Lim Ngah Ling
Summary
Encouraging manager and analytical problem-solver with talents for team building, leading and motivating, as well as excellent customer relations aptitude and relationship-building skills. Proficient in using independent decision-making skills and sound judgment to positively impact company success. Dedicated to applying training, monitoring and morale-building abilities to enhance employee engagement and boost performance.
Overview
25
25
years of professional experience
1
1
Certification
Work History
Sales Manager
Bulkings Distribution Pte Ltd
04.2023 - Current
- Managed key customers in Modern Trade (NTUC FairPrice, DFI Group, Watson’s, BHG-Welcia and Prime) and online channel (Lazada, Shopee, FairPrice Marketplace and Ecommerce resellers)
- Managed agency brands: ZA Cosmetics & Skincare, Fadeout Skincare, Colab Dry Shampoo, Ellips Haircare, Jack N’Jill Baby & Kids Oralcare and Superdry Spray & Bodycare
- Manage team of 4 merchandisers and in-store promoter to ensure distribution, in-store presence and proper merchandising execution
- Develop store route for field team to ensure store visits are productive and efficient
- Provide product training to all merchandisers and in-store promoter on new products, its usage and unique selling propositions
- Guide and mentor merchandisers and in-store promoter on negotiations with store staffs
- Plan and execute brand strategies to meet brand objectives and brand owners’ expectations
- Track, monitor and provide monthly reports to agency brand owners on in-trade brand sales performance, trade spend to date and marketing activations
- Prepare quarterly business review with brand owners and jointly strategize next 6 to 12 months business growth initiatives
- Prepare and plan shipment orders with brand owners to ensure continual stocks availability
- Provide timely feedback on any product quality issues to brand owners for future product improvements
- Track competitors’ in-store activities, e.g. new launches, in-store pricing and strategize with brand owners to counter competitive activities
- Strengthen business relationships with key customers
- Identify store distribution gaps for key skus versus target and discuss with field operations for potential opportunity to address the gap
- Provide store scan sales analysis to field operations team as benchmark for store to order stocks
- Listing new products in key customers’ offline and online stores such as official stores in Lazada and Shopee
- Negotiate with key customers on yearly trading terms, as well as new product listing fees and margins
- Work closely with warehouse and logistics team on timely delivery to key customers warehouses and stores
- Track inventory in trade and develop clearance plans to deplete near expiry stocks to manage write-off costs.
Senior Manager
SPH Media Trust
09.2017 - 12.2022
- Manage team of 5 comprising of 1 manager and 4 associates
- Build forecasting model using historical trends by products and channels on key business metrics for department managers
- Track and monitor actual key business metrics versus budget and provide update to sales & marketing team
- Partner with Finance on finalizing Division’s Annual Budget
- Manage, monitor and track Division’s performance versus Annual Spend Budget and KPIs
- Report monthly on key business metrics status versus last year and budget figure to management team
- Work with Finance on revenue details and costings for joint monthly Division’s reporting
- Mine large datasets, provide insights and analysis on the key business metrics trends compared to last year and budget
- Collaborate with IT team to spearhead migration of system to new Naviga system with UATs from 2018 to 2019
- Work with cross functional teams to resolve technical issues post migration to ensure data system integrity
- Build and implement Standard Operating Procedures (SOPs) to allow knowledge transference and minimize errors
- Initiate and implement system enhancements with Tech’s support to improve efficiency and productivity on work processes
- Work with Tech to migrate reporting system to Naviga Insights in 2020 and to database warehouse in 2021 to present reports in Tableau
- Initiate monthly scheduled reports in Naviga Insights replacing manual extraction to improve reporting efficiency and productivity.
Business Manager
F&N Foods Pte Ltd
10.2015 - 09.2016
- Manage Modern Trade customers, i.e. NTUC FairPrice Group, DFI Group, Sheng Siong, Prime Supermarket, RedMart, SPC, Caltex and independent stores
- Manage team of 3 key account managers and 42 sales representatives and merchandisers
- Provide leadership, mentoring and coaching to staffs on key accounts management and store operations matters
- Track weekly sales achievements versus budget by key accounts and brands
- Monitor trade spending closely to ensure it is within budget
- Continuously strengthen business partnership with key customers with quarterly meetings on business performance
- Coach and mentor sales team to work with key customers on half-yearly business reviews and annual Joint Business Planning meetings
- Collaborate with internal sales business channel heads and functional department heads to ensure smooth business operations with customers
- Build strategic forward trade marketing plans on new initiatives and align with Marketing team to meet brand & channel sales targets as well as brand share targets
- Provide 3 to 6-month rolling forecast for key skus promotion and new product launches to Supply Chain to ensure stocks availability
- Develop clearance plan with sales team for high-inventory items to manage write-off cost and warehouse storage space
- Monitor direct competitors’ activities for possible changes in strategic plans to have a competitive edge.
