EE KONG SENG CV
- 1. Resume Personal Details Surname: Ee Given Name: Kong-Seng Preferred (international) telephone number: +012-3020026 Preferred (international) fax number: Email: eekongseng@gmail.com Address : 37, Jalan Anggun 3 Amelia Garden Home ,Desa Parkcity 52200 Kuala Lumpur Current company of employment MY SHELL MALAYSIA TRADING SENDIRIAN BERHAD Skill Pool(Group) Commercial and Retail Skill Pool Commercial Business to Business (B2B) Current Employment Details Continued Type Trading Base Country MY Malaysia Company MY SHELL MALAYSIA TRADING SENDIRIAN BERHAD Date joined August 1988 Other relevant details Education Social Science & Humanities (Hons)-Second Class Upper, National University of Malaysia Languages English(Fluent) – written & spoken Bahasa Malaysia(Fluent) – written & spoken
- 2. Indonesian National Language (Fluent)- written & spoken Mandarin(Fluent ) – spoken Dialects : Chinese – Hakka(Fluent), Cantonese (Fluent) ,Hokkien (Fluent) – spoken Competencies & Skills * Behavioural Competency Level Required Level Achieved Customer Focus 4 4 Change Orientation 3 3 Empowerment 3 2 People Development 3 2 Performance Focus 5 4 Risk Taking 4 3.5 Team Work 5 4 Functional Competency Customer Focus 4 3.5 Commercial Lubricants 3 3 Commercial Fuels 3 2 Product & Associated 3 3 service Pricing 3 3 Direct Commercial 3 2 Technical service 2 2 Training and Development and experiences* 1990 Advertising & Promotion Workshop 1992 Executive Development Program 1993 Influencing Skills 1993 Professional Selling Skills 1994 Financial Accounting 1994 Industrial Lubes Workshop 1995 Selling & Negotiation Skills 1996 Managing Self Program 1997 Customer Service Delivery 1998 Working with Change & Transition 2000 Business Management Skills 2000 Market Segmentation & Development 2000 Transport Sales Academy 2000 Grease Development Workshop 2000 Managing Self 2000 Managing People 2001 Coaching for Performance 2002 Advance Professional Selling Skills 2002 Challenges in Pricing 2002 CVPs Development 2002 Brand Management 2002 Project Management By the Numbers 2002 Transport Sales Academy 2 (Vietnam) 2003 Key Principles of Value Based Marketing 2003 Challenges of Customer and Market Analysis 2003 Market Research Workshop (Synovate) 2003 Advertising Workshop (JWT) 2004 Channel Management (Beijing) 2004 Marketing Challenges (That You Never Knew) (Beijing) 2004 Transport Sales Academy 3 (Jakarta) 2005 SEA Advance Brand Workshop (BKK) 2005 Art of War – Competitive Selling workshop 2005 Up Sell & Up Trade Workshop 2010 Advance Industrial Lubricants Workshop 2011 Advance Diesel Engine Oil workshop 2012 Delivering Indirect Channel Excellence (DICE) 1 Professional 2012 DICE 2 Advance (Jakarta) 2012 Base Oil Fundamental Training 2012 Base Oil Manufacturing 2012 Base Oil Introduction to Finished Lubricants
- 3. 2013 Technical Framework For Distributors (Guangzhou) 2013 Leader of Team (LOT) 1 & 2 2013 Works 360 :Selling Through Sectors 2015 Advance Value Selling 2015 Naeosis Technical Competency for Value & Cross Sell Additional Information References* 1.Au Tong Sing :: 017-2483362 ,General Manager, Shell Malaysia Trading Sdn Bhd – Commercial Lubricants , Malaysia/Singapore ,Taiwan ,NZ, Myammar ,PNG ,Cambodia 2.Borhan Zainal :012-2911854 ,Director & General Manager, Shell Malaysia Trading Sdn Bhd – Commercial Business (Fuel),Malaysia/Singapore 3.Ahmad Fitzrie Baharom Alam Shah :014-9690901 ,Head Brand & Communication, Petronas Lubricants Marketing(M)Sdn Bhd 4.Ling Sheau Ling :+6012-3750189 , Base Oil Sales & Marketing Manager , Petronas Lubricants International Sdn Bhd Career History * Start : Jan/2012 Highlights: Leading B2b Indirect (Distributors) Sales Team Responsibilities 1.Manage, coach and inspire a sales team of 3 consisting Accounts Manager & Key Accounts Manager , a Marketing Specialist ,Front Line Technical Service Engineer toward profitable growth. 2.Accountable for overall team performance (Volume, Proceed, C3, Unit C3, Premium Growth, Credit, and Controllable Cost). 3. Jointly with Global Marketing and Technical Team to access business performance, Strategy, CVPs, Price Management and Customer Offer book and take appropriate action to improve performance. Develop Distributors’ Account Plans based on agreed strategy to develop profitable customers within areas designated . 