Helped to build and led the Sales Department to achieve the company’s sales, revenue and distribution targets in all channels (Traditional and Modern Trade, Wholesale, Export). In charge of building and developing Commercial strategy for the company on the start-up phase of business.

In charge of all the Business Development activities from a market visit to closing new deals, using my business network in SE Asia.

Responsible for the planning and execution of all the Marketing and Trade Marketing activities for broad portfolio of worldwide leading premium international brands in chocolates, confectionary, culinary and beverages. Managed the team of 60 employees.

Responsible for driving company’s profit, volume and market share growth. Led new Commercial Strategy development & implementation. Orchestrated the Route To Market upgrade to secure sustainable volume and profitability growth. Mobilised organisation to reach the company’s ever records in volume, distribution and market share. Managed Commercial team of 100 staff and 150 contractors. Achievements • Ensured profit growth at 20% through top-line growth and Commercial spend optimisation • Was driving the team to achieve the best ever recorded volume growth at 163% (FY 2016 vs 2015; 57% June 2016) via new Commercial strategy implementation and improving effectiveness of Sales operations • Supported exceeding market share growth targets by 130% (FY 2016 vs 2015; 55% June 2016) through higher outlets penetration and distribution • Led the team to grow distribution by 120% (June 2016) and further by 200% (FY 2016) in super competitive market with renewed Sales Force structure setup, sales capabilities development and re-designed KPIs system • Changed Marketing operations in accordance to Building Winning Portfolio strategy • Organized Trade Census and channel strategy development to ensure the fastest top-line growth • Initiated Customer Information System design and roll-out

Spearheaded the Commercial Team to achieve the company’s profit and volume targets via distribution growth, efficient brands portfolio development, Trade Marketing support and driving Sales Capabilities. Led Sales Strategy and Route To Market upgrade to expand distribution rapidly. Championed Commercial operations optimisation for improving business performance culture in organisation. Managed team of 82 FTEs. Achievements • Ensured EBIT growth of 40% through better value chain management, portfolio management, cost efficiency improvement and sales operations optimisation • Secured the triple-digit volume growth of re-launched local premium brand via relevant positioning, greater distribution and Marketing support • Led the Customer Centric Culture project to secure Customer Satisfaction index growth from 76% to 82% • Implemented Trade census and new market channel strategy • Introduced new departmental planning process to ensure common focus for all Commercial employees • Implemented In Field Coaching And Development system to secure Sales Force selling skills excellence

Was driving development and implementation of most profitable Go To Market models. Optimized retail coverage for four product portfolios (beverages, snacks, juices and dairy products) accelerate company’s top-line growth and cost optimisation.

Developed and rolled out the sales route design principals across the country. In collaboration with Business Development Manager led annual Sales Plan development.

Led implementation of new KPIs approach for all levels of Sales Team. Introduced new Execution Standards for the Sales Force. As a member of the Business Development team contributed to a number of commercial and Trade Marketing projects for greater Sales Force operations efficiency and effectiveness.

Responsible for sales targets fulfillment in the second biggest region of the country. Was driving the growth of sales and distribution through distributor management. Managed a team of 5 Distributor managers. Delivered volume growth of 27%.

In charge of achieving company’s volume and market share growth targets in all trade channels in assigned geography. Managed 6 Territory Executives providing field coaching and sales skills development. Have built the strong winning team which remained consistently in top 10 best performing teams in the region. Worked in close collaboration with distributors.

Responsible for achieving distribution and volume targets in respective territory through providing of company’s brand domination in all outlets - stock control, better price positioning, greater share of shelf, impactful visibility and efficient implementation of promotion campaigns.

Electronic Mechanical Engineering

INSEAD Singapore, Business Administration

TOPP Group, Business Administration

International Management Institute, Project Management

Training Institute, Selling Skills

Training Institute, Business Administration

Philip Morris International, Selling Skills

Philip Morris International, Business Administration

Philip Morris International, Business Administration

Philip Morris International, Selling Skills