2. I.C number : 800424-71-5049
Date of Birth : 24th April 1980
Marital Status : Married
Citizen/Race : Malaysian/Malay
Address : No. B-18-6 Casa Idaman Condominium,
No. 5 Jalan 1/12D, Kampung Batu Muda,
51100 Kuala Lumpur, Malaysia.
Email address : zulshafie@gmail.com
Contact No : +6017 346 0193 (personal)
License : Valid Motorcar License (Malaysia)
Personal Details
Profile
Core skill and experience is the accumulation of 5 years in strategic marketing
coupled with 5 years in business development/sales marketing and sponsorship
activation. In addition, managed the portfolio of event management, client
servicing, finance, and administration in current position.
Knowledgeable in corporate communications, public relations, advertising and
promotion, branding and digital marketing. Excellent communication and
executive presentation skills. Ability to cold call global B2B network to secure new sales
prospects.
Unique selling proposition is to explore smart partnerships to achieve both business
development and maximize revenue for the company. Extremely well versed in festival
planning through content creation, evaluating P&L, revenue stream and risk
management. Exposure in various industries and sectors inclusive of Automotive, Halal,
Value Based Marketing, FMCG, Defense, Industrial, Sports & Music Entertainment, Travel,
Hospitality, Youth Marketing, Tobacco, Digital, and Arts. Personal goal is to provide busi-
ness strategic solutions on turnaround recovery plans to achieve
profitability.
Zulkarnain Bin Ahmad Shafie
3. Strength
• Event management/ Event conceptualization/ P&L/ Risk analysis/ Revenue stream
• Strategic planning
• Business development
• Sales and marketing/ global telesales/ sales training
• 360 degrees marketing
• Road show campaign planning
• Product Campaign Marketing/ Media launch/ Activation
• Sponsorship activation
• Consumer Marketing
• Youth Marketing
• Creative thinking and marketing
• Online marketing
• Branding strategy
• Sales Incentives and Reward Marketing
• Social media management
Integrated Marketing
Product Campaign
Marketing
Direct
Marketing
Online
Marketing
Media
Marketing
Guerilla
Marketing
Reward
Marketing
Incentive
Marketing
4. Integrated campaign solutions
Event Consultant
• Sponsorship Sales and PR Marketing for the 7th World Halal Forum 2012
• Field Sales Executive and Marketing for Infrastructure Asia, Exhibition Kemayoran
Convention Centre 2010
• Sponsorship Sales and Emcee for Malaysia International Gourmet Festival 2009
• Exhibition Sales for Epicure 2009
• Event On-ground Coordinator for “Rhythm Unity” Rock Concert Bukit Jalil 2009
• Marketing Coordinator for Formula 1 Central Stage Activities to Promote F1 Racers
2009
• Marketing Coordinator for Sunburst 2009
• Event Consultant for Twisties Warehouse Blast. 2008
• On-ground Manager for Royal Kelantan Air Carnival in Terengganu. 2007
• Project Manager for Private Kent event Emotion. 2005
• Brain Storm Ideas for Kent events as my responsibility as a Brand Development
Associate in British American Tobacco. 2004
• Corporate Event Coordinator for Club Med KFC Employee Outlet Managers
Confence. 2002
• On Ground Staff for Fat Boy Slim Concert Bukit Kiara organised by TBWA. 2000
Event
Coordination
Insight and
Analysis
Creative
Planning/
Execution
Sponsorship
Sales
Proposal
Development
Product
Sourcing
5. • Music Conference Asia College On-ground Promotion. 2010
• Digi D’Ultimate Birthday Bash College Promotion. 2009
• Sunburst 2009 Road Tour South East Asia. 2009
• 100 Plus Me Against The World road show. 2008. www.outdoyourself.com.my
• Levi’s 501 Live Unbuttoned Campaign College road show. 2008 www.501.com
• Mini Clubman “Can you see The Other Mini” . 2008 www.theothermini.com.my
• Floor Combat road show Sponsored by Tune Money. 2008
• Genting 80’s Concert Guerilla Marketing Campaign. 2008
• Naza World Chinese New Year Open House 2014
