Develop business and marketing strategies, marketing insights for each business units, brand, segment and product in support of overall vision and aspiration of the Group.Plan and manage product portfolio, packaging design, brand positioning, product offer and innovation.Enhance brand equity and end-customers pull through programs and communications including social media, events, advertising and promotion. Go to market strategy and improving channel structure, optimising pricing strategy, market intel and analytics.Build marketing talent pool and skills through coaching, training and performance management.

A multi-skilled, all-rounder FMCG professional cum game changer, ready to impart the best practices, processes and business networks from the multi-national companies and local conglomerates as a Business Management Consultant to unleash the hidden competitive edges of companies and to fast track growth of companies in order to attain unprecedented results, talent pool growth and market share.Consultancy and advisory work to local small and medium enterprises on branding, packaging, labeling, Halal certification, social media marketing, product and market development encompassing go-to-market strategy and channel development cum account management on an ad-hoc or project basis.

Responsible for revenue generation and domestic sales (Malaysia, Brunei and Singapore) to achieve top line market share and turnover.Strategizing and planning the sales process management - forecasting, pricing, key account management, expenses and profitability.Managing and developing distribution channels, corporate sales team and maintain distributor / wholesaler relationship.- Strategic sales leadership to grew sales volume by 15% YoY and optimized profit through category focus and target selling.- Expanded the B2B industrial sales clientele through product innovation and customization - Reduced acquisition cost of OEM products and increase product margin thru renegotiation with OEM suppliers.- Revamped transportation service via warehouse rationalization to maximize delivery efficiency and minimizing delivery cost with 3rd party transporters and 3rd Party Logistic Provider. - Developed stock monitoring system on short expiry stocks to minimized stock return and increased category profitability. - Appointed new key distributors to maximize coverage and expanded local distribution.

Overall company management with P&L accountability. Setting up the sales & distribution network and business development of the company. To promote and expand the distribution of GlucosCare Tea in Malaysia and Brunei.- Grew sales value by 3.5 times and volume more than 5 times vs. prior year (2012 vs. 2011) through implementation of new distribution strategy with double digit growth for the Malaysia and Brunei business.- Provided guidance and leadership to the sales & marketing team to record double digit growth.- Appointed new distributors and charted new way to market strategy for GlucosCare Tea.- Established good working relationship with the National Diabetes Institute (NADI) and other government regulatory bodies for product compliance and promotion of products.- Initiated and completed the Malaysian clinical trial and study on GlucosCare Herbal Tea with Hospital Universiti Sains Malaysia (HUSM) Family Clinic Unit.

General Manager of the beverage division of Mamee Group with P&L and bottom line management encompassing HR, logistics, production, sales and marketing of CHEERS beverages and products.- Grew volume sales and bottom line (net profit) with a compounded growth of more than 33% since taking over the company’s helm with a staff strength of 150 personnel- Record breaking net profit for two consecutive years thru redesigning of sales structure, new processes, new market, cost cutting, effective sourcing and operational efficiency projects. - Developed new plant layout and new machinery to increase productivity and speed.- Grew the Cheers brand distribution and market share locally and internationally.- Business development and expanded the export market sales with 36% annual growth- Increased B2B contract packing (OEM) business from single digit to double digit growth- Implemented the SAP system and processes. - Implemented the Five “S”Lean Manufacturing System and GMP.- HACCP application and Occupational Health and Safety implementation for the beverage plant and business

Responsible for the total modern trade business and engaging trade customers in joint business planning to expand merchandising and shelf space for the RED BULL brand. Owner of the trade marketing budget and modern trade spending for Red Bull Malaysia.- Championed and rolled out Red Bull distribution to the on-premise outlets in Malaysia.- Leading market development and spent within trade marketing budget with surpassing sales volume growth of 33% vs. prior year.- Redesigned the wholesalers' incentive scheme and program to cover under penetrated areas.- Demarcation of business coverage and target setting to distributors and wholesalers

