CEO Insights Magazine

Within an organization, the role of a Sales & Marketing Director encompasses a broad spectrum of responsibilities, pivotal for driving revenue growth, enhancing brand visibility, and ensuring customer satisfaction. This position involves strategic planning, market analysis, team management, and the execution of marketing campaigns to achieve business objectives. Director of Sales and Marketing at Gold Zone Media, Tan Kent Win, with a Bachelor of Marketing (Hons), embarked on an illustrious career journey, starting as a Corporate Sales Intern in Telecommunications and advancing through roles such as Guest Service Executive in Hospitality. With a keen eye for marketing and sales dynamics, Tan Kent Win steadily ascended to the esteemed position of Director of Sales and Marketing at Gold Zone Media.

Fluent in English, Mandarin, Cantonese, Malay, Indonesian, and Khmer, Tan Kent Win's diverse linguistic abilities have enriched their professional experiences across various sectors. This linguistic prowess not only facilitates effective communication with diverse clientele but also enables the crafting of tailored marketing strategies to resonate with multicultural audiences. As the Sales & Marketing Director at Gold Zone Media, Tan Kent Win brings a wealth of expertise, innovation, and strategic vision to drive the company's growth and success in the competitive marketplace. Let’s read on.

What are the latest strategic plans which you have implemented as the Sales and Marketing Director to enhance operations and engage customers?

At Gold Zone Media, our core focus revolves around enabling our customers' success, with a dedicated emphasis on brand promotion. Our approach centers on delivering distinctive and valuable media platforms, with a particular focus on refining product/service strategies and introducing innovative marketing communication tools to ensure the precise delivery of messages to the targeted audience through the appropriate channels.

One of our recent initiatives involves the expansion of our media operations along the PPSHV Expressway. We have undertaken the construction of 42 additional uni-pole billboards, strategically positioned along Cambodia's first and only expressway. This project is anticipated to be completed by the end of April. The PPSHV Expressway serves as a vital link between two major cities, capturing the attention of over a quarter of the kingdom's population, thereby generating more than 10 million impressions for our advertisers. Notably, our billboards incorporate state-of-the-art structural technologies from China, ensuring resilience against the expressway's strong winds. Furthermore, our billboards boast a larger size compared to 90 percent of billboards nationwide.

We actively promote our brands through a diverse range of channels, including mainstream social media platforms, elevator media, out-of-home media, press releases, participation in exhibitions/business chambers, and offering media sponsorships for major events.

How do you stay ahead in meeting customer needs by studying the latest market trends and identifying growth opportunities?

The post-pandemic landscape has reshaped consumer behaviors, leading to a more cautious approach to spending. This necessitates our ability to adapt to the 'new normal.

We employ a multi-faceted approach, leveraging internal analytics, customer feedback mechanisms, and advanced market research tools, coupled with active participation in industry conferences. Within the media industry, our clientele spans various geographical regions, making it imperative to comprehend their behaviors and preferences. By furnishing comprehensive data and analytics, we ensure that our media solutions deliver tangible value, augmenting the efficacy of our customers' marketing endeavors and yielding favorable outcomes.

Additionally, we maintain a keen focus on the country's public infrastructure development, continually refining and expanding our portfolio of unique and valuable media resources to cater to evolving market demands.

How do you lead your team in crafting engaging campaigns, and how do you inspire them to embrace innovation in enhancing brand storytelling?

Facilitating effective communication and nurturing a culture of creativity are foundational to our approach. I place high value on every idea, encouraging team members to explore diverse avenues toward achieving our objectives. Through frequent brainstorming sessions, workshops, and investments in external training, we consistently foster innovation in our marketing strategies, ensuring they remain dynamic and impactful.

Furthermore, we regularly discuss our marketing 4P's, refining our sales and marketing processes in response to market dynamics, thus maintaining competitiveness in the marketplace.

What impacts have these initiatives had on improving customer engagement?

Our approach of ensuring consistent brand visibility across multiple platforms, such as social media, official websites, and through partnerships and media sponsorships, has markedly bolstered our brand presence.

Moreover, the integration of AI technology into our resource management system has been instrumental. By enabling real-time traffic data monitoring on our digital displays, this technology furnishes valuable demographic insights, thereby enriching our marketing strategies and enhancing customer engagement. Consequently, it facilitates our customers in showcasing their brands more efficiently and effectively.

Describe your leadership approach. What principles or methodologies guide your leadership style?

At the core of my leadership style lies empathy and empowerment, underscored by a commitment to fostering open dialogue, continual learning, and adaptability. I believe in leading by example and nurturing an environment where feedback is valued, cultivating a team that is not only highly motivated but also deeply engaged in our collective success. A significant aspect of my leadership philosophy involves prioritizing the development of soft skills and fostering individual growth within the team.

I advocate for teamwork and active participation among all team members, recognizing the potential for impactful innovations to emerge from the amalgamation of diverse perspectives. To further cultivate leadership qualities and project management expertise among our staff, I often establish temporary project teams and delegate leadership responsibilities to various team members. This approach not only empowers our staff by expanding their leadership capabilities and coordination skills but also enhances their aptitude for leading and executing projects proficiently.

What future goals are you aiming for?

Since its establishment in 2016, Gold Zone Media has grown to become one of the foremost media operators in Cambodia. Looking forward, our aspiration is to extend our distinctive media platforms throughout Southeast Asia, with ambitions to establish our headquarters in Singapore. Personally, I am committed to advancing alongside the company, working towards our shared vision of becoming one of the premier multimedia operators in the region. Additionally, I place a strong emphasis on prioritizing corporate social responsibility to contribute positively to societal and environmental well-being.

Tan Kent Win, Sales & Marketing Director, Gold Zone Media

Tan Kent Win, hailing from Malaysia, brings a robust background in sales, marketing, and customer service to his role as Sales & Marketing Director at Gold Zone Media. With a keen focus on delivering innovative marketing solutions, Kent Win is dedicated to serving both local and international brands, leveraging his expertise to drive impactful campaigns and foster lasting client relationships.