Vivian Koo Hui Fern
Dedicated professional with expertise in business growth, team collaboration, and executive support
Summary
Results-oriented professional with over 20 years of experience in sales, business development, sustainable packaging fast moving consumable products in the manufacturing industry, combined with extensive expertise in large-scale B2B and B2G exhibitions within the aerospace sector. Demonstrated ability to lead teams, drive results, and ensure operational excellence through effective collaboration and project management. Proven track record in managing multi-million-dollar revenues, from US$2.5M annual contracts to US$200K monthly pipelines, by harnessing strategic partnerships, key account management, and persuasive client engagement. Recognised for combining commercial acumen with executive-level support, including board liaison, international travel, confidential communications, and organisational coordination. Highly adept at driving growth in dynamic, fast-paced markets while ensuring strategic alignment and seamless execution across both business development and executive functions.
Overview
20
20
years of professional experience
Work History
Event Director
PTE Asia
03.2025 - Current
- Company Overview: https://pte-asia.com - Events & Exhibitions
- Appointed to lead the launch of PTE Asia 2026 at Marina Bay Sands, a strategic regional extension of the world’s leading airport terminal event brand.
- Accountable for full P&L ownership, business planning, and delivery of commercial KPIs across exhibition, sponsorship, and brand partnerships.
- Direct and manage all Asian sales activities, including recruitment and performance of regional sales agents, exhibitor rebooking, and sponsorship activation.
- Forge high-level relationships with airport operators, regulators, industry associations, and media to ensure event authority, market relevance, and sustainable growth.
- Oversee event strategy including floorplan design, exhibitor mix, marketing alignment, and value-driven sponsorship offerings.
- Collaborate with global PTE leadership to ensure brand cohesion and maximise international participation from bellwether players and national pavilions.
- Provide cross-functional leadership across operations, production, sales, and marketing to ensure seamless project execution from launch to delivery.
Sales Director
Bali Airshow
08.2023 - 02.2025
- Company Overview: https://www.baliairshow.com/- Events & Exhibitions
- Secure contracts for exhibition space, chalets and sponsorship to meet and exceed sales targets and other KPIs as defined by the management.
- Work closely with the Senior Director and marketing team to identify and develop innovative sales and marketing strategies to acquire new leads/sales opportunities to build sales pipeline, generate sales and grow customer base.
- Develop and implement sales plan strategies to expand market share and penetration of new market.
- Manage customer accounts payable and ensure on-time collection.
- Work closely with operations and projects and responsible for the exhibitors/sponsor’s on-site logistic management.
- Identify associations/government agencies for support.
- Assist in the project management of the event: 2-3 months before the event.
- Preparing Exhibitor Briefing.
- International Travelling – 20%.
Exhibition Manager
MMI Asia
05.2023 - 08.2023
- Company Overview: https://www.siww.com.sg/ - Events & Exhibitions
- Actively sell exhibition space and sponsorships to customers.
- Manage individual and a network of agent’s sales performance to meet targets.
- Manage revenue % costs to exceed budgeted profitability.
- Develop a sales strategy with the Group Exhibition Director and Marketing Manager to ensure maximum attendance and delegate revenue.
- Develop an operational strategy with the Group Exhibition Director to ensure maximum cost savings through alliances within the region.
- Liaise closely with conference contents to ensure consistency in event strategies.
- Manage project timelines to ensure that key milestones are met as planned.
- Provide monthly & quarterly reports to Group Exhibition Director and on occasion to senior management.
- Monitor competitive activities within the region.
- Assess opportunities for new business and acquisition opportunities within the region.
- Played a key role in supporting the successful implementation of Customer Relationship Management (CRM) systems.
- International Travelling – 10%.
Sales Director
Modellscape
01.2023 - 04.2023
- Company Overview: https://modellscape.com/ - Events & Brandings
- Develop and implement a comprehensive sales strategy to promote events and branding services to key target markets.
- Cultivate relationships with C-level executives, decision-makers, and key industry influences to drive new business opportunities.
- Identify, prospect and secure new business relationships for event planning and branding services.
- Act as the primary point of contact for clients, ensuring exceptional customer service, strategic guidance and timely follow-up.
- Collaborate with clients to understand their branding and event needs, offering tailored solutions that align with their objectives.
- Oversee the sales process for large-scale events, brand activations, trade shows and other marketing-driven experiences.
Senior Manager
Singapore Space & Technology Ltd
07.2021 - 01.2023
- Company Overview: https://www.space.org.sg/ - Events & Exhibitions
- Secure sponsorships for all SSTL’s projects including exhibitions/conferences to meet and exceed sales targets and other KPIs as defined by the management.
- Curate packages and pricing strategies across our product portfolio, including event sponsorship ensuring pricing is maximized.
- Identify and develop innovative sales strategies to acquire new leads/ sales opportunities to build sales pipeline, generate sales and grow customer base.
