Fanny Lim has over 14 years of experience in retail marketing and business development. She has a track record of successfully executing marketing strategies and promotions for various companies. Her expertise includes marketing planning, branding, event planning, and negotiating with shopping malls. Her past roles include Manager of Brand Communications and Marketing/Business Development, where she led marketing efforts and helped companies expand their retail operations. She is skilled in areas such as marketing analytics, product positioning, and stakeholder relationship management.

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No.1, Jalan Puri 1/1,
Damai Puri,
LIM BEE TENG, FANNY 52100 Kuala Lumpur
fanny_lim55@yahoo.com 012-292 7655(mobile)
MARKETING PROFESSIONAL
With special expertise in Retails Marketing & Business Development
(shopping centres and departmental stores)
PROFESSIONAL PROFILE
Performance driven and result oriented retail marketing professional with more than 14 years of
hands on experience in Marketing, business planning and A&P promotions couple with strong market
knowledge in boosting company revenue. Possess excellent interpersonal and public relations skills with
strong relationship with major shopping malls and departmental stores management. Adept in working
within a fast paced and demanding environment to achieve bottom-line results. Core expertise includes:
 A&P Implementation ●Business Partner Relations ●Branding
 Creative Merchandising Displays ●Event Planning
●Layout Concept ●Location Feasibility Survey ●Manpower Coordination ●Market Share
Marketing Strategies ●Market Expansion ●Outlet Marketing ●Product Positioning ●Product Pricing
Product Sourcing ●Promotion Road Shows ●Problem Solving
KEY CONTRIBUTIONS
 Successfully strategized and executed marketing plans for “Mothers’ Day” road show promotions
generating RM1.8Million in sales from 5 key locations within a space of 10 days. (2009 – 2011)
 Successfully planned and organized a warehouse sale within 3 days of receiving directive from the
management which include securing a strategic location in a major shopping mall; product filter,
touch-up and repair; layout confirmation and approval; logistics arrangements; A&P implementation
for media buy, bunting designs and license application; and manpower planning, generating a record
breaking RM350,000 in sales. (End of 2010)
 Managed to negotiate and convince 1Utama Shopping Centre in retaining OSIM as the sole
Massage Product sponsor during the “Megasales” campaign for 3 consecutive years, resulting in
increased market share. (2008 – 2010)
 Successfully negotiated with major shopping malls in product contra arrangements for space rental
instead of paying money resulting in high value savings. (2010)

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PROFESSIONAL EXPERIENCE
Anakku (M) Sdn Bhd Jan 2014 – June 2015
Manager, Brand Communications
 Leading development of the branding and A&P Strategy to achieve defined business objectives across
all product categories.
 Evaluate effectiveness all campaign, A&P, CSR Program and event.
 Liaise with partner and merchant for partnership and join promotion.
 Involve all the design concept of the promotional materials and maintains contacts with all channel in
order to supervise all promotional activities.
 Lead and development of the branding and A&P Strategy to achieve defined business objectives
across all product categories.
 Ensure all in-store communication channels able to communicate with customers and achieve
company guideline and standard.
 Contribute to the company’s goals and objectives and improve market share, customer satisfaction
and productivity performance.
 Establishing branding strategies and implementing the associated plans.
 Plan and execute all the reward program and activity for loyalty customers.
 Plan and implement all ATL, BTL, A&P and Social media activity for all channels.
 Working closely all channel to provide category and shopper insights to drive performance.
 Putting in place, monitor and improve processes to link all Marketing activities with channel.
 Working closely with frontline to provide category and shopper insights to drive performance.
iFamily Experience Store Sdn. Bhd. ●Dec 2011 – June 2013
Manager, Marketing/Business Development Department
 Lead and develop marketing plan in ensuring sustainable growth of the company.
 Responsible in strategizing the expansion plans of the retail outlets from 2 to 6 in 2012 (Burwood and
Ranwick Sydney, Austria; Sunway Pyramid, Malaysia and Plaza Singapura, Singapore) with another 4
more outlets scheduled to open by 2014 – KLIA 2, Klang Valley-The Strand, Johor & Penang.
 Conduct feasibility study at strategic location while secure the location upon matching the set criteria.
 Set and implement marketing plan in retails outlet operation, tenancy agreement, outlets renovation
in accordance to concept and layout, merchandising and inventory control as well as promotions.
 Plan and execute road-show activities while conceive promotion concepts and layout set up focusing
on creative display of merchandise to enhance visual POP in boosting revenue.
 Carry out exit planning while negotiate with shopping mall management in closing non-profitable
outlet.
 Constantly looking for opportunities to capture larger market share through effective networking –
outlets at shopping mall, consignment counter and telecom service centres.
 Liaise with shopping mall management in carrying out joint promotion of products and merchandise.
 Constantly maintain excellent business relationship with all business partners.
 Conceive and develop effective product positioning in the market while conduct new product
sourcing to support outlet performance.