4. Ensure the sales team effectively implement Sales 1st, Price Management, Demand Forecast Accuracy(DFA) and Distributor Offer book 5. Monitor and achieve sales productivity performance indicators such as: Pipeline Strength, Target Delivered, Hit Rate, Cycle Time, Customer Churn, Volume, Proceed, Total C3 and Unit C3 per Account Manager. 6. Accountable for personal and team development and arrange appropriate training to achieve goals and improve competencies to effectively perform in their roles. Financial Summary; Exceeded 2014 targets despite extremely tough environment as follows; Premium or synthetic C3 growth ; 112.7% Total gross C3 ; 102.3% ,DSO ;120.1% Excellent SKUs sales forecast accuracy & optimization of delivery route resulting in huge saving for LSC (Lubes supply chain)- close to RM1.0 mil in 2014 End : To date Position : Sales Manager,B2b Distributors – Global Lubricants Employing company : Shell Malaysia Trading
- 4. Financial History : Year 2012-2014 : Grew 207% unit C3 margin ,grew 147.8% gross C3 margin Transformed 1.5 million liters of Rubber Processing Oil(RPO – Flavex, Catenex ) target into finished products Top Sales Performer (B2B Lubricants) for year 2007-2011 with average 113% above target for both margin & proceed with excellent collection index Start : Mar/2006 Highlights: Won plantation conglomerate tender for 3 years contract with 501,600 liters new volume from competitor(Castrol) + 15 months extension Developed & secured Japanese Construction OEM Genuine oil (KGO) with 2.2 million liters per year new volume( C3 USD 1.32 million)(removed Repsol , Castrol, Pennzoil) as NTS Secured Japanese Automotive OEM GPO (removed Castrol)with 300,640 liters a year 2010 Global Gladiator Award for Best Key Account Manager , Malaysia Other main responsibilities: *preparing sales forecasts ,margin, Sell To price thru Cost Build Up & global margin aspiration for Genuine Parts Oil(GPO) *giving appropriate guidance & support to the Sales Team on transport engineering & evolution especially non transport Sales *coaching & guiding the new Account Manager *leading the sales team to achieve the desired results thru sharing best practices(sales, technical, tactical), *worked with Pricing Manager to formulate effective pricing for major tenders Worked with Global Key Account Manager – to formulate strategies & campaigns to increase sales for Japanese & European OEMs Initiated meeting with Indirect & resolved channel conflict Simplified GPO SKUs to reduce complexity to LSC Formulated Price Mapping & Sell Out prices for GPO for pre, warranty & post Sales guidance for Japanese OEM Sales people how ,where & what & who to sell to with GPO thru technical application coaching Monthly performance tracking against forecast with GPO Parts Manager on Sell Thru to achieve targeted volume (post warranty) Jointly developed with Marketing sales promo & royalty program for Japanese & European GPO End : To date Position : Key Account Manager - OEMs + Transport ,Global Lubricants Employing company : Shell Malaysia Trading Start : Jan/2002 Highlights: Improve Brand Acceptance in 2001-2005 2001 2002 2003 2004 2005 DEO(Diesel Engine Oil) market 34 35 36 36 N/A share 2001 2002 2003 2004 2005 Brand preference 27 36 40 42 N/A Developed and implemented robust country marketing plan, driving high ROI on End : March/2006 Position : Marketing Manager , Global Lubricants(B2B & B2C)- ASEAN Plus
