Greater Kuala Lumpur
I build, transform and restore businesses. Over the past 20+ years across FMCG, manufacturing, distribution and consumer goods, I have led commercial transformation, route-to-market redesign, business turnaround and multi-country P&L operations across Malaysia, Singapore and Brunei. My experience spans both growth and recovery situations — from scaling businesses and building high-performance commercial organisations to restoring profitability in underperforming operations. Most recently, as Board-Appointed Director of Etika Fresh Milk Sdn. Bhd. (GOODDAY Fresh Milk), I led a broad business turnaround agenda encompassing route-to-market transformation, distributor capability development, sales execution excellence, governance, digital enablement and commercial optimisation. Following multiple years of losses, the business returned to break-even performance in YTD May 2026 while simultaneously strengthening long-term growth foundations. My focus remains simple: → Build scalable growth engines → Restore business performance → Transform execution into competitive advantage → Develop organisations capable of sustainable growth Key Strengths: • Full P&L Leadership • Business Turnaround & Recovery • Commercial Transformation • Route-to-Market Strategy • Distributor & Channel Development • Sales Operations & Capability Building • Multi-Market Leadership • Digital Commercial Enablement I am most effective in situations where businesses need to unlock growth, improve profitability, strengthen execution and prepare for the next phase of scale.
Board-Appointed Director, Etika Fresh Milk Sdn. Bhd. (GOODDAY Fresh Milk) Responsible for end-to-end P&L leadership, commercial strategy, route-to-market transformation and business performance across Malaysia, Singapore and Brunei. Led a comprehensive turnaround programme focused on restoring business fundamentals, strengthening execution capability, optimising route-to-market economics and improving profitability. After multiple consecutive years of losses, the business achieved break-even performance in YTD May 2026 while establishing stronger foundations for sustainable growth. Key Impact • Led the turnaround of Etika Fresh Milk (GOODDAY Fresh Milk), restoring the business to break-even in YTD May 2026 after multiple consecutive years of losses through route-to-market redesign, capability transformation and disciplined commercial execution. • Own full P&L accountability covering commercial, operational and financial performance. • Redesigned route-to-market structure across Malaysia, Singapore and Brunei into a scalable hybrid operating model improving efficiency and execution effectiveness. • Strengthened distributor capability, governance and accountability through implementation of BRACE operating framework. • Successfully implemented DMS/SFA transformation across 32 distributors and 350+ frontline personnel, improving execution visibility and operational discipline. • Delivered +136% growth in targeted coffee category through route-to-market restructuring and focused commercial execution. • Accelerated e-commerce and omnichannel capability development, creating new revenue streams and strengthening digital commerce readiness. • Optimised sales incentive and agency payout structures while improving cost productivity and execution quality. • Directed a multi-year business recovery agenda covering route-to-market economics, distributor productivity, governance, capability building, digital enablement and commercial optimisation.
Led trade and field marketing across 15 categories within a RM2.5B portfolio..
Sazarice Sdn Bhd & Sabarice Sdn Bhd (BERNAS Group) Full P&L leadership of a RM330M business across 6 operational sites and 200 employees. Key Impact: Delivered RM8.5M PBT (+6% vs budget) Strengthened market leadership (56% share overall across key segments) Restructured organisation to improve execution discipline. Introduced digital tools to modernise operations. Rationalised portfolio and improved commercial focus.
Built and scaled a new commercial platform from inception to national presence. Key Impact: Grew revenue from RM10M to RM228M within 2 years Achieved distribution across 15,980 outlets nationwide Built full commercial systems (pricing, SOPs, strategy)
Leads Sales Planning & Operations department which carries responsibilities of Budgeting, Sales Planning, Pricing, Customer Demand Forecast, Trade Marketing, Category Management, Insight, Sales Capabilities and operations.