Annie Chiam
Summary
With over two decades of experience as a cross-platform advertising sales director, I've dedicated my career to driving revenue growth by delivering innovative advertising solutions across digital, print, television, and events platforms. Throughout my tenure in the Asia Pacific region, I've excelled in building and nurturing relationships with key clients and agencies, overseeing sales teams, and devising strategic approaches to meet and exceed revenue targets.
During my time at Microsoft Advertising, I spearheaded the RFP process, resulting in the successful onboarding of two of Microsoft Advertising's top-performing resellers in Kuala Lumpur. At BBC Worldwide Singapore, I led a high-performance team while managing a diverse portfolio of regional and global accounts. At NBCUniversal, I managed both the ad sales team and digital expansion initiatives, including localising E!online Asia and forging strategic partnerships with platforms such as Twitter and TonTon in Malaysia.
In my most recent role as a partnership director at TIME, I consistently elevated year-over-year revenue despite industry challenges across markets in North Asia. As a skilled communicator, I excel in managing teams of diverse backgrounds and disciplines, adeptly resolving issues to drive success in dynamic environments.
Overview
19
19
years of professional experience
2
2
Languages
Work History
Director, APAC Partnerships
TIME
02.2020 - 02.2024
- Developed and implemented strategies for building and managing successful partnerships with high level direct clients and agencies in Singapore and Malaysia, and through sales representatives in Indonesia, South Korea and Japan
- Identified new business opportunities and negotiated contracts with clients and sales partners to drive revenue growth across print, digital and events
- Opened up markets and new accounts in Malaysia, South Korea and Japan with clients across B2B to government bodies such as InvestKL, LG Chem, Seoul Metropolitan Government and Okinawa Prefecture
- Developed new clients in Singapore from Mastercard, DBS, UOB to Singapore Tourism Board
- Part of the core team who conceived, sold and implemented TIME's first TIME100 event in Singapore in 2022.
Director, Advertising Sales
NBCUniversal International Networks
04.2018 - 01.2020
- Managed a sales team to provide custom branded solutions to local and regional clients in Singapore and SEA, while also managing sales representatives handling outbound sales originating from India, Japan, South Korea, Indonesia and Malaysia
- Supported affiliate ad sales teams in markets such as Astro, Starhub and ABS-CBN
- Responsible for growing NBCUniversal's digital product offerings through localisation of E!online Asia, as well as negotiating and executing the successful digital partnerships with Twitter and TonTon
- Worked hand in hand with editorial as well as Trade Marketing to ensure strong go-to-market to grow new audience and new clients
- Turned around ad sales 2018's underperformance to deliver 8% over budget (as at 31 Oct 2019)
- Secured new clients such as Go Daddy, Sompo Insurance SEA, Japan Cabinet Office and Hilton Group of Hotels
- Single handedly kicked off programmatic PMP sales for Singapore within 6 months of joining and securing NBCU Singapore's first programmatic guaranteed deals from Xaxis Singapore and Cadreon Malaysia.
Sales Director
BBC Worldwide Asia
08.2014 - 02.2018
- Revenue generation from an assigned list of key regional and global accounts out of the Singapore office, working across platforms (Digital and TV) as well as products (media, content and programmatic), tailoring solutions that best fit our clients' requirements as well as achieving their KPIs
- Some of the key accounts I personally managed were Singapore Airlines, SC Global, Standard Chartered Bank, Hitachi Asia as well as Singapore Tourism Board
- Proactively identified and developed new revenue generating opportunities outside of the assigned list via inactive as well as new account
- Acted as brand ambassador to raise the profile of BBC Advertising in the region with the goal of increasing its market share through advertising revenue
- Grew BBC's nascent programmatic PMP offerings more than ten-fold (10x) within 6 months through active engagement with agency trading desks as well as digital performance agencies in Singapore as well as Malaysia
- Secured 1st partnered content (Native) deal for APAC with Standard Chartered Bank in Oct 2014 amounting to USD 550,000 despite stiff competition from pure play content production houses as well as niche financial news publishers
- I was able to renew SCB's annual brand budget for 2015 and 2016.
Country Sales Manager
Microsoft Advertising SEA
08.2005 - 09.2010
- Generating revenue from various Microsoft Advertising properties which included MSN Portal as well as Windows Live products such as Messenger, Hotmail and Spaces
- Managed the Malaysian sales partner by defining the overall business strategy and direction for that market that required me to anticipate advertising trends that may impact short to medium impact on the business and drive strategic changes if required
- Managed the tender (RFP) process right up to the transitioning and training of new sales partner's team in Malaysia on two occasions
- Consistently delivered revenue above budget: 110% in FY07; 149% in FY08 and 106% in H1FY09; delivering US$3.7 million in FY09
- One of the top sales performer in Advertising sales (CliQ award) for 2 consecutive years (FY2008 and FY2009)
- 40% YOY increase in total number of deals signed
- Successfully sourced for, procured, appointed, and trained two new sales partners for Microsoft Advertising in May 2006 (which resulted in the new team being awarded
Education
Licensed Dealer's Representative - Equities Trading (KLSE) and Options & Futures Trading (MESDAQ)
'A' Levels - undefined
'O' Levels - undefined
Skills
Working under pressure and adapting to new situations and challenges to meet the organisation's goals
undefinedReferences
- Tim Howat, Managing Director APAC, TIME, tim.howat@time.com
- Emma Sirca, Vice President, Client & Agency Partnerships APAC, NBC Universal, emma.sirca@nbcuni.com
- Michelle Ching, Managing Director Singapore, Totally Awesome TV, michelle@totallyawesome.tv
- Anand Tilak, Founder & Life Coach, Periscope, anandtilak@gmail.com
- Grant Watts, Senior Director Business Strategy & Transformation Asia, Microsoft, gwatts@microsoft.com
Timeline
Director, APAC Partnerships
TIME
02.2020 - 02.2024
Director, Advertising Sales
NBCUniversal International Networks
04.2018 - 01.2020
Sales Director
BBC Worldwide Asia
08.2014 - 02.2018
Country Sales Manager
Microsoft Advertising SEA
08.2005 - 09.2010
Licensed Dealer's Representative - Equities Trading (KLSE) and Options & Futures Trading (MESDAQ)
'A' Levels - undefined
'O' Levels - undefined
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