Jonathan Wong
Key Account Manager
Summary
Experienced Sales Manager with demonstrated success in business development, key account management and distributor management across different industries including FMCG and sporting goods. Self-motivated, entrepreneurial and driven with a proven track record of exceeding sales targets, pre and post-Covid. Highly adaptable from time spent overseas in Europe and USA as an undergraduate, and as a full time National Serviceman for the Singapore army.
Overview
18
18
years of professional experience
2
2
Languages
Work History
Key Account Manager
Asia Pulp & Paper (APP), Sinar Mas
08.2023 - Current
- Company Overview: Founded in 1972, APP is one of the world's leading producers of tissue, paper, and packaging and is present in over 150 countries under the PASEO, Livi and nice brands
- Part of the newly formed Sales team responsible for the Retail channel including Modern Trade, General Trade and Ecommerce
- Successful execution of RTM for new customers including Sheng Siong, Shopee, Lazada, ABC and Valu$, ) through the appointment of distributors and E-commerce enablers following the exit of PASEO from Singapore in 2015 due to the haze
- Achieved double digit YOY growth for assigned channels through successful negotiations at both HQ and stores for increased distribution and new listings
- Performed pricing analysis based on annual budget, estimated volumes and P&L projections
- Managed trade spend based on annual budget and key activities
Key Account Manager
Nestle Singapore Pte Ltd
07.2022 - 07.2023
- Company overview: Nestle is the world's largest food and beverage company and owner of Nescafe, Purina and Smarties
- Channel management – Key Account for the largest supermarket chain FairPrice for brands including Maggi, Kit Kat, MILO, Koko Krunch and Honey Stars
- Category development – for Noodles, Confectionery, Cereals, Frozen/ Plant-based
- Achieved YOY growth for both input and throughput sales despite higher baseline during Covid period (2021-2022) through effective promotional activities (ATL/ BTL), NPD listings, space buy
- Integrated Commercial Planning – development of full year plans with Brand/ Marketing teams for presentation to senior management
- Trade spend – ensure ROI of monthly trade activities including promotions/ merchandising
- Stakeholder management – both internally and externally including Category Managers, Supply Chain, Logistics, Brand, Trade Marketing, Finance, Demand Planning and Field Sales
- Organising committee – for the 2022 Annual Sales Convention attended by over 100 staff including management based overseas
- Nestle is the world's largest food and beverage company with over 2,000 brands marketed globally
Regional Business Development Manager, Food Service
Symrise Asia Pacific Pte Ltd
01.2022 - 03.2022
- Company Overview: Listed in the German Stock Exchange in 2006, Symrise develops, produces and sells flavoring, food ingredients, raw materials, and customized food solutions used for food manufacturing and services
- Sales lead in the post COVID-19 newly setup Food Service team for Flavors in the Sweet, Savoury and Culinary categories for the HORECA channel covering Singapore and Malaysia
- Responsible for both Revenue and Margin targets for the existing and new key accounts
- Establish partnerships with relevant external parties (e.g
- Beverage dispensing and distributors) in new channels (e.g
- QSR, convenience stores) for joint collaboration to develop customized solutions for individual customers
- Work with the BU APAC Director and Country Heads to define route to market for each channel
- Build and manage individual project pipeline by efficient allocation of resources from departments including Technical, Regulatory, Supply Chain and Customer Service
- Listed in the German Stock Exchange in 2006, Symrise develops, produces and sells flavoring, food ingredients, raw materials, and customized food solutions used for food manufacturing and services
Assistant Sales Manager
Lee Kum Kee (Singapore) Pte Ltd
05.2018 - 12.2021
- Company Overview: Started in 1888, Lee Kum Kee provides 200 sauces/ condiments to 100 countries in 5 continents
- Pioneer member of the newly formed local team taking over the distributorship from Auric Pacific
- Key member of the 2-person Sales team with 40% sales contribution for the Retail channel
- Hybrid role including Key Account for Modern Trade, Channel Manager for E-commerce/ General Trade, and Merchandising Supervisor for General Trade
- Achieved sustained YOY double-digit growth in sales through: NPD, new channels, Advertised Offers, space buys, trade deals, GWP, plus sell, store sampling and demo
- Led new account opening for discounters and online channels with 20% sales contribution
- Opened new convenience channel to clear slow moving and de-listed items
- Led change of distributor from DKSH in 2020Q3 to a hybrid (distributor/direct sales) model including creation of account, proposal of payment terms and credit limit, 3PL setup, sales call cycle leading to 20% incremental sales
- Led newly formed team of 6 in annual community service projects with Willing Hearts and Habitat for Humanity, The Food Bank Singapore
- Started in 1888, Lee Kum Kee provides 200 sauces/ condiments to 100 countries in 5 continents
Key Account Executive
F&N Foods Pte Ltd
11.2017 - 04.2018
- Company Overview: Established in 1883, F&N is a leading player for food and beverages in Singapore and Malaysia, and owner of brands like 100PLUS, Seasons, Ice Mountain, FARMHOUSE, Fruit Tree and Nutrisoy
- Key Account for Modern Trade, Convenience Stores and Petrol Marts for groceries including food, drinks, dairy, and milk for both chilled and ambient categories.
