Work experience

• Head of Sales, Exports, Asia Pacific

  Kellanova

  2023.04-Current

  (3 years)

  (2 years 8 months) 2024 Reporting to: Regional Managing Director, SEA & Pacific (Base:Singapore) 2023 Reported to: Asia Pacific, Middle East & Africa Exports & Global Portfolio Director (Base: Dubai) Direct reports: 2 • Asia Pacific Exports Business unit head with P&L responsibility in the world's number 1 cereal company, with famous brands such as Kellogg’s, Special K, Pringles, Pop Tarts, Cheez-It, Eggo, etc. • Lead and manage 17 distributor relationships across 15 countries in Asia and the Pacific Islands: Malaysia, Singapore, Thailand, Brunei, Cambodia, Laos, Myanmar, Guam, Saipan, Papua New Guinea, American Samoa, Fiji, Tahiti, New Caledonia, Vanuatu growing the business together with the distributors of each territory. • Responsible for developing new business and opportunistic imports from Kellogg’s global portfolio. Implemented tier prioritization to win in key markets leading exceeding targeted growth.
• Regional Head, Business Development and M&A Asia Pacific

  PETRONAS Lubricants International

  2019.01-2023.04

  (4 years)

  (4 years 4 months) Reported to: Head, Strategy, Business Development & Customer Service ASIA Direct reports: 4 • Develop strategic initiatives in Asia Pacific for passenger cars, motorcycles, commercial vehicles, industrial and marine lubricants. • Drives development, innovation and digital transformation, opening new revenue models. Launch new e-commerce channel in Malaysia, leading the setup, operations, marketing strategy and campaign rollout. Piloted a new B2B2C Online-to-Offline service channel. • Conducts market mapping, analysis and assessment of business opportunities in line with company growth plans. Project lead for an entity acquisition in Thailand in 2021, driving the Post-Merger Integration in 2022. • Lead in innovation projects- design and development of QR code technology on product for trade and consumer engagement. • Key company liaison for all business leads and opportunities
• Regional Manager, Greater South East Asia

  Dorel Juvenile

  2014.07-2018.11

  (4 years)

  (4 years 5 months) 2015-2018 Regional Manager, Greater South East Asia (Remote Base: Malaysia) Reported to: Chief Executive Officer (Base: Australia) 2014-2015 Reported to: Global Export Director (Base: Netherlands) • Commercial lead responsible for the P&L of Asia in the world's largest juvenile company- Quinny, Maxi-Cosi, Safety 1st, Bebe Confort, COSCO and Tiny Love- Europe’s #1 Car Seats, Strollers, Feeding, Small Nursery and Toys. • Managed C-level distributor clients across 12 countries- Korea, Japan, Taiwan, Hong Kong, Philippines, Malaysia, Singapore, Indonesia, Thailand, Vietnam, Cambodia & Mongolia, providing Sales, Business Development and Marketing support. • Provided hands-on guidance and support to distributors and retailers to ensure growth and influenced the marketing strategies and spend, led website and e-commerce deployment across end markets. • Shaped the shopper marketing development and expansion to new channels for the region. Successfully transformed the business via new distributorship in Indonesia, Philippines, Singapore and Vietnam.
• Country Manager, Southeast Asia

  Mattel, Inc.

  2013.08-2014.07

  (a year)

  Reported to: Regional General Manager Direct Reports: 1 • Led growth for export markets in the world’s largest toy company- Barbie, Hot Wheels, Monster High, Thomas & Friends, Fisher Price, Max Steel & Scrabble within SEA region- Philippines, Cambodia, Myanmar, Laos & Vietnam with a successful +16.5% growth impacting 2013 sell-out by +9%. • Led a new category brand launch- BoomCo with a cross functional project team. • President of the company sports club- Play @ Mattel, implementing charity activities for all employees.
• Senior Trade Marketing Manager

  Reckitt

  2012.07-2013.07

  (a year)

  (1 year 1 month) Reported to: Sales Director Direct Reports: 1 • Utilised shopper and retail environment expertise to build effective channel and customer prioritisation strategies for DETTOL, Malaysia’s #1 Personal Wash brand, worth RM$500 million. • Recommended in-store actions for Dettol, Durex, Shieldtox, Harpic, Vanish, Scholl and Strepsils. • Led a new product trade launch in Malaysia- Dettol Radiance formula. Introduced display initiatives and field sales incentives, which resulted in a phenomenal net revenue growth of +19% or RM$3.5 million during the 3 months initiative. Dettol market shares grew by +0.9% in May 2013.
• Manager, Channel Development & Merchandising

  British American Tobacco

  2006.11-2012.07

  (6 years)

  (5 years 9 months) 2011-2012: Manager, Channel Development & Merchandising 2009-2010: District Trade Marketing Manager 2006-2008: Sales and Distribution Manager Manager, Channel Development & Merchandising Reported to: Business Development Head Direct Reports: 3 • Shopper Marketing lead- consumer-centric focus boosting impact in retail. Responsible for tools-of-trade for a team of 150 national sales force & merchandising planogram for the retail stores and key accounts nationwide. • Big Data Analytics- custodian for 160k unique Consumer Database and 100k Retail Database- segmentation & analysis used for targeted marketing campaigns. District Trade Marketing Manager Reported to: Regional Manager Direct Reports: 12 • Developed Trade Marketing & Distribution strategies and maintained sustainable business relationships with over 1500 strategic accounts. Achieved Top 10% performance rating for three years consecutively. Sales and Distribution Manager Reported to: Regional Manager Direct Reports: 17 • Joined BAT’s Management Trainee Programme, progressing on to Sales & Distribution Manager role, managing 17 Sales Specialists to deliver effective route-to-market, distribution and merchandising opportunities to increase market dominance. Launched the Dunhill Consumer Hotline, first in the industry.
• Country Manager, ASEAN & Indian Sub Continent

  Proton

  2006.01-2006.11

  (a year)

  Reported to: Regional Head, Export • Joined PROTON’s fast track Executive Trainee Programme, progressing on to Country Manager role within 3 months. Responsible for sales & marketing of Proton cars in ASEAN, Indian Sub-Continent and Taiwan. Increased regional revenue contribution through enhancement of product portfolio and price rationalization. • Conducted feasibility studies for the penetration of new markets- Laos and Thailand. Initial feasibility studies and distributor assessments led to the successful launch of PROTON cars in Thailand in 2006.

Educational experience

• University of Technology, Sydney

  of Business with Credits, Finance & Information technology

  2003.01-2005.01

  (2 years)

Certificates