- 5. Employing company : Shell Malaysia Trading Sdn Bhd the marketing spend and supporting delivery of T&R. Carry out customer, competitor ,pricing and market analysis to understand the needs of the market and shape the customer value proposition Also responsible for product mix analysis ,key portfolio issues & recommendation & trend analysis (packs/SKUs) Setting up the targets and lining up specific action points each channel would be responsible for in order to achieve them To maintain channel demarcation in pricing ,CVPs and policy in each channel for a sustainable business growth and a more profitable proposition and ensuring channel harmony among channel partners Carried out findings(market research) (Synovate)on gear oils ,parts shops channel, construction strategy ,fishing trades, Shell branded workshop ,brand tracker, generating customers insights & translate them into offers & program for the channel/trade Working closely with the global agency(JWT) for effective POS materials(flag lines, display rack, specific segment & trade brochure, trade nites deco, tagline ) Craft robust trade incentives (meeting target trips)’,promo( free oils ,bundle offer, up sell & cross sell campaign), display competition (SPS) & roadshow for the channel/trade(IWS ,FWS & SPS ) Provide the agency communication brief ,visual adaption, strategic location & financial resources for ATL/BTL (billboards, newspaper ad)spending & calendar slot Check and review with Sales Managers on the effectiveness of trade/channels offers Implement Shell Rimula Express Branded Workshop for quick and effective oils service with offerings(tyres ,general repairs, fast food, towing, washing, rest area) Streamline mandates for Account Manager & Sales Manager and streamlined list prices for both East & Peninsula Malaysia Worked with Global Product Manager for new product introduction ie upgraded Rimula D 40 from API CD to CF for distributors’ market that require competitive mono grade SKUs deletion (removed grease cartridge & 1 kg packing)to reduce plant complexity Simplified SKUs to align with market needs Maintaining East Malaysia 's market share of 70% and profite Demonstrated cooperation and seek opinions from Class of Market(COMs) prior to implementation Successfully implemented many of the important initiatives in the lubricants business in Malaysia/Singapore such as : i.Channel management for both Industrial & Diesel Engine Oil (DEO) both Direct and Indirect .Managed well channel conflict B2b & B2C especially pail packing ii.Rimula (Engine oil)& Tellus(hydraulic) Revitalization iii.aggressive branding and communication activities in support of DEOs & Industrial iv.sustainable lubes margin v.CVPs - Lube Clinic/Videocheck/Saving Calculator for new conversions in Peninsula and cross sell/up sell in East Malaysia vi .Sharing & adopt best practices with other ASEAN countries vii .Route To Market(Distributors Rationalization) viii.Cost To Serve – introduced telesales as most appropriate service provider for smaller customers that don’t require inter face meeting (F2F) viv. Enterprise 1st behavior among business functions Craft 12 months marketing initiatives calendar for distributors with clear objective ,key needs ,message ,target segment & implementation party and run PRI (post implementation review) with Sales Managers for every dollar spend
- 6. Regular monthly performance review & tracking against forecasted profit with Sales Manager direct & indirect & Account Manager . Regular meetings with Account Manager to check on Shell’s competitive positioning Draft contingency plan to close the gap of shortfall eg.sales promo & tactical price support Conduct courses for sales team to sell based on value proposition rather than price & relationship alone (Effective Selling Skills /Sales Academy - Value Selling ) Start : Feb/2001 Highlights: Responsible for renewing and winning key accounts or contract and OEMs development . Secured three major competitors' accounts : + Fuels & lubricants business worth 30 million litres per annum (a major public bus company)with C3 US$0.8 million/year from Caltex and later part lubes(Castrol) valued for C3 US$25K +Secured a two year contract with an European OEM ,converting from Caltex. Contract valued at C3 US$63K and 240KL per annum +Secured lubes supply to central region of a Public Listed Transport Company from Castrol to supply 72KL a year generating C3 US$19K . Other main responsibilities: *expanding the customer base *achieving agreed sales target both individual & team *preparing sales forecasts *giving appropriate guidance & support to the Sales team *coaching & guiding the new Account Manager *leading the sales team to achieve the desired results Crystal Award for Best Account Manager ,Transport Code 40 Award End : Apr/2002 