Candice Wong
Summary
Highly creative marketer with out-of-the-box ideas to accelerate and deliver business goals into desired results.
Extensive experience in loyalty and partnership in past employments, contributing new/ fresh lens from past experience, change/ challenges status quo to better deliver results or solve issues with a go-getter attitude.
Strong team player, co led campaigns with colleagues from different departments, strive to drive better collaboration and integration, learning from others.
Overview
12
12
years of professional experience
Work History
Loyalty Marketing Manager
Shell Trading Malaysia Sdn Bhd
02.2020 - Current
- Developed strategic loyalty CVP and implemented a comprehensive marketing plan to change behavior of customer, delivering double digit growth on customer's spend, improving lifetime value by 20%.
- Developed and refined a complex CRM program with partners to deliver growth and improved retention by 20%, also ensuring its effectiveness and efficiency, sustainable in long run.
- Revamped a 20 years old fraud mitigation system and procedure that managed to reduce 92% of the cost and proper enforcement to monitor suspicious activity by digitalizing this retro system.
- First in local loyalty to collaborate with brand (outside of Shell) to deliver on-ground activation to drive visibility, brand association and a breakthrough for the program by delivering "exclusive" event for members only.
- Collaborated with cross-functional departments within Shell teams (Global & Local), agencies and external partners to drive efficiency and profitability of the loyalty program.
Rewards & Loyalty Marketing Manager
GrabCar Sdn Bhd May
04.2017 - 02.2020
- Defined and acquired the correct loyalty partners for local market, delivering relevant and compelling rewards for members, maximize customer lifetime value and improved customer retention rate.
- Developed and managed marketing initiatives and strategies to achieve marketing objectives at a lower cost such as contest to induce trial. Led execution and marketing of the first Aspiration Rewards (first in region) to generate interest and inspire members to stay and use Grab services.
- Developed and collaborated with cross-functional teams (GrabPay & GrabFood) to develop integrated marketing plans for partner activations, optimise capability of Rewards program to drive usage, retention.
- Acquired Starbucks, McDonalds, Baskin Robbins, lululemon, Dominos to be on GrabRewards (First in region), creating massive brand association when the product was at early stage to induce adoption of the program.
- Acquired and managed commercial partnerships – Monetary investment from financial institutions and other retail partners to reduce marketing cost for campaigns and meeting partner’s objectives (growing usage).
Commercial Manager
Think BIG Digital (AirAsia BIG)
06.2016 - 04.2017
- Managed and negotiated contracts with compelling commercial terms with partners, include AirAsia, BIG Pay, Rocketmiles.com, Lazada Malaysia, Zalora, Agoda and Avis.
- Proposed and managed marketing campaigns (ATL/ BTL) for partners to retain healthy points issuance during campaign and non-campaign period.
- Monitored competitor activity, utilizing insights to inform strategic planning and decision-making processes with partners.
Partnership Manager
Lazada Malaysia
06.2014 - 06.2016
- Acquired and managed new partners from various industry – insurance, F&B, airlines, banking and telco. Strategic collaboration with existing partners to drive revenue, keeping business metrix healthy, for example, CAC and long term investment.
- Managed one of the most effective partnerships with Banks to maintain CAC at all time low and lowest in the region
- Strategic venture into non e-commerce & e-commerce partnership such as Colour Run, Maxis Epic Home, Grab, Uber, iflix, TIME network and more to penetrate to the younger group of customers.
- Analyzed partner performance data to identify gaps - driving acquisition, dormant users, and improve usage, ensuring alignment with company objectives.
Regional Marketing Exec
AirAsia Berhad
01.2012 - 05.2014
- Developed and delivered strategic plan to increase loyalty base from 920k from 22k in 2 years by spending minimal cost on acquisition.
- Developed and executed comprehensive marketing plans that drive one of the largest annual sales using unique points burn strategy and cash out points and the pioneer to priority redemption as unique CVP of the program.
- Managed various bank partners such as Amex, VISA and Mastercard on board with AirAsia on yearly basis campaigns with substantial marketing fund being allocated annually, delivering historical benchmark of booking by 200%
Education
Bachelor of Business - Economics And Marketing
University of Technology of Sydney
Australia06.2008
Skills
- Marketing & Product Strategy Development
- Partnership Development
- Customer Relationship Management (CRM) and customer segmentation
- Campaign Planning and data analytics
Timeline
Loyalty Marketing Manager
Shell Trading Malaysia Sdn Bhd
02.2020 - Current
Rewards & Loyalty Marketing Manager
GrabCar Sdn Bhd May
04.2017 - 02.2020
Commercial Manager
Think BIG Digital (AirAsia BIG)
06.2016 - 04.2017
Partnership Manager
Lazada Malaysia
06.2014 - 06.2016
Regional Marketing Exec
AirAsia Berhad
01.2012 - 05.2014
Bachelor of Business - Economics And Marketing
University of Technology of Sydney
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