Serene Koo
Summary
Experienced professional with over a decade of expertise in driving profitability through strategic growth, team leadership, and quality control. Specialized in business acquisition strategies and navigating complex situations strategically. Seeking a leadership role with a market-leading, high-growth company to advance into sales management.
Overview
17
17
years of professional experience
Work History
Manager, Sales & Operations
The Initial Residence
03.2025 - Current
- As Sales & Operations Manager at The Initial Residence, I was responsible for driving revenue growth and overseeing front office, food and beverage, housekeeping, and maintenance operations. My role involved developing and executing proactive room sales strategies to identify new business opportunities, maintain key account relationships, and optimise rate management and yield. I worked closely with revenue management and marketing teams to align sales efforts and maximise income, utilising revenue management software to inform pricing and inventory decisions.
- In addition to sales, I implemented revenue management strategies to forecast revenue, analysing sales figures, market trends, and customer behaviour. I ensured compliance with company policies and legal regulations related to revenue management and monitored competitor activity to adjust pricing strategies accordingly.
- As a front office supervisor, I ensured excellent customer service, managed reservations and room assignments, handled guest inquiries and complaints, and coordinated with housekeeping and maintenance teams. I enforced hotel policies and security procedures, trained and evaluated front office staff performance, and managed cash handling and billing processes.
- In food and beverage operations, I oversaw daily operations, including menu planning, staff supervision, inventory management, and cost control. I ensured adherence to health, safety, and hygiene regulations and addressed guest feedback to enhance dining experiences.
- Furthermore, I managed housekeeping and maintenance teams, assigning tasks, scheduling shifts, and training staff to maintain high standards of cleanliness and service. I inspected guest rooms and public areas, managed inventory and supplies, and ensured compliance with health, safety, and sanitation regulations. In maintenance, I supervised repairs, preventive maintenance, and inspections, managed budgets and inventory, and coordinated with external contractors for specialised services.
- In my role, I've earned recognition as a versatile manager, adept at handling multifaceted property operations while simultaneously driving sales growth through proactive client engagement and sales calls.
Manager
Ministry Of Health, Case Management Operations Task Group
08.2023 - 12.2024
- Served as HSG ambassadors in various community and public healthcare settings, engaging with residents and patients to maintain a 20% daily enrolment rate, while actively monitoring and addressing feedback.
- Trained internal and external stakeholders of HSG, enhancing understanding and effectiveness in utilizing the company’s resources.
- Resolved disputes promptly, maintained open lines of communication, and ensured high-quality service delivery, resulting in enhanced customer satisfaction.
Manager
Ministry of Health, Operation Management Cell
12.2022 - 07.2023
- Managed the Home Recovery Program (HRP) Operations Centre mailbox from senior management for HRTG cases, ensuring effective investigation and resolution of concerns, which resulted in improved handling of cases.
- Conducted follow-up verification checks with medical institutions to ensure accuracy of results, leading to improved reliability in data reporting. Streamlined workflows by identifying bottlenecks in current systems, resulting in increased efficiency and productivity.
Team Lead
Ministry of Health, Home Recovery Task Group
04.2022 - 11.2022
- Led the Telemedicine task force, ensuring an average of 300 cases per week were thoroughly reviewed before assignment to clinics and hospitals, resulting in improved patient care and streamlined operations.
- Provided regular coaching, feedback, and skill development opportunities, resulting in enhanced overall team performance.
- Collaborated with other departments to streamline workflows, enhance interdepartmental coordination, and collectively achieve business goals.
Team Lead
Enterprise Singapore
12.2020 - 03.2022
- Directed a team of 8 SDAs to patrol and monitor premises during the pandemic, resulting in increased awareness among MOPs regarding safe distance practices.
- Collaborated closely with Mall Management and Security personnel to implement interim measures and ensure necessary certifications, effectively enhancing compliance with safe management protocols.
- Developed and managed the manpower duty roster, resulting in enhanced operational efficiency across cluster malls.
Assistant Director of Sales
Fort Canning Singapore
02.2014 - 11.2020
- Led the development and implementation of comprehensive sales strategies, resulting in an average of 20% growth in YOY revenue.
- Negotiated complex contracts with significant corporate clients, increasing market penetration by 10%.
- Fostered a collaborative atmosphere among the sales team and provided guidance through extensive data analysis, resulting in a doubling of the lead-to-sales conversion rate in a year.
- Customized client engagement strategies, which resulted in a 25% improvement in client retention rates.
Senior Sales Manager (Corporate)
Fort Canning Singapore
11.2012 - 01.2014
- Orchestrated a strategic sales plan that increased hotel bookings by 30%, contributing significantly to annual revenue growth.
- Executed advanced market research techniques, resulting in the identification and engagement of new high-value clients.
- Secured crucial partnerships with several major corporate organizers, which resulted in a 70% increase in occupancy rate.
Sales & Admin Manager
Games Industries LLP
03.2012 - 10.2012
- Established sales goals, monitored sales performance, and implemented strategies that resulted in improved sales outcomes.
- Analysed customer data to evaluate buying behaviours and trends, leading to improved marketing strategies.
- Managed store operations, including administrative duties and staff scheduling, which enhanced the efficiency of promotional campaigns.
