AZAHARI MOHD YUSOP
KEY ACCOUNT MANAGER
Shah Alam,10
Summary
Strategic Sales & Channel Leader with progressive commercial leadership experience across Modern Trade, Strategic Partnerships, and Nationwide Indirect Distribution within CelcomDigi Berhad (formerly Celcom Axiata Berhad). Proven track record of driving revenue acceleration, market share expansion, and distribution scale across regional and national portfolios.
Experienced in full-spectrum commercial leadership including P&L stewardship, key account governance, trade investment optimization, and multi-channel growth strategy. Successfully led new channel development initiatives spanning government-linked collaborations, alternative distribution models, and O2O commerce platforms to unlock incremental revenue streams. Recognized for building high-performance partner ecosystems, strengthening retail dominance, and translating competitive intelligence into decisive go-to-market strategies. Combines strong field execution foundation with strategic commercial foresight to deliver sustainable topline growth and long-term enterprise value.
Overview
21
21
years of professional experience
12
12
Certifications
Work History
KEY ACCOUNT MANAGER (MODERN TRADE, SALES PLANNING – INDIRECT CHANNEL & DISTRIBUTION MANAGEMENT)
CelcomDigi Berhad
Subang Jaya, Selangor
01.2024 - Current
- Own P&L accountability for assigned Modern Trade partners, driving revenue growth, distribution expansion, and profitability across indirect channels.
- Spearhead commercial negotiations, trade activations, and joint business planning to maximize sell-in, sell-out, and market share.
- Drive nationwide distribution of Celcomdigi products (Starter Packs, Reloads, Postpaid), ensuring optimal stock availability and retail execution.
- Lead revenue forecasting, sales planning, and performance tracking to consistently deliver against monthly and quarterly targets.
- Identify white space opportunities and execute penetration strategies to accelerate channel growth.
- Partner cross-functionally (Marketing, Supply Chain, Operations) to ensure seamless execution of commercial initiatives.
- Enforce brand ubiquity and retail dominance strategies to strengthen visibility and competitive positioning.
- Monitor competitor movements, pricing strategies, and promotional mechanics to deploy proactive counter-strategies.
- Manage high-impact escalations and safeguard key account relationships to protect long-term commercial value.
- Strengthened client relationships through regular communication and effective problem solving.
- Analyzed market trends, identifying opportunities for expanding product offerings within key accounts.
- Conducted regular account reviews with clients to assess performance, identify areas for improvement, and strategize future growth opportunities.
ACCOUNT MANAGER – RESOURCE MANAGEMENT & NEW BUSINESS
CelcomDigi Berhad
Subang Jaya, Selangor
01.2023 - 01.2024
- Drove commercial performance and capability development across Business Partners, Agencies, and Agents to accelerate revenue growth and KPI achievement.
- Led structured engagement cadence (weekly/bi-weekly visits) to strengthen channel alignment, resolve operational gaps, and unlock new revenue opportunities.
- Designed and executed quarterly Training & Development programs in collaboration with Trade Planning to enhance product knowledge, sales capability, and program adoption.
- Partnered with Agency Management and Trade teams to deploy targeted trade initiatives and drive field execution excellence.
- Ensured partners remained aligned with corporate strategies, sales targets, and promotional mechanics.
- Delivered structured visitation planning and performance reporting to optimize coverage and execution efficiency.
- Identified operational bottlenecks and commercial risks through field intelligence, escalating mitigation plans to management.
- Provided real-time competitor insights and ground intelligence to support proactive pricing and trade counter-strategies.
- Accelerated MI (Malaysian customer onboarding) adoption across agent sales network to strengthen compliance and revenue capture.
BUSINESS PARTNERSHIP & DEVELOPMENT MANAGEMENT, MODERN TRADE
Celcom Axiata Berhad
Subang Jaya, Selangor
01.2022 - 01.2023
- Ensuring the smooth operation of partners, encompassing performance tracking, monitoring, and support to develop & build partners, with internal & external contract management responsibilities. Similar scope to Key Accounts and Virtual Partners.
- The pursuit of new business opportunities through projects that serve to develop new channels, including but not limited to:
- Joint government & Government linked agencies projects (Tabung Haji, RISDA, KKLW, Election Campaigns)
- New distribution networks (vending machines/terminals).
- Enablement & engagement O2O: e-commerce partners Lazada & Shopee
- new channel-specific product deployments (Umrah/Haji, Tourist Inbound & Outbound Sims – Travel Agencies)
- Segment-specific special project drives (Foreign Workers, Youth)
REGIONAL MODERN TRADE (CENTRAL) HRL16
Celcom Axiata Berhad
01.2020 - 01.2021
- Managed Modern Trade portfolio across Central region, driving revenue growth, distribution expansion, and retail execution excellence.
- Served as primary commercial lead for assigned partners, aligning cross-functional teams to deliver business targets.
- Forecasted and tracked account performance metrics to ensure revenue achievement and proactive mitigation planning.
- Identified territory growth opportunities and executed penetration strategies to strengthen market presence.
- Ensured optimal availability and sell-through of Starter Packs, Reloads, and Postpaid products across retail chains.
- Executed brand visibility and ubiquity initiatives to enhance in-store dominance and competitive positioning.
- Monitored competitor activities and deployed counter-strategies to protect market share.
DISTRICT SALES MANAGER (SOUTHERN REGION) HRL15
Celcom Axiata Berhad
01.2015 - 01.2020
- Led district-level sales operations, managing dealers and business partners to achieve KPIs and revenue targets across assigned territories.
