Hi, I’m
DEBBIE LIM
Director of Business Growth | Sales Strategy, Customer Experience & Operations
Petaling Jaya
Overview
25
years of professional experience
1999
years of post-secondary education
7
Languages
Summary
Results-oriented executive with 25 years of experience in strategic business development, operations leadership, marketing, and customer-centric sales. Proven track record in leading cross-border teams, delivering business transformation, and driving revenue growth across industries. Passionate about aligning organizational vision with market trends to improve performance, scalability, and profitability. Seeking impactful leadership roles where innovation, people management, and commercial acumen intersect.
Work History
TID DESIGN (M) SDN BHD
Business Development Director
03.2025 - Current
Job overview
- Company Overview: TID DESIGN (M) SDN BHD is a Kuala Lumpur-based interior design and interior fit out company established in 1994, and part of the internationally recognized TID Associates group. The firm specializes in providing full-scope design and build solutions, offering services from concept development to detailed design and turnkey project execution. With a strong focus on commercial, hospitality, residential, retail, and healthcare sectors, TID DESIGN is known for its integrated project delivery approach, combining creative interior design with practical fit out expertise to deliver functional, high-quality spaces.
- Lead business development initiatives to drive company growth by identifying new opportunities, cultivating client relationships, and expanding market presence. Combine strategic planning with industry knowledge to deliver tailored solutions that meet client needs across various sectors, including hospitality, healthcare, and finance.
- Develop and execute strategic business development plans aligned with overall company objectives and market demands.
- Identify and pursue new business opportunities in multiple industries, with a focus on interior fit-out projects and related services.
- Build and maintain relationships with key stakeholders, including clients, consultants, and partners, to facilitate long-term collaboration.
- Manage the complete sales process from lead generation and needs assessment to proposal development, negotiation, and contract closure.
- Lead the marketing team to design and implement targeted lead generation campaigns that enhance brand awareness and generate qualified leads.
- Analyse market trends, customer requirements, and competitor activities to inform business strategy and improve competitive positioning.
- Coordinate with internal teams—including project management, design, and operations—to ensure seamless project delivery and client satisfaction.
- Represent the company at industry events, networking opportunities, and client meetings to build visibility and foster strategic partnerships.
- Monitor and report on sales pipeline, performance metrics, and market developments to senior management.
- Mentor junior team members to enhance sales effectiveness and achieve business goals.
- Key Achievements (First 4 Months):
- Generated RM 30 million in new project pipeline, focusing on corporate, retail, hospitality and healthcare fit-out opportunities.
- Developed a tailored sales and marketing approach by analysing client feedback and engagement metrics (such as open rates, click-through rates, and direct responses), resulting in a 25% increase in qualified lead response rates within 3 months.
- Streamlined proposal and bidding processes by implementing standardized templates and clear approval workflows. The impact was measured by comparing project management software timestamps, showing a 30% reduction in average turnaround time from proposal initiation to submission. Additionally, bid outcome reports tracked a 20% increase in bid success rates, calculated by comparing the ratio of won bids to total bids before and after process improvements.
Self-Employed
Strategic Sales Consultant / Independent Business Advisor
03.2020 - 02.2025
Job overview
- Independent consulting practice offering strategic advisory, sales optimization, and operational growth solutions to companies across Southeast Asia. Engaged with organizations across various industries including professional services, interior and construction services, retail, technology, and corporate solutions.
- Business Development & Client Acquisition: Successfully helped clients across industries identify high-value opportunities, develop go-to-market strategies, and build sustainable sales pipelines. Supported both new business acquisition and key account growth using CRM tools (Salesforce, HubSpot) and relationship-based selling.
- Sales & Marketing Strategy: Customized revenue strategies to align with unique business models and market demands. Implemented tactical marketing plans that improved client conversion rates, brand visibility, and campaign ROI.
- Operations & Process Improvement: Streamlined operational workflows, implemented performance metrics, and enhanced project delivery standards. Provided consultancy on integrating scalable business processes to support expansion.
- Regional Strategy Execution: Led cross-border engagements in Singapore, Thailand, and Hong Kong, advising regional stakeholders on sales enablement, cultural adaptability, and compliance-related nuances in operating across ASEAN.
- Commercial & Contract Management: Drafted and reviewed commercial contracts, proposals, and partnership agreements. Ensured legal clarity, risk mitigation, and fair business terms in line with best practices.
- Customer Experience & Retention: Introduced customer service frameworks and loyalty programs that enhanced retention and satisfaction. Reduced churn by proactively addressing concerns and improving post-sale support mechanisms.
- People & Talent Management: Advised clients on HR strategies, team structuring, and performance management systems. Coached leaders on fostering inclusive, collaborative cultures aligned with business goals.
- Conflict Resolution & Client Escalations: Acted as a trusted mediator in addressing client escalations. Implemented feedback mechanisms that continuously informed service improvements and strengthened client loyalty.
