Sue Lyn Lee Email and Phone Number

Trade Marketing Manager for one of the biggest eyewear brands in the world Ray Ban & Oakley. Key priorities are: (1) Key stakeholder in Malaysia for the South East Asia Marketing team for the ideation, planning, budgeting & implementation of all Marketing Campaigns in Malaysia. (2) Oversee the launch of every new collection from Buying Day until Go-To Market. Manage merchandising quality of every new collection to drive traffic to stores. (3) Responsible for brand distribution and channel development across all channels. Key stakeholder for all trade marketing & marketing investment per distribution. (4) Responsible for customer marketing planning to grow the brands. Support the commercial team in building retailer promotions, identify sales opportunities and other BTL activities. (5) Turn eyewear inspirations into “key selling stories” for the commercial team to effectively represent the brands to customers. (6) Initiated social media activities with key customers to drive traffic to store from online platforms via Facebook, Instagram, sponsored ads on targeted customers & geotargeting initiatives. (7) Run analytics to evaluate all Marketing & Commercial initiatives & identify opportunity to improve. Took lead on Malaysia key achievements– Mobile app solution, social media key success stories, identified factors to productivity per store. (8) Launch innovative merchandising solution to break away from status quo. (9) Heads a team of 3 Trade Marketing Associates

Mar 2013 – Sep 2015 : Channel manager for Lower Trade, East Malaysia & Pharmacy Oct 2015 – Current : Channel manager for Modern Trade & Pharmacy (1) Responsible for channel development & trade activation programs across Lower trade, Modern Trade, East Malaysia & Pharmacy channels for both Pediatric & Adult nutrition. (2) Collaborate with Marketing for the ideation, planning, budgeting & implementation of all marketing campaigns, in store activities including promotions, product launches & POSM. (3) Turn Marketing’s “selling stories” into sales tools to effectively present the brand, product & Marketing initiative to customers. (4) Support the sales team in their customer plans by building sales promotions, category growth opportunities, BTL activities & product communications to achieve target. (5) Responsible to develop, execute & oversee Channel Loyalty Programs performance (6) Planning & Execution of National & Channel Exclusive Consumer Promotions (7) Support New Product Launches (8) AC Nielsen’s Market share analysis, distribution review & Market Intelligence (9) Develop & strengthen Sales Force Effectiveness(10) Sales Analyst as a direct report

Customer Business Planning to develop a strategic business plan for customers involving Listing, Margins, In store branding visibility, Launches & Activation & market share analysisSales KPIs of meeting top line Sales, share on shelf and Market share objective, DSO & AR managementInterim as Central Area Sales Manager for 6 months with 5 direct reports

Execution of customer business plans & terms of trade negotiation Demand forecasting for Kraft & Cadbury entities (400 SKUs)Activating national consumer promotion, below the line execution & new product launches

Daily sales planning with regional distributors, supply & demand planning with F&B vendors & identify new business opportunities in the Food service channel. Sales planning & execution in Key Accounts (Modern Trade channel) demand forecasting, BTL execution & consumer promotion activation. Category management in planogram effectiveness, shopper research, consumer insights n& merchandising compliance