Wai Yee Liew

Commercial Operations | Regional Business | OEM & Distributor Management | Key Account Management | Cross-Border Business (US | South Korea | APAC)

Singapore

About

Connecting regional customers, business partners, and internal teams to deliver commercial success. Commercial professional with 8+ years of experience in OEM, distributor management, key account management, and commercial operations across the US and Asia. Experienced in pricing, inventory planning, order fulfilment, stakeholder management, and cross-functional collaboration to support regional business growth.

Experience

  • Senior Executive (Promoted from Sales Executive) at UCHINO INTERNATIONAL PTE LTD
    Jun 2022 - Mar 2026 · 3 yrs 10 mos

    • Managed US OEM key accounts (annual order value approaching USD1M), overseeing pricing, inventory planning, order management, shipment coordination, and client relationship management. • Managed South Korea business operations while supporting regional accounts across APAC, ensuring smooth order fulfilment and commercial execution. • Managed Singapore corporate accounts, delivering product presentations and supporting customer engagement. • Coordinated with Japan HQ, overseas suppliers, logistics partners, warehouse, finance, and internal stakeholders to ensure seamless commercial operations. • Supported regional expansion initiatives, including Indonesia market development, Australia market setup, and Hong Kong distributor transition. • Led retail execution across merchandising activities, campaigns, product launches, and on-site commercial support. • Supervised a team of 10+ retail promoters, overseeing recruitment support, onboarding, product training, deployment, and performance coordination. • Represented the company at the Melbourne Reed Gift Fair for three consecutive years, supporting customer engagement and regional business development.

  • Sales Coordinator at AGRU PLASTIC TECHNOLOGY PRIVATE LIMITED
    Jun 2018 - Jun 2022 · 4 yrs 1 mo

    • Managed customer enquiries and quotations across walk-in, email, and phone channels, supporting project tenders and timely customer service delivery • Worked closely with engineering companies and project stakeholders to support tender submissions for industrial and project-based accounts, including large-scale projects • Conducted client meetings and site visits with external sales teams, including engagement with international customers to understand project requirements and recommend suitable solutions • Coordinated pricing proposals, quotation revisions, negotiations, and project follow-ups to support smooth execution • Managed operational activities including order fulfilment, shipment coordination, customer account maintenance, and project delivery scheduling • Collaborated with cross-functional teams and overseas suppliers across the US, Taiwan, Japan, and Austria to resolve issues and ensure project timelines were met • Participated in industry events including the Singapore International Water Week and product training programs to strengthen market knowledge and customer engagement

  • Sales Support Officer at Asiatravel.com
    Feb 2017 - Jun 2018 · 1 yr 5 mos

    • Supported sales and operational activities for the China market, managing key OTA channels including Ctrip and Qunar • Monitored hotel rates, allotments, and booking activities to maintain competitiveness and align with market trends • Supported sales campaigns, roadshows, and promotional events to drive customer engagement and increase market visibility • Assisted in vendor onboarding initiatives, introducing company systems and supporting partner engagement activities • Managed invoicing, credit monitoring, and payment follow-ups to ensure smooth financial operations • Coordinated with travel agents, internal teams, and regional offices to ensure smooth booking fulfilment and operational support • Supported transportation arrangements, proposal preparation, and billing coordination for travel-related operations

  • Customer Service Representative at BizLink Group
    Jan 2016 - Dec 2016 · 1 yr

    • Supported local and overseas customer enquiries, providing product information and sales coordination support • Processed purchase orders and sales order entries, ensuring accuracy and smooth order fulfilment • Worked closely with internal teams to coordinate product readiness and delivery schedules, ensuring timely shipment execution • Coordinated material planning and order tracking while gaining hands-on exposure to cross-border customer communication and SAP systems • Prepared weekly and monthly sales reports to support operational tracking