Chan Check Yee
Seri Kembangan
Summary
A seasoned professional with a proven track record at Etika Sdn Bhd, I excel in promotions management and operational efficiency. My expertise in client acquisition and brand awareness has led to significant revenue growth and performance enhancements. Achieved a remarkable +72% revenue increase in 2023, underscoring my ability to strategically drive business success.
Overview
22
22
years of professional experience
Work History
On Premise Manager – Contract
Etika Sdn Bhd
Petaling Jaya
07.2024 - Current
- Hired as contract staff, four-month contract, and reporting to the General Manager of On Premise.
- Oversee key customers such as Uncle Don, Chicago Chicken, Taco Bell, Jollibee, and Lotus Five Star Cinemas.
- Working closely with customers on joint activation program (LTO), by using accrued marketing funds available.
- Monitor customers' AR by liaising with internal finance and customers on the payment.
Group Key Account Manager – Modern Trade
Etika Sdn Bhd
Petaling Jaya
11.2023 - 07.2024
- Managed and led a team of 2 direct reports: Key Account Manager & Senior Sales Executive
- Oversaw International Key Accounts such as Lotus's, AEON, AEON Big, and local key accounts including Billion and Mydin, as well as premium supermarkets like Jaya Grocer and TFF Group (Village Grocer, B.I.G, OTK)
- Strategized and negotiated the total volume seed in plan for Etika's products at Lotus's during festive periods, ensuring optimal stock allocation through effective A&P support negotiations
- Collaborated with the team to streamline customer claims submission, minimizing overdue Accounts Receivable (AR)
- Exceeded 2023 Modern Trade (MT) budget targets by securing Purchase Orders (POs) before year-end close
- Achieved a +10% increase in Q1 2024 sales compared to budget and a +19% increase compared to Q1 YAGO through strategic negotiation and proposal development with key customers
- Developed and maintained relationships with key accounts to increase sales volume.
- Created and implemented promotional campaigns for key accounts.
- Monitored customer feedback and provided strategic solutions to maximize customer satisfaction.
On Premise Manager
Etika Sdn Bhd
Kuala Lumpur
11.2019 - 10.2023
- Spearheaded customer acquisition efforts and managed contract renewals, driving revenue growth
- Increased beverage consumption by collaborating with customers on promotional launches such as combo meals
- Formed strategic partnerships with Food Aggregators like Shopee Food for Limited Time Offer (LTO) promotions with Etika customers
- Collaborated with Monin Syrup to develop mixology recipes for selected customers, enhancing their offerings and profitability
- Managed trade spending to ensure adherence to budgetary constraints
- Secured listings for non-competing beverage brands in A&W in 2021
- Successfully onboarded Morganfield’s group of restaurants as Etika’s business partner
- Recruited Manekineko Karaoke from a competitor to switch to Pepsi in 2023, resulting in an annual revenue increase of RM250k
- Oversaw sales performance for local cinema banners such as Lotus Five Star & MBO, achieving a +1% growth in 2023 vs 2022
- Conducted Quarterly Business Reviews (QBR) with key customers to track progress towards annual targets
- Achieved a remarkable +72% revenue growth in 2023 vs 2022 through new customer acquisitions and aggressive promotional strategies including combo meals, contests, and on-ground activations
Food Service Manager
General Mills Malaysia Sdn Bhd
Kuala Lumpur
05.2016 - 10.2019
- Lead a Sales Executive and a Sales Rep in managing entire Food Service business
- Expand new business / penetration such as hotels, restaurants, cafes and corporate events by offering premium ice creams (Haagen Dazs)
- Managed chain customers such as Nando’s to ensure stocks supplied are sufficient by working closely with demand planner and logistic team
- Successfully renewed and maintained key customers such as Soul’ed Out, Jogoya, Hard Rock group for ice cream usage
- Grew Brahim’s Airline caterer transaction with Haagen Dazs by 20% vs past year (2018 vs 2017)
- Successfully list Haagen Dazs into Air Asia X
- Managed appointed distributors in Melaka & Johor to expand distribution of Haagen Dazs in food service, retail and petrol marts
- Work with distributor and shortlist high volume petrol mart, to run ad hoc promotion
- Managed newly appointed food service distributor in Klang Valley beginning September 2018
- Work with distributor by offering package to potential customer as an incentive for them to sell Haagen Dazs ice cream in their premise; with outcome of securing 20 new customers in 6 months
- Nominated for best employee category in the field of sales (globally) in 2018
- Consistently grew food service business year on year, +24% in 2019 vs 2018
- Expand Haagen Dazs availability at GSC cinemas from initial 2 outlets to 18 outlets in 2019
Sales Operations Manager
Mattel South East Asia Inc
Kuala Lumpur
11.2014 - 05.2016
- Managed company’s overall product forecast
- Liaised with Key Account Managers on securing more products for promotions
- Work closely with demand planner to ensure products are available as per scheduled and the quantity required
- Work with 3rd party merchandising team, to ensure promotions setup and merchandising are executed timely manner
