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Lily Lee Swee Neo Email: [email protected]
Mobile No.: 016-3384845
Career Summary
Experienced professional marketing specialist with 25 years plus of hand-on experience in
marketing and sales having creatively expanded category growth through high traffic point-of-
sales process, in up market retail services for high-end cosmetics, personal care and baby range
of fast moving consumer goods of Japanese and Fortune 500 global American brands. Added 10
years of hand-on experience in customer support operations, quality and process improvement,
purchasing and logistics in a multinational American company in the Air Conditioning industry.
Key Personal Skills - Change agent - Creative
- Adaptable - Result Oriented
- Strong follows through
Job related achievements
Successfully increased the total category sales for diapers by 30% + for the first quarter
through creatively designing and implementing a standardized high traffic
supermarket/hypermarket shelf movement process, carefully analyzing the historical data
movement from various stations over a period of 3 – 6 months. This was achieved
through close coordination with Sales, Marketing, IT and logistic functions.
Using years of hand-on experience at store level, increased the category growth by
additionally providing on-the-job training to Supervisors and Merchandisers in terms of
shelf reset, product display and positioning POS materials at the appropriate locations.
The process involves handling, managing, monitoring, recruiting through 3rd party
agencies and on going training on constantly changing display needs.
Having clearly understood the key roles of shelf technicians, actively took the lead to
recruit, train, manage, and monitor the support resources. Conducted training on tool and
software usage for shelf movement and category review to enable them to fully utilize the
software to achieved best results. Constantly enlisted them to attend training related to
the work and upgrading their knowledge so that they are able to assist in the company’s
growth.
Effectively released tied-up capital by reducing inventory for total company categories
through implementing and customizing the sales movement/analysis protocol, which
effectively determines the optimal days of supply and percentage of shelf-share.
Efficiently assisted the central purchasing unit to more accurately forecast the quantity to
order, which in turn helped to maximizing the warehousing/floor management without
compromising the market demand for stock requirements.
The efficient management of inventory and production orders helped the company to
reduce substantially the cost incurred in terms of unnecessary transportation and handling
charges, at the same time maximizing the stocks delivery process.
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The resultant efficiency of stocks management and delivery process was instrumental of
being selected to the Out of Stocks (OOS) project on how to eliminate the out of stocks
level situations.
Effectively assisted in co-marketing plans, executing in-store promotions, sampling, in-
store activities and working closely with advertising agencies.
Successfully helped to achieved sales target by brainstorming and developing effective
promotional plans for cosmetic products and rolling out to direct sales and beauty
consultants. Motivated sales and beauty consultants by providing sales achievement
status at regular frequency and assisting them to focus on areas that need greater
attention.
Creatively developed sales-counters, and cleverly negotiated counter-locations using
sales trends statistics and franchise leadership of the brands, which substantially
increased the sales volume for the company.
Increased promotional sales significantly by identifying quality premiums of high
customer interest and sourcing them at economically without sacrificing quality. 90% of
the premiums selected were taken up before the promotion ends.
Proactively designed and developed nationwide customer profile protocol using 3rd party
IT resource which helped to increased brand sales by cross segmentation.
Lead in media planning; decide on media event, planning product launches, marketing
planning for current and new product range, on ground events and new product
development.
Work closely with our in-house advertising agency and external media i.e. TV3, Astro,
newspapers, radio stations and magazines.
Develop the creative brief, lead in approval of visual, F/A for media and POS materials.
Oversee and am responsible for the Sales Forecast, Sales target and A&P budget.
Despite moving on from FMCG to a totally different industry, has been able to achieved
company sales target of 10% growth for 2006 vs 2005 for branches and continue to
achieved the target for subsequent year.
Effective and successful implementation through ACE projects within the dept to achieve
company objective in Sales Growth, EBIT and Cash Flow.
Instrumental in following through the ACE project with the Team members on achieving
our target resulting to obtain the Silver level in 2008 from Bronze in 2007 and continue to
sustain our Silver level standard for ACE in 2009, 2010, 2011 and 2012.
Develop and implemented standard work for Customer Service, Purchasing and Logistic
as part of work efficiency.
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Lead the team and develop a store process and was able to achieved 97% stock accuracy
in 2008 vs 67% in 2007 during the annual stock count. The company target was to
achieve 95% accuracy in 2008.
Supported the company in achieving the Plan Sales of RM14.623 mil, GM of
RM4.597mil and GM% of 31% in 2010.
Work closely with Top customers and Licensees to get their feedback on area of
improvement in achieving average score of 6 pts for 2011 customer satisfaction survey.
