Experience

F&N Foods

• Singapore
• Food Production
• 200 - 300 Employee

• Sales Manager (Team Lead) - Modern Trade

  • Oct 2015 - Present

  • • Responsible for the largest account in F&N foods – FairPrice, Fairprice online, Cheers & Watsons. • Hands on experience in handling all Modern Trade account from FairPrice, DFI, Sheng Siong, Prime, CVS Channels, Watsons and FP ecommerce channel. • Lead a team of Assistant Sales manager to achieve team targets • Execute NCPs, NPDs & any adhoc promotions on a timely basis and ensure that all spacebuys are executed instore. • Effective management of trade spent to drive profitable ROI for respective customers, ensure accurals are done timely to so to reflect accurate pbit by month end. Responsible for channel overall profitability • Ongoing evaluation of promotion results and development of recommendations to drive performance to meet establish targets. Establish gaps and execute recovery plans. • Conduct and host yearly high level Joint Business Planning and Top to Top with respective banners stakeholder. • Collaborate with retailer’s planogram team to enhance visibility and exposure on shelf. And constantly review sales for opportunity of listing upgrade. Key achievement - 2015 - Managed to close the Chilled sales flat vs year ago for Cold Storage banner despite 12 Cold Storage store closure in 2015. Growth contributed from listing of new brand – Dairy Farmers. - 2015 - Managed to reduce the trade spent for Cold Storage & Giant banners by 3-5% vs year ago. - 2018 - Managed to grow Sheng Siong Chilled account by 5% vs budget despite market softening. Growth contributed from securing of planogram captaincy. - 2020 – Grew FP by +15% vs budget with the addition of new agency brand and pandemic period. Successful price increase for F&N range of products. - 2021 – Successful price increase for F&N products and listing in products into diff planogram category. Grew FP by +9% vs budget for overall FP with new agency brand, Grew Prime by +33% vs budget with growth coming from festive. Show less



Goh Joo Hin Pte Ltd

• Singapore

• Corporate and Business Development Manager

  • Apr 2007 - Jul 2012

  • Managing a portfolio of customers including CVS, all major banks, departmental stores, hamper and gifts companies and all other corporate companies. • Responsible for CNY sales pitch and business reviews to major supermarket including FairPrice and Dairy Farm. • Relationship building with business partners for revenue growth and customer retention. As well as to identify new growth area & develop new business in Singapore and Malaysia. • Trade Key account management which includes monthly promotion, handle space and advertisement buy and conducting quarterly business reviews. In addition, working with bank partners to leverage on their expanded reach and exposure. • Responsible for department’s P&L and sustaining ROI through handling of promotion mechanics, pricing, costing, packaging and communication materials. • Sales forecast and inventory management for Corporate channels including Singapore and Malaysia market. • Conduct product and sales training to all convenience channels in Singapore and Malaysia. Key Achievements • Grew the Abalone business for corporate department by 300% from 2008 to 2012. • Awarded Best Key Account Manager by 7-Eleven in 2010. Show less



DKSH

• Switzerland
• Professional Services
• 700 & Above Employee

• Product Executive

  • Sep 2004 - Mar 2007

  • Product management of 4 F&B agencies mainly Fonterra Brands, Tropicana, Caprisonne & Kara Cream • Managing the various agencies profitability, analyze business position, accruals and reconciling all expenses in the monthly A&P claim for submission to Brand Principal. • In-charged of chilled van sales business – Tropicana. Stocks ordering, stock weight in the outlets, sales tracking and managing/ reducing monthly write off. • Brand Management - planning and conceptualizing and implementing marketing programs and schedule for promotional activities and product launches. • Inventory plan management - inventory forecast planning and monitor product/ sales performance. And monitor in-coming shipment. • Trade key accounts management – responsible for promotional activities with buyers & space buy. Overseeing the van sales operation for chilled products. And market research & competitor analysis • Customer service responsibilities which includes attending to customers enquires, orders and feedback. And point of contact to respective brand principal – Fonterra and PepsiCo Key Achievement - Re-organising the A&P claim in a more concise manner and submitting the claims on a timely manner to Principal. This allow a more accurate tracking of month A&P spent and thus assure Principal to assign the budget to the team. - Managed to sort out the challenge of inconsistent stocks for Tropicana orange juice through several meetings with Principal. And managing the short shelf live of the product by flushing stocks to trade via managing van sales team and locking in promotion and expanding distribution. Show less



Sa Sa International Holdings Limited

• Hong Kong
• Retail
• 300 - 400 Employee

• Assistant Buyer & Marketing Executive

  • May 2001 - Sep 2004

  • Execute all aspects of advertising and promotional materials such as design of print ads, flyers, in-house signages, shelf talker and window display. • Distribute press releases, marketing audio/ video and articles. • Handle Intel from competitors, in-house loyalty program / external enquiries, public relation contacts. • Coordinate strategic marketing activities including budgeting, events and sponsorship and corporate sales. • Point of contact for all customer service hotline and emails. Assistant Buyer May 01 to Aug 03 • Purchasing aspect including a broad spectrum of brand management, retail sales analysis data and inventory control and tracking. • Oversee individual portfolio including accessories and Japanese products and assisting buyer with skincare category. • Meeting vendors to source for new products to balance out the varieties and assortment in each category. • Planning of in-store planogram and stock holding. And devise monthly in-store promotion • Handle all HSA license application Show less