• Asia Ducati Week 2014
• Aprilia Chiver Launch CKD 2014
• Chevrolet Malibu launch 2014
• Harley Davidson 750 Street launch 2014
• Maserati Grand Tourismo Product launch 2013
• Maserati Gibli Product launch 2013
• Ducati Hypermotard launch 2013
• Ducati Panigale launch 2013
• Chevrolet Orlando launch 2013
• Vespa LX150 Launch 2013
• Naza World Hari Raya Open House 2013
• Head Marketing and Coordinator for Showtek Live at KL Live Centre 2010
• Head Marketing and Sales for Music Conference Asia Music Series KL Live Centre
2009-2010
• Head of Marketing and Coordinator for Digi D’Ultimate Birthday Bash 2009
• Event Organizer Girl Vodka Press Launch One Night In Paris Club 69. 2008
• Event Organizer and Head of Sales for Don’t Panic Parties. 2008- 2009
• Event Organizer for Mutiara Semenanjung Sdn Bhd sponsored by Affin Investment
Bank Online Campaign Launch. 2006
Event Management
Credentials for On-Ground
Roadshows
6. The cities above have been contacted to approach potential clients.
Global Telesales
Istanbul
Jakarta
Tokyo
Beijing
New Delhi
Dubai
Kuala Lumpur
Hong Kong
Manila
Bangkok
Jeddah
Cairo
Marbella
Madrid
Lisbun
Barcelona
Milan
Zagreb
Belgrade
Budapest
Bratislava
Singapore
Los Angeles
New York City
7. I have positioned and branded the companies below to market both halal and shariah
compliance to the Muslim discerning target audience.
I have developed online/offline activation campaigns and guerrilla marketing tactics for
the clients below.
Below The Line Client Portfolio
Value Based Marketing
8. I have services ATL, BTL, Online and PR for both two wheels and four wheel clients under
the Naza World portfolio.
Naza World Client Portfolio
16. • Selling sponsorship packages for exhibition
• Selling booth space for exhibition
• Producing and planning conference around the exhibition
Conference Facilities
18. • To make people talk about a brand, and instill the brand in the consumers
mindset.
• Associating the brand with all the relevant industries, institutions,
organizations, and corporates.
• Develop brand touch points via ATL, BTL, Online, and PR.
• Developing the brand creatively via activation.
• Survey the target audience, employees, stakeholders and opinion leaders.
• Throwing a press launch to reach out to the relevant media.
• Develop a simple brand image that is easy to understand.
• Converting people whom consume competitor brands trough sampling the new
brand.
• Execute loyalty campaigns by getting people to participate in brands on ground
programs and online marketing.
• Associate the brand to some influential opinion leaders to create brand
endorsements.
• Have brand ambassadors amplify the brand through developing new
relationships with customers or representing an image of the brand.
Brand Strategizing
19. Music Conference Asia KL Live
Centre Music Series
Music Conference Asia,
Production Forum
20. • To organize Event online marketing for six months. The marketing materials will
drive people to go to the website. Information and activities on the website/
microsite/ social media platform will play an important role for the Roadshow/
Activation/Guerilla Marketing.
• To communicate Event details via:
• Online campaign / contest via the following:
• Event Festival Website – Example : The Best Remix Contest will be held (Only for
College and Uni Students)
• Facebook / YouTube/ Instagram/ Twitter – Manage community application for
Audiences/Members to submit their comments. Audiences will be asked to
perform the remix and the winner will perform live at the Event Festival. Video
clips from Facebook/YouTube will also be viewable from Event Website. Pre-gig
will be held at the youth hangouts.
Online Activation for Music
Conference Asia
23. • To execute online media publicity for product campaigns for 6 months.
• Allocate relevant online media’s to publicize the campaigns.
