Maybank is among the top 5 banks in South East Asia with total assets of USD165 billion. It has an international network of over 2,400 branches and offices in 20 countries and employs 45,000 employees.

• Provide the latest marketing strategies and work closely with agencies (IPG, Initiative, Dream Team, etc.)
• Products covered: Western Union, Visa Direct, FTT, Balance Transfer, EzyPay, eFD, EzyCash, Credit Card, Auto Finance, Mortgage, High Net Worth, SME, Virtual Banking, Funding and Deposit, Payment, etc.

Dakine was running paid search campaigns that were targeting all of the United States and were not breaking up states. I let them know this was a concern because different audiences in different regions are going to be interested in the same products, it depends on the weather.

A new rebranded product in a ultra-competitive niche with huge brands.

Onto is establishing a new category in the 'electric car buying' space that is 'car subscriptions'. Rather than owning a car (and all associated costs), Onto offers a monthly flexible contract where all costs are included (including your charging). The challenge is that this breaks the normal assumptions of a driver and is a new way of having a car.

Our acquisition channels and ads need to explain this complex proposition into simple and easy to understand message as well as overcome the initial 'sticker shock'. Since we're all-inclusive, the monthly price is naturally higher than what consumers normally see on leasing deals.

As Head of Growth, I'm at the forefront of driving the acquisition strategy.