Steven Cheong Koong Seng
Sales Experience In FMCG
Ipoh
Summary
Results-driven LMT Lead brings background FMCG account management. Thorough in sales support, revenue forecasting, and monthly reporting. Responsive to changing market conditions and resilient in face of challenges to consistently exceed expectations.
Experience in GT & MT FMCG.
Overview
2025
2025
years of professional experience
2000
2000
years of post-secondary education
Work History
LMT Lead (Local Modern Trade)
QSR Trading Sdn Bhd
07.2021 - Current
- + Regional Sales Manager (North & East Coast)
- Manage LMT Chain like TF Value, Billon, Tunas Manja, Pantai Selamat, Bs Group, Maslee, Hwa Thai, Sunshine etc.
- Negotiated favorable trade agreements that resulted in cost savings and increased profitability for the company.
- Evaluated the effectiveness of ongoing promotions using data-driven insights, informing future campaign planning efforts.
- Achieved consistent sales growth by identifying untapped markets while leveraging existing relationships for new business opportunities.
- Increased product visibility with successful merchandising strategies, strengthening brand presence in the market.
- Conducted regular market research to stay informed of industry trends and competitor activities, informing strategic decision-making processes.
- Contributed to the development of annual sales budgets and forecasts, providing valuable input on market trends and growth potential.
- Managed a diverse portfolio of accounts, ensuring optimal product assortment and positioning within each retail location.
Sales Manager GT & MT (Northern)
Indadi Utama (M) Sdn Bhd
7 2020 - 06.2021
- >Managing wholesaler & Direct account business (Tesco, Aeon Big, Mydin, Giant, Jaya Grocer, Econsave, The Store, CMart, Billion & Sunshine
- >Build a good relationship with the wholesaler & direct account PIC so that they will help us to influence their sales team to help to penetrate more SKU in the outlet (Providing the wholesaler salesman incentive scheme to help to drive more SKU & sales selling into each outlet)
- >Continuously explore & open new outlet (Large Provision & Chain Store)
- >Continuously approach current account to listing in all SKU in their outlet
Property Agent
Rina Properties Asia Sdn Bhd
08.2017 - 06.2020
- >As a Property Agent in Perak area
Regional Distributor Manager GT & MT except KA (Central Region)
Friesland Campina (Dutchlady (Malaysia) Berhad)
08.2016 - 07.2017
- >Managing Distribution, Sell in & Sell out for Central Region from Negeri Sembilan, Selangor, Kuala Lumpur, Bentong/Raub - Pahang)
- >Direct Report- 4 Distributor Manager handling of 5 distributors in Central Region
- >Planning & Forecasting the budget needed to help to achieve KPI
- >Explore issue & opportunity when visit market as to further improve sales operation & distribution
- >Regularly monitoring sales performance by distributor, by area & by outlet
- >Lead & Couch the Distributor Manager when visit market in terms of their negotiation skills & communication approach
- >Encourage the Distributor Manager to have nothing to lose mind set when approaching for idea & execution
Assistant Sales Manager GT & MT except KA
Mondelez (Malaysia) Sales Sdn Bhd
06.2014 - 07.2016
- > Managing total 2 Branches Prai & Alor Setar, (1 - Branch Manager, 3 - Supervisor, 19 – Seller)
- > Build good business relation with Local SMKT Chain outlet like C-Mart, Sunshine, Aneka, Bandar Baru, Yawata & The Store Group to help to increase their sales & share of market by planning monthly promo, mailer, and scan data sales to help drive the sales output to consumer
- > Responsible for Monitoring Sales & Promotion Execution
- > Lead them to overcome challenges & improve in speed of execution of promotion in the outlet with better planning & execution
- > Lead sales team to become as one team to achieve company KPI
- > Coaching & training sales team to have more capabilities in handling outlet issue especially SMKT seller
- >Create back the right working environment for the sales team so that they will feel more secure & energized with their work
- > Motivate sales team to have a positive mentality towards challenges ahead
- >Celebrate with team like gathering with them monthly especially after meeting as a rewards & motivation for them to fight any challenges ahead as one team
- >Create a good working environment for the sales team (Allow them to have 2 ways communication & chat platform among the management, sales & merchandiser
