Ashley Yong

As an Associate Marketing Director, Ashley's marketing portfolio expanded to B2B marketing in the US business landscape. She activated the B2B marketing engine for Televerde, an organisation that provides job opportunities to incarcerated women, and within just six months, Ashley and her team successfully created a USD1 million pipeline value for the client. Since then, Ashley has led various teams in charting multiple clients’ success in B2B marketing across industries such as human resources, education, and procurement.

Pivoting to pursuing a more purpose-driven path led Ashley to then take up the role of Head of Commercial at Peoplelogy, an IT skill training and development company, where she became involved in projects that contributed to the sustainable workforce development of Malaysia. During her tenure with Peoplelogy, she launched the "Build A Future Team" initiative, which aligned with the Malaysian government's upskilling and reskilling efforts. Under this initiative, Ashley worked closely with both the public and private sector—Yayasan Peneraju, Top Glove, KWSP, Maybank, RHB, Lazada, Shoppe, and Intel, among others—to steer their digital transformation process by equipping their people with IT skills. Ashley led her team in producing no less than 20 virtual events, including a "Build A Future Team” virtual launch with Microsoft as part of their initiative to equip 1 million Malaysians with digital skills by 2023.

After six eventful years with AirAsia, she took up the position of marketing manager at Malindo Air, eventually expanding her scope to lead Thai Lion Air’s International Marketing to build the FIT or B2C market, with the aim of diversifying the distribution channels of airline seat sold. She was then promoted to Head of Global Sales and spearheaded aggressive market penetration strategies across Asia. In less than half a year, Thai Lion Air overtook its main competitor, Nok Air, as the second largest low-cost carrier in Thailand and also successfully replaced AirAsia as the largest connection carrier service from Thailand to China. Ashley was also appointed a key representative of the airline in China, where she launched a series of roadshows and hosted press conferences across multiple cities. Ashley also took on the loyalty operations at Malindo Air and was part of the product innovation team. This was a new team that was targeting to contribute RM50 million sales in 2020 (pre-pandemic budgeting).

Responsibilities: Worked with core function pricing and revenue team to ensure the revenue performance of the following portfolios: 1.Destinations: China, Korea, Japan, Australia, etc 2.Ancillary products: Baggage, Pick A Seat, Inflight Meal, and Travel Insurance) 3.AirAsia media assets 4.Product Bundling: Value Pack, Premium Flex and Premium Flatbed Identified the key issues affecting revenue performance and rectified them with marketing solutions: Marketing solution that includes the ideal promotional mix to reach the target audience (ATL + BTL) Work with creative team to develop core message, visual, and key content Prepares post-campaign reports and provides insights to the digital media team Monitored media performance through web analysis, conversion data to optimized advertising dollar Worked with PR agencies in China, Taiwan, and Korea to handle media relations the respective market Key achievements: Launched the “WOW China” campaign ,target the FIT segment, tagline: No One Get to Know China Like Us. This campaign was launched to manage the following challenges: 1.China is not the first choice among leisure travelers in MY; 2.The 50% increase in China destination capacity also increased the revenue pressure performance AirAsia X decided to inject 50% capacity into Taiwan route, I identified a new business segment which is the student segment and sold 337 seats at one go. This new segment was also recognized by competitors as a profit-making segment and they reacted by offering greater deals Led the campaign for promoting Chengdu’s snow mountain in Malaysia and was recognized by the local government as the first airline that promote the destination outside of China’s market. Successfully created awareness and sustained the KL to Chengdu route. Successfully implemented the first AirAsia X roadshow in China after just 4 months of joining

Extensive media experience gained over the years with the radio group especially in mastering media integration plan.