Jenny Heng

Achievements

Sales & Account Management:

• Secure vendor accounts for inflight catalog and e-commerce listings across various airlines, significantly expanding product offerings.
• Negotiated favorable rates for listing and advertising fees, exceeding targets by respective airlines program.
• Achieved a consistent product margin of 60% to ensure target profitability for each program launch.
• Sales Growth: There is still gap to achieve vs previous YoY sales target (FY24 +20%) yet to seen with strong sales uplift due to changes in buying behavior. Continue to drive sales through targeted promotional campaigns, crew incentives.

Forecasting & Inventory Management:

• Implemented new product forecasting guidelines, improving accuracy and streamlining processes.
• Developed targeted purchase order for each program launch, ensuring efficient inventory management.
• Collaborated with vendors and stations to reduce slow-moving and obsolete (SLOB) inventory through promotions & returns, resulted Inventory actual @USD6.3M (target USD6.5M) reduction of USD2M SOH

Ensured timely launch

• For inflight catalogs and e-commerce sales, coordinating with multiple stakeholders, including vendors, agency, and internal teams, to meet critical deadlines and ensure seamless customer experience.

Primary Accountabilities

Vendor Management & Partnerships:

• Cultivated strong partnerships with outsourced providers, identify suitable vendors & products that are competitive for airlines inflight program launch.
• Managed vendor relationships comprehensively, encompassing onboarding, negotiation, sales, margins and MSA agreements.
• Facilitated vendor engagement, coordinating proposal submissions, merchandise planning, listing confirmation, and integration with back-office systems.

Product Management & Merchandising:

• Proposed and sourced new merchandise for assigned categories- Beauty, Liquor, Gadgets etc.
• Analyzed sales data to identify opportunities for optimizing product range, strategically planning and executing marketing campaigns to enhance onboard and online sales.
• Managed stock levels effectively, monitoring SKU productivity and ensuring stock availability for program launches by coordinating with the purchasing team.

Catalogue Management & Operations:

• Managed catalogue production, ensuring timely delivery and high-quality standards.
• Managed website content, updating product information and creating engaging banners.

Communication & Collaboration:

• Delivered product presentations to external stakeholders.
• Developed crew incentive schemes to boost sales and customer satisfaction.

Achievements

• Establishing Pricing Guidelines: Balancing margin, growth, brand equity, and competition positioning is crucial for success in the APAC region. Achieving a 67.5% wholesale margin to meet budget targets is a notable accomplishment.
• Sales Growth: Achieving sales growth three times faster than respective categories, particularly in skincare and the ‘Top 10 Most Loved products’ in the category. Effective price positioning, event planning, and maintaining healthy stock levels are key factors contributing to this success.
• Forecasting Accuracy: Implementation forecasting guidelines and rolled out to markets with forecasting team, APAC increased forecast accuracy from 40% to highest 78% in 2017, being the highest result globally.
• Inventory Management: Collaborating with the supply planners to reduce Slow-Moving and Obsolete (SLOB) inventory from over 20% in 2020 to less than 5% in 2022.

Primary Accountabilities

• Partner with the APAC Franchise Account Team to develop strategies for profitable & sustainable business growth in the markets
• Undertake forward sales and event planning, working closely with markets and Franchise Account Team, International Brand, Retail VM Team, parallel with gathering, sharing and incorporating learning from launches and events.
• Determine and agree optimum promotional pricing and levers with final sign off of wholesale pricing and wholesale margin generated by category.
• Work closely with Franchise Account Directors/Managers to drive ongoing market sales and wholesale margin performance analytics to determine best practice for optimizing local space, assortment, pricing and promotions, whilst approving event selection and timing recommendations in order to support the longer-term market strategy.
• Involves in S&OP to highlight if there are any sales gaps due to delay of event launch, product delay and cost increase that will impact the margins
• Work closely with International Brand and Commercial, understanding franchise market needs trends that are not met, delivering responsive actions to tactical trading and competitor/consumer behavior.

Achievements

• Business analysis: to derive category sales and margin budgets. Ensure new products were sold into markets in a timely manner and good recommendations were provided in the analysis for pricing and order volumes for markets.
• Pricing: Lead cross-category wholesale price increase & involved in recommended retail price (RRP) pricing analysis. Develop & execute sell-in & pricing positioning aligning with international strategies
• S&OP: Refine forecast volume & wholesales value is in line with financial budget/trends.

Primary Accountabilities

• Tracking and analyzing product performance for new product launches
• Identifying commercial opportunities through analysis of franchise market inventory & to highlight inventory risks to the business
• Developing stock write-off plans with the Commercial Managers for APACFR discontinued stock
• Forecasts (event, NPD, seasonal/ one-time) at a Zonal aggregate for each category and Market(s) level and input to global forecast.
• Provide monthly category KPI reporting to Commercial Managers including analytical highlights
• Assist Commercial Manager in achieving sales & margin targets and optimal assortment in markets.
• Monitor competitor brand positioning and pricing to work with Commercial managers in ensuring that the pricing strategy is appropriate.

Achievements

• Manage phase in/out ranges efficiently to reduce loss of sales and provide updated forecast for franchisee based on retail sales trending.
• In charge of the new inventory management process to improve stock efficiency in markets
• Projected Open to buy and Wholesales budget for key categories – Bath and Body, Haircare products range.

Primary Accountabilities

• Provide quality analytics and process-support to the Zone Franchise Commercial for:
• Forecasts (event, NPD, seasonal/ one-time) at a Zonal aggregate for each category and Market(s) level and input to global forecast
• Tracking and analyzing Product performance for New Product launches
• Developing stock write-off plans with input from the Commercial Managers for APACFR discontinued stock
• Identifying commercial opportunities through analysis of franchise market inventory & to highlight inventory risks to the business.
• Provide analysis on markets inventory status in order to identify wholesales gaps and better forecast buying.
• Provide monthly category KPI reporting to Commercial Managers including analytical highlights
• Assist in preparation of annual budgets with Commercial team, tracking and managing wholesale forecasts

Achievements

• Ensure accuracy in markets order fulfillment.
• Build good rapport with key markets, Japan, Australia & Korea.
• Ensure stock allocation on time to meet markets window launch.
• Provide solutions to the markets if new product availability late for window launch.

Primary Responsibilities

• Provide sales support.
• New product offers and allocations to markets.
• Liaise with planners to ensure prompt delivery to markets.
• Work with markets on promotion/value offer to ensure stock fulfillment
• Handles all complains and queries, escalate to various departments and reply to markets promptly