AUGUSTINE FRANCIS
Mutiara Bukit Jalil
Summary
I have worked in fast paced MNCs & startups with over 20 years of experience in Sales & Distribution, which includes Acquisitions, Market Management, Channel Sales & Partner Management with multiple portfolios from industries such as Online Travel, Telecommunications, Pay TV, Hospitality & so forth.
Overview
1
1
Certification
25
25
years of professional experience
Work History
Sales & Business Development Head
TRUSTONIC LIMITED
Kuala Lumpur
06.2025 - Current
- Customer Relationship & Partner Acquisition: Cultivated strong relationships with key telco clients, financial institutions, digital banks, and e-commerce platforms to shape commercial strategies and secure new strategic partnerships.
- Sales Strategy Development: Developed and executed sales strategies that enhanced market coverage, drove market penetration, and expanded commercial adoption of hardware-backed mobile security solutions in Malaysia and Singapore.
- Market & Business Leadership: Managed commercial frameworks, oversaw partner ecosystem growth, and led strategic business development initiatives across Malaysia and Singapore.
- FinTech & Risk Mitigation Frameworks: Lead the deployment of smartphone locking and device financing solutions to improve payment compliance, mitigate financial risk, and expand consumer access to high-value mobile technology.
- Industry: Mobile Security & Telco-Tech
- Negotiated contracts, securing optimum conditions for business expansion.
- Monitored documentation and implementation of key contract applications and working capital processes.
Head, National Sales , Open Channel
ASURION MALAYSIA
Kuala Lumpur
04.2020 - 12.2024
- Sales Strategy Development: Formulated and executed quarterly and annual sales strategies, enhancing market coverage and penetration for smartphone protection plans across sales channels.
- Customer Relationship Management: Built and maintained strong relationships with key telco clients and industry leaders, influencing sales strategies and securing new partnerships.
- Team Leadership: Hired and managed sales team, established clear performance targets, and conducted regular follow-up sessions to drive accountability.
- Sales Performance Evaluation: Monitor and evaluate team performance, ensuring all activity standards for sales processes are met or exceeded.
- Policy Compliance: Reviewing commercial agreements to ensure the terms are fair & legally enforceable.
- Reviewing branding materials to ensure it aligns with company’s marketing policies, strategic objectives and values.
- Industry : Insure-Tech
- Completed duties to deliver on targets with accuracy and efficiency.
- Replenished stock and processed deliveries to maximise product availability.
Senior Business Development Manager
OYO GROUP MALAYSIA
Kuala Lumpur
06.2018 - 03.2020
- Identify new budget hotels that meet OYO standards in terms of location, pricing, infrastructure quality & negotiate the commercial agreements.
- Planned and oversaw business development efforts in assigned regions, contracting high-quality budget hotels onto OYO Network, enhancing regional portfolio.
- Collaborated with operations, marketing, pricing, and finance teams to ensure seamless hotel operations, improving service delivery and guest satisfaction.
- ACHIEVEMENTS: Top Performing Manager In Malaysia – Acquisition Q4, 2018
- ACHIEVEMENTS: 3rd Ranking Global – OYO Global Acquisition Project 2018 – # Number of Rooms
- Industry : Hospitality
- Contacted and converted potential customers via telephone, email and in-person enquiries.
- Maintained client records in bespoke CRM systems, ensuring streamlined data processes for maximum efficiency.
Market Manager
EXPEDIA INC
Kuala Lumpur
02.2014 - 09.2017
- Looked after the largest revenue driving account portfolio of hotels within Malaysia.
- Acquired and managed a portfolio of over 300 hotel partners for Expedia.
- Consulted hotel partners to optimise revenue performance through Expedia channels, enabling several accounts to become top performers in their territories.
- Managed progressively larger markets for Expedia in Malaysia, including Northern & East Coast regions.
- ACHIEVEMENTS: Fastest New Onboarding Market Manager in APAC Q4, 2015.
- ACHIEVEMENTS: Fastest New Onboarding Market Manager in APAC Q4, 2016.
- ACHIEVEMENTS: Fastest New Onboarding Territory Q2, 2016.
- ACHIEVEMENTS: Best Performing Territory (AMT) by TAV 2015.
- ACHIEVEMENTS: Best Content Improvement in SEA, August 2016.
- Industry : Online Travel - Hospitality
- Delivered top-quality marketing strategy and consultative services with consistently high client satisfaction scores.
- Supervised team and provided ongoing feedback and annual performance reviews to reconcile areas of underperformance.
Sales Manager
ATX (M) SDN BHD
Kuala Lumpur
04.2012 - 12.2013
- Managed and developed field sales team for acquiring dealers and sales agents, enhancing market penetration.
- Managed distributor relationships to achieve sales targets and acquire sub distributors and retailers in respective territorial coverage.
