Tan Lea Chin, Desmond

Sales & Marketing Process and Practices

Championed continuous improvement initiatives that enhanced operational performance across all departments.

• Build and implementation of Sales Process across all sales channel
• Build and implementation of Lead Management Process for internal sales channel
• Building system for Lead Management and sales booking system, Sales Incentive system
• Resources planning – Placement of SMOs and engage positive / sales driven sales team
• Operation direction and Standard Practice for Sales & Marketing
• Building framework and process in engaging both internal sales team and hybrid of internal sales team
• Setting prefix sales timeline / sales target and ensuring effective cost per sales
• Develop training needs for all role with Talent team

Sales Management Unit (Sales Sr Managers/Managers)

Fostered culture of continuous improvement, introducing regular review sessions that boosted team performance and morale.

• Lead and drive a result oriented and positive mindset sales team
• Align Company core value, practices and processes with all sales channel
• Ensure effective sales packages, sales strategy to achieve sales take up
• Streamline ‘fast moving’ units, floor and type for sales planning
• Managing SMO to ensure all sales process / policies are adhere to
• Adequate training for all internal sales channel and develop potential leader in SMO

Sales Marketing Unit (SMU, Sr. Marketing Manager)

Accelerated digital transformation by overseeing adoption of cloud-based solutions, improving data accessibility and security.

• Managing project GDV, launching timeline, Sales & Marketing cost optimization
• Managing marketing plan, competitors intelligent, product USP and launch strategy
• Pricing framework and pricing strategy
• Managing marketing platform – online / offline, events and effective ways in lead gen
• Managing Data analytic / digital transformation of lead – sales process
• Increase efficiency, productivity and cost by implementing digital solution / system

Launches Undertaken During The Period

• EdgeWood @ SkySanctuary Setapal - 960 units / $517Mil
• SkyVogue, Taman Desa - 333 units / $275Mil
• SkyMeridien, Sentul - 780 units / $493Mil
• The Valley @ SkySierra, Setiawangsa - 1,309 units / $760Mil
• SkyAwani 4, Setapak - 1,782 units / $535Mil
• SkyAwani 5, Sentul - 615 units / $185Mil
• Curvo Residences, Setapak - 830 units / $585Mil
• Vesta Residences, Setiawangsa - 1,001 units / $625Mil

TOTAL : 7,610 units / 3,975Mil

Launches Undertaken upto Aug 2025

• SkyWorld Pearlmoont @ Penang - 1,166 units / $408Mil
• SkyAman 1, Desa Aman - 510 units / $429Mil
• SkyAwani Prima, Brickfields - 492 units / $192Mil

TOTAL : 2,168 units / 1,029Mil

A. Sales & Marketing

• Plan, develop and executed agreed Marketing & Sales strategies to achieve desire sales target
• Network, source and negotiate with local and overseas agents to market and sell on-going projects both locally and abroad
• Collaborate and engagement of foreign agents to market and sell in Singapore, Hong Kong and cities in China
• Develop advertising and promotional plan within agreed A&P budget
• Manage and control all A&P spending are within approved yearly A&P budget
• Lead the sales and marketing activities of the company and ensure implemented in timely manner
• Evaluation of pricing strategies & price analysis, plan and review launch sequence
• Ensure constant market research, both primary market and secondary market for sale and leasing are updated monthly to keep abreast on the market trend and analyze competitor sales package and strategies
• Collaborate with Corporate Communications Department in relation to branding and media coverage.
• Involved with consultants and internal Project Department on design/layout, specs, etc
• Event Management – exhibition, road shows, sales launch and promotion both local and overseas
• Pre and Post Sales Analysis and Purchasers/Prospects demographic analysis
• Improve sales experience – draw out brand standard service, work instruction in order to achieved customer satisfaction
• Building staff capability - staff roles and responsibility, identifying suitable training, on the job training for staff to ensure smooth operation. Also responsible for manpower planning, recruitment/selection and staff development
• Review standard operating procedures, service standard and brand standard
• Manage and ensure units are upkeep in good order for all Guaranteed Rental Return units and timely leasing of these units
• Empanelment of end financiers to facilitate financing facilities for purchaser and work with both Sales administration and Financier to ensure timely drawly and compliance of all Loan legal documentation
• Manage sales administration related matter, drafting of Letter of Appointment for local and overseas agent, Sale and Purchase Agreement for completed properties, negotiating Legal fees with panel solicitors and other sales related documents

