Eileen Keng Cher Tan
Singapore
Summary
Experienced leader with strong background in guiding teams, managing complex projects, and achieving strategic objectives. Excels in recognizing and cultivate the potential in others, developing efficient processes, ensuring high standards, and aligning efforts with organizational goals. Known for collaborative approach and commitment to excellence.
Overview
37
37
years of professional experience
Work History
VP of Sales, Asia Pacific
BW Global (S) Pte Ltd
09.2012 - 06.2025
- Define, own, and execute sales strategy aligned with regional and global objectives
- Utilize data-driven insights to develop a pipeline, achieving revenue targets
- Curate tangible and meaningful sales programs/projects to accelerate wins and growth
- Develop and foster deep, strategic relationships with key contacts within the targeted account base.
- Provide hands-on coaching, training, counseling, and mentoring to uplift individual and team capabilities.
- Spearheaded the largest deal in company history – a US$3.2M win - by aligning cross-functional teams, shaping a strategic value proposition, and managing complex stakeholder engagement.
- Consistently delivered healthy Year-over-Year growth exceeding 25%
- Identified, groomed, and mentored several high-potential talent, fostering personal growth and enabling them to gain recognition and assume regional or global leadership roles in their area of expertise.
Sr. Manager, Business Development
Eu Yan Sang Integrative Health Pte Ltd
12.2008 - 09.2012
- To identify and work with potential investors and/or business partners for new integrated business opportunities
- To explore new market outside Singapore
- To expand and grow B2B segment
- Closed the Joint Venture agreement with Vietnamese Investors for clinic overseas expansion
- Conceptualize, lead and spearheaded the clinic segmentation project for Child-Friendly clinics and extended to include Elderly-Friendly concept clinic
- Grow the Corporate revenue close to 16 times, year-on-year
Business Development Manager
Excellence Healthcare Pte Ltd
05.2006 - 11.2008
- Create market awareness on the new set up
- Brand and position the core disciplines
- Set strategies, action plans, tactics and execute effectively
- To meet and exceed the company’s goals and targets
- To lead and manage the Marketing department
- To manage and ensure smooth operation in Customer Service and excellent patient care management
- Lead, manage and co-ordinate the official opening of the Cancer Center in the clinic in 2006
- Conduct new market survey and lead marketing activities for Russia, Moscow region
- Implemented effective marketing strategies to achieve clinic growth, approximately 38%, on year-to-year comparison
- Secure the first two corporate contracts for health screening services for the clinic in 2007, total worth approximately 140k SGD.
- Established a new referral system with some major institutes, including restructured hospitals, for the radiology clinic and grow the revenue to 1 fold, on year-to-year comparison.
- Expanded responsibility to manage the Customer Service and Call Center team in early 2008.
General Sales Manager, Regional Strategic Account Management, Asia Pacific HQ
FCI Asia Pte Ltd
01.2004 - 10.2005
- To develop the foundation for the new formed organization
- To provide feasible ways to integrate a virtual organization within Sales and Operation
- To coach, counsel and drive the Strategic Account Managers for sustainable competitive advantage through well managed strategic relationships at regional strategic accounts.
- Lead the regional effort to establish long-term customer intimacy at the regional strategic account.
- Develop the required structure within four months.
- Implemented review meetings, Business Plan, Key Performance Index for 12 Regional Strategic Account in Asia Pacific
General Manager, Sales, ASEAN
FCI (Singapore) Pte Ltd
01.2000 - 11.2004
- Provide segmentation strategies and directions for Business development in ASEAN
- Explore new market opportunity and lead the team to meet the market need
- Implement appropriate sales channel to achieve the best fit of market need and profitability for the company
- Manage, mentor and coach the sales team
- Co-ordination of projects transfer from US and Europe to Asia Pacific
- Set up Sales Representative office in Bangkok, Thailand
- Maintain an average year-on-year sales growth of 5% in ASEAN, despite the rapid transfer of business into China and aggressive price erosion in Electronics industry.
- Coach, groom and provide career path for several sales members to take on further role (Regional or Global) roles in the company.
Sales Manager
FCI (Singapore) Pte Ltd
01.1996 - 01.2000
- Lead and manage the Consumer segment sales team
- Service major accounts in ASEAN
- Explore new consumer market opportunities within ASEAN
- Support production and planning for launching of new projects/products
- Achieved “Preferred Supplier Status’ in several key account e.g. Xyratex UK, Solectron JB, Philips, JVC
- Achieved an average of Year-on-Year sales growth of 9% on Consumer Segment sales team.
- Awarded Best Sales Person for year 1998
Asst. Sales Manager
Singamip Enterprise Pte Ltd
01.1994 - 01.1996
Marketing Executive
Esco Audio Visual Pte Ltd
01.1992 - 01.1994
Sales Executive
Hitachi Cable (S) Pte Ltd
01.1988 - 01.1992
Education
Bachelor - Business and Management Studies
University of Bradford
01.1999
Diploma - Sales and Marketing
National Productivity Board
NCC Diploma - Computer Studies
NCC
GCE A level -
Anglo Chinese Junior College
Skills
- Building rapport
- Crisis response
- Career counseling
- Empathy development
- Exceptional problem solver
- Coaching
- Calm under pressure
- Teamwork and collaboration
Interesting Facts
Clifton Strength assessment (2018), Deliberative, Connectedness, Developer, Relator, Restorative,
Gallup assessment (2023), Deliberative, Relator, Analytical, Developer, Consistency,
Birkman assement (2025), Social Service, Numerical , Scientific, Outdoor, Persuasive
Volunteer in Society of St. Vincent de Paul as tutor cum mentor for underprivileged children since 2020
Personal Information
- Ethnicity: Chinese
- Date of Birth: 19 Feb 1969
- Gender: Female
- Nationality: Singaporean
- Marital Status: Married
- Religion: Catholic
Timeline
VP of Sales, Asia Pacific
BW Global (S) Pte Ltd
09.2012 - 06.2025
Sr. Manager, Business Development
Eu Yan Sang Integrative Health Pte Ltd
12.2008 - 09.2012
Business Development Manager
Excellence Healthcare Pte Ltd
05.2006 - 11.2008
General Sales Manager, Regional Strategic Account Management, Asia Pacific HQ
FCI Asia Pte Ltd
01.2004 - 10.2005
General Manager, Sales, ASEAN
FCI (Singapore) Pte Ltd
01.2000 - 11.2004
Sales Manager
FCI (Singapore) Pte Ltd
01.1996 - 01.2000
Asst. Sales Manager
Singamip Enterprise Pte Ltd
01.1994 - 01.1996
Marketing Executive
Esco Audio Visual Pte Ltd
01.1992 - 01.1994
Sales Executive
Hitachi Cable (S) Pte Ltd
01.1988 - 01.1992
Diploma - Sales and Marketing
National Productivity Board
NCC Diploma - Computer Studies
NCC
GCE A level -
Anglo Chinese Junior College
Bachelor - Business and Management Studies
University of Bradford
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