Mayxine Tan

Regional Growth and B2B Lead Generation professional with 10+ years of experience in performance marketing, business development, strategic planning, media production, and executive support. Currently leading APAC B2B lead generation, multi-market campaigns, paid media performance, lead management, and franchise growth. Experienced in driving end-to-end growth initiatives, CRM management, lead qualification, sales funnel optimization, stakeholder management, and cross-functional collaboration.

Combines commercial thinking, data-driven marketing, strong communication, and hands-on execution across fast-paced regional environments.

Head of Business Lead Generation, Asia Pacific Region at AI CHA FOOD MY SDN BHD (2025 – Present)

• Own regional growth strategy across APAC markets, driving end to end B2B lead generation for franchise through performance marketing and data-driven demand generation, primarily leveraging Meta Ads as a core acquisition channel.
• Lead multi country digital marketing campaigns and manage regional advertising budgets, optimizing spend efficiency and maximizing qualified lead volume.
• Define and implement scalable acquisition frameworks to support rapid market expansion and franchise growth across multiple countries.
• Partner with regional business development and sales teams to improve lead quality, increase conversion rates, and optimize the full funnel from acquisition to deal closure.
• Oversee CRM and franchisee databases, ensuring data integrity, structured lead management, and effective follow up processes.
• Manage franchise documentation, including agreement and compliance support.

Business Development cum Personal Assistant to CEO at A PLUS BOSS ADVISORY SDN BHD (2024 – 2025)

• Business Development
• Lead the planning, execution, and optimization of B2B business development campaigns across digital platforms such as Meta Ads.
• Collaborate with team and product departments to align business development and marketing strategies.
• Define campaign objectives, target audiences, and performance metrics to drive qualified leads and revenue growth.
• Identify new business opportunities through networking, partnerships, cold calling, and inbound leads.
• Build and maintain strong relationships with potential and existing clients to drive long-term business growth.
• Manage a centralized lead database with automated scoring and segmentation to support the sales pipeline.
• Craft targeted outreach and engagement strategies based on market insights, audience segmentation, and business objectives.
• Establish and optimize lead generation strategies to improve lead quality, conversion rate, and ROI.
• Planning & Strategy Lead
• Develop and oversee short- and long-term strategic plans to support company growth and market expansion.
• Conduct market research and competitor analysis to identify key trends and business opportunities.
• Prepare strategy reports and present insights to the CEO and leadership team for decision-making.
• Monitor and evaluate business initiatives to ensure alignment with company goals and financial targets.
• Personal Assistant to CEO
• Manage and maintain the CEO’s calendar, including scheduling meetings, appointments, and travel arrangements.
• Prepare reports, presentations, meeting agendas, and other documents as required.
• Handle confidential information with a high level of discretion and professionalism.
• Support in planning and executing company-wide meetings, retreats, and special events.

Marketing Asst. Manager at Southern Pacific Sdn Bhd (2023 – 2024)

• Assist in developing and implementing integrated marketing campaigns aligned with brand and business objectives.
• Coordinate with internal teams and external vendors to execute marketing projects (e.g., social media, email, events, advertising).
• Manage content calendars and support the creation of promotional materials, social media posts, newsletters, and product copy.
• Monitor and analyze campaign performance using tools like Google Analytics, Meta Business Suite, etc.
• Support in budget tracking, invoicing, and vendor coordination.
• Conduct market research and competitor analysis to identify trends and opportunities.
• Plan and support events, product launches, and brand activations.
• Help maintain the brand’s online presence and ensure content consistency across channels.
• Collaborate with sales, design, and product teams to ensure cohesive marketing efforts.
• Prepare marketing reports, dashboards, and presentations for internal stakeholders.

Producer at ASTRO (2016 – 2022)

• Create TV show content, show event organization, production planning.
• Developed project budgets and managed production costs.
• Work closely with producer in different stages of the production progress.
• Support to producer by undertaking research into any subject or issue relevant.
• Contribute ideas to the team.
• Assist in assembling and processing program information and document.
• Content planning for TV show social media platform.
• Execution including liaise with 360 team (production, client, marketing, media sales)
• Create content for social media posting.
• Coordinate with TV programme contestants.

EMBA – Action Business School

Diploma of Education in Mass Communication/Media Studies – Ming Chuan University