By The Malketeer
In an exclusive interview with Marketing Magazine, Jill Yeap, the newly appointed Head of Marketing at Tune Talk, shares her journey from FMCG dynamo to telco trailblazer.
With a passion for purpose-led brands and people-first leadership, Jill is bringing a bold new vision to one of Malaysia’s edgiest telcos.
From Consumer Goods to Data: A 15-Year Love Affair with Marketing
Jill Yeap didn’t stumble into marketing—she sprinted towards it.
Fuelled by an obsession with storytelling and an insatiable curiosity about human behaviour, her career was born not out of convenience, but conviction.
“I was drawn to marketing by a love for storytelling and understanding what drives people’s choices,” she says.
“The magic of marketing lies in turning transactions into relationships.”
That mindset carried her through more than a decade in the fast-paced world of FMCG, building and revitalising iconic brands like Dettol and Dutch Lady.
“Working with big brands taught me to stay agile, trust data, and never lose sight of the consumer,” she explains.
The Framework That Built Her Career
Her strategic discipline is anchored in a personal framework—Diagnose, Strategise, Execute, Evaluate—shaped by years of brand-building trenches.
It’s part marketing playbook, part leadership compass.
“Diagnose means finding the real problem. Strategise sets clear, balanced goals. Execute brings ideas to life. And Evaluate keeps us learning,” she outlines.
This method empowers teams to stay focused and aligned—without stifling creative sparks.
The Big Leap: Why Tune Talk? Why Now?
After years of dominating the FMCG scene, Jill was ready for something bolder.
From FMCG to telco might seem like a daring leap, but to Jill, it was the perfect intersection of culture, creativity, and challenge.
“Tune Talk stood out immediately. It’s bold, disruptive, and deeply rooted in Malaysian culture,” she says.
“That spirit clicked with me. And once I saw how deeply it’s connected to Malaysian culture, I knew I wanted to be part of its next chapter.”
The clincher? CEO Gurtaj Singh Padda’s vision.
“Our early conversations weren’t about KPIs or market share. They were about people, legacy, and impact,” she recalls.
“His belief in purpose-led leadership resonated deeply.”
Carving a Bold Path: Tune Talk’s Next Evolution
Jill is no stranger to sharp brand positioning.
But for Tune Talk, she’s raising the stakes—bringing tighter messaging, fresher visuals, and a louder cultural voice.
“My first 90 days are all about listening, learning, and laying strong foundations,” she says.
That includes building trust within her team, understanding consumer nuances, and scoring early wins that matter.
Her marketing mix is driven by relevance—not by trends.
“It’s not about being everywhere. It’s about being meaningfully present,” she says.
“Whether digital-first or on-ground, every campaign will be insight-led and locally resonant.”
Youth, Gaming, and a Telco-Powered Future
If money were no object, Jill dreams big.
“I’d launch Southeast Asia’s first telco-powered gaming world. Built for youth, fuelled by data, and driven by culture.”
It’s a glimpse of where the brand could evolve, beyond connectivity into lifestyle experiences.
From gaming bundles to creator collabs, she sees telco as a lifestyle platform, not just a service provider.
At the heart of her creative vision is one principle: staying unmistakably Tune Talk.
“We’re bold, cheeky, and proudly different. But we evolve with purpose—never at the cost of our identity.”
Agencies, AI and the Art of the Brief
To Jill, a great agency partner doesn’t just fulfil the brief—they challenge it.
“It’s about chemistry, shared ambition, and the hunger to create work that matters.”
She sees AI as a meaningful enabler, not a substitute for creativity, but a tool that helps teams work smarter and faster.
“AI can help us write smarter, personalise better, and design faster. It’s not about automation—it’s about elevation.”
Still, Jill stays grounded.
“Any trend chasing clicks without building real connection is just noise in a crowded feed.”
Malaysian Marketing: Getting Bolder, More Local
Jill believes Malaysian marketing is entering a brave new chapter.
“We’re getting braver. Telling more local stories, using our own slang, embracing our multiracial richness,” she says.
“Our creative work is full of character—and the talent is world-class.”
But she believes the real opportunity lies from sales-focused messaging to insight-led creativity.
Team First: Building Marketers for the Future
Leadership is more than performance—it’s begins with people.
Jill leads with “clarity and care.”
“I build safe spaces where curiosity is encouraged and mistakes are learning moments,” she says.
“Skills are teachable. But attitude—the hunger to learn, own, and grow—that’s what sets people apart.”
One moment that stays with her? A pressure-packed week when her team rallied with grit, optimism, and heart.
“That’s when I knew—culture carries us forward.”
Legacy, Loyalty, and Lessons in the Shower
What legacy does she hope to leave behind?
“More confident marketers. Campaigns that connected. And a culture where people felt seen, heard, and lifted.”
As a mum of two, her best ideas don’t always strike in meetings.
“Long drives, Pilates, or even the shower—that’s where the creative magic sneaks in.”
Her advice to her younger self?
“Be curious. About everything. Especially people. And don’t be afraid to ask for clarity—sometimes even the seniors are figuring it out.”
Beyond the Brief
At Tune Talk, Jill isn’t just rebranding a telco.
She’s reigniting a cultural conversation—where boldness is balanced by purpose, and marketing isn’t just noise, but meaning.
If her journey is any indication, Tune Talk is about to enter its most exciting chapter yet.
And Jill Yeap?
She’s just getting started.
Share Post:
Haven’t subscribed to our Telegram channel yet? Don’t miss out on the hottest updates in marketing & advertising!
