CURRICULUM VITAE

Karen Hew

Name : Karen Hew Siew Ling

Date Of Birth : 7th April 1974

Age : 41 years

Education : Bachelor of Economics, Major in Business Administration,

UNIVERSITY MALAYA (FIRST CLASS HONS.)

WINNER OF UNIVERSITY BOOK PRIZE

Language Proficiency : English and Bahasa Malaysia (written and spoken)

Mandarin, Cantonese and Hokkien (spoken)

Contact : 012 – 486 7327 (Mobile no.) linked in: karenhew

Email : karenhew1@gmail.com

Professional Experience

October 2017 to current

Associate
Standard FA
Petaling Jaya

Joining the company as an ASSOCIATE with the aim of getting the RFP Capstone licence to be a
Registered Financial Planner

May 2012 to December 2015

General Manager
Mortgage Business Division
PFS, Hong Leong Bank,

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

Key Achievements to date

 Successfully turnaround the declining market share in March 2015 after merger
 Residential growth +15% vs industry of +13%; strong mortgage growth led to overall retail
loan growth vs Public Bank, a 1st in Hong Leong history
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Karen Hew
 Slowed down the declining new to bank yield without sacrificing on new sales growth; YOY
+10% growth and yield only dropped by 2bps by implementing pricing segmentation,
product differentiation strategy and improving sales training
 Reduced portfolio yield erosion through implementing yield management for existing
portfolio, reduce attrition and holding NTB yield

 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.

August 2011 to April 2012

Senior Vice President
Home Financing Head
Al Rajhi Retail Bank

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.

Key Achievements to date

 Turnaround the business performance and achieved Business KRA
 Improved sales productivity and performance
 Sales past 6 months improved by more than 200% compared to previous year
 On going process improvement that resulted in faster turnaround time in project
empanelments, financing approvals to disbursement

April 2009 to July 2011

Training and Consultancy
Marketing, Customer Service and Personal Branding
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Karen Hew

Own business. Leveraged on marketing and business experience to train and consult SMEs on
areas on marketing, customer service and personal branding.

September 2008 to March 2009

Marketing Manager
Beauty Franchise
Johnson & Johnson Malaysia

Summary of Responsibilities and Achievement

 Lead, drive and manage Neutrogena and Clean & Clear brands for Johnson & Johnson
 Reversed the declining month on month cleanser market share trend of Clean & Clear.
 Achieved the No 3 position and the highest cleanser market share since 2005 for Clean &
Clear in February 2009

Citibank Berhad (Kuala Lumpur)

March 2008 – June 2008

Head of Marketing, Product Management and National Telemarketing Head
Vice President, Mortgages

March 2007 – March 2008

Head of Marketing, Product Management and Central Region Direct Sales Head
Vice President, Mortgages

March 2004 – February 2007

Head of Marketing and Product Management
Vice President, Mortgages

March 2003 to February 2004

Senior Product & Marketing Manager
Assistant Vice President, Mortgages

October 2001 to February 2003

Product & Marketing Manager, Mortgages

April – September 2001

Product & Marketing Manager, Credit Card Marketing

Citibank Mortgages:

Summary of responsibilities and achievements as Sales and Marketing Head:

 Lead, drive and manage both Citibank mortgage marketing and sales team towards the
attainment of the established sales, market share, revenue and profit goals and brand health
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Karen Hew
 Accountable for Revenue, EBIT and ROTA numbers, market share and annual marketing
plan.
 Headed telemarketing sales team and tasked to stabilize the team, improved call productivity
and sales efficiency.
 Headed Central Region Direct Sales comprising of 12 sales managers and 120 sales force.
Improved
 Leading marketing and product management team comprising of 5 product managers

Marketing Head Responsibilities

 Lead and drive Annual Marketing Plan that includes formulating business, brand, customer
segment and product strategies. Lead all aspects of marketing and product management:
- - New Product Development, market research and product enhancement for Citibank
– Market and Customer Segmentation
– Product Pricing and Promotion strategy development and targeting
– Branding and acquisition activities
– Drive above-the-line advertising development and below-the-line support, including
events, roadshows, affinity program, direct mail marketing, cross-sell activities, customer
loyalty and referral program
– Public relations
– Streamline processes and system support for Citibank Mortgage activities

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

Pfizer Berhad (Penang)

November 2000 to April 2001
Pharmaceutical Sales Consultant

Summary of responsibilities and achievements:

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Karen Hew
 Built customer base and manage/deepen customer relationship towards the attainment of set
sales target
 Consistently exceeded sales target from day one on the job

Fraser & Neave Limited (Singapore)

Year 1999 – 2000
Product Manager, Magnolia Ice Cream

Summary of responsibilities and achievements:

 Drive and manage Magnolia Ice-Cream business to achieve volume, market share and profit
goals. Accountable for an annual marketing budget of RM1 million.
 Achieved 1st ever position in market share for F&N Magnolia ice cream in Singapore.
 Developed the 1st ever ice creamathon contest in Singapore; driving massive word of mouth,
press coverage and 6,000 crowd turnout

 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

Procter & Gamble (Singapore)

Year 1998 – 1999
Assistant Brand Manager, Pampers

Summary of responsibilities and achievements:

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Karen Hew
Assist in driving and managing the Pampers business in both Malaysia and Singapore in
achieving volume, market share and profit targets for Pampers brand.

 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

– Responsible for above-the-line advertising support and below-the-line support in trade

activities
– Assisted in pricing strategy
– Assist in trade pricing planning
– Sales force product training
– Manage marketing budget

 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