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OSIM (M) Sdn. Bhd. ●Apr 2006 – Nov 2011
Assistant Manager, Business Development Department 2010 – 2011
Marketing Executive 2008 – 2010
PR & Event Executive 2006 – 2007
 Assisted the head of department in establishing and developing market strategies, marketing plans as
well as setting product prices in achieving targeted market positioning.
 Identified and established multiple business channels in capturing larger market share through
effective networking – retails outlet, departmental store counter and promotion road-show.
 Carried out market analysis to ensure promotional activities are ahead of the competition.
 Surveyed and secured strategic location (retails outlet, departmental store counter and road-show
locations) in sustaining company bottom line results.
 Carried out negotiations with shopping mall and departmental store management in securing best
package in rental, commission and other terms for the set locations.
 Ensured continuous networking efforts in further strengthening the working relationship with
business channels.
 Identified and closed down non-profitable outlets while negotiated with shopping mall and
departmental store management in mitigating the financial impact.
 Constantly ensured design and concept for store counter and road show layout are aligned to
corporate guidelines in branding, cooperate identity and customer experience.
 Conceived and planned PR events and activities for the marketing team to execute in enhancing
bottom line results.
EARLY CAREER HISTORY
In-Comix S/B ●Jul. 2002 – Mar. 2006
A&P Executive
• Plan, coordinate and implement all Advertising and Promotion activities – product launches, joint
promotion, press conference, road-show, trade fair, promo tours.
• Work closely with the sales & marketing on new product launches and nationwide promotions
• To establish rapport with press/media and its reporters, in particular, for opportunities to
promote the company’s latest products, promotion and activities.
• Produce and execute A&P activities for all store according to plan and strategies.
• Participate in events, road show, marketing and PR activities by working with various
departments and provide necessary support to achieve goals and targets.
• Work with the appointed advertising agencies and other suppliers on all advertising programmes
and artwork design to ensure cost-effectiveness at all times.
• Sourcing, ordering, and monitoring of stock count of marketing materials, merchandise items, gift
and complimentary vouchers.
• Assist in developing A&P materials and ensuring that these materials are allocated to, displayed in
and dismantled from all outlets on schedule.
• Preparation of advertising and promotion material and marketing collateral to increase sales and
create brand awareness.
• Compilation of market information.
ToDay Communications Retails Store ●Apr. 1999 – Jun. 2001
Shop Supervisor

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• Oversees the operation of a retail store and performs duties to ensure its smooth operation as
required.
• Orients, trains, schedules, monitors, evaluates and provides direction to store staff and volunteers;
complete timesheets and attendance records.
• Maintains or changes product displays including those required for periodic sale events.
• Performs product inventory in accordance with established policies and maintains related records.
• Prepares and makes bank deposits; maintains financial records such as the daily journal.
• Maintains the cleanliness of the store by ensuring that maintenance duties are completed and by
performing duties such as cleaning windows, sweeping floors and dusting product shelves as
required.
• Supervise and motivate the team of retail staff.
• Supervise a retail organization's staff, meet customer needs and plan and coordinate sales,
merchandising and budgeting.
• Maintains store staff by recruiting, selecting, orienting, and training employees.
• To supervise the cash control, in conjunction with colleagues, to ensure the highest levels of
security, both for the company and it’s employees
• Maintains operations by initiating, coordinating, and enforcing program, operational, and
personnel policies and procedures.
• Handle all administrative work in the sales aspects, including customer relationship management,
enquiries, warranty, payment, order, etc.
• Maintain a strong knowledge for all staff the products, accessories, pricing, promotions, service
features.
• To agree stock levels with the retail manager and ensure that we remain within the agreed levels
of stock, monitoring “slow moving” stock and manage/act in a timely and effective manner.
• Monitor daily sales and manage movement of stock onto shelves.
• Sourcing, negotiating and purchase product of best quality and price to meet customers'
requirements and estimate values according to knowledge of market price.
• Identify, qualify and evaluate potential suppliers to ensure suitability and cost effectiveness of
purchase.
• Abreast of current merchandise on customer needs and requirements as well as competitors’
performance on each category of products.
• Control price alteration and monitor stock turnover level.
• Base of Market and customers needed to plan and execution the marketing and promotion plan
• Abreast of current merchandise on customer needs and requirements as well as competitors’
performance on each category of products.
• Control price alteration and monitor stock turnover level.
• Base of Market and customers needed to plan and execution the marketing and promotion plan
EDUCATION & CONTINUOUS DEVELOPMENT
Diploma in Mass Communication, Academy Kewartawanan & Informasi Taima
Course for Human Relations, Modern Chinese Literature, Chung Hwa Correspondence School
Democracy & Legal System, Advertising Technique, Chung Hwa Correspondence School
SKILLS & CORE VALUES

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MS Office
Excellent English ●Excellent Mandarin ●Malay ●Cantonese ●Hokkien
Achievement Oriented ●Ambitious ●Assertive ●Cautious ●Creative ●Determined ●Diplomatic
Effective Communication ●Flexible ●Independent
Others Experience
- Event organizer of ‘Tiger Beers Charity Concern’ (1994 till 1996).
- Freelance event organizer of Corporate Event, Wedding & Annual Dinner (2000 till 2006).
- Event organizer of Former Prime Minister – Tun Dr. Mahathir Farewell Function (2003).
- Event organizer of ‘The Lord Of The Rings’ Tenant Night at StarHill for JTI (Japan Tobacco
International) Company
- Event organizer of Oscar Movie Tenants Night for JTI Company (2005)
- Media & Customers appreciation Premium Movie Night For Movie Spider Man 2 (2005)
- Event organizer of 2005 FBI Workshop (Fashion, Beauty & Image Workshop) at Berjaya Times Square
Hotel. Invited speaker: Khooi Hui, Wang Chun Pin, Amber Chia, etc)
- Event organizer of Nanta Musical Show at Genting Highland, International Showroom (2005).
- PR & Event Executive on 2006 till 2008 at OSIM (M) Sdn Bhd.