- Developed sales strategies and assisted in sales planning and quarterly territorial business plans to maximise key retailers' potential in achieving sales targets for prepaid and customer acquisition segment.
- ACHIEVEMENTS: Recruited, managed & trained 4 Distributors & sales teams in assigned regions.
- Achieved prepaid sell-in targets for Q1, Q2, and Q3 2013, with RM30,000 worth of stocks per distributor.
- Established a network of 188 active dealers in 2012 and expanded it by 265 additional dealers in 2013.
- Conducted product and sales training, alongside business reviews for distributor and sales teams to improve performance.
- Optimised sales methods to best engage, acquire and retain customers.
- Conducted regular market assessments to stay current on trends and maintain readiness for changes.
Territory Manager
MAXIS COMMUNICATIONS BERHAD
Kuala Lumpur
02.2010 - 02.2012
- Cultivated distributor relationships, driving sales targets and expanding acquisition through sub distributors and retailers within territorial coverage.
- Led team of 8 to achieve sales targets and effectively manage daily market operations.
- ACHIEVEMENTS: Recruited & 71 additional prepaid dealers for assigned territory.
- ACHIEVEMENTS: Implemented Migrant segment blitz at Kongsi & rural areas – 45% incremental hit.
- ACHIEVEMENTS: Implemented Youth segment blitz at Chinese & Malay schools – 30% incremental hit.
- ACHIEVEMENTS: Trained & guided 2 dealers to win - Top 3 Dealer Performance Award for 2010 & 2011 – Prepaid & Broadband category.
- Delivered training and development for key accounts, distributors, retailers, and field sales supervisors on new products and services.
- Worked in telecommunications industry.
- Maximised sales opportunities, representing company at [Number]+ face-to-face and virtual exhibitions, workshops and events.
- Facilitated a smooth sales process by managing pipeline and recording lead activity in Salesforce.
- Customized promotional strategies to meet needs of different clients, products and services.
- Developed pricing structures based on historical and current trends, competitor activities and supply chain data.
Business Development Executive
ASTRO ALL ASIA NETWORKS PLC
Kuala Lumpur
07.2001 - 12.2008
- ACHIEVEMENTS: Planned & executed in-house roadshows which contributed 30% - 55% incremental sales activations.
- ACHIEVEMENTS: Managed the Mastercard Astro Campaign – incremental of 32 k subscriber base.
- ACHIEVEMENTS: Managed the Ambank Astro Campaign – incremental of 15 k subscriber base.
- Executed sales projects, optimising processes within Sales Operations to better support Direct Sales teams.
- Visited major campaign partners regularly to resolve issues and improve operational flow.
- Developed and managed support team of 15 staff, enhancing service delivery for internal regions and external clients.
- Supervised staff by recruiting, briefing, and training team members.
- Worked in media and entertainment industry
- Developed and implemented value-adding strategies to increase product and service profitability.
- Strategised with sales teams to prospect and qualify potential customers within assigned geographic territories.
Education
Train The Trainer -
Open University Malaysia ( HRDFCorp)
06-2019
Bachelor in Business Administration -
Irish International University
06-2005
Master of Business Administration (MBA) – Anglia Ruskin University -
Skills
- Merchant & Dealer Acquisition
- Soft Skill Trainings
- Account Management
- Sales Force
- Dashboard Tools
- Distributor Management
- Strategic partnership development
- Performance metrics analysis
- Team leadership
- Stakeholder engagement
- Sales performance evaluation
- Cross-functional collaboration
- Effective communication
- B2B sales experience
Certification
- Accreditation as a Certified Business Manager, Cambridge Association Of Managers, Cambridge, England
- Certificate of Achievement & Completion for Low’s Peak at Mount Kinabalu Trekking, 2014-01-01
Custom
No.57, Jalan Tiara 10, Mutiara Bukit Jalil, No.57, Jalan Tiara 10, Kuala Lumpur, Kuala Lumpur, 58200, Malaysia, residential
Personal Information
Age: 52
Timeline
Sales & Business Development Head
TRUSTONIC LIMITED
06.2025 - Current
Head, National Sales , Open Channel
ASURION MALAYSIA
04.2020 - 12.2024
Senior Business Development Manager
OYO GROUP MALAYSIA
06.2018 - 03.2020
Market Manager
EXPEDIA INC
02.2014 - 09.2017
Sales Manager
ATX (M) SDN BHD
04.2012 - 12.2013
Territory Manager
MAXIS COMMUNICATIONS BERHAD
02.2010 - 02.2012
Business Development Executive
ASTRO ALL ASIA NETWORKS PLC
07.2001 - 12.2008
Train The Trainer -
Open University Malaysia ( HRDFCorp)
Bachelor in Business Administration -
Irish International University