Angie Choong

I led a team of up to 9 direct reports and 50 retail staffs across 4 major retail brands (TM Lewin, OshKoshCarters, Rookie & Dickies). Part of the role involved driving full responsibilities on strategic business planning, goal setting, P&L management, performance monitoring, business development along with client demand fulfilment. This included partnering with principals including Dickies, Haddad Brands and OshKosh/Carter on seasonal initiatives, merchandise planning, margin simulation and GTM roll outs. In addition to rolling out effective online campaigns via Facebook and Instagram to elevate brand awareness as well as identifying and maximizing new business opportunities, I also led the coordination and negotiation of the e-commerce site launch on a third-party online marketplace. Lastly, I reviewed and restructured staff commission to drive motivation as well as mentoring and empowering the team in delivering top notch performances while consolidating data analysis to drive CRM via in-house platform for effective campaign rollouts.

I was initially recruited as Retail Manager overseeing Malaysia and was later promoted to Senior Retail Manager in driving the daily operations of all retail stores across Malaysia & Singapore in achieving set revenue and profit performances. This included leading retail door plans development and execution, target setting, forecasting and budgeting, merchandising strategies, stock and inventory monitoring, incentive schemes development along with in-store activities, visual presentation, space and fixture planning. Besides working closely with Merchandiser, Planners, Allocators and Marketing in rolling out promotional plans and stock planning, I also implemented model store standards and mystery shopping results to drive retail excellence while conducting store visits to monitor and improve retail standards as well as ensuring procedures adherence. Other key accountabilities included: - Performed weekly and monthly engagements with retail team to improve operational efficiencies and establish effective communication channels including one-on-one sessions with Area Managers/Store managers to foster close working relationship. - Provided regular coaching, guidance and motivation to retail staffs while instilling brand values and customer excellence. Lastly, I produced weekly sales reports including competitive analysis of retail market while rendering local market insights in influencing buying trends and behavior.

Here, I headed the entire operations of the Mega Stores and Flagship Store encompassing strategic planning, visual merchandising and store presentation, customer service, wages and cost control, inventory management as well as loss prevention towards delivering set sales targets as well as specific Band KPIs. Besides that, I also maintained and strengthened the brand DNA and direction while rolling out effective strategies in line with target customer demographics. Other than that, I … - Led the planning and monitoring in maximizing the store potential during Peak Period. - Ensured all store positions are filled with below 5% turnover. - Initiated new store planning and setup, construction and renovation while ensuring strict compliance of internal and external security procedures at all times. Lastly, I rendered training and career development opportunities while constantly inspiring and motivating the team.

During this short tenure, I drove merchandise planning and selection, product strategy and planning, pricing, promotions, margin management, inventory control and vendor management towards maximizing revenue and profitability. This included partnering with buyers in developing the Merchandising Strategy while improving the layout, merchandising and categorization of the store. Besides that, I also oversaw stocks and inventory management along with supplier and vendor management. Lastly, I planned and implemented upskilling programs for sales managers, supervisor and sales people in enhancing the delivery of product information to customers.

As the Operations Manager, I oversaw the day-to-day operations of all retail outlets and stores towards achieving set sales along with top and bottom line profitability targets while minimizing operating expenses. This involved developing the annual revenue plan, budgets and forecast, identifying new product and market expansion opportunities, formulating policies and standards, monitoring and controlling the inventory levels and merchandise shrinkage as well as rolling out promotional campaigns. Besides that, I also conducted regular sales floor observations in troubleshooting and rectifying issues, engaging store supervisors in reviewing the performance as well as initiating changes to improve activities and sales performance. Additionally, I drove planning and conceptualization, location identification, leases negotiations, construction and renovation in ensuring timely opening of new stores. Lastly, I analyzed and generated reports on the overall budget, expenditures and return on investment (ROI) while developing a highly motivated, competent and customer-oriented team.

I was hired to build and manage the entire retail operations including sales and marketing, customer service, materials and treatments sourcing, performance monitoring as well as inventory control while contributing ideas on t-shirt designs. This included bookkeeping, accounts receivables, invoice processing, bank reconciliation, commissions calculation and pay out, customer credit application review and approval Additionally, I provided product recommendations to buyers while coordinating t-shirt customization in line with buyers’ requirements. Lastly, I developed strong rapport with vendors and customers as well as the Management.

I was promoted to oversee the sourcing of both men and ladies apparels as well as merchandises including product assortment and development, budgeting and financial analysis, cost control, inventory monitoring and reordering levels, deliveries and transfers scheduling along with shrink reports investigations. Apart from developing excellent working relationship with vendors, I also analyzed the merchandise OTB availability, turnaround time and profitability while rolling out the RMSA open-to-buy (OTB) system in increasing process efficiency.

During this tenure, I provided system support of the POS and back office system for 9 retail stores including creating Macros, maintaining the dashboard, troubleshooting and rectifying system failures while improving the database user friendliness. Besides that, I also planned and organized the bi-annual store inventory count exercise.

I started out my career as an Assistant Merchandiser tasked to carry out processing and entry of purchase orders into the POS system, monitoring of merchandise deliveries to outlets along with processing of merchandise returns. Besides that, I also performed fashion merchandising as well as planned and organized special marketing and promotional events while constantly improving the overall process efficiency and reducing costs.

Concentrations: Marketing & Human Resources