Eileen

About Me My name is Eileen Hoo Oi Lin. I have extensive working experiences in Brand, Product, Trade, Channel and Digital marketing, Import & Export Sales, Business Development and also Key account management. I am a diligent and persistent Goal Getter with strong negotiation and problem solving skills. I personally like to try and learn new experiences at all times. I am also a multilingual team player with great affinity. I believed in people management and always have good interpersonal and influential skills that help me working across levels with great support. My Contact My Email Education : : : H/P:--1992 to 1996 Bachelor of Business Administration (International Trade) Tunghai University, Taichung, Taiwan ROC. Granted scholarship by Taiwan Government 1986 to 1991 SPM Grade 1 SRP Grade 1 Kuen Cheng Girls’ High School Computer Skills : Certificate : Language : Website, E-Mail Marketing, Facebook, Instagram, YouTube, SEO, SEM, Web and social media Analytic report, Content creation, digital marketing campaign, Microsoft Office (Ms Word, Ms Excel, Ms Power Point) Fundamental digital marketing certificate by Google Fluent in English, Malay and Mandarin Knowledge of foreign languages- Japanese, Spanish Summary of Latest Professional Experience: No 1 Period Aug 2015 to Mar 2019 Company/Nature of Business Rich Products Corporation 2 Aug 2013 to Mar 2015 Food Empire (S) Pte Ltd 3 Feb 2009 to Jul 2013 Unilever Food Solutions 4 June 2003 to Jan 2009 FFM Marketing (M) S/B 5 Sept 1999 to Mar 2003 Upha Pharmaceutical (M) S/B 6 Aug 1996 to Aug 1999 Yung Shin Pharmaceutical (M) S/B 1 Last Position Held Regional Marketing Manager (Head of Marketing- in charge of Malaysia, Singapore, Brunei, Cambodia and Laos) Head of Marketing (Supporting export business to Africa, Middle East, Philippines, Korea, Japan and USA Markets) Channel Marketing Manager (Channel Development- Malay Segment) Senior Product Manager (FMCG Brand & Product Management) (FMCG Export Marketing) Brand Executive Special Project Executive/Export Executive (OTC- Brand Marketing/Sales & Export Marketing) Marketing Executive Key Account Executive Sales Executive (OTC & Ethical- Sales and Marketing) Professional Experience: (1) Name of Company Duration Designation Reporting Line Team Size Key Objectives Rich Products Corporation (M) S/B Aug 2015 till Mar 2019 Regional Marketing Manager (Head of Marketing) Reports to GM International Market-MSBCLANZ 1 Assistant Product Manager and 1 Digital Executive Lead New Product Development (NPD) and sales & marketing activities for supporting markets, namely Malaysia, Singapore, Brunei, Cambodia and Laos. Duties/ Responsibilities: Strategic Planning  Conduct yearly situational analysis for entire Rich’s business. Review and identify new market trends that driving market-specific brand awareness and creating value propositions.  Crafted 2 to 5 years business plans and strategies for the company that aim to maximize effectiveness of deliverables and initiatives. Targeted at YOY +10% business growth.  Developed relevant business strategies and models for respective channels-Retail Bakery, Food Service, Industrial Manufacturer and Home Baker.  Provide industry thought leadership to internal and external stakeholders. Achievement:  Identified new potential Food Service channel for CAMBODIA market. Launched 3 new products targeted FS channel which successfully brought in additional +23% sales revenue for total export sales in 2018.  Identified sales potential for Home Baker channel in Bakery Ingredient Shop retail business. Launched speed scratch products targeted to home baker market that help to grow 3,900 cases of additional sales for Singapore and 6,500 cases for Malaysia respectively. Export Business Development  Well versed in INCOTERM and equipped with outstanding negotiation skills that help the company to build high performing, sustainable and reliable business.  Strong business acumen in identifying new potential business/product/market for consistent sales growth with distributors.  Built and maintained great relationships with international customers and distributors.  Provided sales and marketing supports to export business in designated countries in order to maintain excellent sales growth with customers and distributors.  