EILEEN LUI
A Journey Through My Career Pathway
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What I have accomplished thus far in my career path and what I am able to bring to the table moving forwards
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ME IN A NUTSHELL
Growing up in a lower-income home to Chinese parents in Malaysia, I was brought up to bring my fight with me on my journey. And fight I did to get to where I am today. I was a straight-A student from primary through to university, which is also how I got my scholarships to finish my diploma in communications and subsequently my degree in Australia. I guess, having cane-wielding educators as parents had effected that somewhat.
Over the past twenty-plus years of my career, I had taken numerous personality tests, some by HR and some on my own and all had come back pointing to me being an INFJ personality in the Myers-Briggs study. Admittedly, I am an introvert and my career started off behind-the-scenes in copywriting for an ad agency.
A little hurdle in my career saw me making a switch to account management where I was thoroughly unhappy at first. But my then supervisor told me "Writing isn't just about writing novels or ad copy. Writing can also be about writing strategies and business proposals." I switched my mindset from thereon and continuously sharpened my communications skills in the area of brand management, brand communications, campaign management and most importantly - strategic thinking and presentation skills.
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I never looked back. I am passionate about communications and have developed years of experience in this field. Paired with my experience in branding and strategic thinking in marketing, I have built my career as a communications specialist. And I believe that communications is not about what you say. It is about what other people understand.
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WHERE I'M AT CURRENTLY
I spent the last 10 years in Myanmar. Well, I am still here watching the Golden Land continue it's manifolds of changes from the quieter days of nothingness to the bustle of leap-frogging through everything. In my 10 years here, I have had the opportunity through the work that I do to have mentored and coached many a young and driven Myanmar people, from both the privileged and under-privileged backgrounds and I have groomed many future leaders in the field of brand marketing & communications. They say you're not a leader until you produce a leader who would produce another leader. I believe in that very much.
GROUP CORPORATE COMMUNICATIONS
CITY HOLDINGS LIMITED, MYANMAR
Currently still here, I continue to hone in on my communications expertise and helping the organization, including all the businesses within the group to develop crisis communications SOPs, particularly at the start of the Covid-19 pandemic, media engagement guidelines, digital transformation journey post Covid-19 and steered the group's internal and external communications
MARKETING COMMUNICATIONS CONSULTANTÂ
CITY MART HOLDINGS LIMITED
I helped build the marketing team for this business, and elevated their creativity, communications to customers, build their brand strategy portfolio as well as got them onboard digitally. Through great teamwork, I had the opportunity to witness the growth from 15 stores to over a 100 stores today, before I was seconded to group level.
HERE'S A BIT MORE DETAILS OF MY WORK EXPERIENCES
(long read warning!) Also haven't included any of my earlier beginning years in the ad agencies because I find they're no longer that relevant now. But I promise those were great growth and learning years for me.
December 2019 - Current
GROUP CORPORATE COMMUNICATIONS
CITY HOLDINGS LIMITED, MYANMAR
Consult the group in organization-wide communications and alignment between Group with six other different business sectors
Developed Media Engagement Guidelines, PR Guidelines, Social Media Communications Guidelines and Crisis Communications Guidelines and workflow for the Group and its sector businesses
Developed internal communications workflow and steered the organization towards single engagement platform for group-wide communications and streamline fragmented communications channels into one
Part of the group’s BCP Team for crisis communications during the Covid-19 period and worked with legal team to develop standardized communication template for all business sectors pertaining to Covid-19 communications – both internally and externally to ensure timely communications
