Angeline Koh

BUSINESS AND SALES CHANNEL DEVELOPMENT, ACCOUNT MANAGEMENT

• Source for new Distributors/ Accounts and lead them through the whole on-boarding process to launch the Brand, including jointly developing digital and social marketing plans
• Tailor Go-To-Market strategies for Distributors to maximise market potential and scale-up sustainably Support Distributor sales channel development and penetration (Retail, Pop Up, ecommerce) to exceed revenue targets
• Periodic business reviews with all Accounts to ensure they understand Brand’s vision and product roadmap to open more sales channels and doors to meet Targets
• Successfully changed distributors for underperforming markets and negotiated better terms for strategic long-term growth
• Develop monthly, quarterly and multi-year growth plans and sales forecast in accordance with product roadmap and company Budget
• Trained Order Management to own the end-to-end process of Order Placements to Accounts Receivables and provide customers with advance notifications

STRATEGIC-INITIATIVES

• AETREX: Convinced Marketing to ship fixtures from china factory direct which resulted in placement of >60 POS stands within 3 months to improve Brand awareness and sell through
• POPSOCKET: Implementing pivot to Direct-to-Consumer; running brand webstores and online marketplaces through a centralized fulfillment model
• FITFLOP: Implemented South APAC’s biggest strategic growth plan by successfully reducing the size of the biggest account so that the balance of power is shifted back to Fitflop
• CROCS: Grew China’s Fall/Winter business contribution to >30% from 25% by successfully convincing global development team of the market demand for loafers and shoes as year-round silhouettes when boots did not take off due to brand positioning and quality

CHANNEL AND PRODUCT MERCHANDISING MANAGEMENT

• Led the Asia merchandising team to segment the global line of > 2,000 style-colors into Retail and Wholesale assortments and grew revenue within existing channels and doors in mature markets Delivered at least 10% revenue growth consistently
• Defined Asia’s diverse needs in terms of product mix and price-points via strategic roadmaps, consumer insights, reports and analysis of competitors and trends This resulted in numerous top-performing styles for multiple seasons globally
• Set local retail prices based on competitor pricing and taking into account foreign exchange rate fluctuations, local duties, taxes and trade discount requirements

PRODUCT-MARKETING

• Contributed to global Key seasonal styles development by providing clear deliverables for Asia’s retail windows and wholesale channel marketing initiatives Key styles and launch calendar had to balance between global brand consistency and addressing local cultural nuances to drive both Brand and revenue growth
• Identify regional trending brands and products for collaboration considerations to increase consumer demographic reach
• Plan and execute regional Sales Meetings to communicate Seasonal product and marketing initiatives to achieve sell-in targets

BUSINESS PROCESS, OPERATIONS AND FINANCIAL PLANNING

• Monthly sales forecasting and business analysis/reporting to FP&A team to track revenue and margin KPI
• Developed and improved on various merchandising tools such as for Pricing margin reviews, linelist maintenance and communications and IT system integration This institutionalized basic business processes and financial metrics and avoided duplicating efforts for tracking and reporting purposes
• Supported Operational goals of inventory reduction and control by setting individual country SKU productivity target and drove it relentlessly at every merchandising meeting This resulted in revenue growth and cost savings and ultimately met Bonus KPI of inventory turns
• Actively involved with HR to define job scopes and hiring of team members as the organisation evolves so as to efficiently make use of existing resources and align with employee career aspirations

COMMUNICATIONS

• Effectively articulated Asia’s seasonal merchandising and product – marketing strategies at regional Sales meetings, and global functional milestone meetings which resulted in their buy-in and prioritized support for execution
• Successfully negotiated with South APAC’s biggest distributor to give up some markets for Fitflop to appoint better distributors for accelerated, quality growth

BUSINESS PROCESS, OPERATIONS AND FINANCIAL PLANNING

• Monthly sales forecasting and business analysis/reporting to FP&A team to track revenue and margin KPI
• Developed and improved on various merchandising tools such as for Pricing margin reviews, linelist maintenance and communications and IT system integration This institutionalized basic business processes and financial metrics and avoided duplicating efforts for tracking and reporting purposes
• Supported Operational goals of inventory reduction and control by setting individual country SKU productivity target and drove it relentlessly at every merchandising meeting This resulted in revenue growth and cost savings and ultimately met Bonus KPI of inventory turns
• Actively involved with HR to define job scopes and hiring of team members as the organisation evolves so as to efficiently make use of existing resources and align with employee career aspirations

COMMUNICATIONS

• Effectively articulated Asia’s seasonal merchandising and product – marketing strategies at regional Sales meetings, and global functional milestone meetings which resulted in their buy-in and prioritized support for execution
• Successfully negotiated with South APAC’s biggest distributor to give up some markets for Fitflop to appoint better distributors for accelerated, quality growth

BUSINESS PROCESS, OPERATIONS AND FINANCIAL PLANNING

• Monthly sales forecasting and business analysis/ reporting to FP&A team to track revenue and margin KPI
• Developed and improved on various merchandising tools such as for Pricing margin reviews, linelist maintenance and communications and IT system integration This institutionalized basic business processes and financial metrics and avoided duplicating efforts for tracking and reporting purposes
• Supported Operational goals of inventory reduction and control by setting individual country SKU productivity target and drove it relentlessly at every merchandising meeting This resulted in revenue growth and cost savings and ultimately met Bonus KPI of inventory turns
• Actively involved with HR to define job scopes and hiring of team members as the organisation evolves so as to efficiently make use of existing resources and align with employee career aspirations

COMMUNICATIONS

• Effectively articulated Asia’s seasonal merchandising and product – marketing strategies at regional Sales meetings, and global functional milestone meetings which resulted in their buy-in and prioritized support for execution
• Successfully negotiated with South APAC’s biggest distributor to give up some markets for Fitflop to appoint better distributors for accelerated, quality growth

BUSINESS PROCESS, OPERATIONS AND FINANCIAL PLANNING

● Monthly sales forecasting and business analysis/reporting to FP&A team to track revenue and margin KPI

● Developed and improved on various merchandising tools such as for Pricing margin reviews, linelist maintenance and communications and IT system integration This institutionalized basic business processes and financial metrics and avoided duplicating efforts for tracking and reporting purposes

● Supported Operational goals of inventory reduction and control by setting individual country SKU productivity target and drove it relentlessly at every merchandising meeting This resulted in revenue growth and cost savings and ultimately met Bonus KPI of inventory turns

● Actively involved with HR to define job scopes and hiring of team members as the organisation evolves so as to efficiently make use of existing resources and align with employee career aspirations

COMMUNICATIONS

● Effectively articulated Asia’s seasonal merchandising and product – marketing strategies at regional Sales meetings, and global functional milestone meetings which resulted in their buy-in and prioritized support for execution

● Successfully negotiated with South APAC’s biggest distributor to give up some markets for Fitflop to appoint better distributors for accelerated, quality growth