Worked with support team (Production, Supply chain, Customer Service and Finance team) to ensure timely shipments and sales forecasts to fulfill designated countries’ orders. Achievement:  Launch 3 new products from Korea plant in CAMBODIA and LAOS markets. This has contributed additional +23% sales revenue for total export sales in 2018.  Launch 2 new products with SINGAPORE markets which brought in additional 3,900 cases sales in year 2018.  Supported distributor with promotional trade deal to list Rich’s products into new Bakery Ingredient Chain outlets in Singapore market. 2 New Product Development  Lead and negotiated OEM contracts with global key players for NPDs importation.  Understand market shares, sizes, volume and market insight before working on customized/localized product for both domestic and international markets.  Developed new product strategy, positioning, pricing strategy, packaging design as well as suitable POSM and effective marketing collaterals for both domestic and international markets.  Lead NPD business case and projects with regional functional team (WHQ, R&D, Production planning, Procurement, Sales, warehouse and QA) for NPD development timeline.  Monitor product life cycle health check for NPDs post launch. Achievement:  Launched 5 new products with VN, China, Korea and US plants in 2017. Subsequently, launched 3 new products in 2018 and 1 product in 2019. This has contributed additional 30,000 cases of sales revenue for total Rich’s business.  1st time in Asia to launch Portugeuse Egg Tart liquid online to 30K FB home baker fans. (Right product to Right target audience) Brand and Trade Marketing  Developed regional brand strategy and marketing campaigns that aligned with global brand guidelines. Represent as key stakeholder in regional business strategy reviews and represent regional priorities to global organization.  Own product P&L and product margin to ensure product pricing strategies are aligned with business growth strategies.  Support sales team with trade marketing activities- Promoter placement, POSM, outlet sponsorship, branding, seminar and chef demo arrangement.  Support sales team to launch Key Account Activation campaign for new trending cakes, desserts or beverages with customers.  Connect Online to Offline projects to enjoy maximum brand awareness and to drive product and sales revenue for the company.  Manage and track marketing A&P budget, make decision and recommendations to optimize on ROMI spending. Achievement:  Launched 1 new trending cakes activation with 14 chain bakeries in year 2017.  Launched Ramadhan cookies and cakes campaign and brand awareness advertisement with RASA magazine in Malaysia.  Managed 20% cost saving for 2018 A&P budget by negotiating best deal and bundle advertisement package with the agency. Digital Marketing  Be the 1st in Asia to launch FB, Instagram and Website for Rich’s Malaysia in year 2017.  Drive digital strategy aligned with business plan to better optimize social media presence.  Collaborated across departments to generate ideas for product/campaign/event/video content generation to optimize brand exposure and leads collections.  Measured and report performance of all digital marketing campaigns and assess deliverables against goals (ROI and KPI) in monthly basis. 3 Strategized customer segments (Retail Bakery, Food Service, Industrial Manufacturer and home bakers) to match with CRM digital positioning and approach. Ensure right messages and business approaches are delivered to the right target audience. Achievement:  Launch digital platform for Rich’s Product Malaysia (Corporate website, FB and Instagram)  Managed to build 30K active home baker fans to follow Rich’s Malaysia FB accounts since our launch from 8th Mar 2017.  Lead APAC team to connect 5 countries’ FB accounts (MY, VN, INDON, THAI, INDIA) to broadcast FHA live demo 1st time in Asia and worldwide that managed to attract +38K of FB fans’ view and gained +7K new fan reach for total Rich’s FB accounts.  Trade Show/Exhibition  1st time in Asia to connect FHA onsite trade show with digital activities, such as digital photo booth, digital recipe+email portal, digital product database, digital chef demo live broadcast, digital potential lead visitor database for future CRM mapping.  Lead FHA 2018 trade show in Singapore to drive Rich’s regional branding and awareness. Work closely with APAC team to maximize regional new products and corporate exposure.  