Available to hire
I’m a creative turned strategist who started as a graphic designer in 2007 and evolved into an Email & CRM Marketing Specialist. I blend design instincts, hands-on HTML coding, and data-driven strategy to craft customer journeys that look great and perform.
As the main CRM lead at Wicked Wave, I oversaw lifecycle marketing for multiple in-house lifestyle brands and collaborated with global names like L’OCCITANE, Melvita, IKEA, Photobook Worldwide, and Uniqlo to raise email marketing game—building automations, optimizing content, and tracking results to continuously improve performance.
Experience Level
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
Language
English
Fluent
Malay
Fluent
Work Experience
Freelance Email Marketing Specialist at Various clients (L’OCCITANE, Melvita, IKEA Malaysia, Photobook Worldwide)
January 1, 2025 - October 21, 2025Acted as Freelance Email Marketing Specialist for clients including L’OCCITANE, Melvita, IKEA Malaysia, and Photobook Worldwide. Elevated content quality and storytelling, piloted automated journeys and improved open rates. Led the development of automated workflows and ensured consistency across campaigns.
Digital CRM Specialist at Wicked Wave Sdn Bhd
December 1, 2022 - October 21, 2025Main CRM lead overseeing email and lifecycle marketing for in-house brands YoloFoods, Ripcurl, Ana Tomy, Re[me]dy, L1vin, and Oh Sebenar. Designed automation workflows, tested engagement strategies, and built CRM guidelines and playbooks.
Senior CRM Marketing Executive at Photobook Worldwide
April 1, 2021 - October 21, 2025Managed data-driven lifecycle campaigns across global markets. Led welcome, win-back, post-purchase, retention, survey, and abandoned cart flows. Strengthened personalization strategies to increase engagement and conversion.
Senior CRM Designer at Photobook Worldwide
July 1, 2020 - October 21, 2025Designed and executed CRM and app email campaigns, merging creative visuals with lifecycle strategies. Developed personalization frameworks and improved customer journey design. Partnered with CRM managers and marketing leads to expand reach and performance.
Web Graphic Designer at Uniqlo Malaysia
July 1, 2017 - October 21, 2025OG who shaped Uniqlo Malaysia’s early eDM foundation, setting processes and standards that scaled with the brand. Managed end-to-end eDM workflow: content calendar planning, subject lines & snippet ideation, design, HTML coding, testing, and deployment. Applied storytelling-driven content and personalization strategies to strengthen engagement.
Graphic Designer at Lussonet.com (Farmount Group Sdn Bhd)
November 1, 2015 - October 21, 2025Designed daily EDMs and product visuals; managed product photography and creative shoots; supported the marketing team with content design for social media posts and digital campaigns.
Graphic Designer at IBUY Group Malaysia
November 1, 2014 - October 21, 2025Focused on creating visuals for Google Ads and Facebook Ads, supporting a fast-paced e-commerce environment. Produced campaign creatives across print and digital channels including newsletters, merchandise, presentations, and promotional ads. Collaborated with marketing and PR teams to execute creative ideas for contests, promotions, and campaigns.
Graphic Designer at Urban Surf Sdn Bhd (Quiksilver, Roxy, Paul Frank)
June 1, 2012 - October 21, 2025Championed the Roxy Girl contest, managing end-to-end execution — from designing the event booklet and photographing contestants to preparing on-site visuals for the event. Designed artwork for billboards, merchandise, and in-store promotional campaign materials, ensuring strong brand presence across campaigns. Coordinated with installers for seasonal in-store visual updates and managed mall permit approvals, ensuring timely and compliant rollouts. Supported booth and premium production, liaising with suppliers to deliver within budget and time constraints.
Graphic Designer at Poh Hing Li Marketing Sdn Bhd
August 1, 2011 - October 21, 2025Created product packaging and retail graphic materials across various marketing campaigns. Worked closely with clients to understand requirements and deliver design solutions aligned with brand identity. Coordinated with suppliers to ensure timely production of promotional items and printed collaterals.
Freelance Email Marketing Specialist at Freelance
January 1, 2025 - October 21, 2025Led freelance email marketing engagements for global brands, elevating content storytelling and engagement. For L’OCCITANE and Melvita, shaped automated journeys and onboarding sequences. For IKEA Malaysia, piloted the IKEA Family reactivation eDM campaign, boosting open rates from 9% to 12% within 3 months. At Photobook Worldwide, developed and deployed eDMs across global markets, setting up backend emails on ESP platforms and overseeing automated customer journeys to ensure consistency and effectiveness.
Digital CRM Specialist at Wicked Wave Sdn Bhd
December 1, 2022 - October 21, 2025Acted as the main CRM lead, overseeing email and lifecycle marketing for all in-house brands including YoloFoods, Ripcurl, Ana Tomy, Re[me]dy, L1vin, and Oh Sebenar. Designed and executed automation workflows to streamline communication and scale personalization. Improved engagement through A/B testing of subject lines, visuals, and messaging strategies. Built CRM guidelines and playbooks, ensuring consistency and best practices across brands.
Senior CRM Marketing Executive at Photobook Worldwide
April 1, 2021 - October 21, 2025Managed data-driven lifecycle campaigns across global markets. Led welcome, win-back, post-purchase, retention, survey, and abandoned cart flows. Strengthened personalization strategies to increase engagement and conversion.
