Barbara Tan Cheng Cheng

With 37 years of experience in developing and implementing strategies across major retail and fast-moving consumer product businesses, I possess extensive regional expertise in retailing, sales and marketing, product management, franchising, product customization, and manufacturing.

Throughout my career, I have worked with renowned international brands including Verimark, Triumph, OSIM, Hush Puppies, Origins Skincare, MTV, Nickelodeon, Skype, SUTD, RGSS, Phytotherathrie, HOM, Samsung, LG, Sony Ericsson, Publicis, and Singapore Sports Council.

My contributions have played a crucial role in successfully positioning these companies' brands and retail businesses in various countries such as China, Hong Kong, Malaysia, Taiwan, Thailand, Australia, Brunei, Bahrain, Cambodia, Canada, India, Indonesia, Ireland, Italy, Macau, New Zealand, Pakistan Philippines Saudi Arabia South Africa South Korea Spain UAE UK and USA.

This diverse experience has provided valuable lessons in strategic marketing and brand management within highly competitive environments.

• Increased market share and image ratings for FMCG brands through effective strategic positioning and business strategies internationally.

• Grew lifestyle, image-driven brands successfully through aggressive marketing mix strategies and distributions.

• Restructured company budgets to become more efficient and effective within highly competitive and margin-driven, retail industry.

• Professionalized the merchandising function of the company through systematic on-the-job training of merchandising and operations staff applying aggressive salesmanship retailing techniques to achieve standardized merchandising and operations procedures for different FMCG and luxury brands.

• Played an integral part in getting OSIM awarded with the Singapore Brand Awards for 6 years running from 2002 to 2007.