Marketing Director, Consultant and Speaker2018-07-30T12:35:21+00:00

Want To Grow Your Business?

I help you do that with
better marketing.

Find Out How

20+ years experience growing businesses
with effective digital marketing 
strategies & technology

Roberto Cumaraswamy
Roberto CumaraswamyMarketing Director & Consultant
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As a marketing director, consultant and speaker based in Kuala Lumpur, Malaysia, I can help you by bringing 20+ years of marketing experience to your business. Today.

Having held senior marketing roles at both major global companies & SMEs, across a range of industries, I combine both traditional brand & product marketing with the latest digital marketing techniques and tools. Think of me as your ‘CMO on-demand’ for your business.

 Here are some of the companies that i have helped grow over the years…

 By helping them plan, implement & evaluate the following key marketing functions…

Using the latest digital marketing tools such as…

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8 Ways

I Will Help Grow Your Business

  • EVALUATE YOUR BUSINESS MODEL: make sure that it is both profitable and scalable.
  • DEFINE TARGET CUSTOMERS: describe them and understand their pain points so that you can serve them better.
  • SOLVE THEIR PAIN POINT:  position your product/service so that it clearly solves your target customer’s pain point with a relevant and unique value. proposition (USP).
  • MEASURABLE MARKETING PLAN:  Develop clear objectives. Start by identifying what is working, what is not and what is missing. This will help reduce your cost per lead/sale.
  • REACH YOUR PROSPECTS: with a focused communication plan. Don’t try and do everything but rather focus on the most relevant and appropriate platforms for your business model and customers.
  • CAPTURE, TRACK, AUTOMATE: deploy the right digital marketing tools (CMS, marketing automation, email platform, etc) to start generating and converting leads in an efficient, effective and automated fashion. No point getting leads and then wasting them with inefficient systems.
  • OPTIMISE YOUR MARKETING: by testing different options (A/B testing) to identify the best performing campaigns (ads, landing pages, CTAs, etc) so that you can get the best ROI on marketing dollars. No opinions – just results!
  • DEPLOY THE RIGHT TEAM: to run your growth marketing efforts effectively. Give them adequate resources to continue generating new leads that they can convert into customers. Great results require effort from great people!
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6 Reasons

Why I Am Uniquely Qualified To Help You Grow Your Business

Here is what people who have
worked with me say…

Roberto is, without doubt, one of the smartest guys I have met. His consumer-oriented background together with his very quantitative analysis of situations gives him a unique vantage point. His straight shooting personality coupled with the above traits makes him someone I would want to work with any time any where.

Nickhil JakatdarNickhil Jakatdar, CEO, VUCLIP.com

Roberto is a person i trust to be working side by side since he is hard working, dedicated to his job and an asset to have with you. He is a person who thinks thru in different angles before recommending his views. He needs minimal supervision and can lead people to bring the best out of them.

Kevin HenryKevin Henry, Group Head of Data & VAS, INDOSAT

Roberto had the perfect profile to work in L’Oreal. He helped to bring an international flavor and ambiance to L’Oreal in Malaysia and succeeded in working across different hierarchical levels and cultures. He provided good directions to his team and was not one to back away from tough challenges.

Alvin Hew, Managing Director & Head of APAG Asia Pacific at The Abraaj Group

Roberto is one of the smartest Telco executives that I have had the pleasure to work with. I have found him to be very consumer-focused, action-oriented and quantitative in all scenarios. These traits coupled with his ability to drive a results-oriented culture with his team make him an absolute pleasure to work with.

Ashwin PuriAshwin Puri, Head of APAC, LiveRail at FACEBOOK

What set Roberto apart from other telco professionals is his ability to comprehend the trends and no-nonsense attitude in problem solving. He believes in what he does and willing to go the distance to see it succeed. He is thorough with strong quantitative analysis but also decisive, flexible and fast.

Andy Zain, Founder, Mountain Kejora Ventures, MigMe, The Founder Institute

Roberto is always a few steps ahead in his thought process. He is able to articulate clearly what he wants across the organisation…a key characteristics of a leader. His marketing & strategy skills were apparent when he created and managed the successful XPAX Youth program at CELCOM.

Vicks Kanagasingam, Vice President APAC, INTERSEC Group

I Can Grow Your Business

by helping you implement the following Growth Marketing principles.

Know Your Customers

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Customer Strategy

Have you clearly defined your various customer groups? Do you know what their pain points are? Do you understand what and how they seek for your kind of products? Is your product high or low involvement for them? I help you clearly answer those questions via a combination of consumer, competitive and digital research tools

Target Their Pain Point

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Product Positioning

If your product is not solving your prospect’s problems then you have no business. How does your offering help them beyond the obvious functional utility? Do you have a Unique Selling Proposition (USP) to create standout? I help you position your product towards your prospect for positive expectancy which leads to massive conversion.

Deploy The Right Tools & Team

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PLATFORM & TEAM STRATEGY

What tools & team do you need to run your growth strategy? With hundreds of digital tools out there – search engines, social networks, marketing automation – how do you decide what to use and what not to use? I help you decide and setup the right tools depending on your customers’and your needs – saving you time and money.

Convert Prospects into Leads

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Lead Capture Strategy

At the heart of growth marketing is increasing your lead capture success rate. I help you implement key elements (Hook, CTA, & Lead Magnet) to maximise your capture rate via split-testing different versions of those elements. This results in lower acquisition cost BEFORE you start spending money to advertise.

