Andrew Toh Seng Boon
Subang Jaya
Summary
Dynamic sales leader with over 15 years of experience at Fonterra Brands, excelling in strategic account management and client relationship development. Proven track record in driving revenue growth through innovative sales strategies and effective negotiation techniques. Adept at market analysis and team leadership, consistently achieving and exceeding sales targets.
Overview
19
19
years of professional experience
Work History
Head of Sales
Vanity Cosmeceutical Sdn Bhd
Selangor
02.2025 - Current
- Duration: 4 months
- Sales and Revenue Growth
- Client Relationship Management
- Negotiation and Contract Management
- Market Analysis and Insights
- Promotional and Marketing Activities
- Performance Tracking and Reporting
- Problem Solving and Issue Resolution
- Budget and Financial Management
- Team Leadership and Development
- Customer Insights and Feedback
- Channel Expansion
- Heading the Sales Unit Account Consist of Guardian, Watsons, Big & Caring Pharmacy, Aeon Wellness, Alpro Pharmacy, Hero, others IP's & online platform (Tik Tok, Shopee, Lazada & own website).
- Coordinated with marketing teams to develop promotional materials, campaigns, and pricing models.
- Collaborated with leadership teams across departments on initiatives that impacted overall organizational goals.
- Analyzed competitive data and identified opportunities for growth in the marketplace.
- Managed budgeting processes related to sales operations, including forecasting future revenue streams.
- Oversaw daily operations of the sales department ensuring all tasks were completed efficiently.
- Developed and implemented sales strategies to improve market share.
- Supported sales team members to drive growth and development.
- Developed sales plans, goals, strategies and objectives to achieve team goals and revenue objectives.
- Identified appropriate solutions to minimize issues and quickly solve problems.
Sr. Key Account Manager
Fonterra Brands(M) Sdn Bhd
Subang Jaya
10.2016 - 09.2025
- Duration: 8+ Years
- Joint Business Plan with Lotuss & category reset to identify opportunity within category in terms of product penetration (cross category), increasing AWOP (promotion differentiation) & help to improve footfall into their stores by using existing resources below the line & above the line.
- Conducting Business Review Quarterly for 99 Speedmart in Formal and Informal formal By Quarterly Basis By Brand and By Category.
- Responsible for using Dunnhumby to evaluate promotion and replicate success promotion initiative into other chains.
- Responsible for wave velocity initiative for project Giant OOS improvement & Fair Share of space.
- Responsible to liaise with marketing & trade marketing on existing or new promotion activation idea alignment for KA accounts.
- Handling 99SM, IKA-Lotuss, LMT-Econsave & Guardian Pharmacy.
- Developed and managed long-term relationships with key customers.
- Created monthly reports highlighting KPIs such as sales performance, revenue growth and market share changes.
- Provided guidance on account strategy for sales team members.
- Analyzed customer data to identify trends, risks and opportunities for growth.
- Evaluated potential new business opportunities based on their financial impact and strategic fit with company goals.
- Implemented promotional campaigns aimed at increasing sales volume and profitability among existing accounts.
- Maintained a high level of customer service by responding promptly to inquiries and resolving issues quickly.
- Identified customer needs, developed action plans to address them, and ensured successful implementation of solutions.
- Developed efficient processes and systems for tracking order status and resolving customer inquiries quickly.
- Communicated with retailers to provide information on promotions and sales.
- Achieved and exceeded sales targets for key accounts through effective planning and execution.
- Managed account portfolios, keeping detailed records of account activities, transactions, and progress.
National Key Account Manager
Fonterra Brands(M) Sdn Bhd
Subang Jaya
09.2022 - 01.2025
- Duration: 3 Years
- Strategic Account Management
- Sales and Revenue Growth
- Client Relationship Management
- Negotiation and Contract Management
- Market Analysis and Insights
- Cross-Functional Collaboration
- Promotional and Marketing Activities
- Performance Tracking and Reporting
- Problem Solving and Issue Resolution
- Budget and Financial Management
- Team Leadership and Development
- Customer Insights and Feedback
- Handling Modern Trade Account 99SM, IKA (Lotuss, Aeon Group & Giant), LMT (Econsave & Mydin), Regional Account (NSK, Central Hyper, TPF Group, Billion Group & Hero) Chilled, Pharmacy (Guardian) & Convenient Channel (Familymart, 7-11 & Mynews) (Revenue Ambient RM295M & Chilled RM175M).
