Cassie Chong
Distribution & Business Development Manager
Petaling Jaya, Selangor
Summary
Strategic commercial leader with 10+ years of experience in Southeast Asia across business development, sales transformation, and channel strategy. Proven expertise in leading multi-market change initiatives, aligning global commercial vision with localized execution, and enabling sales excellence across matrixed organizations. Adept in P&L oversight, distributor enablement, GTM structuring, and adoption of digital tools such as Salesforce. Passionate about building future-ready sales systems and unlocking growth in dynamic, high-impact environments.
Overview
11
11
years of professional experience
2012
2012
years of post-secondary education
4
4
Languages
Work History
Distribution & Business Development Manager (SEA)
KEF
04.2023 - Current
- Lead commercial strategy and business execution across Southeast Asia, managing distributor networks in 5+ countries.
- Oversaw P&L performance, revenue forecasting, and operational transformation through pricing and GTM improvements.
- Implemented compliance, product certification, and localization strategies aligned to global standards.
- Advised HQ on SEA market feedback and led distributor onboarding frameworks to support market launches.
Sales Team Lead – Audio Visual
LG Electronics
03.2020 - 03.2023
- Managed national mass merchant and retail chain portfolios in AV category, leading a performance-driven team.
- Coordinated national campaign execution and analyzed performance trends to drive sales KPIs and partner growth.
- Conducted quarterly business reviews and executed recovery plans for underperforming channels.
Key Account Manager – Home Appliances
LG Electronics
01.2019 - 03.2020
- Created integrated business plans with key accounts including Harvey Norman, Best Denki, and HomePro.
- Aligned sales goals with merchandising and trade marketing campaigns to improve profitability and reach.
Senior Sales Executive – Local Chains
Samsung Electronics SEA & Oceania
03.2016 - 01.2019
- Led home appliance sales strategy for regional and local chains based on regional market planning.
- Implemented data-driven execution models and provided channel insight for forecasting and promotion planning.
Key Account Executive
Sharp Electronics
09.2014 - 05.2015
- Handled commercial planning, A&P budgeting, and merchandising execution for top mass merchant accounts.
Education
Diploma - Mass Communication
SEGi College Subang Jaya
Skills
- ASEAN Market Strategy
- Sales Transformation & GTM
- Commercial Enablement
- Distributor Optimization
- Change Management
- Channel & Partner Strategy
- Salesforce Automation
- Sales Forecasting & Trade Investment
Websites
Certifications And Tools
- Salesforce (Sales Automation, Merchandising Force Automation)
- Advanced Excel (Forecasting, Analytics, PivotTables)
- Trade & Investment Planning
- BI Dashboard Familiarity
Timeline
Distribution & Business Development Manager (SEA)
KEF
04.2023 - Current
Sales Team Lead – Audio Visual
LG Electronics
03.2020 - 03.2023
Key Account Manager – Home Appliances
LG Electronics
01.2019 - 03.2020
Senior Sales Executive – Local Chains
Samsung Electronics SEA & Oceania
03.2016 - 01.2019
Key Account Executive
Sharp Electronics
09.2014 - 05.2015
Diploma - Mass Communication
SEGi College Subang Jaya
Similar Profiles
Arun PoddarArun Poddar
Director of Operations at KEF/ Piramal FoundationDirector of Operations at KEF/ Piramal Foundation
Czarina FaizalCzarina Faizal
Intern at KEF HoldingsIntern at KEF Holdings
Sushant RoutSushant Rout
Chief Engineer (Pre Opening) at KEF Hospitality India Private LimitedChief Engineer (Pre Opening) at KEF Hospitality India Private Limited
Nurhidayah KhairudinNurhidayah Khairudin
Business Lecturer at Goon International CollegeBusiness Lecturer at Goon International College
NIK NUR ALISA MOHD AZMINIK NUR ALISA MOHD AZMI
Quality Assurance and Quality Control Engineer at Muhibbah Steel Industries Sdn BhdQuality Assurance and Quality Control Engineer at Muhibbah Steel Industries Sdn Bhd