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Product · Growth · Commercial

Product thinking, grounded in people and business.

I’m Ariessa, Product Owner for Kuali. I work across product direction, audience growth, commercial development and sales enablement.

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Ariessa with Chef Wan at Kuali's relaunch
Kuali relaunch · with Chef Wan
145%Kuali audience growth
31%BSN staff conversion
RM3.05MProperty sales
10.5K+Campaign conversions
01

Selected work

Five chapters that show how I think, build and bring people together.

The Star front page featuring Kuali's relaunch01

Product ownership

Kuali: a familiar name, built for its next chapter.

I lead Kuali’s product direction across the website, audience lifecycle, launch and commercial development.

145% social audience growth in 5.5 months, alongside Editorial
  • Product strategy
  • Rebrand
  • Audience
  • Monetisation
Supporting detail
  • Product roadmap, website information architecture and sitemap.
  • EDM journeys and development of the first-party audience database.
  • Commercial packages, sales enablement and YouTube monetisation.
  • Audience-growth strategy in partnership with Editorial.
Early Telegram pilot showing Kuali Foodie Newsroom categories and a sourced food-safety story lead02

Applied AI · Editorial operations

Kuali Foodie Newsroom: from signals to story leads.

I taught myself the tools and built a Telegram monitoring pilot that gives Kuali’s five-person editorial team a clearer view of food stories worth investigating.

Live in under two weeks · 15+ sources · twice-daily alertsView early pilot screenshot
  • AI workflow
  • Editorial intelligence
  • Source checks
  • Feedback loop
Supporting detail
  • Sweeps Malaysian food news, RSS and social sources for viral stories, industry developments and food-safety alerts.
  • Groups alerts into six coverage categories. Editors route and rate each lead as cover, potential or skip.
  • Weekly quality and coverage reports help tune the screening. Source checks, cost controls and failure alerts keep the pilot accountable.
Ariessa Razali at Bank Simpanan Nasional's Retail Banking department03

Banking & growth

Making digital growth usable for the sales team.

At BSN, I introduced new acquisition channels and built practical, compliant social-selling support for Retail Banking teams.

31% staff conversion from one RMS activation
  • SEM
  • EDM
  • TikTok Live
  • Sales enablement
Supporting detail
  • Introduced and scaled new acquisition channels for Retail Banking.
  • Created social media training and peer support for sales personnel nationwide.
  • Supported go-to-market planning for Qaseh Setia and Education-i Financing.
Ariessa speaking at IQI's Terrific Tuesday session04

Property & applied AI

Hartanah Buddy started with the customer.

A personal property brand and lead-nurture system became the foundation for a software product shaped by real workflows.

RM3.05M in sales · 86% conversion rate
  • Customer discovery
  • CRM
  • AI product
  • Workflow design
Supporting detail
  • Built the original brand around content, lead generation and client nurture.
  • Used frontline property experience to identify repetitive work worth simplifying.
  • Later translated those lessons into the Hartanah Buddy software product.
Majoriti digital news platform campaign visual05

Digital media

Turning audience opportunities into partnerships.

I supported product owners and cross-functional teams across Majoriti and Majoriti7 on launches, journeys and commercial campaigns.

10.5K+ conversions from the Starbucks collaboration
  • Product delivery
  • Partnerships
  • Retention
  • Campaigns
Supporting detail
  • Worked across development, design, Editorial and Sales.
  • Supported audience journeys, retention and monetisation initiatives.
  • The Majoriti7 and Starbucks collaboration generated more than 10,500 conversions.
02

The work behind the outcomes

Selected documents and moments that show how the work was carried out.

Bank Simpanan Nasional · 2025–2026

Helping sales teams grow digitally.

The work was not only to launch new channels. It was to make them useful for the people speaking to customers every day.

31%staff conversion from one RMS activation
3 channelsSEM, EDM and TikTok Live
Nationwidetraining and peer support
GTMQaseh Setia and Education-i Financing
Only selected title pages are shown. Internal roadmaps, system links and campaign details remain private.
Cover of the RB Social Media Superstars proposal prepared by Ariessa Razali
RB Social Media SuperstarsProgramme proposal and training pathway
Cover of the TikTok Live 101 training deck for BSN Retail Banking
TikTok Live 101Practical, compliance-aware training
Cover of the guide for adding BSN's Referral Management System to a phone home screen
RMS adoption guideMaking an internal tool easier to use

Hartanah Buddy · the first chapter

It started with the customer, not the software.

Before Hartanah Buddy became a product, it was my personal property brand for content, lead generation and client nurture.

Ariessa speaking at IQI's Terrific Tuesday session
Terrific TuesdayInvited speaker at IQI
Ariessa presenting a property project to the IQI team
From practice to stageSharing project knowledge
IQI Elite recognition showing Ariessa among the top project performers
Top project performerTeam recognition · June 2025
IQI Elite recognition graphic for Ariessa as third runner-up
3rd runner-upProject performance · June 2025

From the archive · 2022

Partnerships, made visible.

Some of the wider team collaborations from my time working across Majoriti and Majoriti7.

News article about the Majoriti7 and Starbucks collaboration
Majoriti7 × StarbucksCommercial collaboration
News article about the Majoriti and Grab Malaysia collaboration
Majoriti × GrabStrategic partnership
The Star article about the Majoriti and Setel collaboration
Majoriti × SetelSubscription partnership
News article about the Majoriti and Yoodo collaboration
Majoriti × YoodoSubscriber offering
Majoriti7 launch event with the magazine cover on display
Majoriti7Launch moment

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03

What I bring to the table

Product judgment, audience understanding and a practical commercial lens.

A core strength

Connecting the product to the business.

I help turn an audience opportunity into something Sales can explain, package and take to market.

  • Sales enablement
  • Monetisation
  • Partnerships
  • P&L monitoring
04

Experience

A career shaped by customers, commercial realities and cross-functional delivery.

2026—Present

Product Owner, Kuali

Star Media Group

Assistant Manager, Product & Innovation (Bahasa Vertical). I own Kuali’s product direction across the platform, audience lifecycle, launch and commercial development.

2025—2026

Digital Content Specialist

Bank Simpanan Nasional

Led digital growth for Retail Banking, introduced new acquisition channels, built social-selling support for sales teams and contributed to go-to-market launches.

2024—2025

Real Estate Negotiator (REN)

IQI Global

Built Hartanah Buddy first as a personal property brand, combining content, lead generation and CRM nurture with direct client work.

2022—2024

Senior Executive, Product Strategy & Management

Star Media Group

Supported Product Owners across The Star Online, Star Biz7, Majoriti and Kuali. Worked with developers, designers, Editorial and Sales on product, retention and monetisation initiatives.

Open to the right opportunity

Let’s build something useful.

I’m interested in Manager-level Product Management and AI delivery roles where strategy, customers and execution meet.

ariessa.razali@gmail.com LinkedIn