- Identified potential issues or risks associated with each account before they arise.
- Managed customer relationships to ensure satisfaction and loyalty.
- Negotiated contracts with key stakeholders to ensure mutually beneficial outcomes for customers and the company.
Key Account Manager
Fonterra Brands(M) Sdn Bhd
02.2014 - 09.2016
- Duration: 2 years & 9 Months
- Responsible working together with TM on MCL (Must Carry List) definition & classification initiative for KA & LMT accounts.
- Responsible of the planning and coordination of project ASE re-structures.
- Responsible to manage & maintain the scan sale data for all KA chain and uploading it to Analyser.
- Handling Key Account Tesco, Local Modern Trade Econsave & Guardian pharmacy.
- Coordinated cross-functional teams for successful execution of projects related to large scale accounts.
- Collaborated with sales team members to develop solutions tailored to customer needs.
- Identified new opportunities for growth within existing accounts, as well as potential new customers.
- Maintained a deep understanding of client products and services in order to effectively promote them.
- Managed the relationship between internal teams and external customers.
- Negotiated contracts with customers that balanced customer requirements with business objectives.
- Analyzed market trends, customer feedback, pricing strategies. to recommend changes in product offerings or services.
Key Account Manager
Mars Food Malaysia Sdn Bhd
07.2012 - 01.2014
- Duration: 1 year 7 months
- Responsible for Sale Planning and Promotion Execution.
- Develop a Business Plan Covering Areas such as Promotion Planning, Evaluation and Review on Promotion Performance, Proposing and Sharing Promotion Plans to Marketing.
- Handling Local Key Account of Mydin, Econsave, The Store, Trendcell & OTK Group (HQ Level).
- Coordinated cross-functional teams for successful execution of projects related to large scale accounts.
- Established strong relationships with clients through regular communication and follow-up activities.
- Sought out opportunities for upselling additional products or services to existing customers.
- Collaborated with sales team members to develop solutions tailored to customer needs.
- Conducted research into market conditions and competitor strategies in order to inform strategic decisions.
- Maintained a deep understanding of client products and services in order to effectively promote them.
- Negotiated contracts with customers that balanced customer requirements with business objectives.
- Managed the relationship between internal teams and external customers.
- Analyzed market trends, customer feedback, pricing strategies. to recommend changes in product offerings or services.
- Established and maintained strong relationships with decision-makers and influencers within key accounts.
- Monitored market trends and competitor activity to adjust account strategies accordingly.
- Coordinated with logistics and supply chain teams to ensure timely and accurate product delivery to key accounts.
- Negotiated contracts and terms of agreement with key accounts, ensuring profitability and compliance.
- Analyzed sales data to identify trends and adjust strategies accordingly.
Assistant Key Account Manager
Wipro Unza(M) Sdn Bhd
11.2010 - 06.2012
- Duration: 1 years 7 months
- Responsible for Sale Planning for Guardian.
- Develop a Business Plan Covering Areas such as Promotion Planning, Evaluation and Review on Promotion Performance, Proposing and Sharing Promotion Plans to Marketing.
- Handling Key Account of Guardian (HQ Level).
- Monitored competitive activities within assigned accounts and communicated findings to management.
- Collaborated with sales team members to develop solutions tailored to customer needs.
- Established strong relationships with clients through regular communication and follow-up activities.
- Identified new opportunities for growth within existing accounts, as well as potential new customers.
- Attended trade shows and industry events in order to build brand awareness among target audiences.
- Managed the relationship between internal teams and external customers.
- Maintained a deep understanding of client products and services in order to effectively promote them.
Key Account Executive
UAA (M) Sdn Bhd
11.2009 - 10.2010
- Duration: 1 Year
- Responsible to Achieve Management Set Target Sales Budget, Managing OOS and Trade Returns as Well as merchandising and distribution of POS material.
- Handling Key Account of Tesco (HQ Level).
- Resolved conflicts or disputes between customers and the organization quickly and efficiently.
- Assisted in onboarding new customers by providing product information, training, and support.
- Monitored customer feedback and provided necessary adjustments as needed.
- Collaborated with internal departments to ensure customer satisfaction.
- Maintained relationships with existing customers through regular contact.
Key Account Representative
UAA (M) Sdn Bhd
06.2008 - 10.2009
- Duration: 1 Year & 5 Months
- Responsible for Tesco Target Achievement.