- Drove sales and distribution of Celcom products (Starter Packs, Physical & Virtual Reloads, Device Bundles, VAS), ensuring strong market availability across multiple trade channels.
- Expanded dealer network and strengthened Point-of-Presence (POP) to increase regional market penetration.
- Executed HQ-led campaigns and retail activation cycles to reinforce brand visibility and sales momentum.
- Monitored competitor activities and recommended tactical counter-measures to protect territory performance.
- Collaborated with Network team to provide field feedback on service quality and improve customer experience.
- Achievement:
- Most Improved SIS Performance Award – Q4 2017
- (4 Consecutive Quarters – Gold | 3 Quarters – Silver)
HEAD OF YOUTH SEGMENT (SOUTHERN REGION)
Celcom Axiata Berhad
01.2014 - 01.2015
- Managed State-level sales and partner/dealer network to achieve KPIs and revenue targets for Youth segment products.
- Built and expanded relationships with IPTs, Colleges, and Schools to increase Celcom’s Point-of-Presence (POP) and drive segment sales.
- Executed HQ campaigns and retail activations to enhance brand visibility and market penetration.
- Monitored competitor activity and recommended strategic countermeasures to protect and grow market share.
- Collaborated with Network and RSD teams to provide actionable field feedback on service quality and network performance.
- Maintained high standards of ethical conduct, cost efficiency, and performance excellence across all sales engagements.
- Achievement:
- Top Sales & Penetration – Schools & IPTs (2014)
TERRITORY EXECUTIVE (SOUTHERN REGION)
Celcom Axiata Berhad
01.2011 - 01.2014
- Managed territory-level sales, dealer and business partner networks to achieve KPIs and revenue targets.
- Oversaw distribution and availability of Celcom products (Starter Packs, Reloads, Device Bundles, VAS) across multiple trade channels.
- Expanded dealer networks and strengthened Point-of-Presence (POP) to grow regional market coverage.
- Executed HQ campaigns and activations to enhance brand visibility and retail performance.
- Monitored competitor activity and recommended tactical countermeasures to protect market share.
- Maintained high standards of ethics, cost efficiency, and performance excellence across all sales operations.
PROCUREMENT EXECUTIVE (SOUTHERN REGION)
Celcom Axiata Berhad
Johor Bahru, Johor
01.2010 - 01.2011
- Managed PR & PO evaluation and execution in SAP, achieving divisional KPIs for purchases.
- Ensured PR-to-PO turnaround time within 30 days for non-tender purchases.
- Maintained and updated Regional Supplier Profiles in SAP.
- Produced monthly reports including Supplier Segmentation, PR/PO Turnaround, Spending Analysis, and Savings Tracker for management review.
- Established long-term client relationships through consistent delivery of high-quality products and services.
- Enhanced customer satisfaction by streamlining communication channels and improving response times.
- Developed innovative solutions to complex problems, resulting in improved organizational performance.
- Mentored junior staff members for accelerated career growth, developing future leaders within the organization.
ACCOUNT ASSISTANT
Epson Precision (Johor) Sdn Bhd
Johor Bahru, Johor
01.2005 - 01.2010
- Managed company cash flow and banking transactions across multiple financial institutions.
- Performed bank reconciliations, payment verification, and financial reporting.
- Prepared yearly regulatory submissions to Bank Negara Malaysia and Jabatan Perangkaan Malaysia.
- Supported external audits and ensured compliance with financial regulations.
Education
BBA - Accounting (Hons)
Tenaga National University
Bangi, Selangor, Malaysia 04.2001 -
Some College (No Degree) - Applied Science
Maktab Rendah Sains Mara Muar
Johor01-1998
Some College (No Degree) -
MAKTAB SULTAN ABU BAKAR (ENGLISH COLLEGE)
Johor Bahru01-1996
Skills
Key Account Management
Modern Trade Strategy
Channel & Dealer Network Expansion
Strategic Partnerships
Revenue Growth & Sales Planning
Trade Activation & Market Penetration
Commercial Negotiation
Certification
POWER BI ESSENTIALS WORKSHOP – DEC2025
Timeline
KEY ACCOUNT MANAGER (MODERN TRADE, SALES PLANNING – INDIRECT CHANNEL & DISTRIBUTION MANAGEMENT)
CelcomDigi Berhad
01.2024 - Current
ACCOUNT MANAGER – RESOURCE MANAGEMENT & NEW BUSINESS
CelcomDigi Berhad
01.2023 - 01.2024
BUSINESS PARTNERSHIP & DEVELOPMENT MANAGEMENT, MODERN TRADE
Celcom Axiata Berhad
01.2022 - 01.2023
REGIONAL MODERN TRADE (CENTRAL) HRL16
Celcom Axiata Berhad
01.2020 - 01.2021
DISTRICT SALES MANAGER (SOUTHERN REGION) HRL15
Celcom Axiata Berhad
01.2015 - 01.2020
HEAD OF YOUTH SEGMENT (SOUTHERN REGION)
Celcom Axiata Berhad
01.2014 - 01.2015
TERRITORY EXECUTIVE (SOUTHERN REGION)
Celcom Axiata Berhad
01.2011 - 01.2014
PROCUREMENT EXECUTIVE (SOUTHERN REGION)
Celcom Axiata Berhad
01.2010 - 01.2011
ACCOUNT ASSISTANT
Epson Precision (Johor) Sdn Bhd
01.2005 - 01.2010
BBA - Accounting (Hons)
Tenaga National University
04.2001 -
Some College (No Degree) - Applied Science
Maktab Rendah Sains Mara Muar
Some College (No Degree) -
MAKTAB SULTAN ABU BAKAR (ENGLISH COLLEGE)