Aileen Yuen Mun ChooiBlock 89, Flora Drive, #07-66, Singapore 506890

Email: aileenyuen@gmail.com Mobile number: +65 9820 8827 NRIC: S7988420J

Highly experienced professional with 16 years experience encompassing product development, product merchandising, brand management, and advertising.

Proven track record in developing, managing and executing merchandising, sourcing, and buying strategies that have successfully achieved commercial goals. Strong background in effective inventory management; OTB management; manage sell-in / sell-out / sell-through and mark downs; and planning of stocks movements by store clusters and provide solutions to improve inventory accuracy and control. Demonstrated excellent analytical skill and market knowledge to predict future trends, and analyze consumer buying patterns and competitor activities.

Successfully developed annual marketing calendar for new launches and other marketing projects. Actively contributed and participated in meetings with internal (sales, operation, finance) and external parties (media and creative agencies) to implement marketing proposal to meet company’s brand objectives and targets.

Strong people management skills that have developed and large team up to 14 individuals from diverse cultural and educational background as a cohesive, dynamic and highly motivated team achieving consistent fiscal targets. Demonstrated excellent interpersonal and relationship building abilities with outstanding multilingual spoken and written communication skill to interact effectively and to foster close long-term relationships with brand principles, suppliers, and colleagues at all levels.

Competencies SummaryProduct Merchandise Planning & Buying Overseas & Local Sourcing

Allocation & Replenishment OTB Budget Planning Product Lifecycle Management Product Development Supplier Management (Local & Overseas) Visual Merchandising Product Margin Optimization

Staff Training & Development 360 Marketing Strategy Inventory Management Supplier and Brand Licensing Negotiation

EMPLOYMENT HISTORY

Regional Product Manager, 2014 – 2016BATA Global Footwear Service, Singapore.

Reports to the Brand Director, responsible for a footwear category with annual sales of US$12million across 10 countries - Malaysia, Singapore, Thailand, Indonesia, India, Bangladesh, Pakistan, Kenya, Zambia and South Africa. Overseeing the duties of 2 Designer (one in Singapore and one in China), and one Product Executive.

Orchestrated the overhaul of key collections and the development of additional lines to meet current trends, which have resulted in exceeded 2015 sales budget by 103%.

Developed competitive pricing stategies by introducing different price tier in relation to product benefits, product segmentation and promotions.

Reduced COGS of footwear through effective negotiation with local/oversea supplier, which have increased product margins by 10%.

Lead and managed external advertising agencies to develop marketing collaterals to create brand image that are align with global corporate communication guidelines.

Plan brand and product launches that communicated product benefits and brand positioning to global customers via presentation deck, BTL advertising and product demonstration.

Implemented global visual merchandising and in store promotional activities across 10 countries.

Liaises with external designers to design in-store product poster to create brand awareness.

Conducted competitive analysis, which includes monitor, review and analyze competitor’s activities such as pricing, communications, launches, marketing activities and market share.

Conducted quarterly visits to China and coordinate with factories for the product development, sourcing and production of products and ensured that the right market price are set to cater for the region expectations.

Build strong and good relationship with suppliers and perform analysis on payment terms, delivery schedule and MOQ with internal and external parties. (China, Thailand, Malaysia, Singapore)

Presented to Stakeholders, Company Managers, Merchandising Managers and Buyers on the latest trend and product assortment suitable for various countries. Alongside gain feedback and direct market insights on future developments and plans for the brands.

Paticipated in regional and local stores visit to analyse the needs and trends of the market.

Merchandising Manager – Bata Singapore BATA Shoe (Singapore) Pte. Ltd., Singapore, 2013 – 2014

Reported to the Company Manager. Lead and managed the merchandising of 9 Bata brands. (Footwear, Handbags and Accessories)

Handled a team of 2 Category Managers, 6 Buyers and 5 Merchandisers.

Developed, implemented and managed strategies for buying, sourcing and procurement across 51 retail stores in Singapore with annual revenue of S$40million.

Responsible for sales budget planning, OTB, delivery planning, stocks allocations to stores, and product gross margins. Perform data analysis on sales, markdowns and individual store performance.

Conducts vendor analysis & to negotiate for better margins, payment terms, delivery schedule and MOQ with suppliers.

Liaise and work closely with the advertising agencies, media and external partners and vendors to ensure successful implementation of A&P activities, including ATL, BTL and OOH advertising.

Increased sales of Back-To-School by 110% profit by launching new product range, increasing margin and aggressive marketing activities such as newspaper ad, social media and in-store promotions.

Drive increment of sales through marketing promotion such as Mothers and Fathers Day promotions, which resulted in 103% in incremental sales for men’s and ladies footwear.

