Sin Yue Hazel LIM

1. Strategic Review & Market Analysis

Objective: Identify growth opportunities through data-driven insights via power BI

Actions:

• Category Share Analysis – Analyzed market trends to identify new opportunities, adjusting marketing plans accordingly for maximum effectiveness such as the requirement of Halal certification
• Market Mapping – Segment markets to prioritize high-opportunity areas
• SWOT/PESTLE – Evaluate internal/external factors impacting performance such as the influx of China brand solution

2. Collaboration with SEA Segment Market Lead

Objective: Align regional efforts for maximum impact

Deliverables:

• Training Programs – Upskill teams on market trends and product differentiation
• Marketing Campaigns – Leverage insights from market mapping to tailor messaging for countries with high global burden disease such as TB, sepsis and AMR

3. Cross-Functional Stakeholder Management

Objective: Ensure seamless execution across departments

Key Partnerships:

• SCM – Guarantee shelf-life compliance for culture media and instrument allocation
• Quality – Streamline complaint resolution by coordinating affected lots to be sent for investigation
• Finance – Track KPIs (revenue & profitability) and adjust strategies to meet targets

4. "All-Win Mindset" Execution

Objective: Foster synergy across teams for shared success to meet sales budget

Tactics:

• Incentive Alignment – Tie KPIs for collaborative outcomes and common goals.

5. Outside-In Innovation

Objective: Stay ahead via external trends and partnerships

Focus Areas:

• Health Informatics – Middleware for rule customization to enable auto result verification (No growth)
• Total Lab Automation – Advocate for scalable solutions to streamline and support standardization of workflow
• Diagnostic Solutions – Explore bundled offerings for sticky customer relationships via integrated reportable platform

1. Post-COVID Sales Growth Plan

Goal: Exceed pre-pandemic sales revenue by 20%

Strategies:

• Upsell Automation – Target existing customers with modular upgrades with pent-up demand.
• Support Affiliates – Co-funded CKD events and seminars.

2. Webinar Coordination for Engagement & Awareness

Objective: Position your brand as a thought leader while nurturing leads.

Actions:

• Promotion – Use LinkedIn, email blast, and local association to drive registrations.
• Post-Webinar – Share recordings with leads, follow up with a survey, and tag attendees for future events.
• Metric: Attendance rate → MQL to SQL conversion rate.

3. Data-Driven Product Launch Prioritization

Goal: Maximize launch success by sequencing markets strategically.

Business Case Framework:

• Market Potential – Size, growth rate, and demand gaps via collected data insights
• Competitive Landscape – Competitor density and differentiation opportunities.
• Operational Readiness – Launches in phases dependent on affiliate maturity, market demand and regulatory hurdle such as IVDD to IVDR.

4.Affiliate Workshops for Scalable Success

Goal: Sharing best practices and countermeasures

Workshop Design:

• Peer Learning – Top-performing affiliates sharing successful case studies
• Feedback Loop – Post-workshop survey to refine support and resources needed.

1. Sales Analysis & Buying Cycle Optimization

Goal: Align action plan with revenue-driving behaviors.

Actions:

• Instrument vs. Reagent Sales Trends – Identify mismatches such as low reagent sales and create action plans
• Buying Cycle Mapping – Track decision-making timelines to time customer engagement activity

Tool: CRM (Salesforce) + Power BI dashboards to visualize trends.

2. Market Mapping for Precision Targeting

Goal: Focus resources on low hanging fruits

Framework:

• Segmentation – Prioritize niches (blue ocean)
• Prospect Scoring – Tier leads by strategic fit.
• Output: Heatmap of SEA markets by opportunity size and ease of conversion

3.Strategic Product Marketing for Innovation

Challenge: Customers may not understand the value of innovative solution

Solutions:

• Educational Animation – Simplified value proposition. See youtube video created: https://www.youtube.com/watch?v=D8vKm3kWJK0

Approach:

1. Strategic Engagement with GKAs Approach:

Objective: Position your company as a trusted partner in innovative microbiology solutions.