- Proposal Development & Business Communication: Delivered well-crafted RFP responses, client presentations, and investor decks. Maintained high standards in business writing and corporate communication, resulting in strong stakeholder buy-in.
- Revenue Growth & Profit Optimization: Identified growth levers and untapped market segments. Helped clients align their sales and operational functions to accelerate revenue generation and boost profitability.
SL+A SENDIRIAN BERHAD (Steven Leach Group)
Business Development Director | Board Member & Minority Shareholder
01.2012 - 04.2017
Job overview
- Company Overview: A regional consultancy group with offices in Kuala Lumpur, Hong Kong, Tokyo, Shanghai, Taipei, Bangkok, and Seoul. SL+A delivers strategic consultancy, commercial project management, and workplace transformation services to multinational and local corporations across Asia.
- Served as a core member of the executive leadership team for over a decade, driving strategic transformation, regional expansion, and commercial success. Held full accountability for business development, client engagement, sales growth, and operational optimization. Acted as a bridge between client objectives and organizational capabilities—turning vision into scalable solutions.
- Strategic & Commercial Leadership:
- Played a pivotal role in shaping and executing the company’s long-term strategy alongside the Group’s regional board.
- Oversaw a cross-functional team of 45+ across client services, project delivery, and internal operations.
- Spearheaded regional expansion and multi-country account management, aligning operations in Malaysia, Singapore, Hong Kong, Thailand, and Japan with group objectives.
- Elevated revenue from RM6.8M in 2006 to RM30M by 2016 through structured sales planning, repeat client retention, and market positioning.
- Developed and implemented a Client Retention Programme that achieved 80% recurring business, improving revenue stability and reducing business development overhead.
- Operational Excellence & Team Enablement:
- Led strategic transformation initiatives across functions including sales, marketing, HR, finance, project delivery, and admin, resulting in stronger alignment, reduced cost inefficiencies, and faster time-to-delivery.
- Introduced performance frameworks and KPIs across departments, enabling data-driven decision-making and continuous improvement.
- Championed a culture of ownership and client-first excellence, mentoring mid-level leaders and developing internal talent into managerial roles.
- Collaborated with regional offices to establish shared standards and practices that ensured consistent client experiences across borders.
- Client Strategy & Business Innovation:
- Acted as the principal liaison to C-level clients, managing high-value relationships and ensuring SL+A was seen as a strategic business partner.
- Developed value-creation strategies for major accounts, including customized project solutions, bundled services, and post-implementation support.
- Championed integrated marketing initiatives that positioned the brand as a regional leader in corporate consultancy services.
- Led proposal and tender strategies (RFPs, RFQs, commercial negotiations), increasing bid conversion rate and average deal size.
- Regional Positioning & Industry Relevance:
- Successfully delivered projects and managed client portfolios across banking, insurance, healthcare, telecommunications, FMCG, professional services, and tech sectors.
- Drove internal knowledge-sharing and alignment across SL+A’s regional hubs, contributing to group-wide brand equity and service consistency.
- Advocated for the adoption of sustainability frameworks (GBI, LEED), adding strategic value to ESG-driven corporate client engagements.
- Core Strengths Demonstrated:
- Strategic Sales Leadership & Client Growth
- P&L Management & Commercial Planning
- Cross-Border Operational Execution
- C-Level Engagement & Enterprise Negotiation
- Talent Development & Cultural Change
- Integrated Marketing & Market Expansion
- High-Value Bid Management & Risk Control
HAWORTH INDUSTRIES SDN BHD
Account Manager
01.2002 - 01.2005
Job overview
- Company Overview: Haworth is a global leader in workspace solutions and commercial furnishings, serving over 120 countries with adaptable environments tailored to business needs. As a regional sales professional, I contributed to market growth, client success, and product innovation in collaboration with global and APAC teams.
- Client Development & Key Account Management: Built and maintained strong relationships with corporate clients, consultants, and channel partners—serving as the primary point of contact for account development, service delivery, and post-sale support.
- Solution-Based Selling & Product Customization: Partnered with global R&D and technical teams to design bespoke workspace solutions aligned with each client’s operational goals, budget, and space challenges—resulting in high customer satisfaction and retention.
- Proposal Leadership & Market Penetration: Led proposal development and bid responses that positioned Haworth as a preferred provider. Strengthened market share by translating customer needs into compelling business cases.
- Client Education & Product Advocacy: Delivered product training and advisory support to clients, designers, and channel stakeholders—enhancing market understanding of ergonomic design, workspace optimization, and long-term value.
- CRM & Customer Success Management: Managed sales and service pipelines using CRM tools, ensuring consistent client follow-up, pipeline visibility, and account growth. Played a critical role in building loyalty and driving repeat business across key accounts.
