Matthew Pak

Brand Strategist

Matthew Pak

Proficient in Chinese content marketing & market segment.

Matthew Pak specializes in corporate brand strategy with 11 years of proven advertising and marketing experience. He has a strong background in orchestrating successful advertising campaigns and marketing initiatives designed to increase brand awareness. Having worked in progressive roles within a large organization managing internal and external stakeholders, he has developed his content marketing and media planning skills, and acquisition-driven by having accountability in all business drivers KPIs, including net adds, churn, ARPU for Pay-TV, and OTT products. As a segment marketing manager for Singtel, Matthew works in enhancing and launching promotions, campaigns, new products/services, and packages for the Chinese segment.

Campaign ManagementMedia RelationsAdvertisingSocial Media ManagementMarketing CommunicationsSports ContentIntegrated Marketing StrategyDigital AdvertisingBrand StrategyOTT App MarketingMovie MarketingChinese Segment MarketingAsian ContentSocial Media PlanningClient ServicesEmployee Training

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Employment Highlights

Segment Marketing Manager

Singtel

June 2017 - Present (8 years 10 months)

Marketing Manager

Vuclip Inc. (Viu Malaysia)

July 2016 - June 2017 (11 months)

Assistant Vice President

Astro

April 2012 - June 2016 (4 years 2 months)

Manager

Mindshare

April 2008 - March 2012 (3 years 11 months)

Education Highlights

Bachelor of Communication, Communication

Monash University

January 2005 - December 2007 (2 years 11 months)

Portfolio

Resume

Segment Marketing Manager

Singtel

June 2017 - Present (8 years 10 months)

  • Led marketing position in the Chinese segment that develops, enhances, and launches promotions, campaigns, new products or services and packages that drive overall Home revenue and market share for the Singapore market.
  • Managed CPs relationship for TV business and CAST, to ensure the strong partnership is carried out well for the business.
  • Handled all key business drivers KPIs that include GA, churn, net adds, ARPU, revenue for TV, Broadband and OTT focusing on Viu products and low dormancy rate for TV among Chinese segment and sports customers.
  • Developed all go-to-market plans for both broadband, TV, and OTT products for the Chinese Segment. This includes promotional efforts like road-shows, events in public areas, and engagement activities in the community.
  • Worked with the Marketing Communications team to develop a digital campaign to acquire new/existing customers within the relevant communities.

Marketing Manager

Vuclip Inc. (Viu Malaysia)

July 2016 - June 2017 (11 months)

Vuclip is a technology-driven media company specializing in mobile video, video alerts, premium content services and mobile advertising.

  • Led the marketing function as a new OTT player in the market.
  • Developed branding, consumer promotion, social media management, and partnership collaboration.

Assistant Vice President

Astro

April 2012 - June 2016 (4 years 2 months)

  • Managed all Chinese business content marketing initiatives, including channel branding, content promotion, and channel partner’s initiative for the Malaysia market.
  • Drove innovation beyond TV by focusing on digital, merchandising, and movie marketing.
  • Championed annual CNY corporate campaign to own the festive.
  • Involved in sports content marketing ensuring Astro as the destination for all sporting events.

Manager

Mindshare

April 2008 - March 2012 (3 years 11 months)

  • Worked on all media strategy, planning and buying scop, including both offline and online media across all brands for Guinness Anchor Berhad and AirAsia.
  • Managed clients’ media budget of RM35 million combined.

Education

Bachelor of Communication, Communication

Monash University

January 2005 - December 2007 (2 years 11 months)