- Managed one direct report
- Work together with wholesalers to expand company’s foot print in CVS (Mynews & 7-Eleven), LKA (99 Speedmart) and baby channel (Manjaku, Babyland etc)
Customer Development Manager
Coca-Cola Refreshments Malaysia Sdn Bhd
Kota Kemuning
03.2011 - 10.2014
- Secured new business for On Premise account (Carl's Jr, Red Box Karaoke, Neway Karaoke, Bubba Gump Shrimp, Chilli's Grill & Bar & AirAsia X) during transition period between Coca-Cola Malaysia and F&N Beverage
- Discussed, planned and managed promotional activities with customers
- Aligned and communicated with operation teams for executions on promotional activities
- Created work flow chart on each assigned customers, from ordering process to delivery to collection, for sharing with operation teams
- To monitor customer's aging to avoid overdue payments
- Created a simple process flow to align with finance on matters pertaining on aging and collections
- Liaised with logistics team to ensure delivery of goods to customer
- Promoted to Senior Customer Development Executive on 1st April 2012
- Promoted to Customer Development Manager on 1st November 2013
- Managed On-Premise Key Account customer such as Nando’s, Subway & Golden Screen Cinemas
- Conduct JBP & QBR with key customer to align and set new year target / objective
- Achieved 40% volume growth for Subway in 2013 vs 2012
- Achieved 47% volume growth for AirAsia in 2013 vs 2012
- Managing a team of sales personnel from August 2014 onwards
Sales Executive
Pok Brothers Sdn Bhd
Shah Alam
06.2008 - 02.2011
- Executed sales and promotion of company’s product to the trades which includes chill & frozen meat, dairy products (Devondale, Bulla, Emmi Yogurt, Florida’s Natural) and frozen products such as French fries (Lamb Weston)
- Liaised with buyers from the selling floor especially on the market feedback on company’s product
- Proposed A&P activities to NSM in order to achieve given sales target
- Assisted NSM in dealing with modern trades (Tesco & Carrefour) such as annual contract negotiations and to carry out any A&P activities
- Arranged sampling activities at respective outlets when needed
- Managed, update and collect payments from customers
Sales Executive
Autocraft Motor Carriages Sdn Bhd
Petaling Jaya
04.2005 - 05.2008
- Promoted and marketed all Perodua cars to the public
- Discussed the performance of the company with colleagues and the sales manager on weekly basis
- Keep track and analyse competitors' activities in order to receive updates on the car retail industry and propose suitable approaches to potential threats
- Suggested further improvisations in enhancing the effectiveness of advertising and sales of the company in weekly meetings
- Attended training to gain insight on new brand cars and the company
Sales Executive
Idealist Marketing Sdn Bhd
Kepong
01.2004 - 03.2005
- Promoted the company’s product, a multi-purpose solution cleanser (Pro Crystal) to the trade market
- Located various major exhibition sites for setting up promotional booths in marketing the product
- Analyzed sales of the company, the targeted audience (i.e., consumers demographics) and their shopping behavior (e.g., Which brand cleanser they prefer, where do they prefer to purchase their cleanser)
- Carried out duties as a merchandiser (i.e., FIFO) at serviced hypermarkets
- Liaised with the clients to obtain purchasing orders and maintain relationships with them to fulfill quality results
- Trained and organize the schedules and location of sales promoters
- Worked closely with forwarders and ensure that products arrive at clients warehouses
Sales Merchandiser
Prima Connection Sdn Bhd
Petaling Jaya
03.2003 - 11.2003
- Managed and to promote Davidoff cigarettes to the trade market at outlets
- Maintained relationship with clients and provide merchandising service to them, such as, putting up advertisement posters and placement of the products
- Keep up-to-date with the tobacco industry by researching on other cigarette brands and reading any material related to the industry
Education
Bachelor of Management - Psychology
Wawasan Open University
Kuala Lumpur05.2023
Certificate - Marketing
Stamford College PJ
Petaling Jaya, Sel.12.2000
Skills
- Promotions management
- Operational Efficiency
- Brand Awareness
- Client acquisition
- Performance Tracking
- Menu development
References
- Teoh Ee Wei, 019-669 7738, Current Superior
- Kenix Goh, 019-612 5166, Ex Superior
Languages
English
First Language
Malay
Upper Intermediate (B2)
B2
Chinese (Cantonese)
Intermediate (B1)
B1
Timeline
On Premise Manager – Contract
Etika Sdn Bhd
07.2024 - Current
Group Key Account Manager – Modern Trade
Etika Sdn Bhd
11.2023 - 07.2024
On Premise Manager
Etika Sdn Bhd
11.2019 - 10.2023
Food Service Manager
General Mills Malaysia Sdn Bhd
05.2016 - 10.2019
Sales Operations Manager
Mattel South East Asia Inc
11.2014 - 05.2016
Customer Development Manager
Coca-Cola Refreshments Malaysia Sdn Bhd
03.2011 - 10.2014
Sales Executive
Pok Brothers Sdn Bhd
06.2008 - 02.2011
Sales Executive
Autocraft Motor Carriages Sdn Bhd
04.2005 - 05.2008
Sales Executive
Idealist Marketing Sdn Bhd
01.2004 - 03.2005
Sales Merchandiser
Prima Connection Sdn Bhd
03.2003 - 11.2003
Bachelor of Management - Psychology
Wawasan Open University
Certificate - Marketing
Stamford College PJ
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