Planed customer appreciation Get Together dinner with Rich’s WHQ leadership team, which had helped to increase more bonding with our customers and to further strengthen our relationship with the customers.  Generated +38K of FB fans view and gained +new fan Reach for total Rich’s FB accounts. Achievement:  Managed to draw 3,547 visitors to drop by Rich’s FHA booth which consists of 70% existing customers/distributor and 30% potential customer leads. Based on post follow up results, our team managed to convert 10% of potential leads to our new customers regionally. (2) Name of Company Duration Designation Reporting line Team Size Key Objectives Food Empire (S) Pte Ltd Aug 2013 till Mar 2015 Marketing Manager (Head of Marketing for Malaysia office) Reports to VP International Market 7 Marketing Executive and 1 Design Executive Drive sales & marketing activities as well as NPD for supporting markets, namely Africa, Middle East, Korea, Japan, Philippines and USA. Duties/ Responsibilities: Export Sales Support  Carry out comprehensive analysis of global coffee market to understand competitive environment and to identify market threats and opportunities for each export market.  Work closely with respective country managers to ensure timely sales orders were fulfilled on time by production planner and shipping dept.  Manage team to ensure effective execution of sales and marketing plan to achieve KPIs.  Ensure team’s competency for better customer service and market development.  Handled customer complaints and to ensure customers’ satisfaction at all time.  Developed and maintain good rapport with country managers and customers. 4  Help country managers to monitor A&P funds and to source and develop POSM item for international markets. New Product Development  Handled OEM business and core business for international markets  Understand market requirement, market insight and sales forecast before working on customized/localized product and packaging designs for the market.  Work out New Product Development/Launch timeline.  Work closely with R&D, Production planning, Procurement, Sales, Production and QA for weekly NPD updates. Trade Show/Exhibition  Plan and organize trade show in SIAL, ANUGA and FHA for company international exposure.  Collaborate with country managers to showcase strong company brand image and product portfolios to potential international buyers. Achievement:  Helped this newly set up company to build proper process SOPs, industry practices and compliance guidelines.  Set up export marketing department to lead and drive sales for supporting international markets. (3) Name of Company Duration Designation Reporting line Team Size Key Objectives Unilever Food Solutions Feb 2009 till Jul 2013 Channel Marketing Manager-MY Reports to Head of Marketing-MYSG 1 Management trainee Drive company annual objective on sales volume, profit and revenue growth for the entire Malay segment (Burger boys and Malay LET). Duties/ Responsibilities: Business Development  Own and lead the entire Malay segment as a total business unit, which contributed 25% of total division’s sales.  Assist the company to set up new sales team (Free trade team) in order to reach and penetrate UFS products into untapped free trade market (Whitespace).  Lead cross functional team-finance, marketing, sales manager and promoters for the entire Free Trade team roll out.  Strategize Free Trade team 3 years Step Up and Expansion plan to other regions. Achievement:  Achieved +26% sales growths for Lady’s Choice range of product by introducing more SKUs into existing channel basket  Achieved +32% sales growths for Knorr’s seasoning range of product by introducing new costing, time efficiency booklet to the operator. 5 Channel Marketing  Developed local channel strategy and plan aligned with global and regional industry vertical, regional business units and global sales organization.  Developed Market Development Model for entire Malay segment, which inclusive of detailed plan for 6Ps- Product, Price, Pack, Promotion, Place and Proposition.  Chaired Quarterly Channel Board Meeting for quarterly sales and activities feedback and review.  Coordinated with regional category team and R&D team for product new formulation and work on local market product launches campaign.  Drive FGDs and Local Malay cuisine research projects together with CMI (Channel Market Intelligence) managers.  