Ken Wong Email and Phone Number

Go-To-Market Strategies - Capitalizing on the 4Ps concept to identify key focus markets and sales channels, with the right product at the right price points supported by consistent communication campaigns.Product Management- consolidated a consistent product assortment but with specific focus product offer in each market.New Innovations – ROCKFON System Solution™ by repackaging combinations of products from existing product line. New business/segment development - Launched ROCKFON retail channels program in China, Vietnam, Philippines and Hong Kong – introduction into the B to C market for ceiling tiles.Price Management - developed processes in China and other key markets to maintain profitability.Sales Channel Management - Rolled out customer segmentation and tiering management process. - Successfully launched the first Loyalty Program for distributors and retail outlets.- Specifier relations program and activities with professional associations(direct marketing)Brand Communications & Promotions - Consolidate and roll-out consistent marketing message to all markets through regional campaigns and digital media.Market data analysis - developed a robust process to capture and analyse market data including market size, potential and competitions to support business strategies.

Developed and implement successful growth strategies bringing BlueScope Malatysia to another year of record breaking EBIT achievements for 3 years consecutively with approx. 10% growth year-on-year.New segment development - Lead the penetration of metal roofing into Malaysia's residential segment with modern design creating a whole new market for metal roofing with increase of 20% sales revenue. Specifier relations program and activities with professional associations(direct marketing)Penetrated into the B to C retail-hardware segment and achieving a 50% revenue incremental through developing the right channels, creating brand pull and creating a new premium sub-segment within a highly price sensitive segment.Achieved an average of 20% price premium for BlueScope’s flagship brand; Colorbond® steel over the next competitor in Malaysia. Price premium for other BlueScope products maintained around 5-10% and being monitored on a monthly basis through an intelligent process.Driving towards ‘Green’ strategy for BlueScope implemented with the development of ‘Colorbond THERMATECH®’; the first steel product to be awarded the SIRIM ECO-Label meeting Malaysian Standards for green building materials. Achieved the ‘BlueScope’s Best Marketing Team Award’ with acknowledgement of highest contribution to the group in Asia for 2014.

Developed BlueScope Vietnam's 5 year's Go-to-Market strategies focusing on the fundamental 4Ps to establish strong foundation for local team to take forward and deliver.New Innovations - introduced new local product with local brand based on current market landscape at the right price point.Leadership role in developing the Vietnam Marketing team - building a sustainable local talent pool for Marketing to support the business with clearly defined structure, roles descriptions and processes.Develop and implemented a unique Market Research model for the Vietnam steel industry by market size, channels, products, pricing, market share and competitions to carve the market landscape and identify key opportunities.Re-positioning the core brand in the residential segment with a localized flavored to achieve 20% increase volume from 2010 to 2011.Introduced the new Sales Lead Management process to maximize one single sales lead to benefit BlueScope’s 3 different business units in Vietnam.

Successfully developed and implemented the Regional Brand Architecture, clearly defining the position and role of Corporate, Business Division and Products to improve consistency and brand management across the region.Standardization of Marketing processes throughout ASEAN to drive consistency in communication message, product portfolio and price positioning.Successfully rolled-out a PR campaign to re-launch the BlueScope businesses in ASEAN post-GFC to reposition BlueScope back in the market.

New Segment - Successful penetration of steel roofing into the residential market with the introduction of modern contemporary designed homes to developers and architects. Total sales revenue increased by 20% from 2007 to 2009 securing corporate accounts including Sime Properties, IOI Properties, Gamuda Land, Mah Sing Group and SP Setia.Introduced the Channel Marketing division with dedicated initiatives to enhance relationship and brand awareness among professionals in the Building & Construction industry. Joint activities with Architects, Engineers and Surveyors associations.Implemented channel loyalty program with distinct benefits between loyal and non-loyal customers to drive increase in share-of-wallet. Launched the Students’ Program with 3 local universities as a building block for the future jointly with local universities.

Develop and implement long term corporate branding strategy following the merger of IGB and Tan & Tan Developments Corp.Manage media relations for new corporate branding.New property development launches including advertising and promotions. Competitors’ analysis to develop tactical strategy and increase sales performance.