Lim Rae-En Dorothy

Key Responsibilities

• Oversaw daily operations, ensuring optimal service delivery and adherence to quality standards.
• Strategic Leadership: Full P&L accountability for the food service division, managing a cross-functional team of 30 across sales, finance, and admin.
• Sales & Team Expansion: Scaled the sales department from 3 to 12 members, implementing rigorous training and KPI frameworks to ensure 100% team alignment with aggressive growth targets.
• Financial & Operational Oversight: Directed financial forecasting and administrative workflows to support a high-volume distribution environment.
• High Stakes Portfolio Management: Directly overseeing and servicing a premium portfolio of Tier 1 key accounts such as Starbucks, SATS, Dnata, Koufu, CP Meiji, CJ Foods, ABR (Swensen's) and Zenia.

Key Achievements

• Hyper-Growth Results (Year 1): Orchestrated an 18% increase in total sales , scaling the portfolio to the $20M+ mark through optimized sales tactics and improved client retention.
• Aggressive Revenue Scaling (Year 2): On track to double annual revenue to the $40M+ mark, representing a >50% growth over the previous year by identifying untapped market opportunities in the HORECA sector.
• Sales Force Transformation: Managed the rapid expansion of the sales department, growing the team from 3 to 12 members while maintaining high culture standards and exceeding performance KPIs.
• Strategic Team Restructuring: Spearheaded a complete re-categorization of the 12 sales member, transitioning from a generalist model to a specialized tier based structure.

• Oversaw a $9 million sales portfolio while leading a team of 8 members.
• Spearheaded initiatives to enhance sales team effectiveness and professionalism in delivering on annual revenue goals.
• Monitored and evaluated prospecting performance metrics to maintain accuracy in forecast projections and conversion strategies.
• Coordinated updates on sales developments and pipeline opportunities, fostering a proactive and motivated team environment.
• Monitored and ensured compliance with established sales protocols to enhance operational efficiency.
• Established and nurtured connections with senior-level customers to promote positive brand representation.
• Led cross-departmental collaboration to refine sales strategies and marketing initiatives. Oversaw integration of finance and operations in planning processes. Championed teamwork among departmental heads to drive organizational success.
• Implemented positive communication techniques to enhance team motivation and influence.
• Analyzed market trends to establish a unified sales strategy that effectively engages key customer segments with tailored value propositions.
• Communicated clear and fair sales objectives, fostering a shared understanding within the sales team.
• Facilitated provision of data tools and resources to enhance sales force insights regarding customers.
• Assessed and guided sales team skill development to ensure alignment with customer needs and expectations.
• Fostered a culture of accountability, achievement, and ethical standards within the organization.

Achievements:

• Drove annual revenue and profit increases, consistently exceeding established targets by 3% to 6%.
• Executed strategic account conversions to enhance partnerships with key clients such as Starbucks, CBTL, Delifrance, llaollao, Cedele, KFC, and Pizza Hut.
• Expanded sales team to facilitate streamlined processes and drive company growth initiatives.

• Oversaw management of a $6 million sales portfolio.
• Managed key account relationships and identified potential customers through strategic sales leads and referrals.
• Facilitated collaboration with warehouse and suppliers to ensure stock availability and timely delivery.
• Managed day-to-day operations to ensure accurate inventory checks and prompt collection of accounts receivable.
• Managed customer inquiries and complaints, providing timely and effective solutions.
• Coordinated efforts with marketing team to produce high-quality premiums and promotional materials.
• Analyzed competitor movements and new product launches, delivering comprehensive reports to senior management.

Achievements:

• Analyzed market trends and executed initiatives resulting in incremental business growth across all channels within one year.
• Acquired new project partnerships with leading coffee chains, hotels, and airlines.

• Oversaw a team of six sales executives to enhance revenue generation efforts.
• Developed and implemented customer retention initiatives to enhance client loyalty and satisfaction.
• Facilitated weekly team meetings to brainstorm, troubleshoot, and develop sales and business strategies.
• Streamlined administrative processes to enhance operational efficiency.
• Facilitated collaboration between departments and clients to guarantee timely project delivery.
• Proactively supported additional responsibilities beyond designated role as needed.

Achievements:

• Achieved and surpassed business sales objectives, driving 130% incremental growth for the company.
• Achieved top performer designation annually from 1999 through 2002, reflecting sustained high performance.
• Elevated from Sales Executive to Senior Sales Executive within one year, subsequently promoted to Sales Manager within six months.

• Organized and coordinated comprehensive travel itineraries for tour group.
• Coordinated travel arrangements by booking and issuing air tickets and hotel vouchers to ensure seamless arrangement for the tour group.
• Coordinated and guided tour groups of up to 25 passengers through diverse destinations including Australia, Hong Kong, Malaysia, Indonesia, Europe, and China.