Choy Yew Hoong
Summary
Accomplished Key Account Manager more than 13 years of experience developing and maximizing key account sales in consumer driven market. Diligent in building and retaining accounts by providing support and attentive service. Expertise in marketing strategies, product promotion and merchandising to achieve market penetration. Successful record of expanding network connections through persuasive brand imaging.
Overview
19
19
years of professional experience
1
1
Certification
Work History
Sn Customer Development Manager - Consumer Health
Bayer Co (M) Sdn Bhd
Malaysia
01.2023 - Current
- Lead the KA team to achieve sustainable sales and profitability objectives of his/her key account / assigned channels. Recommends corrective actions whenever deviations occur.
- Manages and deploys the allocated A&P funds for the assigned key account / channels to achieve the best possible returns in terms of sales and profitability.
- Plans and implements effective trade activation with close collaboration with brand and trade marketing counterparts. Implement POS strategy, ensure visibility and availability in his/her key account / assigned channels.
- Work closely with brand and trade marketing counterparts as well as logistic team, to ensure accurate stocks forecast planning for seamless execution in-store.
- Establishes and builds strong client relationships over time that allow for continuity and ongoing representation reinforced by sales support/delivery programs, and communications to other relevant organizational functions/divisions
- Participates and collaborate with other key account managers and sales management, in Key Tasks: development of sales strategies for International and local chain accounts; helps identify target accounts and opportunities within the framework of the organization-wide strategy
- Ensures Company Corporate Compliance and Commercial Policies are enforced. Responsible for KA channels trade promotion activation and strictly adheres to regulatory requirements and industry code of conducts.
- Actively support National Sales Manager, and to take on assignments or projects when need arises
Sn Key Account Manager - Consumer Health
Bayer Co (M) Sdn Bhd
Malaysia
07.2019 - 12.2022
- Worked with AKAM to collaboratively reach targets, consistently meeting or exceeding sales objectives.
- Organized cross-functional teams to address complex client expectation efficiently, resulting in increased satisfaction levels among key accounts holders that recognize us through yearly awards.
- Expanded key account base by identifying and cultivating new business opportunities.
- Established strong rapport with clients by consistently exceeding their expectations in quality and service delivery.
- Informed customers of promotions to increase sales productivity and volume.
- Implemented strategic sales plans to achieve consistent revenue growth across key accounts.
- Optimized processes related to order placement and fulfillment by streamlining workflows between sales teams and other departments within the organization.
- Mentored AKAM in the team for key account management best practices, fostering a culture of continuous learning and professional growth within the organization.
- Met existing customers to review current services / business reviews to expand sales opportunities.
- Monitored competitor activity within the industry, adjusting strategies accordingly to maintain a competitive edge in key accounts management.
Key Account Manager - Consumer Health
Bayer Co (M) Sdn Bhd
Malaysia
05.2015 - 10.2019
- In-Charged of all International Chain Accounts met their sales Objectives
- Developed and executed comprehensive in-stores strategies and promotions tailored to the Consumer Health sector, resulting in sales growth year over year
- Established and nurtured relationships with key retailers, pharmacies, and HCPs, negotiating favorable promotional agreements and optimizing in-store visibility
- Led cross-functional teams in developing and implementing innovative marketing campaigns, effectively differentiating products in the market and driving consumer engagement
- Utilized data analysis and market insights to identify growth opportunities and refine marketing strategies, resulting in increased market share and brand loyalty
- Managed trade marketing budgets effectively, ensuring efficient allocation of resources to maximize ROI and achieve business objectives.
Key Account Manager
Oculus (M) Sdn Bhd
Malaysia
11.2010 - 04.2015
- Set and achieved company defined sales goals on optical chain key retailers
- Optimized processes related to order placement and fulfillment by working closely with marketing and order processing departments within the organization.
- Analyzed sales and customer data to identify trends and selling opportunities for increased profitability.
- Identified new in-store display possibility and opportunity to highlights the Brand Image within the retailers store visibility.
Field Sales Manager
Bio-Life Marketing Sdn Bhd
Malaysia
03.2005 - 08.2009
- Negotiated TTA with retailers to secure competitive pricing, increasing profit margins on products sold.
- Delegated work assignments and processes to manage manpower & stocks availability to ensure optimal customer service and sales objective.
- Expanded market share with targeted marketing campaigns and strategic product placements by working closely with marketing department.
- Coordinated sales staff schedules to properly allocate resources and meet business needs.
- Cultivated cross-functional partnerships with sales and support teams to achieve commercial and departmental objectives via internal meetings.
