Human Resource & Admin Department,

KALA DEVI GURUNATHAN

No 91, Taman Lucky, Batu 6, Jalan Puchong,
58200 Kuala LumpurNo 91, Taman Lucky, Batu
6, Jalan Puchong,
Dear Sir/Madam,
I have 13 years experience in PR and Marketing credentials, I
can show that, I can benefit your company by:
Thinking Creatively Developing, or creating new
applications, ideas, systems, or products, including artistic
contributions.
Making Decisions and Solving Problems Analyzing
information and evaluating results to choose the best
solution and solve problems.
Updating and Using Relevant Knowledge Keeping
up-to-date technically and applying new knowledge to the
job.
Organizing, Planning, and Prioritizing Work
Developing specific goals and plans to prioritize, organize,
and accomplish the job.
Getting Information Observing, receiving, and
otherwise obtaining information from all relevant sources.
Manage Projects working within budget and scheduling
requirements.
I very much look forward to serve your esteemed

organization.
Thank You.
Encl: Curriculum vitae

KALA DEVI GURUNATHAN

PERSONAL PARTICULARS
I.C. No.
: 790905-08-6216
Age

: 35 years old

Correspondence Address : A1-2-8 Green Acre Park,

Bandar Sg.Long,
Batu 11 Cheras
43000Kajang
Contact Number (Res.)

: 03-9058 3888

Contact Number (Mobile) : 012-653 2101

E-mail

: sapesid@gmail.com

EDUCATIONAL BACKGROUND
2003 2004

University of Portsmouth, England

Degree- Bachelor of Science - Computing

2000 - 2002

NIIT College, Ipoh

Advanced Diploma in Centered Networking

1999 2001

Diploma in Business Administration

WORK EXPERIENCE
Jan 2005 Present

STC Equestrian & Sports Centre

PR Executive

ACHIEVEMEMTS & ACCOMPLISHMENTS:

Advertising & Promotion

Coordinate, design and produce advertisements and
promotion materials and events to promote the racing and
Equestrian Sports to existing and prospective customers.
The on-going promotion, publicity and advertising done by
the Department have provided an exciting and competitive
racing experience for our customers. This can be seen from
the increase in Betting Turnover and Racing Revenue.
The Clubs Betting Turnover also recorded an increase of
24% from RM240 Million in 2002 to RM314 Million in
2012.
The Clubs Racing Revenue also recorded an increase of
33% from RM9 Million in 2002 to RM13.5 million on
2012.
In 2007, for the first time the national turnover surpass
the one billion Ringgit mark at RM1.192 Billion.
The department has actively promoted the following events
and have yielded positive results in betting turnover :2003
2004
2005
2007
2008
2009
2010

Triple Crown Series

International Racing Week
Juvenile Million Challenge
Three-Year-Old Championship
Apprentice Jockeys Invitational Race
International Racing Carnival
International Jockeys Championship

2012

Carlsberg Gold Challenge Series

Media Relations
Serve as primary media contact, develop and maintain
relations with reporters and editors. Head of Communications
Sub-Commttee for the National Horse Show in 2005 and
2011.
Handle various numbers of media interviews from print,
electronic to on-line media. Respond to requests for
information from the media and designate appropriate
spokesperson or information source.
Engage in promoting or creating good will for the
Club/Equestrian Centre by writing convincing stories to pitch
to the media. The worth of news coverage is as follows:a. Racing News
RM600,000 annually
b. National Horse Show
RM400,000 per event
c. Single events
RM100,000 per event
Branding Exercise
It has always been a challenge to reposition the sports of
horse racing from being betting orientated to a sporting
event offering entertainment to the Malaysian public.
In 2005, the department developed a tag line A Sporting
Event for horse racing and plan and executed branding
strategies and ideas to promote races to a level whereby the
younger crowd could accept horse racing as a form of
entertainment.
Among the activities executed are such as Jockeys Parade,
Meet the Jockeys Sessions, Media Race Day, Admiral Sports
Carnival, Horse Sculpture Competition, Horse Transformation
Contest, Sasa Fashions the Turf, Carlsberg Challenge Series
and the opening of new Food Outlet, HEST Kitchen & Bar.

All the efforts have yielded positive results whereby we

manage to collobrate with companies such as Carlsberg,
Sasa, Peugeot, Getha, Memorigin and Dalmore to reach out
to our desired customers.