Worked with IT team to launch a Digital Transformation Campaign organization-wide as part of the business recovery steps post Covid-19
Worked with the first trial of an agile team to champion the development of ChatBots for use in the retail business sector and subsequently to have this rolled out to other business sectors
Worked with third party agency to develop employee and customer on-going NPS study organization-wide, aligning with all B2C and B2B and developing a strategic approach for NPS across different business-type within the group
Consulted in the transfer of City Love & Hope Foundation from the retail business sector into group management as well as planning the same for Sustainability Planning for the group
Based on brand and MARCOMs experience and background, deployed to consult for other business sectors for their MARCOMs and brand communications needs and successfully launched campaigns and brands during the Covid-19 period for the B2B e-commerce platforms, F&B sector, property sector as well as distribution sector for the group
Day-to-day writing of media releases, social media contents, editor-in-chief for internal newsletter, Group CEO’s speeches and announcements, internal engagement contents, inspirational contents, etc (as my first love is still in writing)
July 2012 - December 2019Â
(seconded to group level)
BRAND & MARCOMS CONSULTANT
CITY MART HOLDINGS LIMITED, MYANMAR
Consult in brand and communication strategies for all the brands under City Mart Holding with focus on the 2 main brands (City Mart Supermarket and Ocean Supercenter)
Drive all digital communications and helped build an internal digital team as of 2013 till current
Shape up the Corporate Communications & PR internal team
Responsible to improve and build the marketing department in the areas of corporate communication, social media and online presence, media & PR, branding, events & promotions and creative designs
Streamlined the business’ CSR activities into a more strategic framework and helped launch the City Love & Hope Foundation in 2013 and subsequently worked with a third party consultant on the business’ sustainability goals, launching the first Sustainability Report in 2016
Propose new ideas / creative ideas to the team and monitor the implementation of these ideas
Propose new working SOPs, formats and templates to ensure smoother and better workflows and procedures within the marketing department as well as working with other departments
Part of the team working on the launch of the first loyalty app in country – City Rewards App and planned the launch campaign & communications
Part of the team working on the launch of the retail business’ e-commerce platform – City Mall Online and planned the launch of the platform as well as consulted on the on-going daily communications for the brand
Responsible for English-writing for press-releases, social media and online updates
July 2008 - July 2019 (where I subsequently sold my shares)
DIRECTOR
NUPTS & SUCH PTE. LTD, CAMBODIA
Expanded the Malaysian business into Cambodia.
In Cambodia, the business focus is on Event Management and Brand Activation
New Business Development
Keep close tab on company’s billings and daily on-going jobs
Close working relationship with internal team, suppliers and clients
Have 250 youths signed-up exclusively as Brand Activators under the company and responsible for developing training programmes in basic concepts of marketing communications to train these youths
Accounts include SCA (Cambodia Airports), Unilab (PH Care), Coca Cola, Samurai, HwangDBS Bank, Telekom Malaysia International (Hello) - on BTL events & promotions
March 2004 - July 2019
DIRECTOR
NUPTS & SUCH PTE LTD, MALAYSIA
Responsible for day-to-day operations of the company as well as the company’s marketing drive
New Business Development
Other responsibilities include event planning for existing and new clients
Keep close tab on company’s billings and daily on-going jobs
Close working relationship with internal departments, suppliers and clients
Events Clientele includes : Japan Tobacco, Promotional Campaigns Asia Limited, Tan Chong Motors, F & N Cola, MSC Ventures, Pricewaterhouse Coopers.
Also involved in charity fund-raising events for Mercy Malaysia and SECITA (Senior Citizens Association of Selangor and Federal Territory)
Launched a wedding magazine into the Malaysian market –Journeys For Two, together with the respective web portals (working in association with Weddings Malaysia). In charged of venue recommendations and advertising sales of the magazines (www.journeysfortwo.com). Also the Editor of the magazine.