- Management of sales opportunities from lead generation to closure and long-term partnerships.
- Service and manage existing accounts and upsell to existing customers by identifying additional needs and developing appropriate sales strategy to meet their needs for commercial and government agencies.
- Develop and implement business plans to expand market share and penetration of new markets.
- Manage customer accounts payable and ensuring on-time collection.
- Create and update sales status reports including identified contacts, leads and confirmed sales.
- Create opportunity proposals for organization’s events.
- Work with colleagues from all teams to ensure we deliver opportunities that meet client needs.
- Submit timely weekly sales reports.
- Monitor customers' and competitors’ activities in the market and report important customer and competitor information to the management.
- Planning and Production of Events with timelines.
- Responsible for project management of the event; from planning to implementation (pre-show, at-show and post-show activities).
- Responsible for on-site logistics management.
- Supervision and management of the appointed contractors and vendors.
- Manage the registration system for pre and onsite registration of delegates and speakers.
- Supervise on-site decorations and signages, such as backdrops, banners, etc.
- Manage sponsorship fulfilment on-site.
- Coordinate the site visits.
- Managing VIPS (Commercial and Government).
- Managing exhibition participation & Travel plans for the organisation.
- Assist in preparing event-budget.
- International travelling: 5%.
Senior Manager
Singapore Space & Technology Ltd
07.2021 - 01.2023
- Company Overview: https://www.space.org.sg/ - Events & Exhibitions
- Secure sponsorships for all SSTL’s projects including exhibitions/conferences to meet and exceed sales targets and other KPIs as defined by the management.
- Curate packages and pricing strategies across our product portfolio, including event sponsorship ensuring pricing is maximized.
- Identify and develop innovative sales strategies to acquire new leads/ sales opportunities to build sales pipeline, generate sales and grow customer base.
- Management of sales opportunities from lead generation to closure and long-term partnerships.
- Service and manage existing accounts and upsell to existing customers by identifying additional needs and developing appropriate sales strategy to meet their needs for commercial and government agencies.
- Develop and implement business plans to expand market share and penetration of new markets.
- Manage customer accounts payable and ensuring on-time collection.
- Create and update sales status reports including identified contacts, leads and confirmed sales.
- Create opportunity proposals for organization’s events.
- Work with colleagues from all teams to ensure we deliver opportunities that meet client needs.
- Submit timely weekly sales reports.
- Monitor customers' and competitors’ activities in the market and report important customer and competitor information to the management.
- Planning and Production of Events with timelines.
- Responsible for project management of the event; from planning to implementation (pre-show, at-show and post-show activities).
- Responsible for on-site logistics management.
- Supervision and management of the appointed contractors and vendors.
- Manage the registration system for pre and onsite registration of delegates and speakers.
- Supervise on-site decorations and signages, such as backdrops, banners, etc.
- Manage sponsorship fulfilment on-site.
- Coordinate the site visits.
- Managing VIPS (Commercial and Government).
- Managing exhibition participation & Travel plans for the organisation.
- Assist in preparing event-budget.
- International travelling: 5%.
Corporate Planning - Manager
AMB Packaging Pte Ltd
08.2020 - 06.2021
- Company Overview: www.ambpackaging.com.sg - Sustainable Packaging
- Development and implementation of growth strategies and plans for best strategic and financial outcome for the company.
- Key accounts – Strategic account management.
- Exploring potential business opportunities in local and export market.
- Budget reconciliation.
Business Development Manager II (Senior)
VLV Consulting Pte Ltd
08.2017 - 07.2020
- Company Overview: www.rypax.com – Sustainable Packaging HQ – Wing Fat Printing (HK)
- Managing key accounts and achieving sales targets that are set by the company.
- Locating and exploring potential business opportunities such as through participation in industry events or shows.
- Screening potential international business opportunities by analyzing market strategies and deal requirements while resolving internal priorities and proposing to management.
- Closing business deals by coordinating requirements, developing and negotiating contracts and integrating contract requirements with business operations.
- Identifying trendsetter ideas by researching industry and related events, publications and announcements and monitoring competitor activities.
- Managing exhibition participation & Travel plans for the organization.
- Played a key role in supporting the successful implementation of CRM.
- International travelling: 40-70%.
Business Development Manager (Key Accounts and New Sales)
Pacific World Meetings and Events Pte Ltd/Destination Services Pte Ltd
08.2016 - 03.2017
- Company Overview: www.pacificworld.com - Events
- Responsible for commercial strategy meetings, as well as events and revenue goals.
- Worked closely with the Senior Director on the company’s 5-year commercial plan.
- Communicated commercial plans to operations teams and point of contact to update Heads of Department, Board etc.
- Gathered marketing intelligence to develop the company’s competitiveness.
- Led in presentations, RFIs, RFPs and client negotiations.
- International travelling: 15-20%.
- Developed marketing plan and Coordinated with the global marketing team.
