oreo, Fruit Tree JOVINA TAN SIEW CHING Presented by
driving the overall marketing Fresh, etc) which led to strong Vice President, Group Marketing
Taylor’s Education Group
strategies for the Taylor’s higher growth for the companies.36 37
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BEST MARKETER IN INFLUENCER MARKETING BEST MARKETER IN INFLUENCER MARKETING
Sheena joined Novartis
two years ago as Business
Manager for Cosentyx.
Prior to that she was Senior
Product Manager at MSD
Pharmaceuticals for the
Lipid portfolio across
Malaysia, Singapore and
Brunei.
She did the groundwork
and managed to launch an
MSD brand for diabetes Best Marketer
which subsequently became in Influencer
the market leader for several Marketing
years.
Spent most of her 8 years
in marketing focusing on
increasing share of voice as
the key to success for brands
in primary care portfolios.
CLICK TO
Since joining Novartis WATCH THE
(specialty care portfolio), Sheena is on the right in this VIDEO
she became more passionate picture, taken during an annual
about improving access of family vacation to Cameron
medicines to patients who Highlands in 1986. These days
need them, every effort she is making her family proud
counts and every effort in a company that champions
changes patients’ lives one medicine for those in need.
way or another.
She embraces the
company’s vision to
reimagine medicine and
reimagine access to medicine
for people who need it. SHEENA FONG Presented by
Business Manager
Novartis38 39
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BEST MARKETER IN LOYALTY & ENGAGEMENT MARKETING BEST MARKETER IN LOYALTY & ENGAGEMENT MARKETING
Shazlina was a CMO
of the Year Award winner
in 2019 for Sustainable
Brand Marketing and has
over fifteen years regional
experience in marketing
communication, corporate Best Marketer
branding and sponsorship in Loyalty &
management. Engagement
She is adept at building Marketing
relationships, developing
opportunities and finding
Shaz seen here during her efficiencies. Started career
horse riding lessons when with an established banking
she was 7. Today she leads institution, grew it to one
corporate marketing for the of Asia’s leading financial CLICK TO
biggest bank in Malaysia and institutions today. WATCH THE
the ride has been illustrious. Shaz has led three VIDEO
successful brand
transformations and crafted
a robust brand strategy that
aligned 41,000 employees
regionally to a single
thought process. Rated a
high performer for the last
six years, as part of the
organisation’s succession
planning, she is presently
managing a regional SHAZLINA MOHD SUFFIAN Presented by
portfolio. EVP, Group Corporate Marketing
Maybank40 41
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BEST MARKETER IN FESTIVE COMMUNICATIONS MARKETING BEST MARKETER IN FESTIVE COMMUNICATIONS MARKETING
To call Fernie a trailblazer is
definitely an understatement.
Her record of firsts is only
surpassed by her unstinting
pursuit of the next big marketing
revolution.
Her legacy of first-to-market
products for Maxis, including
WiFi, 3G and Blackberry
spurred her to bigger, bolder Best Marketer
achievements at Axiata Group. in Festive
Within 3 months as the Head Communications
of Group Marketing & Brand, Marketing
she orchestrated a Group-wide
revitalisation on brand asset
management by implementing a Fernie during her 11th birthday.
standardized Voice of Customer As you can see, she stood
measurement comprising Brand tall even in those days. Year CLICK TO
Health Tracker, Social Listening after year, Fernie remains a WATCH THE
and Net Promoter Score. Within shining example of marketing VIDEO
6 months, she helped put Axiata leadership in her industry.
Group on the map, by securing
Malaysia’s first-ever event venue did not go unnoticed and the
naming rights launching Axiata management gave her the highest
Arena ahead of the 2017 SEA recognition with the CEO Award
Games. in 2018 and the Chairman’s
Fernie also transformed Award in 2019.
Axiata from a faceless, corporate From being the custodian
entity, into an engaging, socially- of 10 Axiata brands across the
responsible persona, launching region to the catalyst behind
Axiata’s Facebook presence and high-impact, award-winning
growing the fanbase to half a FERNIE JASMINE ABDUL GHANI Presented by
campaigns, Fernie is a disruptive Head, Brand & Communications
million followers within a year. force in the marketing landscape. Axiata Group
Her enterprising hard work42 43
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BEST MARKETER IN EDUCATION & TRAINING BEST MARKETER IN EDUCATION & TRAINING
brand & performance marketing,
scholarship, and experiential
marketing. In this role, she is
instrumental in crafting the
overall strategy for Taylor’s
University to win the market.
