Summary
Overview
Work History
Education
Skills
Additional Information
Top Skills
Personal Particulars
Professional Course
Timeline
Generic

Sing Yee Er

Singapore

Summary

Experienced Sales and Product Team Lead with a passion for driving product growth, customer acquisition, and revenue. Proven track record in developing sales strategies that align with organizational goals, improve customer satisfaction, and launch innovative products. Skilled in collaborating with stakeholders and making data-driven decisions to deliver exceptional results. Eager to expand expertise and contribute to areas that resonate with my personality while furthering professional growth.

Overview

18
18
years of professional experience
2012
2012
years of post-secondary education
2
2
Languages

Work History

Team Lead

Changi Travel Services Pte Ltd
06.2023 - Current
  • Lead a cross-functional team of 4 members across product, operations, marketing and sales to launch Prepaid services, resulting in +21% revenue growth.
  • Oversaw the sales team, providing coaching and settling KPIs, resulting in an 15% increase in sales and improved team performance.
  • Developed and executed go-to-market strategies for new product offering, contributing to an 34% increase in market share at the airport.
  • Implemented CRM workflow optimizations, improving pipeline visibility and accuracy by 30%.
  • Spearhead commercial and operational management of Changi Mobile which include end-to-end ownership of the P&L and the negotiation on the wholesale revenue.
  • Defined product roadmaps and aligned them with customer needs, business goals and market trends, ensuring alignment across teams.
  • Collaborated with the executive team to identify growth opportunities and refine product-market fit.
  • Project management of key projects within the department and coordinate with relevant departments in developing specifications and manage implementation process.
  • Understand existing and new technical requirements from internal teams to gather scope and solution to meet the requirements.
  • Analysed market trends and competition activities, adjusting marketing tactics to optimize results and maintain a competitive edge.
  • Established and tracked key performance for both marketing and sales teams to ensure objectives were met and exceeded.
  • Created sales enablement materials, including product brochures and case studies to increase the efficiency of the sales team.

Sales Director for Indirect Sales

StarHub Ltd
05.2016 - 06.2023
  • Reporting to the General Manger and responsible for the Indirect sales channel which comprises of StarHub Exclusive Partners, StarHub Outsource partners and Prepaid partners.
  • Business planning to ensure development and growth of key accounts.
  • Expand distribution points by identifying local and/or overseas business opportunities.
  • Ensure alignment between commercial, marketing, product and finance to offer the best possible representation and service to end customers.
  • Ensure customer service surveys are overachieved.
  • Plan and execute key channel activities with the AMs in charge of their respective accounts in terms of product awareness, mind share and sales leads generation.
  • Guide and lead the Account managers to ensure they have clear direction, are motivated and being consistently developed and up skilled.
  • Ensure all the channel branding visibility, product availability, touchpoint and promotion are covered.
  • Keep up to date with competitors' activities and initiatives for timely reaction.
  • Analyse consumer and customer buying and usage behaviours as well as trends, identifying opportunities for optimizing strategies and plans to support the needed channels.
  • Managed individual retail channel trade spending to ensure spending is below or within budget.
  • Analysing all the retail channels to know how each channel behaves, their needs and wants, in order to customize an effective promotion or campaign.
  • Working with internal legal and regulator to ensure all the procedures and requirements are according to Singapore's IDA regulation.
  • Working closely with product and marketing in implementing of customer and consumer centric plans including integrated e-commerce content strategy, commercial programs and operations aiming to accelerate engagement of customers and consumers, grow the brand and business efficiently.
  • Spearheaded RPA (Robotic process automation) to streamline internal process and improve workflow.
  • Prepare weekly dashboard and reports on financial performance, marketing and forecast.
  • Reduced channel costing by negotiating pricing and fees, while ensuring the continuation and enhancements of services.

