Kenneth Yeo
Singapore
Summary
Dedicated professional with a proven track record of meeting company goals in the Hospitality, Pharmaceutical and FMCG sectors. Skilled in working under pressure and adapting to new situations to enhance organizational brand and efficiency. Strong leader and problem-solver with a focus on streamlining operations to decrease costs and drive growth. Experienced commercial strategist, consumer behavior expert, business planning & development, and team management. Performance-oriented Sales Leader offering exceptional record of achievement over 25-year career. Tenacious manager with strategic and analytical approach to solving problems, bringing in customers and accomplishing profit targets. Talented in identifying and capitalizing on emerging market trends and revenue opportunities. Expert in increasing productivity and customer satisfaction while driving revenue and sales. Committed to streamlining procedures while optimizing employee talent.
Overview
25
25
years of professional experience
10
10
Years off pharmaceutical experience
15
15
Of FMCG experience
Work History
Regional Director APAC
Royal Caribbean Limited
05.2021 - 04.2023
- Lead 4 corporate divisions: Corporate, Retail, Regional Trade and Sales Support in 26 countries
- Spearheaded post pandemic return to business
- Built solid relationships with hospitality trade and industry stakeholders though network and business growth
- Company spokesperson for its values in relationship with major customers, suppliers, commercial and investment groups, professional bodies and authorities and established bodies of employee representation
- Quickly learnt regional business climate, crafted and championed comprehensive 3 year strategic business plan
- Accomplished business strategies, increasing revenue and effectively targeting new markets post pandemic by having clear understanding for regional tourism climate
- Designed effective route-to-market pathway for market growth and revenue actualization from in depth market study
- Spearheaded corporate key directives and business plans to meet financial and growth objectives
- Drive collaboration & action within a matrix reporting organization to deliver the APAC business plan
- Shore side F&B, Hotel, Attraction and Facilities, along with corporate HQ functions in Miami
- Reviewed reports to identify potential cost saving opportunities and significant departures from budget and other financial pitfalls
- Recruited, hired, and trained personnel, to establish key internal functions and outline scope of positions for organization
- Observed each employee's individual strengths and initiated mentor program to improve developmental areas
- Re-modeled & coached sales team paradigm from Transactional to Transformational sales approach
- Redesigned Trade Partner selection, management and development protocol.
Regional Director NA
DMV-FONTERRA-EXCIPIENTS, DFE Pharma
07.2018 - 09.2020
- Crafted and designed market growth strategies growth markets
- Accelerated revenue growth by M&A and effectively engaging new market segments & clients
- Drive collaboration within matrix reporting organization to deliver NA strategic business plan
- Reorganized regional route-to-market model to fully maximize coverage and drive business development
- Successfully navigated sensitivity and increased regional prices and margins by 15% within 6 months
- Spearheaded drive into Bio-pharmaceutical business development via direct , channel partners and 3PL
- Streamlined, forward planned and protected supply chain during logistical crunch, increasing operational effectiveness and efficiency
- Expanded market share in North America by 2x
- Accelerated sales, service and business pipeline and people development
- Build culture towards high productivity and excelling in performance metrics
- Implemented Channel Partner selection, management and development program
- Fully responsible for P&L and Marketing budgets
- Recruited, hired, and trained initial personnel, working to establish key internal functions and outline scope of positions for new organization
- Designed board approved comprehensive 5 year business plan for North America.
General Manager APAC
DMV-FONTERRA-EXCIPIENTS, DFE Pharma
06.2014 - 07.2018
- Refined and steered DFE APAC route to market for market growth and margin actualization
- Drove year-over-year business growth while leading operations, strategic vision, and long-range planning
- Leading team of dedicated Regional Sales Managers, Technical Managers and Ops Team
- Won 2014 Best Team for outstanding business achievements
- Explored and seeded new business in emerging regions in APAC
- Spearheaded drive into Bio-pharma business development via direct market entry and channel partners
- Streamlined and protected supply chain during logistical crunch, increasing operational effectiveness and efficiency
- Successfully grew market share to 72% in 2018 from 35% in 2010
- Achieved EBIT targets of Euro 31mil in 2018
- Fully responsible for op-co P&L and Marketing budgets
- Regional distributor selection, management and development
- Hiring, training, and evaluating managers and supervisors in region
- Developing team capabilities for future and leadership for succession planning
- Built lasting connections and nurtured life long relationships.
Global Account Manager GSK
DFE Pharma
06.2014 - 07.2018
- Drove 5 year strategy for GSK's key growth markets
- Restructured regional distribution model to fully maximized coverage and accelerate business growth
- Renegotiated and grew GSK multi-year contract by 7.2% YOY
- Grew market share in Indonesia Korea and Thailand from average of 40% to over 70% (global highest share)
- Strategically increased DFE regional prices and margins by 40% within 12months
- Presented performance reports to GSK showing success and partnership development.
