Experience

  • Commercial Director, North Asia

    at Alpargatas Asia Pte Ltd

    January 2018 - April 2019

    Kwon Tong

    • Managed Havaianas business, via appointed exclusive distributors, for North Asia (Korea, Japan, Taiwan, HongKong & China) • Developed GTM plan (product assortment, channel distribution drive, marketing plan) with distributors and ensure proper and on-time execution of said plan • Guided and directed distributor’s retail team in ensuring proper execution of retail format and presentation according to Brand guideline and monitoring of monthly retail operation KPI • Grew business from 10mUSD to 13mUSD in 2018 • Kick-started Project China – project to evaluate feasibility and establishment of action plan for owned operations in China which include evalutaing various PR agency, E-Comm 3rd party operators, regional off-line partners (Sanse group, Top Sports, Sports City, Shoes Bar, Power Jump) and finally appointing the parties that has the right fit with the Brand

  • Sales Director, APAC

    at Dobotex Asia Pte Ltd

    January 2016 - December 2017

    Kwon Tong

    • Global bodywear and legwear licensed design&manufacturing company with global license for Puma, Levi’s and Tommy Hilfiger • Defined & implemented APAC business strategy • Worked with Puma subsidiaries in APAC on merchandising and sales plan for legwear • Developed SMU for Puma Key Accounts for product differentiation and depth of penetration • Developed wholesale/direct business operating model, putting in place GTM process to maximise sustainable business via channels that are not covered by local Puma subsidiaries • Defined and developed China on-line product merchandising mix and promotional packages for on-line wholesales for channel differentiation strategy with off-line business • Developed and defined specific product merchandising plan that works for different country and channel • Plan and execute GTM Launch Plan for Puma BodyWear for SS2018

  • Business Unit Head, Wilson Racket Sports

    at AmerSports China

    August 2012 - July 2015

    Shanghai Shi

    • Reporting to APAC Regional Business Director, Wilson Racquet Sports • Responsible for the overall P&L, sales, marketing and strategic direction for the China Wilson’s business • Manages a team of 38 • Implemented proper merchandising plan that offered a Good, Better, Best product range that presented the brand in a more professional manner and improved sell-thru for the retail partners • Established Wilson TMall Flagship store in Feb'13, grossing 15mRMB, making it the #1 Tennis store on TMall in a year. This allowed the brand to have a strong presence on the big and important e-commerce sphere. Established Wilson JD.com flagship store in Jan'14, after the successful launch and smooth operation of Wilson TMall Flagship store. • Re-aligned Badminton GTM strategy which improved sales from 5mRMB (2012) to 8mRMB (2014) • Grew the business by 15% in 2012 (80mRMB), 17% in 2013 (100mRMB) and 10% in 2014 (110mRMB), with healthy EBIT at 15%

  • Country Manager, South East Asia

    at New Balance Singapore

    November 2006 - July 2012

    Singapore

    • Reporting to Asia Area Manager • Responsible for the overall P&L for the Singapore’s operation – wholesale and retail operations – as well as the marketing and strategic direction for the brand in Singapore • Managed a team of 30 which consists of mid-level managers, executives and retail staff • Responsible for the retail expansion plan for Singapore and South East Asia • Also managed New Balance businesses - brand awareness & marketing activities, sales numbers as well as retail presences - in Malaysia, Thailand, Indonesia and Philippines thru NB appointed distributor • Proposed and managed the change of distributor for Thailand. New distributor was prospected and evaluated before the final appointment. Also managed the hand-over between the 2 distributors • Handled the appointment of new distributor for Vietnam • Grew the business by 15% in 2008 (S$12m), 12% in 2009 (S$13.5m), 11% in 2010 (S$14.8m) & 16% in 2011 (S$17.4) with a healthy Operating Profit of 14% for 2011

  • Category Manager, South east Asia

    at Wesley International

    May 2005 - October 2006

    Singapore

    • Reporting to Asia GM stationed in Dubai • Responsible for the top-line sales thru distributors in SEA • Roll-out Pricing, Merchandising and Marketing programs for all distributors

  • Senior Stock Controller

    at L'Oreal Singapore Pte Ltd

    May 2004 - April 2005

    Singapore

    • Managed the supply chain solution for the stock inventory for the Luxury Product Division • Also part of the task force set up to plan and implement a Regional Supply Hub in Singapore and SAP system

  • Sales Manager, Professional Product Division

    at L'Oreal Singapore

    January 2002 - April 2004

    Singapore

    • Managed a team of 3 sales supervisors and 2 key account managers • Formulated new system for sales tracking and incentives programs which set out the objectives clearly and effectively • Planned and executed monthly trade marketing promotions which were in-line with the overall brand direction and sales target • Grew the business by 15%

  • Key Account Manager, Consumer Product Division

    at L'Oreal Singapore

    December 1998 - December 2001

    Singapore

    • Managed a team of 2 sales supervisors and 3 merchandisers for the entire business of the DFI group – Guardian Pharmacy, Cold Storage Supermarket and Giant Hypermarket • Other responsibilities include Trading Terms negotiation with the key account and setting of sales target and trade marketing plan with the marketing team • Key Trading Terms changes were made that the incentives given to account were tied into sell-in and sell-thru vis-à-vis previous practices of straight-off incentives on invoice. This put the responsibility of achieving the sales target on both parties and thus improved working relationship • Started key merchandising initiative for Dermo expertise which improve sell-thru of 15%. Gondola end displays and stores’ entrance were dressed up with product props and sales promoters were stationed at key stores for product trial and education • Grew the business by 22%

  • Commercial Officer

    at Jurong Shipyard Limited

    July 1996 - December 1998

    Singapore

    • Preparation of quotations for job tender, negotiation of final billing amount after completion of ship repair jobs • Customer relationship role when ships are in the yard for repair

Education

  • Bachelor of Business (Marketing)

    at Nanyang Technological University, Singapore

    1993 - 1996 (3 years) Singapore

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