Summary
Overview
Work History
Education
Skills
Accomplishments
Personal Information
Hobbies
Timeline
Generic

Linda Yip Poh Chee

Singapore

Summary

Experienced and results-driven Senior Trade Marketing Manager with more than 18 years of success in developing and executing strategic marketing initiatives for over-the-counter consumer goods company. Brands include Tiger Balm and Kwan Loong Medicated Oil. Proven track record of driving brand visibility, increasing sales, and fostering strong relationships with key retail partners such as Guardian, Watsons, Cold Storage and Fairprice, etc. Adept at analysing market trends and consumer behaviour to optimize marketing strategies and maximize ROI.

Overview

36
36
years of professional experience

Work History

Senior Trade Marketing Manager

Haw Par Healthcare Ltd
04.2005 - 11.2023
  • Developed and implemented comprehensive trade marketing plans for Singapore, resulting in a CARG of more than 10% over a period of 18 years
  • Led exclusive distributor of the cross-functional teams to execute promotional campaigns, including point-of-sale materials, displays, and digital assets, driving brand visibility and consumer engagement
  • Analysed sales data and market trends to identify opportunities for growth and optimize promotional activities, focused on improving ROI
  • Led distributor in executing new product launches
  • Managed trade spend budgets, ensuring alignment with company objectives and maximizing profitability.

Product Executive

Sime Darby Marketing
01.1994 - 03.2005
  • Led successful go-to-market campaigns that resulted in significant increases in sales volume and market penetration rates.
  • Worked closely with stakeholders on evolving strategy to meet market trends and shifts.
  • Successfully managed multiple projects in fast-paced environments through individual work and teamwork.
  • Expanded market share by identifying untapped opportunities and creating tailored marketing strategies.
  • Enhanced brand positioning by developing compelling value propositions that resonated with target audience segments.
  • Managed end-to-end product lifecycle, from conceptualization through launch and post-launch support.

Sales Executive

Boustead Marketing
01.1988 - 01.1993
  • Achieved sales goals and service targets by cultivating and securing new customer relationships.
  • Negotiated and closed profitable sales contracts with new and existing customers to increase loyalty and retention.
  • Established and maintained positive relationships with vendors to determine product availability and quality.
  • Boosted sales revenue by cultivating strong client relationships and implementing effective sales strategies.
  • Created and implemented successful sales campaigns to drive leads and increase sales.
  • Negotiated contract terms with clients, securing favorable conditions for both parties while maximizing profitability.
  • Developed sales strategy based on research of consumer buying trends and market conditions.
  • Participated in industry trade shows, representing the company professionally and generating valuable leads for future business growth.

Education

Skills

  • Strategic Planning
  • Trade Marketing Strategy Development
  • Key Account Management
  • Promotional Campaign Execution
  • Data Analysis and Market Research
  • Budget Management
  • Cross-functional Team Leadership
  • Negotiation Skills

Accomplishments

Received the "No. 1 Best Selling Brand” for leading category growth in Pharmacy channel for more than 10 years.

Personal Information

Date of Birth: 11/26/68

Hobbies

Enjoy spending time with loved ones and doing brisk walking to stay healthy 

Timeline

Senior Trade Marketing Manager

Haw Par Healthcare Ltd
04.2005 - 11.2023

Product Executive

Sime Darby Marketing
01.1994 - 03.2005

Sales Executive

Boustead Marketing
01.1988 - 01.1993

Similar Profiles

CREATE PROFILE
Linda Yip Poh Chee