Regional Sales Manager for Pet Division, Rest of Asia

Spectrum Brands Singapore Pte Ltd
02.2015 - 04.2016
  • Responsible for the Specialty Pet Supplies division with brands including Tetra (Fish Food, Care and Equipment), 8IN1 (DINGO: Treats & Snacks, Perfect Coats: Shampoos and Conditioners, Nature’s Miracle: Stain & Odor Removers, Excel: Dietary supplements) and FURminator (Shedding solutions, grooming tools and Grooming solutions).
  • Responsible for the development and performance of all sales activities in assigned markets such as Singapore, Malaysia, Thailand, Vietnam, Brunei, Philippines, Indonesia, Korea, Taiwan and India.
  • Maintains and building rapport with key customers (distributors).
  • Working closely with the logistics team on operations and customer service on order processing to ensure timely delivery.
  • Responsible for the region’s forecasting and sales tracking.
  • Working closely with HQ regulatory team to ensure all the regulations required by the country have been adhered to.
  • Analyze the top SKUs volume and value, including the whole year product pipelines to then propose an effective marketing plan for the region.
  • Evaluate market trends and gather competitive information, identify trends that affect current and future growth of regional sales and profitability. Disseminate information to appointed distributors for individual country.
  • Designs and recommends sales programs and sets short and long-term sales strategies.
  • Evaluates and implements appropriate new sales techniques to increase sales volume.
  • Work closely with marketing to grow brand visibility and create more brand awareness.
  • Working closely with distributors in all matters to ensure a smooth sell in and healthy sell out to maintain long-term partnership.
  • Identifying and analyzing the potential distributors for the unpenetrated market.
  • Plan and execute price list, rebate agreement and sales contract.
  • Attend all the major trade shows and events for all the Pet businesses.

Sales Manager for Domestic and Regional

GP Batteries Marketing (S) Pte Ltd
11.2014 - 01.2015

Assistant Sales Manager for Domestic and Regional

GP Batteries Marketing (S) Pte Ltd
04.2013 - 10.2013
  • Working closely with direct reporting, Consumer director to assess and propose going forward strategies for business growth.
  • Accelerated yearly sale budget for local (Modern Trade: NTUC FairPrice, Giant, Cold Storage, 7-11, Guardian, Sheng Siong, Prime Supermarket, CK departmental Challenger, Harvey Norman, Popular, Home Fix, NuBox, Newstead, General Trade: Wholesalers and Mom and Pop stores, Institutional: ST Logistics, Rentokil, Ingram Micro, Schools) regional with more than 100% growth.
  • Oversea local and regional sales and profitability of individual product group.
  • Demonstrated ability to achieve sales plans.
  • Planned and produced sales strategies and lead nationwide personnel (Operations and marketing) towards the achievement of sales objectives.
  • Providing sales management, budget control and incentive planning.
  • Providing Sales and Marketing division with business and sales review, put forth recommendations for improvement formulate and execute effective strategies.
  • Able to establish effective and positive working relationships and collaborations with both internal divisions (Finance, Customer Service, Warehouse, etc) and external.
  • Proactively identifying changes to develop and modify strategies and tactics accordingly.
  • Leading the Sales merchandisers, Marketing executive, inclusive of managing performance, coaching and mentoring.
  • Knowledge of shipping and export compliance requirements and constraints with APAC regional.
  • Accomplishes sales and organization mission by completing related results as needed.

Senior Sales & Marketing Executive (For local and regional)

GP Batteries Marketing (S) Pte Ltd
04.2012 - 03.2013
  • Responsible for all brand development activities for Southeast Asia (Mainland and Island); constantly drive brand alignment while under specific needs in each market.
  • Identifying opportunities and recommending strategies to develop and growing emerging countries.
  • Explore regional business opportunities by analyzing potential country’s market and trend.
  • Managing the local sales and marketing through effective communication to drive sales and marketing activities nationwide across all product segments.
  • Managing, developing, and expanding key accounts cut across all channels for local and regional to ensure sales and revenue objectives are met, identifying new customer opportunities.
  • Developing and executing specific sales and marketing strategies that lead to an untapped country been opened and increased revenue.
  • Plan the local sales mechanics of individual key accounts and maintaining good working relationship with local key account holders.
  • Acting as the first point of contact for all product, marketing and service-related matters for regional distributors.
  • Identifying local and regional distributor’s needs and market’s needs and working out solutions that best meet those requirements.
  • Introducing new categories for market penetration and developing its business successfully.
  • Pioneered and championed GP new product range: GP portable Power Bank Chargers for all SMART Phones and tables.
  • Gathering of market intelligence on competitor’s product, analyzing competitor landscape, market potential/trends, competitive development and thereafter launching this range of product.
  • Provide Product training and product advisory to our internal and external local and regional customers and distributors.
  • Conduct and attend weekly sales meetings to ensure all the issues and concerns are addressed and that everything is in place as the way it is planned.
  • Reporting local and regional situation, sales result, activities, competitor’s situation and etc.
  • Manage forecast, sell-through, inventory, marketing strategies with distributors and coordinate logistics related matters.
  • Equipped with negotiation skills.

