Fabian Khaw · 10+ Years in Digital Marketing
Consumer engagement and digital marketing leader with a proven track record in scaling CRM initiatives, executing omnichannel strategies, and using analytics to drive measurable business performance across Southeast Asia.
Redesigned the paid media approach across Malaysia, Singapore, and Cambodia — shifting from broad targeting to deep audience-first segmentation and media personalisation. Deployed native social ads alongside viral-style creatives that drove a 2× increase in web traffic, all within a six-month window.
Drove organic app installs from 40k to 60k per month through optimised digital assets and behavioural welcome promotions. Simultaneously expanded the CRM database by 40% using a soft opt-in strategy that preserved opt-in rates after Google's policy changes — protecting a critical owned marketing channel.
Managed i-City's theme park e-commerce end-to-end via Shopify, scaling annual revenue from RM300k to RM2M through sustained lead-gen strategies and UX enhancements. Secured a RM1M Visa Malaysia sponsorship through data-driven proposals, and generated RM100k+ in lockdown revenue by launching a livestream selling and affiliate program.
As the first Head of Digital Marketing at Loob Holding, built the omnichannel CRM architecture from scratch across Tealive, Bask Bear Coffee, and Gindaco. Lifecycle-based campaigns improved customer retention by 25%. Strategic bidding and A/B testing cut Cost Per Order by half, while the team delivered 25% digital platform growth.
I started my career as a Mechanical Engineer before finding my calling in digital marketing — and that analytical, problem-solving foundation never left. It's what drives me to treat every campaign as a system to be optimised, and every audience as a data set to be understood.
Over 10+ years across F&B, theme parks, and tech-adjacent brands, I've built and led digital teams from the ground up — always with a bias toward measurable outcomes, not just activity. My sweet spot is connecting creative instinct with performance rigour.
Based in Kuala Lumpur, fluent in English, Malay, and Mandarin, and actively exploring regional and global roles where I can apply what I've built at an even bigger scale.
Open to regional and global digital marketing opportunities.
If you're building something ambitious, I'd love to talk.