Cass Yeo Chai Puay

• Lead the entire product lifecycle, including new product launches, go-to-market strategies, execution plans, and product launch pricing for the Singapore market. • Conduct in-depth analysis of the competitive landscape, price bands, and addressable market size to develop a superior product portfolio with clear and effective marketing strategies, driving market share growth and profitability. • Manage business performance by overseeing forecasts, analyzing market trends, sales data, and pricing strategies to identify opportunities. • Direct a full spectrum of marketing activities in Singapore, including the development and execution of impactful marketing campaigns and promotions. • Design and produce ATL (Above The Line) and BTL (Below The Line) marketing materials to support campaigns. • Oversee forecasts, fund allocation, and inventory control, ensuring alignment with business objectives and collaboration with headquarters. • Expand business opportunities through channel analysis, account expansion initiatives, and distributor engagement. • Create engaging social media content to enhance online engagement and strengthen brand presence. • Conceptualize and implement innovative campaigns and projects to drive demand and market interest.

• 3PD (D2C in Pure Players) Sales Lead in SEAO Region for 8 Countries • Responsible for driving total sales performance, particularly online pure player (e.g. Lazada, Shopee) by developing & implementing strategic growth drivers (Sales, Traffic, Conversion, Sales Mix) • Manage direct reports based on deep understanding of KPIs, goals & execution plans with key strategic initiatives & operating plans to drive online business growth • Demonstrate deep understanding of thought leadership in eCommerce landscape, business management, product & channel strategy • Actively collaborate with local online teams, product managers & online partners in defining the strategy & initiatives, to drive excellent implementation • Lead complex strategic projects and initiatives, including backend integration operations & optimization • Identification of new value added services and driving execution of best practices to promote the best customer experience journey • Drive GTM strategies & planning and implementation of campaigns on marketplaces

• Identify opportunities to cross-sell and drive profitability in the FairPrice Account Business • Engage in commercial negotiations with clients, including reviewing of sales, merchandizing and promotional plans for the FairPrice online and Cheers account. • Develop and cultivate strong business partnerships with customer to drive achievement of key partnership KPIs • Work with internal and external parties, primarily marketing, operations, and supply chain as well as retailer to ensure execution of ideal merchandizing plans • To tackle any issues related to sales/ operations process in the trade to maintain accuracy and attention to detail of our business process. • Preparation of products, forms, and any other necessary materials for promotions, new product listings to ensure business plans are well executed in FairPrice & General Trade. • Timely updating of daily/weekly sales report and account related files • Conducting monthly brief to sales representatives on promotions and display executions • To support the Key Account Manager in preparation of sales reports for business reviews

Building the pipeline of category sales by list-downing and analyzing the potential sellers. Consolidating status of acquisition of potential sellers within the pipeline with category manager / sales team. Generating daily report for potential seller performance to top level management and to work closely with Category Manager to improve the category's performance. Spearheading mutli levels of research, campaigning and performance analysis for various projects

eTen Technologies seeks to help reduce cost issues plaguing much of the Global F&B industry, while helping millennials around the world get more out of every dollar they spend. We understand the pains of higher food prices and tightening wallets of consumers, and want to ease that in the long term. This is in line with giving back to our societies while helping transform them into Smart Nations. Resource Backers: -Alibaba’s Data Computing Arm, Alicloud (Technical Resources are fully funded) -Singapore University of Social Sciences (Research & Intellectual Property) -SG Founders (Enterprise Singapore) Website: www.eten.io

Founded in 1986, Vega evolved from a local distributor of audiovisual equipment to a total solution provider in pro AV/IT industry with 500 qualified personnel working at more than 20 branches in APAC, Europe and USA. Today, Vega is one of the leading international AV/IT companies and have the full capability to serve the global corporate clients, no matter the size of their projects and the locations. My job mainly involves digital consulting work to help VEGA increase efficiency, competitiveness, and accessibility of the company through technology. And, My main project is to digitalise the work process in the sales, service and maintenance teams. I engage in IT strategies by suggesting solutions and implementing new software systems. Ultimately, to achieve greater efficiencies, competitiveness and bridge communication gaps between teams as well as Vega and its clients.

Being part of the operations support team for trade and settlement services within the bank, I learnt to importance of working as a team to tackle and resolve issues under tight timelines to meet constantly changing demands of our trading customers every day. I also had to work with many transactions, which helped me to be familiar with adopting proper planning systems to relocating of specific documents. Through this experience on working on Transactions and Performing Quantitative Analysis, I have gained Analytical and Teamwork skills. I have also and honed my business networking skills through the multiple exposure of company-related networking events with stakeholders from all walks of life.

- SMU scholarship program - SMU Global Immersion Innovation Program - Young Talent Program - Finance Director for SMU-X trekking winter expedition - Show Producer for SMU patron's day