Senior Marketing Executive (For local)

GP Batteries Marketing (S) Pte Ltd
05.2011 - 03.2012
  • Responsible for local communications matters related to marketing, product, packaging and retail.
  • Championed, develop and execute marketing plans inclusive of advertising & promotions strategies for company.
  • Involved and part of GP Rechargeable, ReCyko+ TVC ad which won in the “Best use of Postproduction” category by The Marketing Magazine’s Agency in year 2012.
  • Developing and executing marketing programs and initiatives in support of the business unit objectives via marketing collateral, trade activities etc.
  • Liaise with internal divisions and other external vendors in the development, execution and delivery of marketing resources and tools.
  • Managed the whole GP Batteries category including, plan-o-gram, provide POS materials, below-the-line supports and other collaterals to improve the brand image, achieve in-store visibility and drive sales.
  • Work closely with sales team to ensure strong implementation and execution of trade programs and brand activation activities.
  • Conceptualize and implement marketing programs to increase brand awareness and sales revenue.
  • Analyze post program sales performance data and develop innovative business solutions.
  • Identifying and developing potential business opportunities.
  • Monitor and manage day-to-day inventory.
  • Costing, Pricing Analysis, Administration and reporting.
  • Visual merchandising and Samples management.

Senior Marketing Executive

Kansai Paint (Singapore) Pte Ltd
09.2010 - 04.2011
  • Developing and implementing creative marketing strategies that will make an impact, support the brand and drive sales and online traffic.
  • Managing the marketing budget on a day-to-day basis.
  • Producing innovative and cost-effective promotions both in print and online.
  • Established Kansai Paint brand positioning in Singapore, followed by design and execution of advertising strategy.
  • Developing and maximizing third party relationships to deliver on brand objectives and strategies.
  • Expanded dealers and first-time painting such as new construction market to capture incremental growth and market share.
  • Assisting in all marketing and promotion activities and sourcing of corporate premiums.
  • Enhanced company web presence and identifying opportunities for strategic partnerships with other companies.
  • Develop strategic relations to secure sponsorship to assist with the publicity and funding of marketing projects.
  • Provided creative oversight for content of website and standardized advertising to ensure delivery of key messages; produced brand standards manual including print and web content standards and logo positioning requirements.
  • Handle social media such as Facebook by updating latest news, promotion and activities.
  • Evaluate the color trend and conceptualize the development of creative of Color Consultant Handbook, Trade brochures and other ad-hoc campaigns.
  • Develop and launch color collaterals that meet the local color need.
  • Providing Color Preview Service for Project Segments.

Merchandising Executive

Energizer (Singapore) Pte Limited
05.2008 - 09.2010
  • Collaborated with a regional marketing team to design and implement entire brand and product-development process, which involved re-examining batteries needs of consumers; forming various hypotheses through focus groups; as well as testing packaging graphics, size and shape.
  • Managed local brands, Energizer and Eveready including, plan-o-gramming, re-positing, provide POS materials, below-the-line supports and other collaterals in accordance with the brand image.
  • Constantly updates of materials deployed out in the market so that they remain relevant and effective.
  • Launched shopper-based solution through plan-o-gramming in Carrefour and Diary Farm group to grow batteries categories.
  • Work closely with sales teams to drive products sales through implementation of in-store or category management projects.
  • Analysis of scan data from key accounts as and when available followed by presentation of findings and recommendations for growing battery sales.
  • Implementing and oversea set-up of merchandising units by redesigning its graphics with its updated positioning, resulting in significant volume increase and long-term brand growth.
  • Identified and developed potential business opportunities for the specialty batteries markets.
  • Plan merchandising and marketing strategies for business growth and negotiate with customers, affiliates, and suppliers on price, quantity.
  • Involved in inventory planning, product pricing, sales analysis and trade presentations, as well as monitoring the sales volumes and values for the specialty batteries market.
  • Standardized advertising to ensure delivery of key messages; produced brand standards manual including print and logo positioning requirements.

