Niasha Lau

Sales-facing role responsible for leading product strategy, positioning, and promotion for TEL's semiconductor manufacturing equipment portfolio. Focus in managing lifecycle, market positining and commercial success of TEL's semiconductor equipment product lines Work closely with key customers to understand technical requirements and roadmap Monitor market trends, competitors, and industry developments Interface with R&D, Engineering, Marketing and Manufacturing to drive product development Translate customer requirements into actionable engineering specifications Identify growth opportunities in emerging technologies Contribute to revenue forecast, pricing models and market share analysis

1) Achievement -Apart from existing Server Products, drove 4 new product lines (SSD, PCDIMM, GDDR, LPDDR) into ASEAN ODM/OEM market within 3 years’ time and generated US$ 1.5m-2m/monthly revenue for company. Individual Sales Revenue record: 2017- US$5.4m, 2018- US$14m, 2019-US$20m, 2020- $22m, 2021-$29m. Maximize revenue growth in the customized AI Servers sector across Southeast Asia through strategic collaborations with key business partners within the ecosystem. 2) Marketing Roles (Channel Partners Distribution Management| Strategic product planning | Procurement | Inventory Management | Forecasting) - Product positioning and define pricing strategy. Monitor competitor products, sales, marketing activities and adjusts marketing strategy to meet changing market and competitive conditions. - Establishes and maintains relationships with industry ODM/OEM, key strategic partners and channel distributions. Enhance collaboration within the ecosystems. - Updating of industry, competitor and market activities, news and movement in individual written report to senior management and to Samsung (Main Supplier) 3) Sales Roles (New Business development | Sales operations | Fulfillment) - Manage and support regional sales on business activity. Supervise overall SEA, China and Taiwan business margin/revenue, and overall team KPI to meet performance goals. - Establishes and maintains relationships with industry ODM/OEM and key strategic partners. Frequent travel to China/Taiwan to attend international conferences and develops new leads and customers. Maximizing partner's engagement and loyalty. - Prepares periodic Revenue, product postioning, customers and market update for management.

Achievement: New Account Revenue generated in 2016: USD $9.5m, drove 3.7x sales growth for SSD product line from US$2.7m (2015 record) to S$10.2m within 1 year, 6x margin compared to 2015. - Frequent travel to China/Taiwan/SEA countries to attend international conferences and develop new customers, (targeting factory and channel partners distributors). - Analyzing potential partner relationships for the product,Vendor and Client coordination, product allocation and margin management. - Managing memory product line life cycles from strategic planning, forecasting, procurement, inventory planning, distribution and fulfillment. Specifying market requirements for current and future products by conducting market research supported by on-going visits to customers and non- customers. - Market Research and analysis reporting to supplier (Samsung)- Provide market updates, competitor movement and pricing/product strategy, and other valuable information for both suppliers and clients globally

1) Sales and Project Management Roles (Customization/OEM) - Brought in US $ 400k revenue in new developed product line (customized project) which contributed 20% of total margin to the Project team in year 2014-2015 - Lead the planning and implementation of projects. Facilitate project scope, goals and deliverables. Define project tasks and resource requirements and develop full scale project plans. Assemble and coordinate project staff, manage project budget, resource allocation schedule, provide support to project team. Present reports defining project progress, problems and solutions. Implement and manage project changes and interventions to achieve project outputs, project evaluations and assessment of result - Quarterly visitation to Toshiba Tokyo headquarters and Yokkaichi wafer fab for new potential OEM projects discussions. Customize project covers- Wireless Application in Medical & Health care products, Surveillance Products, Consumer Products

1) Sales Routine - Organize, plan, and support customized OEM, Sales projects/ manufacturing planning, procurement material control, ETD, shipping, external and internal communication - Complete sales and business tasks (turn key solution) in my previous service with PHISON (Nand Flash Semiconductor IC Manufacturer, sister company with TOSHIBA). I have turn key solution experience base on customized requirement by different customer. - Dealing with customer inquiry, quotations, orders, raw material quantity and quality control, pricing negotiation, product firmware updated news release, RMA and sampling -Production schedule arrangement and ETD/shipping arrangement, return product RMA reproduce/RMA schedule arrangement 2) Other than sales routine experience, also in-charge of arrangement for guest transportation/accommodation, time planning and appointment, product presentation and etc. for every guest visit from Malaysia government or VIP, such as A) Mr Lim Guan Eng, Chief minister of Penang, B) Secretary of Ministry of Tourism, Malaysia C) Secretary of Ministry of Foreign Affair Department