- Recruited, interviewed and hired sales force employees and implemented mentoring program to promote positive feedback and engagement to meet business objectives.
- Meet and exceeded sales target and increased profitability through effective sales strategy and business planning.
- Achieved team sales goals and service targets by cultivating and securing new customer relationships.
- Accompanied sales representatives on site visits to resolve issues and foster and build relationships.
Education
Bachelor of Arts - Finance & Marketing
Curtin University of Technology
Australia02.2000
High School Diploma -
Taylor College
12.1999
Skills
- Strategic Planning
- Relationship Management
- Market Analysis
- Data Analysis
- Budget Management
- Leadership
- Communication
- Negotiation
- Consumer Health Industry Knowledge
- Cross-Channel Marketing
- Strategic account development
Certification
- Trade Marketing Certification (if applicable)
- Any relevant certifications in marketing or management
Additional Information
As Senior Key Account Manager, I'm fully responsible in all areas related;
- Driving sales of Bayer Consumer Health products
- Accelerate growth and development of International Chain Account (Guardian/Watsons/AEON Wellness)
Key responsibilities include:
- Strategic account planning, negotiating and managing trading terms, aligning promotional plans to Bayer’s strategic direction
- To lead, mentor, coach and motivate AKAM and KA Executive in executing the roles and tasks given.
- To achieve sales and profits through customer-driven innovative strategies, including growing sales faster than the market and strengthening Bayer’s position in the specific Key Account(s).
- To identifies new channel opportunities and explores new vehicles to drive business growth.
- To ensure strategic directives are implement within the Bayer Consumer Health priorities.
- To ensure communication and collaboration between external and internal stakeholders including Marketing, Supply Chain, the Sales and Management team therefore strategic directives are implement within Bayer LIFE principles.
Cover Letter
Dear [Hiring Manager's Name],
I am writing to express my interest in the Head of Trade Marketing position at [Company Name], as advertised. With over [X years] of experience in trade marketing, particularly within the [specific industry or sector], I am confident in my ability to drive strategic initiatives that will elevate your brand and increase sales in the market.
In my current role as a [Your Current Position], I have successfully led cross-functional teams in developing and executing comprehensive trade marketing strategies. Through my leadership, we have consistently exceeded sales targets, increased market share, and strengthened relationships with key stakeholders.
Some highlights of my achievements include:
Developed and implemented innovative trade marketing campaigns that resulted in a [percentage] increase in sales within [specific time frame].
Negotiated strategic partnerships with major retailers, resulting in improved product visibility and shelf placement.
Analyzed market trends and consumer behavior to identify new opportunities and refine marketing strategies accordingly, leading to a [percentage] increase in market penetration.
Managed and mentored a team of trade marketing professionals, fostering a culture of collaboration and excellence.
Furthermore, my expertise in data analysis, budget management, and market research will enable me to provide valuable insights and drive informed decision-making at [Company Name].
I am particularly impressed by [specific aspect of the company or recent accomplishment], and I am eager to contribute to the continued success and growth of [Company Name]. I am excited about the opportunity to bring my skills and experience to your team and make a meaningful impact.
Thank you for considering my application. I look forward to the possibility of discussing how my background, skills, and enthusiasm align with the needs of [Company Name]. Please find my attached resume for additional details on my qualifications.
Warm regards,
Objective:
Highly accomplished and results-driven Trade Marketing professional with over a decade of experience in the Consumer Health industry. Demonstrated success in developing and executing strategic marketing initiatives to drive sales growth and brand visibility. Seeking a challenging role as Head of Trade Marketing where I can leverage my expertise to contribute to the continued success of the organization.
Badminton
A school team player
Languages
English
Advanced (C1)
Malay
Upper intermediate (B2)
Chinese (Cantonese)
Advanced (C1)
Chinese (Mandarin)
Advanced (C1)
Timeline
Sn Customer Development Manager - Consumer Health
Bayer Co (M) Sdn Bhd
01.2023 - Current
Sn Key Account Manager - Consumer Health
Bayer Co (M) Sdn Bhd
07.2019 - 12.2022
Key Account Manager - Consumer Health
Bayer Co (M) Sdn Bhd
05.2015 - 10.2019
Key Account Manager
Oculus (M) Sdn Bhd
11.2010 - 04.2015
Field Sales Manager
Bio-Life Marketing Sdn Bhd
03.2005 - 08.2009
Bachelor of Arts - Finance & Marketing
Curtin University of Technology
High School Diploma -
Taylor College