• Reward relevant bloggers to publicize the campaign.
• Create an interactive on ground/ on line contest to drive more traffic to product
microsite.
• Develop a programmed online game which can be downloaded of the microsite.
• Allocate online advertising banners around several high trafficking social net
works.
• Create creative and unique contents to indirectly associate to the brand on
popular newsletters such as Facebook and Twitter.
• Develop a application for popular social networks such as Facebook and
Friendster relevant to products branding.
• Attach a you-tube video indirectly publicising the brand campaign to create a
viral marketing campaign.
Online Press / Marketing
Campaign - Digi Microsite
30. • To capture the niche younger target audience a 6 months creative campaign is
executed interactively
• Artistic and innovative postcards are distributed to selected prime hot spotz to
drive the targeted audience to the microsite.
• Jazz street performers performed music while the postcards were distributed at
the hot spots to create a classy road show.
• Online contest “ Have you seen the other Mini” pushes target audience to register
online.
• A full above the line and below the line campaign are then launched the provide
hints on “The other Mini”
• Finally at the end of the campaign a product launch is thrown to announce th
winner of the contest.
Creative Marketing
32. • Launched a Youth Online Media called “Don’t Panic” via on-ground activity and
interactive youth activities.
• Create a platform for the youth to exercise there hobbies and trends.
• Identify youths trends through arts, music, fashion, sports and lifestyle.
• Execute youth campaigns at targeted popular and relevant hangouts.
• Form creative presentation and unique innovations to capture awarness for the
youth product promotions.
• Organized independent garage sales at youth events and youth interactive
activities to drive awarness to product or brand.
• Build relationships with youth organisations, entertainers, retail outlets and
independent groups and entrepeneurs.
• Target instituitions and higher educations centers to promote youth campaigns.
• To attract the youth market rewarding them with by sampling products or vouchers
through attractive online contest, event competitions, and youth hobbies for
achieve campaign targets.
Don’t Panic Online
Youth Media
Youth Marketing
Don’t Panic Packs
33. Independent Labels and Independent Designers such as Wonder Milk and
Pop Malaya
Don’t Panic Pack Distribution
and Youth Hang outs
34. Don’t Panic - Manic Launch Party @ Bar Alyaa
Don’t Panic Intimate Event
35. • Road Show Mechanics
• Transportation via Event Mobile Vehicle
• On-ground Promotion at Colleges / Universities, Clubs and Monorails spots.
• Distribute Event Flyers or Festival Booklets to communicate the Event and
Activities.
• Capture videos of what people think of the event headliners. Submit name and
email to stand a chance to ‘meet and greet’ the event artists.
• Survey forms for data collection to communicate and follow through with
students online and email. Contest : Students will stand the chance to win a
ticket for two if they submit their details.
• 2 promoters and 1 camera person per campus.
• 2 event Buntings and 1 Expand Board to display at booth at the selected
locations.
• Create a mobile booth to sell tickets and showcase the website to inform
people and get involved.
• Allocate location at a few youth events to distribute the booklet.
Road Show Campaign
Planning
38. • To run Campaign for six months.
• To identify campaign through youth music and art lifestyle.
• Push online contest to push awareness via website.
• Direct marketing through targeted youth hot spotz.
• To hold a event at the end of the campaign
• Launch product press conference on new campaign.
• To communicate “Event” through online awareness and extend invitations event
via:
a) Flyer distribution or festival booklet distribution
b) Hand-to-hand distribution / Direct Marketing via On-ground activation and
mobile vehicle presence at:
c) Selected Colleges & Universities, Monorails, Clubs, Cafes and Hangouts
• Campaign return on investment based website clicks.
