Mei Lin Joanna Goh-Brennan
SIngapore
Summary
Proven SENIOR SALES AND BUSINESS DEVELOPMENT PROFESSIONAL with 15years EXPERIENCE | B2B & B2C | APAC Markets | Fintech | Real Estate | Payments | Banking | Luxury Retail - strong record in SALES ENABLEMENT, BUSINESS DEVELOPMENT and TEAM LEADERSHIP. Experienced SALES AND OPERATION TEAM MANAGER of Talent & Sales Development in ASIA. Exceptional CROSS-CULTURAL COMMUNICATION SKILLS, with strong interpersonal stakeholders and C- suite management abilities. Demonstrated BUSINESS ACUMEN and NEGOTIATION EXPERTISE, consistently winning new business and deepening client relationships. Collaborative and results-oriented TEAM PLAYER, adept at fostering cohesion through COURAGEOUS CONVERSATIONS and effective conflict resolution. Excellent CLIENT RELATIONSHIP MANAGEMENT, intrinsic EQ SKILLS, navigating complex client needs, building trust, loyalty across varies portfolio - Ultra High Net Worth, Strategic and Key accounts across different Industries.
Overview
21
21
years of professional experience
Work history
BUSINESS DEVELOPMENT MANAGER - ASSET FUNDS (B2B & B2C)
DECODE MARKETING PTE LTD
singapore
07.2023 - 06.2024
- Reported directly to the Director of Sales, Asia, with mandate to support fund marketing growth and secure direct client investments.
- Led consultative financial sales for asset funds, working closely with high-potential individual investors and partners across the region.
- Developed lead generation strategies, investor targeting, and market positioning for bespoke fund offerings.
- Regularly presented financial market insights and tailored investment pitches to clients in both Mandarin and English.
- Managed end-to-end client journeys-from initial interest to conversion and after-sales service-ensuring high levels of client satisfaction and retention.
- Supported investor engagement events, networking platforms, and outbound initiatives to increase visibility of fund offerings.
- Supported the China market, leveraging fluency in Mandarin to manage regional client relationships and ensure cultural alignment in servicing.
- Collaborated with senior management to align internal objectives with both new and existing partnerships, while engaging with founders, venture capitalists, and investors to secure fundings.
- Ensure commercial compliance across all client engagements and marketing operations.
- Build strong relationships with internal and external stakeholders, to influence and persuade decision-making to get buy-ins for Asia sales and marketing initiatives.
- Closed SGD300k In investment portfolio within first three months.
SENIOR BUSINESS DEVELOPMENT MANAGER, GLOBAL ACCOUNT MANAGEMENT - HYBRID (B2B & B2C)
2THE EXECUTIVE CENTRE
08.2021 - 01.2022
- Reported to the Managing Director (SG) and Sales Director (HK). Appointed as the first Senior BD hybrid manager in the Singapore market with regional remit across Asia.
- Managed regional portfolio of premium workspace solutions for enterprise clients, startups, and mobile professionals.
- Conducted in-depth market research on commercial real estate trends, pricing structures, and workspace innovation to sharpen sales positioning and evolving client's needs.
- Collaborated with internal teams to build Bespoke solutions for clients, enhancing retention and contract renewals for enterprise accounts.
- Created high-impact pitch decks, floor plan presentations, and pricing proposals to accelerate decision-making and contract closure.
- Proficiency in support channels (voice, email, chat) and tools such as Salesforce.
- Preparing Sales Pitch, Quotation and Contract agreements.
- Closed enterprise contract and surpassed revenue target during probation.
- First Hybrid Senior BD liaison, tasked to manage and customise workspace solution across local and regional.
- Collaborated with Internal Stakeholders to customise Enterprise quotations.
- Led enterprise onboarding, upsell, and contract renewal efforts-boosting regional retention.
STRATEGIC KEY RELATIONSHIP MANAGER, PAYMENTS - MERCHANT ACQUISITIONS (B2B)
CITIBANK SINGAPORE LIMITED
08.2015 - 03.2021
- Reported to the Sales Director of Merchant Business, Singapore.
- Accelerate growth in revenue and expansion of portfolio through strategic acquisitions, managing the full sales cycle.
- Managed Key portfolio: MNC - FMCG and High End Luxury Brand.
- Oversee pricing discussions, contract negotiations, and agreement finalisation.
- Worked with 3rd party vendors to facilitate and ensure smooth set up of credit card machines.
- Crisis management and service recovery during disruption due to sudden outage.
- Proficiency in support channels (voice, email, chat) and tools - JIRA and Salesforce.
- Collaborated across internal business units and technology partners to ensure seamless, end-to-end service delivery and operational alignment with client expectations.
- Managed seamless transition of merchant accounts, collaborating with acquiring partners to ensure successful migration to acquirer - WIRECARD Singapore.
- Acted as key intermediary between Citi's Legal and Risk teams and acquirer - WIRECARD Singapore to validate and align merchant migration contracts with legal and regulatory standards before finalisation.
- Developing strong rapport with key and strategic stakeholders - resulting in high employee engagement and talent retention till ceased of business in 2021.
RELATIONSHIP MANAGER, ULTIMA CARD - UHNW (B2C)
CITIBANK (SINGAPORE) LIMITED
10.2010 - 08.2015
- Report to VP of Sales.
- Lead acquisition and engagement of new-to-bank HNW and affluent clients, strategically targeting individuals with strong potential for Wealth Management and Priority Banking conversion.
- Engage and convert affluent clients via personalised needs-based discussions, aligning wealth onboarding with credit card privileges to support broader banking relationships.
- Build strong internal partnerships across Client Acquisition, Wealth, Insurance, and Compliance teams, ensuring seamless delivery and governance of onboarding, product fulfilment, and external ecosystem partners to ensure seamless client onboarding and satisfaction.
