HAMBUSHED: Would INTI’s Timothy Johnson switch courses?



(marketingmagazine.com.my) – By: Malati Siniah

With his towering figure and charming smile, it’s hard to miss Timothy Johnson when you attend an event.

Always quick to share his opinion on industry issues, he is a knowledgeable marketer with over 20 years’ experience in Sales & Marketing spanning FMCG, Financial Services and now Education. Before INTI he was the Head of Marketing at Standard Chartered Bank for five years and had worked with other global brands including Nestlé and Citibank.

Currently, the Senior VP of Marketing at INTI International University & Colleges Timothy spends his days trying to crack the millennial code. Be it initiating smart partnerships, such as INTI’s recent tie up with Malaysia’s first late-night show or being faster than a speeding ostrich in capturing current trends Timothy is always on top of his game.

Read on as he shares his best career advice and the secret of marketing to millennials  in our HAMBUSH below:

Having been in the marketing industry for over 20 years what is the one thing about the industry which has always remained the same?
To me, success can only be gleaned from consumer insights. It’s not my opinion or my POV ….it’s what the consumer is saying. This has been the only constant in an ever-evolving dynamic marketing marketplace

What is the one thing you had to learn (or unlearn) throughout you career?
The Boss is occasionally/sometimes Wrong.

What course did you study for back in university and if you had the opportunity to go back in time would you switch courses?
I studied Economics, majoring in Business Administration at University Malaya. I wish that I had the chance to learn the way kids are learning now at INTI. Now it’s about creating lifelong learners and being curious.

What was the first advice received when you started your career and do you find the advice to still ring true till today?
In my first proper marketing role where I was the Brand Executive for Nestlé Ice- Cream’s Adult range, my then boss Rupert Sutton gave me a good piece of advice on critiquing Agency work.

He told me that instead of focusing on the details in the execution it was more important to focus on if the work followed the brief.

After all these years that message still rings true.

What is your advice to those planning to enter into the industry?
Immersing yourself quickly into the culture of the organization and understanding where official/ unofficial power resides is important. Also always have a 90-day plan.

What is the secret in marketing to millennials?
Millennials is just another marketing term coined to box consumers into a segment which we can all pigeon hole them in. The key to success is understanding the target consumer and being able to reach them in a genuine manner.

In line with our upcoming CMO conference, in your opinion, what are the new realities of marketing?
I am super excited about the upcoming CMO conference because I see more and more opportunities for partnerships between brands and platforms. The new reality is a world where borders are blurred, and consumers are less defined by who they are but what they believe in.

Want to meet Timothy in person to discuss your thoughts? Join us this September 6th at our annual Chief Marketing Officer (CMO) Conference where you can learn from and discuss with industry leaders about this ever evolving yet exciting industry.


HANDO speaker

The 5th Malaysian Chief Marketing Officers (CMO) Conference is a full day journey into the minds of some of the sharpest and most inspiring minds in the business.

The market is in a state of flux. Media fragmentation has gone wild. Digital is exciting but also a minefield if handled wrong. Marketers need stamina, focus and a scalable approach to strategies. ROI has never been more confusing.

Hear from these dynamic and feisty brand leaders on how they are facing the New Realities:

• Loh Keh Jiat – CMO, Digi Telecommunications Sdn Bhd
• Raja Teh Maimunah Raja Abdul Aziz – MD & CEO, Hong Leong Islamic Bank Berhad
• Sulin Lau – Head of Marketing Services, Maxis
• Cyril Dhenaut – Head of Marketing, KFit
• Timothy Johnson – Senior VP of Marketing, INTI International University & Colleges
• Eric Wong – Marketing Director, IBM Malaysia
• Srikanth Ramachandran – Executive Director, Moving Walls
• Spencer Lee – Head of Commercial, AirAsia Berhad
• Bala Pomaleh – CEO, IPG Mediabrands
• Rachel Lim – Co-Founder of Love, Bonito
• Edward Ling – Sales Manager, Waze Malaysia

• Santharuban T. Sundaram – Group Marketing Manager, Etika Holdings (formely Permanis)

Date: September 6th, 2016 (Tuesday)

Venue: Sime Darby Convention Centre, Jalan Bukit Kiara, Kuala Lumpur.

For details, contact Ruby on 03-77262588, [email protected]

Download event PDF here

More details www.marketingmagazine.com.my/cmo2016

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