Alene Ee Email & Phone Number

Singapore

• Portfolio expanded. Head of Total MILO and Ready to Drink Business Unit – MILO Powder, MILO Ready to Drink, NESCAFE and Starbucks Ready to Drink • In Nestle Leadership Team with direct report to Managing Director• Responsible for overall business targets and P&L with annual turnover of more than SGD$80m.• Manage team of 10 direct reports• Developed Strategic Business Plan and implemented marketing/ brand building campaigns for MILO which and achieved strong double digit growth despite a challenging business environment e.g. MILO Mini Van Campaign and NESCAFE Iced Cappuccino Launch • Worked closely with the respective retailers, key accounts and trade marketing team to formulate creative in store concepts in the retail environment through retail innovation and experiential displays, which were recognized as global best practices• Built strategic partnership with key partners like Health Promotion Board and retailers through regular joint business planning sessions • In charge of the formulation and implementation of marketing campaigns and PR strategies in line with the brand’s business objectives

Singapore

February 2016 to April 2020Ready to Drink portfolio - MILO and NESCAFE • Direct report to Managing Director• Managed team of 3 direct reports • Tasked to manage priority and fastest growing portfolio in Nestle and achieved strong double digit growth• Spearheaded launch of 500ml range of PETs across NESCAFE and MILO Iced range that has contributed to incremental for business across both MYSG and improved factory efficiencies • In charge of Nestle’s biggest product launch- Milo Nutri G which exceeded both penetration and market shares targets, instrumental to total company growth across launch years• Accelerated growth of key Nestle brands Milo and Nescafe by driving successful product launches in RTD format like MILO Nutri G, MILO Peng as well as NESCAFE Iced Cappuccino. ,• Oversaw and managed compelling 360 degree marketing campaigns in line with the brand’s business objectives e.g. MILO Peng launch communications campaign • Achieved strong market share results for Milo RTD as well as NESCAFE RTD with double digit growth by developing short and long term business plans for the key brands that addressed new business opportunities, new markets and improved distribution strategy• Responsible for delivering total sales target, market share growth and profit projection for the entire RTD portfolioJanuary 2015 to January 2016 Confectionery portfolio – Chocolates, Biscuits and Sugars• Responsible for the full scope of brand management for Total Confectionery (16 brands across 3 categories)• Accelerated growth of key brands Kit Kat and Milo by driving successful product launch,andexecuting compelling 360 degree marketing campaigns in line with the brand’s business objectives• Achieved strong market share results for Kit Kat and Milo by developing short and long term business plans for the key brands that addressed product holes, new markets and improved distribution strategy

Singapore

Nescafe Coffee Mixes portfolio – 3-in-1 coffee, 2-in-1 coffee, White coffee segments • Developed and implemented marketing/ brand building campaigns for NESCAFE mixes which strengthened market share leadership in a highly competitive category• Worked closely with the respective key accounts and trade marketing team to formulate creative in store concepts to differentiate Nescafé in the retail environment through retail innovation and experiential displays, which were recognized as global best practices • Built strategic partnership with key retailers through regular joint business planning sessions by providing customized promotional displays and exclusive product launches • In charge of the formulation and implementation of marketing campaigns and PR strategies in line with the brand’s business objectives• Responsible for overall P&L and managed yearly budget to invest in growth programs to meet year on year targets

Singapore

Nescafe Coffee Mixes portfolio – 3-in-1 coffee, 2-in-1 coffee, White coffee segments• Identified new opportunities by working closely with the R&D division for new product development, packaging and artwork• Responsible for successful launch of White Coffee and achieved strong double digit growth in category • Managed sampling and events sponsorship in store and out of home to focus on recruitment of new consumers into the category

Singapore

Confectionery and Ready-to-Drink categories • Achieved strong sales growth in both categories and improvement in market share for key brands • Developed Category for all trade channels to support long term category growth and increase market share across key brands in both categories • Assessed category opportunities and analyzed competitor & channel behavior • Planned and executed exclusive trade promotions to enhance retailers’ commitment and integrated promotion plans with marketing plans, with this, liaising with creative agencies to develop artwork, visuals for trade point of sales materials and displays• Drove Category partnership with retailers’ in developing efficient space utilization, placement and assortment at point of purchase to improve shopper communication • Revamped and executed category management across key stores for the Confectionery category by analyzing scanned sales data for planogram, and identifying trends and growth opportunities

Singapore

Total Food Retail – Dressings, Savoury, Spreads and Tea • Responsible for the strong growth of Lipton and Skippy in Singapore by driving successful category management• In charge of Category partnership with retailers in developing efficient space utilization, placement and assortment at point of purchase using Channel and Shopper insights • Built strategic partnership with key retailers through joint business planning sessions by providing shopper insights and recommendations tailored to suit the various customers • Spearheaded space management initiative for respective foods categories in trade