Adeline Cheow Poh Ling

• Directing and managing the development of corporate sales (Group Catering, Local Meetings, Wedding, Private Social, Dinner and Dance, Exhibition and Outside Catering)
• Managing a catering team of 11 associates
• Revenue management to achieve budget and average check
• Implementing strategies, plans, promotions and objectives for all segments
• Responsible for Annual Budget, Marketing Plans, SMART plans and forecasting on a weekly basis for Sales Strategy Meetings
• Monthly critiques on overall Catering forecast and upcoming strategies
• Lead catcher on Gebiz (government portal), Marriott International Sales Platform, CVENT
• Personal goal monthly (segments include government, PCOs, VIP events, Owner’s events and Marriott International events)
• Creating a new system for the catering team and leading the team to achieve maximum results. Restructuring of the team to maximize the highest potential of the team
• Planning and budgeting on pricing, products and packages (eg, wedding trade shows, competitor checks, wedding and social packages) – create new packages and seasonal promotions
• Source and budget for new vendors, suppliers and stakeholders for new marketing ideas
• Responsible for customers’ satisfaction matrix, review and implementation of all ideas to improve customer service satisfaction matrix on a weekly basis
• On-the-job training for Sales team to ensure the before and after event experience is met
• Review and analyses sales revenues
• Negotiated contracts with clients, securing favorable terms that maximized profitability for the company.
• Coordinated closely with culinary teams to design customized menus tailored to client's preferences.
• Managed budgets for multiple events, consistently meeting or exceeding financial targets while maintaining quality standards.
• Increased event bookings by developing and implementing strategic catering sales plans.
• Supervised catering staff to reinforce adherence to organizational policies and safety regulations.
• Built strong relationships with vendors, ensuring high-quality products and services at competitive prices.
• Enhanced client satisfaction through personalized service and attention to detail in event planning.
• Implemented innovative upselling techniques, generating additional revenue from existing clients.
• Improved internal communication between departments by implementing regular meetings between sales, kitchen staff, operations personnel.
• Analyzed sales trends to identify areas for improvement and implement targeted strategies to achieve goals.
• Collaborated with marketing team to create promotional materials and social media campaigns that attracted new clients.
• Fostered a collaborative, results-driven team environment that consistently met and exceeded quarterly sales targets.
• Organized corporate meetings, special events and social occasions to satisfy client requirements and increase facility revenues.
• Exceeded both quarterly and annual sales goals.
• Collaborated with upper management to implement continuous improvements and exceed team goals.
• Held one-on-one meetings with sales team members to identify selling hurdles and offered insight into best remedy.
• Achieved established KPI for company, regional team and individual performance through teamwork and focus on customers.

• Directing and managing the development of corporate sales, MICE and catering businesses (Corporate, Wedding, Social and Outside Catering)
• Managing a catering team of 8 staffs
• Revenue management to achieve budget and REVPAR
• Implementing strategies, plans and objectives for all segments
• Budgeting and forecasting on a weekly basis
• Creating a new system for the catering team and leading the team to achieve maximum results (eg
• Restructuring of the team to maximize the highest potential of the team)
• Planning and budgeting on pricing, products and packages (eg, wedding trade shows, corporate, wedding and social packages) – create a new package to market monthly
• Source and budget for new vendors, suppliers and stakeholders for new marketing ideas
• Responsible for customers’ satisfaction matrix, review and implementation of all ideas to improve customer service satisfaction matrix on a weekly basis
• On-the-job training for Sales personnel and service operations personnel to ensure the before and after event experience is met
• Review and analyses sales revenues

• Directing and managing the development of corporate sales, MICE and catering businesses (Corporate, Wedding, Social and Outside Catering)
• Managing a catering team of 6 staffs
• Revenue management to achieve budget and REVPAR
• Implementing strategies, plans and objectives for all segments
• Budgeting and forecasting on a weekly basis
• Creating a new system for the catering team and leading the team to achieve maximum results (eg
• Restructuring of the team to maximize the highest potential of the team)
• Planning and budgeting on pricing, products and packages (eg, wedding trade shows, corporate, wedding and social packages) – create a new package to market monthly
• Source and budget for new vendors, suppliers and stakeholders for new marketing ideas
• Responsible for customers’ satisfaction matrix, review and implementation of all ideas to improve customer service satisfaction matrix on a weekly basis
• On-the-job training for Sales personnel and service operations personnel to ensure the before and after event experience is met
• Review and analyses sales revenues

