Yan Lai Yuen

2012 - Current : Singer (Malaysia) Sdn Bhd (Subsidiary of Berjaya Group) An long established brand in the world, Top brand for sewing machines. Position: Senior Manager, Corporation Marketing Reporting to : Managing Director Department Assistance :2 Managers 1Executive 4 trainers Job Responsibility • Custodian for Product Category of Small Appliances. • Yearly sales activities planning and execution. • Take Full charge of the product lifecycle and development of small appliances business within Singer branches (147 branches nationwide). • Monitoring on the Moving Sales Plan and also the Business Plan on monthly basis for the year. • Responsible for the product sales target within the Small Appliances division. • Responsible for the Inventory and Purchases of Small Appliances division. • Retailing & Merchandising of ALL the Singer products within all the Singer outlets and also selected hypermarkets • Corporate branding for Singer eg: Marcom aspect of the brand. • Co-ordinate with all relevant parties, Singer outlets (field operation) & suppliers in introducing a new product. • Liaise with Principals on all small appliances. • Extensive product training and demonstration to trainer, branch leader and also sales agent.

Position: Senior Corporation Marketing Manager Reporting to : Managing Director Department Assistance :1 Manager 2Executives Job Responsibility • Monitoring Product Road Map by different Business Unit • Yearly budget planning and execution o Take Full charge of the A&P marketing system and also manage the marketing activities within the company. Monitor monthly A&P spending. o Monitoring on the Moving Plan and also the Business Plan on monthly basis for the year. • PR / Sponsorships - PR coverage of the Corporate as well as brand and products. o Working closely with the PR agency to have more write-up on LG and also public events and PR coverage during any LG function / Pdt launches. • Sponsorships - look for opportunities on sponsorships which are beneficial to LG branding. o Sponsorships review sponsors LG can work together with. Also look for sponsors who can work together with LG for any events / activities etc. • CSR: To organize / manage more of the corporate social events. o Objective: to adopting one home each at one state and do some charity for these homes. Set up and poverty plan for the needy throughout Malaysia. • CRM: Customer Relationship Management o Maintain a good relationship between dealer and LG. organize dealer trip, dealer rebates, dinners etc • Marcom Operation o To create LG brand awareness, assist in achieving sales targets • Event Launches • Working closely with agencies on implementing strategic creativity and media planning

Position: Marketing & Corporate Sales Manager Reporting to : Executive Director Department Assistance :4 MarketingExecutives 2 Sales Executives Job Responsibility • Taking charge of Pensonic and it’s subsidiary high end brands. (General Electric, Lebensstil Kollektion, Princess). • Co-ordinate with all relevant parties, be it ATL (Above The Line), BTL (Below The Line) Activities / supplier / customers. • Liaise with Principals on all brands. • Generally oversee the whole Marketing Dept, Operational Activities, budgeting, A&P and also P&L of the company. • Main responsibility is to implement marketing and promotional activities and event to create brand awareness and also induce purchases. More on highlights of the uniquiness on the brands. • Meeting with all walks of industry, eg: food, fun activity, travelling, members of a few associations, Tatler's High Society members, expatriate and also Joint Venture partners for marketing proposals. • Organise monthly cooking or fun events for internal members and also members from associations and corporate banking. • 3 times a year Home living exhibition, Klang Valley and Penang. Achievements • Successfully hold events for exhibitions of our high end products. Positive feedback of the purchases of GE products. • Princess brand sales increase by 40% during festive promotion period, where demo is being held at retail stores. • Product demonstration at departmental stores and chain electrical outlets has pulled the crowds to purchase Princess products. • Monthly cooking classes at showroom create a lot of awareness for our brands. • Exhibition period manage to obtain sales of at least 30% against forecast, despite it’s only for awareness of branding purposes.

Position: Brand Manager Reporting to :Sales & Marketing Manager Department under my supervision: Marketing Assistant. Job Responsibility • Brand development & management. • Business information gathering & analysis. • Plan, execute & evaluate marketing activities. • Competitor analysis. • Liaise with principal on advertisement promotion • Implement above and below the line activities for the respective channels. • Monitor sales performance of agencies under my care. • Coordinate with product sampling, road shows, trade marketing activities • Formulate & execute activities to strengthen the image/perception of our brands. Achievements • Grow the Breacol share of the cough mixture market by5%. • Help make Actal a strong number 2 brand in the Ant-acid category • Grow the sales for Quest vitamins by 10%

Position: Brand Manager Reporting to : Sales & Marketing Manager Department under my supervision: Marketing. Job Responsibility • Brand management. • Inventory management for 6 branches. • Plan marketing activities. • Analyze Competitors Activities esp. during festive season. • Liaise with principal on inventory & promotion • Monitor sales performance of Lee Kum Kee brand at 6 LSEO branches. • Coordinate with cooking demo, road shows activities

Position: Operation Executive Reporting to : General Manager Department under my supervision: sales support & Admin Assistant. Job Responsibility • Product development. • Coordinate all branches sales forecast and Profit & Loss statement. • Develop / customize campaign programs for bulk purchases. • Inventory management for 22 branches and HQ. • Analyze product positioning. • Competitive analysis. • Liaise with local, overseas supplier on inventory, pricing, marketing aspect. • Monitor sales performance of 22 branches throughout M'sia. • Working on marketing analysis on customer's requirements. • Implement and manage loyalty & points redemption programs • Lead, plan, organize & implement activities to strengthen image/perception of our Products. Achievements • Sales grew (Lubricant) from 30K to 800K sales per month • Monroe (Shock Absorber) sales from 50Kto 600K sales per month to date. o With the new branches being set up and also push promo activites.