Malaysia
An experienced & dynamic leader who blends Sales & Marketing Leadership with Entrepreneurial Grit. Over 20 years of experience in Management & proven track record of driving Sales growth, Market share turnaround, and P&L performance in MNCs (Coca-Cola, McDonald’s, Red Bull) and Start-up environments (Eastroc Beverage, EGG Digital). Also Co-founded 2 companies. Combines Data driven commercial rigour with High-Growth Entrepreneurial Agility to scale businesses, lead cross-functional teams, influence diverse stakeholders, and build high-performance organizations from the ground up. Multilingual and 3-time winner of Marketing Weekly’s CMO Award.
• Co-founded, operationalized and scaled the Malaysian joint venture entity, establishing the Chinese beverage giant's first international joint venture. • Built and scaled the distributor network. Scaled MT Customer & GT Distribution base, Marketing & NPD strategy, Sampling / Social media function, Channel Pack & Price strategy and Logistics. All from ground up. Achieved the highest distribution points among all overseas markets in the company within 1.5 years. • Put together a high performance and motivated team, instilling a positive and high growth focused culture. • Interfaced crossed functional China HQ teams and the Board of Directors. • Hold full P&L, operational, and strategic responsibility.
• Set up and scaled the company’s Malaysian entity, building all business functions from the ground up. Achieved profitability within second year of operations. • Full P&L accountability. Led all aspects of operations, including client service, revenue generation, product portfolio, legal, taxation, achieving first-year income net goal. • Built and led a high-performing team across client service, insights, and data science, fostering a culture of innovation and accountability.
• Turned around the Red Bull brand, achieving its highest Market Share in 5 years by the end of 2021, despite pandemic challenges. • Exceeded annual sales volume targets in 2018, 2019, and 2021. Revitalized the Modern Trade business through talent development & optimized trading terms. • Award-Winning Performance: Recognized with multiple Marketing Weekender CMO Awards, including Gold for 'Best Marketer in Omni-Channel for 2020 & 2021. • Led the integrated Sales and Marketing function to deliver volume targets and profitability. Drove a stronger linkage between commercial and marketing plans. • Interfaced with distributor to ensure timely execution of strategic plans
• Partnered with McKinsey & Co. to develop and implement global Revenue Growth Management (RGM) and Pack-Price-Channel architecture frameworks. • Drove strategic pricing initiatives using econometric modeling, optimizing trade spend and profitability across key markets. • Built and scaled a standardized shopper insights framework focused on measurable sales building blocks.
• Managed the strategic partnership and P&L for Coca-Cola’s largest regional customer across Malaysia, Singapore, and Brunei. • Exceeded sales and profit targets for two consecutive years by establishing joint business planning and collaborative operational initiatives.
• Worked within the principle/bottler system to ensure RGM, OBPPC and Immediate Consumption plans are executed on ground. • Architected the company's foundational Pack-Price (OBPPC) strategy through deep consumer/shopper insights, a key driver behind the region's double-digit growth in 2015. • Pioneered and launched profitable new pack formats at strategic price points. Built commercial insights capabilities within sales and bottler teams.