CV_IP_2016
- 1. Isabela Pascu Kuala Lumpur, Malaysia +6 013 6131317 ▪ isa.pascu@hotmail.com CAREER PROFILE Established and successful professional with expertise in advertising and marketing for supporting sales of consumer products. History of continuous advancements to positions with greater responsibilities. Strong project management, organization, and multi-tasking abilities. Expertise in effective use of print, media, and social media marketing channels to create and deliver product message. Knowledgeable with regard to local, regional, and global marketing and branding strategies. Multilingual with fluency in German and English and basic skills in Malay and Romanian. Multicultural experiences support initiation and management of effective and professional relationships with leaders, peers, team members, vendors, suppliers, and clients. Proven ability to lead teams of up to eight professionals in the delivery of quality work product. Proficient in use of various office and business software tools. AREAS OF STRENGTH AND EXPERTISE Leadership Strategic Planning / Analysis Event Planning / Execution Relationship Management Marketing New Business Development Advertising New Product Introduction Budget Administration Project Management Branding Team Development PROFESSIONAL EXPERIENCE Volkswagen Group Malaysia Sdn Bhd 2011 to Present Marketing Director Create and lead execution of marketing strategies in support of branding and product communication to drive increased revenues and meet sales goals for both imported and locally- assembled cars. Design marketing and budget plans based on analysis of past consumer, media, and competitor data and current trends. Develop and utilize comprehensive media ecosystem ensuring marketing materials encourage vehicle-purchasing process of customers. Increase customer acquisition and retention through implementation of effective customer relationship management (CRM) programs. Influence marketing leaders of local dealers nationally to comply with corporate brand guidelines and business targets. Key Accomplishments: Increased brand awareness from 33% in 2011 to 46% in 2016 through execution of 10 brand events and numerous partnerships, sponsorships and product placement activities. Executed 15 successful model launches within five years with three per year average exceeding industry standard of one to two per year. Defined target audience, market positioning, and communication strategy for each launch. Introduced website portal for owners with options to register for monthly rewards and newsletters receipt. Converted 11% of owner database within six months with 6K registrants. Developed strategy for execution of 2011 Das Auto within five weeks of assuming Activation Manager role and exit of previous team members. Scheduled marketing events and negotiated sponsorships. Event attracted 800 invited guests over two days and more than 20K weekend visitors doubling goal of 10K visitors. Led campaign to launch the Beetle at 2012 Das Auto. Created and executed most shared social media campaign in Malaysia topping record of local telco provider. Grew Facebook page by 270% within one month. Generated 16K registrants for event with capacity for 6K visitors.
- 2. Isabela Pascu Resume, Page Two Mell Basics Sdn Bhd, Malaysia 2009 to 2011 Marketing and Business Development Manager Created eco-friendly fashion label design for use within Malaysian market by renowned Malaysian fashion designer. Identified and established relationships with new supplier pool. Liaised with international buyers, trade organizations, local media, and consumers. Key Accomplishments: Developed corporate and product branding strategies, product marketing materials, and pricing tactics. Launched successfully first fully-organic local fashion label in Malaysia. Brand retains pioneer status. Richard Mille Watches, Singapore 2007 to 2009 Marketing and Communications Manager Directed marketing and communications for brand throughout Singapore, Malaysia, Indonesia, and Thailand. Created and led annual marketing, public relations, and budgeting strategies for each market. Organized and executed private events for owner / designer and brand ambassadors such as Felipe Massa and Jackie Chan with regional buyers and media representatives. Coordinated product launches each quarter for regional media members and customers. Key Accomplishments: Led successful launches of four flagship stores located in Singapore, Malaysia, and Indonesia. Managed sponsorship project for two major events, Singapore F1 and Monsoon Cup Terengganu in 2006. Swiss Union Fine Watch Sdn Bhd 2005 to 2007 Assistant Marketing Manager Organized and facilitated boutique openings, in-house luxury brand product launches, and press conferences. Primary brands were Chaumet, Richard Mille, JCL, TAG Heuer and Roger Dubuis. Created and implemented individual marketing strategies for each in-house brand. Key Accomplishments: Planned and successfully executed four luxury brand launches – Chaumet, Richard Mille, Vertu, and Roger Dubuis – into the Malaysia market. EDUCATION AND TRAINING Academic Degree of Graduate Business Manager, University of Applied Sciences MBA (UAS), Germany