Reading, Writing, Traveling, Fitness, Food, Coffee, Trends, Brands
Kelvin Hong
Passionate Marketer & Brand Builder
Jakarta Barat, Indonesia
Summary
Passionate brand builder and marketer, with over 20 years of solid strategic marketing leadership, with a multitude of multi-nationals spanning different FMCG and F&B industries such as skin care/cosmetics, food, personal care, household care, retail and quick service restaurants. Proven track record of accomplishment in operations, offline and online product/idea generation, out-of-box creative executions and social/digital marketing to build revenue and profits. Thrives on challenges within unknown variables and environment. Strong Regional experience with specific focus in Indochina and SEA, namely Malaysia, Singapore, Myanmar, Thailand, Philippines and Indonesia. Part of Leadership and start-up team for KFC Myanmar market entry. Recipient of past YUM! Asia Awards on Best Marketing in region several years in a row. Recently won Best Digital Campaign for Year 2024 helmed by QSR Media Awards in Singapore, a competition held at Regional Level. Strong business acumen, operations and leadership skills, plus a mentor cum coach.
Overview
28
28
years of professional experience
5
5
Languages
7
7
years of post-secondary education
Work History
Director, Marketing & Communications
A&W International
9 2019 - Current
- Currently leads and directs the Regional Marketing for A&W International which covers Malaysia, Singapore, Thailand, Indonesia and Japan
- Sets-up a Marketing RoadMap for the region, including best brand practices, both offline and online and establishes brand management tools for the markets to adopt
- Provides coaching and support to the Regional Markets including running Marketing workshops as well as sharing best cross-country practices
- Manages full set of P&L including gross profit and EBIDTA management on a regional level
- In parallel, also sits as Chief Marketing Officer for the Indonesian local market and as such, is responsible for driving the local Marketing Calendar as well as brand communications, 18-months rolling Innovations and Digital Marketing within Indonesia
- Headcount sits within international office in Singapore, however, due to the matrix set-up, currently based out of Jakarta, Indonesia to support largest franchisee with regional travel involved to support other markets
- Also double up as Marketing lead for coffee chain of cafes under franchise agreement from USA marketed under the brand BIGGBY Coffee (1st market out of the States for this Michigan based coffee brand)
- Role covers menu development, beverage promotions, social media (e.g
- IG and Tik Tok), store development and expansion as well as public relations cum communications.
Marketing Director - Group F&B
KFC Myanmar
01.2017 - 06.2019
- Develop strategic marketing plans for KFC Myanmar including new product innovations, pricing, menu optimization, calendar management, promotions as well as new store development
- Manages in conjunction with global and regional suppliers an 18-month rolling Calendar of Innovations for the market
- Double-up as Marketing Lead for Auntie Anne’s Pretzels, franchise from States
- Responsible for Advertising and Promotional planning and expenditures
- Manages full set of P&L including gross profit and EBIDTA management
- Coaching and mentoring on KFC Myanmar budding young talents.
Head of Marketing & Branding
Capital Retail Diamond Group (CDSG)
03.2015 - 01.2017
- Manages all advertising and promotional activities for the entire Retail Cluster (includes hypermarkets, supermarkets and convenience stores); which includes weekly shout-outs and promotions, brand campaigns and/or events that tie into seasonal festivities
- Recommends merchandising guidelines together with Merchandising team on product range including SKUs optimization
- Works with Mall Teams to identify strategic tenants within the Retail Group to drive overall mall traffic and profitability
- Heads and coaches total staff strength of around 16 people.
General Manager, Head of Marketing
KFC Holdings Malaysia Sdn Bhd
12.2011 - 02.2015
- Manages KFC brand for total Malaysia, revenue in excess of MYR 2.0 billion
- Runs marketing program for over 600 shops in Malaysia to drive sales via operation team
- Provide strategic brand and marketing directions to grow market share and top of mind
- Responsible for 18-months rolling calendar including budget management, advertising, promotions and product innovation
- Coaches and heads total marketing unit with a team of 15 staff
- Full Profit and Loss management responsibility.
Head of Marketing
Tohtonku Sdn Bhd
12.2010 - 12.2011
- Manages a full portfolio of home-grown brands in excess of RM100million turnover
- Heads and coaches total marketing business unit with a team of 10 staff
- Provide strategic brand and marketing directions to grow market share and top of mind
- Full Profit and Loss responsibility.