Sales & Marketing Manager
Yit Hong Pte Ltd
07.2014 - 09.2015
- Manage and service both Modern Trade and General Trade channel customers (including export customers) and achieved monthly sales targets and financial year growth
- Manage sales from all channels namely supermarket chains, wholesalers, provisions & minimarts and food & beverage establishments
- Monitor sales daily to ensure monthly sales targets are on track
- Manage monthly trade & marketing spend diligently to ensure it met expected returns with considerations on bottom line
- Responsible for opening and developing new business accounts to expand customer base and product distribution
- Work closely with team of sales executives, sales representatives & merchandisers to ensure distribution, in-store presence and execution
- Build and strengthen business rapport with key customers via monthly scheduled meetings and/or visitations to resolve potential issues and concerns.
- Strive to increase product range carried by existing customers to expand volume purchase per order
- Monitor volume movement & stocks inventory and work closely with stocks purchaser on forward shipments to meet daily and promotional need
- Track sales volume movement by skus and develop clearance plan for high inventory items to manage write-off cost as well to meet sales objectives
- Work closely with warehouse/logistics team on delivery timelines to ensure customers and internal fulfillment targets are achieved
- Plan and execute product & marketing strategies to meet company objectives and to strengthen brand share targets
- Track competitors’ in-store activities especially in-store pricing and make changes in promotional activities to maintain competitive edge
- Provide timely feedback on any product quality issues to ensure prompt improvements for forward shipments
National Sales Manager
Oculus Pte Ltd
11.2012 - 02.2014
- Achieve sales targets set for long-term sustainable growth and ensure timely accounts receivables collection for strong business cash flow
- Work closely with marketing team to ensure successful implementation of consumer marketing promotions
- Ensure consumer marketing programs are implemented well in-trade and in-store point of sale communication materials are visibly available
- Develop effective key account/channel strategies and/or programs in line with marketing objectives to drive sales growth
- Build strong business relationship & rapport with key accounts and professional eyecare associates to garner distribution support on FRESHKON product lines
- Grow FRESHKON in strategic key accounts to be preferred brand to build sustainable business volume and presence
- Secure trade support, speed to market distribution and in-store brand visibility for new product lines, monitor its performance to ensure set targets are achieved
- Ensure strong in-store FRESHKON brand visibility at prime locations in key outlets across different channels
- Monitor trade spend to ensure it’s used efficiently with good ROI and within budget allocated
- Manage, guide, train sales team with on-the-job coaching to achieve core business objectives with clearly set KPIs
- Work closely with inter-departments for back-end support for good front end customer service to trade customers
- Work closely with supply chain team on monthly stocks forecast and stocks requirements to ensure minimal stocks availability issues
- Provide monthly reports to management on sales & accounts receivables collection status, trade competitive activities, feedback on new market trends and trade customer updates.
Trade Marketing Manager
Heinz ASEAN Pte Ltd
04.2012 - 10.2012
- Build, discuss, review and finalize key performance targets on sales, operating income, spend budget with distributors
- Work in partnership with distributors to ensure top and bottom lines are achieved as per target set
- Assist distributors in ensuring sales promotion activities can generate the most effective ROI returns
- Monitor and track distributors spend are as per accrued to ensure spend are within budget provided
- Follow closely with distributors on sales achieved on weekly basis to ensure monthly sales targets are on track
- Develop guidelines, standard operating procedures and timelines for distributors to ensure business objectives are met in an efficient manner
- Analyze in-market trends, identify business gaps & opportunities and propose solutions to distributors
- Build and implement stocks availability tracker and store audit to track out-of-stocks, merchandising quality and identify improvement areas
- Work actively with distributors on stocks demand forecasting to ensure shipments arrive on time to meet domestic demand
- Discuss and align with product managers on new product launches and key promotions to ensure set targets are met
- Assist in outdoor roadshows to build brand awareness, trial new products, understand shoppers concerns and generate sales.