Sales & Marketing

• Formulation of Marketing & Sales strategies targeting the right prospect group to achieve sales target and marketing objectives for both Malaysia and Singapore projects
• Lead the sales and marketing activities of the company and ensure implemented in timely manner
• Formulating Pricing strategies & price analysis, plan and review launch sequence
• Networking with business associates, business partner, both local and foreign agents
• Yearly sales projection/forecast to meet the company’s target
• Collaborate with Corporate Communications in relation to branding and media coverage to achieve desire Brand Perception Index
• Project development planning, i.e. feasibility study on proposed project, identification of products, and layout/site study, market research and comparison
• Involved with consultants and internal Project Department on design/layout, specs, etc
• Event Management – exhibition, road shows, sales launch and promotion both local and overseas
• Pre and Post Sales Analysis and Purchasers/Prospects demographic analysis
• Improve sales experience – draw out brand standard service, work instruction in order to achieved customer satisfaction
• Building staff capability - staff roles and responsibility, identifying suitable training, on the job training for staff to ensure smooth operation. Also responsible for manpower planning, recruitment/selection and staff development
• Review standard operating procedures, service standard and brand standard

Sales Administration

• Manage a team of Sales Admin staff ensuring on time billing and collection. Monitor and manage monthly & yearly targeted billing and collection
• Ensure legal documentations are in order and proper execution and on time completion of all loan relation documents with panel solicitors and panel bankers

Sdb HOST

• Manage a team of sdb HOST staff providing add-on services to home buyer such as, sub-sale package, tenancy package, property support service package and renovation package which in line with the brand promise ‘Driving Excellence, building lifelong relationship’

Sales & Marketing

• Formulation of Marketing & Sales strategies targeting the right prospect group to achieve sales target and marketing objectives
• Branding, image/awareness campaign, positioning, determine project/products’ unique selling point and compose & implement marketing strategy for respective products
• Project development planning, i.e. feasibility study on proposed project, identification of products, and layout/site study, market research and comparison
• Involved with consultants and internal Project Department on design, layout, specifications, etc
• Propose price strategies and implement pricing to ensure selling price is competitive
• Formulate concept and strategy to produce marketing materials
• Cost Management – ensure optimum quality with budgeted costing and appropriate allocation
• Event Management – exhibition, road shows, sales launch and promotion
• Sales Projection/Forecast/Budget
• Sales Administration and Customer Care – Supervision on sales billing collection and VP of projects

Job Role & Scope :

• Formulation of Marketing & Sales strategies targeting the right prospect group to achieve sales target and marketing objectives
• Branding, image/awareness campaign, positioning, determine project/products’ unique selling point and compose & implement marketing strategy for respective products
• Project development planning, i.e. feasibility study on proposed project, identification of products, and layout/site study, market research and comparison
• Involved with consultants and internal Project Department on design, layout, specifications, etc
• Price strategies and implement pricing to ensure selling price is competitive
• Develop concept and strategy to produce marketing materials
• Cost Management – ensure optimum quality with budgeted costing
• Event Management – exhibition, road shows and sales launch
• Sales Projection/Forecast/Budget
• Show Units – pre and post preparation, selection/appointment of ID consultant
• Pre and Post Sales Analysis – maintain sales procedures and policies to ensure effective and efficient sales management and implementation

Strategic Marketing

• Financial & Business Plan
• Review on Business & Budget Plan
• Review Risk Management in relation to Marketing & Sales
• Review Master Implementation Plan (MIP) in relation to Marketing & Sales
• Review Feasibility study (FS) in relation to Marketing & Sales
• Strategic Marketing
• Target market, market creation, market penetration & expansion
• Project branding, market positioning and develop Marketing Communication Plan
• Establish networking with business associates & business partners
• Consumer analysis, purchasing trend, needs, wants & preferences, likes & dislikes
• Evaluation of pricing strategies & price analysis
• Evaluate, review launch sequence, product review, evaluation & recommendation

Sales & Marketing

• Formulation of Marketing & Sales strategies targeting the right prospect group to achieve sales target and marketing objectives
• Branding, awareness campaign, positioning, determine project/products’ unique selling point and compose & implement marketing strategy for respective products
• Project development planning, i.e. feasibility study on proposed project, identification of products, and layout/site study, market research and comparison
• Involved with consultants and internal Project Department on design, layout, specifications, etc
• Propose price strategies and implement pricing to ensure selling price is competitive
• Budget and Cost Management – ensure optimum quality with budgeted costing
• Event Management – exhibition, road shows, sales launch and promotion
• Sales Projection/Forecast/Budget – prepare sales projection to meet the division’s target
• Pre and Post Sales Analysis – sales procedures and policies to ensure effective and efficient sales management and implementation

