Bark Heng Yeoh
Summary
Merchandising professional with 14 years of experience at Lacoste, H&M, and Mizuno Singapore. Skilled in driving sales and profitability across Ladies, Mens, and Kids wear through strategic planning, market analysis, and inventory optimization. Expertise in product launches, pricing strategies, and e-commerce management, with a proven track record of enhancing commercial performance and operational efficiency.
Overview
15
15
years of professional experience
Work History
E- Commerce Merchandiser
Q Collection Pte Ltd
01.2024 - Current
- Strategic Planning: Developed comprehensive business strategies and merchandise plans tailored to company goals across Ladies, Mens, and Kids wear. Aligned commercial objectives with sales targets and budget plans, ensuring long-term profitability and sustainability.
- Sales and Commercial Initiatives: Spearheaded promotional strategies for key sales events, including Mother's Day, National Day, 11.11, and Christmas, optimizing sales margins and driving customer engagement.
- Inventory and Stock Management: Managed stock flow to maintain healthy inventory levels, preventing overstocking or shortages based on aging reports and budget considerations. Led warehouse operations, including layout planning, SKU management, and barcode system setup.
- Open-to-Buy (OTB) and Sales Targets: Planned and monitored OTB budgets and set achievable sales targets. Prepared and analyzed weekly, monthly, and quarterly reports to track progress and align with strategic goals.
- E-commerce Operations: Maintained and updated e-commerce platforms by using Shopify software , including TikTok, Zalora, and company websites. Oversaw SKU management, pricing, inventory levels, pick-and-pack processes, and return handling to ensure a seamless online shopping experience.
- Product Development and Quality Assurance: Collaborated with factories to ensure on-time deliveries and alignment with marketing plans. Approved lab dips, fabric quality, accessories, and quantities for new product developments and ensured production met quality standards.
- Market Analysis and Pricing Strategy: Conducted in-depth market analysis to identify trends, set strategic pricing, and align offerings with competitive market positioning.
- Consignment and Pop-up Stores**: Planned and managed replenishment and allocation strategies for consignment stores and pop-up events, including Mothercare, TCA events, MBS Light Festival, Tangs, Motherworks, 1880, and Mutiny Pilates workshops.
- Cross-functional Coordination: Liaised with factories, marketing, and sales teams to ensure smooth execution of marketing plans, timely delivery of products, and alignment with business objectives.
- Production Oversight: Conducted business trips to Bangladesh to oversee production processes, identify areas for improvement, and plan upcoming collections.
- Reporting and Analysis: Provided detailed weekly, monthly, and quarterly updates on sales performance, inventory status, and strategic progress to senior management.
Senior Merchandiser
Lacoste , Al-Futtaim Group
05.2023 - 12.2023
- Expert Brand Merchandiser for Lacoste, adept in managing apparel, footwear, and leather goods.
- Executed inventory management strategies, consolidating stock to maximize efficiency and minimize costs.
- Led weekly replenishment and allocation to ensure consistent product availability.
- Delivered insightful monthly reports for strategic planning in Malaysia and Singapore markets.
- Produced weekly inventory reports to support logistics and e-commerce operations.
- Coordinated shipments and deliveries, ensuring timely and smooth processes.
- Performed seasonal pricing analysis and executed price updates in SAP with precision.
- Managed SAP operations, including article setup, pricing, purchase orders, and stock transfers.
- Drove seasonal buy preparation with data analysis to refine orders and enhance product performance.
- Championed online business growth on platforms like Zalora and Lazada through meticulous management and campaign coordination.
- Strengthened collaboration between Lacoste teams in Singapore and Malaysia, enhancing team synergy.
Merchandiser Manager
H&M Retail
10.2022 - 04.2023
- Spearheaded multi-department management (Men's, Home, Cosmetic & Sports) across Singapore, Malaysia, and Vietnam, overseeing a portfolio of 60 stores with a keen focus on achieving KPI targets.
- Conducted rigorous weekly sales analysis, formulating dynamic action plans to drive KPI fulfillment and net sales growth.
- Collaborated with Marketing and Visual Merchandising teams to develop and implement high-impact commercial plans.
- Developed and refined allocation strategies tailored to store segments, continuously adjusting based on real-time sales and inventory data.
- Implemented strategies to maximize net sales through setting commercial priorities and establishing qualitative objectives.
- Managed markdowns strategically to enhance profitability while maintaining optimal stock levels and composition.
- Orchestrated promotional campaigns for key seasonal events, including Black Friday, Winter Sales, and Chinese New Year, to boost revenue.
- Conducted regular store visits to ensure effective stock placement and the resonance of commercial strategies.
- Engaged in international business travel to Vietnam and Kuala Lumpur to align regional operations and strategies.
- Proficient in advanced analytics and reporting tools, including Power BI, SMT system, and Excel, to drive data-driven decision-making
Senior Apparel Product Marketing Cum Merchandising
Mizuno
09.2021 - 09.2022
- Strategically positioned Mizuno products to enhance retailer and dealer narratives, driving business growth.
- Influenced Mizuno's apparel product roadmap through proactive suggestions to the Planning and R&D teams.
- Specialized in curating product selections for the Sports, Golf, and Sponsorship categories across multiple regions including Hong Kong, Thailand, Indonesia, Vietnam, Malaysia, and Singapore.
