Kwan Teng Hong
Commercial Planning
Subang Jaya
Summary
Experienced trade marketing professional with 11 years of experience at Philip Morris, consistently driving volume and growth via on point communication to frontlines. Accomplished at developing effective trade promos and conducting analytics on brand performance while leading with trade targeted pilots to explore brand opportunities in trade . Expert in deploying trade processes and executions to strengthen market positioning at national retail level.
Overview
17
17
years of professional experience
2007
2007
years of post-secondary education
2
2
Languages
Work History
Trade Marketing Manager
Clarios
09.2024 - Current
- Work with AFM team to design trade policy to expand distribution network to achieve business targets.
- Formulate and manage trade promotion policy include sell in, sell through and sell out to drive performance growth, manage trade promotion and seminars through planning, forecasting, and budget control, motivation system for multi-channels.
- Develop consumer experience platforms system, connecting with trade policy and in-store merchandising to build up customer loyalty and active rate.
- Optimize POSM (Point of sales material) design and in-store mechanizing, making sure the in-store display is aligned with the brand positioning.
- Organize/launch channel seminars, conferences, and activities and evaluate the productivity of the seminars afterwards.
- Supported the development of annual budgets, consistently achieving cost-saving targets without compromising strategic objectives.
- Enhanced regional customer relationships by providing ongoing support, addressing concerns, and promptly resolving issues.
- Helped develop opportunities of seasonal programs and marketing programs to achieve retail needs and maximize sell-through.
- Lead aftermarket product portfolio analysis through market dynamic, technology trend, market intelligence, competitor study, voice of customer, develop product plans to address overlaps / gaps / opportunities and ensure alignment to Clarios product strategy.
- Develop value proposition for Clarios brands and competitive differentiation to build marketing materials, product communication for customers and consumers, including Ecommerce, branding programs, customer meetings, etc.
- Work closely with product team to develop and executed a compelling brand portfolio which drives volume, including but not limited to product positioning, brand story creation, product package & POSM development and improvement, new products/brands launch.
- Create and maintain VARTA brand self-own platforms and social media accounts. Leverage global / regional content for regular interactions with brand fans to promote brand positioning.
- Develop and maintain B2C leads-driven SEM/SEO, contain daily operation and amplification in peak seasons, increase brand positive exposure.
- Developing and implementing social media communication strategies in key industry & mainstream media platforms, continuously create positive brand and product WOM. Regular social media buzz monitoring & analysis, develop media listening reports per half year.
Commercial Planning Executive
Philip Morris Malaysia
08.2022 - Current
- Initiated and scaled the successful IQOS Partners in indirect retail in Malaysia. Achieving 20 outlets with in 2023 and while introducing and integrating a new channel model.
- Developed a partnership model with P4P incentive scheme to the partner, will achieving a 40% surge in overall revenue for partners.
- Identifying new channels for partner growth and negotiations with business owners.
- Led the process for partner program to select and identify new channel opportunities to
replicate services in IQOS authorized retail sector while expanding our touchpoints. - Successfully championed the new product launch in authorized retail and trade-in process
for new product launch with data driven insights with clear and decisive communications to
frontliners. - Localizing new product in the pipeline and simplifying processes for adoption in local
market while syncing with online and retail platforms. - ntroduced a transformed a consumer referral program, while boosting communications
across omnichannel touch points and enhancing the referral incentive leading to a 50%
increase in referral-generated business and $0,5 million in extra revenue. - Monitor and own business performance for direct retail and partners (e.g. Projects, SOM,
Comp activities, volume, trends.) - Coordinate with stakeholders to maintain related database of IMS/Offtake and develop
systems or propose methodologies to track and maintain data in collaboration with region. - Providing training and coaching to coaches during monthly briefing and ad-hoc meetings
Retail Deployment Supervisor
Philip Morris (Malaysia) Sdn Bhd
01.2018 - 07.2022
- Responsible to plan, direct and coordinate a course that will build the foundation for a new
product launch. Also responsible for improving performance, productivity, efficiency and
profitability through the implementation of effective methods and strategies in a retail
environment. - Deploy plans of product sales in retail and exploring other methods to grow the business.
- Suggest new consumer engagement mechanics based on field observations and tests.