Planned yearly marketing calendar incorporating monthly, quarterly and yearly promotions.

Strategize and execute 360 integrated marketing plans - digital, events and in-store activities to achieve maximum brand awareness while meeting yearly sales budget.

Analyze research results and any other relevant competitors/consumers/category trends to identify issues and opportunities. With that, develop action plan and strengthen marketing mix or assortment to achieve brand objective.

To perform regular store visits to ensure compliance of merchandising and visual display guidelines. 

Lead and manage all licensing tie-up matters including profit margin, range selections, distributions and A&P budget with major brands such as Rockport, Hello Kitty Angry Birds, Disney, Heelys, Fitflop, Nike and Adidas.

Product Category Manager - Ladies

Bata Malaysia Sdn. Bhd., Malaysia, 2011 – 2013

In-charged of 5 buyers and 3 merchandisers to oversee entire ladies footwear and handbags category, with total annual revenue of RM80million across 230 stores in Malaysia.

Successfully grown ladies footwear category by 106% annually, making it the fastest category growth in Bata Malaysia’s history.

Implemented quarterly visual merchandising to enhance store display and sales of new products.

Managed product developments, sales analysis, OTB planning, stocks and margin control.

Reviewed inventory, trading and financial reports on weekly, monthly and quarterly basis; and prepared seasonal buying, sourcing, costing and accurate merchandising mix to ensure projected revenue are attained.

Ensured proper stocks allocation and optimal product planning to increase category growth. Monitored best- seller and new product launch to ensure proper repeat and timely orders are placed.

Buyer (Children category), BUBBLEGUMMERS brand – Children FootwearBata Malaysia Sdn. Bhd., Malaysia, 2010 – 2011

Reported to the Product Category Manager. Overall responsible for the Bata children category under the Bubblegummers brand for 230 Bata stores in Malaysia with annual contribution of RM26million.

Successfully grown children footwear category by 103% annually, by introducing new merchandise and joint promotions with internal brands.

Managed product developments, sales analysis, OTB planning, stock allocation, and marketing.

Conducted vendor analysis & to negotiate for better margins, payment terms, delivery schedule and MOQ with suppliers.

Regional Brand Executive (Bubblegummers)Bata Malaysia Sdn. Bhd., Malaysia, 2008 – 2010

In-charged of the regional product development for Bata children brand, Bubblegummers, with annual sales of US$9million across 10 countries - Malaysia, Singapore, Thailand, Indonesia, India, Bangladesh, Pakistan, Kenya, Zambia and South Africa.

Developed core and fringe collections for the regions.

Liaised with factories in China for the development, sourcing and production of new products.

Controlled the production quality by liaising with factories directly in order to effective managed and ensured good quality control on all Bubblegummers footwear.

Creative Account Manager - AdvertisingAdworks Design Sdn. Bhd., Malaysia, 2004 – 2008

Developed and implemented 360 degrees marketing strategies across all platforms by working closely with the business units and partners.

Managed activities for event, product launches and execute a broad range of OOH activities align with marketing budget.

Art Director - AdvertisingCD Advertising Sdn. Bhd, Malaysia, May 2001 –May 2004

Conceptualized ATL and BTL advertising campaigns in line with the directions and objectives of the clients. Executed and coordinated ATL and BTL advertising campaign, including product photography and television production.

Successfully execute product launches, event, trade shows, mobile advertising to increase brand awareness and objectives.

EDUCATIONBachelor of Arts in Advertising and Communication (with Distinction)Royal Melbourne Institute of Technology University, Australia, 2000 – 2001.

Diploma in Communication Design(Advertising, Graphic Design, Illustration, Photography, Marketing)

The One Academy of Communication Design, Malaysia, 1997 – 1999.

LANGUAGE PROFICIENCIESSpoken: English, Bahasa Melayu, Cantonese, and Mandarin.

Written: English, and Bahasa Melayu.

COMPUTER PROFICIENCIESMicrosoft Word, Microsoft Excel, Microsoft Power Point, Adobe Photoshop, Adobe Illustrator

RELEVANT COURSES ATTENDEDAdvance Negotiation Course, 2012.

- Learn the skills to proper handle negotiations with various parties to ensure the benefits are met.- Understanding the key elements and techniques to manage expectations to seal the business deal.

Leadership Step Up Programme, 2011 & 2014- Learn the skills to manage people and consumer behaviors.- To prepare good and focused presentation

Visual Merchandising course in Singapore, 2010.- Light visual display to create focus to the product.- Proportions and perspective of visual display.

Advance Winning Merchandising Strategies, 2009.(Conducted in Singapore by Mr. Paolo Merenghi from Arsutoria Italy)

- Marketing and price point planning of products.- Inventory Planning and OTB calculations.