TERRITORY SALES MANAGER GT & LMT
Unilever Holding (Malaysia) Sdn Bhd
01.2012 - 06.2014
- >Responsible for Monitoring Sales & Execution of Promotion & also provide coaching & training to the sales team in order to have a higher capabilities & stronger sales force
- > YTD 2014 Sales Growth 25% vs
- LY (From RM 1.47 Mil to RM 1.83 Mil)
- > Total Sales Growth 14% for 2013 vs
- 2012 (From RM 9.8 Million to RM 11.2 Million)
- > Improve Speed to market by improving delivery from Distributor to outlet from 96 hours to 48 hours by changing their delivery schedule to match with salesman Itinerary
- > Improving ECO (Active Customer) from 65% to 81% by rearrange salesman PJP accordingly based on their Sales turnover & providing them the weekly update for the ECO for better monitoring & result
- > Improve Distribution & sales to van runner hotspot outlet by given special package discount
- > Improve more prominent & share of space in the outlet especially for those HTO by coaching & training operation manager & their sales team to be more highly demand on requesting the space for display each category brands
- > Convert Large Provision & SMKT from Normal store to Perfect Store by convert the right share of space according to AC Nielsen report, secure more prominent & good display with the right POSM dress up in the outlet & also maximize the SKU availability in the outlet by selling more range in the outlet
- > Create discussion & feedback for sales team to further improve communication by creating a whatsapp group for the sales team
- > Proposed distributor to have additional oversea incentive trip for sales team if they able to achieve half yearly target
AREA SALES EXECUTIVE GT & MT
Fonterra Brands (Malaysia) Sdn Bhd
01.2006 - 01.2012
- > Managing Distributor turnover of 3.8 to 4.1 Million for whole Perak area
- > Active customer averagely achieving 92% above & Effective Call by 90% above by daily monitoring thru sales result & distribution updated to the customer by email, sms & print out to salesman scoreboard
- > Train & coaching the sales team to become more capable in terms of their skill & negotiation by providing them guidance & discussion after each meeting with outlet & highlighted them their SWOT analysis to help to improve their weaknesses
- > Achieving Forecast accuracy above 80% throughout the year by forecast using AMS & training the sales team to sell the right sku & qty to the right outlet
- > Able to convert top 100 customer in the outlet list to become Winning In Store outlet
- > Planning Mailers & Promotion for Certain Channel in order to help their business to become more competitive in the market
- > Coaching on Salesman & Merchandiser to improve their capabilities & skills up to the standard
Sales Representative
Permanis Sandilands (Pepsi) (Nam Quan Sdn Bhd)
01.2004 - 01.2005
- > (Job mainly on servicing key outlet - targeting sales by ctn & merchandising according Plano gram & also execution of promotion)
Central Buyers
OSK Securities Sdn Bhd
01.2002 - 01.2003
- > Job scope is same like remiser in securities firm but only this job hire by OSK securities
- It work load is to help OSK customer to key in their prefer share in the system & remind to the customer once
Assistance Remiser
TA Securities Bhd (Formerly Known as Botly Securities Sdn Bhd)
01.2001 - 01.2002
Education
Advance Diploma - Business Administration
Thames Oxford
Diploma - Business Administration
Thames Oxford
Certificate - Business Administration
Institute Sarjana
Skills
Microsoft Office (Excel, Words & Power Point)
People Management
Negotiation
Motivation
Persuasion
Coaching Skills
Analytical skills
Pricing strategy
Goal-oriented mindset
Promotion planning
Upselling strategies
Problem-solving abilities
Area Of Expertise
- Microsoft Office (Excel, Words & Power Point)
- People Management
- Negotiation, Motivation, Persuasion & Coaching Skills
- Analytical skills
Resumesummary
Advance Diploma In Business Admin, 16 years of Sales Experience (13 Years in Supervisory & Management), Negotiable
Salesachievement
- Indadi Utama (M) Sdn Bhd, Sales Manager (Northern Region), FY19/20, Total Sales incremental 12% vs target., Reactive back the account for potential wholesaler & direct outlet to help to improve further distribution in Penang & Kedah., FY19/20, SASA, Sales have been incremental 28% vs last year.