Shirley is a strong believer in Best Marketer
ensuring brand vision meets in Education &
execution, leading into a scaled Training
Shirley Schooldays: resting
between drama practice. She personalisation customer journey
was also active in handball from online to offline. Prior to
and dance. Now Shirley joining Taylor’s, Shirley gained
brings her high performance her experience in different
ethos to Taylor’s. industries namely advertising,
health & beauty and also the CLICK TO
quick service restaurant industry. WATCH THE
Shirley is a strategic leader. She built her experience while VIDEO
Known for her fierce and focused serving as Senior Marketing
approach towards the overall Manager in Guardian Malaysia,
brand vision, conceptualising responsible for new strategies
and driving marketing activities to differentiate Guardian as
towards a single mission of the health & beauty destination
achieving the leadership position which resulted in strong growth
and strong growth for brands. in business.
Shirley, with more than 15 She also served 8 years in
years marketing experience, McDonald’s where she led the
is currently leading a team of strategic business launch for
10 driven team members. She McCafe and spearheaded the
Breakfast segment with strong SHIRLEY NEW Presented by
serves as the Head of Marketing Head of Marketing
overseeing Malaysia and double-digit growth. Taylor’s Education Group
international markets, helming44 45
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BEST MARKETER IN MEDIA & CONTENT PARTNERSHIP MARKETING BEST MARKETER IN MEDIA & CONTENT PARTNERSHIP MARKETING
Benjamin Woo cut his teeth in the
early days as Head of Activation and
Events at Leo Burnett, managing a
team of creatives, a planner, finance
coordinator and events diehards
where he proved his mettle in strategic
sponsorship and partnerships to help
elevate brands and businesses.
He joined Maxis almost six years ago
and today is their Head Of Marketing Best Marketer
Communications. in Media &
Ben was Team Lead for marketing Content
communication on Hotlink and ookyo, Partnership
and has pioneered and instituted Marketing
to new framework of marketing
from content and partnerships to
experiential brand activation.
He is brand custodian for
communications as well as sustenance
CLICK TO
As a teenager, Ben performance communication covering WATCH THE
soaked up many outdoor BTL and digital channels including VIDEO
experiences during his web, app and social.
youth. He continues to Ben is a marketing improviser
explore new challenges and a incessant explorer of new ways
and experiences every of doing things. He will look at a
day at Maxis. business problem and somehow figure
out a uniquely different approach in
communication to address it.
For him, data, content, ads and
tech are just some of the tools of
communication held together by a clear
insight and an amazing idea to tackle BENJAMIN WOO LIK KANG Presented by
the business challenge. Head of Marketing Communications
Maxis46 47
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MARKETING TRAILBLAZER - TELCO MARKETING TRAILBLAZER - TELCO
Tai has spent the last 17 years
searching out possibilities to be
made into probabilities. Mostly
manifested in the fields of brand,
strategy and communications
in Malaysia and Singapore, he’s
spent the last few years in Maxis
managing the home business
before delving into marketing in
more recent times.
High school pix from 1996
In the early years of his career,
(Tai is third from right). Marketing
he was a Strategic Planner at
All still close mates 25 years Trailblazer -
Leo Burnett then Strategic
on, and success stories in Oil & Telco
Planning Director at Naga
Gas, banking, trading, a start-
DDB before becoming Group
up founder, an award-winning
Planning Director for the holding
film director and a regional
company, the Foetus Group.
leader for TikTok... “Why we
He then moved to Singapore
indulge in partnerships, how
as Chief Strategy Officer at DDB
we treat each other and what
Group Singapore. Subsequently,
we do to thrive are not only CLICK TO
Tai became MD of RAPP WATCH THE
the reasons we are together,
Singapore and a year later joined VIDEO
but it’s a way of life worth
Maxis.
evangelising.”
He believes that there’s
inherent power in brands,
performance marketing and
partnerships. Harnessing
curiosity for betterment and
mutual benefit, he’s pretty sure
that by exploring all things new
good things happen.
