Way Ling Chew
Kuala Lumpur
Summary
Result and detail-orientated team player with strong organisational skills. Ability to handle complex project efficiently and handle multiple projects simultaneously with a high degree of accuracy.
Overview
18
18
years of professional experience
Work History
Senior Partnership Manager
Atome Financial
12.2022 - Current
- Devise UE (Unit Economics) and manage profitability growth for card related products e.g to achieve UE of 2-3% for Atome Card in Philippines in 18 months.
- Develop product roadmaps and identify gaps and opportunity in the markets
- Work closely with Marketing, Product, and Finance to strategise
- Instrumental in planning to strategise partnership to drive usage and card acquisition/spend across regions for BNPL and cards.
Head, Mass Credit Cards
CIMB Berhad
12.2018 - 12.2022
- Instrumental in the planning to strategise mass credit card positioning and profitability.
- Develop new and relaunch credit cards to suit change of credit card landscape and ensure benefits resonate with mass segments.
- Formulate campaigns to drive credit card acquisition through conventional and digital sales channels.
- Devise marketing campaigns and partnership collaborations to drive credit card usage.
AVP, Portfolio Management
Alliance Bank
07.2017 - 11.2018
- Analysed customer lifecycle and credit card usage behaviour to seize cross-sell and up-sell opportunities.
- Devised initiatives to promote lending products (i.e
- Balance Transfer and Fast Cash) to targeted credit card customers.
- Developed digital self-service channel to increase sales conversion.
- Formulated process flow for new distribution channel with internal stakeholders.
- Devised product proposition to obtain buy-in from management.
- Formulated new product process flow for new product launches.
AVP, Mass Product Acquisition
Alliance Bank
10.2015 - 06.2017
- Instrumental in planning and implementation of a successful migration from signature-based payment cards to PIN based payments cards within targeted timeline.
- Developed strategic initiatives to drive card activation and reduce PIN bypass rate.
- Successfully implemented and launched digital PIN website to allow customers to activate, create and change PIN online.
- Formulated marketing campaigns to increase credit card base and drive on-board card activation.
- Worked closely with sales channel and branches to increase credit card base.
- Analysed post campaign effectiveness and designed measures to improve campaign performances in the future.
Senior Manager, Online Campaign
Digi.Com Berhad
08.2014 - 09.2015
- Developed strategic marketing and business plans that meet all branding and ecommerce KPIs relating to Digi online store.
- Transformed strategies into detailed execution plans across multiple channels and partners.
- Managed execution process, including coordinating creative, test plans and analysing user behaviour towards the online store.
- Optimized customer journey in th Digi online store.
- Oversaw day-to-day operational functions in the Digi online store, e.g
- Sales funnels, transaction funnels, logistics performance and customers’ feedback.
- Formulated and executed action plans to resolve process gaps identified.
AVP, Unsecured Lending
OCBC Bank Malaysia Berhad
07.2012 - 08.2014
- Devised marketing strategy and initiatives to drive credit card usage and instill customer loyalty through periodic mass and tactical campaigns.
- Identified potential segments and customer profile to increase card usage and up-spend.
- Analysed customer spending behaviour and identified opportunities to increase credit limit, thereby increasing cross-sell opportunities.
AVP, Unsecured Lending
OCBC Bank Malaysia Berhad
07.2012 - 08.2014
- Responsible for customer acquisition and cross-sell initiatives through different touch points sales channels to maximise sales conversion.
- Worked closely with internal business partners to grow online leads and conversion through constant enhancement of search engine marketing (SEM) & search engine optimization (SEO).
- Run sales challenge programs to encourage the sales team to achieve targeted sales volume
Manager, eBusiness
Citibank Berhad
08.2010 - 07.2012
- Led and managed web analytic (Google Analytics and SiteCatalyst) for www.citibank.com.my.
- Conducted web analysis and produced actionable insight, e.g
- User navigation behaviour, effective online media/platform to improve online campaign/leads conversion and identified digital marketing opportunities.
- Initiated bank-wide social media project and launch of Citibank Malaysia fan page.
- Managed SEO and SEM projects to maximize Citibank products visibility in search engine.
- Increased web portal usability to increase online user acquisition and reduce attrition rate.
- Participated in Citibank Online Banking Portal revamp initiative to enhance usability.
Marketing Manager Group Transaction Banking
UOB Bank Malaysia Berhad
07.2008 - 07.2010
- Oversaw all marketing, advertising and branding activities for Transaction Banking related products, e.g
- Cash Management, Trade Services and Custody Service.
- Devised marketing budget allocation for each product and monitored return on investment (ROI) on the amount spent.
- Managed correspondence with media and advertising agencies and maximized product visibility and branding by securing non-paid media, and writing and editing press releases, newsletters, articles and annual report.
Marketing Executive
Airasia Berhad
10.2005 - 06.2008
- Initiated and managed marketing activities for AirAsia destinations.
- Managed and grew co-brand credit card base across 3 regions, i.e Malaysia, Thailand and Singapore.
- Morphed from physical voucher to E-Gift Voucher successfully in October 2007 and devised marketing strategies to promote tnew products.
- Developed and grew AirAsia’s online payment gateway (credit card, direct debit, FPX and mobile portal) via www.airasia.com and devised marketing strategies to promote Airasia’s online payment gateway among Airasia’s customers.
Education
BSc. in Food Studies majoring in Food Management -
University Putra Malaysia
04.2005
Skills
- Supervision and leadership
- Dependable and Responsible
- Multitasking Abilities
- Problem Resolution
- Critical Thinking
Accomplishments
- CIMB – Successfully launched a new credit card, i.e. CIMB e Credit Card, and relaunch CIMB Cash Rebate Platinum Credit Card, CIMB Petronas Platinum Credit Card.
- Alliance Bank – Successfully migrated signature-based cards to PIN-based cards. Project lead to launch a first-in-the-market Digital PIN website (pre-login online banking).
- Digi – Achieved the highest e-commerce sales target, i.e. more than 5,000 postpaid and prepaid plans sold through Digi Online in a month.
- OCBC Bank - Instrumental in repositioning credit card propositions which successfully mitigated customer attrition and returned portfolio to profitability.
- Citibank – Project lead for Citibank web analytics and spearheaded Citibank online banking portal revamp.
- AirAsia – Successfully grew the AirAsia co-brand credit card customer base to over 350,000 card holders within 2 years, thus transforming it into the biggest co-brand credit card in Malaysia.
References
Koh Mei Leng, Head of Credit Card, AEON Credit, +6012 638 3297
Timeline
Senior Partnership Manager
Atome Financial
12.2022 - Current
Head, Mass Credit Cards
CIMB Berhad
12.2018 - 12.2022
AVP, Portfolio Management
Alliance Bank
07.2017 - 11.2018
AVP, Mass Product Acquisition
Alliance Bank
10.2015 - 06.2017
Senior Manager, Online Campaign
Digi.Com Berhad
08.2014 - 09.2015
AVP, Unsecured Lending
OCBC Bank Malaysia Berhad
07.2012 - 08.2014
AVP, Unsecured Lending
OCBC Bank Malaysia Berhad
07.2012 - 08.2014
Manager, eBusiness
Citibank Berhad
08.2010 - 07.2012
Marketing Manager Group Transaction Banking
UOB Bank Malaysia Berhad
07.2008 - 07.2010
Marketing Executive
Airasia Berhad
10.2005 - 06.2008
BSc. in Food Studies majoring in Food Management -
University Putra Malaysia
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