Kenny Zhong
Summary
Goal-oriented manager with distinguished experience in the consumer industry and proven leadership abilities. Expert in increasing productivity and managing distributor while driving revenue and sales. Committed to streamlining procedures while optimizing employee talent.
Overview
11
11
years of professional experience
Work History
Senior Commercial Manager
Hegen Pte Ltd
01.2023 - Current
- Leading 4 verticals. Local Trade, E-Commerce, International and Partnerships with a 12 man team.
- Built relationships with distributors and retailers to ensure good growth in the business
- Managed and analyzed budgets, P&L, balance sheets, In Market Sales and sales reports.
- Used key metrics and prepared reports for senior management to monitor performance of commercial activities.
- Negotiated contracts and product prices by collaborating with vendors and developers.
- Lead the NPD process in the company.
- Part of the leadership team and representing the scale up team in Hegen.
Head of Commercial
The Golden Duck Pte Ltd
02.2021 - 01.2023
- (Business Development)
- Leading the Singapore, Regional and Marketing Department which includes developing Pricing Strategy, Brand Strategy, New Product Launch, Commercial Strategy and leading a 11- man team
- Singapore – Not limiting to Merchandisers Management, Local Key Account, A&P, Displays and Trade Marketing and online Key Account
- Regional – Not limiting to Trade Marketing, Agency Management and Distributor Management
- Marketing - Brand Marketing, Email Marketing, Socials/PR, Agencies Management and Direct to Consumers, NPD and in house designers
- Optimising marketing and promotional activities executed in the trade
- Ensure trade spent is within budget and what is being forecasted
- Propose and develop new product offerings to further strengthen market share and position
- Develop pricing strategies that are competitive in the various markets and channels
- Full P&L accountability in all 16 countries with an emphasis of Hong Kong/Australia/Brunei/Canada/USA and Singapore
- Work closely with distributor on sell in and distribution report
- Manage all trade programs budget or spend according to the company set budget
- Key Achievements:
- Company’s recognition
- Promoted from Regional Manager to Head of Commercial (Business Development) in my 2nd Year
- Appointed and set up distributors in 9 countries: (Aust/NZ/Canada/HK/USA/Mauritius/Philippines/China/Indonesia)
- Grew sales by 100% in 9 months
- Set up tracking system for A&P, country P&L Management, Withdrawal report Analysis and Trade Marketing Reports
- Gave a strategy for the commercial department.
Sales & Marketing Manager
SIS’ 88 Pte Ltd
05.2020 - 01.2021
- Review existing product portfolio to ensure continued demand with consumers
- Initiate and conduct market research to identify opportunities
- Prepare sales forecast, sales budget, revenues, A&P and P&L to ensure overall profitability of the company
- Optimising marketing and promotional activities executed in the trade
- Ensure trade spent is within budget and what is being forecasted
- Develop pricing strategies that are competitive in the various markets and channels
- Develop strategic growth plans and New Product Innovation for various countries
- Assist in strategic planning and forecasting to ensure sales and profitability of products
- To be constantly updated and abreast on the competitive development, industry trends and government regulations both locally and internationally
- Responsible for long term relationship with current, new distributors and key stakeholder locally and internationally
- Key Achievements:
- Helped the company analysis new gaps in the market through Nielsen data and this was materialized in the Middle East 8 months later.
Regional Business Development Manager
Delfi Limited
07.2015 - 04.2020
- Chocolate Confectionery
- Van Houten
- Delfi
- Hudsons
- Taking care of all 26 export markets with an emphasis in Thailand, Brunei, Cambodia, HK, Malaysia & Singapore
- Achieves Delfi Limited sales objectives meeting county/region sales operational objectives through contributing sales information and recommendations to strategic plans and review;
- Preparing and completing action plans; implementing plans through distributors; managing the implementation quality; resolving problems; completing audits; identifying trends;
- Determining regional sales system improvements; implementing change
- Maintain and build rapport with key personnel in the Distributor team including but not limited to functions in sales, business planning, marketing and logistics
- Managing Gross Margin, P & L and A & P for various countries
- Involve in the entire spectrum of acquisition of the brand ‘Van Houten’ from Hershey’s to Delfi Limited
- Sales Achievement – 15% increase vs last year for core countries and 32% vs last year for rest of the markets
- Key Achievements:
- Company’s recognition
- Promoted from Export Manager to Regional Business Development Manager in my 4th year of service
- In my 5 years in Delfi, had a 4 years Y-o-Y growth except for 1 year where company did a major rationalization
- Was the Commercial Lead Manager of the M&A for the brand Van Houten between Hershey’s and Delfi Limited.
Business Development Manager
Prima Ltd, Prima Taste
06.2012 - 07.2015
- Take care of a team of 3 (2 x Asst managers & 1 x Executive) for the export team
- Primarily taking care of countries:
- China, Taiwan
- Myanmar
- Cambodia
- Indonesia
- Achieves overall Prima Taste objectives by meeting county/region sales operational objectives through contributing sales information and recommendations to strategic plans and review; preparing and completing action plans; implementing plans through distributors; managing the implementation quality; resolving problems; completing audits; identifying trends;determining regional sales system improvements; implementing change
- Meets regional sales financial objectives by forecasting requirements; preparing an annual budget; scheduling expenditures; analyzing variances; initiating corrective actions
- Establishes sales objectives by creating a sales plan and quota for districts in the assigned region in support of overall objectives
- Maintains and expands customer and /or product base by engaging distributors, business stakeholders in the countries and regions as assigned
- Maintain and build rapport with key personnel in the Distributor team including but not limited to functions in sales, business planning, marketing and logistics
- Recommends product lines by working with other business units and identifying new product opportunities, and or product packaging and service changes, surveying consumer needs and trends, tracking competitors
- Implement trade promotion by publishing, tracking and evaluating trade spending
- Company’s recognition
- Promoted from Assistant Business Development Manager to Business Development Manager (International) where role wasspecially created
- Part of the Commercial Team to create a new brand in the ‘ready meal’ segmentin the S.E.A market.
Education
Bachelor of Commerce - Management & Marketing
Curtin University of Technology
2008
Skills
- Market Trend Analysis
- Distributor Management
- Commercial Negotiation
- P&L Analysis
Timeline
Senior Commercial Manager
Hegen Pte Ltd
01.2023 - Current
Head of Commercial
The Golden Duck Pte Ltd
02.2021 - 01.2023
Sales & Marketing Manager
SIS’ 88 Pte Ltd
05.2020 - 01.2021
Regional Business Development Manager
Delfi Limited
07.2015 - 04.2020
Business Development Manager
Prima Ltd, Prima Taste
06.2012 - 07.2015
Bachelor of Commerce - Management & Marketing
Curtin University of Technology
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