He says, the key to unlocking
these opportunities begin with
TAI KAM LEONG Presented by
collective self-awareness and Head of Brands & Partnership
critically, genuine conversations. Maxis48 49
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MARKETING TRAILBLAZER - DIGITAL MARKETING TRAILBLAZER - DIGITAL
Ben Foo serves as Group Chief
Marketing Officer of Taylor’s
Education Group. Ben oversees
the overall brand vision of the
university and college, driving
all marketing and revenue
initiatives for the Taylor’s higher
education brand globally. Ben
leads a 140-person global team
and oversees all marketing and
revenue aspects of Taylor’s
Marketing
University and College which
Trailblazer -
includes departments such as
Digital
Marketing, Digital/Content/
Tech, PR, Strategy, International
and Domestic Student
Recruitment, Student Welfare
and Alumni. 9 year-old Ben sporting a
Ben ensures strategy meets Bruce Lee haircut while taking
execution to bring value and the ownership of the birthday cake.
CLICK TO
desired consumer experience He remains the fearless leader WATCH THE
across the consumer funnel both till this day, chalking up hard- VIDEO
digitally and physically. Ben earned victories at the Malaysian
has been responsible for driving CMO Awards.
digital transformation for the
group starting with the end-to- as Director of Marketing at
end customer journey for a more McDonald’s Malaysia. At
personalized experience. McDonald’s, Ben launched key
His passion lies in disrupting convenience platforms such as
the status quo and working with the 24-hour business, Drive-
a team of passionate people to Thru, McDelivery and Breakfast
impact positive change, which segments and also helped
has led to significant business navigate the Malay consumer
BEN FOO Presented by
turnaround for Taylor’s despite boycott crisis in 2014 that led to Group Chief Marketing Officer
a declining market trend. Prior a strong business turnaround for Taylor’s Education Group
to joining Taylor’s, Ben served the company.50 51
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MARKETING TRAILBLAZER - DIGITAL MARKETING TRAILBLAZER - DIGITAL
Previously, as Global Head
of Marketing for Malaysia
Airlines, she helped transform
Malaysia’s national carrier into
the most- preferred Asia-Pacific
airline, winning regional industry
awards. Prior to that, she led
marketing, communications,
brand and digital at U Mobile for
Marketing
over a year.
Trailblazer -
Before her U Mobile stint, she
Digital
headed up AirAsia’s marketing
for the entire ASEAN network
At the age of 9, Schrene put (including India). In her 6 years,
on her aunt’s outfit because she grew the brand’s ancillary
she couldn’t wait to grow up income from RM800,000 to
and wear fashionable clothes, more than RM1 billion a year. A
go to work and be financially great believer in collaboration, CLICK TO
independent like her. Schrene’s Schrene has led her teams in the WATCH THE
wishes have been granted. last three years to 14 awards, VIDEO
including coveted Golds at
Malaysia Digital Association
Awards, Marketing Events
Schrene have piloted brands Awards, Putra Brand Awards,
through digital transformation and PR Awards.
and is one of Malaysia’s Some describe her as the
most highly-awarded brand “Marie Kondo of brands” -
transformers, having rejuvenated cleaning, organising and most
some of our most famous brands. importantly, “sparking joy” for
In her current role at POS consumers, to achieve excellent
Malaysia, she’s deeply passionate results. Bringing her team and
SCHRENE GOH Presented by
about bringing a legacy brand herself on shared journeys to Head of Marketing
to stunning new life, via digital transform brands still ignites her Pos Malaysia
transformation. passion, every single day.52 53
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MARKETING TRAILBLAZER - MEDIA & ENTERTAINMENT MARKETING TRAILBLAZER - MEDIA & ENTERTAINMENT
An award-winning
documentary producer, turned
Creative Solutions strategist, Marketing
Shah uses his storytelling Trailblazer
prowess to connect brands with - Media &
audiences. Leading a team of Entertainment
diverse backgrounds of multiple
races and ages gives him an
upper hand in understanding the This boy straddling his bike is
dynamics of Malaysia’s complex an extraordinary storyteller
multiracial society. He uses and grew up to generate
these nuances in crafting the amazing content. During CLICK TO
right content strategy to engage the 2004 Acheh tsunami WATCH THE
crowds and turn brands into the catastrophe, Shah stepped up VIDEO
hero of their stories. to the plate and produced an
His content expertise enables award-winning documentary.
