MICHELLE TOH
Regional Trade Marketing Manager
Kuching
Summary
Experienced in Sales Management with close to 10 years of experience in strong administrative skills, management workflow and customer communication. Proven ability to work effectively in a team and deliver results. Passionate in exploring something new to further expand my skills and contribute to the success of a dynamic organization. In my previous role as an Assistant Channel Manager, I successfully provided consistent achieved sales targets. With a strong attention to detail and excellent problem-solving skills, I am confident in my ability to drive business growth and to fulfill the expectations given.
Overview
15
15
years of professional experience
4
4
Languages
Work History
Regional Trade Marketing Manager - EM Sarawak Region
F&N Beverages Marketing Sdn Bhd
02.2025 - Current
- Serving as Regional Trade Marketing Manager at F&N Beverages Marketing Sdn Bhd, I am responsible for managing and working with my team in developing Trade Channels to drive Offtake & Key Consumer Pull as well to work closely with Brand Team to enhance Brand Visibility and engagement in the Trade.
- Channel/Business Development: Identify and evaluate channel opportunities to expand market reach and increase sales volume. Develop and implement channel strategies and tactics to maximize channel performance and achieve business objectives.
- Relationship Management: Build and maintain strong relationships with retailers. Provide support and guidance to Sales Team/Channel Executives to optimize their performance and drive mutual success.
- Sales and Marketing: Collaborate with the Sales and Brand Marketing teams to develop and execute Channel-specific sales and marketing initiatives. Provide input and insights to support the development of channel-specific marketing collateral, promotions, and campaigns.
- Data Analysis and Reporting: Utilize data analytics tools and techniques to analyse channel performance, identify trends, and recommend improvements. Prepare regular reports to management and strategies to improve.
Assistant Channel Manager – Sarawak MT Key Account
Yee Lee Trading Co. Sdn Bhd
01.2023 - 02.2025
- Overseeing Key Channel Account (MT) for total Sarawak Region
- Plannings for Business Development Opportunities with Strategic Marketing & Promotion Activities in close liaison with HQ Marketing Team
- Handling & Liaising with Branch Executive/ Manager in Cost Efficiency Operations & Warehouse Matters
- Conducting Risk Assessment on Debtor reports, ensuring financial stability and informed decision-making
- Provided comprehensive training to the Sales Force team as well Channel Executives Team, fostering a culture of excellence and Top Performing Executives in the East Malaysia Region
Senior Channel Executive – Kuching MT
Yee Lee Trading Co. Sdn Bhd
04.2017 - 12.2022
- Managed and developed local key distribution channels to drive sales and revenue growth.
- Collaborated with internal teams and external partners to ensure effective channel strategies and execution.
- Identified and evaluated new channel opportunities to expand market reach and increase sales volume.
- Built and maintained strong relationships with retailers.
- Monitored and tracked channel performance against targets and implemented corrective actions as needed.
- Utilized data analytics tools and techniques to analyse channel performance, identify trends, and implement actions
- Prepared regular trainings for Sales Team and Merchandisers to improve Knowledge and Enhance Skills
- Coordinating with office in Daily Branch Operations for Modern Trade
Assistant Sales Manager - GBA Products
Choon Hua Trading Corporation Sdn Bhd
12.2015 - 03.2017
- Assisting DGM in Brand Products Sales Performance for Kuching Team in overall and Collection Target.
- Business Development in GT & MT to ensure Company Targets are achieved.
- Building and maintain relationships with key clients
- Developed and implemented sales strategies and tactics to increase market share.
- Evaluated market trends and customer needs to identify new business opportunities.
- Managed customer inquiries and resolved issues in a timely manner.
- Collaborated with cross-functional teams to ensure smooth operations and customer satisfaction.
Marketing Coordinator
Allexcel Trading Co. Sdn Bhd - Red Bull Malaysia (Now known as under Yee Lee Marketing Sdn Bhd)
07.2010 - 12.2012
- Managed Team of Promoters and liaising with HQ on National Program Roadshow Events
- Project Planning & Coordination with HQ Team
- Branding Development via Promoter Sampling
- Market Promotion Activation and Sales Liaison with Distributors Sales Team.
Education
Executive Diploma - Accounting & Finance (ExDAF)
FAME International College
Diploma - Computer Studies
FAME International College
01.2008
Skills
Problem Solving
Accomplishments
- Handled a Project Event “Red Bull Monkey Run” 1st in East Malaysia (Kuching) in year 2012 in collaboration with shopping mall (The Spring Shopping Mall)
- Implemented a proper workflow internally in branch to smooth out the whole operation process while in Yee Lee Company when just joined not long ago in Year 2018
- Managed to convince retailer to work with Yee Lee Brand to run on the promo (Key Account success)
- Continuous improvement of sales and achievement from 2018-2022 (Promoted from Channel Executive to Senior Channel Executive and to Assistant Channel Manager)
- Activated the Branding of Premise and communicated to convert the Premise to the “Exclusive” of F&N Beverages Focus
Training
The 7 Habits of Highly Effective People (By Franklin Covey)
Timeline
Regional Trade Marketing Manager - EM Sarawak Region
F&N Beverages Marketing Sdn Bhd
02.2025 - Current
Assistant Channel Manager – Sarawak MT Key Account
Yee Lee Trading Co. Sdn Bhd
01.2023 - 02.2025
Senior Channel Executive – Kuching MT
Yee Lee Trading Co. Sdn Bhd
04.2017 - 12.2022
Assistant Sales Manager - GBA Products
Choon Hua Trading Corporation Sdn Bhd
12.2015 - 03.2017
Marketing Coordinator
Allexcel Trading Co. Sdn Bhd - Red Bull Malaysia (Now known as under Yee Lee Marketing Sdn Bhd)
07.2010 - 12.2012
Diploma - Computer Studies
FAME International College
Executive Diploma - Accounting & Finance (ExDAF)
FAME International College
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