Azrul Ehsan Bin Ahmad

[email protected] 016-3713464 16, Jalan Tanjung Balai 30/269, Taman Impian Murni 3, Seksyen 30, Shah Alam 40460. Selangor

PROFESSIONAL SUMMARY

Experienced Manager with a proven track record across diverse industries, including technology, postal/logistics, media & television, and retail. Expertise in digital transformation, strategic planning, e-commerce, business planning, market analysis, digital marketing, cybersecurity, contract management, and due diligence. Knowledgeable of Information Security Management Systems (ISMS) and is certified for ISO/IEC 27001:2005 Lead Auditor. Vast experience with e- commerce best practices and has obtained CEP (Certified E-Commerce Professional) certification. Understands and knows how to look for the weaknesses and vulnerabilities in target systems and is certified for CEH (Certified Ethical Hacker) certification. Excel in digital marketing and Google Ads Certified.

WORK EXPERIENCE

Manager
06/2021 - Present
AEON Co. (Malaysia) Berhad
Drive eCommerce project implementation by cooperating with all stakeholders.
Strategize business progression and operation optimization with an internal and external stakeholder in the field of Digital Transformation to ensure operation system are being optimized to support the E-Commerce Transformation Growth.
Create and plan an online and offline marketing strategy for the platform to increase adoption conversion and repurchase rate as part of the RTM strategy to keep the business competitive and to increase digital sales.
Drive customer’s onboarding process ensuring high customer satisfaction as well as performing behavioral analytics to drive purchase in the E-Commerce platform as well as to expand the customer base through business automation.
Identify, prioritize and drive resolution of key issues that may impact commercial performance
Work closely with Product Management team to support ordering management system strategy execution and oversees the implementation of automated processes for product data collection and creation
Partner with related (IT, Commercial Excellence, Product Marketing, Trade Procurement) to develop planned improvements solutions
Stay up-to-date with the capabilities of technology partners and other innovative third party extensions and solutions in
the E-Commerce marketplace
Special Project Achievement
e-Dropship
A newly enhanced from the existing E-Commerce platform that allows a fulfillment method where the applied agent don't store products or maintain inventory on their own. Instead, they rely on a AEON to fulfill the order once customers make a purchase and the product will be packed and shipped directly to customers by AEON without agent involvement.
Online Store Credit
Enhanced features where Store-Credit is a e-wallet function thru which facilitates customer refund by storing credits for next purchase in e-commerce platform. For the next purchase, the system automatically deduct the amount of Store-Credit from a total amount of purchase.
Online Loyalty Program for AEON Member (AMP)
Offering the same benefits to AEON Members when they shop at online platform, customers will entitle to loyalty point benefits and can redeem those earned points across the e-Commerce platform.
Manager, Digitalization
12/2019 - 08/2021
AEON Co. (Malaysia) Berhad
Plan and manages the project or business optimization of all digital and enhancement portfolios as part of the Company's Digitalization strategy as the new key growth driver to grow a diversified and sustainable business.
Strategize business progression and operation optimization with an internal and external stakeholder in the field of Digitalization Strategy to ensure operation system are being optimized to support the Digitalization Growth Strategy
Create and plan an online and offline marketing strategy for the platform to increase adoption conversion and repurchase rate as part of the RTM strategy to keep the business competitive and relevant to the market change.
Manage and measure for customer or user experience optimization as well as to perform behavioral analytics to drive purchase in the digital platform as well as to expand the customer base through business automation
Engaging corporate customers and partnerships for sustainable digital revenue. I.e HappyFresh, GrabMart, Foodpanda, Media Prima Berhad, Maybank, Boost (Celcom Axiata), Touch & Go, Shopee & Pos Malaysia Berhad.
Identify trends and insights, and optimize spend and performance based on the insights
Special Project Achievement (Digitalization)
Self-Checkout Counter (functionality enhancement)
A newly enhanced self-checkout system that allows users to complete their purchases without cashier intervention. With this new digitalization strategy, the company saves more on its operating cost and customers can save more time and minimise their contact during checkout.
Maybank QRPay and E-Wallet
Strategic partnership with Maybank in terms of shopper/ user experience towards cashless and mobile payment at the cashier counter. Enhanced features include the e-wallet where it provides the advantage of digitalizing money; ensuring that payments made are secure while speeding up transactions at the cash register. No more waiting for customers fishing for physical cash at the register – it's just a tap/scan and go.
AEON Drive-Thru
