Ban Hui

Team lead of Channel Development Team (both MT & GT), Activation team and Trade Promotion.
- Leading a cross functional team to analysis, develop and execute channel specific strategies and trade activities to drive sales performance across both Modern Trade & General Trade channels for all brands.
- Utilized Market Insights/ Sales Data for brand growth opportunity and meet market dynamics.
- Strategize to implement effective and efficient trade activations including on-ground events, in-store promotions, POSM development and in-store visibility to drive trials and conversion.
- Oversee Trade Investment from planning to execution with post-promotion evaluation to ensure ROI alignment with sales objective.

Key Achievement:

* Anmum Range New User Recruitment: Drive +56% incremental of new users and optimize cost per conversion at +13% vs YA.

* Anlene On-Ground Activations: Bone Health Scans & Wet Sampling achieved +10% consumer reach vs YA with conversion rate increased by +2%.

* Chilled category: Drive incremental sales at +10% vs YA with cross category collaboration with external partners such as Massimo, Tyson, Nutriplus, Topvalu, San Remo and etc.

* Pack Price Architecture Initiatives: Tapping on market opportunity to launch new pack of Anmum, Fernleaf with strategic pricing which gained 5% incremental growth in the category.

Leads Channel Development & Category Management team for both Modern & General Trade (Biscuit, Snack & Confectionary).

-Strategize & Deploy customized retailers’ trade program to maximize organization’s revenue growth.

-Establish extensive analysis for channel specific strategy to achieve organization’s financial performance (Nielsen/ Kantar/ Mailer Track).

- Plan and develop category trade plan (national and customized TPR)

- Demonstrate strong collaborative with field sales team to ensure on time-in-full execution (OTIF).

Key Achievement:

*Total Modern Trade in 2021 at marginal growth despite external factor: pandemic & supply constraint.

*Listing successfully of 3 SKUs in 99 Speedmart with additional +20% to Snack and +15% growth to Chocolate category.

Leads retailer’s trade program in independent supermarket grew at +30% vs YA.

*Drive exclusive account plan with min +20-40% growth vs P6M o Aeon, Mydin, TF Value-Mart & Mynews GWP

* Launched successfully with NPD into the trade within 12 months and gain +15% growth for total Cloud 9 range

- Manage & strategize trade promotion plans for Health & Infant Children Nutrition to Channel specific: General Trade (Chinese Medical Hall/ Baby Centre/ Provision).

o Mead Johnson: Enfagrow A+/ Sustagen

o RB Health – Dettol/ Gaviscons/ Durex and etc.

- Responsible on total channel trade expenses.

- Drive Customer advantage engagement programs.

- Plan & execute NCP/ NPD by tracking Speed to Market

Key Achievement:

*Drive trade program & retailer program with significant +150bps of market share in CMHBC and MJN continue as market leader in this channel.

*Developing trade plans to drive new baby centres & CMH outlets as part of distribution drive with 6% growth of IMS vs YA

*Drive new users acquisition via recommendation program at 15% growth vs YA.

*Executed consumer discount program and shown offtake incremental at double digit growth (i.e. Enfamama A+ at +60% vs base)

- Manage and developing trade promotion plans to all channels: Modern Trade & General Trade E.g. Budgeting, develop POSM, customize promotion plans, manage trade expenses/claims

- Assigned products brands: Ricola (Switzerland), Lotte (Korea) & Dr Beckmann (Germany)

- Conduct product trainings for retailers’ staffs as additional supports and branding to customers (E.g. Courts)

- Identify potential customers and increase market penetration.

- Analyze Nielsens report as market research guide to improve sales performance and market share.

- Develop and strategize for new consumer products to penetrate Malaysia market.

- Conduct market research and identify new market opportunities in Malaysia and South Asia.

-Understand and generate new market demand with innovative products

- Started as Marketing Executive with Nestle Healthscience exclusive team on coordination & support role on all promotion plans (including promotion pack forecast & inventory management)

- Being assigned new position in 2014 as Trade Marketing & Key Account Executive.

- Consumer Care - AGNESIA (Talcum) & KAPS (Insect repellent)

- Performance Nutrition - POWERBAR (Energy bar) - support on on-ground activations throughout marathons, run events (min 10x per annum.

- Others: BIOTHIK (Hair care)

- Managed and prepared trade promotional plan in designated channels with key accounts (i.e. Cold Storage, Caring, Guardian, GNC, Watsons, Giant, Tesco, Aeon, Vitacare). o Eg. New product listing, trade plan, trade spend management

- Responsible in designing and developing promotional activities supporting in sales performances.

- Engaged potential market for future penetration, provide trainings to pharmacists & store staffs.

Key Achievement:

* Oral care – Pearlie White Achievement: 20% growth vs MAT 2015.

* AGNESIA (Talcum) & KAPS (Insect repellent) Achievement: >50% growth vs MAT 2015 (in Giant >80% growth)