Product Campaign Marketing
45. College/ Uni On Ground
Location
College / University Courses Offered Locations
University Kebangsaan M’sia (UKM)
Sedaya Int’l (UCSI) Various Cheras
MMU Internet Cyberjaya
LKW Various Cyberjaya
Universiti Tenaga Nasional (Uniten) Engineering, IT Putrajaya
Help University Various Damansara
KBU International College Various Bandar Utama
Dasien School of Art Arts Wangsa Maju
Institute of Intergrative Media (MIIM) Multimedia Setiawangsa
M’sia Institute of Accountants (MIA) Accounting Brickfields
Universiti Putra Malaysia (UPM) Various Serdang
Centre for Advanced Design (Cenfad) Arts KL
Olympia College Various KL / PJ
SAE Institute Multimedia Subang
Raffles Design Institute Design, Business Ampang
Various Bangi
46. Guerilla Marketing Hot Spots
Venue Locations
Hartamas Square
Asia Cafe Subang
Ming Tien, Mayang PJ
Rasta Cafe KL
Steven’s Corner Old Klang
Tuborg Outlets Various
Hartamas
Club Venue Locations
Cloth and Clef
Urban Attics Cap Square
Laundry Mutiara Damansara
Club 69 Asian Heritage
Quattro Spring Kl
Hard Rock Cafe Kl
Bukit Ceylon
47. • Brand Ambassador to a tobacco brand British American Tobacco
• To convert and build loyalty to targeted consumers.
• Reaching out to targeted demographics by creating trends in the market through
brand lifestyle.
• Analyzing and building a relationship with consumers through weekly consecutive
events and appointments.
• Rewarding consumers with free tickets to lifestyle events created by the brand.
• To hold the image of the perfect young professional while consuming and sampling
the product.
• To allocate strong brand presence and distribution of the product in targeted young
professionals hang outs and hot spots.
• To research and analyze trends, hobbies in the market and popular hang out
venues.
• Strengthen convenience of product accessibility in targeted hotel, restaurant and
café.
• Strategizing point of sale for products positioning at distribution areas.
Consumer Marketing
Date/ Day Event Venue Artist/ Activity Time Door Charge KCC Entry Benefits
7 Jan 2005 Adhoc Bliss Martin Solveig 9pm - 3am RM40 + 1 RM20 + 1 drink
(Fri) drink (1st 80 KCC before
12am)
14 Jan 2005 Adhoc Atmosphere Q - Hey 9pm - 3am RM40 + 1 RM20 + 1 drink
(Fri) drink (1st 300 KCC before
12am)
21 Jan 2005 Adhoc Atmosphere TechnASIA 9pm - 3am RM40 + 1 RM20 + 1 drink
(Fri) drink (1st 300 KCC before
12am)
22 Jan 2005 Adhoc Atmosphere Wetmusik 9pm - 3am RM40 + 1 RM20 + 1 drink
(Sat) (Simon Digby drink (1st 300 KCC before
& Simon Coyle 12am)
48.
49. Consumer Data
Research
Area Name Classification Profile % Race %
Contracted
by
18-24 25-30 30 & Malay Chinese Indian Others
above
60 30 10 40 40 15 5 Used to be
Dunhill
70% 30% 0% 30% 40% 10% 20% M7
40% 40% 20% 20% 70% 10% 0% MBL
50% 40% 10% 10% 80% 10% 0% MBL
40 40 20 20 40 20 20 DHL
50% 35% 15% 10% 70% 10% 10 NA
45% 45% 10% 10% 70% 10% 10% Used to
be Salem
30% 30% 40% 30% 30% 30% 10% DHL
30% 50% 20% 30% 30% 30% 10% NA
40% 30% 30% 40 40 20 NA
50% 40% 10% 20 60 20 DHL
50 30 20 40 30 30 DHL
50 30 20 40 30 30 MBL
Jln
Ampang
SS15
Sunway Pub & Cafe’
Club 7 Pool
Club
Cafe’ Flam
Phileo
Dmsara EORush
KL Restaurant
Green Lotus
Cafe
OUG/
Cheras/
The Curve Cafe’
Hello
Cafe
Plaza
Damas Cafe’
Wow Wow
Cafe
Bangsar
Restaurant/
LoungeLa Bodega
Sri
Hartamas Mamak
Hartamas
Square
Pusat
Bandar
Dmsara CafeStarbucks
USJ MamakTanjung
TTDI Mamak
Mosin
mamak
(new outlet)
OUG Mamak
Stevens
Corner
Lounge
Cafe
Great
Eastern
Mall Alexis
50. Sales Incentives and
Reward Marketing
• Brand Ambassador to a tobacco brand British American Tobacco
• To convert and build loyalty to targeted consumers.