- Friesland Campina (Dutch Lady (M) Berhad), Regional Distributor Manager GT (Central Region), 08/16 to 07/17, Reduce OOS from 7.26% to Jan 4.16%., YTD 16/17, Sales incremental 8% vs target.
- Mondelez (Malaysia) Sales Sdn Bhd, Assistant Sales Manager Upper North - Penang, Kedah, Perlis & Upper Perak, 06/14 to 07/16, 2014, Sales achievement 100% versus target although facing Halal Issue on Cadbury last year., 2016, Sales achievement 108% versus target., Improve Effective Coverage from 60% to 80% YTD., Improve MSS Achievement (Must Sell List) from 33% to 55%., YTD reduce Sales Team Attrition rate from previously 85% to 25%.
- Unilever Holding (Malaysia) Sdn Bhd, TERRITORY SALES MANAGER Upper East Coast 2012/13 -Terengganu/Kelantan & Upper North 2013/14- Penang / Kedah, 2012 to 06/14, Jan & Feb 2014, Ytd Sales Growth 25% Vs LY (From RM 1.47 Mil to RM 1.83 Mil), 2013, Total Sales Growth 14% for 2013 Vs 2012 (From RM 9.8 Million to RM 11.2 Million)
- Fonterra Brands (Malaysia) Sdn Bhd, AREA SALES EXECUTIVE, 2006 to 2012, Total Sales Growth 81% From 2008 to 2011 (From RM 2.1 Million to RM 3.8 Million), Remain Top 5 Sales Achiever in the company for the past 5 Years., Distributor gets recognition for achieving Top 3 sales achiever in 2010 & 2011.
Possessowntransport
True
Expectedmonthlysalary
Negotiable
Currentsalarybasic
RM7,800
Personal Information
- Available: 1 Month Notice
- Date of Birth: 01/04/78
- Gender: Male
- Nationality: Malaysian
- Marital Status: Married
- Religion: Buddha
References
- Chan Chong Thye (General Manager) (012-4303358)
Timeline
LMT Lead (Local Modern Trade)
QSR Trading Sdn Bhd
07.2021 - Current
Property Agent
Rina Properties Asia Sdn Bhd
08.2017 - 06.2020
Regional Distributor Manager GT & MT except KA (Central Region)
Friesland Campina (Dutchlady (Malaysia) Berhad)
08.2016 - 07.2017
Assistant Sales Manager GT & MT except KA
Mondelez (Malaysia) Sales Sdn Bhd
06.2014 - 07.2016
TERRITORY SALES MANAGER GT & LMT
Unilever Holding (Malaysia) Sdn Bhd
01.2012 - 06.2014
AREA SALES EXECUTIVE GT & MT
Fonterra Brands (Malaysia) Sdn Bhd
01.2006 - 01.2012
Sales Representative
Permanis Sandilands (Pepsi) (Nam Quan Sdn Bhd)
01.2004 - 01.2005
Central Buyers
OSK Securities Sdn Bhd
01.2002 - 01.2003
Assistance Remiser
TA Securities Bhd (Formerly Known as Botly Securities Sdn Bhd)
01.2001 - 01.2002
Diploma - Business Administration
Thames Oxford
Certificate - Business Administration
Institute Sarjana
Sales Manager GT & MT (Northern)
Indadi Utama (M) Sdn Bhd
7 2020 - 06.2021
Advance Diploma - Business Administration
Thames Oxford
Similar Profiles
AINA FADZLIN RAHIMAINA FADZLIN RAHIM
CASHIER at QSR BRANDS (M) HOLDINGS SDN BHDCASHIER at QSR BRANDS (M) HOLDINGS SDN BHD
PAVITRAN JAGANAZANPAVITRAN JAGANAZAN
Project Engineer at Mega Oriental Engineering & Trading Sdn BhdProject Engineer at Mega Oriental Engineering & Trading Sdn Bhd
NURBALQIS 'AQILAH BINTI HALIMNURBALQIS 'AQILAH BINTI HALIM
Private Tutor at Simply SS Trading Sdn. BhdPrivate Tutor at Simply SS Trading Sdn. Bhd