Siewwei Then
Marketing Director
Summary
Dynamic Marketing Director with a proven track record at Lundbeck, excelling in strategic marketing planning and brand development. Spearheaded successful product launches and drove omnichannel campaigns, achieving significant market share growth. Adept at cross-department collaboration and people leadership, delivering impactful results while managing budgets for optimal ROI.
Overview
2026
2026
years of professional experience
Work History
Marketing Director
Lundbeck Southeast Asia Region
02.2024 - Current
- Developed and executed the SEA regional marketing strategy for all products across 7-8 countries, aligning with global priorities while adapting to local needs.
- Develops and drives new product growth in the region.
- Drives digital marketing and omnichannel campaigns in the region, up skilled the region, and built omnichannel capabilities among our region.
- Collaborated with cross-functional teams and the local team to develop product launches and promotional materials.
- Organizing and managing regional scientific meetings to drive key messages and strategies through scientific and interactive sessions across the region.
- Drives CRM solutions to improve customer data, field efficiency, and data-based analysis.
- Managed the marketing budget for maximum ROI, and managed to spend 30% less for a more impactful outcome in 2025.
- Leading a high functional team of 4
- Coordinated with creative team to generate dynamic marketing content and communication tools for promotional campaigns.
Group Product Manager
Lundbeck Malaysia Sdn Bhd
08.2022 - 02.2024
- Launched 2 products in the Malaysia market.
- Managed to list both products in MOHMF in Malaysia within 2 years.
- Achieved a market share of 12% in 2 years post-launch in the ALAI market.
- Achieved as one of the top two antipsychotics used in the private market within two years post-launch.
- Maintained a good relationship with key opinion leaders in psychiatry and neurology.
- Organized various types of meetings based on targeted key messages and strategies for specific targeted audiences.
- Managed the budget and overall L&P for the marketing team.
- Organized products and strategy training for sales reps.
- Work closely with cross-functional teams.
Senior Product Manager
Lundbeck Malaysia Sdn Bhd
09.2020 - 08.2022
Product Manager
Lundbeck Malaysia Sdn Bhd
07.2018 - 09.2020
Product Executive
Lundbeck Malaysia Sdn Bhd
09.2016 - 07.2018
Senior Medical Product Specialist
Servier Malaysia Sdn Bhd
2011 - 08.2016
Personal Health Advidor
Pathlab Malaysia (HQ)
2010 - 2011
Education
Bachelor of Science - (Hons) Food Science & Nutrition
UCSI University
Malaysia 04.2001 -
Skills
Strategic Marketing Planning
Brand Development & Positioning
Product Marketing & Launching
Product formulary listing
Omnichannel campaign planning and execution
Budgeting & P&L Management
Strategic marketing event planning
CRM & Qliksense
Cross department collboration
People leadership
Awards & Recognition
2023 - Best SEA Marketeer
2023 - Top marketing award, excellent sales and marketing achievement - 100%
2020 - Top marketing award, excellent sales and marketing achievement - 113%
2019 - Best SEA Marketeer
2019 - Top marketing award, excellent sales and marketing achievement - 113%
2018 - Top marketing award , excellent sales and marketing achievement - 102%
2017 - Top marketing award, excellent sales and marketing achievement - 105%
Timeline
Marketing Director
Lundbeck Southeast Asia Region
02.2024 - Current
Group Product Manager
Lundbeck Malaysia Sdn Bhd
08.2022 - 02.2024
Senior Product Manager
Lundbeck Malaysia Sdn Bhd
09.2020 - 08.2022
Product Manager
Lundbeck Malaysia Sdn Bhd
07.2018 - 09.2020
Product Executive
Lundbeck Malaysia Sdn Bhd
09.2016 - 07.2018
Bachelor of Science - (Hons) Food Science & Nutrition
UCSI University
04.2001 -
Senior Medical Product Specialist
Servier Malaysia Sdn Bhd
2011 - 08.2016
Personal Health Advidor
Pathlab Malaysia (HQ)
2010 - 2011
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