International Project, India

• Project site tour & study, including study and evaluation of proposal from strategic business partner in India
• Project composition & concept, evaluate, review and recommend products
• Evaluate & recommend marketing plan/strategies and advertising & sales budgets

• Responsibilities:
• Managing and leading the Sales, Marketing & Sales Administration Department, including training and coaching Sales & Marketing personnel within the department.
• Propose and recommend solution/method for improvement and enhancement of the Department
• Source and maintain and good relation with end-financiers for the project
• Marketing Management including planning, budgeting, promotion, events, customer service and develop integrated marketing communication programs
• Strategies and implementation of Marketing & Sales Plan, Sales Projection/Forecast/Budget – prepare sales projection to meet the division’s target
• Pricing strategies – recommendation and implementation
• Pre and post sales analysis
• Branding, image/awareness campaign, positioning, determine project/products’ unique selling point and compose & implement marketing strategy for respective products
• Liaise with advertising agency on concept and strategy to produce marketing materials
• Cost Management - to negotiate with suppliers on the job awarded, monitor and follow up on delivery date and quality of materials
• Marketing Budget – prepares and maintains marketing budget for project, allocation of budget to ensure the budget is utilized in proper manner
• Organizing exhibition, road shows, sales launch, promotion and events at various venues, such as shopping complexes, hypermarket and sales office
• Sales lobby – involved in planning, organizing, sales office to ensure the efficiency and comfort of customer and staff
• Sales administration and supervision on sales concluded, update collection, customer’s data, etc
• Manage smooth operation of sales administration i.e. progress billing/collect are in order and updated
• Ensure loan documentations are in place and smooth loan draw down from end financiers
• Selection and appointment of panel solicitors. Maintain close relationship with solicitors and ensuring all legal documents for the Sales Administration and Sales Operation are intact and enforceable
• Maintain Sales procedures and policies to ensure effective and efficient sales management and implementation

• Responsibilities:
• Implementation of marketing strategy for respective products
• Project development planning, i.e. feasibility study on proposed project, identification of products, and layout/site study
• Review with advertising agency on concept, strategy on marketing materials/tools
• Cost Management - to negotiate with suppliers on the job awarded, monitor and follow up on delivery date and quality of materials
• Marketing Budget – prepares and maintains marketing budget for project, allocation of budget to ensure the budget is utilized in proper manner
• Organizing exhibition, road shows, sales launch, promotion and events
• Sales Projection/Forecast/Budget – prepare sales projection for the project to finance to meet the division’s target
• Sales administration and sales supervision on sales concluded, update collection, customer’s data, etc, conduct pre and post sales analysis

• Responsibilities:
• Planning of project development, i.e. feasibility study on proposed project, identification of products, and layout/site study before submission of layout plan to the authorities
• Determine project unique selling point and compose marketing strategy and propose and implement pricing
• Liaise with consultants and internal Project Department on design, layout, specifications, etc on the proposed products
• Brief and liaise with advertising agency on concept and strategy to produce marketing materials, i.e. Press Advertisement, Brochures, Leaflet, Sales Letter
• To negotiate with suppliers on the job awarded, monitor and follow up on delivery date and quality of materials
• Preparing and organizing exhibition
• Sales Projection/Forecast/Budget – prepare sales projection for the project to finance and accounts department to meet the division’s target
• Marketing Budget – prepares and maintains marketing budget for project, allocation of budget to ensure the budget is utilized in proper manner
• Sales administration on sales concluded, update collection, customer’s data, etc.

• Responsibilities:
• Positioning, determine project unique selling point and compose marketing strategy
• Brief and Liaise with advertising agency on concept and strategy to produce marketing materials, i.e. Press Advertisement, Brochures, Leaflet, Sales Letter
• Sales administration on sales concluded, update collection, customer’s data, etc.
• Marketing Budget – prepares and maintains marketing budget for project

• Responsibilities:
• Preparation of Import/Export documents (Invoice, Packing List, Bill of Lading, Certificate of Origin, Custom Declaration Form and Insurance Certificate etc.)
• Liaise/involved with Shipping Agents on loading/unloading of arrived cargo, Shipment Date, Custom Duties, Port charges, transportation arrangement, transportation charges and Custom Declaration Forms
• Preparation of financing documents, i.e. Letter of Credit, corresponds with bankers on financing package, negotiation of Trade Finance documents, exchange rate negotiation and settlement of outstanding margin
• Preparation of costing and co-ordinate with Sales Department to determine selling price