Angelina Koay
Summary
Encouraging manager and analytical problem-solver with talents for team building, leading and motivating, as well as excellent customer relations aptitude and relationship-building skills. Proficient in using independent decision-making skills and sound judgment to positively impact company success. Dedicated to applying training, monitoring and morale-building abilities to enhance employee engagement and boost performance.
Overview
30
30
years of professional experience
11
11
years of post-secondary education
Work History
General Manager
Naumi Hotel Singapore
03.2022 - Current
- Exceed guests experience standards with a score of 90 and above for service standards on Revinate.
- Managed a budget of $7.1 million for 2023 & missed budget by 1% due to a change in management direction for the last quarter for a 73 keys hotel.
- Met Gross Operating Profit of 51% which is equivalent to budget for 2023
- Managed a diverse team of professionals, fostering a positive work environment and high employee satisfaction
- Reduced budgetary expenditures by effectively negotiating contracts for more advantageous terms.
- Developed and executed strategic plans for business growth and expansion, resulting in increased market share.
- Managed a diverse team of professionals, fostering a positive work environment and high employee satisfaction.
- Developed and implemented strategies to increase sales and profitability.
- Reduced operational risks while organizing data to forecast performance trends.
- Drove year-over-year business growth while leading operations, strategic vision, and long-range planning.
- Managed purchasing, sales, marketing and customer account operations efficiently.
- Analyzed market trends and competitor activities to create competitive advantages.
- Demonstrated strong organizational and time management skills while managing multiple projects
- Cultivated strong relationships with clients, vendors, and partners to ensure long-term success and loyalty
- Handled problematic customers and clients to assist lower-level employees and maintain excellent customer service
- Maximized operational excellence mentoring personnel on management principles, industry practices, and company procedures
- Monitored financial performance, set budgets and controlled expenses to provide financial stability and long-term organizational growth
- Implemented business strategies, increasing revenue, and effectively targeting new markets
- Provided strategic oversight of marketing and promotional campaigns to keep campaigns aligned with overall goals and objectives
Director of Sales & Marketing – Executive Committee
Orchard Hills Residences Singapore MGallery (Pre-opening property)
02.2020 - 02.2022
- Responsible for the overall positioning of the property, brand communications and development of partnerships for the property
- Organise, direct market research, formulate, and implement organization sales & marketing policies
- Work very closely with Accor commercial team to maximize hotel's revenues by developing programmes to increase occupancy and be profitable
- Set departmental targets and objectives, work schedules, budgets, and policies and procedures
- Understand the pre-opening marketing functions for offline, online and digital marketing to create awareness for the upcoming property.
- Sourced advertising opportunities to place adverts in press and social media.
- Conducted market research to identify potential areas of growth for future product development initiatives.
- Boosted company''s brand visibility through targeted advertising campaigns and social media engagement.
Director of Sales – Executive Committee
Mercure Singapore Bugis
09.2017 - 02.2020
- Reports directly to General Manager on sales strategy to achieve budgeted top line revenue for hotel
- Oversee & manage sales staff to ensure maximum revenue, promotional coverage and marketing opportunities are achieved
- Develop & implement strategies to maximise REVPAR & grow market share
- Ensuring the delivery of outstanding quality service for all customers
- Monitor KPIs of the sales team
- Check progress of the hotel's top 50 accounts
- Creating a focus on attracting new business
- Providing positive and aggressive leadership to ensure maximum revenue potential
- Ensuring that sales people are maintaining loyalty membership among their clients.
Director of Sales – MICE & Corporate Sales
Resorts World Sentosa – Genting Hotel Jurong
01.2016 - 09.2017
- Spearhead growth and sales strategy in the corporate sector and global accounts
- Develop & implement strategic sales plans to achieve corporate objective
- Develop product positioning & pricing strategy to produce highest possible market share
- Acquisition of new business to Genting Hotel Jurong
- Determine annual unit and gross profit plans by implementing marketing strategies; analyzing trends and results
- Establish sales objectives by forecasting and developing sales quotas for sales managers and projecting expected sales volume
- Increase & maintain sales volume, product mix and selling prices by keeping up to date with supply and demand, changing trends and economic indicators and competitors
- React and adjust selling prices by monitoring costs, competition and supply and demand.
