Kenny TAN

• Leading end-to-end commercial strategy and execution across modern and general trade channels in Singapore
• Driving Growth | Building Partnerships | Perfecting Market Execution
• Distributor Management & Route-to-Market Alignment
• Business Turnaround Initiatives & Gap Closing
• Grocery, Snacks, Breakfast category

• Role - Senior Key Account Manager (FairPrice Group)
• Also managed Sheng Siong, Prime, Redmart and other ecommerce players
• Promotional initiatives, planogram monitoring, distribution drive, trading terms negotiations, trade events planning and budget management to meet sales target and company KPI
• Stock forecasting and overseeing customers AR
• Managing frontline team of 60 persons, including supervisors and promoters
• Achievements:
• Achieved year-on-year double digit growth for all key accounts managed
• Awarded FPG Top Key Account Manager in 2024
• Executed new strategies and initiatives that improved both operational effectiveness and profitability of the team's business
• Completed multiple Joint Business Plans with retailers that led to improved collaborations to improve sales for all stakeholders
• Initiated exclusive and game-changing campaigns for both offline and online to drive business growth
• Improved distribution for key products that resulted in significant growth to the brands

• Role - Team lead in Sales & Trade Marketing
• Building and opening up the businesses in Singapore and ASEAN markets for a new line of brand and products as an Exclusive Distributor for key Korean Brand
• Working under intense pressure to kick-start the business under high expectations from overseas stakeholders and within humble business fundings
• Achievements:
• Distribution grew to 70% within 12 months among all key supermarkets
• Distribution grew to 80% among all key general trade customers
• Shortlisted as the key Korean snacks importer for FairPrice and 7 Eleven.
• Securing 2 major Korean brands for exclusive distributorship in Singapore
• New brands' expansive exposure and display in trade with limited funds, through extensive trade marketing initiatives and participation in trade shows
• Setting up local infrastructure in logistics and warehousing to support the business expansion
• Products: Packaged Nuts (No 1 Brand in Korea), Snacks, Confectionery, Noodles, Beverages, UHT Milk

• Role - Sales Lead (Singapore Market)
• Managing Singapore and Southern Malaysia businesses which include all retail customers (MT, GT, Horeca, Duty Free) and distributors
• Led team of Key Account, merchandisers, sales admin staff and logistics executives. Coached and counseled team, assisting with individual selling efforts and helping team achieve targets.
• Managed revenue models, process flows, operations support and customer engagement strategies.
• Formulated solid strategy for team to achieve annual sales budget within allocated marketing funds and resources
• Maintained existing businesses while actively exploring new opportunities for growth
• Optimised operating costs, managing expectations on 3PL, freight, manpower costs
• Achievements:
• Sales achieved 17% growth over previous years
• Overtook competitor brand (40 years in Singapore) as the market and category leader
• Initiated new business partnerships in local and overseas territories, for example, duty free business in Kelantan
• Championed new sales strategy which led to increased product range penetration and distribution in retail market
• Set up new partnership with local distributors, 3PL and freight forwarder

• Key Account for all key retailers
• New products penetration
• Achieving sales budget and distribution targets
• Achievements:
• Achieved 100% distribution in allocated customers within 15 months through persistent efforts and strategic execution
• Sales achievement above sales budget allocated since June 2013
• Aggressive and effective sales tactics led to highest annual growth achieved for customers
• Watsons sales grew 900% in 2014 vs 2013

Role - Team lead in operations and merchandising team

• Meeting sales budget and maintaining customer relationships
• Leading the operations team in meeting daily operational tasks and challenges
• Achievements:
• Benchmark in merchandising and products display standards
• Led CNY projects and display setups
• Achieved allocated sales budget every year