Carynn W.

1) Branding and Marketing Business Partnering: Business partner with regional stakeholders and country team to enhance their marketing initiatives and generate sales leads. Represent the marketing function/team in regional meetings and conferences. Work closely with local sales and operations teams to ensure marketing initiatives are integrated with business goals. Facilitate cross countries sharing of knowledge and best practices (i.e. Sharing of webinars, events/ webinar, market research & trends). 2) Digital Marketing (i.e. LinkedIn, website & SEO, campaigns, online news, webinar, analytics): Leads and pipeline generation through effective digital marketing campaigns and initiatives. Identify, create, and scale cost-effective customer acquisition and lead generation campaigns across new and established target market audiences. Use data-driven insights to refine strategies and improve campaign performance. 3) Offline Marketing (i.e. Media and PR, advertising, sponsorship, events & communications): Provide guidance and local marketing support on events and communication to enhance brand visibility through offline marketing channels such as PR, news, advertising, event sponsorship & communication Support to organize or source for relevant international events for consideration 4) Creation of Marketing Resources (i.e. Collaterals, RFP template, content, videos/ photos, merchandize) Guidance and support to local teams in creation of compelling marketing collaterals Point of contact and maintain a centralized pool of marketing materials & resources such as marketing templates, videos clips, product white paper, merchandise, logo etc 4) Analytics & Reporting: Monitor, analyze, and report on key performance metrics for regional marketing efforts. Utilize tools such as Google Analytics, social media analytics, and CRM (Customer Relationship Management) systems to track performance and ROI (Return on Investment). 5) Stakeholder management

Regional Marketing Lead for MY/ TH/ ID Accomplishments: 1. Successfully increased MY/TH/ID Ecommerce revenue by 200% 2. Successfully launched new NPI, generating 300% increase in SKU sales : Viper V2 Pro launch Management: - Management of 8 distributor partners across 3 countries to hit country revenue 360 Marketing - Strategise end to end marketing campaigns for NPI to ensure hitting company revenue target Specialisation/ Skills with proven track record: - Digital Marketing Social Media ads buy, SEO, SEM for lead generation & sales conversion - E commerce Price, product, promo, traffic driving strategies for sales conversion - KOL Management - PR - Event Management

MARKETING 360 Integrated Marketing Campaigns - Plan, develop and execute 360 integrated marketing campaigns (marketing mix) for JBL - Plan & manage marketing budget (A&P funds) -Spearhead (negotiate & manage) brand partnerships/ sponsorships (successfully collaborated with Under Armour MY, VANS MY, Adidas MY, Nivea MY etc) Manage agencies (PR, media, creative etc) - Involved in digital marketing planning, execution & optimisation - Involved in E- commerce planning, execution & awareness campaigns - Research & analyse data regarding consumer patterns, preferences & competitors activities - Performance reporting & optimisation - Performance & idea presentation to the management RETAIL SUPPORT - Allocation of retail marketing fund (to support CE stores) - In charge of all retail marketing planning & installation: drawings, layout, negotiation with retailers & furnitures installation. - Supports CE chain/ stores with POSMs - Plan & work with CE stores to run marketing activities SALES SUPPORT - Discuss with sales team, plan & execute communications & hooks for sales promotions (discounts, PWP, merchandises etc) - Supports sales team with POSMs - Advise sales team on channelisation strategy & support their negotiation with marketing activities (extra edge) BRANDING - Study, understand and uphold JBL's brand DNA & positioning in Malaysia's market - Rebuild JBL's brand awareness - Researches, reposition & strengthen JBL's brand positioning in Malaysia's market - Manage, develop & implement brand activities across JBL Malaysia - Performance tracking & optimisation

Accomplishments: - Successfully putting Marshall in the top 3 audio brand in Shopee MY & TH - Successfully increased Marshall's GMV by 800% in 1 year via E-commerce (MY) BRANDING - Build up Marshall's brand awareness - Researches, reposition & strengthen Marshall's brand positioning in Malaysia's market - Manage, develop & implement brand activities across Marshall Malaysia - Performance tracking & optimisation MARKETING 360 Integrated Marketing Campaigns - Plan, develop and execute 360 integrated marketing campaigns (marketing mix) - Plan & manage marketing budget (A&P funds) - Spearhead (negotiate & manage) brand partnerships/ sponsorships (successfully collaborated with Coca- Cola MY, Urbanscapes MY etc) - Manage agencies (PR, media, creative etc) - Involved in digital marketing planning, execution & optimisation - Involved in E- commerce planning, execution & awareness campaigns - Research & analyse data regarding consumer patterns, preferences & competitors activities - Performance reporting & optimisation - Performance & idea presentation to the management RETAIL SUPPORT - Allocation of retail marketing fund (to support CE stores) - In charge of all retail marketing planning & installation: drawings, layout, negotation with retailers & furnitures installation. - Supports CE chain/ stores with POSMs - Plan & work with CE stores to run marketing activities DIGITAL MARKETING - Key role to develop, implement, track and optimise digital marketing, campaigns across all digital channels. - Lead and supervise integrated digital marketing campaigns from conceptualisation to execution. - Plan and execute all digital marketing initiatives incl SEO/ SEM, display, advertising, database/ email marketing, social media - Design, build, and maintain brand presence across all digital channels - Identify keywords, trends, insights and user journey funnel, optimise spend and performance based on findings

Key role as Brand Strategic Planner, accountable for strategising, managing and consulting Brands, from generic organisation branding, products branding, up to individual strategic marketing communications. Brand Strategising - Consult organisations of all sizes across various industries to help them make key strategic decisions on brands by scrutinising, analysing and evaluating brand identity, performance and brand strategy of clients. - Project and account management, maintaining a good relationship with clients while offering consultations to help clients reach their goals. Brand Discovery • As a brand consultant, comprehensive brand audit is done via conducting extensive research using both qualitative and quantitative methods. Areas of study (externally) include macroeconomic environment, communications audit (such as identity applications, collaterals, website etc), digital presence and perception, competitive analysis and customer analysis. • Processing and analysis of data, identification of trends, interpretation of information and distillation of insights into useful information to clients • Presentation of result findings to clients, and provide consultation on turning insights into foresight. ii) Brand Visioning Workshops iii) Brand Strategy • Following the result of insights findings from both brand audit and visioning workshops, development and presentation of strategic recommendations Brand building blocks - brand vision, mission, positioning, strategy & conceptualisation, tone and manner, values etc Marketing Communications Strategising - Key role for strategising, developing, executing and optimising Integrated Marketing campaigns - Conceptualise and plan product launches, marketing promotions, loyalty programmes to create awareness and generate sales traffic. - Liaison with various parties, including internal management and sales team, to understand market needs and support, managing third party - PR agency, KOLs agencies, media etc.