Climbing the corporate ladder

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MIRIAN Abel Nelson Nang rose from the position of an unknown public relations manager to become the corporate director (marketing & communications) of one of Malaysia’s most well-known companies – the entire Berjaya Hotels & Resorts (BHR) group. All in a period of five short years.

TEAMWORK: Abel (front row – second from right) with his Corporate Marketing & Communications team from Berjaya Hotels & Resorts

His success is extraordinary as he has no formal training in PR and the hospitality industry – yet he is still able to stay ahead of his more established counterparts and has also been widely featured in newspapers, magazines and television.

The 39-year-old graduated with a Bachelor of Science degree (majoring in forestry and wood technology) from Universiti Putra Malaysia. Before joining the hospitality industry, he had accrued vast experience in various industries – from wood-based manufacturing, shipping and education to telecommunications.

After graduating, he worked with Samling, a wood-based manufacturing company in Bintulu, for three years before doing a six-month stint as administration and marketing officer with a shipping company – Sealink Miri.

In 2000, he joined Curtin University Sarawak in Miri as a student relations officer and later as a public relation officer. It was here that he found his niche.

After spending five years at Curtin, Abel craved for bigger challenges and better opportunities in Kuala Lumpur although he was unsure what the ‘triggering points’ would be.

“I had always wanted to try something different and that was why I quit Samling and moved to a very low paying job – not having enough money but just wanting to pursue my interests in marketing, communications and public relations,” he recalled.

Between the years he was working in these establishments, there were a lot of trials and tribulations, and at one time, he even wanted to give up.

Looking back now, he confessed he had one of his general managers to thank for his current success.

Frustrations and joys

Abel believed his rise in the hospitality line was triggered by the offer to do an master of ceremony (MC) job for Jom Heboh Programme for Motorola and Hotlink in Semenanjung Malaysia in 2006.

“That Motorola offer was a stepping stone. But it was really tough at first when I had to promote something very foreign to me.

“I never thought of travelling to every corner of peninsular Malaysia but it was the triggering point for my present career” he said, adding that it was between the rest days that he thought of applying to work in the hospitality industry.

After the expiry of his three-month contract with Jom Heboh programme, Abel finally found a rewarding job as public relations manager with the Melia Group.

Two years with Melia Kuala Lumpur, then another two years with Crowne Plaza KL as marketing and communications manager and Abel had set himself up well in the hospitality industry.

He remembered those jobs fondly and with a clear sense of gratitude even though there were several times he almost gave up but his passion for public relations kept him going.

“When I started at Melia Kuala Lumpur, it was really touch – actually a rejection for one year – as no media wanted to get to know me or come to the hotel.

“If I have one person to thank for my success, it’s my GM, Arno Thony. He taught me a very tough lesson and after one year at Melia KL, I built up my confidence.”

It was at Melia that Abel started discovering his forte in brand development, marketing and media relations.

“They used Melia KL as the benchmark for the rebranding exercise and the rest of the hotels (in the Asia pact) had to follow what we did because of the success of the programme,” he said.

Abel left Crowne Plaza for Berjaya Times Square Hotel, KL, in March 2010, initially as director of marketing and communications. He handled the job so well that within six months, he was promoted as corporate director, expanding his responsibility from one property to the entire Berjaya Hotels and Resorts group.

Abel’s forte in brand development, marketing and media relations has significantly strengthened Berjaya Hotels & Resorts’ brand presence in Malaysia and abroad.

It was done through his media savvy programmes, streamlining of brand communications tools and channels, and also his humble yet colourful and practical public relations methods.

In his current role, Abel provides leadership, direction and is responsible for the vast continuum of marketing and communications areas for the 11 properties of Berjaya Hotels & Resorts. These include brand development and communications, marketing distribution and services, media relations, advertising, events, corporate responsibility, social media and e-marketing.

Secrets of success

On his success, he said: “Considering five years after leaving Miri and being here, I think that’s quite an achievement and there is only one word to describe it – passion. I love public relations and communications.”

He constantly upgrades himself through reading books and magazines and learning from others.

Other contributory factors are smart partnership with the media and artistes and the strong support from the management and staff, friends and his family members.

“When there is friendship with them (media), there is trust and business, and once you have that, whatever you do and how many times you call them, they will support you.

