Judy Ong Li Fong

• Drove revenue growth through successful market expansion strategies, identifying untapped markets and capitalizing on emerging trends.
• Created an agile working environment, enabling rapid response to changing business needs without sacrificing quality or performance standards.
• Developed organizational capabilities through leadership development programs designed for current leaders as well as high-potential individuals identified within the workforce.
• Developed strong relationships with key industry partners, fostering collaboration and mutual growth opportunities.
• Directed design and execution of business transformation initiatives to drive performance, profit optimization and growth opportunities.
• Championed continuous improvement initiatives to drive operational excellence within the organization.
• Drove strategic improvements to enhance operational and organizational efficiencies.
• Grew talent pool by actively recruiting top-tier candidates from diverse backgrounds while implementing robust training programs for skill development across all levels of staff members.
• Managed risk effectively by identifying potential threats, developing contingency plans, and implementing mitigation strategies in line with overall business objectives.
• Boosted company reputation, consistently delivering high-quality products that exceeded customer expectations.
• Established data-driven decision-making processes and implemented best practices in analytics to optimize performance across the organization.
• Enhanced internal communication channels, resulting in improved information flow and decision-making processes.
• Cultivated a culture of innovation by promoting creative thinking and encouraging employees to take calculated risks in pursuit of solutions.
• Performed continuous evaluations of business facility, teams and policies to keep operations efficient and consistent.
• Led projects to boost sales productivity using change methodologies to increase sales revenue by 20% and sales productivity by 25%.
• Executed business plans and developed digital marketing tools to facilitate project initiatives, trainings, and administrative activities.
• Achieved departmental goals by developing and implementing strategic plans and initiatives.
• Set strategic plans and revenue goals to strengthen operations and drive growth.
• Set and administered sales & marketing yearly budget with no overages.
• Met with department supervisors and provided staff support during stays at the resort to attain organizational goals by incorporating revenue stream products to room packages.
• Prioritized and allocated valuable resources to meet business targets.
• Increased employee satisfaction, providing regular coaching and feedback sessions. Upselling trainings are conducted to front line staff on a quatrterly basis.
• Led cross-functional teams to successfully launch new products, meeting deadlines and budgets.
• Coach the sales & marketing team to ensure good account management and meeting monthly sales goals.
• Motivates the sales network effectively through performance-based recognition, and counsel productively to reverse deficiencies.
• Keep abreast of current STR competitor’s products, pricing and sales programs and deploy resources to efficiently optimize RevPar and achieve/maintain the leading market position.
• Develop and implement and keep current the various segment of the marketing communications plan relating to sales.
• Ensures compliance with company’s corporate brand standards and integrity of database.
• Familiar and with use the sales and marketing software solutions i.e. Salesforce, Duetto in managing the sales accounts and optimize all revenue opportunities.
• Maintain positive communications with Regional Sales Offices, National Sales Offices, other resorts under the Banyan Tree Group.
• Maintains active participation in the implementation of the CSR initiatives on environment through the reduction of in the consumption of consumables.
• Lead the Marcoms team in collaboration in the global PR network to ensure market visibility in both offline and online channels.
• Implementation of brand wide campaigns with the support of Corporate brand team based in the same office.

• Negotiated, prepared, and signed contracts with clients.
• Identified and pursued valuable business opportunities to generate new company revenue and improve bottom line profit.
• Mentored team members to develop their skills, leading to increased productivity and successful promotions within the company.
• Analyzed market trends and competitor data, informing strategic decision-making processes for business growth opportunities.
• Presented persuasive presentations at industry conferences showcasing company expertise, generating interest from potential new clients.
• Increased client base by developing and implementing effective business development strategies.
• Generated significant revenue growth with the implementation of innovative marketing campaigns.
• Streamlined internal processes for improved efficiency, resulting in accelerated project completion rates.
• Spearheaded client retention efforts by providing exceptional service and fostering long-term professional relationships built on trust and mutual respect.
• Leveraged industry trends and competitive analysis to improve customer relationship building.
• Secured new partnerships by identifying and pursuing potential collaborators within various luxury market segments including consortia partners such as Amex Fine Hotels & Resorts, Virtuoso, Signature Travel Network, Travel Leaders Group.
• Secured new partnerships by identifying and pursuing potential collaborators within various industries.
• Expanded product offerings to reach a more diverse customer base, boosting overall sales figures.
• Incorporated product changes into marketing messages to drive customer engagement and maximize profits. Launch new family packages after refurbishment of Shangri-la Hotel Singapore Tower wing - Kids Club Buds, Family Themed Suites and rooms.
• Established and maintained highly effective relationships with clients and industry partners to drive growth.
• Achieved established KPI for company, regional team and individual performance through teamwork and focus on customers.

• Negotiated contracts with clients, ensuring mutually beneficial terms were agreed upon.
• Optimized the sales pipeline by identifying bottlenecks within processes and implementing improvements accordingly.
• Evaluated employee performance regularly and set individualized goals aimed at improvement while recognizing achievements.
• Implemented successful lead generation campaigns that resulted in increased prospect inquiries and conversions.
• Increased sales revenue by implementing effective marketing strategies and fostering strong client relationships.
• Organized and attended trade shows, conferences, and networking events to expand company visibility within the industry.
• Oversaw key account management, building lasting relationships with clients to secure repeat business.
• Achieved consistent growth in annual sales figures through strategic planning and execution of initiatives.
• Managed team of sales representatives, providing guidance, coaching and support.
• Established pricing strategies to maintain competitive pricing and maximize profits.

• Met with clients, delivering presentations, and educating on product and service features and offerings.
• Maintained relationships with customers and found new ones by identifying needs and offering appropriate services.
• Increased sales revenue by developing and implementing effective sales strategies.
• Built long-lasting client relationships through excellent customer service and consistent followups.
• Managed key accounts with strategic planning and relationship building, resulting in increased customer loyalty and repeat business.
• Closed lucrative sales deals using strong negotiation and persuasion skills.
• Consistently met or exceeded quarterly sales targets through diligent effort and persistence in closing deals.

Conduct sales call and attend trade shows (Corporate, MICE & leisure business):

Account management of local DMCs to solicit for leisure business from Middle East, Japan, China, India, Russia, Germany, Indonesia and Hong Kong

° Regular servicing of travel agent and corporate accounts through sales call and

Fam trips

° Work with implementation team to prepare proposals and quotations to clients

° Create additional business opportunities with further penetration of closed accounts.