Angeline

Appointed as the founding General Manager of Brazen APAC to establish and scale the agency’s presence across Asia Pacific as part of Brazen MENA’s global expansion. Leading the regional business across commercial growth, client partnerships, market development and operations, while shaping Brazen APAC’s positioning as an insights-led communications and influence partner for modern brands. My role spans building the APAC business including: • Developing regional go-to-market strategy and growth pipeline across Singapore, Malaysia and broader APAC • Driving new business, strategic partnerships and client acquisition across luxury, hospitality, lifestyle, consumer, technology, corporate and reputation-sensitive sectors • Leading integrated communications solutions across media relations, reputation management, executive profiling, thought leadership and influence strategy • Establishing operational foundations, workflows, financial planning and regional scalability • Bringing together Brazen’s strategic communications expertise with data intelligence and analytics capabilities to deliver measurable influence and business impact Brazen APAC builds on Brazen MENA’s strong heritage in luxury, hospitality, lifestyle and reputation advisory, while expanding the regional proposition to help organisations across Asia Pacific earn trust, shape perception and create meaningful business outcomes through intelligence-led storytelling and influence.

I collaborate with senior internal and external stakeholders clients alongside global counterparts to develop and execute long-term business strategies for the APAC region namely South East Asia, North Asia, Australia and New Zealand and last but not least the India subcontinent. Strategies that strengthen delivery frameworks, build processes and optimise resource allocation which ultimately led to cost efficiencies and optimised operations models. Materialising the realities of what various clients garner for which is an effectiveness but with a leaner yet impactful systemised workflow and processes. In recent years, I have scaled to own self hybrid working models which requires complex multitasking in my regional role to help clients and brands move from local to global and vice versa without losing the creative essence of cultural truth which transcends language and geography in the creative craft. I've mastered the skills in curating regional hub models while retaining the optimal quality of work. I concurrently working closely with finance and commercial teams, manage large scale budgets in revenue and identify new revenue streams through modular service offerings. In addition, I lead workforce planning and people development initiatives, ensuring talent retention, leadership succession, and performance optimisation through structured KPIs and organisational design. I’ve also championed digital transformation across operational touchpoints, integrating new platforms and automated systems to enhance efficiency and scalability through AI and new technologies in simplifying complexities.

As a key member of the management and leadership team in the world’s largest network agency, I oversee the creative operations at Publicis Malaysia. My role encompasses a wide range of strategic responsibilities, including strengthening the agency’s workforce, implementing change management initiatives, and aligning operations with Publicis's "Power of One" vision. My expertise spans across creative marketing and advertising processes, change management and operations, account strategy planning, business development, and people and culture optimisation, focused on enhancing business opportunities, improving operational agility, and revamping workflows to deliver measurable business impact. I have redefined approaches to new business acquisition by leveraging a 360-degree ecosystem and holistic solutions. Internally, I prioritise employee satisfaction and retention by restructuring teams, aligning talent strengths with business objectives, and implementing targeted profiling initiatives. These efforts have increased employee happiness index and optimised agency performance, fostering a culture of innovation and adaptability to meet evolving business needs.

Elevating to the role of Client Services Director, I am privileged to continue growing Netflix as a global key account. While dedicated to driving exceptional client satisfaction for Netflix, I focus concurrently in fostering team growth through mentoring, and securing new business opportunities. My role has been pivotal in nurturing and expanding our relationship with Netflix, one of our agency's most prestigious clients. I've played a central role in understanding their unique needs, aligning our agency's offerings, and consistently delivering high complexity and problem solving solutions to exceed their expectations. Team Growth and Development: A fundamental aspect of my role has been mentoring and developing our client services and creative team. I firmly believe in the power of mentorship to foster individual growth and team cohesion. Through a collaborative environment, I've contributed to the professional development and success of my team members. Pitching for New Business: I've actively been involved in new business opportunities that align with our agency's strategic goals. My role has required me to participate in pitch presentations and collaborate cross-functionally to win new clients and projects related to the FMCG and FSI industry. Achievements: Firstly, client satisfaction and retention on the Netflix global account. Under my leadership, we've consistently received positive along with constructive feedback from Netflix, resulting in increased client satisfaction scores and long-term retention. Our partnership has grown stronger over time, solidifying our position as a trusted strategic partner. Secondly, business and scope expansion which has led to increased revenue streams for the agency. Final and most importantly, the valuable experience of successfully grooming, growing and working alongside tenacious individuals across the APAC, EMEA and LATAM regions.