Senior CRM Designer at Photobook Worldwide
July 1, 2020 - October 21, 2025Designed and executed CRM and app email campaigns, merging creative visuals with lifecycle strategies. Developed personalization frameworks and improved customer journey design. Partnered with CRM managers and marketing leads to expand reach and performance.
Web Graphic Designer at Uniqlo Malaysia
July 1, 2017 - October 21, 2025Shaped Uniqlo Malaysia's early eDM foundation, setting processes and standards that scaled with the brand. Managed the end-to-end eDM workflow: content calendar planning, subject lines & snippet ideation, design, HTML coding, testing, and deployment. Applied HTML coding for emails using Dreamweaver, ensuring pixel-perfect layouts and responsive execution. Monitored weekly results for both daily campaigns and early customer journeys, aligning content with KPIs and incorporating storytelling and personalization.
Graphic Designer at Lussonet.com (Farmount Group Sdn Bhd)
November 1, 2015 - October 21, 2025Designed daily EDMs and product visuals for different target audiences. Managed product photography and creative shoots, ensuring high-quality visuals for website banners. Supported marketing content for social media posts and digital campaigns.
Graphic Designer at IBUY Group Malaysia
November 1, 2014 - October 21, 2025Focused on creating visuals for Google Ads and Facebook Ads, supporting a fast-paced e-commerce environment. Produced campaign creatives across print and digital channels including newsletters, merchandise, presentations, and promotional ads. Collaborated with marketing and PR teams to execute creative ideas for contests, promotions, and campaigns.
Graphic Designer at Urban Surf Sdn Bhd (Quiksilver, Roxy, Paul Frank)
June 1, 2012 - October 21, 2025Championed the Roxy Girl contest, managing end-to-end execution — from designing the event booklet and photographing contestants to preparing on-site visuals for the event. Designed artwork for billboards, merchandise, and in-store promotional campaign materials, ensuring strong brand presence across campaigns. Coordinated with installers for seasonal in-store visual updates and managed mall permit approvals, ensuring timely and compliant rollouts. Supported booth and premium production, liaising with suppliers to deliver within budget and time constraints.
Graphic Designer at Poh Hing Li Marketing Sdn Bhd
August 1, 2011 - October 21, 2025Created product packaging and retail graphic materials across various marketing campaigns. Worked closely with clients to understand requirements and deliver design solutions aligned with brand identity. Coordinated with suppliers to ensure timely production of promotional items and printed collaterals.
Freelance Email Marketing Specialist at Freelance
January 1, 2025 - October 25, 2025Provided email marketing strategy, automation, and creative direction for global brands including L’OCCITANE, Melvita, IKEA Malaysia, Photobook Worldwide. Elevated content quality, implemented automated journeys, and optimized performance across ESP platforms.
Digital CRM Specialist at Wicked Wave Sdn Bhd
December 1, 2022 - October 25, 2025Acted as the main CRM lead for in-house brands (YoloFoods, Ripcurl, Ana Tomy, Re[me]dy, L1vin, Oh Sebenar). Designed automation workflows, conducted A/B testing on subject lines, visuals and messaging; built CRM guidelines and playbooks.
Senior CRM Marketing Executive at Photobook Worldwide
April 1, 2021 - October 25, 2025Managed data-driven lifecycle campaigns across global markets; led welcome, win-back, post-purchase, retention, survey, and abandoned cart flows; enhanced personalization to drive engagement and conversions.
Senior CRM Designer at Photobook Worldwide
July 1, 2020 - October 25, 2025Designed and executed CRM and app email campaigns, combining visuals with lifecycle strategies; developed personalization frameworks and improved customer journey design.
Web Graphic Designer at Uniqlo Malaysia
July 1, 2017 - October 25, 2025Shaped Uniqlo Malaysia’s early eDM foundation; managed end-to-end eDM workflow (content calendar, subject lines, HTML coding, testing, deployment); applied storytelling and personalization to improve engagement.
Graphic Designer at Lussonet.com (Farmount Group Sdn Bhd)
November 1, 2015 - October 25, 2025Designed daily EDMs and product visuals; managed product photography and creative shoots; supported marketing content across social media and digital campaigns.
Graphic Designer at IBUY Group Malaysia
November 1, 2014 - October 25, 2025Created visuals for Google Ads and Facebook Ads; produced campaign creatives for print and digital channels; collaborated on contests and promotions.
Graphic Designer at Urban Surf Sdn Bhd (Quiksilver, Roxy, Paul Frank)
June 1, 2012 - October 25, 2025Led the Roxy Girl contest end-to-end; designed event materials, billboards, merchandise, and in-store visuals; coordinated with installers and vendors.
Graphic Designer at Poh Hing Li Marketing Sdn Bhd
August 1, 2011 - October 25, 2025Created product packaging and retail graphic materials across campaigns; collaborated with clients to align with brand identity and production teams.
Education
Diploma in Graphic Design at Dasein Academy of Art
January 11, 2030 - January 1, 2007Diploma in Graphic Design at Dasein Academy of Art
January 11, 2030 - January 1, 2007Qualifications
Industry Experience
Retail, Media & Entertainment, Consumer Goods, Professional Services, Wholesale & Distribution, Software & Internet, Education
Experience Level
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
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