- Handling Key Account of Tesco Central Region.
- Created promotional materials such as brochures, flyers, catalogs and advertisements for key accounts.
- Identified potential new business opportunities in the marketplace.
- Negotiated contracts with customers to secure mutually beneficial arrangements.
- Cultivated relationships with clients by providing regular updates on product developments, pricing changes, and other relevant information.
Key Account Representative
UAA (M) Sdn Bhd
Subang Jaya
03.2007 - 05.2008
- Duration: 1 year
- Responsible for achieving company's key account sales budget on assigned Chain.
- Handling Key Account of Guardian (till Jan'08).
- Created promotional materials such as brochures, flyers, catalogs and advertisements for key accounts.
- Identified potential new business opportunities in the marketplace.
- Negotiated contracts with customers to secure mutually beneficial arrangements.
Sales Merchandiser
Hasbro Toy(M) Sdn Bhd
- Duration: 2 Years & 7Mths
- Handling Key Account of Tesco.
Education
Bachelor of Arts - Business Administration
University Of Bolton
01.2009
ACCA - Part 2
Sunway College
01.2003
CAT - Chartered Account Technician
Sunway College
01.2002
Prime College
01.2000
SPM -
S.M.K Seafield
01.1999
S.M.Shan Tao
01.1995
Skills
- Sales strategy development
- Client relationship management
- Market analysis
- Negotiation techniques
- Contract management
- Promotional campaign execution
- Performance tracking
- Team leadership
- Budget management
- Cross-functional collaboration
- Problem resolution
- Customer feedback analysis
- Sales forecasting
- Sales coaching
- Negotiation expertise
- Sales operations
- Key account growth
- Strategic planning
- Sales and market development
- Goals and performance
- Key account management
- Business development and planning
- Excellent communication skills
- Trend analysis
- Sales processes
- Revenue forecasting
- Sales alignment
Notice Of Serving
3 months
Telephone
012-3365118
References
- Mr. Peter Quah, Food Service Director (Fonterra Brands Malaysia Sdn Bhd) - 012-2788435
- Mr. Lai Soon Yuen, Head of General Trade (Fonterra Brands Malaysia Sdn Bhd) – Retired, 012-2988309
- Mr. David Tang, Sales Director (Fonterra Brands Malaysia Sdn Bhd) – Retired, 019-2638486
- Ms. Susan Wan, Head of Modern Trade (Mars Food Malaysia Sdn Bhd), +628118511592
Training
Knowledge of Microsoft Windows, Words, Excels and Power Point
Languages
Malay, English, Mandarin, Cantonese, Malay, English
Remuneration
Current basis: RM21,000, RM23,000 (negotiable), RM2,500 with a petrol card provided (RM750 limit), parking and toll claimable by receipt, RM250 for myself and immediate family, 15% performance bonus (3.1 months on 2024) excluding 13 months contractual
Personal Information
- Age: 43
- Ethnicity: Chinese
- Date of Birth: 08/05/82
- Nationality: Malaysian
Languages/Dialects
English
First Language
English
Intermediate (B1)
B1
Chinese (Mandarin)
Beginner
A1
Malay
Intermediate (B1)
B1
Chinese (Cantonese)
Beginner
A1
Timeline
Head of Sales
Vanity Cosmeceutical Sdn Bhd
02.2025 - Current
National Key Account Manager
Fonterra Brands(M) Sdn Bhd
09.2022 - 01.2025
Sr. Key Account Manager
Fonterra Brands(M) Sdn Bhd
10.2016 - 09.2025
Key Account Manager
Fonterra Brands(M) Sdn Bhd
02.2014 - 09.2016
Key Account Manager
Mars Food Malaysia Sdn Bhd
07.2012 - 01.2014
Assistant Key Account Manager
Wipro Unza(M) Sdn Bhd
11.2010 - 06.2012
Key Account Executive
UAA (M) Sdn Bhd
11.2009 - 10.2010
Key Account Representative
UAA (M) Sdn Bhd
06.2008 - 10.2009
Key Account Representative
UAA (M) Sdn Bhd
03.2007 - 05.2008
Sales Merchandiser
Hasbro Toy(M) Sdn Bhd
Bachelor of Arts - Business Administration
University Of Bolton
ACCA - Part 2
Sunway College
CAT - Chartered Account Technician
Sunway College
Prime College
SPM -
S.M.K Seafield
S.M.Shan Tao
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