- Fostered strong relationships with dealers, coordinating seamlessly with Mizuno Japan and Global teams.
- Managed and consolidated order quantities from retailers and dealers, ensuring efficient production workflows.
- Engaged in continuous follow-ups with factories to oversee order fulfillment and maintain product quality.
- Delivered compelling presentations to educate stakeholders on seasonal product offerings.
- • Gathered and analyzed customer feedback to inform future product development and marketing strategies.
- Led the design and development of cost-effective apparel, balancing quality with affordability.
- Negotiated favorable costs and shipping schedules with manufacturing partners, optimizing supply chain efficiency.
- Oversaw the quality control process, including fit samples and lab dip approvals, to ensure product excellence.
Buyer
Goldlion Enterprise (S) Private
01.2019 - 08.2021
- Managed a comprehensive portfolio of Goldlion Men's apparel and accessories across Singapore.
- Developed and executed a strategic merchandising plan aligning with brand positioning, fashion trends, and pricing structures.
- Conducted sales and inventory analysis for 18 stores and outlets to ensure optimal stock levels and sales performance.
- Implemented markdown strategies and redistributed slow-moving inventory to support various marketing and sales initiatives.
- Coordinated inventory planning and allocation for retail, roadshows, and warehouse sales events.
- Created and presented internal market and product briefings to reinforce seasonal creative direction and business objectives.
- Delivered seasonal product strategies and assortments to sales and buying teams, enhancing product visibility and turnover.
- Maintained close communication with suppliers and shippers to monitor and expedite delivery processes.
- Upheld and surpassed the company's Acceptable Quality Level (AQL) through diligent quality control measures.
- Generated weekly sales comparison and sell-through reports to track product performance.
- Analyzed promotional activities and reported on the effectiveness of each campaign.
- Compiled monthly sales and inventory reports for headquarters to inform strategic decision-making.
- Partnered with the e-commerce team to optimize product launches and promotions on platforms including Lazada, Zalora, Shopee, and Qoo10.
- Participated in buying trips for Fall/Winter 2019 and Spring/Summer 2020 collections in Guangzhou, enhancing product selection and variety.
E-Commerce Buyer
Watsons Personal Care Store
06.2018 - 12.2018
- Assisted the E-commerce Buying Manager in daily operations and strategic initiatives.
- Sourced and onboarded new vendors while managing relationships with existing vendors to ensure quality standards.
- Collaborated with stakeholders to enhance brand awareness and successfully introduce new products and brands.
- Liaised with the marketing team and offline buyers to develop and execute marketing plans, ensuring timely receipt and upload of all materials into the system.
- Worked closely with brands to secure exclusives and coordinate successful new product launches.
- Reviewed and approved brand pages and promotional banners across platforms.
- Coordinated with the marketing team to drive category visibility across social media and all marketing channels.
- Collaborated with prominent brands such as Unilever, Hada Labo, Colgate, Nivea, and others to execute successful campaigns.
- Tracked and analyzed monthly sales performance to ensure targets and objectives were met.
Senior Merchandiser
Padini Holding Sdn Bhd
06.2010 - 05.2018
- Spearheaded PDI brand's seasonal reporting, including retail buys and markup analysis.
- Curated PDI's seasonal color palettes for Men's, Women's, and Kids' lines, securing approval for each.
- Mentored and directed a team of four assistants in planning and design for PDI's diverse collections.
- Enhanced product value by providing critical design improvement recommendations.
- Managed the approval process for color lab dips, fabric quality, and print strike-offs.
- Negotiated cost-effective pricing with manufacturing partners.
- Pioneered the development of innovative fabrics, such as Dry Fit technology.
- Established and communicated key timelines to the development team.
- Coordinated delivery schedules with factories to ensure timely shipments.
- Conducted extensive research and development to onboard new factories in China, Vietnam, and Bangladesh.
- Offered expert production advice and assistance, optimizing manufacturing processes.
- Guided visual merchandising strategies to maximize market impact.
- Conducted a business trip to Dhaka, Bangladesh, in August 2015, to oversee factory operations and quality control.
- Performed market surveys in Hong Kong and Shanghai, analyzing price points, fabrics, designs, colors, and cutting-edge trends.
- Expanded the supplier network by visiting and vetting new factories in Chang Sha and Yan Tai, China.
Education
Bachelor of Arts - Mass Communication
University of Tunku Abdul Rahman
Malaysia03-2010
Skills
- Reliable and punctual
- Friendly and outgoing
- Stock rotation
- Pricing and shelf labeling
- Merchandise planning
- Pricing strategy
- SAP system
- Excel
- PowerPoint
- SMT system
- PowerBI
Timeline
E- Commerce Merchandiser
Q Collection Pte Ltd
01.2024 - Current
Senior Merchandiser
Lacoste , Al-Futtaim Group
05.2023 - 12.2023
Merchandiser Manager
H&M Retail
10.2022 - 04.2023
Senior Apparel Product Marketing Cum Merchandising
Mizuno
09.2021 - 09.2022
Buyer
Goldlion Enterprise (S) Private
01.2019 - 08.2021
E-Commerce Buyer
Watsons Personal Care Store
06.2018 - 12.2018
Senior Merchandiser
Padini Holding Sdn Bhd
06.2010 - 05.2018
Bachelor of Arts - Mass Communication
University of Tunku Abdul Rahman
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