Key Account Manager
Reckitt Benckiser Pte Ltd
12.2010 - 02.2012
- Service NTUC FairPrice, Giant, Shop N Save, Cold Storage, Carrefour, Sheng Siong
- Manage top and bottom line by ensuring the set sales targets are achieved while optimizing the annual trade budget given effectively and efficiently
- Monitor speed to market distribution to meet distribution targets
- Identify improvements and opportunities in-stores via weekly store visits to grow market share and sales revenue
- Plan, strategize, implement and execute short to medium term key activations plans in-stores to achieve maximum sales productivity
- Work closely with buyers and ensure short to medium term promotions are implemented successfully, in line with marketing support
- Understand current market trends & customer’s strategic directions and apply learnings and/or insights to tap potential business opportunities and add value to existing business performance
- Track, monitor and improve KPIs scorecard including service level for business improvements
- Lead and manage field sales team including 1 key account executive and 8 field staffs to achieve monthly sales targets and sales incentives
- Oversee recruiting, training and development of field sales team to ensure good product knowledge and understanding of business direction
- Work with trade marketing on stocks forecasts and managed inventory level at customer’s warehouse and/or stores
- Liaise with trade marketing on category growth initiatives such as category management, new product launches and key brand building activations
- Review current business SWOT analysis with customers continually.
Customer Marketing Manager
Unilever (Malaysia) Holding Sdn Bhd
01.2010 - 11.2010
- Understand in-depth personal care category dynamics, brand marketing mix and key jobs to be done for the next 3 years
- Know dynamics of key customers (Tesco, Carrefour, Giant, Jusco, Watson’s and Guardian) and forward business growth expectations, understanding their shoppes’ profiles
- Analyze in-depth the category/brand dynamics via various analytical tools to look for potential improvements and growth opportunities
- Plan customer marketing activities based on understanding different customers’ shoppers, working closely to align with customer development managers’ trade plans
- Conduct post evaluations on key and/or customized promotions for more efficient management of budget and/or ROI for the business
- Conduct periodic market visits and feedback on growth opportunities as well any new development in direct competitors’ marketing mix
- Work with trade category teams to localize regional customer marketing category strategies and explore regional best practices for potential implementation in local markets
- Involved in next 3 years forward brand & business planning with category teams for implementation of the customer marketing plans
- Demonstrate good Unilever’s Standard of Leadership in workplace and in daily job roles & responsibilities.
Customer Development Manager
Unilever Pte Ltd
09.2004 - 12.2009
- Manage and guide 28 direct reports - 2 sales executives and 26 field staffs
- Revamp entire field team visitation structure to ensure efficient and best allocation of resources to achieve maximum business returns
- Manage and responsible for servicing and building rapport with key business partners i.e
- NTUC FairPrice, Cold Storage, Shop N Save, Carrefour to further strengthen and enhance business relationship
- Ensure planned activities are executed accurately and effectively in-stores
- Conceptualize and plan sales promotion activities as well as in-store space buy initiatives to achieve annual sales and profitability targets
- Liaise with trade marketing team on demand forecasting and sales plans to ensure achievement on sales and profit targets
- Monitor stocks inventory in customer warehouse and in-stores to ensure and maintain freshness standard of foods products
- Analyze in-market and customer’s sales trends to identify potential growth opportunities for achieving sales and distribution objectives
- Manage budget and ensure promotion spending are within budget
- Strategize negotiations with customers on margins, pricing strategy, and promotional activities by building and developing a joint customer business plan in line with internal business strategy for sales growth
- Work closely with customers on new brand/range launches, re-launches and product replacement phase-in/out transition timeline efficiently with minimum returns
- Liaise with the field operations team to ensure accurate in-store implementation of promotion plans and its merchandising guidelines.
Assistant Trade Marketing Manager
Unilever Bestfoods
08.2002 - 08.2004
- Provide customer and consumer perspectives to sales and marketing teams to meet business needs
- Liaise closely with marketing team on strategic initiatives such as new product launches and national consumer promotions and develop channel strategy before cascading to sales team to achieve best business results
- Evaluate viability of trade plans with respect to ROI contribution and its relevance to brand building objectives
- Manage trade promotion budget and ensure promotional monies spend is within set ROI targets
- Forecast stocks based on sales & marketing activities while striving to minimize any lost sales opportunities and high inventory holding
- Provide post-promotion analysis to evaluate performance of new product launches and national consumer promotions and recommend forward action plans to capitalize on successes and identify areas of improvement
- Spearhead category management projects with FairPrice and Cold Storage to optimize performance for tea and bread spreads categories.
