Ong Boon Jin

CV of Ong Boon Jin Ong Boon Jin A-05-8, 9 Bukit Utama, No.9, Persiaran Bukit Utama, Bandar Utama, 47800, Petaling Jaya, Selangor, Malaysia Mobile:- Email:- Career Objective My career objective is to further leverage on my professional expertise in the areas of marketing and management to successfully contribute to the development of outstanding organizations. At the same time, I am also looking forward to further develop my personal career and work life. My strengths lie in my ability to demonstrate enthusiasm and apply critical thinking in formulating creativity and innovative strategies towards marketing and management. This also involves effective communication skills and being a team player in achieving any set goals or objectives. Throughout my working experience, I have also successfully built long-term relationships with key stakeholders by working and liaising closely with working and top management teams. Detailed Work Description SK Group (January 2021 – Current)- Consulting Position Position: Marketing Lead/CMO Achievements: ▪ Leading the marketing team of 8 that consist of functions such as PR, Social, Media, Brand, Activation and Design. 1|P a g e CV of Ong Boon Jin ▪ Develop and drive all communication strategy that includes overall branding (ATL, BTL), digital (performance marketing), social (paid, earn and own channels), media planning and buying, public relations (crisis management, CSR), activation (roadshows, events) and design (promotional, in house and external). ▪ Responsible for working with relevant internal and external partners and stakeholders to build the brand’s equity, company brand positioning and manage public relations in line with the brand’s vision, mission, and business objectives. ▪ Work with management to drive the overall brand, PR and communications strategy and update communication with management on strategies and plans to build brand equity. ▪ Gather customer and market insights to inform outreach strategies, generate user acquisition and revenue, increase customer conversions and drive stickiness of the overall brand and the products. ▪ Establish brand positioning, identify target audiences, and develop marketing and communication plans to drive business objectives across different channels and segments. ▪ Managing overall marketing budgets, reviewing and improving existing processes to ensure efficiency and cost optimisation. ▪ Staying up to date with the market, competitors and industry trends and having a deep understanding of the customer, new trends and opportunities leading to insights. ▪ Identify, monitor and report effectiveness and impact of marketing initiatives with tracking, analysis and optimization. SMG Sdn. Bhd. (January 2017 – Current) Position: Director Achievements: • • • • • Founded SMG to offer marketing and business consultancy services to clients in the field of sports, brand, marketing communications, e-commerce, digital marketing, go-to-market strategy and advertising. Consulted in Go-To-Market, Business Strategy, Marketing, Branding and Digital Strategies for start-ups and established companies in the areas of Fin-tech, E-Commerce, Sports, Marketing and Advertising. Responsible to drive engagement and lead in all Integrated Marketing and Communications planning, programming and project management which involves all areas of Marketing (ATL, BTL, Digital, PR and Activation). Responsible in setting business directions, consolidation and coordination with third party vendors for assigned business tasks. Identified various trade partners for affiliate marketing in partnerships with the different brands in alignment of their product services and offering. 2|P a g e CV of Ong Boon Jin • • • Identified areas of improvement, implemented processes and structuring internally for better operational productivity. Involved in event planning strategies, creative and content creation, sourcing and management of vendors for project management and execution. Consulted in managing of human and other resources including budgets and contribution and support to management and administration of the assigned organization. Eleven Sports Network Pte Ltd (August 2015 – December 2016) Position: Director, Marketing & Communications/Country Head Achievements: • • Hired and built a strong Digital, PR and Marketing Communications team within the new start up in Malaysia, Singapore and Taiwan from an initial team of 5 to 20 people. Launched and marketed the Malaysian Network without using any marketing dollars in a span of 1 week which led to the following reach numbers: - • • • • • • • Facebook Reach: 211,387 Facebook Groups: 6,572 Twitter Reach: 32,916 Forum Reach: 1,600 Strategized with Digital Media Agencies to maximise ROI investments in converting impressions into acquisitions (subscribers). As part of the management team, consulted in business directions and budgeting for the start ups in Malaysia, Singapore and Taiwan. This led to a significant overall savings of about 30% spent on marketing budgets for the 3 markets. Assisted in developing Malaysia’s Brand Identity Guidelines (CI) which was eventually adapted for all markets in Asia and Europe. The CI developed was essential to set the tone and manner for the Eleven brand to be consistent around the regions. Identified trade partners such as Telcos, Media Channels, Online Media Portals and Gadget Partners for affiliate marketing to distribute Eleven’s content offering. Built business cases in acquiring different contents like BPL, Serie A, Ligue 1, La Liga, NBA, NFL and local country sports to be added to the product offering in each market. Presented actual country case studies and consulted in the start ups in offices in Europe (Poland, Belgium and Luxembourg) and Asia (Malaysia, Singapore and Taiwan). Laid down the groundwork in terms of processes and structuring for future start up in offices in South East Asia which was due to be operational. 