Malaysia

Master of Public Relations and Advertising

ACCA

Alyssa TzeChin

Strategic Planning Manager

Introduce yourself, define mentoring expectations and goals. Learn and grow together.

General mentorship

Tips for transitioning into a new role or company.

Changing roles

Resume my professional journey in the creative industry. This role has given me the opportunity to work on different categories and industries, while contributing and improving my skills and experiences at the same time.

Responsibilities:
- Design and conduct consumer research to listen to people's needs and challenges
- Watch market and competitive landscape in different industries to justify and predict the next move for clients
- Follow the latest innovation closely and offer perspectives to clients that might potentially lead to new prospects and opportunities in their business
- Work out brand plans and marketing proposals to solve client's business and communication challenges

Local Clientele:
Home Care: Coway
Technology: Lenovo APAC
Automobile: Volvo
Finance: MIDF, Hong Leong, Maybank
FMCG: Sasa Food Seasoning, Carlsberg
Telco: unifi
Real Estate: Sime Darby Property

Regional Clientele:
Healthcare: GSK Panadol
Personal Care: P&G

Pitches: MIDF, Coway, TM One, P&G, Lenovo, Sime Darby Property, Hong Leong Bank, KFC, Gentari

First time setting my foot in the B2B and digital marketing. The fundamental of strategic planning still applied. However, I experienced more hands on involvement to broaden my knowledge on marketing and communication in digital landscape.

Responsibilities
- Uncovered target audience's pain points and needs
- Mapped them into consumer journey with engagement models and content
- Paid close attention to C-levels and the latest technology to build relevancy in our communication plans
- Discovered new opportunities to improve media outreach
- Rationalised and justified our strategies and ideas with success measurements for actionable solutions

Clientele:
- SAP APAC

Took a change to expand my experience in a new environment but the same role. Even the period was short, I relearned new ways of finding and telling stories, which refined my skills in presentation, strategic planning and problem solving.

Responsibilities
- Conducted consumer research to make sense of people's conversation, behaviour and attitude
- Reasoned the effectiveness of our solutions to overcome client's business and brand challenges
- Unearthed cultural and human truth to craft messaging and stories through fresh yet relatable lens

Research Projects: Breakfast, Music

Clientele:
F&B: KFC
FMCG: Panasonic
Retail: Tesco

Finance: Prudential

Pitch: Goodday

Side projects are always welcomed. Always interested to explore something outside my full time's job scopes, but to contribute my skills and do something meaningful. During my employment gaps, I've never stopped but occupied with small projects. Only until 2019, when I had one-year break, I founded Okanism.

Joined Y&R Zed Spark programme as a junior planner and involved in different projects, which included product launches, (re)brand(ing) campaigns, digital campaigns, CRM workshop, pro-bono projects, interviews and special events for the advertising industry.

Responsibilities:
- Distilled the briefs from clients to identify their business and brand's greatest challenges
- Offered solutions beyond communication to ensure effectiveness of our work
- Created brand propositions and campaign directions to assist creative teams in crafting their work
- Worked on pitches and the launches of Y&R proprietary tools, i.e. BAV (Brand Asset Valuation), GenerationAsia and eXploring
- Conducted qualitative and quantitative research to develop trend reports for and consumer insights for Y&R and clients

Research Projects: Money Gap; Telco; Motherhood;

Clienteles:
Oil & Gas: Caltex, Shell (Assisted our sister company)
FMCG: Marigold, Peel Fresh, HL, Pet Pet, Fitti
Finance: Sun Life Malaysia, MSIG
Automobile: Jaguar, Land Rover
Property: Sunway Property, SP Setia

Pitches:
MSIG (Involved-Won), Etiqa (Involved-Won)
P1, Hua Wei, Celcom, Hannover-Re, Sunway City, TM, Webe, Mini Cooper (Assisted our sister company)

Started my journey in brand communication by putting knowledge into practice. 

Responsibilities:
- Pitched stories on behalf of brands to the media
- Ran consumer research to help sharpen the angles of the stories
- Planned and organised media launch events
- Tracked detractors closely and suggested reaction plans daily

Clienteles:
Zespri, eBay, Sarawak Energy Berhad

Being the only branch communicator, I savaged my self-taught marketing skills with my unapologetic confidence.

Responsibilities:
- Crafted brand stories and messages
- Prepared all the marketing materials
- Built stronger bonding internally through seasonal festive activities

As an intern, I was involved in anything and everything. I seek for the unknowns and uncovered the trends. I clustered the detailed findings into an organised format.

I rationalised the trails of numbers. I made audit plans and programmes to unveil what formed the figures and weighted the impact of the transactions with judgement. I filed in the evaluated documentations and reports for review.

Alyssa TzeChin🇲🇾