Sales Manager (Travel Trade)
Link Hotel International, Singapore
06.2011 - 02.2012
- Fostered and strengthened strong relationships and open communication with key travel partners, tour operators, and travel agents, resulting in a 25% growth and securing long-term contracts.
- Identified and participated in trade events and platforms, resulting in enhanced business promotion efforts.
- Developed and maintained the Wholesale Database, resulting in enhanced lead generation and improved follow-up activities.
Senior Sales & Reservation Manager
Sovereign Hotel, Singapore (Pre-Opening)
02.2011 - 05.2011
- Secured wholesale agents and corporate clients, contributing to a 15% revenue growth.
- Managed up to 100 reservations each day, maximizing the room occupancy.
- Developed and implemented reservation policy and procedures to enhance operational efficiency.
- Conducted 3 site visits each week to engage with potential clients, aiming to cultivate relationships and contribute to a targeted 15% increase in client acquisition.
- Generated daily, weekly, and monthly reports to analyze booking trends, leading to improved decision-making and optimized resource allocation.
Business Development Manager
Singapore Duck Tour Pte Limited
09.2010 - 01.2011
- Managed a portfolio of assigned accounts, strengthening existing relationships and leading to the identification of new business opportunities.
- Facilitated the delivery of bulk attraction tickets to travel agencies, resulting in increased customer satisfaction through timely access and ensuring prepayment was collected in advance.
Sales Manager (Corporate)
RELC International Hotel, Singapore
01.2010 - 08.2010
- Executed organizational promotional activities that significantly improved brand visibility and boosted customer engagement.
- Executed a targeted sales blitz to engage leads, resulting in personalized follow-ups that invited potential clients for site visits and ENT.
- Conducted a comprehensive market analysis that led to the identification of 20 new business opportunities.
Sales Manager (Leisure & OTA)
Singapore Clarke Quay, Accor
04.2008 - 08.2009
- Developed new business and managed existing accounts, resulting in strengthened long-term relationships.
- Conducted weekly inspections at three sites and organized entertainment for current and prospective clients, resulting in strengthened relationships and enhanced client satisfaction.
- Managed key accounts through strategic planning and relationship building, leading to enhanced customer loyalty and increased repeat business.
Education
Psychological First Aid
Temasek Polytechnic
21 Tampimes Ave 103-2024
Professional Diploma in Leadership & People Mgt
Everest Innovation Pte Ltd
10-2021
Skills
- Technical Skills
- Market Research, Account Management, Revenue Growth, Contract Negotiation, Sales Forecasting, Client Relationship Management, Cross-Functional Coordination, Digital Savvy, Emotional Intelligence, Accountability, Strategic Thinking, Flexibility, Team Leadership, Communication, Customer Relationship Management, Time management skills, Coaching, Mentoring of Staff, Organization & prioritization Skills
Timeline
Manager, Sales & Operations
The Initial Residence
03.2025 - Current
Manager
Ministry Of Health, Case Management Operations Task Group
08.2023 - 12.2024
Manager
Ministry of Health, Operation Management Cell
12.2022 - 07.2023
Team Lead
Ministry of Health, Home Recovery Task Group
04.2022 - 11.2022
Team Lead
Enterprise Singapore
12.2020 - 03.2022
Assistant Director of Sales
Fort Canning Singapore
02.2014 - 11.2020
Senior Sales Manager (Corporate)
Fort Canning Singapore
11.2012 - 01.2014
Sales & Admin Manager
Games Industries LLP
03.2012 - 10.2012
Sales Manager (Travel Trade)
Link Hotel International, Singapore
06.2011 - 02.2012
Senior Sales & Reservation Manager
Sovereign Hotel, Singapore (Pre-Opening)
02.2011 - 05.2011
Business Development Manager
Singapore Duck Tour Pte Limited
09.2010 - 01.2011
Sales Manager (Corporate)
RELC International Hotel, Singapore
01.2010 - 08.2010
Sales Manager (Leisure & OTA)
Singapore Clarke Quay, Accor
04.2008 - 08.2009
Psychological First Aid
Temasek Polytechnic
Professional Diploma in Leadership & People Mgt
Everest Innovation Pte Ltd
Similar Profiles
Abdulrahman AlghamdiAbdulrahman Alghamdi
HSEE Lead | Manager at Initial Saudi Group KKIA, Royal TerminalHSEE Lead | Manager at Initial Saudi Group KKIA, Royal Terminal
CANDY MARIE BALUYUTCANDY MARIE BALUYUT
Human Resource Executive – Payroll Specialist at Rentokil Initial Singapore Pte LtdHuman Resource Executive – Payroll Specialist at Rentokil Initial Singapore Pte Ltd
Paul Francis DowlingPaul Francis Dowling
Senior Pest Control Technician at Rentokil InitialSenior Pest Control Technician at Rentokil Initial
Eric OchsenhirtEric Ochsenhirt
Manager, Sales & Operations at RXOManager, Sales & Operations at RXO
CHANDRASEKARAN SANKARA NARAYANANCHANDRASEKARAN SANKARA NARAYANAN
Head - India Sales Operations [Sr. Manager, Sales Operations] at Veritas Software Technologies India (P) Ltd.Head - India Sales Operations [Sr. Manager, Sales Operations] at Veritas Software Technologies India (P) Ltd.