Joyce Choon Lan Yap

• Founded & CEO of the Good Times Café @ Iskandar Puteri
• Spearheaded business directions, products development, marketing initiatives that effectively communicated brand value propositions, resulting in higher customer acquisition rates
• Oversaw financial management activities such as budgeting, forecasting, and cash flow monitoring for improved financial stability.
• Achieved long-term sustainability for the organization through responsible decision-making processes grounded in ethics.
• Monitored key business risks and established risk management procedures.
• Maintained P&L and shouldered corporate fiscal responsibility.
• Identified business development challenges and customer concerns for proactive resolution.
• Coached and guided senior managers to improve employee job satisfaction and achieve higher performance level.

Achievements and Milestone

• After 2 years, expanded business to next door building that offer 90 seats capacity to meet market demands.
• In 2023, achieved a turnover of more than MYR2 million per annum
• Acquired the business building in Jan 2024.

• Established a successful organic food trading business by identifying market needs and consumers habits.
• Developed strong partnerships with key industry players, contributing to an increased market presence.
• Drove revenue growth by launching new products and services that met customer demands.
• Negotiated favorable contracts with suppliers, reducing costs while maintaining product quality.
• Developed strong partnerships with other businesses to allow for collaboration and more significant opportunities for growth.
• Negotiated terms of business acquisitions to increase business base and solidify market presence.
• Monitored key business risks and established risk management procedures.

Achievements

• Registered two trademarks for house brands and distributed products to retail chains
• Generated MYR2 million turnover at it's peak, a profitable company since incorporation.

Reason of shutdown:

Shutdown due to the impact of Covid-19 and travel restrictions.

• Set up a new business unit for a Multi-level Marketing Company
• Managed channel sales and corporate sales
• Streamlined operations by implementing efficient processes and systems, leading to increased productivity and cost savings.
• Enhanced company reputation by establishing strong relationships with clients, partners, and stakeholders.

• Direct report to Managing Director and assist on marketing initiatives to increase brand awareness and drive sales growth for categories of health supplements, food and beverages, home appliances, organic food, home water system divisions.
• Managed financial aspects of the business, including budgeting, forecasting, and cost control for optimal profitability
• Identified and qualified customer needs and negotiated and closed profitable projects with high success rate.
• Implemented business strategies and effectively targeting new markets by refining company's products offering to increase revenue.
• Supervised creation of exciting merchandise displays to catch attention of store customers.
• Reduced budgetary expenditures by effectively negotiating contracts for more advantageous terms.
• Oversaw inventory by ordering precise quantities of stock and executing corrective actions to drive profitability.
• Established strong relationships with local vendors to secure high-quality products at competitive prices for our customers enjoyment.
• Negotiated contracts with vendors to acquire competitive prices and quality products.
• Attending international trade-fair intensively to source, to buy and to re-branding the products to house brand.
• Managed purchasing, sales, marketing and maintained detailed records of all transactions, ensuring accuracy in accounting reports required for tax purposes or audits.
• Collaborated with other department managers and overseas country managers on cross-functional projects, fostering a cooperative atmosphere that drove overall organizational success.
• Assisted in the recruitment, hiring, and onboarding process and trained initial personnel (for internal office and for outlets)
• Managed budget implementations, employee reviews, training, schedules, and contract negotiations.
• Observed each employee's individual strengths and initiated mentoring program to improve areas of weakness.

Achievement

• Successfully launched 32 organics food chains store for Cosway company, under the brand of "Country Farm Organics" within a year in Malaysia, Singapore and 6 stores in Hong Kong.
• Launched more than 150 SKUs in organic range for local market and overseas branches including Australia, New Zealand, Japan, Korea and USA. This organic category contributed RM25 millions annually to Cosway Malaysia revenue alone.
• Successfully launched infant formula to China market in October 2012, in collaboration with New Zealand's largest dairy producer, Fonterra and recorded sales of HKD4.18 million in the first month.
• Successfully launched a water system "Hexagon AA " (world-first antioxidant water innovation from Korea)in December 2012. This device is able to convert tap water into Alkaline water, Acidic water and Hydrogen water.
• Successfully launched world first transparent home water system with 8 stages filtration in year 2010. This innovative water system has contributed more than 25 millions turn over for Cosway Malaysia (which was 5-fold increase in sales compared to year 2008). More than 10 million of households worldwide has benefited from this drinking water system; in the countries where the company was present.
• Successfully set up a completely new SOP for Cosway stores visual merchandising and leading a team of graphic designer and merchandisers.

• Set up and established a new Marketing Department for a pharmaceutical company
• Analyzed market trends to identify new opportunities, adjusting marketing plans accordingly for maximum effectiveness.
• Improved customer loyalty by implementing effective email marketing campaigns and personalized offers.
• Organized marketing activities and managed corporate image and PR.
• Optimized website content for improved search engine rankings and increased web traffic.
• Collaborated with cross-functional teams to ensure consistent branding across all company touchpoints and communications channels.
• Developed creative briefs for internal designers, ensuring alignment with overall marketing objectives and brand guidelines.
• Organized successful trade show exhibits, showcasing products or services effectively to potential customers or partners.
• Streamlined processes within the marketing department for more efficient project management and resource allocation.
• Conducted thorough competitor analysis to stay ahead of industry trends and maintain a competitive edge in the market space.
• Managed budgets, allocating funds strategically towards high-impact initiatives that supported overall business goals.
• Spearheaded product launches, collaborating with product development teams to create comprehensive go-to-market strategies that drive sales growth.
• Delivered compelling presentations to stakeholders, demonstrating the value of proposed marketing initiatives in driving business results.
• Mentored junior team members, providing guidance and support to foster professional growth and skill development within the marketing department.
• Created company brand messaging, collateral materials, customer events, promotional strategies, and product commercialization.
• Developed and implemented marketing strategies to use for launches, rebranding campaigns and promotions.
• Used data analytics to track lead generation campaigns and improve quality.
• Managed marketing budget and associated P&L to develop and execute marketing strategies, budgets and sales plans for business segments.
• Identified and evaluated new technologies and add-on applications to improve and optimize marketing team efforts.
• Created and managed social media campaigns to increase brand engagement.
• Oversaw preparation of marketing copy, images, videos, emails, and other collateral.
• Generated sponsorships with related and partnering entities to enhance marketing objectives.

• Developed health supplements, lingerie, skin care and personal care category of consumer products
• Conduct product training and workshops
• Assisted in inventory procurement and forecasting
• Organized events such as roadshow and provided marketing support to business partners
• Increased brand awareness by developing and implementing strategic marketing campaigns Including incentive trip and bonus scheme.

• Coordinated sales and purchases
• Handled customer service and logistic schedule
• Managed simple accounts Including invoicing and data key in
• Reduced order processing time by streamlining purchasing processes and documentation.
• Achieved cost savings by negotiating contracts and pricing with suppliers.