Eileen Koh

• Business Development: Spearhead the expansion of a profitable customer portfolio within the business unit
• Trade Management: Collaborate with sales teams, retail chains, electronic chain buyers, and ecommerce account managers to drive brand sales across various channels, including electronics stores, department stores, personal care stores, e-retailers, and e-marketplaces
• Negotiation: Led successful contract negotiations resulting in long-term agreements that benefited both parties involved strategically
• Brand Management: Ideate and execute strategies to optimize brand positioning and enhance visibility in the marketplace
• Omnichannel Marketing: Develop and implement traditional and digital marketing campaigns for both new and existing products
• Reporting and Analysis: Conduct in-depth analysis of sales reports, retailer/e-retailers/marketplace sell-through and purchase reports, merchandiser/promoter team feedback, and competitive activities to refine brand positioning and stimulate consumer demand
• Budgets, Forecasting and Financing: ensuring accurate forecasting and cost control for optimal profitability.

• Key Account Management: Managed accounts like Malaysia Airlines, Jetstar, etc
• Marketing: Executed inflight and online marketing plans
• Vendor Relationship: Proposed new merchandise and managed vendor operations
• Developed long-term strategic partnerships with key vendors: enhancing collaboration and creating mutual benefits.
• Operational Oversight: Supervised daily operations of duty-free shops
• Reporting and Analysis: Generate comprehensive range-in plans for catalog periods, supported by thorough analysis of historical sales data

Achievements:

• Boosted Malaysia Airlines' inflight duty-free sales by 22.97%
• Elevated Krisshop's watch & jewellery category sales by 9% through strategic brand additions
• Achieved a remarkable +114% increase in sales for both arrival and departure shops at MBCCS during my tenure
• Fostered strong vendor relationships and implemented strategic listing and budget plans across diverse airline portfolios.

• Key Responsibilities (Domestic): Brand Management & Marketing: Enhanced brand awareness and market share
• Sales & Operations: Developed customer relationships and optimized store presence
• Training Development and Execution: Design and implement comprehensive training modules and schedules for sales staff, ensuring effective skill enhancement and knowledge transfer
• Product & Pricing: Managed inventory and set retail pricing
• Key Responsibilities (Travel Retail): Collaborative Brand Development Collaborate with Brand owners to align on budgets, pricing strategies, sales goals, distribution channels, and new product launches, aiming for maximum listing across all airline networks
• Establish a consistent approach to brand and product selection to optimize listing across diverse airline networks
• Strategically plan, develop, and communicate product details to Area Sales Managers for onboard listing on regional airlines
• Partner with Area Sales Managers to prepare Profit & Loss statements for Brand owners' approval prior to airline presentations
• Coordinate with Brand owners to create tailored advertising and brochure materials for each airline listing
• Devise crew incentive and training programs in conjunction with Brand owners
• Maintain comprehensive records of regional airline listings for each brand to facilitate ongoing strategic planning and analysis

Achievements (Domestic):

• Successfully spearheaded the launch of H2O Plus brand in Singapore, overseeing staffing, daily operations, and media campaigns resulting in brand recognition and prestigious beauty awards
• Generated interest from third-party partners such as LUXOLA and Vanity Throve through effective marketing efforts
• Expanded distribution to additional outlets within the Isetan group, 10 SASA outlets, and Isetan online within just 1.5 years
• Orchestrated monthly training sessions for staff, covering new product introductions, skincare knowledge, and sales techniques to enhance customer engagement
• As the master distributor for Victorinox Swiss Army Fragrance in the Asia region, facilitated successful launches and marketing initiatives, resulting in increased new product sales

Achievements (Travel Retail):

• Expanded listings with major airlines such as EVA Air, China Airlines, and Cathay Pacific, driving a remarkable 50% increase in sales
• Cultivated strong relationships with Principals, securing support for impactful media buys, crew incentives, training, and sponsorships to boost sales
• Fostered brand synergy across all airline listings, enhancing brand visibility and market presence
• Ensured smooth operations of ground duty-free counters, optimizing stock availability and achieving sales targets.