Head of commercial buying and marketing of 7-Eleven Malaysia.- Successfully designed and opened 300 new 7-Eleven stores within the period of one year and grew the 7-Eleven brand franchise.- Formulation and implementation of merchandising strategic plans to achieve profit goals.- Managed the Merchandising & Marketing division comprising of 60 staff.- Increased average transaction size per store by 12% over the 2006 World Cup Consumer Contest with prize tickets to the World Cup final in Berlin.- Contemporize the 7-Eleven image and grew the business 11% via a concert sponsorship and consumer program tie up with Andy Lau Concert Vision Tour in November 2005- Successfully designed and launched the new 7-Eleven Malaysia website and increased hits via a SMS contest in November 2005.- Negotiates suppliers’ contracts and/or programs and increased the overall buying income by 20%.- Developed overall pricing strategy for assigned categories and review retail strategy to optimize category profitability.- Revamped the monthly special deal promotions to “BIG GRAB” promotions and generated 30% growth in incremental monthly buying income.- Negotiates suppliers' contracts and / or marketing programs resulting a 20% increase in overall buying income.- Developed overall pricing strategy for assigned categories and retail strategy to optimize category profitability.- Revamped the usual monthly special deal promotions to "BIG GRAB" call to action promotions and generated 30% growth in incremental monthly buying income.- Oversee and roll out the conceptual development and maintenance of store layout "Look & Feel", store merchandising standard and display of new stores opening.

Head of modern trade sales team, reporting to the Country Manager.Responsible for the annual sales of the entire modern trade both West & East Malaysia (hyper/supermarkets, pharmacies, petrol marts and convenience stores) from trade marketing, trading terms negotiations to execution of new product launches and promotions involving quarterly business review, presentation and new business / channel development. Achieved the annual sales budget and successfully manage distributors locally (Malaysia) and regionally (Brunei & Indonesia) to deliver Wrigley's sales target, merchandising standards and distribution points. - Grew the modern trade business in Malaysia with a compounded sales growth of 42% in volume and 51% in value since joining the company.- Managing distributors locally and regionally (DKSH Marketing Services, Eastern Alliance, Thong Guan and Mexxen Trading).- Leading business development project in Indonesia with PT Harpers and in Thailand with Sino Pacific to increase Wrigley’s business and presence via consumer insights, market and retail environment.- Established and appointed new distributor for a new category of bubble gum i.e. Hubba Bubba.- Increased the total national modern trade distribution from 77% to 90%.- Improved front-end merchandizing and forward stock from 57% to 75% within a short time span of 6 months in the total modern trade. - Engage in joint business planning with trade customers to achieve strong distribution, merchandising plans, promotions for Wrigley’s brand and achieve double digit volume growth for major key accounts i.e. Tesco, Jusco, Carrefour, Giant, 7-Eleven, Shell, Caltex, Petronas, BP, Projet and Exxon Mobil.- Grew Indonesia’s Modern Trade volume by 14% and 13% in value based on YTD June 2005 vs. June 2004- Grew the Malaysia’s modern trade business by 19% (in volume) and 23% (in sales value).- 100% listing and distribution of new products in the modern trade within two months of launch.

Established, developed and evaluated strategies for both local and global key accounts eg. Makro, Royal Ahold, Tesco, Ocean , The Store, Billion, Mydin, Hiong Kong, Toko Besar Senyum and Tunas Manja. Achieved annual sales value goals and collection days for the above accounts. Maintain and developing contacts and relationships with key customers via quarterly business review presentation and category review. Negotiating annual trading terms, display incentives and promotions with key accounts of the modern trade. Managing direct sales team to carry out the servicing, merchandising and executing in-store and consumer promotion and new product launches to the key account customers.

- Achieved sales turnover and contribution margin of Eveready lighting products and increased the market share from 64% to 78% in the economic downturn (Asia Financial Crisis) in 1997 and 1998 via creative and aggressive promotional campaign.- Put in place clear processes for A&P management and brand management tools (Brand DNA, Brand P’s and Architecture) and evaluated and appointed new creative and media agencies to maximize Return on Investment on A&P spend.- Successfully managed two categories (Eveready flashlights and batteries) brand P&L which contribute 65% to the overall company’s turnover and market share growth.- Successfully sold more than 26,000 flashlights and hundred thousand of batteries to SUKOM 98 with free brand mention and accorded “Preferred Supplier status” in the opening ceremony of the 1998 Kuala Lumpur Commonwealth Games.- Promoted Eveready flashlight as a car safety item and created wide public awareness via Eveready Road Safety Campaign with Highway concessionaires and the National Road Safety Council during the Hari Raya “Balik Kampung” period in 1999.- Successfully negotiated and secured a RM2 million marketing joint promotion with MOBIL 1 in 1999 with “FREE one Eveready Dolphin Waterproof Lantern with 6 volt battery with every purchase of MOBIL 1 synthetic lubricant oil”.- Event management and brand building exercise to increase the usage of flashlights and batteries via 4 Wheel Drive Adventure events, fishing competition and treasure hunt events.- Established new distribution channel for lighting products and batteries to the hotels and premium suppliers.- Developed direct institutional sales of batteries and flashlights to the Police and Armed Forces, large factories and the OEM market (electrical / electronic appliances manufacturers).