Raymond Yeung

Anco Brothers is one of the biggest conglomerates in Cambodia, their business comprises of telecom, bank, powerplant, petrol stations, casinos & hotel chains, ice-cream & water factories, etc. LB Group hires >700 employees, manage >30 business units, including Supermarkets, Minimarts, F&B (Restaurants, Cafe), KTV, Club, Pubs, Duty-free shop, Spa Centre, Gym, Construction company, Online Casino, Phone shop, FMCG distributor, Food delivery, Marketing Agency. Digital Marketing Responsibilities (internal BU & external clientele) - Google Ads (SEM & Google Display Network) & Google SEO - Facebook & IG (Paid Ads, Organic, Personal Account & Page Management) - WeChat Marketing, LINE Marketing (Official Account & Personal Account) - Website Creation, Video Editing, Telegram Marketing, Social Media tools such as Hootsuite Other Responsibilities - Check Income Statement for all BU - Create new BU (Food delivery, Beverage distribution company, Marketing Agency) - Other trade marketing activities such as membership system, coupons, signages, events, etc Achievements - Established new marketing team, improve their digital marketing skills - Setting up of new Food Delivery company (over 300 orders within the first month of launch) - Secured Singha beer exclusive distributorship - Launched membership system in KTV & Club (customer able to top-up credit)

Experience - Electrolux HQ, Stockholm, Sweden (Marketing Training) - EuroCucina / FTK Exhibition (Milan, Italy) (Exhibition & Product Training) Achievement - Built >60 boutique image outlets in China (within 8 months) - Creation of renovation SI guideline for contractors (hardware visuals & CAD drawings standards) - Launched several National Sales Conferences & Hotel exhibition roadshows - Official Exhibition Launch (Shanghai AWE - world 3rd largest home appliances exhibition) - Creation of trade marketing guideline for internal & external working partners’ usage (Operations, Promotions, POSM, Promoters’ guidelines)

- 3 products categories (Snacks, Sauces & Condiment, Infant & Nutrition) - 20+ e-commerce (EC) platforms (e.g. Ali, JD, Suning, YHD, Cross-border EC) - Developing 2016 & 2017 EC Marketing Plan (promotion plan - D11, D12, CNY, NPD, EC exclusive SKUs) - Other digital marketing support (e.g. live broadcast event, traffic flow, product page designs) - EC operation flowchart (e.g. online store operation, logistics, warehousing, delivering, customer services) - Analyzing platforms’ feasibility & business models (e.g. Flagship, POP, B2B, B2C, pricing structure, profit margin, SKUs selection) & Data analysis (traffic PV, UV, CVR, CPC, CPM) - Distributors restructuring (reviewing & changing of >20 EC direct & indirect distributors)

Responsibilities (8 pax team) - 8 brands: Heineken, Tiger, Erdinger, Anchor, Murphy’s, Strongbow, Sol, Desperados - Ensure all brands aligned with Global & APAC goals/objectives - Yearly budget management, brand plan & event calendar (ATL & BTL) - Launches of new brands or SKUs - Management of > 100 Agencies Partners - Launched Digital Promotion Campaign (e.g. WeChat Official Account, 美团) - OOH & other media placement (e.g. billboard, buses, radio) - Trade marketing activities (sales promotion, outlets event, image outlets renovation) - Monitored & deal with CTP (Cross Territory Products) / PI (parallel imports) Achievement - New product launch for “Desperado” beer into Chengdu market - > 200% growth of marketing activities, >100% – 300% sales growth in 4 provinces in the first year

Responsibilities - Developed yearly brands’ plan & event calendar - Set up the marketing team from scratch (2 pax) - Source, appoint & evaluate new agencies (event, POSM production, Media & PR agencies) - Launched ATL marketing campaign with OOH & media support (e.g. TV stations, magazines) - Route to Market, assisting sales team to develop new markets & support distributors - Source, rent & renovate new offices & POSM warehouses in different cities Achievement - Established Zhejiang marketing team - Achieved over 500% growth in marketing activities compared with the previous year - Achieved over 200% growth in sales volume & profits (2nd highest province in China)

Responsibilities & Achievements - POSM management (merchandising, production & warehousing) - BTL & ATL Campaign planning & execution (Global Sponsorship event: London Olympics 2012, UEFA Champions League, Euro Cup, ATP 1000 Tennis, 007 James bond movie premiere) - “MIDI Music Festival” sponsorship & partnership (>20,000 pax) (largest outdoor Music Festival in China) - OOH Media placement (Buses, billboards, outdoor Christmas Tree) Other valuable experience from Heineken i) Heineken Commerce University (online) - Brand positioning, Consumer research, Portfolio management courses ii) Breweries visits in Thailand, Hainan, Shanghai, Guangzhou, Singapore, London Olympics VIP visits iii) Internal training courses accomplished - Heineken First Line Mgr Development Program, Marketing insights - Goal management, HR management for non-HR personnel - Finance mgmt for non-financial personnel

- Retail magazine distribution - Website design - Singapore FoodHotelAsia (FHA) exhibition (booth design & on-site execution) - Sales (BD) (Ads sales with advertisers, Editorial & Advertorial) - Marketing (Chef cooking roadshow/demo, Food & Beverage Pairing, Dishes creation by top Chefs, helped execution in World Gourmet Summit - MasterChefs & Gala dinner) - Working partners such as Nestle (Pellegrino, Acqua Panna, Nespesso), California Raisins, Norweigian Seafood Council, Rougie Foie Gras, Unilver’s Knorr Pronto ketchup

- Millennium and Copthorne (Hotel Group) - Sony - Starhub, Singtel - Pan Pacific Hotel, Marina Mandarin Hotel