Summary
Results-driven Customer & Trade Marketing professional with 10+ years of experience in the alcoholic beverage industry, specializing in category growth, consumer insights, and trade activation. Proven ability to drive brand visibility, shopper engagement, and commercial success across modern trade, e-commerce, and traditional retail channels. Passionate about translating shopper behavior insights into commercial strategies that accelerate growth.
Overview
12
12
years of professional experience
Work History
Key Account Manager
Asia Pacific Breweries Singapore
10.2023 - Current
- Led strategic partnership with key customer and ensuring optimal brand visibility and driving sales growth.
- Developed and executed a long-term customer strategy, aligning with channel objectives to achieve revenue and profit targets.
- Achieved 100% KPI success for 2024 Chinese New Year campaign, exceeding targets in sales volume, revenue, and profitability.
- Collaborated cross-functionally with Revenue Growth, Marketing, and Trade Marketing to enhance brand positioning and shopper engagement.
Trade Marketing Manager
Samsung Electronics
07.2022 - 09.2023
- Executed product launches and in-store activations, enhancing brand visibility and increasing sell-out rates.
- Designed localized planograms and branding strategies, improving display share across key retail partners.
- Managed trade marketing budgets, ensuring ROI-driven execution of marketing investments.
Senior Trade Marketing Manager
Asia Pacific Breweries Singapore
03.2021 - 06.2022
- Led Off-Trade Channel Strategy, achieving 5% growth in modern trade and 20% growth in traditional trade.
- Redefined segmentation and channel strategies, leveraging consumer insights and category trends to optimize execution.
- Spearheaded the launch of NPI, surpassing distribution targets and delivering disruptive in-store visibility and activations.
- Strengthened PICOS (Picture of Success) execution, ensuring premiumization and profitability improvements through Revenue Growth Management.
Trade Marketing Manager
Asia Pacific Breweries Singapore
04.2019 - 02.2021
- Drove category leadership by aligning trade marketing initiatives with brand campaigns, delivering both brand equity growth and commercial results.
- Executed two-year joint business planning with key CVS partner, resulting in a 20% business growth.
- Launched NPI, expanding share-of-shelf without diluting core brand presence in-store.
- Led Chinese New Year 2020 & 2021 activations, exceeding volume and value targets.
Assistant Manager, Trade Marketing
Asia Pacific Breweries Singapore
10.2015 - 03.2019
- Managed Supermarket, E-commerce, General Trade, and Convenience channels, implementing trade census to optimize execution and visibility.
- Expanded e-retail market share by 30% through enhanced category signposting and strategic placement.
- Introduced a new channel segmentation model, integrating customer, shopper, and category insights.
Assistant Brand Manager (Guinness Portfolio)
Asia Pacific Breweries Singapore
03.2013 - 09.2015
- Led brand marketing and trade execution for Guinness and Stout Portfolio, ensuring equity and commercial KPIS were met.
- Successfully launched "Pour Your Own Pint" innovation project, increasing distribution by 15% and volume growth by 20%.
- Awarded Diageo Sellout Stars (2015) for Bright Insights to Action, recognizing innovative marketing excellence.
Education
Bachelor of Commerce - Marketing
12-2011
Skills
- Customer & Trade Marketing Strategy
- Shopper & Consumer Insights
- Category Growth
- Brand Activation & In-store Execution
- Revenue Growth Management
- Stakeholder Collaboration
Timeline
Key Account Manager - Asia Pacific Breweries Singapore
10.2023 - Current
Trade Marketing Manager - Samsung Electronics
07.2022 - 09.2023
Senior Trade Marketing Manager - Asia Pacific Breweries Singapore
03.2021 - 06.2022
Trade Marketing Manager - Asia Pacific Breweries Singapore
04.2019 - 02.2021
Assistant Manager, Trade Marketing - Asia Pacific Breweries Singapore
10.2015 - 03.2019
Assistant Brand Manager (Guinness Portfolio) - Asia Pacific Breweries Singapore
03.2013 - 09.2015
Murdoch University - Bachelor of Commerce, Marketing
Similar Profiles
Giorgy Ang MLGiorgy Ang ML
APAC Procurement Head at Ascensia Diabetes Care Singapore Private LimitedAPAC Procurement Head at Ascensia Diabetes Care Singapore Private Limited
Chan Kit LeongChan Kit Leong
Packaging Support Engineering Manager at Asia Pacific BreweriesPackaging Support Engineering Manager at Asia Pacific Breweries
Win Thiri MonWin Thiri Mon
Engineering Specialist at Asia Pacific Brewery SingaporeEngineering Specialist at Asia Pacific Brewery Singapore