Astro Media Solutions to activate
end-to-end integrated creative ground activations that allow
solutions further amplifying the audience to stay engaged,
it across Astro’s transmedia informed and entertained while
ecosystem. The content is effectively achieving business
extremely sharable on social goals.
media cutting across native Since its inception in 2010,
advertising; reality shows; bite Creative Solutions has grown
sized series; advertorials; real over 450% in revenue with over MOHD SHAHRIZAL ABDUL RAHIM Presented by
time social media conversations; 900 campaigns across diverse Head of Creative Solution & Commercial Production
songs and music videos; and brands in the market. Astro Media Solutions54 55
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BEST MARKETER IN SOCIAL MEDIA MARKETING BEST MARKETER IN DATA & TECHNOLOGY MARKETING
Best Marketer Best Marketer
in Social in Data &
Media Technology
Marketing Marketing
CLICK TO CLICK TO
WATCH THE WATCH THE
VIDEO VIDEO
RAYMOND SIVA Presented by
ANGELINA VILLANUEVA Presented by
Chief Marketing Officer Chief Marketing Officer
MDEC KFC Malaysia56 57
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MARKETING TRAILBLAZER - FMCG MALAYSIAN CMO OF THE YEAR 2020
Marketing
Trailblazer -
FMCG
CLICK TO
WATCH THE
VIDEO
EDMUND LEE Presented by
General Manager ANGELINA VILLANUEVA Presented by
Red Bull Malaysia Chief Marketing Officer
KFC Malaysia58 59
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RISING MARKETING STAR - MEDIA & ENTERTAINMENT RISING MARKETING STAR - DIGITAL
Rising Marketing
Rising Marketing
Star - Media &
Star - Digital
Entertainment
NG KOK SUM Presented by STEFANIE SIOW Presented by
Marketing Services Executive Marketing Executive
Astro Media Solutions IPC Shopping Centre (IKEA SEA)60 61
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RISING MARKETING STAR - TELCO RISING MARKETING STAR - FINANCIAL SERVICES
Rising Marketing
Rising Marketing
Star - Financial
Star - Telco
Services
NICK YAP KA WAH Presented by NATALIE CHEW YEE JHIEN Presented by
Marketing Communications Specialist Assistant Manager, Affluent & Wealth
Maxis Management, Group Marketing
RHB Banking Group62 63
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CMO
MEET
WINNER
THE JUDGES
TODAY
MEET THE
JUDGES
Head of Judging Panel GREG PAULL DATO’ WILLIAM NG KAREN CHAN
PROF. JOHN D CHACKO Principal President Chief Executive Officer
President R3 Worldwide Enterprise Asia AirAsia.com
International Advertising
Association (IAA) Malaysia
RENZO C VIEGAS DATO SRI SHAZALLI MAY LIM
Founder and Executive Director RAMLY Managing Director, Asia
Crescer Sdn Bhd Group Managing Director The Arnott’s Group
Boustead Holdings Berhadhttps://marketingmagazine.com.my/cmo-2020-live/
CONCEPT & DESIGN SPECIAL THANKS:
HARMANDAR SINGH PROF. JOHN D CHACKO
DIGITAL NINJA GREG PAULL
VISHNU DEVARAJAN RENZO C VIEGAS
CONTEST LIASION DATO SRI SHAZALLI RAMLY
AMIRA IBRAHIM KAREN CHAN
EXECUTIVE PRODUCERS MAY LIM
VINCENT CHUA DATO’ WILLIAM NG
PARAM RAMALINGAM PASSION PICTURES
POWER EDITOR RUP SDN BHD
PATRICK CHUNG TEAM SLEDGEHAMMER
DIRECTOR OF PHOTOGRAPHY TRANSTAR SDN BHD
WILLIAM LEE YEE YONG VISUAL RETALE
PRODUCTION DESIGNER ANTZMISSION STUDIO
HARDESH SINGH
BIT CRAFT SOLUTIONS
ANIMATION
GARY TAY
IRWAN SAUFI
popculture
POST-PRODUCTION
JAYA SIVAM VASSU
KINGSTON KHOO
MAKEUP ARTIST ©2021 All Rights Reserved by Sledgehammer Communications (M) Sdn
PINKFLOSS.COM Bhd (289967-W) No part of this programme
may be reproduced in any form without prior permission
MARKETING in writing from the publisher.
JARROD SUNIL SOLOMON www.marketingmagazine.com.my/cmo2020You can also read