3|P a g e CV of Ong Boon Jin dnaCOMM Sdn. Bhd. (July 2014 – July 2015)- Contract Position Position: Group Account Director Achievements: • • • • • • • • • • • • • Managed to build a strong account management team to run and manage new and existing campaigns from the ground level up. Assisted in restructuring, reassignment and rotating of existing staff to ensure agency morale is high and staff well-being are met. Hired and trained new staff to ensure the client’s requirements for a complete team based on their retainer model and structure are met. Introduced and implemented a system in place for the agency to ensure workflow processes and administrative tasks are conducted more efficiently. Set the standards with the account management team for how to build strong, trusting relationships with the client that go beyond social. Forecasted revenues, agency costs and staffing requirements to ensure targets and KPIs are set in place. Acted as a temporary strategic planning director to provide marketing, consumer and competitor insights to drive and assist in existing and new business initiatives. Leveraged on my media knowledge and expertise to recommend and advise both agency and client on new mediums and media strategies that does not fall into the scope of work. Regained client’s trust and confidence towards the agency and managed to secure existing and new businesses within the Petronas group of companies. Facilitated and promoted the agency’s advertising, marketing and promotional initiatives that is out of the agency’s scope of work to add value to the current scope of work for the client. Recommended new business development leads and strategic partnership tie-ups to the client to build a reputation as a trusted advisor. Managed to increase the agency’s ratings that meet clients’ expectations during the last evaluation period. Secured new accounts wins for the agency- Hyundai, Citibank and Tourism Malaysia (ASEAN Region). People ‘n Rich-Hakuhodo Sdn. Bhd. (January 2003 – June 2014) Position: Group Account Director Achievements: • Served as the key point of contact for strategic marketing initiatives for clients, including Above the Line (ATL)/Below the Line (BTL)/Interactive/Customer Relationship Management (CRM)/Direct Marketing/Digital Marketing/etc. 4|P a g e CV of Ong Boon Jin • Managed the responsibilities of account teams and associated project teams and oversaw revenue-generation with tracking responsibilities of assigned client base. • Successfully developed and maintained strong working relationships with new and existing clients. Won over new clients such as Hitachi Corporate, Suzuki Cars (Alto), FJ Benjamin (GAP, Guess & Banana Republic), Lotte (Dental Health Chewing Gum & Choco Pie), OJI Paper (Baby Diapers), Setia Kombinasi (Femal), Allianz Life Insurance, Subaru, White Horse Ceramic Tiles, Affin Bank and Fujifilm. • Created and executed strategies, together with key program developments, which met clients’ set objectives and goals. • Managed regular revenue and pipeline forecasting, reporting and reviews. Specifically, maintained profitability report on project/campaign basis. Maintained profit margins on an average of 15% for Media and 50% for Production. • Served as the internal expert for my account management team, comprising of 6 to 8 team members whom I coached and developed. Practiced leading by example. • Demonstrated media and communication expertise by spearheading the dissemination of salient company and industry bulletins. • Was instrumental in helping gain awards recognition for the following brands: - Putra Brand Awards- Sime Darby Property and Guinness Anchor Berhad (Guinness & Heineken) - Reader’s Digest Trusted Brands Awards- Hitachi Home Appliances & Sime Darby Property - Malaysia Most Valuable Brands (MMVB)- Hitachi Home Appliances & Sime Darby Property Portfolio of clients: • • • • • • • • Hitachi- Home Appliances & Audio Visual (Regional), Corporate (Singapore) Eneos Nippon Oil (Regional) FJ Benjamin- GAP, Guess & Banana Republic Lotte- Dental Health Chewing Gum & Choco Pie (Regional) Citibank Affin Bank RHB Bank M150 (energy drink) • • • • • • • • • Suzuki Cars and Bikes (Regional) Alfa Romeo Subaru Hudsons- Confectionary Sweets Colgate Palmolive- Softlan & Protex (Singapore) Guinness Anchor Berhad- Guinness & Heineken Sime Darby Property Allianz Life Insurance Fujifilm Cameras Education History • Highest Academic Qualification a) Bachelor’s Degree in Business Management Majoring in Marketing ▪ Institution: University of Queensland, Brisbane, Australia ▪ Graduation Date: December 2001 5|P a g e CV of Ong Boon Jin • Other Qualifications a) Diploma in Business Studies ▪ Institution: HELP College ▪ Graduation Date: November 1999 b) Certificate in Advanced Microsoft PowerPoint ▪ Institution: MCSC ▪ Graduation Date: May 2002 Personal Skills • • • • Languages - English (Spoken & Written), Bahasa Malaysia (Spoken & Written), Cantonese (Spoken) Proficient in Microsoft Office (Word, PowerPoint and Excel) Well familiarized with AC Nielsen Ad Quest (Tool to monitor advertising expenditure (ADEX) Personal Strengths - Strong in conceptualization, communication skills and project management skills. Have good exposure to strategically focused advertising, leading teams with high level of integrity and objectivity, problem solving, attention to detail, coordinating multi-tasked activities, training of staff and working with different teams at all levels. 6|P a g e