Co-founded the Association of Wedding Professionals in Malaysia. The Association aims at providing stricter guidelines to govern the wedding industry in Malaysia so that the industry’s growth will be enhanced. Also work in tandem with the Ministry of Tourism Malaysia to sell Malaysia as the choice destination weddings location (www.awpmalaysia.org)
December 2002 - February 2004
CLIENT SERVICES DIRECTOR
MAI THANH ADVERTISING VIETNAM
Reports directly to the Managing Director
Responsible for developing training program and leading the Client Management team, in all aspects of full-service creative business solutions
Other responsibilities include strategic planning for both ATL and BTL work (for existing and new clients)
Keep close tab on agency’s billings and daily on-going jobs
Close working relationship with internal departments, suppliers and clients
Accounts include Intel (50% of time spent based on retainer fee by clients and co-ordinating all ATL localization and media efforts with Euro Regional), Air France (30% of time spent based on commission basis by clients and co-ordinating all ATL localization and media efforts as well as developing BTL promotions for local clients) , Unilever (Sunsilk Supermarket Hair Salon, Pond’s Cosmetic Launch), Kotex (KC Concert Opening/Closing), Mekong Project Development Fund – Business Edge Management Books, Nana Milk Powder, Gold Roast Vietnam (Instant Cereal and Ice Lemon Tea), - both ATL efforts and BTL events & promotions aside from developing new business opportunities
June 2001 - November 2002
ACCOUNT DIRECTOR
ADPEOPLE CAMBODIA / IMAC VIETNAM
In adpeople Cambodia :
Specifically requested by the Mild Seven client (Japan Tobacco International)
Responsible for launching the Mild Seven schematic strategy in Cambodia (Company Family Day, F1 Exploitations, New Thematic Brand Launch)
Further planning on launching of Salem into the Cambodian market
Responsibilities include heading the account management department, writing and presenting strategies for existing and new clients
Keep close tab on agency’s billings and daily on-going jobs
Close working relationship with internal departments, suppliers and clients
Other accounts include Cambodia Brewery Limited (Tiger Beer, Anchor Beer, ABC Stout, Crown Beer – ATL + Product Launches and Family Day) and Siemens mobile phones (Exhibitions), aside from developing new business opportunities
In IMAC Vietnam :
Requested by the Mild Seven client (Japan Tobacco International) to assist in the efforts of Mild Seven Full Flavour 20’s launch in the Vietnam domestic market
Strategizing the launch efforts of Mild Seven Lights for 2003 (World Cup Fever roadshow & promotions, F1 exploitations)
Agency responsibilities include setting-up and implementing agency workflow systems, liaising with government officials, liaising with internal departments as well as third party suppliers
Keeping close tab on agency’s billings, income and expenditure
New business development
"When You Learn, Teach. When You Get, Give"
Maya Angelou
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MY PASSION PROJECTS
Being an INFJ personality-type, I've come to realize that my true purpose is in helping those in need. Therefore, I commit myself into my passion projects, giving as much as I am receiving from it.
This video interview by BBC Myanmar sums up my true joy in giving. Watch here.
 SoyAi Myanmar |  SoyAi Myanmar |  Children of Tomorrow Myanmar |
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 Children of Tomorrow Myanmar |
SOYAI BY THE CHILDREN OF TOMORROW MYANMAR
Together with my husband, I started a Youth Centre where youths from different orphanages and homes in Myanmar came together on the weekends for extra-curricular activities such as art classes, computer classes, English classes, story-telling, and collaborated with other NGOs for these classes. After years of volunteering and donation, I decided to embark on a more sustainable means of helping the underprivileged youths change their lives positively. So as part of the self-sustainable mission, I launched the SoyAi social enterprise which produces soy milk and tofu and coached a team of youths from the different orphanages that we support to turn this into their own business. It was a huge learning curve for me and I almost found myself burning out after 2 years. However, the impact that SoyAi had done to these youths and the community had been worth it.
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SoyAi had won the ASEAN Impact Challenge in 2017 for Myanmar and had represented Myanmar in the finals in Kuala Lumpur, Malaysia and to date – SoyAi continues to employ youths from similar backgrounds and provide them with vocational training and business training and they continue to sell their soy milk and tofu across modern retail channels in Myanmar and have recently scaled up their home-delivery services due to Covid-19.
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Do take some time to watch these 3 video interviews I had with a media in Myanmar here, here and here.
 Panelist at the Digital Empathy : Reporting Like A Humanitarian" Media Workshop by the ICRC |  Digital Workshop for Unilever Myanmar |  Panelist at the One Championship One NXT Event on Sports Marketing |
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 Panelist at the International Women's Weekend Bazaar on Vocational Training for Women |  Digital Workshop at the ASEAN Women Social Enterprise Network |  MARCOMS & Digital Strategy Lecturer at Strategy First University |
 Panelist at the Women's Week International Women's Day by KBZ Bank on The Future Is Female |  Speaking on ZMOT at the Myanmar Retail Summit 2020 |
LECTURER, SPEAKER
This part of my passion naturally surprises many people, considering the fact that I am an introvert. However, I had taken years to sharpen my presentation skills and now putting them to great use.
