Influencer Marketing & Digital Media Specialist

How I Can Help You

• Influencer Marketing for Brands: Insights to Instagram, Facebook, and XiaoHongShu 小红书 (XHS).
• Advertising Sales Strategies: Advice on cold calling, client management, and closing high-budget deals.
• Client Management Guide: Build strong relationships, manage expectations, and deliver excellent customer service.
• Connections in Advertising & Media: Connections to the top creatives and media agencies in Malaysia.
• Digital Marketing Agency: Guidance on how a digital marketing agency works.
• Team Management: Advice on leading large teams, handling cross-functional collaborations & improving performance.
• Career Transition Tips: How to maintain a growth mindset in moving between industries, especially from corporate roles to digital marketing.
• Public Speaking Tips: Learn how to engage audiences and improve leadership communication.
• Leadership Development: Guidance for leadership roles.
• Community Engagement: Ideas for giving back through events and charity initiatives.
• Resilience & Overcoming Challenges: Advise on dealing with trauma & maintaining a positive mindset during difficult times.
• Work-Life Balance in High-Paced Industries: Tips on balancing work and life in industries like media & marketing.
• Multilingual Communication: Being fluent in Mandarin, Malay, and English, tips on how to connect with diverse audiences.

My Domains

Influencer Marketing | Sales Strategy | Client Management | Online Marketing | Team Leadership | Community Engagement | Advertising & Media | Client Management | Career Transition | Career Advisory | Communication Skills | People Skills | Networking Skills | Leadership Development | Public Speaking | Resilience Coach | Event Planning | XiaoHongShu  | Multilingual

A Bit About Me

Hey, I’m Shirley - a digital marketing geek by day, a vocalist at heart, and a runner chasing my next big challenge.

Oh, and I’ve got a thing for whipping up delicious meals too. Nice to meet you!

• I grew up in Melaka and attended all-girls Convent School for primary education and Sekolah Menengah Kebangsaan in Jasin for secondary school. 
• My upbringing in such a culturally diverse environment made me fluent in Mandarin, Malay, and English, which has been incredibly useful throughout my life.
• I’ve always loved being in the spotlight - whether it was debate, choral speaking, or performing arts, I was often on stage, and in secondary school.
• I was really active in academics and also representing my school in both Malay and English at state-level debate competitions.
• After high school, I worked in an apparel store for a year before enrolling in Business Studies. I believe that trying new things is key to finding your true passion.

Education Journey

• I also then pursue with my Degree in International Business with University of East London.
• During my college years, I was elected the first woman president of the student community, a role that allowed me to lead events like charity fundraisers and proms. 
• This experience not only honed my leadership skills but also sparked my passion for public speaking.
• My studies covered a range of modules, from taxation and economics to business marketing, giving me a strong foundation for my career.

Skills and Interests

• Multilingual Abilities: Being fluent in Mandarin, Malay, and English has allowed me to connect with diverse audiences and cultures, both in my personal life and professional career.
• Public Speaking: From school debates to emceeing events in college, I’ve always been passionate about public speaking, and it’s a skill I still use in my professional roles today.
• Music and Giving Back: I am a passionate music lover and vocalist myself. Last year 2023, me and my friends with the same passion came together and formed a Band. We did our first gig at Mont Kiara with 150 tickets sold and it was a truly amazing experience. We constantly jam and at times, we do perform at community and charity events.
• Influencer Marketing: I’m passionate about educating others on digital marketing, especially influencer strategies, and have a keen interest in how platforms like XHS can be used to amplify brand messages.

Professional Experience

American Express (AMEX), Corporate Clients Management

• After college, I was drawn to HR roles but found that the entry-level pay didn’t align with my goals. I pivoted to customer service at AMEX, where I spent several years working with corporate cards, specifically servicing expat clients in Singapore, including major corporations like Unilever, IBM, Mondelez, P&G, PWC and many more giant companies.
• My role in AMEX was highly client-focused, and it helped me develop exceptional soft skills, such as active listening and problem-solving. I consistently ranked as a top performer in customer satisfaction due to AMEX's rigorous standards for client service.
• I later moved into a project management role, collaborating with the tech team across from countries to handle corporate accounts. This role taught me to navigate time zone differences and manage cross-functional teams effectively.
• I was then promoted to Corporate Credit Analyst, where I analysed accounts at risk of bad debt. I worked closely with clients to develop settlement plans, helping them avoid bankruptcy listings. This role gave me deep insights into financial analysis, risk management, and the importance of maintaining client trust during tough situations.