Optimise Sales Conversion

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Sales Strategy

Once you start generating leads how do you ensure the greatest number of them become actual paying customers?Depending on your business’sales process i help you optimize conversions via automated lead nurturing, online & offline follow-up & tracking, re-targetting and up-selling/cross-selling strategies.

Maximise Traffic To Grow

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Traffic Generation Strategy

Once your processes are optimised you need to feed your sales machine with massive traffic. But how? What promotional strategies should you use? How much can you spend on promo for each sale?  I help you decide and grow using digital ads, email/content marketing, social media, referrals & SEO.

About Me

I’m a passionate marketer with 20+ years of experience at a senior management level across range of industries like Education, Telco, FMCG, Cosmetics & Beauty, Consulting and Startups.

WHAT I DO
Primarily I build and lead marketing teams to grow a business through the effective use of modern marketing strategies. On the side I also act as a speaker and mentor on marketing and personal branding. 

MY MARKETING STYLE
I would best describe it as well-rounded. I combine the latest modern digital marketing practices with the timeless fundamentals of solid brand management to develop a customer focused, measurable and sustainable strategy that delivers growth.

WHAT MAKES ME A SUCCESSFUL MARKETER
I’m a multi-generational marketer. I blend the ‘test, measure, iterate’ style of digital marketing with ‘long term brand-build’ fundamentals.

I have extensive experience in the full marketing process – strategy, research, product development, pricing, sales distribution and merchandising, advertising, media, events, PR and digital marketing. 

TEAM MANAGEMENT STYLE
I have built and led marketing teams from 5 to 25 people and partnered with numerous agencies and marketing partners. Being open, honest and calling a spade a spade is what has helped me build trust and connection with my teams

MARKETING EXPERTISE
#Strategic Brand Marketing #Digital Transformation #Digital Marketing #Social Media Marketing #SEO #Inbound Marketing #Lead Generation #Marketing Automation #Analytics #Content Marketing #Consumer Insights #Product Marketing & Development #Communications & PR #Trade Marketing #Events Management #Youth Marketing.

Roberto Cumaraswamy (Marketing Consulting)
Kuala Lumpur, Malaysia             September 2014 –  Present             Marketing/Project Consultant

LUX ASIA: Developed and launched a digital sales team recruitment programme to replace traditional recruitment processes. This led to a 20x increase in qualified applicants with cost per applicant going down from Rp.205.766 to Rp.4.070 (-98%). The programme combined Facebook & Google ads (instead of newspapers) to generate applications via a custom-built landing page. Leads were then processed by a telemarketing team.

KFIT: Restructured the marketing team to focus on core functions and processes. This improved efficiency allowed for the development and launch of the Christmas acquisition drive campaign in a record 1-week deployment time.

CTOS: Setup up marketing function, systems and processes for B2B sales leads generation and conversion tracking. Multi-channel marketing campaign for top funnel lead generation, qualified via a two-step process for eventual sales calls. Over 1100 B2B sales leads generated in 3 months with 170 successful – a ROMI (Marketing Return on Investment) of 6.12x (RM6.12 revenue per RM1 marketing spend).

International Medical University (IMU Education Sdn Bhd)
Kuala Lumpur, Malaysia             February 2012 –  July 2014                               Marketing Director

Re-launched the main public website growing unique visits by over 50% in 2012.
Launched 5 new university websites including a first in country university news blog which IMU’s organic SEO presence.

Deployed a comprehensive customer focused enquiry system (Zendesk) and Inbound Marketing platform (HubSpot) manned by a newly formed team following pro-active CRM processes. This led to a +200% growth in enquiries received which led to +20% (2012) and +21% (2013) growth in student applications.

PT XL Axiata
Jakarta, Indonesia           October 2009 – October 2010       GM (Marketing – Mobile Data Services)

Launched a total of 21 new services/products ranging across Music, Games, Social Networking, Video and Messaging over 8 months – increasing product portfolio from 10 to 31 services.

Optimized core existing services such as Ring Back Tones and SMS Content which together with new services resulted in overall YOY revenue growth of +35% between 2009 – 2010, with September 2010 monthly revenue peaking at about USD8mil generated across 15mil unique users.

Celcom Axiata Berhad
KL, Malaysia             March 2007 – October 2009        GM Product Marketing (Prepaid/Youth)

Designed and launched Malaysia’s first prepaid plans (UOX/SOX) exclusive to 12-25 year olds. This entailed a fully integrated marketing campaign which netted over 800,000 new customers and RM80mil incremental revenue.

Re-launched Celcom’s entire range of consumer postpaid products based on the key insight of focusing on communicating price around discounts rather than absolute rates. This easier to understand format led to a +20% growth in the postpaid business within 12 months of launch.

I’m half Italian and half Malaysian. Born in KL (Malaysia) I then went on to live in Milan (Italy) and Exeter (England). This multi-cultural experience allows me to feel at home both in Asia as well as in Europe.

I have been living and working in KL, Malaysia since 1998, with a 2 years spent working in Jakarta (Indonesia).

I am fluent in English and Italian. I can fake my French by adding a few accents here and there!

Love: gaming (PC because that is real gaming!), F45, cooking Italian food and my ‘kids’ – Marmite the dog &  the cats, Jedi and MooMoo.

Hate: Durian (an Asian fruit), Brussel sprouts and anyone who tells me to eat less pasta – because “Gluten is so bad you know?!”

Ready To Start Growing Your Business?

If so then get in touch with me today!

Contact Me
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