• Lead team of 8 sales, marketing, and country managers overseeing pipeline across 9 key regional markets such as Greater China, North Asia, and Southeast Asia.• Develop distinctive brand activation and portfolio strategy, encompassing premium portfolio expansion and core commodity business growth across B2B channels. • Conceptualised Asian risk-map and risk-matrix, shoring up potential weaknesses and strengthening value propositions to defend positions across key commercial battlegrounds.• Overhaul and revitalise team structure, enhancing roles and redefining responsibilities to meet shifting market demands and regional expansion.• Liaise with key stakeholders such as C-suite and board-level executives, managing relationships with government trade bodies, external shareholders, and commercial partners.Core skills• Sales Leadership• Product Portfolio Management• Regional Growth and Expansion• Partnership and Stakeholder Management• Strategy Development and Implementation• Brand Activation and Marketing

• Oversaw Meat Category strategic development South East Asia. Developing joint business plans for Meat category strategic partners in SEA and ANZ, driving Meat Alternative, Core Range and Innovation pipeline across key meat processors and QSR partners• Headed key portfolios and CRM with major meat processors and QSRs across Asia, such as McDonalds, KFC, and Jollibee; developing innovation pipeline and core product range improvements to accelerate stakeholders’ engagement goals.

• Led the Kerry Malaysia and Singapore Business Unit, across Beverage, Taste, Snacking, and Meat end use markets • Orchestrated expansion of product portfolio across Singapore and Malaysia, developed multi-channel relationships with partners and clients within QSR, Convenience, FMCG, and Retail/Industrial markets.

• Led team of 8 executives in development of commercial strategy, sales, and marketing of account portfolio across APAC and Middle East.• Launched Foodservice strategy in BP Service Stations across APAC, optimising local route-to-market initiatives, cultivating partnerships with distributors, suppliers, and logistics partners to break into new markets and reinforce foothold in established markets.

• Managed regional Food Service Division, developing market entry strategies and new routes-to-market in Greater China and SEA, creating new manufacturing and OEM business opportunities in Asia.

• Led team of 8 executives in key account management and multi-market distribution across SEA and Indian sub-continent, anchoring Travel Retail Channels while leading Finance, Marketing, Commercial, Supply, and Procurement departments.• Oversaw Commercial organisation and sales agenda across APAC and served as Global Account Director leading DFS accounts spanning Europe, Asia, and North America

As Regional Commercial Director• Led Commercial Agenda across Asia Pacific region, including full P&L accountability across Diageo GTME APPAC. • Commercial functional representative for the region, accountable for delivery of improved net sales and margins across the region, working with our commercial teams via Trade Terms and Customer Spend Measurement and Evaluation. • Conceptualised, delivered, and evaluated strategic plans to enhance sales and commercial capability of APAC team, responsible for regional cycle plan from Trade Strategy to joint customer plans and implementation of S&OP across GTME APAC.As Global Account Director (DFS Group)• Representing Diageo with the largest global retailer in the channel, functioning as first-line central Diageo representative to one of our key Global Accounts, with operations spanning Asia, Middle East, North America and Oceania.

• Oversaw Direct P&L management across several geographic customer base. including Key Account Management of global and regional accounts and execution of sales and marketing plans through customer team.• Managed and lead direct reports, covering trade marketing, commercial finance, marketing and sales departments, in addition to orchestrating team of in-store merchandisers and brand ambassadors.

• Led management team, allocated annual marketing budget across business units; conducted Retail Excellence programs and instituted marketing initiatives within industry regulations, managing the Woolworths Business Unit• Oversaw P&L management worth AU$880 million in Gross Sales Revenue and Trade Spend of AU$55 million annually. Develop direct reports, creating collaborative and supportive working environment, writing and delivering customer business unit strategic plans

• Directed Travel Retail channel P&L management with gross sales revenue of AU$47 million and trade spend of AU$4.3 million, and Convenience channel P&L management with gross sales revenue of AU$120 million and trade spend of AU$10 million annually.• Managed and developed key stakeholder relationships with Nuance, DFS, Mobil, Caltex & Seven-11, coordinating promotional plans & mechanics across all accounts, through a highly regulated trading environment.