Instrumental in coaching the team to achieve the ACE Associate level in 2010 through
training and development of VSM and Kaizen event within the department. Follow
through with the implementation of the standard work and work processes as a resultant
of the VSM and Kaizen event.
Implemented ACE concept in Service Operations through the standardization of work
process to reduce Service Callbacks, root cause analysis on the Service Instructions and
EHS Kaizen on Service Van.
Develop and implemented the Service Work process in improving the cycle time by 65%
sub-contractor invoices in timely and accurate manner.
Work closely with the service team to develop a well documented system for Service
Instruction to eliminate cost for healthier margin.
Initiated training program and management of TDP for Service and Warranty through the
TDP software developed to monitor the no of trainings, seminars and course materials.
Supported other departments in assisting them on the TDP software training.
Participate and support any teamwork activities
Manage the P&L of agencies within assigned portfolio and ensure preset objectives are
met through execution of sound marketing strategies
Ensure the approved Marketing Budget is allocated toward optimizing utilization of
funds in raising awareness and promoting sell-through for relevant clients’ brands
Continuously strengthen mutually beneficial trading relationship with our clients through
enhancing value and meeting agreed objectives
To integrate the objectives from brand owners/clients and local requirements, through the
various marketing functions of advertising & promotions, product management & brand
building activities
Responsible for the product launch and management of the marketing activities
Analyze market trends and opportunities and gather market information to track
competitor activities
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Plan and organize CMEs, conduct product-related trainings to internal & external
customers
Play a strategic role in ensuring range and product selection meets market trends and
requirements
Track and evaluate product performance and sales growth
Responsible in ensuring marketing materials and activities are in compliance with local
code of ethics for pharmaceutical marketing
Ensure the approved Marketing Budget is allocated toward optimizing utilization of
funds in raising awareness and promoting sell-through for relevant clients’ brands
Academic Achievements
LCCI – Intermediate Structure of commerce
LCCI – Intermediate Typewriting
MBA – Master of Business Administration (University of Sunderland, UK) - graduated in 2013
Work Related Experience
Sept 2016 – current Asst. Commercial Manager
Rampai Niaga Sdn Bhd
- Take ownership of, and manage, a customer management business process which ensures
effective communication and liaisons between Sales, Marketing and other departments in order
to optimize key business opportunities.
- Ensure full understanding of changing feedback report to track frequency and types of
promotion taking place in the various trade sectors, documenting such activities for analysis,
reporting and future referencing purposes.
- keep track, analyze and evaluate sales after each window
- develop focused trade strategies for each account or trade channel and ensure these strategies
are in tandem with the positioning and potential of the accounts/channels.
- Monitor and evaluate the effectiveness of trade promotions and in-store promotions to
determine whether these meets the company objectives
- Interact with Marketing regarding deadlines/lead time required for promotions, pack/price
changes, new products, etc. in order to ensure effective implementation by sales force
- Design and implement price surveys on new products to track and graph trends over periods of
time, for purposes of recommending for pricing strategies based on information received.
- consolidate internal price control programme for all products, implementing and administering
pricing alignment
- To ascertain new product launches, distribution tracking, secondary display etc.
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Jan 2016 – Sept 2016 Teacher (6 years old)
Montessori Anakku
Provide nurturing and stimulating environment to facilitate children’s growth, exploration and
participation.
Maintain clean and safe classroom environment for children.
Coordinate with other teachers to develop lesson plans for children to develop their social,
emotional, physical and intellectual skills.
Observe the child and interpret the child’s needs.
Treat all children unconditionally and with same importance level.
Coordinate regular communication with parents regarding their children’s progress.
Supervise and manage children both inside and outside the classroom.
Monitor and track children progress on regular basis.
June 2014 – May 2015 Product Manager
DKSH (M) Sdn Bhd
-To resourcefully gather general market trend, market share and competitive information as
guidance in gauging effectiveness of marketing activities
-Consumer marketing (bundle buys, gift with purchased, etc.) translating to increased sell
through and strengthened market share
-Ensure optimum balance between various marketing activities: Brand building exercises
(media advertising, prize & event sponsorships, product launches, etc.; Education (internal &
external product training, etc.; Trade marketing (POSM, promoters, fixtures, display stands,
etc.) and product development (evaluate feasibility of new product development for local
market)
-To monitor and obtain the most reasonable rates paid to advertising media owners from the
various media formats for e.g. electronic / print / radio / outdoor
-To establish close business liaison and promote goodwill / public relation with media owners
-Formulate and monitor the implementation of advertising and promotion strategies and its
effectiveness in meeting preset objective
-To play a strategic role in ensuring range and product selection meets market trends and
requirements
-To monitor the brands proactive approach towards consumer tastes and preferences at the
local level
-To ensure inventory levels are managed within contractual agreements
-To ensure trade returns are managed within contractual agreements
-To conduct financial feasibility study of promotion activities to ensure in line with profit
objectives
-To provide listing standards for the distribution channels taking into account product
relevance, sales potential, entry cost (listing), market return risks, etc.
