Experience

Sustenir Group

• Singapore
• Food and Beverage Manufacturing
• 1 - 100 Employee

• Chief Executive Officer

  • Dec 2021 - Present

  Leading Sustenir's ambition to improve healthspans of consumers by growing fresh superfoods at the heart of Asia's mega cities. We are on a mission to enable consumers to #LiveLarger in life by eating 1 bag of fresh superfoods daily.Passionate about developing teams and talents, and bringing people on board this exciting journey to build a localized food value chain that ramps up local production, creates local jobs, upskills local talents and brings the most nutritious, freshest produce to consumers. Show less

• Chief Operating Officer

  • Apr 2021 - Nov 2021

• General Manager

  • Mar 2018 - Mar 2021

  - Led Sustenir's transformation from food service-focused city farming concept into a consumer brand that can develop 1-to-1 engagements with consumers at scale through nationwide distribution across all markets - Lead strategic partnership development with key retail, food service and automation partners to unlock growth for all parties - Partner governments to re-invent supply chains to grow at the heart of demand, hence improving local food resilience and creating local jobs in cities we operate in - Led the successful end-to-end roll out of Sustenir's business in Hong Kong, from due diligence and project management of farm construction to build-up of local team and the develop of route-to-market with strategic retail partners such as Dairy Farm International and City Super - Board Member (non-voting) who served as Company Secretary in 2020 and continues to represent Management and provide insights on business performance and route-to-market/expansion strategies to the Board of Directors- Successfully elected to the Management Committee of the Singapore Agri-Food Enterprises Federation (SAFEF) to represent farms in Singapore and inspire development of farms towards the Government's 30-by-30 vision Show less

• Regional Sales Manager

  • Jul 2017 - Feb 2018

  - Led Sustenir Group's sales function by establishing retail channel in order to pivot business from City Farming Concept that focuses on food service into a ubiquitous consumer brand that can inspire change to do good for people and planet - Partner leading retailers and B2B clients to jointly unlock sales growth by meeting consumer demands of high-quality, healthy, fresh and delicious local produce



Unilever

• United Kingdom
• Manufacturing
• 700 & Above Employee

• eCommerce Manager, Southeast Asia-Australasia

  • Dec 2015 - Jul 2017

  - Pioneered regional partnerships with leading eCommerce partners which accelerated company’s growth in eCommerce and vast improvement in market share- Crafted strategy around operationalizing online marketplaces and how to win in this space,hence accelerating country team’s entry into this new revenue through a clear compass- Led Singapore eCommerce business, which grew exponentially (>50% growth) year-on-yeardespite challenging conditions through test and learn, and executing creative cross promotions- Partnered with leading eCommerce retailer in SIngapore to implement category management online initiatives based on shopper path-to-purchase, hence leading to increase in shopper penetration,improved conversion and exponential sales growth in chosen category; this was an award-winninginitiative that was shared globally at both IGD and internal forums Show less

• Regional Sales Manager - South & East Lower Malaysia

  • Jan 2015 - Nov 2015

  - Drove mantra of "Execution is the Strategy" with field sales team - Together with team, drove positive sales growth (above market) and improving sales fundamentals in eight distributors in Johor, Malacca and parts of Pahang - Collaborated with newly-appointed distributors to unlock sales growth through improving logistics infrastructure and field sales coaching, hence leading to improved delivery service, lower salesmen turnover and reduced customer complaints - Re-launched company's Perfect Store intiative through systematic monitoring of in-store execution and field coaching, hence significantly improving compliance of distributors in Johor Bahru and Malacca Show less

• Executive Digital Assistant to President, Southeast Asia-Australasia

  • Jul 2014 - Dec 2014

  - Led both mobile and digital initiatives on behalf of the President, SEAA to future-proof Unilever's competitive position in the region- Worked closely with both multi-national and local Tech companies to build right partners towards Unilever's Mobile 2020 Vision - Supported regional E-Commerce hub in ensuring Brand teams provided the right digital assets for local E-Commerce sales teams to deploy

• Channel Marketing Support Manager

  • Jan 2014 - Jun 2014

  - Leveraged on male shopper insights in Convenience channel to initiate customer-centric activations to drive male grooming sales growth- Strategized plans by sale channel through data-driven projections of growth drivers, hence providing an insight into the capabilities and categories required to win in the future- Evaluated an important national co-branded promotion, and made immediate corrective actions in stores to improve when initial results turned out less than satisfactory

• Area Channel Manager, Manila (General Trade)