• Evidence based studies: Proposed evaluation to demonstrate savings in time and cost to strategic partners.

2.Pilot Programs with Early Adopters:

• Offer beta testing sites of new solutions to strategic key accounts, with success metrics tied to preferably a shorter TAT

3.Leveraging Past Success for Future Growth

• SG won the Country of the Year 2017 in ASEAN & ASPAC category due to outstanding sales growth. To reinforce regional expertise and execution credibility with proven results

1.New Account Development via Method Comparison & Validation Tactics:

Goal: Replace end-users’ legacy methods (e.g., pour plates, MPN) with 3M solutions (Petrifilm, rapid detection).

• Targeted Outreach :Won SGS project with Petri Film technical evaluation worth SGD$50K

2. Double Down on Food Safety Growth, 50% increase in sales revenue

Segment Focus - pipeline expansion

• Dairy/Beverages: Push for yeast/mold testing solutions.
• Ready-to-Eat Meals: Promote Listeria/E. coli rapid detection.

Promotional Campaigns:

• “Switch & Save” limited-time offers for labs transitioning from traditional methods.

Channel Partnerships:

• Collaborate with distributors to offer training + trial kits.

1. Microbial Identification & Laboratory Operations

• Perform microbial ID using VITEK 2 and MIDI (fatty acid profiling), ensuring accurate organism identification
• Conduct Growth Promotion Testing (GPT) on culture media per USP/EP.
• Lead IQ/OQ for Environmental Monitoring Systems (EMS) with qualification timely closed with no reported events.

2. Quality Investigations & Compliance

• Subject Matter Expert (SME) for Trackwise: Own deviation/CAPA workflows for upstream (API) and downstream (secondary) processes.
• Investigate process deviations, lab OOS/OOT results, and customer complaints; determine root causes via Failure Mode and Effects Analysis (FMEA) and Fishbone diagrams.
• Review batch records (SAP-derived data), manufacturing logs, and Annual Product Reviews (APR) for compliance.
• Perform GMP audits of manufacturing/production areas; suggest continuous improvements (CI).

3. Cross-Functional Leadership

• Partner with process teams to challenge investigation reports, verify CAPA effectiveness, and ensure timely closure.
• Audit readiness: Support regulatory inspections (FDA, EMA) as resource room helper; compile KPIs/scorecards.
• Train staff on GDP/GMP, Trackwise usage, and microbial testing protocols.

1. Market Expansion & Leadership

• Spearheaded Singapore operations setup, including local partnerships, and go-to-market strategies.
• Positioned the company as a preferred vendor for water testing by addressing PUB’s needs for coliform rapid detection

2. Technical Solutions Development

• Conducted method comparisons/validations to replace legacy techniques , reducing turnaround time significantly.
• Designed training programs for NTU researchers on advanced microbial detection tools for environmental testing

1. Microbiological Testing

• Perform isolation, identification (biochemical/molecular methods), and antimicrobial susceptibility testing (AST) of clinical pathogens
• Prepare and standardize reagents, media, and controls; maintain sourcing databases for traceability.

2. Quality Systems & Compliance

• ISO 9000 & CAP : Pass Proficiency testing
• Ensure adherence to CLSI and internal protocols for result reporting

3. Knowledge Sharing & Collaboration

• Deliver CME presentations to colleagues on pathogen trends and lab best practices.
• Train junior staff on aseptic techniques, data documentation (GDP) and specimen processing

Rotated across three critical lab sections, ensuring seamless workflow and compliance with GLP standards:

• Microbiology: Performed Gram staining, blood cultures, pathogen isolation (bacterial/virological), and bacteria identification
• Blood Bank: Conducted ABO/Rh typing test and cross matching.
• Clinical Chemistry: Operated immunoassay automated analyzers