Peik Lean Yap

Head of Global Brand, Category, Revenue Management & Market Intelligence at PETRONAS Lubricants International

A strategic and creative thinker with over twenty years of marketing and sales experience, mostly in MNCs, with a track record of producing results. Experience encompasses marketing and sales in the FMCG environment, the highly fluid Internet industry and the downstream automotive oil industry. Has experience in lecturing and training in Marketing, Advertising and Branding programmes as well as Psychological Typing. An accomplished senior marketing professional who possess skills and experience in market intelligence and market sizing, market segmentation, brand proposition and positioning development, brand and business strategies development, channel strategies development, multi brand portfolio management, budget and brand performance management. Led brand, consumer & trade insights research (both qualitative and quantitative) and driven competitive market research and analysis for better strategic and tactical planning. Possess extensive knowledge and experience in developing and implementing integrated marketing communications strategy (including digital) and driving appropriate marketing mix in various industries. Involved in creative development, media buying and planning, advertising and communications development, pricing and new business strategies development, product launches and long term relationship building with business partners and consumers through specific programmes while driving performance delivery. Attended a week long programme on "Marketing Strategies for Profitable Growth" in Harvard Business School, Shanghai in 2011. Obtained an MBA from University of Nottingham in Malaysia in 2006 and a Bachelor of Economics from Universiti Malaya in 1994. An energetic self-starter with excellent analytical, organizational, leadership and stakeholder management skills.