Li Siew, Chai
Bandar Sri Damansara,Malaysia
Summary
Detail-oriented professional with extensive experience in administrative procedures. Manages daily operations with exceptional planning and organizational skills, ensuring timely project delivery. Proven ability to streamline processes and enhance efficiency in various tasks.
Overview
16
16
years of professional experience
Work history
In-Store Excellence Manager
Beiersdorf (Malaysia) Sdn Bhd
08.2025 - 01.2026
- Define In Store Fundamentals and PICOS (Picture of Success) according to Brand Guidelines
- Work with Suppliers/agency for the adaptation, procurement and on time delivery of all merchandizing materials
- Management of In Store KPI & Display Guidelines Sales Operations Team
- Work in Collaboration with Category Planning Team & Procurement to source for Fit for Purpose GWP for different shopper mechanics/Objectives
- Work in collaboration with relevant cross functional team to ensure in store & concourse activations are activated as per plan and on time
Market Planning Manager
Coca-Cola Refreshments Malaysia Sdn Bhd
Selangor
01.2022 - 08.2025
- Responsible for developing, sourcing and delivering market winning point of sales materials for the sales team to execute in the market
- Liaise and collaborate with Marketing team in the development and review of campaign materials
- Accountable in ensuring all point of sales materials reaches intended locations on a timely manner
- Lead in-depth knowledge of the habits, attitudes and behaviors that influence consumers at the point of sale in different channels
- Lead the design team to develop high quality shopper materials, internal content and customer specific activations
- Manage and monitor design and adaptation jobs to ensure timely delivery
- Collaborate with procurement team to ensure cost efficiencies and material quality
- Accountable for sourcing, updating and communicating latest developments, trends, initiatives and competitive actions within the channel, assessing implications/opportunities for company categories and brands.
- Accountable for sourcing of premiums and planning of customized promotions with stakeholders and liaison with vendor.
- Work with Commercial Planning Director and Commercial Finance to maintain price list and revisions
- Share required trade communication materials to sales teams in a timeline fashion.
- Track and monitor the department budget and ensure to spend within the allocated budget.
Trade Activation Manager
Coca-Cola Refreshments Malaysia Sdn Bhd
Selangor
01.2021 - 06.2022
- Support Regional Sales Managers and achieve business goals through trade activation initiatives.
- Responsible for activation planning, execution and sampling events planning across channel.
- Managing Regional Trade Activation Executive & Trade Activation Specialist (Merchandiser) in terms of their Key Performance Indicators, capabilities, discipline and human resource related issues.
- Responsible for all events activity
- Track and monitor the department budget and ensure to spend within the allocated budget.
Senior Market Planning Executive
Coca-Cola Refreshments Malaysia Sdn Bhd
Selangor
01.2017 - 12.2020
- Responsible for developing, sourcing and delivering market winning point of sales materials for the sales team to execute in the market
- Accountable in ensuring all point of sales materials reaches intended locations on a timely manner
- Lead in-depth knowledge of the habits, attitudes and behaviors that influence consumers at the point of sale in different channels
- Collaborate with procurement team to ensure cost efficiencies and material quality
- Accountable for sourcing of premiums and planning of customized promotions with stakeholders and liaison with vendor.
- Share required trade communication materials to sales teams in a timeline fashion.
Channel Marketing Executive
Coca-Cola Refreshments Malaysia Sdn Bhd
Selangor
02.2014 - 12.2016
- To develop and execute trade marketing plan, monitor and evaluate the market shares.
- Able to work closely with Directors / Managers to obtain alignment on channel marketing plan, calendar activities and promotions.
- Propose with ideas, plan and implement consumer & trade promotions as well as marketing activities to drive sales.
- Track & monitor in-store activation promotions, point of sales material, equipment placement, marketing activities and new launches.
- Accountable for sourcing of premiums and planning of customized promotions with stakeholders and liaison with vendor.
- Always alert on competitors’ activities and conduct monthly competitors report.
- Analyze market situation and evaluate sales performance and propose solution/ideas/programs to counter competition.
- Lead and participate in tasks force and market visit on the latest promotion in the market.
- Implement regional / national trade marketing plan to achieve sales target, profile and market share targets.
- Work closely with the Channel heads/ Branch heads to ensure excellence execution of all Modern/Traditional Trade promotions based on the Roll-Out Plans.
- Manage trade spends within every channel and propose the most effective ways for spending.
- Update and maintain pricing model, catalogue and communicate to sales team.
Marketing Coordinator
Johnson & Johnson Sdn. Bhd
Selangor
01.2011 - 11.2011
- Manage on promotion allocations, distribution and availability of all point of sales material and stocks for every promotion.
- Negotiate pricing and liaise with supplier for the POSM.
Customer Service (Internship)
Super Pages Media Sdn. Bhd
Selangor
10.2010 - 01.2011
Business Information Department (internship)
Super Pages Media Sdn. Bhd
Selangor
10.2009 - 01.2010
Education
Bachelor Degree - Management & Communication
SEGi University
Subang JayaSPM - undefined
Sekolah Menengah Kebangsaan (Perempuan)
Jalan IpohUPSR - undefined
Sekolah Jenis Kebangsaan Cina Mun Choong
Jalan IpohSkills
- Microsoft Excel
- Microsoft Word
- Microsoft Power Point
- ChatGPT
- Power BI
- SAP
INTERESTS
Online research and learning, Shopping, Travelling
Timeline
In-Store Excellence Manager
Beiersdorf (Malaysia) Sdn Bhd
08.2025 - 01.2026
Market Planning Manager
Coca-Cola Refreshments Malaysia Sdn Bhd
01.2022 - 08.2025
Trade Activation Manager
Coca-Cola Refreshments Malaysia Sdn Bhd
01.2021 - 06.2022
Senior Market Planning Executive
Coca-Cola Refreshments Malaysia Sdn Bhd
01.2017 - 12.2020
Channel Marketing Executive
Coca-Cola Refreshments Malaysia Sdn Bhd
02.2014 - 12.2016
Marketing Coordinator
Johnson & Johnson Sdn. Bhd
01.2011 - 11.2011
Customer Service (Internship)
Super Pages Media Sdn. Bhd
10.2010 - 01.2011
Business Information Department (internship)
Super Pages Media Sdn. Bhd
10.2009 - 01.2010
SPM - undefined
Sekolah Menengah Kebangsaan (Perempuan)
UPSR - undefined
Sekolah Jenis Kebangsaan Cina Mun Choong
Bachelor Degree - Management & Communication
SEGi University