Open to opportunities

See Yeng Yiow

@seeyengyiow

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Marketing and social media leader with 8 years driving multi-channel brand growth and data-backed ROI.

Malaysia

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What I'm looking for

I’m looking to lead consumer-first, multi-channel marketing—especially brand, social, and performance optimization—where I can drive ROI with insights and build communities. Remote-ready and open to relocation.

I’m a consumer-driven marketing professional with 8 years of experience delivering integrated, multi-channel brand strategies across global financial institutions, large-scale consumer events, and premium lifestyle brands. I bring ANZ market immersion from living, working, and consulting in New Zealand, and I’m a genuine consumer of premium brands.

I’ve led high-impact campaigns and performance outcomes—managed an 8-figure media budget at HSBC Malaysia, delivered 200% ROI on media spend, and reduced CPA by 30% through data-driven optimization. I build social-first communities, scale influencer and ambassador programmes, and turn consumer insights into compelling content—supported by tools like Google Analytics, Meta Ads, and SQL.

Experience

Work history, roles, and key accomplishments

Current

Marketing & Social Media Mgr

Current

Dirigo Events Sdn. Bhd.

Jun 2025 - Present (11 months)

Lead full-year brand and marketing strategy for large-scale consumer events, including the Kuala Lumpur Standard Chartered Marathon (43,000+ participants), to drive acquisition, engagement, and retention. Manage a multi-channel content calendar (digital, social, paid media, OOH) with 18M total reach and grow sponsor partnerships, brand collaborations, and influencer/ambassador programs.

Event Marketing Brand Strategy Social Media Management Marketing Calendar Paid Media Out Of Home (OOH)Influencer Partnerships Sponsorship Management Community Building

ANZ Market Immersion

New Zealand

Jul 2024 - Jan 2025 (6 months)

Worked in F&B hospitality roles across bakeries and restaurants to gain hands-on experience in the New Zealand food industry and consumer culture. Provided independent marketing and brand strategy consulting to local F&B businesses and startups, advising on digital presence, content, and footfall growth.

Hospitality Operations F&B Marketing Market Research Consumer Insights Content Strategy Footfall Growth Brand Consulting

Brand & Social Media Mgr

HSBC Malaysia

Jul 2023 - Jun 2024 (11 months)

Led HSBC 140th Anniversary end-to-end across B2C and B2B audiences (8-figure budget), including ATL/BTL, digital, and earned media; campaign won Kancil Awards 2024 Bronze. Managed HSBC BWF World Tour Malaysia brand presence and activations, and optimized integrated paid media across digital, paid social, OOH, and influencer channels to achieve up to 200% ROI on media spend.

Integrated Marketing Campaign Management Social Media Marketing Paid Media Optimization Agency Management OOH Influencer Marketing performance reporting

Brand & Insights Assistant Mgr

HSBC Malaysia

Jan 2021 - Jun 2023 (2 years 5 months)

Developed data-driven, integrated content strategies using consumer insights, market research, and real-time analytics. Procured and managed influencer and media partnerships to generate RM250,000 in earned media value via a CSR-led PR/influencer campaign, and built UGC, social listening, and crisis communications frameworks that improved responsiveness by 50% and reduced escalations by 80%.

Consumer Insights Content Strategy Influencer Partnerships Social Listening Crisis Communications Data & Analytics Performance Optimization

Founder & Operator

Online Dessert Brand

Jul 2020 - Jun 2022 (1 year 11 months)

Founded and operated a DTC online dessert brand end-to-end, including product development, content creation, paid social, community management, and last-mile delivery.

Product Development Content Creation Paid Social Community Management Last Mile Delivery Brand Building Campaign Execution

Assistant Digital Marketing Mgr

HSBC Malaysia

Jul 2019 - Dec 2020 (1 year 5 months)

Executed CRM and lifecycle marketing to improve customer lifetime value by 52%, reduce CPA by 30%, and increase app user retention by 27%. Led parts of the digital acquisition journey with regional/global teams and implemented process improvements that increased first-contact resolution by 60%.

CRM Lifecycle Marketing Customer Retention CPA Optimization Process Improvement Digital Marketing Analytics