SUDIRMAN WALID
Puchong ,Selangor
Summary
Senior management professional with over 25 years of experience in the Telco, Retail, and FMCG industries. Consistently drives business growth and delivers high value. Skilled in navigating dynamic consumer segments amidst rapid technological advancements. Successfully initiates and executes strategic transformation initiatives to ensure business relevance in the face of evolving customer behaviors and market trends. Started career as a Management Trainee at Nestle, honing expertise in various Sales Management roles over 11 years. Expanded skill set at Maxis, acquiring start-up and entrepreneurial skills to spearhead the Broadband business. Strengthened leadership capabilities at Avon, a direct selling and cosmetics company, gaining exposure to direct selling and franchise operations. Joined Telekom Malaysia to optimize sales channels through effective and efficient channel management practices inspired by FMCG best practices. Served as CEO of Telekom Sales & Services, a subsidiary company overseeing retail sales, customer services, and outlet transformation to drive profitability while managing the company's P&L. After 4 years, returned to Telekom Malaysia Group at Unifi to continue developing an Integrated Channels framework across Consumer and SME/Business segments.
Overview
27
27
years of professional experience
6
6
years of post-secondary education
Work History
GM Integrated Channel
unifi
Kuala Lumpur
7 2021 - Current
- Responsibility to deliver sales performance of unifi for consumer segment via effective channel management
- Custodian of sales channel strategy, policy, governance & compliance for unifi
- Design compensation plan for external partners & direct sales team
- Provide conducive environment for operational excellence for sales channels
- Identified relevant program for channel development
- Custodian of relevant legal statutory to ensure compliance ie PDPA, ABMS (Anti Bribery Mgt System)
CEO Telekom Sales & Services Sdn Bhd
2017.08 - 2021.06
- Managed a subsidiary company focusing on sales & services and retail for consumer & SME segments
- Initiated & worked on strategic initiatives for transformation of retail sales & services outlets
- New retail design for TMpoint
- Outlet optimization & rationalization
- Cost & process improvement
- People & manpower optimization
- Improvement in various customer services measurement: TRI
- M Index & NPS
- Lead negotiation for Union management for CA 2018-2021
- Chairman of OSHE Committee for TMpoint
- Awarded Gold Award OHMS in 2018
GM Outlet Development
Telekom Sales & Services Sdn Bhd
Kuala Lumpur, Kuala Lumpur
2014.10 - 2017.07
- Responsibility for managing development of TMpoint at Telekom Sales & Services Sdn Bhd
- Worked with external consultant - FITCH, in designing & building new design & concept for TMpoint
- Launched new program for Authorised Dealers with CODO (Company Owned Dealer Operated) at strategic locations
- Negotiated & replaced with new payment system for TM bills at TMpoint with cost saving improvement of 30%.
GM Channel Management, Consumer, TM
2012.02 - 2014.09
- Management of TM resellers for Streamyx & Unifi
- Provided conducive environment for Partners to operate via: Operational excellence with dedicated centralized Hotline dealer support
- Improvement in commission process for faster payout & better transparency to Partners
- Develop Kiosk for Agents (KFA) program at malls for consistent branding & visibility
- Lead Channel Lab program with BCG on Channel Transformation initiatives
Senior Manager, Avon Cosmetics
2010.09 - 2012.01
- Managed key sales performance indicators for division and implemented field activities based on programs calendar
- Defined and implemented key sales performance indicators for the Division in compliance with organizational policies and procedures
- Set up and managed sales programs and events encompassing dealers’ challenges, incentives trips, new dealers’ development program, recruitment program, national sales conference, sales rally, business meeting and dealers’ recognition event.
Sales Manager, Maxis Broadband
2008.08 - 2010.08
- Pioneer team member for Maxis Broadband with responsibility to deliver sales target & new dealer acquisition
- Lead trade marketing activities for Go-to-market to increase awareness of Maxis Broadband
Various Positions, Nestle Products Sdn Bhd
1997.07 - 2008.07
- Channel Sales Manager - Head Office, Nov 2006 - Jul 2008
- Sales Promotion & Planning Manager - East Coast Region, Aug 2005 - Jul 2006
- Channel Sales Manager - East Coast Region, Aug 2004 – Jul 2005
- Field Sales Manager - East Coast Region, Feb 2003 - Jul 2004
- Account Manager, Key Accounts – April 2001 – Jan 2003
- Area Sales Executive – Jan 1999 – Mar 2001
- Management Trainee – July 1997 – Dec 1998
- Extensive exposures with World’s No 1 Food Company beginning as Management Trainee
- The program has provided dedicated exposure at various fields & locations for in-depth & on-ground learning of field sales, key account management, dealer management, sales promotion planning
- Last position at Nestle as Channel Sales Manager as custodian of channel strategy for key supermarkets at Head Office.
Education
BBA -
International Islamic University
Malaysia 1991.07 - 1997.07
Skills
Strategic Planning
Sales Management
Business Development
Retail Management
Distribution & Channel Management
Market & Trend Analysis
Market Awareness
Product Performance Management
Productivity Enhancement
P&L Management
Contract Negotiation
Key Account Management
Vendor Management
Training & Development
Team Leading & Mentoring
References
- Ahmad Nasri b Mohamed, Executive Vice President, Ecosystems & Customer Experience, Maybank Group, +6013-3453018
- Michael Yip, Sales Lead, Open Channel, Apple Vietnam, +6013-3230386
Timeline
CEO Telekom Sales & Services Sdn Bhd
2017.08 - 2021.06
GM Outlet Development
Telekom Sales & Services Sdn Bhd
2014.10 - 2017.07
GM Channel Management, Consumer, TM
2012.02 - 2014.09
Senior Manager, Avon Cosmetics
2010.09 - 2012.01
Sales Manager, Maxis Broadband
2008.08 - 2010.08
Various Positions, Nestle Products Sdn Bhd
1997.07 - 2008.07
BBA -
International Islamic University
1991.07 - 1997.07
GM Integrated Channel
unifi
7 2021 - Current