Edmund Lai

Trade Marketing Strategy Development

• Planning and execution of yearly trade marketing strategies to drive sales and increasing brand awareness within retail environments such as in-store promotion, activities, roadshow & event to boost product visibility and sales in line with the brand's objective.
• Maintain strong relationships with retail team to ensure the planned activities are executed effectively at the store level.
• Achievement

- Sales Campaign:

1. Merdeka Sales 2023 - 96%

2. Year End Sales 2023 - 105%

3. Raya Sales 2024 - 83%

4. Mid Year Sales 2024 - 85%

5. Merdeka Sales 2024 - 106%

6. Year End Sales 2024 - 105%

7. Raya Sales 2025 - On Going

- Roadshow

1. Year 2023 - 4 Roadshow in Shopping Malls

2. Year 2024 - 1 Roadshow in Shopping Mall, 3 Roadshow

in Expo.

Project Management

• Oversee the process of all the events, from the concept ideas to execution in retail stores. Ensure that campaigns are running on time, within budget, and meet performance goals.
• Manage & monitor the progress of trade programs ensuring that promotional materials and displays are set up in stores as planned.
• Work with the sales, product, and brand teams to ensure alignment of trade marketing activities with overall business objectives.

In-Store Marketing & Merchandising

• Oversee the execution of in-store displays, POSM, and visual merchandising strategies to ensure they align with the brand's image and objectives.
• Regularly conduct store visits to ensure that marketing materials and product displays are correctly set up and maintained.
• Collaborate with retailers to optimize product placement on shelves and displays to maximize product visibility and sales.

Sales & Market Analysis

• Analyze sales data to evaluate the effectiveness of trade marketing campaigns, adjust strategies accordingly based on performance.
• Conduct market research on market trends, competitor activities, and consumer behavior to for future marketing strategies and new opportunities planning.
• Prepare reports for senior management on the effectiveness of marketing campaigns, highlighting key metrics like sales growth, ROI, and consumer engagement.

Collaboration

• Work with other departments (sales, logistics, product, finance) to ensure smooth execution of marketing programs and alignment with broader business goals.
• Finding opportunity on 3rd party vendor to conduct joint event to enhance the sales performance together.
• Achievement

-B2B Carnival Sales 2024 - RM 1.5 mil in total.

Team Supervision and Leadership:

• Managing and leading a team of store managers and retail staff within the designated area.
• Provide coaching, training, and development for store teams to ensure consistent performance.
  Oversee staffing, scheduling, and recruitment for the stores.
  

Sales and Performance Management:

• Monitor and drive sales performance across stores within the area.
• Analyze sales data and store performance to identify opportunities for growth and improvements.
• Ensure stores are meeting their sales targets and KPIs (Key Performance Indicators).
  

Customer Experience

• Oversee customer service standards and ensure a high level of customer satisfaction across all stores.
• Address customer complaints and resolve issues promptly.
  Implement customer retention strategies.

Store Operations and Merchandising

• Support the implementation of store visual merchandising standards, ensuring displays are attractive and aligned with brand guidelines.
• Assist with the implementation of promotional activities and in-store campaigns.
• Ensure stores are operating efficiently, from opening to closing.
  
• Reporting and Administration
• Prepare regular reports on store performance, sales figures, and other operational data.
• Ensure compliance with company policies and health and safety regulations.
• Assist the Area Manager with administrative tasks, including budget management and expense control.
  

Collaboration with Senior Management:

• Communicate regularly with the Area Manager to update on performance and any issues or opportunities within the stores.
• Assist with strategic planning to optimize store performance and achieve company objectives.
  

Team Supervision and Leadership:

• Ensure front-line staff consistently meet monthly sales targets to contribute to the achievement of overall company goals.
• Act as a motivator, driving front-line staff to complete tasks effectively while maintaining high levels of discipline and focus.

Sales and Performance Management:

• Monitor and drive sales performance across stores within the area.
• Analyze sales data and store performance to identify opportunities for growth and improvements.
• Ensure stores are meeting their sales targets and KPIs (Key Performance Indicators).

Store Operations and Merchandising

• Assist with the implementation of promotional activities and in-store campaigns.
• Ensure stores are operating efficiently, from opening to closing.

Reporting and Administration

• Regularly report monthly sales achievements and performance metrics to the General Manager for strategic review.

Account Management

• Managed a diverse portfolio of accounts, ensuring consistent revenue generation and client satisfaction.
• Cultivated strong client relationships to maintain high retention and trust.

Customer Experience & Service

• Delivered exceptional user experience services, collaborating closely with talent agents to elevate customer service standards.
• Identified customer needs and provided tailored solutions, guiding clients toward informed decision-making.

Visual Merchandising & Design

• Led visual merchandising efforts, creating 3D design mock-ups using specialized software to help clients accurately visualize product designs.
• Provided design consultations to ensure clients achieved their desired aesthetic outcomes.

Market Analysis & Competitive Positioning

• Developed a deep understanding of competing products, strategically positioning our offerings as superior alternatives in the marketplace.
• Leveraged market insights to suggest improvements and maintain competitive edge.

Leadership & Staff Development

• Provided leadership and mentorship to junior staff, fostering success by sharing best practices and supporting professional development.
• Trained and guided team members to enhance their skills and improve overall performance.