Ashley Lee Pei Ling
Senior Key Account Manager
Petaling Jaya
Summary
Senior Key Account Manager experienced in driving sales growth and building strategic partnerships within FMCG, skincare, personal care, and baby care industries. Delivered multimillion-ringgit turnovers by managing high-value accounts and achieving consistent double-digit growth through strategic planning and negotiation. Focused on enhancing client relationships, optimizing revenue, and fostering team collaboration to adapt to evolving business needs.
Overview
33
33
years of professional experience
Work History
Senior Key Account Manager
Vanity Cosmeceutical Sdn. Bhd.
03.2025 - Current
- Managed 6 key accounts (Watsons, Apex Pharmacy, Healthlane Pharmacy, AA Pharmacy, Multicare Pharmacy and Haniffa) which contributed to 38% of total company sales.
- Managed Watsons account (53% of total company sales) with RM28.6 million annual turnover, Achieved sales recovery for Watsons from -17% to -11% December 2025.
- Led a team of 27 including Assistant Key Account Manager, Merchandiser, Sales Merchandiser, and Promoters.
- Developed strategic account plans to align with customer objectives and drive business growth.
- Mentored junior account managers, enhancing team performance through knowledge sharing and best practices.
- Developed and implemented new process to streamline store-level processes.
- Successful list-in in new accounts Mydin and Lotus’s Msia.
- Negotiated contracts and pricing agreements, securing advantageous terms for both the company and the client.
Senior Key Account Manager (Central)
Hawley & Hazel Marketing (M) Sdn. Bhd.
03.2019 - 02.2025
- Managed 3 of the biggest key account (Watsons, 99 Speedmart and Mydin) which contribute to 30% of total company sales.
- Drove consistent double-digit growth with Watsons for three consecutive years (2022–2024), delivering 3x sell-out growth over five years (RM6.8M in 2019 to RM22M in 2024).
- Grew the 99 Speed Mart business to RM34M (+7%) in 2024 following RM32M (+6%) in 2023, while successfully launching two new products and consistently achieving annual sales targets.
- Built strong strategic partnerships with Watsons, MYDIN, CARING, and 99 Speed Mart through regular business reviews and Joint Business Planning (JBP), driving sustainable business growth.
- Analyzed market trends to identify new business opportunities and inform sales strategies.
- Led a team of 14 merchandisers and 1 supervisor, developing talent and promoting three team members into higher roles.
- Analyzed sales and customer data to identify trends and opportunities for increased profitability.
- Created and updated precise sales forecasts for account management, ensuring they align with company objectives and market conditions.
- Conducted regular performance reviews with clients, assessing satisfaction levels and adjusting strategies accordingly.
Key Account Manager (Central)
Danone Dumex (Malaysia) Sdn.Bhd.
09.2015 - 04.2017
- Led the Baby World Category Project with AEON BIG (planogram & category development) and spearheaded nationwide concourse campaigns across AEON and AEON BIG, achieving 62% sell-out growth for tailored nutrition products.
- Delivered +9% sales growth for Econsave and +15% for Manjaku in 2017 through strategic account management and promotional planning.
- Successfully resolved long-standing customer disputes (2014–2017), negotiated settlements, and ensured uninterrupted stock availability.
- Managed key account relationships, conducted monthly business reviews, and collaborated with cross-functional teams to drive sales growth and operational excellence.
- Coached and mentored Management Trainees on Local Key Account operations and business processes.
Key Account Manager (Central)
Uni-Charm Corporation Sdn. Bhd.
05.2013 - 08.2015
- Facilitated communication with clients Giant and Aeon Big
- Conducted regular business and monthly sales reviews with customers to align on objectives and performance.
- Led Key Account Executive and Sales Rep in executing business development plans to drive account growth.
- Involved in client business operations planning, including account management, business strategy, and customer profitability.
Asst. Key Account Manager (Central)
Wipro-Unza (M) Sdn. Bhd. (formerly known as UAA (M) Sdn. Bhd.)
05.2012 - 04.2013
Key Account Executive (Central)
Wipro-Unza (M) Sdn. Bhd. (formerly known as UAA (M) Sdn. Bhd.)
12.2008 - 04.2012
Key Account Representative (JB Branch)
UAA (M) Sdn. Bhd.
06.2007 - 11.2008
Specialist Account Representative (Malacca Branch)
UAA (M) Sdn. Bhd.
10.2001 - 05.2007
Sales Representative (JB Area)
Li & Fung IDS
08.2000 - 09.2001
Merchandiser (Malacca Branch)
EAC (Malaysia) Sdn. Bhd.
01.1999 - 07.2000
Merchandiser (Malacca Branch)
URC Snack Foods (Malaysia) Sdn. Bhd.
01.1997 - 01.1998
ArtWork Artist (Malacca Branch)
City Bayview Hotel
01.1994 - 01.1996
Education
Business Certified - Business Administration And Management
Wawasan Open University
Kuala Lumpur, Malaysia 04.2001 -
SPM - Art Class
Sekolah Menengah Durian Daun Melaka
01-1994
Skills
Spoken – English, Bahasa Malaysia, Mandarin, Cantonese, Hokkien
Relationship management
Industry expertise
Client onboarding
Account management
Written – English, Bahasa Malaysia
Timeline
Senior Key Account Manager
Vanity Cosmeceutical Sdn. Bhd.
03.2025 - Current
Senior Key Account Manager (Central)
Hawley & Hazel Marketing (M) Sdn. Bhd.
03.2019 - 02.2025
Key Account Manager (Central)
Danone Dumex (Malaysia) Sdn.Bhd.
09.2015 - 04.2017
Key Account Manager (Central)
Uni-Charm Corporation Sdn. Bhd.
05.2013 - 08.2015
Asst. Key Account Manager (Central)
Wipro-Unza (M) Sdn. Bhd. (formerly known as UAA (M) Sdn. Bhd.)
05.2012 - 04.2013
Key Account Executive (Central)
Wipro-Unza (M) Sdn. Bhd. (formerly known as UAA (M) Sdn. Bhd.)
12.2008 - 04.2012
Key Account Representative (JB Branch)
UAA (M) Sdn. Bhd.
06.2007 - 11.2008
Specialist Account Representative (Malacca Branch)
UAA (M) Sdn. Bhd.
10.2001 - 05.2007
Business Certified - Business Administration And Management
Wawasan Open University
04.2001 -
Sales Representative (JB Area)
Li & Fung IDS
08.2000 - 09.2001
Merchandiser (Malacca Branch)
EAC (Malaysia) Sdn. Bhd.
01.1999 - 07.2000
Merchandiser (Malacca Branch)
URC Snack Foods (Malaysia) Sdn. Bhd.
01.1997 - 01.1998
ArtWork Artist (Malacca Branch)
City Bayview Hotel
01.1994 - 01.1996
SPM - Art Class
Sekolah Menengah Durian Daun Melaka