One of the most fulfilling roles I’ve encountered that doesn’t feel like work but a routine of enjoyable constant change to better the work and strengthen the business as with the brand for an array of exciting accounts on a daily basis. Responsibilities mainly surround the leadership and managing cross continent adaptation, localisation and conceptual creatives for Netflix Inc. in the APAC, LATAM, UCAN & EMEA regions for their on and off service, AV and content quality control scopes of businesses across board. Growing the revenue triple the size of the business within 9 months into the role, while on a thrill producing effective strategic proposals to strengthen the business with challenging yet exciting beta testing phases for discovery of efficacy to each scope of business from start to end. With constant refinition towards improvement of processes during the journey of beta tests to confirming the efficacy for operations and processes, as a team we have managed to secure confidence in the reality of the initial vision for the workflows to confirm permanence of effective systems out in place and methods proven to materialise in churning good work with impactful results which led to a stages of account growth. Phases for growth for the business overall, growth for the team members in the agency as well as growth in great partnership with our clients at Netflix. With a people first mentality well instilled and values that supersede the revenue first mentality, I was able to grow a solid team across multiple scopes that led to great performance for the work that spoke volumes of quality and best practice for the processes that were put into place. Proud to note the various efforts in test phases led to seamless ecosystems proven with time. Automated confidence with our clients led to the growth of natural revenue spikes and this is tied to the principles and values of the effectiveness of having a people first belief.

Embarked IPG Mediabrands as the Business Director for new business at the digital & social arm of Mediabrands, Reprise Creative. My role is to expand and develop new business portfolios. Key concentrations of expertise in Mediabrands: • Track & optimize business operations within the agency for key divisions responsible for key accounts revenue growth. • Plan and take lead not limited to supervision only in all go-to- market plans leading to implementation. Oversee all key projects to ensure optimization and effort is visible in quality execution. • Analyze, recommend, grow and optimize costs and all financials keeping all accounts profitable and constantly in the green. • Marketing, branding & Business Development for new business expansion to widen the network and brands portfolio for the agency. • ATL/BTL, Digital, Social business, performance marketing business expansion on potential & profitable key accounts. • Oversee regional accounts and adaptations across countries in SEA & APAC regions. Develop effective key messaging meeting objectives of local markets depending on market penetration needs and objectives.

Upon joining the agency in November ’18 with management of a hub consisting of 2 main retainer accounts mainly in the finance sector & electronic & home appliance category (Panasonic Malaysia), I’ve successfully expanded the business growth of the hub to date with a strong consolidated set of 6 retainer accounts accumulating the revenue of RM9 Million. The addition of successful pitch win accounts for Paynet Malaysia, Touch N Go Digital , Jotun Paints Malaysia & Sunsilk Regional. Key responsibilities in managing a team of 35 people and growing inclusive of client servicing- suits & creative teams across a variety of accounts. Revenue growth by way of acquiring new business opportunities by way of pitch wins for new accounts and acquisition of new accounts through networking with familiar and new clients through industry connections. Strong supervision across day to day workflow, restructuring teams for better efficiency and overall businesses across board. Main liason in communication with top management clients on key business strategies, sales growth, brand awareness & key initiatives to drive impactful business growth.

Strategic growth of Women's lifestyle business to grow and expand 5 segments: Fashion & Beauty, Health & Fitness, Food & Travel, Parenting, Home & Living. Possess strong leadership whilst providing clear directions to the business development, marketing & content team breeding the right environment and autonomy to operate successfully. Strategy development and implementation to advance the business to gain revenue traction and growth in the organisation. Main revenue streams: Digital ad space, branded content, merchandising, events, affiliate marketing. Proven track record in achieving targets in areas of profitability & business expansion. Precise decision making and on point conclusions enables new customer aquisitions and roadmap to market. In alignment with the board's direction to develop strategic partnerships and ensure that overall revenue and profit goals are achieved and shareholder value is delivered. Successes to date: • Developed integrative mega scale initiatives such as “Anggun Life” which is a fashion & lifestyle event. Through successful execution of very first event in Johor Bahru at close to 10K visitors within 2 days, this case study has proven it's worth to hold 3 events annually whilst on boarding potential clients to gain sponsorship traction and revenue. • Successfully developed and launched Hijab & Heels, NSTP’s first ever all women lifestyle digital content brand for the Muslimah niche target audience as well as urban aspiring mass Malay target audience. Effective content strategy from portal to social media resulting in 80,000 followers on Facebook alone within 5 months from portal soft launch. • Quality & Sustainability: Secured partnership with RevAsia to run incubation programs up a year for content teams to undergo digital first training with digital brands in RA to be able to bring back to Media Prima best practices as a full fledge digital content ready team.

