Lydia Chan

Lydia Chan

Regional Business Development Lead — Advertising & Integrated Media

Lydia Chan is a Kuala Lumpur-based Business Development Lead with 8+ years of experience in advertising agencies across Southeast Asia.

About

As a forward-thinking Business Development Strategist, Lydia Chan helps global and regional brands navigate the evolving Southeast Asian advertising landscape. She specializes in crafting winning pitch strategies that integrate performance marketing, programmatic DSPs, and multi-channel campaign architectures. Throughout her career at top-tier agency networks, Lydia has built a reputation for turning complex client challenges into high-converting agency proposals. Her expertise lies in closing master service agreements for FMCG and e-commerce leaders by delivering measurable ROI and scalable media executions.

Pendidikan: Bachelor — Marketing. University of Malaya

Experience

  • Business Development Lead — Zenith Media SEA — Kuala Lumpur

    2022 - Present

    Driving regional growth across Malaysia, Singapore, and Indonesia. Secured 15+ major enterprise client wins valued at over $12M in new ad spend. Key Focus: Digital Transformation, Performance Media & Programmatic Strategy.

  • Senior Business Development Manager — TBWA\Group Malaysia — Kuala Lumpur

    2018-2022

    Led end-to-end pitching processes for FMCG, retail, and automotive sectors. Increased pitch win rate by 35% and built a $5M pipeline within the first 18 months.

  • Media Account Manager — Sales — Dentsu International — Kuala Lumpur

    2016-2018

    Managed client relations, cross-selling performance media products, programmatic DSP solutions, and creative campaign executions for regional brands.

Skills

  • CRM & Pipeline Management
  • Ad Tech & Performance Platform
  • Media Intelligence & analytics
  • Presentation

Projects

  • $8M SEA Integrated Campaign Pitch Win

    Agency Sales & Pitchin

    for Regional E-Commerce & Retail Conglomerate (Confidential)

    Lead Business Development & Pitch Strategist

    Client was experiencing declining market share among Gen-Z shoppers across Southeast Asia and sought a unified media execution agency. The pitch required beating 4 top-tier regional agency networks within a tight 3-week deadline.

    Spearheaded end-to-end pitch strategy and commercial negotiations. Formulated a unified multi-channel media strategy leveraging Meta Ads, TikTok, Google DSP, and Programmatic OOH. Aligned internal creative, media planning, and tech teams to build a high-impact commercial proposal.

    Secured a 3-year master agency contract valued at $8M in total ad spend. Achieved 180% ROI target in the first two quarters and expanded client app installs by 24% across Malaysia, Singapore, and Thailand.

    Tools: Salesforce, Google Slides, The Trade Desk, DV360

  • 300% Revenue Expansion for Regional FMCG Brands

    Agency Sales & Pitching

    Unilever & Nestlé SEA Accounts (Regional)

    Lead Business Development & Key Account Strategist

    Client accounts were fragmented across multiple local media vendors in Malaysia, Thailand, and Indonesia, leading to inconsistent campaign ROAS, high agency overhead, and underutilized programmatic data capabilities.

    Conducted a comprehensive media audit across all active markets and pitched a consolidated Master Service Agreement (MSA). Introduced unified audience targeting via Demand-Side Platforms (DSP) and cross-channel optimization strategies, convincing regional brand directors to centralize their ad spend with our agency network.

    Successfully upsold performance and programmatic media packages, expanding account revenue by 300% YoY (from $1.2M to $4.8M). Reduced client media waste by 28% and secured a multi-year exclusivity contract across 3 SEA countries.

    Tools: Salesforce, The Trade Desk, Similarweb, Keynote

  • Slidebeam Agency Deck Pitch

  • Reduzz Campaign

  • Classic agency

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