A new initiative to further help shoppers/customers to minimize contact with others in view of the Covid-19 pandemic and movement control order (MCO). Customers can first order online through the online portal and subsequently proceed to collect their orders at the drive-through, at which point they can pay for their purchases via cashless payments, specifically, with their debit or credit card at the pick-up point. This new user experience brings the comfort and convenience of shopping, ensuring shoppers need not get down from the car to purchase the essentials.
O2O (Offline to Online) Virtual Mall Project: AEON Online Marketplace (https://lifestyle.myaeon.com.my)
& Online Groceries (https://myaeon2go.com)
A new transformation and business expansion for AEON from current retail brick and mortar to online business/e- commerce. Focused towards an Omni channel strategy for B2C and B2B business model including online strategic partnership such as HappyFresh, GrabMart, PandaMart, Shopee, Lazada. B2B online business model as part of trade marketing strategy (a new RTM business model to be implemented and introduced in order to capture a large number of sales at the supplier level)
Manager, Digital Trade Marketing
07/2017 - 11/2019
The New Straits Times Press (M) Berhad (a Media Prima Company)
Lead and set the Digital Trade Marketing Strategy across a portfolio of brands in consultation with Marketing Manager and Sales Manager
Lead and oversee the end-to-end of Trade Marketing programs for the benefits of digital channel or partners & consumers with ultimate goal of driving incremental volume
Engaging corporate customers and sealing long-term
partnership for sustainable digital revenue
Develop and drive the analytic exercises towards impacting volume & revenue growth including integrated business plan, product and pricing strategy of all digital channel.
Measure market potential channel wise and identifying target segment
Monitor all digital marketing, including SEO/SEM, marketing database, email, social media and display advertising campaigns
Measure and report performance of all digital marketing campaigns, and assess against goals (ROI and KPIs)
Identify trends and insights, and optimize spend and performance based on the insights
Plan, execute, and measure experiments and conversion tests
Collaborate with internal teams to create landing pages and optimize user experience and customer purchase funnels
Utilize strong analytical ability to evaluate end-to-end customer experience across multiple channels and customer touch points
Collaborate with agencies and other vendor partners
Senior Associate
12/2014 - 06/2017
Pos Malaysia International, Pos Malaysia Berhad
Design and prepare reports for EZiPoz metrics to achieve all growth objectives.
Design and execute all features of roadmap and prepare reports to be presented to key stakeholders.
Administer all EZiPoz activities including inbound and outbound delivery and incorporate best practices in same to design effective strategies besides assisting marketing team to implement strategy for process improvement.
Manage various internal data sources and web analytics tools to enhance customer experience and assist to increase web presence of company.
Coordinate with key information owners to ensure delivery of all internal resources on time and manage accuracy of all website data.
Analyze all EZiPoz online and offline transactions in order to recommend improvements of customer experience and assist all external partners including providing support to all associate activities; online payment issues (including refund/fraud activities related to Visa & MasterCard) and assist in resolution of same.
Plan, develop and supervise all activities for various EZiPoz projects including Annual Management Plan (AMP) and prepare an effective schedule for project and ensure compliance to same.
Assist all internal and external parties to understand product deliverables and provide support to all activities on commerce platforms and ensure satisfaction of customer at all times.
Analyze online experience of customer and new market trends and recommend improvements of all key metrics and monitor all service level agreement (delivery standard) to ensure optimal quality of services to customer.
Coordinate with internal team and provide support to all online marketing strategies and recommend ways to increase traffic to website with incorporation of best tools and assist to maximize revenue.
Maintain optimal level of customer services at all times by monitoring all online channels and ensure compliance to all legal requirements especially related to Customs clearance and Dangerous Good item (Import and Export Policy).
Administer an effective website strategy, develop and maintain effective relationships with stakeholders besides implement all social media strategies.
Supervise all newsletter (Electronic Direct Mailer) performance and design various strategies to increase sales by monitoring all performance reports on weekly basis.
Analyst
12/2011 - 12/2014
CyberSecurity Malaysia an agency under the Ministry of Science, Technology & Innovation (MOSTI)
Responsible for the conduct of day-to-day certification and audit tasks under the direction of the schemes managers (Malaysia Trustmark) in compliance with the ISCB quality and information security management system (QISMS).
Developed process and documentation of Malaysia Trustmark for Private Sector (MTPS) as a new service in Information Security Certification Body (ISCB) Department