• Involve sales and service for corporate meetings, social events and outside catering
• Assisting / Supporting the Director of Catering
• Managing the team and train staffs on their jobs (acting head of department)
• Business Development; as a “hunter” I bring in new leads, clients and new accounts in all aspects
• Daily sales calls and growing new accounts to generate revenue for the catering team
• Research on upcoming events / trade shows and propose on ways to target them
• Budgeting and forecasting on a weekly basis
• Creating a new system for the catering team and leading the team to achieve maximum results
• Planning and budgeting on pricing and packages (eg, wedding trade shows, corporate, wedding and social packages)
• Source and budget for new vendors, suppliers and stakeholders
• Review and implementation of all ideas to improve customer service satisfaction matrix on a weekly basis
• Major events planning and coordinating for major trade shows and events on a national level basis

• Involve sales and service for corporate meetings, social events and weddings
• Assisting / Supporting the Director of Catering
• Trainer for on-job-training
• Ensure daily events run well and at the same time service new and existing clients

• Involve sales and service for corporate meetings, social events and weddings (hold most of the corporate segmentations)
• Outside catering events include ISTANA and Prime Minister’s Office events
• Clinched the National Day Rally 2011
• Coordinate in-house wedding shows and road shows such as Blissful Outdoor Wedding Show
• Assist in monthly and yearly budget and forecast
• Identify clients and relevant industries (Market Segmentation)
• Ensure daily events run well and at the same time service new and existing clients
• Gained valuable experience and knowledge in sourcing new clientele
• Established good relationships with both internal and external contacts
• Competent in Delphi system
• Year 2011 – Excellent Service Service Award (Star)

• Involve in sales and customer service
• Generate daily, weekly and monthly events forecasts
• Identify customers and relevant industries (Research Reports)
• Daily administrative work and personally assisting 5 sales managers & Director of Catering Sales
• Taking care of daily events operations
• Gained valuable experience and knowledge in sourcing, research, negotiation skills and retaining existing clientele
• Established good relationships with both internal and external contacts
• Competent in Delphi systems (Making bookings, proposals, extracting bookings and contracts)
• Undergone Outstanding Service Experience (OSE) & GEMS Training
• Participated and Coordinated Wedding Show (MCIL) at Grand Copthorne Waterfront on 12 March 2006
• Knowledge of components and processes of events in wedding & corporate sections
• Undergone training and attachment with sales team

• Marketing products to organisations
• Handle customer base and service the clientele
• Conduct research and surveys annually
• Responsible for company’s sales target monthly
• Prepare monthly Sales report and staff strength report
• Familiarized with the use of personal communications, negotiation skills and post service
• Learnt to work as a team, acquired patience, initiation and discretion and good time management

• Handling full events set-up and full bar set-up
• Identify and evaluate customers’ needs and services
• At times, help out with inventory stock check
• Assist Managers and guests with events support
• Preparing event orders and after event’s independent audit
• Involve in preparing employees’ work shifts
• Managing bar supplies

• Involve in sales and sourcing products
• Generate marketing plans and sales reports monthly
• Identify customers and opportunities
• Source for new products and cutting costs
• Taking care of daily store operations
• Gained valuable experience and knowledge in sourcing, negotiation skills and retaining existing clientele
• Established good relationships with customers and suppliers till today

Scored high credits for Research and Analysis, Gaming and Club Management, Food and Beverage Management, Tourism in Pacific Asia and Managing Rooms Divisions Operations. Got a high distinction for Personal Communications and a distinction for Sales and Promotions.

Graduated with Graduate Diploma in Applied Positive Psychology