Boon Chuan Lae

As the Senior Assistant Marketing Manager, I oversee the full spectrum of marketing operations for Sunup Healthcare, managing a dynamic team and driving brand growth across both digital and offline channels. My key responsibilities include: 𝐒𝐭𝐫𝐚𝐭𝐞𝐠𝐢𝐜 𝐏𝐥𝐚𝐧𝐧𝐢𝐧𝐠 & 𝐄𝐱𝐞𝐜𝐮𝐭𝐢𝐨𝐧: Lead and develop integrated marketing strategies aligned with business objectives, product positioning, and market trends to build brand awareness and drive revenue. 𝐓𝐞𝐚𝐦 𝐋𝐞𝐚𝐝𝐞𝐫𝐬𝐡𝐢𝐩: Manage and guide the marketing team—including content creators, designers, and digital marketers—ensuring alignment in branding, campaign execution, and KPI achievement. 𝐃𝐢𝐠𝐢𝐭𝐚𝐥 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 & 𝐒𝐨𝐜𝐢𝐚𝐥 𝐌𝐞𝐝𝐢𝐚: Supervise content strategy and performance across platforms such as Facebook, Instagram, TikTok, and Xiaohongshu. Oversee ad buying, audience targeting, and analytics to optimize ROAS and engagement. 𝐂𝐨𝐧𝐭𝐞𝐧𝐭 & 𝐂𝐫𝐞𝐚𝐭𝐢𝐯𝐞 𝐃𝐢𝐫𝐞𝐜𝐭𝐢𝐨𝐧: Direct the creation of compelling video, visual, and written content for product launches, influencer collaborations, and seasonal campaigns. 𝐂𝐫𝐨𝐬𝐬-𝐃𝐞𝐩𝐚𝐫𝐭𝐦𝐞𝐧𝐭 𝐂𝐨𝐨𝐫𝐝𝐢𝐧𝐚𝐭𝐢𝐨𝐧: Collaborate closely with sales, product, and customer service teams to ensure unified messaging and customer experience across all touchpoints. 𝐂𝐚𝐦𝐩𝐚𝐢𝐠𝐧 𝐌𝐚𝐧𝐚𝐠𝐞𝐦𝐞𝐧𝐭 & 𝐀𝐧𝐚𝐥𝐲𝐬𝐢𝐬: Plan and evaluate marketing campaigns—including exhibitions, POS promotions, and partnerships—using performance data to improve future strategies. 𝐀𝐠𝐞𝐧𝐜𝐲 & 𝐕𝐞𝐧𝐝𝐨𝐫 𝐌𝐚𝐧𝐚𝐠𝐞𝐦𝐞𝐧𝐭: Work with external agencies and partners for media buying, influencer marketing, and event activations. Handle quotation approvals and cost control. 𝐁𝐫𝐚𝐧𝐝 𝐁𝐮𝐢𝐥𝐝𝐢𝐧𝐠: Develop long-term brand positioning and storytelling, particularly for key products under Chicco, Bebe Amico, and Recaro categories.

I. 𝐃𝐢𝐠𝐢𝐭𝐚𝐥 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 •⁠ Manage social media content (FB & IG) including copywriting and creative assets. •⁠ Support yearly digital marketing strategy planning. •⁠ Coordinate with performance agency for Google & social ads. •⁠ Analyze campaign performance and report to management. •⁠ Handle customer enquiries and provide feedback for improvement. II. 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐒𝐮𝐩𝐩𝐨𝐫𝐭 •⁠ Plan and execute marketing events and activities to boost brand awareness and student enrolment. •⁠ Track and evaluate campaign performance and ROI. •⁠ Monitor A&P spending and generate reports. •⁠ Conduct monthly competitor analysis. •⁠ Liaise with educational partners and stakeholders. •⁠ Handle ad-hoc duties as assigned. III. 𝐂𝐨𝐩𝐲𝐰𝐫𝐢𝐭𝐢𝐧𝐠 & 𝐃𝐞𝐬𝐢𝐠𝐧 •⁠ Create and adapt content (brochures, visuals, videos) for marketing channels. IV. 𝐂𝐑𝐌 •⁠ Manage CRM system to support sales and marketing efforts. 𝐊𝐞𝐲 𝐀𝐜𝐡𝐢𝐞𝐯𝐞𝐦𝐞𝐧𝐭: Increased lead generation by 60% and enrolment by 25% since 2017 through digital platforms.

• In charge of all company events and CSR programs. • Follow-up marketing tasks as required assigned directly by the managing director. • Update of latest products’ price list to the sales team. • Escalate new sales enquiries to the sales team. • Working closely with in-house designer to produce marketing materials like flyers, posters and catalogue. • Source for advertising opportunities with media owners and placing adverts in the press, magazine, LED screen or bus stop. 𝐊𝐞𝐲 𝐀𝐜𝐡𝐢𝐞𝐯𝐞𝐦𝐞𝐧𝐭: Was Organising Chairman of Delta Eco Night Run 2015 & 2016 which has 2000 participants each. Success to raise around RM15,000 for Environment Friendly Project including restoring mangrove forest at Sungai Acheh, Penang.

• As inter-mediator between designer and customers. • Respond to customer’s enquires and attend to their requests. • Obtain and evaluate all information in handling customers inquires and complaints. • Creative design of digital banners of LED screens for company’s internal usage.

Award: Dean List (5 times)