Trade Marketing Executive
Johnson & Johnson Pte Ltd
07.2000 - 07.2002
- Work closely with marketing team on a 3 to 6 months forward marketing plans and integrate with 1 to 3 months rolling sales plans
- Provide strategic support to sales team by identifying potential risks and recommend tactical activities to achieve sales target
- Forecast stocks based on agreed sales and marketing plans
- Interpret market demand changes from data sources and recommend business plans accordingly to capitalize on opportunities
- Analyze channel performance of brands from AC Nielsen Retail Audit and identify potential opportunities and risks for the brands
- Evaluate past promotions and new products performance for key learnings reference in future similar launches and/or promotions in future
- Manage and track trade promotions funds to ensure spend is within budget
- Partner with Guardian, NTUC FairPrice, Cold Storage and Carrefour in category management initiatives for Baby Toiletries and Sanitary Protection categories.
Trade Marketing Analyst
Auric Pacific Marketing
05.1999 - 06.2000
- Analyze consumer and market trends to understand consumer purchasing behavior
- Establish rapport and foster ties with major retailers through category management projects and Efficient Consumer Response (ECR) meetings
- Implemented category management strategies and recommended merchandising solutions, as well conducted quarterly category review on implemented projects
- Coordinate and assist brand and sales teams on roadshows and events for brand awareness
- Initiate and manage e-commerce new business by securing partners and implementing promotional ideas.
Education
Bachelor of Commerce -
University of Alberta
Canada08.1998
Bachelor of Arts -
Grant MacEwan Community College
Canada08.1996
GCE ‘A’ Level -
DPM Al-Muhtadee Billah College
Brunei12.1994
Skills
- Strategic Business Planning
- Analytical Thinking
- Problem Solving
- Sales and Marketing
- Business Development
- Client Relationship Management
- Negotiating Trading Terms
- Managing Trade Spend Budget
- Cross-Functional Team Collaboration
- Store Operations Management
- Recruiting and Hiring
- Staff Coaching and Mentoring
- Conduct Product Trainings
- Team Building and Leadership
Certification
FIRST COM ACADEMY CERTIFICATIONS 2023:
- Content Creation Specialist
- Google Marketing Specialist
- Social Media Marketing Specialist
SMU ACADEMY COURSES 2022:
- Tableau: Unlocking Insights with Analytics
OTHER TRAININGS 2022:
- CPR-AED
- First Aid
Technical Computing Skills
- Microsoft Excel, Word, PowerPoint (Advanced Level)
- Google Docs, Sheets, Slides and Forms
LINGUISTIC SKILLS
English
Bilingual or Proficient (C2)
Malay
Bilingual or Proficient (C2)
Chinese (Mandarin)
Elementary (A2)
Chinese (Cantonese)
Elementary (A2)
Timeline
Sales Manager
Bulkings Distribution Pte Ltd
04.2023 - Current
Senior Manager
SPH Media Trust
09.2017 - 12.2022
Business Manager
F&N Foods Pte Ltd
10.2015 - 09.2016
Sales & Marketing Manager
Yit Hong Pte Ltd
07.2014 - 09.2015
National Sales Manager
Oculus Pte Ltd
11.2012 - 02.2014
Trade Marketing Manager
Heinz ASEAN Pte Ltd
04.2012 - 10.2012
Key Account Manager
Reckitt Benckiser Pte Ltd
12.2010 - 02.2012
Customer Marketing Manager
Unilever (Malaysia) Holding Sdn Bhd
01.2010 - 11.2010
Customer Development Manager
Unilever Pte Ltd
09.2004 - 12.2009
Assistant Trade Marketing Manager
Unilever Bestfoods
08.2002 - 08.2004
Trade Marketing Executive
Johnson & Johnson Pte Ltd
07.2000 - 07.2002
Trade Marketing Analyst
Auric Pacific Marketing
05.1999 - 06.2000
Bachelor of Commerce -
University of Alberta
Bachelor of Arts -
Grant MacEwan Community College
GCE ‘A’ Level -
DPM Al-Muhtadee Billah College
FIRST COM ACADEMY CERTIFICATIONS 2023:
- Content Creation Specialist
- Google Marketing Specialist
- Social Media Marketing Specialist
SMU ACADEMY COURSES 2022:
- Tableau: Unlocking Insights with Analytics
OTHER TRAININGS 2022:
- CPR-AED
- First Aid
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