Position : Senior Account Manager (Fuel + Lubricants) Employing company : Shell Malaysia Trading Sdn Bhd Start : Jan/1999 Highlights: 1999-early 2000 Reduced unused credit items from average RM$18 million per month(due to SAP implementation) to RM$3 million monthly Generated a 2% gasoil performance over target in the face of extreme competition and adverse cost position Volume for lubricants was 8 % higher than target at 2,546 KL 2000 Continue the focus and direction adopted for the dealer market achieving a strong performance for year 2000 with US$4.5 million C1 margin as part of Central sales efforts to secure more new accounts especially in the key sectors, participated in team project to convert key competitors' Commercial Road Transport accounts : i.a public listed CRT (won back business from Caltex) ii.a major construction company with head office in PJ(Caltex) generating some 4.7 million liters of gasoil and over RM$440K C1 margin up to end 2000 . Awarded Best Business Development Executive for Year 2000 Awarded Code 40 for best Commercial achiever End : Jan/2001 Position : Business Development Manager, Wholesales (Fuel + Lubricants) Employing company : Shell Malaysia Trading Sdn Bhd Start : Jul/1997 Highlights: Reduced over traded accounts by 50% as per required as target Streamlined Bitumen & LPG accounts into CSC credit management process End : Jan/1999
- 7. Position : Credit Specialist, Customer Service Centre(CSC) Developed proper control/credit procedures for Telemarketing customers Employing company : Shell Malaysia Trading Start : Dec/1994 Highlights: Fishing Trade Developed direct Industrial Gas Oil (IGO) business trade with fishing boat owners which has traditionally being serviced by competitors' dealer channel Improved the overall East Coast gasoil & lubes volume with additional 18 million liters per month & 124KL per year respectively from this new sector despite stiff competition with local traders and the market dominant by Petronas with cost advantage Implemented sound credit management to manage the credit risk by securing many guarantees(especially bank guarantee) which was very difficult to be obtained in East Coast business environment Direct Trade Converted and successfully defended one of the largest iron & steel mills in East Coast then from Caltex & Mobil generating 100 drums/month of high temperature greases to Shell's East Coast volume . Secured the initial fill volume for a cement company in Kuantan (first & only cement plant in East Coast) contributing up to 100 drums of lubes and greases to Shell End : Jul/1997 Position :Commercial Executive, East Coast (Fuel + Lubricants) Employing company : Shell Malaysia Trading Sdn Bhd Start : Jan/1990 Highlights: Successfully converted a number of CRT customers under the Pan Malaysian umbrella, effectively widening the customer base of Pan Malaysian from traditional plantation/agricultural dominated . Secured and successfully defended a cement manufacturing account(both Rawang/Kanthan) worth US$0.79 million per year thru direct negotiation Secured key OEM Volvo franchise workshops (Federal Auto) 100% lube oil supply (PCMO) removing Exxon Undertook major exercise to clear old outstanding items for a government (GLC)telecommunication company dating back to 1980 worth about US$105,263.00 Prior to leaving Pan Malaysian business was developing further diversification of Pan Malaysian business through targeting key construction accounts like YTL & IJM . End : Dec/1994 Position : Marketing Executive, Pan Malaysian Accounts(Fuel + Lubricants) Employing company : Shell Malaysia Trading Start : Aug/1988 Highlights: Was the pioneer batch recruited for the project Shell Card business. Responsible for marketing fleet card to fleet owners(Chinese companies) Managed to successfully convert many of Mobil's major customers especially CRT (Commercial Road Transport)operators Awarded Best Shell Card Marketing Executive in 1990 Awarded Highest Achiever Competitors Conversion in 1989 Consistently maintained Top Performer status during the tenure in Shell Card End : Jan/1990 Position : Sales Executive – ,Shell Card,Retail Employing company : Shell Malaysia Trading