Manage the MTPS operation and certification audit
Handle MTPS clients and communicate with MTPS stakeholder such as MITI, MAMPU and other parties from the public sector and industries
Lead Operator for MTPS audit and train the new audit team member on the audit process and requirements
Audit and assess the clients based on MTPS requirements and related regulations
Responsible for:
i. MTPS launching ceremony in July 2013 during the
National Digital Conference 2013 at PICC
ii. Publishing videos for World Trustmark Alliance and
Malaysia Trustmark for Private Sector
Training Attended
Course Title : E-Business Security Course
Organized by : EC-Council Academy
Date : 16-18 January 2012
Course Title : ISO 27001 Lead Auditor Course
Organized by : British Standard Institution
Date : 30 January – 3 February 2012
Course Title : ISO/IEC TR 27008:2011 Guidelines for Auditors on Information Security Control Training
Organized by : Biz Excellence System
Date : 4-5 April 2012
Course Title : Introduction to Penetration Testing
Organized by : ISACA
Date : 5-6 June 2012
Course Title : Hacker Halted Asia Pacific 2012
Run & Gun Workshop - Advance
Penetration Testing
Organized by : EC-Council
Date : 20-22 November 2012
Course Title : Workshop on Personal Data Protection
Act (PDPA)
Organized by : UMCoRs
Date : 2-3 April 2013
Professional Certificate obtained:-
Description : Certified Ethical Hacker (CEH) version 8
Year : 2013
Description : ISMS Lead Auditor
Year : 2012
Description : CEP (Certified E-business Professional)
Year : 2012
Professional Membership:-
Institution : Information Systems Audit and Control
Association (ISACA)
Membership Type : ISACA IT Professional Membership
IT Officer
10/2010 - 11/2011
Utilities Cost Conservation Division, Melaka Chief Minister’s Department (Jabatan Menjimat Kos dan Utiliti, Jabatan Ketua Menteri Melaka)
Experience working in system development (website / server)
A key person who responsible on publishing “Buku Panduan Kaedah Penjimatan Utiliti dan Perbelanjaan Lain” for Melaka State Government.
A partipant for KIK Convention (Konvensyen Kumpulan
Inovatif dan Kreatif) 2011
Monitor the activities of cost reduction to the regularly scheduled
Provide ideas and suggestions to Melaka State
Government for cost reduction activities
Organize internal training and courses for Melaka State
Government staff to raise awareness of conservation activities
In cooperation with the Tenaga Nasional Berhad (TNB), Telekom Malaysia (TM) and Syarikat Air Melaka Berhad (SAMB) together with all state government agencies in the process of saving activities
Visiting and auditing the relevant department in term of energy efficiency
Monitor the activities of cost reduction
IT Officer
04/2008 - 10/2010
K-Economy Division, Melaka Chief Minister’s Department (Bahagian K-Ekonomi, Jabatan Ketua Menteri Melaka)
Experience working in system development (website / server)
Committee and Content Editor of Melaka State Government
Official Portal
Cater core engine for existing application, upgrade & enhance the existing application to meet the stakeholder requirement
Responsible in planning, managing and coordinating event for Melaka State Government Flagship (e-Security, e- Tourism and e-Health)
Technoprenuer development
Managing cybercentre:
i. Dealing with MSC companies and MDeC
ii. Assisting Melaka State Government in achieving
ISO9001:2008 for Melaka MSC Cybercentre
Representative for Melaka State Government as Exhibitor in
World Congress on Information Technology (WCIT
2008) at Kuala Lumpur Convention Centre (19-21 May 2008)
Attended the 9th Malay and Islamic World Convention as an ICT Bureau (22-24 December 2008)
Committee and coordinator for “MSC Malaysia Pre-Seed Funding” program which located in Melaka Media House with collaboration of MDeC.
A person who establish and responsible on the SOP (Standard Operating Procedure) of MSC Flagships and Melaka ICT Strategic Blueprint for K-Economy Division, Melaka Chief Minister’s Department.
MSC Flagship Procedure: Collaborate with MDeC to facilitate the rollout of the MSC Malaysia Flagship Applications in Melaka
MSC Cybercentre.
Melaka ICT Strategic : Monitor and report implementation
Blueprint Procedure status of Melaka ICT Blueprint to
Melaka State Government
As an internal auditor (certified by Neville Clarke) for Melaka MSC Cybercentre Management in order to get the ISO9001:2008.

EDUCATION

Bachelor of Information Technology (Hons) Majoring in Information Systems Engineering
01/2003 - 01/2007
Multimedia University, Melaka Campus , Melaka
Foundation in Information Technology (Alpha Level)
01/2002 - 01/2003
Multimedia University, Melaka Campus , Melaka
Sijil Pelajaran Malaysia (SPM)
01/2000 - 01/2001
Melaka High School, Bandar Hilir, Melaka , Melaka
Penilaian Menengah Rendah (PMR)
01/1997 - 01/1999
Melaka High School, Bandar Hilir, Melaka , Melaka
Ujian Penilaian Sekolah Rendah (UPSR)
01/1991 - 01/1996
SRK Bachang, Melaka , Melaka

SKILLS

CERTIFICATIONS

Certified Ethical Hacker (CEH) version 8
01/2013
ISMS Lead Auditor
01/2012
British Standard Institution
CEP (Certified E-business Professional)
01/2012
Google Ads Search Certification
01/2020
Google Ads Display Certification
01/2020
Google Analytics Individual Qualification
01/2020
Google Shopping Ads Certification
01/2020

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