Sylvia Chew

Experience

• 

  IJM Corporation Berhad

  Nov 2015 - Feb 2019

  Internal Comms:Produce group-wide internal announcements, spokespersons speeches & regional updates. Manage all media monitoring platforms including key-word management/ e-newsletter distribution. Manage content on all internal comms platforms such as Sharepoint and Workplace. Manage employee participation and company representation in all external events.PR / Stakeholder Engagement:Key responsibilities include media relations (press conference, financial results release, media interviews, etc), corporate sponsorships, corporate advertising, spokesperson profiling, corporate website management, corporate awards participation, crisis management & annual report/sustainability reporting compilation.Branding:PM of group rebranding program. Manage appointment of consultant & development of brand strategies/initiatives. Coordinate all brand campaigns as well as develop CI guidelines, branding collaterals & corporate video.Event & Project Management:Manage and coordinate all group corporate events. Main liaison to all vendors and external stakeholders for corporate events and ad-hoc projects. Organize and coordinate all group-wide CSR events & collaborations.Finance and Admin:Develop the annual department plan and budget as well as manage department payment flow. Also manage company archive, image library and info sources under the Corporate Communications function.MAIN ACHIEVEMENTS • Successfully managed 2 crisis situations involving accidents resulting in fatalities• Successfully revamped and launched the new corporate website as Project Manager, attracted 86.4% new site visitors and boosted monthly average visitor count by 60.45%. • Coordinated and set-up more than 5 exhibitions/activation events with the presence of government officers, country ambassadors and regional CEOs in a year. • Coordinated more than 7 CEO interviews in a year. The interviews/quotes were featured in over 99 reports at a 70.9 average favorability rating over one quarter. Show less

  • Senior Corporate Communications Executive

    Apr 2018 - Feb 2019

  • Corporate Communications Executive

    Nov 2015 - Mar 2018
• 

  Nestlé Nespresso SA

  Mar 2019 - now

  • Manage and coordinate all campaigns and product launches in the area of coffee, machines, accessories and services across the full omni-channel mix under the B2C portfolio• Lead the planning of annual marketing calendar and 360 marketing activities from strategy to execution across all functional teams• Implement go-to-market activities in timely manner according to best practice and in line with brand and commercial objectives• Liaise and communicate effectively with HQ, Regional and the local team to ensure smooth and effective implementation of activation plan• Manage the portfolio of coffee, machines, accessories, and services for the B2C channels• Drive forecasting assumptions of coffee, machines and accessories with CRM and Demand Planning data insights• Develop product strategies and plan the promotional calendar in line with commercial value proposition• Suggest possible optimization such as promotion, pricing, portfolio rationalization from customer data and insights• Lead pre and post campaign evaluations to generate sales review, analysis and insights as learnings and ensure continuous improvement• Participate in monthly sales forecast and assist Commercial team in generating dynamic forecast input• Monitor the PFME budget allocation according to yearly plan to ensure effective spending and accurate monthly budget forecast alignment• Lead and drive internal launch activations• Plan and develop annual Retail and Trade marketing activity list• Develop and roll out specific marketing promotions while liaising closely with retail and trade partners to bring traffic from mall to the stores• Develop omni-channel and specific channel promotions to boost sales and New Member acquisition Show less • Led and coordinated the Red Hong Yi collaboration as project manager and successfully rolled out the Doing is Everything 360 campaign. The campaign was applauded internationally and recorded a 460% in ROI on PR investment.• Successfully rolled out the World Explorations 2021 campaign with overachieved awareness. Total Lungo coffee category penetration exceeded target by 9%. Virtual Masterclass attracted many media turn up and the campaign also achieved 67% higher PR value. • Rolled out CNY 2021 campaign successfully and achieved excellent sales performance despite pandemic closures. Coffee sales performance exceeded target by 6% and machine sales exceeded target by 61%. Show less • Implement and execute B2C campaign and launch strategies in the area of coffee, machines, accessories and services across the full omni-channel for the B2C portfolio• Plan, coordinate, and execute marketing activation plans in all retail and trade channels• Manage communication with all functional teams and provide insights to curate on action plans • Drive brand and product awareness in point of sales, create differentiation from other brands• Timely execution of store dress-up and POSM display to ensure smooth and successful campaign launches• Ensure campaign and product visibility in stores to support commercial objectives• Plan and coordinate installation of retail assets and materials to support retail offer and expansion• Plan localized in-store assets in-line with brand direction to attract brand desirability• Develop and implement local trade marketing activities to enhance brand desirability• Champion visual merchandising and retail and trade branding to communicate clear brand messagesMAIN ACHIEVEMENTS• Successfully launched the 360 Barista Creations Coffee Made For Ice campaign, also led and coordinated the BC Ice Cafe Partnership project – collaborated with 7 independent dessert cafes to curate more than 10 Nespresso-infused desserts. Up to 1k desserts were sold in the short activation period. The campaign PR result exceeded target by 727% and achieved 15.67% reach rate. Campaign sales performance also exceeded 26% in ROI.• Successfully launched the Ispirazione Italiana Campaign with positive reception on the new coffee range. Coffee sales result exceeded target by 37%, with 43% of it being the new range. Overall campaign sales ROI also exceeded target by 54%.• Achieved average 95.5% visual merchandising (VM) audit result through 4 audit sessions for the flagship boutique. Show less • Execution of all permanent and non-permanent launches in the area of coffee, machines, accessories and services for both B2C and B2B portfolios• Implement the retail and trade marketing strategy to support commercial objectives• Coordinate creatives order and production of product collateral• Coordinate and implement POSM to maximize brand visibility in retail, trade and B2B channels • Coordinate and execute Brand and PR activations while collaborating with external agencies, media, KOLs and celebrities to drive brand communication objectives• Manage events and local activations for both B2C and B2B portfolios• Assist in the coordination of media planning and buyingMAIN ACHIEVEMENTS• Supported in coordination of the Nespresso APAC Marketing Conference• Coordinated the first Nespresso Professional Malaysia FHM Exhibition along Nestle Malaysia as Project Manager• Coordinated and launched the first Retail Activation Hub in Malaysia at Pavilion KL Show less

  • Brand Communication Manager

    Aug 2023 - now

  • Assistant B2C Marketing Manager

    Apr 2023 - Jul 2023

  • Assistant B2C Product Manager

    Oct 2021 - Apr 2023

  • Senior B2C Product Executive

    May 2021 - Sept 2021

  • Retail and Trade Marketing Executive

    Sept 2019 - May 2021

  • Brand Executive

    Mar 2019 - Aug 2019