-To lead in new product launches. This shall encompass developing the product launch plan,
setting timetable, determining retail price level (benchmarked to product strategy, margin
strategy, competitor and market tolerance level), roll-out timing, sample preparation (where
applicable), POSM support requirements, display standards, etc., to be executed by the sales
and finance teams
-To fully utilize the Regionally Aligned Brand Planning templates for all clients
-To ensure all marketing activities are within allocated A&P budget determined for relevant
agencies
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-To ensure pre-financing of marketing activities on behalf of client are recovered within agreed
terms
-To liaise closely with clients to secure full or partial activities funding for ad-hoc activities
-To work closely with Sales team on retailer trading terms negotiation to ensure trade
investments and expected sales returns in line with delivering department profit objectives
-Custodian of the brand’s image at retail level (in absence of a Trade Marketing Manager). To
determine merchandising standards
-To study and determine the most effective cost and implementable form of POSM to raise
product visibility or highlight product USP’s in the trade
-Assist in all others duties as directed from superior from time to time
-Conduct or make available scheduled product training to internal and external customers
2013 – June 2014 Senior Executive – Purchasing and Logistics
Carrier (M) Sdn Bhd
-Supervisory role in recruitment, training and development for the Purchasing and Logistics team
for Finish Goods and Aftermarket parts.
- Foster and sustain employee teamwork through effective communication, job training and
guidance, employee recognition program
- Monitoring employee skill development through updating and tracking skill matrix program
-Lead and conduct department meeting for the concern of employee’s issues, process work flow
efficiency improvement, consistently focused on the implementation of the improvement actions.
- Responsible for Data Management/Sales report
-Ensure the company financial performance/growth are met i.e. Sales, EBIT, DSO, Cash flow
and NITO
-Maintain a strong internal control environment in all operations
- Responsible for operation processes flow are adhered to procedures, UTC financial approval
matrix and comply with audit and SOXA requirement.
-Identify opportunity and implement appropriate improvement actions in Purchasing & Logistics
function to facilitate company’s sales target as well as customer’s satisfaction.
-Responsible in the development of a mistake proofing inventory management process.
- Lead and implement standardize procedure for each of processes in the department
- Responsible for Inventory Management support for RLC, commercial & light commercial and
Aftermarket parts sales.
- Oversee the coordinating of the team with forwarder/transporter/warehouse on delivery
2011 Senior Executive – Quality and Process Improvement
Carrier (M) Sdn Bhd
-Responsible for reducing the service callbacks
-Productivity improvement on warranty claims from factory
-Implement service roadmap to achieve 18% service ROS
-Responsible for product and parts quality issue claim from factory is up to date.
-Oversee and training on the latest technology and model in use.
-Ensure the company financial performance/growth are met i.e. Sales, EBIT, DSO, Cash flow
and NITO
-Responsible for warranty cost analysis and management of factory claims
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-Oversee the Service work Process Improvement
-Spearhead the standardization of service work processes in the administration and field work
-Lead the Implementation of Astea program in the Service Operations
-In charge of Service and Product Training Management
- Control and management of Warranty cost to improve EBIT for service and CMB
-Responsible in improving Quality Services via Trainings – Reduce Callbacks, Improve Margin
and Service reputation.
2009 Senior Executive – Parts Operation
Carrier (M) Sdn Bhd
- Appointed and responsible for total Aftermarket Parts Operation.
- Responsible for Parts Total Logistics
- Responsible for shipping & customs clearance
- Upkeep the accuracy of stock inventory
- In charge and oversee the branches (Total 4 branches)
- Responsible for Data Management/Sales report
- Responsible for Price Structure
- Appointed and Lead as pilot for ACE project (Achieving Competitive Excellent)
- Responsible and Implementation of promotion/marketing Plan.
- Oversee the timely delivery of parts to branches
- Co coordinating with forwarder/transporter/warehouse on delivery
- Responsible for prompt response for quote to branches
- Liaise with branches on execution of parts and providing Sales feedbacks
- Responsible for communicating with internal/external/overseas suppliers on enquires and
quotations
- Supervisory role in recruiting, training and development for the Customer Service, Purchasing
and Administrative team.
- Lead and responsible for Customer Service Dept & Purchasing/Admin Dept.