I am a part-time lecturer at Strategy First University here in Myanmar, lecturing their ICM Advertising & CIM Digital Strategy classes for working adults. I am frequently invited to speak at various events and give workshops on digital communications to different brands and organizations. But I am most happy when I am participating in events that empowers others, particularly women. For, after all, the future is female.
 The Mobile Soup Movement |  Handing out care packages during Covid-19 to impacted communities |  Handing out care packages during Covid-19 to impacted communities |
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 Handing out care packages during Covid-19 to impacted communities |  Handing out care packages during Covid-19 to impacted communities |
THE MOBILE SOUP MOVEMENT
BECAUSE WHEN YOU GET, GIVE
I started the Mobile Soup Movement in 2015 where a portion of my monthly incomes goes into preparing 100 care packages with items such as dry ration and toiletries every month to be given away to the poor and the homeless. It is my way of giving back to the community. At the height of the Covid-19 pandemic where many lost their source of income and families were impacted, we moved to home in on these communities with our care packages. And at a later stage, I made sure the communities were receiving rations & food that were bought from local communities in order to keep the economy churning, no matter how little.
 YOMA Marathon Jan 2020 |  Bangkok Triathlon |  Team Triathlon to Gunsan, Korea sponsored by F&N 100Plus |
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 The #FitFam |  Samsung Galaxy Influencer Partnership (2017-current) |  Diploma in Sports Nutrition |
SPORTS IS LIFE
I am an avid believer that sports builds stronger mental mindsets. I am a competitive triathlete and have participated in races since 2006 till 2019. Proudly, despite this being more of a passion than a career, I have maintained my Top 10 position throughout the years. I feel triathlon is a great introverted sport whereby you are also challenged mentally when you've just finished a 2km swim and a 60km bike ride only to know you have another 10km of running to do. I am also Crossfit L2 certified and I train in MMA fight sports as well.
Being a certified fitness instructor, sports is also another avenue for me to empower people and inspire them to use the platform as a tool for sharpening mental strength. I have trained and coached teams for triathlons and still conduct online coaching with a group of girls.
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Someone's achievement in sports can show their tenacity and willpower. It will also show their commitment to walk the talk and their discipline in grinding without excuses. I take the same commitment and discipline I have with sports into all other aspects of my life.
Took an interesting soft-skills evaluation with Good & Co. and when you answer questions honestly, the results can be pretty on point!
BEING A LEADER
My leadership style is pretty straightforward. I am a very transparent person and being an introvert, I avoid the pretense of niceties. I may come across as too headstrong but my only goal is to get the job done, and get it done well. I encourage and empower my teams to challenge me or the status quo.
The only way we can grow is by listening and learning together. After all, teamwork makes the dream work. As a leader, I am very much invested in the growth of the teams under my wings. My biggest joy comes from watching them grow and watching them produce other leaders. For then, I know my job is done.
PLANNING, PLANNING, PLANNING!
I am meticulous when it comes to planning and organizing details, be it an implementation plan for content marketing or events. It may seem a bit OCD of me, but I promise you, it's not. Good planning and good organization skills just makes good sense. I mean, who wants to function akin to a "headless chicken"?
The same as me empowering my teams and holding them accountable and responsible for outcomes, I always work better when I am myself being empowered and held accountable for key project outcomes too. Nobody goes to work everyday saying "Hi, I love being micro-managed!"
IMAGINATIVE, CREATIVE, COMMUNICATIVE
Whilst I am imaginative, I am also trained to be investigative, always asking the universally annoying question of "why". Understanding the "why" helps us do better in a lot of things.
Being a highly-skilled communications specialist, I am however extremely uncomfortable when being served with ambiguity. Admittedly, I do not function well when not given a clear direction or a brief. Ambiguity does not bode well for organizations looking at driving their teams towards the success pit.
Making news since the day I was born....
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CARE TO CHAT?
If you had actually read this long-written journey of mine thus far, we are possibly on the same wavelength. If so, I'd be more than happy to chat! Reach me on any of the social media platforms in the icon tabs above or simply drop me an email.
