Boon Seng Tan
Summary
Accomplished business lead in regional business management within multinational consumer retail organizations. Demonstrated expertise in spearheading commercial development strategies through adept leadership of in-country teams, driving growth via distributor and retailer channels.
Proficient in remote team management, coaching, and training, with a focus on fostering high-performance cultures.
Adept at formulating and executing business strategies, overseeing P&L and budget planning, and optimizing cost structures. Skilled in collaborating with global teams to translate overarching objectives into localized execution plans.
A keen acumen for revenue generation, distribution optimization, and retail management. Certified facilitator and seasoned change leader with a commitment to driving organizational transformation and spearheading new initiatives.
Overview
23
23
years of professional experience
30
30
years of post-secondary education
6
6
Certifications
Work History
Business Director
Edufrienz 99 Pte Ltd/Kiddy Companion
1 2020 - Current
- Initializing an e-commerce business, operated as licensee for Hasbro to introduce store-in-store concept in online marketplaces
- Invented one-of-first children digital content platform for Parents and Schools to promote emergence of social-emotional learning (SEL).
- Experienced in building new business and forming products and market-entry strategies and recruitment of functional virtual team members.
Channel Sales Leader
Johnson Control, Sensormatic Retail
01.2019 - 01.2020
- Led SEA team of 7 to manage indirect channel business for Retail Solutions.
- Initiated market development strategies to promote inventory intelligence/traffic analytics software solution selling to curb with partners' inconsistent performance and inventory challenges
- Reorganize team formation to support sales expansion opportunities by eliminating legacy structure.
APJ SMB Category Manager
Hewlett Packard Enterprise, Aruba
01.2017 - 01.2018
- Category management for APJ SMB revenue quota, growth strategies and financial achievements
- Motivated co-workers to revamp APJ resellers incentives program
- Influenced revamping of sales program to align with NPIs, sell-in, sell-thru, and reseller targeting, revamped quarterly run rate increases by 35%
- Founded new programmatic resellers framework with in-depth distributors and resellers sales analysis to adopt prescriptive annual growth plans.
- New sell-thru forecast was introduced with defined resellers' actionable recommendations to grow SMB business.
Regional Sales Manager
Linksys Pte Ltd
01.2015 - 01.2017
- Promoted from individual regional contributor to sales leader for Consumer and SMB networking
- Supervised fifteen in-country members with P&L responsibility, driving distributors' and resellers' growth and trade marketing development initiatives
- Reinvent annual sales plans for Octagon (Philippines) and overhauled quarterly legacy box selling into structured yearly forecast and marketing plan resulting in 20% revenue growth
- Grew SMB revenue by 35% for ASEAN and 50% for Indonesia via competitors' conversion programs
- Overcame Vietnam's declining business by terminating a single national distributor to a territorial model (Ho Chi Minh and Hanoi), increasing annual revenue by 15%.
Partner Enablement Manager
Linksys Pte Ltd
01.2013 - 01.2015
- Training & Partner Enablement Manager, Asia, Cisco System (USA) Pte Ltd
- Entrusted to lead Asia commercial channel development and sales programs
- Revitalized low awareness of SMB category through close channel resellers investment
- Identified HERO SKUs, increased sell-thru by 40% in 2014, and grew to 100% in 2015
- Pioneered new internship framework to train interns recruited under Cisco Academy, transformed efficacy of field enablement activities.
ASEAN Sales Development Manager
Advanced Micro Devices Far East Ltd (AMD)
01.2010 - 01.2011
- Facilitated regional development of ASEAN OEM (Global PC manufacturers) business
- Collaborated with country managers and global teams to grow sales acceleration business development
- ASEAN units share rose from 11 to 15%, contributed by ID, TH, and MY
- Introduced a successful retail ambassador program for Singapore which was replicated in ASEAN.
Country Manager
DigiPhoto Entertainment Imaging Pte Ltd
01.2009 - 01.2010
- Country management for Singapore and Malaysia retail business, supervised up to 120 staff across 14 theme park locations for monthly profit and loss performance.
- Launched five retail sites in Malaysia in nine months despite tight timelines and staffing challenges
- Combat low staff morale with new incentive schemes, grew gross margins by 15% (SG) and 7% (MY).
- Managed budgets, financial planning, and forecasting to optimize profitability for country operations
Retail Sales Manager
Motorola Electronics Pte Ltd
01.2005 - 01.2007
- Territorial channel development for mobile distributors and retailers
- Negotiated with key partners to increase display share from 5% in 2005 to 20% in 2006
- Managed three merchandising sales representatives for retail store enablement across 200 retailers' outlets with 20 sales promoters to increase weekly sell-outs
- Awarded Best Supportive Partner award with Courts as account manager (2006/2007), spearheading sales initiatives that grew account revenue by 50%
- Influenced regional team to launch low-price handsets with intensive market and customers research, emerged as top volume run-rate, and won bundled deals for several merchants' programs.
Retail Account Executive
Hewlett Packard Singapore
01.2001 - 01.2005
- Key account management for large and small-format dealers for IT products
- Led merchandisers and 20 promoters to increase key retailers' sell-thru and retail store presence
- Won the first Best Retail Sales Executive (2005) for SEA, competing with 25 peers
- Grew Best Denki to top reseller in 2003
- Convinced internal management to create first annual sales program for retailers to prioritize HP as top partner
- Overcame low acceptance for portable photo printers by cross-channel appointment of focal master partner to penetrate new photography channel.
Education
MBA -
Murdoch University
Australia 07.2019 - 08.2020
Bachelor of Commerce - Marketing & Management
Curtin University of Technology
Australia 01.2003 - 07.2026
Advanced Diploma in Marketing and Management -
IBMEC
Singapore 01.2000 - 07.2001
Diploma in Building Services Engineering -
Ngee Ann Polytechnic
Singapore 07.1994 - 12.1997
Skills
Regional Leadership
Virtual Team Management
Staff Recruitment & Coaching
Country Management
P&L Analysis
Commercial Strategy
Partners Management
Channel Sales Distribution
Digital Marketing
E-commerce
Cross Functional Collaboration
New Initiatives Inception
Analytical Thinking
Certification
Advanced Certificate in Learning and Performance (ACLP), 2020, Singapore
Timeline
MBA -
Murdoch University
07.2019 - 08.2020
Channel Sales Leader
Johnson Control, Sensormatic Retail
01.2019 - 01.2020
APJ SMB Category Manager
Hewlett Packard Enterprise, Aruba
01.2017 - 01.2018
Regional Sales Manager
Linksys Pte Ltd
01.2015 - 01.2017
Partner Enablement Manager
Linksys Pte Ltd
01.2013 - 01.2015
ASEAN Sales Development Manager
Advanced Micro Devices Far East Ltd (AMD)
01.2010 - 01.2011
Country Manager
DigiPhoto Entertainment Imaging Pte Ltd
01.2009 - 01.2010
Retail Sales Manager
Motorola Electronics Pte Ltd
01.2005 - 01.2007
Bachelor of Commerce - Marketing & Management
Curtin University of Technology
01.2003 - 07.2026
Retail Account Executive
Hewlett Packard Singapore
01.2001 - 01.2005
Advanced Diploma in Marketing and Management -
IBMEC
01.2000 - 07.2001
Diploma in Building Services Engineering -
Ngee Ann Polytechnic
07.1994 - 12.1997
Business Director
Edufrienz 99 Pte Ltd/Kiddy Companion
1 2020 - Current
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