Managed overall media buying and budget spending for respective products’ campaign.  Collaborated with Supply Chain team for product inventory, indent and forecast plan.  Formulated and implemented innovative marketing programmes and promotion activities with sales team for ground promotion in HTO and wholesaler outlets.  Coordinate market sales review and channel distribution presentation.  Drive Berjaya Bersama Campaign by crafting yearly wholesaler incentive scheme & retailer loyalty programme to engage Malay food operators  Organize Big Bang Road Shows with Chef cooking demos in C&C and Wholesaler stores to reach and penetrate Knorr and Lady’s Choice into more operators’ daily usage.  Work closely with town councils such as MBSA, MPPJ, MPS, and MPSJ for project collaborations such as Chefmanship, Cooking class, Program Zon Bersih and etc. Achievement:  Launched Malaysia Burger Storm Fun Day  Launched Malaysia Lady’s Choice Euro Cup promotion in Burger Boy channel  Launched BuburLambuk UFS CSR project during Ramadhan  Launched Malaysia 1st Chefmanship Academy for Unilever Food Solutions in collaborations with Town Councils-MBSA (4) Name of Company Duration Designation Reporting Line Team Size Key Objectives FFM Marketing Sdn Bhd June 2003 till Jan 2009 Senior Product Manager Reports to Divisional Manager 1 Marketing Executive Achieving company annual objective on sales volume, profit and growth for product portfolios assigned. Duties/ Responsibilities: Brand and Product Marketing  Handled house brands and agency brands, such as REDBULL Energy Drinks, S&P Coconut Milk and Powder, XIFU Herbal Soups, LINGHAM’s Chili Sauce, STAR BRAND flavour and colour , 6          ANCHOR Flour, BLUE KEY Baking Flour ,ORANG KAMPUNG Tongkat Ali & Kacip Fatimah Herbal Drinks and EVERSWEETT’S Natural Sweetener. Deliver the profit, market share, margin and revenue objectives for the assigned brands. Own New Product Development Project and Launches. Collaborated with principal and team to formulate effective product positioning, product marketing strategy for agency’s products. Own A&P budget spend and media buy for respective products’ campaign. Own brand capped COOKING & BAKING SHOW (Kuih Raya with TV2) by working closely with program producer, editor and floor manager for smooth program shooting. Worked with cross functional team for product inventory, indent and forecast. Lead the planning and implementation of innovative marketing programmes and promotion activities with sales team and trade customers, such as attractive premium offer to the trade, exciting ground promotion with hypermarket and display incentive to retailer’s base on allocated A&P Budget from the management. Collaborated with key account and sales team for effective indoor and ground promotion with HTO and chain stores. Work closely with research agency for consumer satisfaction survey. Export Sales and Marketing  Built close rapport and relationship with international customers.  Independently manage overseas’ enquiries, quotation and customer complaints.  Handled export orders, packaging compliance, pricing strategy and shipment arrangement.  To plan and implement innovative marketing programmes and promotion activities with international markets, such as Asean countries-Brunei, Japan and Hong Kong. Achievement:  Achieve 158% sales growth for BLUE KEY range of product since year 2006  Achieve 131% sales growth for STAR BRAND range of product since year 2006  Strengthen (BLUE KEY & STAR BRAND) Brand positioning via ATL and BTL activities during Hari Raya such as Joint baking contest with RASA magazine, program sponsorship in TV2, products write up and press release with NSTP, block display with IKAs modern trade outlets as well as lower trade outlets.  Launch new agency- Orang Kampung, S&P Santan and Eversweett in year 2006, 2008 and 2010. (5) Name of Company Duration (a) Duration Designation Reporting line Key Objectives Upha Pharmaceutical (M) Sdn Bhd 1 September 1999 till March 2003 1 Oct 2000 to March 2003 Brand Executive (OTC- Brand management) Reports to Senior Product Manager Assist manager to drive product profitability and brand building projects for assigned product portfolio. 7 Duties/ Responsibilities:  In charge of various brands, such as UPHAMOL 650, DERMOPLEX, WATERBURY and SLOAN’S.  Propose Annual Marketing Plan to management.  