General Trade, Sales Representative
Etika Pte Ltd
03.2017 - 11.2017
- Company Overview: Incorporated in 2016, EPL is the exclusive bottler and distributor of PepsiCo in Singapore. Wholly owned by Asahi Japan, EPL's portfolio also includes Asahi brands Calpis and Wonda coffee
- Key member of the direct sales team taking over the distribution of Pepsi brands from Yeo Hiap Seng, prior to a change in RTM strategy and the appointment of Pokka as a distributor in 2018
- Achieved S$1m new sales in 6 months, more than 20% of the company's revenue
- Responsible for Etika brand Dairy Champ, principle brand Wonda and distributor brands Pepsi, 7Up, Mountain Dew, Mug root beer and Lipton iced tea
- Led new customer acquisition of local exporters of Pepsi brands to Papua New Guinea and the Pacific islands averaging $200,000 sales monthly
Account Manager
Acushnet Company
06.2012 - 12.2016
- Company Overview: Listed on the NYSE (GOLF) in 2016, the Acushnet Company is a global market leader that manufactures and produces golf equipment under the Titleist and FootJoy brands with an annual turnover of more than USD1.5 billion
- Individual contributor role responsible for total brand sales in Singapore for the below channels:
- Wholesale – increased sales to specialty sporting goods stores through sales incentives/ NPD
- Retail – increased sell out to end users through sampling, events for loyalty program members, product training for retail staff and merchandising
- New channels – direct sales to department stores including Isetan and Takashimaya
- Corporate partnerships – with other complementary companies like luxury cars and banks to personalize gifts for their ultra-high net worth clients
- Listed on the NYSE (GOLF) in 2016, the Acushnet Company is a global market leader that manufactures and produces golf equipment under the Titleist and FootJoy brands with an annual turnover of more than USD1.5 billion
Regional Sales Manager (SG, MY, VN)
Brandtology
03.2010 - 05.2012
- Company Overview: Acquired by Australia’s leading local monitoring company Media Monitors (MM) in 2011, Brandtology is a business intelligence platform providing actionable insight into brands' consumers by analyzing their online conversations
- Key member of the pioneer sales team before the acquisition for an 8-figure sum by MM and later ASX-listed iSentia Group Ltd
- Conducted presentations to C-level executives and social media training for management
- New customer acquisitions across multiple industries including FMCG, sporting goods, financial institutions, energy and oil & gas through a subscription model
- Business development through partnerships with creative agencies like Ogilvy, Hill & Knowlton and Edelman to provide complementary services like online activation and campaign measurement on a retainer basis
- Worked with R&D to develop customized dashboards for clients using keyword searches
- Acquired by Australia’s leading local monitoring company Media Monitors (MM) in 2011, Brandtology is a business intelligence platform providing actionable insight into brands' consumers by analyzing their online conversations
Food Host
Cedar Point Amusement Park
05.2007 - 07.2007
- Completed a three-month overseas work program in Ohio, USA
Education
Bachelor of Business Management - Marketing
Singapore Management University
Singapore 04.2001 -
BBA - International Marketing
Bocconi University
Milan, Italy 04.2001 -
Skills
Go-to-market strategy
Timeline
Key Account Manager
Asia Pulp & Paper (APP), Sinar Mas
08.2023 - Current
Key Account Manager
Nestle Singapore Pte Ltd
07.2022 - 07.2023
Regional Business Development Manager, Food Service
Symrise Asia Pacific Pte Ltd
01.2022 - 03.2022
Assistant Sales Manager
Lee Kum Kee (Singapore) Pte Ltd
05.2018 - 12.2021
Key Account Executive
F&N Foods Pte Ltd
11.2017 - 04.2018
General Trade, Sales Representative
Etika Pte Ltd
03.2017 - 11.2017
Account Manager
Acushnet Company
06.2012 - 12.2016
Regional Sales Manager (SG, MY, VN)
Brandtology
03.2010 - 05.2012
Food Host
Cedar Point Amusement Park
05.2007 - 07.2007
Bachelor of Business Management - Marketing
Singapore Management University
04.2001 -
BBA - International Marketing
Bocconi University
04.2001 -
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