- Travel to attend global networking events and conferences.
Senior Project Manager & Marketing
Singapore Exhibition Services
10.2015 - 01.2016
- Company Overview: www.sesallworld.com - Exhibitions
- Coordinated major conferences, such as CommunicAsia (Singapore) CommunicIndonesia and Communicast Myanmar.
- Managed floor plan, space allocation, sales budgets and achieved exhibition & sponsorship sales targets and Liaised with Overseas Exhibition Services (OES) for European agents’ requirement requirements for exhibition space.
- Ensured timely return of contracts, deposits and payments.
- Managed exhibitions on-site, coordinating with all departments and ensuring smooth running of all events.
- Key account management like Microsoft, Huawei, generating new sales and implementation of Smart Pavilion.
- International travelling: 10-15%.
Senior Sales Manager, Aerospace & Defence Group
Experia Events Pte Ltd
03.2011 - 09.2015
- Company Overview: www.experiaevents.com – Events & Exhibitions
- In charge of exhibition sales and corporate sponsorship in the assigned territories of Australia, Brazil, Canada, China/HK, India, Korea, Mexico, New Zealand, Russia, Africa, the USA and implementation of new project : Green Pavilion.
- Key accounts management included Boeing, Honeywell, Embraer, COMAC, IRKUT and IAI.
- Attended global and regional networking events and conferences, including majors such as Farnborough Airshow, Paris Airshow, China Aviation Expo and others.
- Developed and implemented business plans for assigned territories/key accounts to expand market share and penetrate of new markets.
- Assisted in the overall management of events, from planning to implementation.
- Managed VIPs (Government and Commercial) and the event’s “The Exhibitor Club” for the entire exhibition period.
- International travelling: 15-20%.
- Sales Manager, Aerospace & Defence Group (Mar 2011 – Mar 2013)
Top sales performer within the company from 2012 to 2014
Sales & Marketing Manager
Man Printing Group
05.2005 - 06.2010
- Company Overview: Printing Consumables
- Managed sales team and oversaw monthly revenue targets.
- Managed key accounts like Times Printers, KHL Printers, Tien Wah Press and Craft Printers.
- Worked closely with overseas suppliers, advertising and promotion.
- Provided monthly sales forecasts to manage inventory.
- Worked closely with service executives in the consumables department.
- Reviewing with Principles for annual sales forecast, factory visits and training.
- International Travelling: 10%.
- Marketing Manager – Printing Consumables (May 2008 – Aug 2009) Account Manager – Printing Consumables (May 2005 – Apr 2008) Account Executive – Printing Consumables (Feb 2004 – Jul 2004)
Education
Diploma - Business Administration & Marketing
TMC Business School
01.2000
Skills
Market Expansion & Relationship Management
Corporate Partnerships
Cross-team communication
Proficient in CRM tools
Schedule and travel organization
Stakeholder with the C-Level / Government / Professional Engagement
Teamwork and collaboration
Interests
Singing
Travel
Cycling
Running
Yoga
Church volunteer with kids ministry
Highest Remuneration
$175600 p.a. (incl. performance on bonuses/allowances)
References
- Mr. Jeffrey Goh, Former Managing Director, Manroland Singapore Pte Ltd, Direct Supervisor (Working relationship 5 years), +65 6747 0737, +65 9680 6006
- Ms. Angelica Lim, Former General Manager, Experia Events Pte Ltd / SSTL / Bali Airshow, Direct Supervisor (Working relationship 9 years), +65 6595 6120, +65 9670 3516
- Mr. Jonathan Hung, Former Chairman & President, Singapore Space & Technology Ltd, Currently Executive Director, Office for Space Technology & Industry (OSTIn), Direct Supervisor (Working relationship 1.5 years), +65 9665 0112
Timeline
Event Director
PTE Asia
03.2025 - Current
Sales Director
Bali Airshow
08.2023 - 02.2025
Exhibition Manager
MMI Asia
05.2023 - 08.2023
Sales Director
Modellscape
01.2023 - 04.2023
Senior Manager
Singapore Space & Technology Ltd
07.2021 - 01.2023
Senior Manager
Singapore Space & Technology Ltd
07.2021 - 01.2023
Corporate Planning - Manager
AMB Packaging Pte Ltd
08.2020 - 06.2021
Business Development Manager II (Senior)
VLV Consulting Pte Ltd
08.2017 - 07.2020
Business Development Manager (Key Accounts and New Sales)
Pacific World Meetings and Events Pte Ltd/Destination Services Pte Ltd
08.2016 - 03.2017
Senior Project Manager & Marketing
Singapore Exhibition Services
10.2015 - 01.2016
Senior Sales Manager, Aerospace & Defence Group
Experia Events Pte Ltd
03.2011 - 09.2015
Sales & Marketing Manager
Man Printing Group
05.2005 - 06.2010
Diploma - Business Administration & Marketing
TMC Business School
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