Director of Sales – Sales & Marketing
Copthorne King's Hotel Singapore
02.2014 - 12.2015
- Spearhead growth and sales strategy in the corporate sector and global accounts
- Develop & implement strategic marketing plans & sales plans to achieve corporate objective
- Plan & oversee advertising & promotion activities including print, online, social media and direct mail
- Develop product positioning & pricing strategy to produce highest possible market share
- Ensure effective control of marketing results & take corrective action to guarantee achievements of marketing objectives fall within designated budgets
- Evaluate market research & adjust marketing strategy to meet with changing market & competitive conditions
- Drive cross sell, upsell and acquisition of new business
- Determine annual unit and gross profit plans by implementing marketing strategies; analysing trends and results
- Maintain sales volume, product mix and selling prices by keeping up to date with supply and demand, changing trends and economic indicators and competitors
- React and adjust selling prices by monitoring costs, competition and supply and demand
- Assign sales managers to work on sales results
- Maintain sales staff by recruiting, selecting, orienting and training employees
- Maintain salesperson job results by counselling and disciplining employees, planning, monitoring and appraising job results
- Maintain professional and technical knowledge by attending educational workshops, reviewing professional publications and establishing personal networks.
Assistant Director of Sales
Copthorne King's Hotel Singapore
09.2002 - 01.2014
- Consistently exceeded budget goals for the hotel during my stint as a sales manager
- Recognized as an effective negotiator, generated the highest revenue of about 300K – 600K monthly for the hotel during 2005 to 2012
- Contributed over 30% of the hotel's sales budget from 2005 to 2012
- Achieved revenue and customer retention while increasing profits through relationship building, outstanding service delivery, cross selling and referral development
- Developed and executed an effective business development plan through colleagues and existing client base
- Ability to understand the market outlook at different periods of the year
- Top Sales Achiever in 2007 & 2011 among the entire Millennium & Copthorne group
- Portfolio: Marine Industry, Embassies, Government Agencies, MICE & Travel Agent.
Flight Stewardess
Singapore Airlines
07.1994 - 01.1997
- High standards of customer service and customer satisfaction
- Instructional - ensured that passengers follow flight regulations and enforce them in a very pleasant manner
- Poised, tactful and resourceful interacted comfortably with passengers and remained calm under duress
- Trained to be professional and upheld the name of Singapore Airlines
- Worked in different situations & with different people all the time.
Education
Bachelor of Science -
University of Canberra
Singapore 05.2004 - 05.2005
Postgraduate Diploma in Marketing Communications -
University of Canberra
Singapore 07.2003 - 05.2004
Bachelor of Science Banking & Finance -
University of London
Singapore 07.2000 - 05.2003
Diploma in Economics -
University of London
Singapore 01.1998 - 01.2004
Skills
Business development
undefinedCore Accomplishment
Being a revenue generator winning the top sales award twice among the Millennium & Copthorne group. Turned business around for Mercure Singapore Bugis from a leisure-based hotel increasing corporate business to almost 30%. Experience in pre-opening of property
Management Profile
With over 20 years of experience in the hospitality industry, starting from sales & marketing and progressing to operations, I am a dedicated General Manager. I possess the skills in overseeing hotel operations and drive revenue growth. My commitment lies in creating and upholding a positive hotel environment that ensures guest satisfaction, leading to repeat visits and outstanding reviews.
Professional Development Courses
- Revenue Management Course
- TSA Sales Training
- WSQ Leadership Training Course
Personal Information
Date of Birth: 02/15/75
References
- Terence Tan, Previously Global Director of Sales, SEA, Japan & Korea at COMO Hotels & Resorts, 9818 0020
- Ms Jeane Lim, General Manager – Grand Park City Hall, 9338 4219
Timeline
General Manager
Naumi Hotel Singapore
03.2022 - Current
Director of Sales & Marketing – Executive Committee
Orchard Hills Residences Singapore MGallery (Pre-opening property)
02.2020 - 02.2022
Director of Sales – Executive Committee
Mercure Singapore Bugis
09.2017 - 02.2020
Director of Sales – MICE & Corporate Sales
Resorts World Sentosa – Genting Hotel Jurong
01.2016 - 09.2017
Director of Sales – Sales & Marketing
Copthorne King's Hotel Singapore
02.2014 - 12.2015
Bachelor of Science -
University of Canberra
05.2004 - 05.2005
Postgraduate Diploma in Marketing Communications -
University of Canberra
07.2003 - 05.2004
Assistant Director of Sales
Copthorne King's Hotel Singapore
09.2002 - 01.2014
Bachelor of Science Banking & Finance -
University of London
07.2000 - 05.2003
Diploma in Economics -
University of London
01.1998 - 01.2004
Flight Stewardess
Singapore Airlines
07.1994 - 01.1997
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