The exposure has produced a positive impact in sponsorship

of races. The Club manages to run a total of 14 sponsored
races in 2013 compared to only 3 in 2005, a growth of over
400%.
Race sponsorship has brought an additional income of over
RM1 Million for the Club.
Community Relations
Serve as primary contact for community relations
programme.
Organized A Heart for Charity programme every year
participated by 24 charitable organizations covering wide
range of charities such as support group, disabled, women,
old folks, health, orphanages and diseases.
Organized community projects to collect donation. To-date
have successfully conducted activities to collect donations for
the followings:2008 RM2 Million for Malayisa Horse Racing Sichuan
Earthquake Donation Drive.
2009 RM500,000 collected for Padang Relief Fund
2011RM850,000 for Malaysia Horse Racing Japan
Earthquake/Tsunami Disaster Fund in 2011
2013RM100,000 for Tabung Wira Lahad Datu
Successfully promoted Clubs Horse Riding School as an

integral part of Selangor Turf Club Corporate Social

Responsibility and the school has always had waiting list for
students to enroll.

Publication
Produced leaflets, brochures and flyers to racing fans and
public to promote Clubs activities/events. Area of work
includes copy writing, designing and circulation.
Customer Relations
Manage the front line staffs on race day.
Plan and conduct activities for racing fans to stimulate
interest in horse racing such as Lucky Draws, Wheel of
Fortune, Dance and Musical Performance, Distribution of Door
Gifts, Jockeys Parade and many more.
Plan and execute informational programs to maintain
favorable public perceptions of the operations of the Club
with transparency and integrity such as Racing Backyard
Tour, Barrier Draw and Breakfast with the Stars.
Conduct research to gauge the level of satisfaction among
racing fans with regards to the racing product and facilities.
Event Planning
Plan, organize and coordinate all official and unofficial events
for the Club such as annual dinner, private dinner, lectures,
exhibition and contest to increase sales and promote goodwill
among the racing fans and members of the Club.
Member of Organizing Committee for the following events:-

Year

Event

2009
Admiral Sports Carnival
2010
Media Race Day
2005 -2011 Turf Clubs Da Ma Cai
Charity Event
2005 - 2011 STC Golf Challenge
2009 - 2013 International Racing
Carnival
2005 - 2013 Annual Dinner of
Selangor Turf Club
2010 - 2013 MRA Awards Ceremony
2005 - 2013 Ladies Day

No of
Guests/Visitor
1,500 pax
1,000 pax
1,000 pax
300 pax
4,000 pax
1,200 pax
1,200 pax
1,000 pax

Served as Organising Committee for the National Horse

Show in 2005, 2008 and 2011 which attracts around 30,000
visitors for each event.
Plan, organize and coordinate Club Members tour to attend
races and sightseeing overseas. Managed to following tours:Year
2006
11
2007
2008
2009
2012

Tour
Singapore International Race
Egypt / Dubai
China / Hong Kong / Macau
Macau & China
Turkey & Crotia

No of Pax
300
55
72
55
33

Social Media
Oversea the development of the Clubs website in terms of
souring for quotation, approval of design, layout, content and
writing of articles.
Currently, manage and maintain the website and facebook.
Responsible for posting of articles, videos and pictures on the

website and suggest for improvement on the layout and

design of the website as and when needed.
Employee Relations
Involved in activities related in building good internal
communications between the employees of the Club. Todate, serve as a member of the organizing committee for
Staff Outing and Annual Dinner since 2005.

Other Areas
Provide excellent hospitality service to local and overseas
guests visiting the racing facilities, which includes booking of
flight, accommodation, side tours and transportation.
Provide opportunity to advertising agency and filming studios
to use the Clubs premises for shooting.
Detect and respond appropriately to emerging trends or
changes in the socio-political environment.
LANGUAGE PROFICIENCY
Oral
Written
English
Excellent
Good
Bahasa Melayu
Excellent
Good
Tamil
Excellent
Good
REFERENCE
Ms Joan Tong
Executive
Selangor Turf Club
016-668 2114

Mr Kaka Singh Dhaliwal

Former General Manager
Selangor Turf Club
016-3325243

Jul 2001 Jul 2003

Reason for leaving:

STC Equestrian & Sports Centre

Admin Asst.
Left to further Education

Sept 2003 August 2004 Alldays Store, England

Store Supervisor
Reason for leaving:
Completed Education
Expected Salary : RM 4,500