LIM MOH CHER
Singapore
Summary
Dynamic operations professional with extensive experience across the food & beverage, property, and financial services industries. Proven track record in optimizing operational workflows, enhancing service delivery, and managing diverse teams in challenging environments. Bilingual in English and Chinese, with strong skills in strategic planning, event management, and marketing. Highly adaptable, thriving in cross-cultural markets and dedicated to understanding and meeting consumer needs.
Overview
38
38
years of professional experience
Work History
Freelance Operations Consultant
Cecilia Westberry Beauty Spa
06.2024 - 10.2024
- Spearheaded the successful launch of a new branch, overseeing lease negotiations, budgeting, design renovation, and purchasing processes
- Developed and executed a comprehensive marketing strategy, including the revitalization of marketing materials and social media engagement to boost customer outreach
Freelance Marketing Research Consultant
Bamboo3
05.2024 - 07.2024
- Conducted in-depth market research to inform marketing strategies for clients in hospitality and aesthetics sectors, enhancing their operational approaches
Freelance Project Manager
Qeren Communications
03.2024 - 06.2024
- Led project management efforts for a marketing and social media proposal for a non-profit organization, focusing on operational feasibility and strategic impacts
Founder, Director & Café Manager
Nectar (Shanghai) F&B Management Company
01.2018 - 11.2023
- Established and successfully managed Nectar Café, overseeing all aspects of operations from initial concept through daily management
- Implemented operational strategies that improved efficiency and service quality, including menu planning, food research and development, and rigorous food quality control
- Enhanced customer service initiatives that resulted in a robust customer base, increasing from 80% expatriate to an even mix of 50% expatriate and 50% Chinese patrons
- Developed and managed financial operations including cash flow and P&L statements, ensuring sustainable business growth
- Recognized for excellence in product quality, with the signature pandan cake consistently ranked among the top 3 chiffon cakes in Shanghai and accolades from notable food blogs and apps
Consultant
Lighthouse Hospitality Group
11.2013 - 12.2017
- Coffee Commune: Successfully established the first café for this social enterprise, operational since July 2016
- Tasks encompassed transforming the owner's vision into a viable business model, including:
- Navigating licensing requirements and kitchen design to ensure compliance and operational efficiency
- Leading menu planning and staff recruitment to create a dynamic service team
- Developing and executing comprehensive marketing strategies, including robust digital acquisition plans, to maximize customer engagement and drive revenue
- Ensured precision in financial reporting, budget management, and forecasts for sustainable growth
- Taste & See Café: Initiated and launched a second café opened in June 2014 by:
- Creating and refining the café concept into a functional business model
- Overseeing licensing, kitchen design, menu planning, and effective recruitment practices
- Providing strategic advice on operational matters and pathways for business expansion
Marketing Director
Simply the Group
06.2008 - 10.2013
- Led a team of 12 in executing integrated marketing strategies across a diverse portfolio, including restaurant chains (Simply Thai and Pin Chuan), bakery café (Simply Life Bakery Café), and a catering company (The Party People Catering)
- Managed the Group's marketing budget, ensuring resources were used efficiently to develop and implement multi-channel marketing programs that maximized returns
- Spearheaded creative initiatives such as a popular “Crab” promotion, contributing to sustained sales growth that continued through 2024
- Expanded the outlet portfolio from 5 to 14 locations, reflecting strong operational leadership and market demand
- Consolidated and digitized recipes for all SKUs, ensuring quality control as the custodian of recipes and conducting food audits across restaurant operations
Director, Shop Manager
Knead Pte Ltd - TCM Treatment Spa
10.2007 - 02.2010
- Established and managed all operational aspects of the spa, including the setup of a POS system, purchasing practices, recruitment, and staff training
- Developed and implemented Standard Operating Procedures (SOPs) to enhance service quality and operational efficiency
- Managed customer relations by overseeing reservations, addressing inquiries, and fostering a welcoming environment
