• Led comprehensive marketing plan and initiatives: Spearheaded the entire marketing framework for all sectors across 18 countries to align with global and regional objectives. • Strategic planning and execution: Developed a results-oriented marketing framework with distinct objectives for each country, categorised by product and sector, driving growth and market penetration. • Digital campaign expertise: Successfully enhanced brand visibility in key markets through impactful digital campaigns with extensive coverage, contributing significantly to sales and market expansion. • Brand and corporate communications: Oversaw internal and external brand and corporate communications strategy, ensuring a cohesive and impactful regional presence. • Media Relations: Generated an average of 500 media articles annually in English and local languages, enhancing brand visibility and reputation. • SEO and SEM: Executed effective SEO strategies, including metadata and image optimisation, resulting in double-digit increases in website traffic across country-specific websites. • Event management: Strategically planned and executed regional events, setting and achieving key performance indicators (KPIs) to maximise lead generation, awareness, and visibility, ensuring optimal return on investment. • Key Opinion Leader (KOL) and testimonial campaigns: Developed and executed influential KOL and testimonial campaigns, driving brand preference and fostering customer loyalty. • Marketing partner program: Developed, launched, and implemented a robust marketing partner program, optimising partner efforts and coverage across 18 countries. • Budget management: Managed the annual marketing budget for the region with meticulous precision, maintaining a variance of less than 0.5%. • Leadership and Team Management: Provided strategic leadership to the team, delivering motivational guidance and fostering a culture of growth and achievement.

• Spearheaded strategic transformation of sales strategies & business models, driving significant enhancements in portfolio volume & margin. Demonstrated adept management of the Profit and Loss statement, ensuring profitability.• Comprehensive Business Expertise: Led the development of sales & marketing strategies, supply chain management, & pricing strategies, optimising the entire marketing mix (7Ps) for targeted markets. Successfully aligned business models with market dynamics, ensuring significant P&L growth. • Conceptualised flagship luxury product launches, driving demand & maximising profit margins. Achieved bestseller status in multiple countries. • Strategic Pricing Management: Conducted market pricing analyses, developed pricing guidelines, optimising product positioning in various markets. Implemented effective phase-in & phase-out strategies, minimising old inventory & enhancing product lifecycle management. • Comprehensive Marketing Leadership: Spearheaded ATL & BTL awareness & sales promotion campaigns, enhancing brand visibility. • Retail Store Management: Launched flagship concept stores, overseeing store designs & programs. Managed branded retail stores & channels, ensuring a consistent customer brand experience. • Integrated Marketing Approach: Ensured alignment of key trade & consumer campaigns, communication materials, & corporate strategies. • Digital Marketing & Media Strategies: Implemented digital media, advertising, PR, & media strategies, strengthening online presence. • Supply Chain Optimisation: In-depth supply chain analyses, reducing sales forecast inaccuracy from >90% to <5%. Enhanced efficiency & minimised operational costs. • Leadership & Team Mgmt: Foster a culture of profitability & growth aligned with company objectives.Marketing Director: Apr'17-Apr'18Marketing Manager (AP distributor markets & SG, HK, & TW): 2016-Apr'17 Sales & Marketing Manager (SG, HK, & TW): Oct'11-May'16Trade Marketing Manager: Jul'11-Sep'11

• Achieved a 20% YoY increase in sales and successfully reduced AR to less than 30 days, demonstrating exceptional leadership & strategic acumen while overseeing the sales & marketing division.• Pioneering Innovative Events: Introduced pioneering events in the ASEAN region, elevating the brand's prestige and solidifying its status as the industry leader.• Innovative B2C Promotions: Revolutionized B2C promotions by introducing high-value unique gifts, resulting in overwhelming demand and channel preference - increased market demand, driving sales figures.• Strategic Private Label Development: Conceptualized and developed private label for tires and batteries, overseeing every aspect from product conception to launch. Implemented a comprehensive 360-degree launch strategy, establishing a prominent and trusted brand in the market.• Innovative Distribution Strategies: Formulated distribution strategies, including various concept store levels, shop designs, & pricing categories. This pioneering approach was replicated globally.• Digital Marketing Expertise: Spearheaded the development and launch of cutting-edge social media and digital strategies, including mobile apps, forum websites, social media pages, and e-commerce platforms. This digital transformation enhanced online presence and customer engagement.• High-Profile Event Management: Orchestrated a grand launch event attended by over 1,000 international guests, including top-level executives from multinational companies - 60th anniversary and listing on the SGX main board, enhancing global recognition and reputation.• Strategic Marketing and Promotions: comprehensive marketing and promotional plans for all business units, encompassing tires, rims, golf buggies, automotive and industrial products.Marketing Manager (Global/regional level): Jan'07-Jun'11Sales & Marketing Manager: Mar'05-Dec'06Senior Marketing Executive: Jul'02-Feb'05Marketing Executive: Jul'00-Jul'02