Area Sales Manager
DMV-FONTERRA-EXCIPIENTS, DFE Pharma
09.2010 - 06.2014
- Drove success in 30% growth from Volume and EBIT
- Spearheaded S.E.A, Korea, Sri Lanka, New Zealand, Australia, Pakistan, Bangladesh & Taiwan
- Monitored customer buying trends, market conditions, and competitor actions to adjust strategies and achieve sales goals
- Develop and execute strategies for each specific region and territory
- Successful search, selection, appointment and direction of individual country distributor(s)
- Resolved problems with high-profile customers to maintain relationships and increase return customer base
- Collaborated with clients and distributors to create and promote new products
- Formulated tactics and strategies to target new potential customers within prioritized markets
- Refined indirect sales team at regional distributors to grow business portfolio in region
- Successful growth of product demand through customizing strategies for regions, cultural and business and regulatory hurdles
- Actively providing effective market information and uncovering business opportunities for distribution partners
- Ensuring that business development and marketing activities comply to DFE initiatives.
Channel Development Manager
KRAFT FOODS SINGAPORE (MONDELEZ)
05.2009 - 09.2010
- Rebuilt General Trade to positive cash flow from SGD (-4mil)
- Execute strategies for General Trade and On Premise
- Spearheading sales team and managing local distributor to grow Modern Trade, On-premise and General Trade in Singapore
- Selection, appointment and direction of General Trade and On-Premise distributor(s)
- Driving consumer demand by understanding buying habits and patterns
- Lead sales efficiency projects to enhance effectiveness of operations
- Effective spend on Trade Investment for General Trade and On Premise
- Revised business paradigm from transactional sales to transformational sales
- Leverage on global brand and its marketing to drive growth
- Redesigned General Trade meet new demands for efficiency
- Drive acceptance and distribution of Kraft & Cadbury brands in competitive environment
- Appointed new distributor for General Trade, replacing direct team
- Increased overall business development efficacy and brand equity
- General Trade distribution grew by 20% and sales 40% accordingly, On-premise grew volume by 2X in 6 months with 43% increase in sales.
Regional Sales Manager
FIJI WATER COMPANY
03.2006 - 05.2009
- Launching of new product into regional markets
- Coordinating logistics, warehousing and transport activities
- Spearheading sales team and managing local distributor to grow On-premise market in Singapore
- Search, selection, appointment and direction of regional distributors in Indonesia, Malaysia and Philippines
- Researching and ensuring all necessary documentation and licensing requirements are acquired
- Deriving consumer demand through understanding country, cultural and business specific requirements
- Actively involved in country specific sales efficiency projects to enhance effectiveness of operations
- Ensuring that regional marketing activities comply and maintain FIJI brand architecture
- Actively providing effective market information and uncovering business opportunities for distribution partners
- Adopting different route-to-market model and set of plans to kick start market access
- Understanding bottled water consumption behavior and culture was key to positioning and pricing strategies
- Executed experiential marketing through events, F&B application and product placements saw quick acceptance into markets
- At end of 3 years successfully established 4 countries with strategic distribution partners
- YOY volume growth of 40% in the regional premium F&B & Hotel sectors.
Education
BBA - Business Administration
ROYAL MELBOURNE INSTITUTE OF TECHNOLOGY UNIVERSITY (RMIT)
Melbourne08.1999
Diploma - Business Studies, Marketing
NGEE ANN POLYTECHNIC
Singapore 08.1997
Skills
- Business Strategy
- Change Management
- Sales Management
- Business Development
- Market Development
- Distributor Management
- Strategic Leadership
- Organizational Leadership
- Strategic Partnerships
- Corporate Governance
- People Development
- Competitor Analysis
- Customer Engagement
- Data Analytics
- Advertising Campaigns
Rugby, Golf, Business, Bible Study
Selected for Singapore Mens 40s Touch Rugby player for the 2024 World Cup in Nottingham England
Mid handicap golfer - celebrated hole in one in April 2014
Enjoy analyzing businesses and how to improve them
Completed Christian Discipleship course 1 and 2 (34 weeks each) and now pursuing Discipleship 3
Languages
English
Bilingual or Proficient (C2)
Chinese (Mandarin)
Advanced (C1)
Chinese (Cantonese)
Intermediate (B1)
Malay
Beginner (A1)
Timeline
Regional Director APAC
Royal Caribbean Limited
05.2021 - 04.2023
Regional Director NA
DMV-FONTERRA-EXCIPIENTS, DFE Pharma
07.2018 - 09.2020
Global Account Manager GSK
DFE Pharma
06.2014 - 07.2018
General Manager APAC
DMV-FONTERRA-EXCIPIENTS, DFE Pharma
06.2014 - 07.2018
Area Sales Manager
DMV-FONTERRA-EXCIPIENTS, DFE Pharma
09.2010 - 06.2014
Channel Development Manager
KRAFT FOODS SINGAPORE (MONDELEZ)
05.2009 - 09.2010
Regional Sales Manager
FIJI WATER COMPANY
03.2006 - 05.2009
BBA - Business Administration
ROYAL MELBOURNE INSTITUTE OF TECHNOLOGY UNIVERSITY (RMIT)
Diploma - Business Studies, Marketing
NGEE ANN POLYTECHNIC
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