Michelle Phang, Co-Managing Director of OpenMinds Digital, underscores the unique challenges Malaysian MNCs and SMEs face in the rapidly evolving digital landscape. “In today’s landscape, many Malaysian MNCs and SMEs find themselves relying on digital tools out of necessity, often without a clear understanding of how to harness their full potential,” Phang notes. She highlights the disparity between having digital tools and fully leveraging them, a gap that OpenMinds Digital aims to bridge through comprehensive digital solutions and performance tracking.
OpenMinds Digital is set to play a significant role in digital transformation for MNCs and SMEs in Malaysia. Can you elaborate on the specific challenges you anticipate facing in this sector, and how OpenMinds Digital plans to address these challenges?
Michelle Phang: Many MNCs and SMEs struggle with disjointed data systems that hinder effective collaboration and cause disconnection between the brand and its audience. They often leverage a variety of disparate platforms in their work that don’t integrate well with each other leading to siloed data and workflows which prevent them from accessing essential data to draw meaningful conclusions.
Apart from that, they face issues like tracking end-to-end customer journeys and managing digital resources effectively, which are all crucial for predictive analysis and strategic planning. These challenges become increasingly prevalent as Malaysia’s economies digitalise.
Our approach begins with a thorough Martech audit to identify and address the root causes of these challenges. We then streamline and integrate digital tools and assets from social media platforms to CRM systems into a unified ecosystem. If migration or development of middlemen is necessary, we provide support to ensure customers obtain data at each digital touchpoint across the customer journey.
May Lee: This integrated solution enables companies to gain deeper insight and create a single source of truth, allowing leaders to make informed decisions. In the meantime, we implement other digital marketing efforts such as Search Engine Optimisation (SEO), Content Marketing and Performance Marketing to help businesses increase brand awareness and optimise for conversions or lead generation.
As leading women in a predominantly male industry, what are your main goals for OpenMinds Digital in the next five years, and how do you plan to achieve them?
May Lee: To navigate the ever-changing landscape of the tech and digital marketing industry, we find that the key to success over the next five years lies in embracing adaptability, fostering inclusivity, and focusing on meaningful growth.
Adaptability: The tech world doesn’t pause or wait—it evolves continuously. Our goal at OpenMinds Digital is to remain agile, and ready to adapt our strategies and operations to the rapid changes in the market. This means keeping a keen eye on emerging technologies and shifting consumer behaviours and being prepared to pivot our approaches to remain relevant at the cutting edge.
Inclusivity: We’re committed to cultivating a more diverse and inclusive environment. We believe that a broader range of perspectives not only enriches our company culture but also enhances our creative solutions and strategic decisions. Our commitment is to ensure that everyone, especially women, feels valued and has equal opportunities to succeed. Moreover, we aim to demonstrate that women can perform equally well in the tech and digital industry, challenging the outdated notion that tech is usually for men.
Growth: We aim to build lasting relationships with our clients by providing them with solutions that not only meet their immediate needs but also set them up for long-term success through meaningful data.
Through these principles, we will navigate the unpredictable twists and turns of the industry while staying true to what we believe in to make a positive impact on our clients and the broader digital landscape.
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With rapid changes and advancements in digital technology, how does OpenMinds Digital intend to stay ahead of the curve in terms of adopting and implementing new marketing technologies and strategies?
May Lee: As digital marketing continues to evolve, particularly in Malaysia and the broader region, several trends such as AI, social commerce, and short-form videos are becoming increasingly pivotal. At OpenMinds Digital, we are not only aware of these trends but are actively incorporating them into our strategies.
Our approach involves integrating AI to enhance data management and generate personalised content that effectively resonates with our client’s target audiences. This is part of our broader commitment to navigating the complexities of the digital landscape and ensuring that our clients are well-positioned to leverage these technological advancements.
Michelle Phang: We are dedicated to helping businesses establish a robust martech infrastructure that aligns with their unique needs. By providing expert guidance and precise information, we empower companies to make informed decisions that prevent unnecessary expenditure on ineffective channels and platforms. This strategic approach not only optimises marketing budgets but also maximises returns on investment by targeting the most effective avenues for expansion.
At OpenMinds Digital, our goal is to ensure that our clients build a strong foundation for their digital marketing efforts from the start, thus fostering sustainable growth and success in an ever-changing digital environment.
How do you believe your leadership as women will shape the culture and operations at OpenMinds Digital? Moreover, how do you plan to promote gender diversity within your teams and projects?
Michelle Phang: As female leaders at OpenMinds Digital, our leadership are rooted in a deep understanding that diverse teams bring a variety of perspectives and skills. This belief not only shapes our organisational culture but also directs our operational strategies to be more inclusive and innovative.
Reflecting on my journey and that of my co-founder, May Lee, we both have leveraged our unique backgrounds—hers in Pharmaceutical Chemistry and mine in accounting and finance—to carve out successful paths in the martech sector. May’s detailed approach to conducting marketing experiments and my analytical expertise demonstrate that skills and leadership effectiveness are not confined by gender.
To promote gender diversity at OpenMinds Digital, we are committed to fair hiring practices that prioritise an individual’s passion for technology and digital marketing, regardless of gender or sexual orientation. Every team member has undergone at least two interviews and assessments to evaluate their dedication and potential, ensuring we achieve the results our clients desire. Additionally, we are actively developing mentorship programmes designed to support and empower women within our workforce. These initiatives help women advance and succeed in their careers, further reinforcing our commitment to fostering a more inclusive and diverse workplace.
May Lee: Ultimately, we aim to create an environment at OpenMinds Digital where people of all genders feel valued and motivated to explore their potential, thereby contributing to a richer, more diverse industry landscape. This commitment not only enhances our company’s culture but also exemplifies our leadership in setting standards for inclusivity and excellence across the tech industry.
What advice would you give to young professionals, especially women, who are aspiring to leadership roles in tech and digital marketing industries?
Michelle Phang: In the tech and digital world, fresh ideas and diverse viewpoints are not just welcome; they are essential for innovation and progress. However, the value of great ideas is truly realised through meticulous execution and strategic planning. Therefore, continuously cultivate your skills and knowledge. Whether it’s through formal education, self-study, or hands-on projects, make learning a lifelong habit. Don’t just aim to keep up—strive to set the pace.
May Lee: Leadership in tech and digital marketing doesn’t follow a straight path. Let courage lead your way. Step into challenges with determination and see every setback as a setup for a comeback. The tech and digital arenas are particularly prone to rapid change and occasional failure; embrace this. It’s in the moments of overcoming obstacles that leadership is forged. Forge ahead, armed with the conviction that your contributions can drive meaningful impact.
Alongside the launch of a new digital solutions and performance brand, OpenMinds Digital, in Malaysia, OpenMinds Digital has appointed Michelle Phang and May Lee as managing directors, using their significant experience and expertise in digital marketing strategies and technology. They will lead the business toward strategic growth and innovation in the constantly evolving digital landscape with their experience. Their deep understanding of new trends and digital marketing technologies will enable OpenMinds Digital to adapt to changes in the market and take advantage of new opportunities.