- Create an environment in point of sales comfortable for consumers and sales experts’ work.
- Managing area strategy & operations., working with various work streams to plan and support all execution and implementation of
strategy are execute timely through clear communication and constant team updates. - Lead, coach and develop team members(Retail Consultants) to meet identified objectives(KPIs).
- Identify, propose and execute, activation initiatives that generate foot traffic into the store to ensure store sustainability & achieving business KPIs.
Distribution Executive
PHILLIP MORRIS (M)
10.2013 - 12.2017
- As a distribution executive in Phillip Morris, I am essentially tasked with committing to monthly and yearly sales target and achievements
- The job also requires me to coach sales representatives to perform at their highest potential
- Such as selling the right products to the right channels, ensuring product freshness, achieving monthly target and etc
- My job also requires me to perform advocacy to retailers, analyzing sales trends, out of stock prevention and increasing share of market in all channels.
- Maintained established levels of goods based on sales forecasts and demand to fulfill orders on time.
- Collaborated with suppliers to negotiate better pricing, resulting in cost savings for the company.
Merchandiser Executive
PHILIP MORRIS (M)
10.2012 - 10.2013
- As a merchandiser in Phillip Morris, it is my duty to increase and maintain product visibility as well as to build a good relationship with retailers
- To ensure product advocacy is passed on the retailers and consumers alike as well ensuring that all channels are provided with the utmost service at all times.
- Optimized inventory turnover by closely monitoring sell-through rates and adjusting replenishment orders accordingly.
- Monitored store traffic and customer engagement to determine display effectiveness.
- Used props and lighting to enhance appearance and visibility of displays.
- Created interior displays to promote products in alignment with corporate sales objectives.
- Maximized floor space utilization by rearranging fixtures according to changing business needs and customer traffic patterns.
Test Product Engineer
Unisem
09.2009 - 09.2012
- In Unisem I am positioned in final test department and assigned to a dedicated customer(AATI) and my job scope includes: To report on a daily basis with customer via conference calls
- Troubleshooting devices while working closely with customer's engineer.
Rf Baseband Engineer
Foxconn( Motorola Mayang)
04.2008 - 05.2009
- Based in Motorola iden as a Rf baseband test engineer
- In charge of testing communication products with knowledge of automated test equipments to ensure product design will work according to specifications and also working closely with design engineers to troubleshoot and test product to justify the change or improvements implemented.
Education
Professional Degree in Engineering (Electrical/Electronic) - Power Systems
Northumbria University
Professional Certificate in Engineering (Electrical/Electronic) - Electrical and Electronic
Polytechnic Ungku Omar
Skills
Marketing and Sales Strategy
Retail and Planning development and long term strategies for combustible and reduced risk products, resulting in the opening of the first retail stores in Malaysia in the heat not burn category Leading in heat not burn in market share through identification and targeting of key consumer segments
Data Driven Insights
Utilize company data or market insights to comprehend consumer behavior in retail and other face to face to implement strategies that resulted in growth in awareness of product
Consumer Engagement and NPS
Achieve a 92% high mystery score through development of retail coaches and streamlining the consumer journey in retail environment
Employee Coaching and Mentoring
Business Development
Team Leadership
Project Management
Analytical Thinking
Negotiation and Conflict Resolution
Customer Focus
Personal Information
- Age: 41 years
- Gender: Male
- Nationality: Malaysia
Timeline
Trade Marketing Manager
Clarios
09.2024 - Current
Commercial Planning Executive
Philip Morris Malaysia
08.2022 - Current
Retail Deployment Supervisor
Philip Morris (Malaysia) Sdn Bhd
01.2018 - 07.2022
Distribution Executive
PHILLIP MORRIS (M)
10.2013 - 12.2017
Merchandiser Executive
PHILIP MORRIS (M)
10.2012 - 10.2013
Test Product Engineer
Unisem
09.2009 - 09.2012
Rf Baseband Engineer
Foxconn( Motorola Mayang)
04.2008 - 05.2009
Professional Certificate in Engineering (Electrical/Electronic) - Electrical and Electronic
Polytechnic Ungku Omar
Professional Degree in Engineering (Electrical/Electronic) - Power Systems
Northumbria University
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