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
Ability to motivate & lead team
Team leadership
Business development
Team Leadership
Staff Management
Cost Control
Training Management
Performance Analysis
Budget Allocation
Multitasking
Sales Team Development
Vendor relationships
Teamwork and Collaboration
Effective Communication
Labor Cost Controls
Core 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