Professional Documents
Culture Documents
Resume Karen Hew 2016
Resume Karen Hew 2016
Karen Hew
Age : 41 years
Email : karenhew1@gmail.com
Professional Experience
Joining the company as an ASSOCIATE with the aim of getting the RFP Capstone licence to be a
Registered Financial Planner
Business Head for Mortgage division. Responsible for the bank’s P&L and balance sheet for
Mortgages. Leading the product development, mortgage portfolio management , product
marketing, pricing management and channel management. Also responsible for overall sales
performance, productivity and cost efficiency
Reduce voluntary attrition by 15% and defended declining fee income due to new BNM
guideline on revision of holding period penalty
Disbursement improved YOY that helped to build loan base to RM54bn
Despite declining NIM due to rising COF and TLP, managed to defend CI ratio at 25% by
managing expenses and improving productivity at head office
Improved direct sales productivity and performance, +30% in FY1314 vs YA
Repositioning Hong Leong Bank as the preferred mortgage provider to compete on brand
promise, sales and service excellence for mortgages with new initiatives that are unique to
Hong Leong Bank
Led the company-wide implementation of Base Rate from regulatory engagements, system
and process changes and enhancements to communications on ground.
Home Financing Business Head. Responsible for the bank’s balance sheet for Home Financing
and financial performance f for the business. Leading the product development, mortgage
portfolio management & product marketing, end financing business development, branch Home
Financing sales and direct sales team.
Own business. Leveraged on marketing and business experience to train and consult SMEs on
areas on marketing, customer service and personal branding.
Citibank Mortgages:
Major Achievements
- Drive in more than RM5billion in sales per annum
- Achieved Citibank Mortgages as the Top Foreign Bank in the mortgage market
- Drove brand health to Top 2 position in 2003 and 2004, 2 points behind Maybank
- Launched Citibank FlexiHome Loan, bringing in RM1.2 billion in sales in 2 months
- Awarded best new product positioning for FlexiHome Loan in Citibank APAC convention
- Drove in more than 30,000 during the 3-month launch of FlexiHome Loan
- Defended sales performance, market share and business ROTA in the cut throat pricing
environment by focusing on value, leveraging on co-promotional campaigns and pricing
strategy by customer segmentation
- Stabilized sales team attrition by retaining key and senior performers through initiation of
direct sales scorecard performance and recognition system
- Doubled telemarketing call productivity and conversion rate
- Launched Malaysia’s 1st comprehensive mortgage and property portal that includes
developer, subsale and auction properties, and online loan conditional approval. This
portal is the 1st ever portal in the banking industry in Malaysia
Responsibilities
– Drive Annual Marketing Plan strategic planning
– Champion New Product Development for Magnolia Ice-Cream
– Develop product, branding and promotional strategies
– Manage market research, product research and testing
– Drive above-the-line advertising and below-the-line support, including roadshows,
consumer fairs, affinity program, trade support for high traffic outlets, traditional trade and
“Horeca”.
– Responsible for packaging development and pricing strategy
– Trade pricing planning
Major Achievements
- Relaunched Magnolia tub ice-cream and propelled Magnolia to the No 1 position in the
tub segment in year 2000, overtaking from Walls (Unilever)
- Conceptualised, planned and rolled out the Singapore 1st ‘Guinness World Book of
Record’ ice-creamathon event, attracted more than 6,000 participants
- Developed and rolled out the 1st trial and exchange program for a FMCG food based
industry; a one month long program across Singapore
- Rolled-out the re-branding for the Magnolia ice-cream
- Launched the entire range of Magnolia Tropical Sling
- Garnered the highest PR coverage in the National Children Fair in Suntec City, beating
major competitors like Walls and Nestle
Responsibilities
– Responsible for launching Pampers Premium in both Singapore and Malaysia
– Assisted in developing the point of market entry program in government hospitals in
Malaysia
– Assisted in market research and public relation activities
Major Achievements
- - Sustained the No 1 position in both the market share and volume share of Pampers
business in both Malaysia and Singapore
- Launched Pampers Premium (high-end segment) for both Malaysia and Singapore and
reversed the declining market trend of the premium diaper segment
- Responsible for all the-below-the-line activities for the re-launch of Pampers Comfort
- Assisted in the re-launch of Pampers Baby Dry
- Assisted in the revamp POME program in government hospitals and clinics