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.