- Key Strengths Demonstrated:
- B2B Sales & Enterprise Account Management
- Solution Selling & Product Customization
- Client Onboarding, Engagement & Retention
- CRM Utilization & Sales Operations
- Proposal Management & Commercial Communication
- Market Positioning & Brand Advocacy
MINI-CIRCUITS TECHNOLOGY (M) SDN BHD
Administration & Human Resource Assistant
01.2000
Job overview
- Company Overview: Mini-Circuits is a global leader in RF, microwave, and millimeter-wave components and systems, headquartered in New York, USA. The company serves over 20,000 customers worldwide in sectors including defense, telecommunications, aerospace, and industrial automation.
- Administrative & Organizational Support: Provided high-level support to the HR and administration functions, ensuring smooth day-to-day operations. Maintained employee records, managed internal correspondence, and supported recruitment and payroll coordination.
- Human Resources Assistance: Assisted in onboarding new hires, coordinating interview schedules, and managing confidential personnel files. Supported the implementation of company policies and employee communications under the guidance of senior HR executives.
- Confidential Information Handling: Developed strong skills in managing sensitive and private data with discretion and professionalism—ensuring full compliance with internal protocols and data protection standards.
- Operational Coordination: Contributed to the efficiency of office processes by streamlining documentation flow, supporting internal reporting, and ensuring timely delivery of administrative tasks across departments.
- Key Strengths Demonstrated:
- Administrative Coordination & Office Support
- HR Process Familiarity (onboarding, documentation, record keeping)
- Confidentiality & Professionalism
- Cross-Departmental Communication
- Organizational Efficiency & Task Ownership
Education
Damansara Utama College
Diploma in Business Administration from Marketing, Business Law & Communications, Economics
University Overview
ABE - Diploma in Business Administration (UK Twinning Education Programme)
Skills
Strategic Business Development & Client Relationship ManagementProven track record in acquiring new accounts, expanding market presence, and managing long-term client relationships using CRM systems (Salesforce, HubSpot) and strategic networking
Sales Leadership & Consultative SellingExpertise in developing and executing sales strategies that align with business goals, drive revenue growth, and improve customer retention across diverse industries
Cross-Functional & Regional Team LeadershipLed multi-disciplinary teams across Malaysia, Singapore, Hong Kong, and Thailand Skilled in aligning cross-border teams toward shared business goals and performance KPIs
Operational Strategy & Process OptimizationStrong background in streamlining operations, redesigning workflows, and improving performance efficiency across functions such as sales, delivery, marketing, and admin
Contract Negotiation & Commercial ManagementExperienced in drafting and managing commercial proposals, service contracts, project scopes, and bid submissions for B2B services and turnkey solutions
Marketing Strategy & Lead GenerationDesigned and led integrated marketing and outreach campaigns to boost lead quality, brand positioning, and client conversion rates
P&L and Performance ManagementOversight of budgeting, forecasting, profitability planning, and operational cost optimization with strong analytical acumen
Change & Culture ManagementLed organizational transformation initiatives, including people culture alignment, performance management, and team restructuring to support growth and engagement
Communication & Stakeholder ManagementExcellent interpersonal and written communication skills; adept at managing senior stakeholders, preparing strategic presentations, and crafting proposals and updates for C-level audiences
Market & Business AnalysisProficient in analyzing market trends, customer behaviour, and competitive positioning to inform commercial strategy and decision-making
Entrepreneurial Leadership & VisionStrategic thinker with an entrepreneurial mindset, known for taking initiative, leading change, and identifying high-impact opportunities
Customer Experience & Service ExcellenceDeep understanding of end-to-end customer journey management, issue resolution, and loyalty program development to maximize client satisfaction
Negotiation & InfluenceStrong negotiator skilled in navigating complex deals and achieving win-win outcomes while protecting business interests
Timeline
Business Development Director
TID DESIGN (M) SDN BHD
03.2025 - Current
Strategic Sales Consultant / Independent Business Advisor
Self-Employed
03.2020 - 02.2025
Business Development Director | Board Member & Minority Shareholder
SL+A SENDIRIAN BERHAD (Steven Leach Group)
01.2012 - 04.2017
Account Manager
HAWORTH INDUSTRIES SDN BHD
01.2002 - 01.2005
Administration & Human Resource Assistant
MINI-CIRCUITS TECHNOLOGY (M) SDN BHD
01.2000
Damansara Utama College
Diploma in Business Administration from Marketing, Business Law & Communications, Economics
01.1999
LANGUAGE PROFICIENCY
English & Bahasa Malaysia – Fluent (Written & Spoken)
Cantonese & Hokkien – Fluent (Verbal)
Mandarin – Intermediate
Korean, French – Basic / Conversational
References
1. Martin B. Axe
(Former employer and mentor of 12 years)
Executive Director at Steven Leach Group
Email: martin_axe@sla-group.com
Mobile: +6012- 389 1470
2. Simpson Low
Self-Employed Project Director
(Former college at Haworth Industries)
Mobile: +6012328 2700