2008 Senior Customer Support Executive
Carrier (M) Sdn Bhd
- Lead and oversee the Customer Service Dept & Purchasing/Admin Dept.
- Responsible for staff recruitment and training.
- In charge of the branches (Total 4 branches)
- Responsible for Data Management/Sales report
- Responsible for Price Structure
- Appointed and Lead as pilot for ACE project (Achieving Competitive Excellent)
- Responsible and Implementation of promotion/marketing Plan.
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- Oversee the timely delivery of parts to branches
- Co coordinating with forwarder/transporter/warehouse on delivery
- Responsible for prompt response for quote to branches
- Liaise with branches on execution of parts and providing Sales feedbacks
- Responsible for communicating with internal/external/overseas suppliers on enquires and
quotations
2005 Customer Support Executive
Carrier (M) Sdn Bhd
- In charge of the branches (Total 4 branches)
- Responsible for Data Management/Sales report
- Responsible for Price Structure
- Lead as co-pilot for ACE project (Achieving Competitive Excellent)
- Implementation of promotion plan
- Oversee the timely delivery of parts to branches
- Co coordinating with forwarder/transporter/warehouse on delivery
- Responsible for preparing quotations to branches
- Liaise with branches on execution of parts and providing Sales feedbacks
- Responsible for communicating with internal/external/overseas suppliers on enquires and
quotations
2004-2005 Product Manager
Ginvera Marketing Enterprise Sdn Bhd
- Lead in new product development
- Responsible for category growth and category sales
- Planning of Sales forecast
- Lead in Marketing planning for current brand
- Lead in new product launches and marketing plans
- Lead in Media planning, promotion planning and events
- Lead, recruiting and training of Product Executive
- Responsible for Sales Target and A&P budget
- Responsible for pricing structure, best buys, trade deals
- Lead in POS material designs and executions
2001 -2003 Category Management Executive
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Procter & Gamble (P&G) – Consumer
- Lead, recruiting and training of Catman Factory Shelf Technicians and liase with the
Merchandisers Team
- Conceptual selling
- Analysis Work, Data management, Master segmentation maintenance
- Leveraging Brand/Category expertise
- Support CMO initiatives and new product initiatives
- Planning and Executing
- Responsible for total Company category growth and Superior in-store presence
- Lead and training for 5 Supervisors and 20 merchandisers
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1999 - 2000 Customer Marketing Operation
Procter & Gamble (P&G) – Consumer
- Planning and executing of POS materials
- Liase with external suppliers on execution
- Work closely and strong follow through with internal team with both Modern Retail and
Distributor Team on CMO initiatives.
- Responsible for product re-launch and new product
- Launches, venue, presentation materials and distribution of samples.
1995 – 1998 Retail Services Executive
Procter & Gamble – Cosmetics (SKII & Cover Girl)
- Lead the design and installation for sales counter and display set-up
- Support, involvement and execution for promotion planning
- Responsible for premiums sourcing and budget control
- Lead in developing customer database system
- Execution of Point of Sales materials
1988 – 1994 Sales & Marketing Administration Asst
Tung Pao Sdn Bhd (Shiseido)
- Assisting the Sales Managers and Training Manager
- Planning of meeting and training for beauty consultants.
- Administrative work for the whole dept.
- Work closely with external supplier/contractors
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Special skills
Prospace Plus – Tools for developing placement of products on shelf, generating shelf report and
shelf analysis.
Intercept - Lower version of Prospace Plus
Spaceman – Similar tools to Intercept and Prospace Plus but less advance
CM Fact – Tools for Category review and category plan
Personal Advisor – Market data extraction and market information
Source One – P&G Global Internal sales competitive reports and category share
Discoverer – Systems for data management taken from individual retailers
POSADA – Same system as Discoverer but of lower version.
Summary – Pre and Post analysis tool for planogram
Relevant training and courses attended
Improving your Personal Leadership Training
People and Communication skills Training
Effective Presentation Skills Training
Time Management Training
Principled Based Decision Training
Face-to-Face Communications Training
BCP (Basic Call Procedure) Training
Negotiation Skills Training
Persuasive Selling skill Training
Handling Objection Training
Microsoft Power Point and Binder Training
Microsoft Intermediate Excel 2007 training
Microsoft Intermediate Power Point 2007 training
Category Management Training
Shelf Management Training and Workshop
Memo Writing
Basic Imaging and Photoshop training
Effective Supervisory Skill Training
Maximizing Creative & Logical Thinking Training
Advanced Microsoft Power Point 2010
Advanced Microsoft Excel 2010
Effective management & supervisory skill workshop