• Reaching out to targeted demographics by creating trends in the market through
brand lifestyle.
• Analyzing and building a relationship with consumers through weekly consecutive
events and appointments.
• Rewarding consumers with free tickets to lifestyle events created by the brand.
• To hold the image of the perfect young professional while consuming and sampling
the product.
• To allocate strong brand presence and distribution of the product in targeted young
professionals hang outs and hot spots.
• To research and analyze trends, hobbies in the market and popular hang out
venues.
• Strengthen convenience of product accessibility in targeted hotel, restaurant and
café.
• Strategizing point of sale for products positioning at distribution areas.
51. HSBC, Malaysia:
2 for 1 Cinema
• To increase new customer acquisition for HSBC Gold credit Cards and encourage
existing customers to upgrade, a 2 for 1 cinema card was offered to those success
fully obtaining the card.
• Promotion launched in August 2007 and valid for 12 months.
• Campaign delivered by direct mail and supported by POS advertising.
52. Samsung, Malaysia: Free
Hotel Breaks
• Increase end of year sales for selected electrical items, customers are rewarded
with a 1 night hotel break (5 star) and additional golf and spa treatment.
• Promotional period from September to December 2006.
• Campaign delivered by POS material and supported by press and Internet
advertising.
53. Conceptualize Event
• To create brand lifestyle and execute a event theme.
• To engage the target audience at the event brand interactive activities is perfect
direct marketing.
• To showcase brand lifestyle through outstanding performance, brand interactive
games, celebrity endorsement, involving decorations, staff costumes, a realistic
brand environment.
• To allocate performers for the acts at the events.
• To design the interior of the event hall or venue.
• To set up booth vendors for events including food and beverage, t-shirt sales,
independent projects done by locals, music labels, garage sales, art gallery and
corporate promotions.
54. Product Launch
• To organize an event to launch the product to the relevant media, opinion leaders,
industry people, journalist, distributors, agencies, and bloggers.
• To confirm attendees and guest, through thorough corporate invitations.
• Set up registration for record of attendance and target audience.
• Design and decorate venue to suit brand theme.
• To allocate unique entertainment and activities to proudly present the product.
• Sampling of product while attendees enjoy the activates.
• To create brand atmosphere via interactive games and contest, give away product
promotions, and upcoming popular performances.
• To follow up on which media features the product after event.
55. Event Sponsorship Sales
3rd Mobile Monday Event
sponsored by Affin
Investment Bank
• To develop a strong relevance for corporates to participate as a sponsor for the
event.
• To allocate several sponsors for the event through non competing sectors.
• To develop an integrated brand image for the sponsor through the event via
branding ATL and BTL for event campaign period.
• To provide 360 degrees marketing for corporate sponsors who attend the event.
• To find in-kind sponsors to cut cost for production of the event.
• To provide a return on investment for companies objectives for sponsoring event.
• To allow the sponsors to meet the right people at the event, and have the brand
associated with the right targeted crowd.
56. Event Planning
• Event P&L
• Allocate content
• Allocate venue
• Assess Risk Management
• Core funding
• Analyze revenue stream
• Put together an event team.
• Search for Event sponsors.
• Search for event vendors.
• Allocate suppliers for event set up.
• Media launch
• Advertising and Promotion for event
• Identify event activities and interactions.
• Pushing event ticket sales on ground and online.
• Send out invitations through public relations.
• Create an event theme to plan event deco and interior.