“But you have to be patient. We treat them like kings and queens. The media in KL always label me like this – we have been to so many hotels or resorts in KL but we have not found any person like you.”

Abel also invites regional publications to come and review the hotel and write about the facilities.

“I also engage celebrities to be associated with our events because one of the successful things in branding is partnering yourself with big names. In KL, what bigger names can you use to reach out to the public than celebrities. They have their own fans who will follow whatever they do.”

Among the celebrities he has worked with are divas like Anita Sarawak, Datuk Siti Nurhaliza and Eija Farid Ahmad.

SMART PARTNERSHIP: Malaysian diva Dato Siti Nurhaliza receiving a bouquet from Abel.

Abel also attributes his success to good upbringing and support from close friends, especially in Curtin Sarawak, whom he said always stood by him. Among them are Viziaty Drahman, Renee Loretta Foong and Felecia Ngalih.

He said his parents instilled the fighting spirit in him, especially his father who used to be the headmaster of the primary school Abel studied at.

It was the nature of his father’s job that ultimately led to him developing what he termed as a fierce sense of independence. When the family moved from their home, Abel, as a 12-year-old in standard six, stayed back with his grandmother in the longhouse.

He remembers making the many 45-minute walks to and from school, preparing his own food, washing his uniform and having to study diligently.

“My grandma was very strict. In most longhouses, the children would race up and down the porch but not at my grandparents’ house,” he said.

Abel’s family is now staying at RPR Batu 6, Miri. His father, Nelson, is from Sungai Entulang and mother, Loretta, from Sungai Mallang – both in Miri. He is the second of five children of Iban-Kiput parentage.

The other siblings are Harry, Felix, Keith and Wendy.

An equally inspiring role model to him is his uncle, Dr Penguang Manggil, permanent secretary to Local Government and Community Development Ministry. They went to the same college – Kolej Tuanku Haji Bujang, Miri.

“I always admire him for being a professional. He got his degree and masters in Edinburg Scotland and his PHD in Ireland.

“For him, no matter how old you are, the learning process never ends. A life-long learning attitude is what I admire. I grew up in a family that emphasised a lot on education. I think it should be the same in other households,” he stressed.

Corporate social responsibility

In his profession, Abel works with different people on community and environmental projects. He said it’s no longer about work but personal commitment and making a difference in society.

His love for nature and the less fortunate is evident with the implementation of conservation projects such as Redang Island Clean-Up Day (RICD) and WWF’s Save the Turtles & Tigers Campaign, and his affiliation with many charities or children homes such as Rumah Titian Kasih and Yayasan Sunbeams.

Even during his recent holidays in Miri, he took time to visit the Sunflower Centre to see how he could help the centre benefit from the Berjaya Care Foundation.

“I always bring my team with me (for CSR projects) and it’s sometime done with our own pocket money. We drive to collect money to buy food for the children.

“I want to get team involved in outside works and also with underprivileged children to remind them there are many poor people out there who need help,” he explained.

The BHR’ Corporate Marketing & Communications team comprises Marie Low, Suresh Rajenthiran, Patrick Wong, Sophia Lim, Yong Thing Yew, Yeong Wai Peng, Hasniza Md Ros, Mohd Ezal and Audrey San.

Abel’s extensive involvement in CSR and hospitality makes him one of the most widely featured corporate figures in the media.

He has done interviews with two high profile lifestyle magazines – The Peak (May 2011) and Malaysia Tatler (July 2011) – and also appeared on the front cover of one of Malaysia’s best business magazines – Smart Investor – in August 2011.

Future directions

Abel’s has been working with Berjaya for only three years (by March 2013), yet he feels it has been a long time.

On his future direction, he said: “I will continue to enhance my portfolio in marketing, communications and PR, bringing these skills to greater heights so I could make a bigger difference in the public or community.

“The ultimate will be to have my own consultation firm and a talk show to help individuals and the community realise their full potential in life, not forgetting, of course, to put Sarawak on the world map.

He said this was in line with his philosophy of life based on an Iban value – anang jai enggau urang (never do bad unto others) and a strong determination to share knowledge.

“People’s perception is knowledge is power but to me, knowledge is even more powerful if you share,” he said.