- Acted as primary escalation point for high-value corporate clients, providing professional advisory, resolving service discrepancies, and ensuring fast, accurate resolution of complex transaction-related issues.
- Delivered exceptional client servicing standards, strengthening long-term relationships by handling enquiries, complaints, incidents, and post-transaction support with a service recovery mindset.
- Ensured full adherence to client-specific Service Level Agreements (SLAs), while maintaining internal service KPIs and tracking metrics through CRM platforms and regulatory guidelines (CDD/KYC, suitability checks, product governance).
- Responsible for creating a professional, client-first image of the bank in all client touch points - written, verbal, and in-person.
- Participated in service review meetings, contributing insights and recommendations to improve processes, enhance the client experience, and ensure alignment between frontline teams and client servicing goals.
- Handled service recovery with urgency and professionalism, ensuring client satisfaction and loyalty post-incident.
- Engage with affluent and mass-market clients to facilitate Priority Sign Up requests.
- Working on Networking event, campaigns and roadshows with internal team.
- Conduct regular market updates and follow-up activities with targeted customer groups to enhance product differentiation and maintain a competitive edge.
- Successfully cross-sell and upsell alternative banking products and services, expanding the client base to off shore & Private banking AUM growth.
- Contributed to the relaunch of Citibank Singapore's most prestigious card - ULTIMA and the success of key business initiatives - including the Premier Miles CARD.
- End-to-end Life sales cycle of an ULTIMA card deal, from prospecting to closure, culminating in a record-setting single transaction exceeding S$2 million, highest ever in Citibank's card history during tenure.
HEAD OF SALES AND OPERATIONS - LUXURY RETAIL (B2C)
CAMARGUE MEN
10.2003 - 09.2010
- Report to the Founder of both brands.
- Strategic Store Leadership: Spearheaded end-to-end retail operations across both brands, ensuring seamless day-to-day management and elevated customer experience aligned with luxury standards.
- P&L Accountability: Drove commercial performance, optimised sales revenue, and managed profit & loss to exceed business targets.
- Team Leadership & Development: Recruited, coached, and retained high-performing teams; minimised staff turnover and absenteeism through strong engagement and succession planning.
- KPI & Performance Management: Mentored Sales Consultants and Store Managers to consistently surpass KPIs, with regular performance reviews to track and elevate productivity.
- Merchandising & Buying Strategy: Led seasonal buying, trend forecasting, vendor negotiations, and category planning to align with brand vision and consumer insights.
- Inventory & Demand Planning: Oversaw stock optimisation and sell-through by aligning inventory with market demand, trend shifts, and consumer behaviour.
- Operational Excellence: Maintained SOP compliance across all touchpoint -grooming, service standards, and store presentation-ensuring consistency in luxury service delivery.
- Responsible for the overall store management by efficiently leading a team and ensure smooth operations to optimise sales, profit and loss and deliver outstanding customer service.
- Successfully spearheaded Retail expansion, growing the business from 01 boutique to a chain of 05 boutiques in the Orchard shopping belt.
- Driving year-on-year sales growth.
- Building Customer Loyalty and trust.
- Plan and managed the entire logistic of a Close door private event for a socialite - curating exclusive buying around the special event.
Education
Advance Certificate - Digital Retail (Marketing)
TEMBUSU Institute
Designing Financial Services - Web 3.0
AIDF NUS
Edward De Bono's Six Thinking Hats methods - undefined
Expanding your Influence - Understanding the Psychology of Persuasion
Managing upset customers constructively - learning from service breakdowns
Negotiating in Business Mandarin - undefined
Skills
- UHNW/HNW Client Relationship Management
- Client Acquisition & Onboarding
- Affluent & Mass Market Segmentation Strategy
- End-to-End Sales cycle
- Client Servicing & Escalation Handling
- Complaint Resolution & Service Recovery
- Cross-Functional Deal Team Coordination
- Networking
- Campaigns & Affluent Event Engagement
- Lead generation
- Cross-Selling & Upselling
- B2B / B2C Consultative Sales
- Client Retention
- Stakeholder Engagement - C-Level & Founders
- APAC Sales Operations & Expansion
- Sales Acquisition
- Execution & Strategic Thinking
- Commercial Real Estate Solutions
- Global & Cross-Cultural Business Communication
- Sales Team Leadership
- Coaching & Performance Optimisation
- Business Development Strategy
- Execute Market Insight & Opportunity Spotting
- Solution Selling
- Pitching & Contract Finalisation
- Salesforce
- JIRA
- CRM Proficiency
Custom
Available upon request
Timeline
BUSINESS DEVELOPMENT MANAGER - ASSET FUNDS (B2B & B2C)
DECODE MARKETING PTE LTD
07.2023 - 06.2024
SENIOR BUSINESS DEVELOPMENT MANAGER, GLOBAL ACCOUNT MANAGEMENT - HYBRID (B2B & B2C)
2THE EXECUTIVE CENTRE
08.2021 - 01.2022
STRATEGIC KEY RELATIONSHIP MANAGER, PAYMENTS - MERCHANT ACQUISITIONS (B2B)
CITIBANK SINGAPORE LIMITED
08.2015 - 03.2021
RELATIONSHIP MANAGER, ULTIMA CARD - UHNW (B2C)
CITIBANK (SINGAPORE) LIMITED
10.2010 - 08.2015
HEAD OF SALES AND OPERATIONS - LUXURY RETAIL (B2C)
CAMARGUE MEN
10.2003 - 09.2010
Advance Certificate - Digital Retail (Marketing)
TEMBUSU Institute
Designing Financial Services - Web 3.0
AIDF NUS