Serve as the main operations creative support pillar for the advertisement department's sales team. Constantly create innovative ideation and out of the box ideas to cater to clients enhancing the sales packages dynamism to include more than usual creative solutions to sell digital products supported by print for all 3 main publications, New Straits Times, Berita Harian, Harian Metro. To ensure on target year end earning is met at average RM20 Million revenue annually under the Creative Marketing unit through innovative & creative packages sold to clients via sales peers. Pitching creative ideations to internal sales teams & stakeholders as well as external agencies and potential clients. Provide media solutions based on client's campaigns and requirements. Go beyond the norm at all times in key events partnerships, developing innovative sales packages & managing internal integration projects within cross platform business units in Media Prima Berhad with one goal, to generate additional revenue for NSTP's advertisement department. Constantly develop sales marketing tools for communication and marketing activities such as constructive and informative market insights to aid substance and credibility in terms of data accuracy to be used to add weight to each and every creative proposal presented to clients.

Managing 5 main pillars of the radio business marketing strategy and execution namely brand, advertising & promotions, digital marketing and public relations for our 4 major stations FlyFM, OneFM, HotFM & KoolFM. Day to day overseeing of the radio business operations to increase brand presence, monitor great content on air and off. Increase digital marketing activities via social media and digital platforms whilst attaining a wide brand presence through listenership & viewership. An area of focus is harnessing technology and innovation to achieve strategic goals in increasing a wider target audience for each station by providing good and captivating quality content produced organically. Spearhead on ground activation to create face time value & social brand presence through our individual stations and entertainment personalities. Overall always keeping to the mindset to gain maximum brand exposure to both wide and niche target audience where we can be present to showcase our content. Oversee and approve annual campaign budgets and monitor revenue reports. Create and diversify marketing strategy for the 4 radio stations and conduct a brand revamp as a brand conglomerate of stations. Innovate to create new and fresh ideas on audience engagement with our social media and digital marketing platforms. Be able to think out of the box and work proactively with other businesses cross platforms under the Media Prima Berhad Group to achieve visibility and demand from consumers and clients with an end in mind to supersede existing revenue numbers. Importantly, not forgetting to continuously nurture, groom and grow the energetic and fantastic existing talented workforce in the department to uplift the ambitions, aspirations and goals of the youth of this generation.

Firm commercial and global brand strategy development aimed to deliver transformational market share performance through business growth, stable revenue stream while utilizing our innovative product’s strength. Key achievements include implementation of white paper processes approved by HQ in Korea. Some of which are set first by our subsidiary in SEA and to be adopted by regional subsidiaries. Process and structure implementation setting strong footprints for the B2B business involving: • Sales • Marketing • Management • Partner Relationship Management (Channel) Undertake high-level research in key B2B areas involving external environmental business trends, market research, industry trends analysis, customer & internal research. Direct daily business reports to the company President on business key account management activities & C-level customer engagement to target business opportunities through various sales verticals. B2B industry focus in target verticals namely Government, FSI, Hospitality, Retail and Automotive industries. Daily business analysis methods to execute various go to market strategies through our key accounts led by dedicated key account sales managers assigned to selected industry verticals. Key accounts governance & expansion leader in growing Samsung’s B2B key accounts from a network of 62 accounts to 124 accounts to date in span of 6 months. Key accounts performance measurement via sales analysis comprising sell in, sell thru and sell out data on a monthly basis. Involved in various steering committees & project task force to put together growing business strategies and ideation with timeline for each to materialise. Involved in various project management initiatives to dilute and normalise risk & crisis matters pertaining avenues at risks involving branding, customer service, corporate affairs and PR related issue streams.

Raise company profile and manage key existing account namely, Telekom Malaysia. Oversee while participating in the day to day multitasking efforts concerning four main categories namely SME business, TMgo/LTE and the educational platform under the TM group Multimedia University as well as Multimedia College. Constantly working on strategic ideas and proposals for clients. Strongly believe in initiating to better the client’s business as key to positioning the agency’s role as a business partner rather than purely performing executions based on awaited client’s brief. Managing client’s expectations and being key liaison for all new relationships whilst some existing. Highly participative in the integrated campaign strategy and delivery including strong brand, print, digital and direct campaign management. Managing budgets ensuring that campaigns are delivered on brief and within budget scope. Develop over arching campaign strategies that delivers results, whatever the channel or medium. Thinking out of the box and embrace new campaign strategies and technologies. Growing accounts through building strong and trusting relationships. Mentoring and developing account managers and executives.