Shangri-La Group, Operations & Customer Service

• After AMEX, I transitioned to the hospitality industry, joining Shangri-La Group as a Customer Service Team Leader. 
• I led a 30-person team responsible for handling worldwide reservations across 99 hotels.
• My role involved managing backend operations and collaborating with travel agencies, ensuring that our customer service met Shangri-La's high standards. 
• I also trained new team members and implemented streamlined processes for smoother communication between departments.
• Working in hospitality gave me a new perspective on customer service, as the stakes were different from corporate cards. It required empathy, adaptability, and a keen understanding of cultural differences.

Ace Media Network (AMN), Media Agency

• In a major career shift, I joined AMN as a Key Account Executive, leaving behind my management title and corporate career to start over in digital marketing. This was a completely new field for me, but I was determined to succeed.
• Over the years, I’ve risen through the ranks and am now the Head of Accounts, overseeing campaigns for major clients like Carlsberg, Domino's, BMW, Nippon Paint, Wipro LDW, L'Oreal, and also servicing almost all big 4As agencies in Malaysia.
• My day-to-day is fast-paced, managing a hectic schedule with business directors, media planners, and publicists. 
• The agency world is challenging but rewarding, and I’ve learned the importance of maintaining strong client relationships while juggling multiple high-budget campaigns.

XiaoHongShu 小红书, Chinese Largest Social Community Platform 

• One of my main responsibilities at AMN is educating agencies and clients on the unique benefits of Xiao Hong Shu (XHS), a platform similar to Lemon8 but predominantly catering to a Chinese audience. 
• XHS is community-based and emphasises genuine reviews, making it a powerful tool for brand advocacy.
• I assist clients with getting verified, optimising advertisements, managing contents, and collaborating with KOC (Key Opinion Consumers) vendors. 
• I also provide insights on how to leverage XHS’s unique algorithms and keyword sensitivity to maximise engagement and brand reach.
• Since XHS operates differently from other platforms, my role involves educating clients on seeding and word-of-mouth strategies, which are equally effective as collaborating with celebrity influencers. 
• By partnering with XHS’s authorised representatives, I ensure that I stay updated on the latest trends and information, helping brands tap into this growing platform, not just in Malaysia but also in Singapore, Thailand, and other Southeast Asian markets.

Recovering from Medical Trauma

• Life-Altering Accident: In 2023, I experienced a severe bicycle accident that led to significant physical and emotional challenges. While riding downhill, I faced the decision to fall off the bike to avoid a potentially dangerous collision with oncoming traffic. This split-second choice marked the beginning of a difficult recovery journey.
• Physical Injuries: The accident resulted in muscle shutdown in my leg, leaving me unable to walk for two months. I underwent my first surgery and spent time in the ICU, which was both frightening and eye-opening.
• Facing the Unknown: Waking up alone in the hospital, bandaged and uncertain about my future, was a deeply impactful experience. It forced me to confront my fears and consider how I would navigate life post-injury.
• Consultation and Recovery: I consulted my plastic surgeon to understand the extent of my injuries. Fortunately, the reality was less severe than I initially feared, allowing me to approach my recovery with a more positive mindset.
• Commitment to Rehabilitation: I dedicated myself to physiotherapy for two months, working diligently to regain my mobility. This involved overcoming physical limitations and building strength and confidence in my leg again.
• Skincare and Healing: Post-surgery, I focused on taking care of my scars and skin. I used high-quality skincare products and protected my face from the sun, resulting in scars that are now barely noticeable. This attention to detail highlighted the importance of self-care in healing.
• Mindset Matters: Throughout this journey, I learned that mindset is crucial. I encouraged myself to face challenges head-on and maintain a positive outlook, which was vital in overcoming the emotional hurdles of recovery.
• Sharing My Story: I believe in the power of sharing experiences. By talking openly about my trauma and recovery, I hope to inspire others facing similar situations, showing them that resilience and healing are possible.
• Support and Community: Reconnecting with friends during my recovery provided a support network that was invaluable. Their encouragement and shared experiences helped me navigate the emotional ups and downs of healing.
• Moving Forward: Today, I focus on living a fulfilling life while cherishing each moment. My experiences have made me more empathetic and motivated to support others who are on their own healing journeys.

A Community Hero Since: 2024年10月15日