Regional Marketing Manager
Sara Lee South East Asia
01.2007 - 11.2010
- Support Regional Vice President, Personal Care to formulate and lead short- and long-term strategies to drive net sales value (+50mio Euro) and profitability within the APAC region via management of key personal care categories
- Brands handled include Brylcreem, Master and Block & White, Monsavon, Zwitsal and Radox (to name a few).
Marketing Manager
Kimberly Clark Trading (M) Sdn Bhd
02.2002 - 12.2006
- Formulates and implements the Malaysian/Singapore business plans (last managed Category in Fem Pads division) to achieve annual corporate volume of over USD26 million Net sales with an operating profit of over USD 8.0 million on portfolios held
- Manages an annual advertising and promotion budget in excess of USD3.0 million.
Brand Manager
Nestle Food Products (M) Sdn Bhd
01.2001 - 01.2002
- Develops strategically sound marketing/brand plans and recommends new business Opportunities to achieve and exceed sales/share of market for assigned categories
- Launched many new products under kids’/adults’ categories and take-home tubs including “Milo Stick”, “Frubetta”, “Kitty Wonder Cups” and “MatKool/Drumstick” extensions, which improved topline sales.
Management Trainee to Asst. Brand Manager
Philip Morris Malaysia
12.1995 - 12.2000
- Summary of exposure include key areas of Sales and Distribution / Product Management / Advertising & Promotions / Campaign management Research & Analysis.
Education
TEFL Level 5 Teaching Certificate -
The TEFL Academy
Melbourne, Australia 07.2021 - 02.2022
Postgraduate in Management Studies - Management
Universitas 21
Singapore 01.2007 - 12.2008
BBA - Economics And Finance
RMIT University
Melbourne, Australia 01.1991 - 12.1995
Skills
Strategic Marketing
undefinedQualifications & Training
Management Studies, Universitas 21 Global (Singapore), Business with Distinction, RMIT University, Melbourne, Australia, Victoria Institution, Malaysia, Neuro Linguistic Programming, Level 5 (Teaching of English as Foreign Language), Amazon Online Sales, English/Malay/Bahasa Indonesia/Mandarin/Cantonese/Chinese/basic Japanese, Krepnor Tregor, Jack Trout, 7-Habits, etc.
Accomplishments
* Recently awarded Best Digital Initiative Campaign for A&W Indonesia at QSR Media Asia Awards April 2024, held in Singapore; a competition at Regional level for best-of-the best QSR works.
KFC Malaysia
· Rebuild brand share from 36% SOM to 50% SOM by Quarter 4, 2016 (tracked by ACNielsen)
· Revolutionize social and digital tools to grow fan base (No.1 highest engaged fan page in Malaysia with over 1.8million fans – Year 2015)
· Recipient of YUM! Global PR Award, Q2, 2012
· Recipient of YUM! Asia Award, Quarter 1, 2013 / Quarter 4, 2013
· Best ASIA Marketing Team 2013
· Best ASIA Marketing Excellence Award 2013
· Rolled out KFC Delivery and online ordering platform for the first time in 2014.
· Established KFC within the Digital Space in 2 years in a time when the digital arena was just beginning its boom
· Consistently maintained brand’s Top of Mind within the QSR space during leadership years
Interests
Timeline
TEFL Level 5 Teaching Certificate -
The TEFL Academy
07.2021 - 02.2022
Marketing Director - Group F&B
KFC Myanmar
01.2017 - 06.2019
Head of Marketing & Branding
Capital Retail Diamond Group (CDSG)
03.2015 - 01.2017
General Manager, Head of Marketing
KFC Holdings Malaysia Sdn Bhd
12.2011 - 02.2015
Head of Marketing
Tohtonku Sdn Bhd
12.2010 - 12.2011
Postgraduate in Management Studies - Management
Universitas 21
01.2007 - 12.2008
Regional Marketing Manager
Sara Lee South East Asia
01.2007 - 11.2010
Marketing Manager
Kimberly Clark Trading (M) Sdn Bhd
02.2002 - 12.2006
Brand Manager
Nestle Food Products (M) Sdn Bhd
01.2001 - 01.2002
Management Trainee to Asst. Brand Manager
Philip Morris Malaysia
12.1995 - 12.2000
BBA - Economics And Finance
RMIT University
01.1991 - 12.1995
Director, Marketing & Communications
A&W International
9 2019 - Current
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