Drive new product launching and revamping marketing plan.  Collaborated product training with sales team and promoters’ team.  Conduct marketing meeting with sales representatives and sales manager for market feedback and review.  Oversee the event management projects, such as Singing Concert, Promo Tour/Road Show, Health Exhibition and Concourse Promotion.  To plan and implement innovative marketing programmes and promotion activities.  Oversee product sampling campaign, promotion activities and brand A&P, in order to enhance brand awareness and increase brands’ sales turnover.  Responsible for brand sponsorship projects with press, such as Malay Mail Big Walk, Nanyang Dream Run, Penang Bridge Run, Sin Chew Big Walk and Star Walk for the year.  Explore new opportunity for brand penetration and expand market distribution. Achievement:  Increase Uphamol 650 Malaysia’s Market shares up to 24 % since it’s launched in year 1998.  Develop wider distribution channel in retailer segment which brought in more than 5 % sales revenue contribution to total sales. (b) Duration 1 Sept 1999 to 31 Sept 2000 Designation Special Project Executive (Export Marketing and Event Management) Reporting line Reports to Regional Sales Manager Duties/ Responsibilities: Key Objectives i) Undertaking feasibility analysis of new potential B2B business opportunities for the company business development and growth Export Sales Development  Worked closely with assigned countries business - Singapore, Taiwan and Hong Kong.  Responsible for product quotation with potential overseas’ clients.  Arrange/book transportation or shipment with forwarder for on time delivery.  Supported and organized product training for distributor’s sales team abroad.  Conduct marketing meeting with distributors for market feedback and review.  Organize the company exhibition projects, such as Global Muslim Healthcare Exhibition, Malaysian Pharmaceutical Association Exhibition.  To plan and implement effective A&P marketing programmes and promotion activities for export market, in order to assist distributors for boosting sales and market penetration.  Arrange sufficient product sampling campaign, promotion activities in order to enhance country’s brand awareness and countries’ sales turnover.  Explore new business opportunities by developing B2B e-commerce through website.  Maintain good relationship with distributors to optimize customer satisfaction. 8 Achievement:  Increase Singapore country sales turnover by 10 % in year 1999.  Assist Singapore Distributor to open 4 new accounts in KK hospital, Apex pharmacy, Watson Singapore and NTUC, which brought in more than 20 % sales revenue contribution to the country sales. Duties/ Responsibilities: Key Objectives ii) Enhanced company image and product awareness through high visibility activities in high traffic outlets. Trade Marketing and Event management  Assist regional sales manager to organize POS concourse promotion and local exhibition in town. Achievement:  Help to increase company brand awareness in the country by having more exposure and visibility for brands in nationwide. (6) Name of Company Duration Designation Reporting Line Key Objectives Yung Shin Pharmaceutical (M) Sdn Bhd 1 August 1996 till 17 August 1999 Sales & Key Account Executive/Marketing Executive Reporting to Marketing Manager Achieved company annual objective in sales volume, profit and growth for assigned projects. Duties/ Responsibilities:  Own the business growth for OTC and ethical channel development and management.  Responsible for key account management, such as Guardian, Georgetown, Watson, Prima Health and Vita Care.  Visit customers and handle customers’ orders and complaints.  Responsible for product training with sales team.  Prepare product inventory forecast for production.  To plan and implement product promotion and incentive scheme to motivate sales team for achieving company sales target.  Oversee New Product Development Project and responsible for New Product Launches.  Work closely with in house designer for new product leaflet, brochures and packaging material design.  Organize company exhibition project—Love Malaysia Fair, Taiwan Manufacturer Business Exhibition. Achievement:  Open 5 new accounts in chain outlets such as Guardian, Prima Health and Georgetown Pharmacy which brought in approx 10 % sales revenue contribution to total sales. 9