Siew Leng Yip
Kuala Lumpur,14
Summary
Dynamic and results-driven professional with over 15 years of experience in Animation IP Management, Talent Management, and Media Sales. Expert in driving revenue growth, managing high-profile partnerships, and leading cross-functional teams. Proven track record of exceeding revenue targets, launching innovative marketing campaigns, and maximizing the profitability of animation IPs and talents in the entertainment industry.
Overview
20
20
years of professional experience
Work History
Head of Content IP Solutions and Talent Monetization
MEASAT BROADCAST NETWORK SYSTEM (ASTRO)
01.2019 - Current
- Spearheaded partnerships with top animation IPs such as Didi & Friends, Pinkfong & Babyshark, Cocomelon, Omar & Hana, Upin & Ipin, and Mechamato
- Managed and distributed co-owned animation IPs globally, reaching markets in the UK, USA, SEA, MENA, and Australia
- Consistently achieved and surpassed revenue targets by leveraging strategic marketing, sponsorship, and merchandising opportunities
- Led a team of 7 in executing brand performance reviews and quarterly planning with IP partners
- Expanded and sustained IP popularity through innovative marketing and licensing strategies.
Head of Sales, Media Sales (GenNext, International Kids Channels, & Astro Awani)
ASTRO ENTERTAINMENT SDN BHD
02.2017 - 12.2018
- Drove revenue growth for GenNext by monetizing IPs and introducing new product extensions
- Managed a team of 5, setting targets, conducting reviews, and spearheading planning discussions with channel partners
- Expanded ADEX and market share by offering innovative products and campaigns
- Led a sales team to achieve a 33% increase in revenue despite a significant drop in linear TV viewership.
Asst. Vice President, Media Sales (Malay Channels & GenNext Channels)
02.2012 - 01.2017
- Managed the largest sales group under Malay channels, driving significant revenue growth from key FMCG accounts
- Led a team of 7 to achieve sales targets through creative solutions, branded content, and sponsorships across Astro's platforms
- Key coordinator for Astro's biggest trade event, Astro Universe.
Associate & Senior Associate, Media Sales
02.2009 - 01.2012
- Developed and managed client and agency relationships, meeting sales targets through creative proposals and sponsorship deals
- Championed top sponsorship projects such as Akademi Fantasia, generating RM 8 million in revenue.
Sales & Marketing Manager
GMB BUILD SDN. BHD.
07.2006 - 11.2008
- Led the sales and marketing department, preparing proposals, competitive reviews, and executing marketing strategies for property projects
- Successfully launched and sold RM 48.6 million worth of properties, clearing unsold stock worth RM 11.5 million.
Media Planner
OMD (M) SDN. BHD.
03.2005 - 07.2006
- Involved in research, media proposals, and brand planning for clients like Sara Lee and Haagen Dazs
- Successfully pitched for the Avenue K shopping mall account.
Education
Master of Commerce (Marketing) -
Curtin University of Technology
Perth, Australia01.2004
Bachelor of Commerce (Finance & Marketing) -
Curtin University of Technology
Perth, Australia01.2002
Skills
- Animation IPs Management
- Talent Management
- Revenue Target Achievement
- Team Leadership
- International Distribution
- Marketing and Promotion
- Licensee Management
- New Partnership Acquisition
- Product Marketing
- Strategic Planning
- Event Management
- Digital Activation
- Creative Solutions
- Problem-Solving
Personal Information
Title: Head of Content IP Solutions & Talent Management
Description
Creative problem-solver with a goal-driven mindset and a passion for sales. Proven ability to lead teams to success in dynamic and challenging environments. Skilled in strategic planning, market analysis, and developing innovative monetization strategies. Strong communicator with a keen understanding of diverse cultures and markets.
Hobbies and Interests
- Art and Craft
- Oil Painting
- Music
- Travel
Languages
English
Upper intermediate (B2)
Malay
Upper intermediate (B2)
Chinese (Mandarin)
Elementary (A2)
Chinese (Cantonese)
Elementary (A2)
Timeline
Head of Content IP Solutions and Talent Monetization
MEASAT BROADCAST NETWORK SYSTEM (ASTRO)
01.2019 - Current
Head of Sales, Media Sales (GenNext, International Kids Channels, & Astro Awani)
ASTRO ENTERTAINMENT SDN BHD
02.2017 - 12.2018
Asst. Vice President, Media Sales (Malay Channels & GenNext Channels)
02.2012 - 01.2017
Associate & Senior Associate, Media Sales
02.2009 - 01.2012
Sales & Marketing Manager
GMB BUILD SDN. BHD.
07.2006 - 11.2008
Media Planner
OMD (M) SDN. BHD.
03.2005 - 07.2006
Bachelor of Commerce (Finance & Marketing) -
Curtin University of Technology
Master of Commerce (Marketing) -
Curtin University of Technology
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