  • Jun 2013 - Dec 2013

  - Led the General Trade (GT) business for market-leading brand Selecta in Manila to better sales performance and business fundamentals via effective business operations and targeted growth initiatives with GT customers, hence winning the GT Area Channel Manager of the Quarter Award for 3rd quarter (Q3) of 2013- Improved operational efficiency within the biggest Ice Cream Distributor in the country through a New Trucking Model and better synergy between salesmen, merchandisers and delivery trucks in their area of control; this brought a 15% improvement in Salesmen productivity and turned around the Distributor’s in-store execution performance to become the top performer by Q3 - Leveraged on consumer and customer insights about Selecta’s Ice Cream Destination Stores to implement improvements to the programme’s proposition and promotion through a first-ever National activation in GT to establish our customers’ credentials within their communities Show less

• Assistant Brand Manager, Radiant Southeast Asia

  • Oct 2012 - May 2013

  - Improved the Brand’s Communication Strategy in Vietnam through a rigorous workshop comprising creative, research and brand teams to create model that could build brand love with lapsed consumers and improve Radiant’s brand equity - Collaborated with the Brand Team in Vietnam to ensure the successful re-launch of the brand in August 2013 through a strong product mix and a robust integrated business communication strategy

• Customer Development Executive

  • Jan 2012 - Oct 2012

  - Oversaw efficiency optimization which helped Unilever’s ground staff be better-organized and streamline amount of man-hours needed to service customers - Led the re-strategizing of the Ice Cream department’s Route-to-Market by re-working service frequencies and salesmen remuneration to improve productivity of resources- Initiated a sophisticated in-store auditing team that would help improve the company’s in-store execution performance and foster closer relationships with key customers by sharing in-store knowledge and reducing loss of sales opportunities Show less



SMU Business Committee (BIZCOM)

• President

  • Oct 2009 - Oct 2010

  - Managed BIZCOM, a self-sustaining business entity responsible for raising funds to support student-run activities under the SMU Students’ Association - Increased BIZCOM’s net profit from $24,538 (2009) to $96,664 (2010) by collaborating with clubs in SMU to propose annual exclusive partnerships with multi-national enterprises such as OCBC Bank and Singtel - Created new business opportunities with major partners by introducing exclusivity clauses and sharing BIZCOM’s marketing research data, hence generating increased revenue this year - Enhanced BIZCOM’s reputation and served the community by initiating the SMUSA-BIZCOM Student Life Awards to recognize outstanding student leaders - Emphasized BIZCOM-led events as both a revenue driver and an enriching learning experience for members by sharing BIZCOM’s strategic direction - Invited to present at the Office of Career Services’ Freshmen Programme about undergraduate life and tips to enjoying a fruitful University life, hence proliferating BIZCOM’s activities in SMU Show less



Ingenio Private Limited

• Marketing & Operations Intern

  • May 2010 - Jul 2010

  - Responsible for the operations team in Standard Chartered Bank's Young Apprentice Programme which ensured the success fo the new expanded 3-day event - Strategized with business development head regarding the marketing mix to be used for Ingenio's Camp Invention 2010 to ensure 50% increase in sign-ups from last years, but yet keep within a tight budget - Responsible for the operations team in Standard Chartered Bank's Young Apprentice Programme which ensured the success fo the new expanded 3-day event - Strategized with business development head regarding the marketing mix to be used for Ingenio's Camp Invention 2010 to ensure 50% increase in sign-ups from last years, but yet keep within a tight budget



Singapore Management University

• Singapore
• Higher Education
• 700 & Above Employee

• Teaching Assistant

  • Jan 2009 - Apr 2009

  - Refined course content at regular intervals with Professor Yong to improve quality of module by observing and reviewing assigned classes - Advised students on their Creative projects, Creative journals and progress in class by setting up consultation sessions, hence providing students with a better experience in this module - Refined course content at regular intervals with Professor Yong to improve quality of module by observing and reviewing assigned classes - Advised students on their Creative projects, Creative journals and progress in class by setting up consultation sessions, hence providing students with a better experience in this module



ESPN STAR Sports

• Singapore
• Broadcast Media Production and Distribution
• 100 - 200 Employee

• Sales Order Coordinator

  • Nov 2007 - Jul 2008

  - Implemented the new IBMS Computer system in a multifunctional team - Analyzed TV ratings purchased from AC Nielsen for ESPN Star Sports' Marketing Research department to aid advertising sales strategy - Implemented the new IBMS Computer system in a multifunctional team - Analyzed TV ratings purchased from AC Nielsen for ESPN Star Sports' Marketing Research department to aid advertising sales strategy