Visual Merchandiser

The Body Shop International (Asia Pacific) Pte Limited
01.2008 - 05.2008
  • Responsible for the ownership of all the aspects of the Visual Merchandise program in the allotted regional outlets.
  • Timely delivery of all merchandise to assigned regional outlets and improve in-store displays.
  • Support the region VM department with the entire layout of the events pack, plan-o-gramme and events set-up.
  • Responsibilities also include market research and propose designs for new season and get it approves.
  • Developed and executed a high standard of creative yet commercial execution of all windows or promotional launches.

Education

Bachelor of Science - Business Studies, Marketing

Singapore University of Social Sciences

Diploma in Communications Design - Art & Design, Communications Design

Lasalle-SIA

"O" Level - undefined

Queenstown Secondary School

PSLE - undefined

Bukit Panjang Primary School

Skills

  • Proficient in MS Office

Adobe Suite

Operational efficiency management

Client-centric approach

Compliance management

Strong attention to detail

Strategic planning

Data-driven decision making

Budget management

Cross-functional teamwork

Multitasking Abilities

Adaptability to change

Additional Information

To be able to contribute to what I have learnt over the years and continue to venture out areas that is close to my personality and grow professionally., Creative and resourceful, Leadership charisma, Excellent skills in communication and interpersonal skills, Dynamic team player, Sense of responsibility, Able to work independently as well as in a team, cross-functionally, build strong relationships and cross-culturally, Able to work in a fast-paced environment, Positive attitude towards challenges, Highly motivated and driven, with strong desire to excel, Excellent cross-cultural communication skills, Able to take ownership of the designated position and demonstrate a commitment to success, Possess a high-energy level, A very hands-on and roll-up sleeves person, Exceptional relationship management and negotiation skills, High personal standards for the quality of execution, Strong numeracy and analytical abilities, Track record of building brands, delivering profitable, accelerated growth and meeting yearly sales budget for both local and regional market. Proven ability to manage key accounts, wholesalers and distributor relationships and large-scale projects. Ability to assess the current strategy and looking for ways to improve it, by tracking industry trends, scenario planning, SWOT analysis and the research skills to understand the situation in depth then set up a differentiated model to reach out to the target customer segment, create new opportunities to innovate the business and make the cost effective (Shifting from traditional to Digitalization)., 2 months

Top Skills

  • MS Office, >5, Advanced
  • Adobe Illustrator, >5, Advanced
  • Adobe Photoshop, >5, Advanced
  • Macromedia Freehand, >5, Advanced
  • Adobe In-design, >5, Advanced
  • SAP, 4, Intermediate
  • Enterprise, 4, Intermediate
  • Macromedia Dreamweaver, 4, Intermediate
  • Photography, 4, Intermediate
  • Macromedia Director, 3, Beginner
  • Macromedia Flash, 3, Beginner
  • Adobe After Effect, 1, Beginner
  • JDE, 1, Beginner

Personal Particulars

42, 12/23/83, Singapore, Female, S8340429I

Professional Course

Squared online: Digital Marketing Leadership course, 10/12/20, 04/05/21

Timeline

Team Lead

Changi Travel Services Pte Ltd
06.2023 - Current

Sales Director for Indirect Sales

StarHub Ltd
05.2016 - 06.2023

Regional Sales Manager for Pet Division, Rest of Asia

Spectrum Brands Singapore Pte Ltd
02.2015 - 04.2016

Sales Manager for Domestic and Regional

GP Batteries Marketing (S) Pte Ltd
11.2014 - 01.2015

Assistant Sales Manager for Domestic and Regional

GP Batteries Marketing (S) Pte Ltd
04.2013 - 10.2013

Senior Sales & Marketing Executive (For local and regional)

GP Batteries Marketing (S) Pte Ltd
04.2012 - 03.2013

Senior Marketing Executive (For local)

GP Batteries Marketing (S) Pte Ltd
05.2011 - 03.2012

Senior Marketing Executive

Kansai Paint (Singapore) Pte Ltd
09.2010 - 04.2011

Merchandising Executive

Energizer (Singapore) Pte Limited
05.2008 - 09.2010

Visual Merchandiser

The Body Shop International (Asia Pacific) Pte Limited
01.2008 - 05.2008

Diploma in Communications Design - Art & Design, Communications Design

Lasalle-SIA

"O" Level - undefined

Queenstown Secondary School

PSLE - undefined

Bukit Panjang Primary School

Bachelor of Science - Business Studies, Marketing

Singapore University of Social Sciences

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Sing Yee Er