- Executed advertising and marketing strategies encompassing corporate identity development, marketing collateral creation, and media publicity to enhance brand visibility
Manager, Retail Leasing
Far East Organization
06.2004 - 09.2007
- Led the marketing and leasing operations of a commercial portfolio valued over S$1 billion, focusing on achieving targeted returns on capital
- Collaborated with a team of 9 to develop strategic tenant mixes, ensuring suitability of tenants for each property while managing competitive rental rates
- Initiated and implemented marketing strategies to enhance tenant engagement and optimize occupancy rates, contributing to the successful launch of retail projects like Central and Square 2
- Drove business development for food projects under Far East Food Concepts, identifying innovative concepts and enhancing operational processes
Co-founder & Executive Editor
Makansutra (S) Pte Ltd
04.2001 - 05.2004
- Developed and established the Makansutra brand as a leading culinary guide in Singapore through comprehensive branding, positioning, and marketing strategies
- Oversaw the setup of various food and beverage outlets, including Soul Food @ Biopolis and Food Museum @ Far East Square, ensuring operational efficiency and market relevance
- Produced multiple editions of food guide publications, including four editions of Makansutra (Singapore) and guides for the Singapore Tourism Board, enhancing brand reach
- Managed event operations for PR publicity and food-related activities, including coordinating Singapore Food Festivals and popular food tours
- Played a key role in digital strategy with the content development and launch of www.makansutra.com, and served as a consultant for three seasons of the Makansutra TV series
Marketing Manager
Life Health Pte Ltd
07.1998 - 03.2001
- Established and managed the mail order business for health supplements, overseeing daily operations and ensuring effective sourcing from overseas suppliers
- Directed the planning and implementation of the entire mail order operation, from call center management through to delivery logistics, optimizing distribution processes and enhancing customer service
Assistant Vice President, Corporate Communications
OCBC Bank
11.1989 - 01.1997
- Co-managed advertising and promotion budgets ranging from S$10 million to S$15 million, coordinating campaigns across divisions to ensure effective communication of banking products
- Crafted and executed major advertising campaigns, notably for consumer banking, engaging with advertising agencies to bring concepts to fruition and producing marketing materials for branch openings
- Produced annual reports and in-house newsletters, fostering internal and external communication
Archives Officer
National Archives
01.1987 - 10.1989
- Assisted in the management and preservation of national records, contributing to documentation and public access strategies
Education
Bachelor of Social Science (Honours) - Political Science
National University of Singapore
01.1987
Skills
- Operational Leadership
- Communication & Marketing
- Customer Service
- Team Collaboration
- Problem Solving & Multitasking
- Food Safety and Hygiene Certifications
Personal Information
Title: Ms
Technical Skills - Food Safety And Hygiene Certifications
- Level 3, 01/01/25
- Level 1, 12/01/24
Timeline
Freelance Operations Consultant
Cecilia Westberry Beauty Spa
06.2024 - 10.2024
Freelance Marketing Research Consultant
Bamboo3
05.2024 - 07.2024
Freelance Project Manager
Qeren Communications
03.2024 - 06.2024
Founder, Director & Café Manager
Nectar (Shanghai) F&B Management Company
01.2018 - 11.2023
Consultant
Lighthouse Hospitality Group
11.2013 - 12.2017
Marketing Director
Simply the Group
06.2008 - 10.2013
Director, Shop Manager
Knead Pte Ltd - TCM Treatment Spa
10.2007 - 02.2010
Manager, Retail Leasing
Far East Organization
06.2004 - 09.2007
Co-founder & Executive Editor
Makansutra (S) Pte Ltd
04.2001 - 05.2004
Marketing Manager
Life Health Pte Ltd
07.1998 - 03.2001
Assistant Vice President, Corporate Communications
OCBC Bank
11.1989 - 01.1997
Archives Officer
National Archives
01.1987 - 10.1989
Bachelor of Social Science (Honours) - Political Science
National University of Singapore
Similar Profiles
Harkomal MallhiHarkomal Mallhi
Production Supervisor at Westberry Farms Ltd.Production Supervisor at Westberry Farms Ltd.
Tao Cong DoTao Cong Do
Store Manager at Coco Nails Spa and Beauty Pty LtdStore Manager at Coco Nails Spa and Beauty Pty Ltd
VANESSA PAEZVANESSA PAEZ
Full Specialist at VP Beauty and Nail SpaFull Specialist at VP Beauty and Nail Spa