Fakhrul Anwar Ab Latib

Fakhrul Anwar Ab Latib - (Call) • - (WhatsApp)-• www.linkedin.com/fakhrul • English , Malay & Bahasa Indonesia • 41, Pivljanina Baja, Belgrade 11040, Serbia • 38 years old passionate marketeer with +14 years experiences in Sales & Trade activation with consumer experience in heart. Malaysian with vast experience on market dynamic, culture and consumer behavior in Malaysia & Indonesia Managing various high-profile direct to consumer projects in Multi-national company Seeking to leverage strong leadership skills and expertise to increase profitability. Believe in Agile process & Collaboration to achieve organizational goals SKILLS • • Leadership • Project Scheduling • Strategic Planning • Communication Skills Expert Agile & Scrum Advance Advance • Business Process Improvement Advance Expert • Expert Skilled in MS Office Expert EXPERIENCES Mar 2023 – July 2024 Marketing Manager Lexus Malaysia (Automotive) • • • • • • • Dec 2021 – Feb 2023 Planned and executed successful product launches (Lexus RX) resulting +100% increase in sales in 2023 (from 982 units to 1901 units sold) Implemented data-driven insights to optimize digital marketing, leading to a +236% improvement in online engagement. Introduced innovative marketing initiatives, resulting in a +2.5% increase in market share. Implemented cost-effective measures that led to a 10% reduction in marketing expenses while maintaining campaign effectiveness. Conducted in-depth market research, identifying emerging trends and consumer preferences to inform marketing strategies. Developed and executed crisis communication plans, successfully managing and mitigating potential brand reputation issues. Orchestrated events, including product launches and sponsorships, to enhance brand visibility and customer engagement Trade Marketing Manager (General Trade) Red Bull Malaysia (FMCG) • Spearheaded the achievement of annual volume targets for General Trade (GT) through adept management of Principals (TCP), Distributors, and Sub-Distributors nationwide in Malaysia. • Drove Channel Management initiatives by optimizing Advertising and Promotion (A&P), evaluating trade programs, and refining the Route to Market for enhanced efficiency. • Took the lead in crafting and implementing a new channel strategy for Red Bull, successfully tapping into the unique market of Army Camps, thereby expanding the brand's reach and market presence. EXPERIENCES Aug 2019 – Dec 2021 Sr Direct To Consumer (D2C) Manager British American Tobacco Indonesia (FMCG) • Accountable for the development and execution of the four key pillars of the D2C strategy (121, Social Selling, Community, and Point of Consumption) across current and new categories. • Attained the highest consumer conversion rate of 60% through the implementation of the Social Selling Program. • Successfully reduced costs by an impressive 30% across all D2C channels compared to the previous year, demonstrating effective budget management and operational efficiency March 2018 – Aug 2019 Channel Development Manager British American Tobacco Indonesia (FMCG) • • Nov 2016 March 2018 Pioneered the integration of a Community initiative into the D2C channel, delivering an impressive additional volume of 20 mns to the company. Strategically optimized the HoReCa channel by leveraging data and insights from the field, resulting in a remarkable 35% increase in success rates for visibility and program achievement in targeted areas Trade Activation Executive British American Tobacco Malaysia (FMCG) • Led the strategic development and refinement of the B2B program, managing a robust portfolio of over 1000 top-tier outlets. • Executed a highly effective Consistency Program, resulting in a significant 20% profit boost by maximizing additional volume at each outlet compared to the prior year. Nov 2013 Nov 2016 Field Sales Operation Executive British American Tobacco Malaysia (FMCG) • Optimized Field Force Operations by streamlining processes in alignment with government policies and corporate guidelines, thereby driving efficiency and effectiveness Nov 2010 – Nov 2013 IT Executive British American Tobacco Malaysia (FMCG) • Spearheaded as the Primary Contact for BATM Marketing Software, overseeing seamless integration between IT and Marketing departments. • Contributed significantly to the team involved in orchestrating a comprehensive realignment of business processes for the Malaysian market.