Pek Ying Chua

As Head of Marketing and IT, I lead two core departments at Reszon Diagnostics to drive brand visibility, customer engagement, and digital innovation. This dual role involves cross-functional collaboration, strategic planning, and operational oversight to support business growth and organizational efficiency. 𝗠𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝗥𝗲𝘀𝗽𝗼𝗻𝘀𝗶𝗯𝗶𝗹𝗶𝘁𝗶𝗲𝘀: • Develop and implement integrated marketing strategies to strengthen brand awareness and corporate identity. • Collaborate with the sales team to create impactful marketing content and sales support materials. • Work with the regulatory team on product packaging, quick guide and Instructions for Use (IFUs) design. • Oversee creative direction, content creation, and visual branding for campaigns. • Manage multi-channel marketing efforts including social media, print, digital, email, and events. • Maintain and update website content to ensure relevance, clarity, and engagement. • Ensure consistent brand messaging across all platforms. 𝗜𝗧 𝗥𝗲𝘀𝗽𝗼𝗻𝘀𝗶𝗯𝗶𝗹𝗶𝘁𝗶𝗲𝘀: • Oversee maintenance, performance, and security of IT systems and infrastructure. • Lead IT projects including system upgrades and deployment of IT software & hardware. • Align IT strategy with departmental needs to support operational goals. • Manage IT procurement and vendor negotiations for cost-efficiency. This combined role allows me to bridge technical and creative disciplines, ensuring that marketing efforts are data-driven and that IT systems support seamless operations and communication.

𝗦𝗮𝗹𝗲𝘀 𝗮𝗻𝗱 𝗺𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝗼𝗽𝗲𝗿𝗮𝘁𝗶𝗼𝗻 • Leading Malaysia, Singapore and International sales team to meet/exceed annual sales targets within assigned business units (BioSyntech Malaysia Group, Vivantis Technologies, Hercuvan Lab Systems, Bio.etc Pte Ltd.) • Streamline business operation to ensure smooth operation within cross-functional teams from procurement, sales, marketing, IT, technical to logistics department • Leading marketing team in strategizing and implementing marketing campaigns • Managing design and brand identity of company and product offering • Responsible for new product development and launching of new product portfolio for assigned brands • Work closely with sales, marketing and IT team for producing valuable content for company’s presence, graphic design, website management, marketing and promotional materials, video, and managing company’s publications • Managing IT team and operations (IT systems, network & infrastructure) to enhance IT capabilities, improving system reliability, and implementing innovative solutions to support IT operations

• Leading marketing team in strategizing and implementing marketing campaigns within assigned new business units (Speedy Assay, Global Haltech, Halvec Laboratories, Stemmera Inc, Pop Bio Ltd, Gain Green, Plantzania etc) • Streamline business operation to ensure smooth operation within cross-functional teams from procurement, sales, marketing, IT, technical to logistics department • Managing design and brand identity of company and product offering • Responsible for new product development and launching of new product portfolio for assigned brands • Work closely with sales, marketing and IT team for producing valuable content for company’s presence, graphic design, website management, marketing and promotional materials, video, and managing company’s publications • Managing IT team and operations (IT systems, network & infrastructure) to enhance IT capabilities, improving system reliability, and implementing innovative solutions to support IT operations

• Progressive responsibilities in international sales functions for lab equipment export market segment • Streamline business operation to ensure smooth operation within cross-functional teams from procurement, sales, marketing, IT, technical to logistics department • Develop market presence with active participation in international tradeshow • Liaise with manufacturer to introduce new product range to existing and potential distributors • Work closely with sales, marketing and IT team for producing valuable content for company’s presence, graphic design, website management, marketing and promotional materials and managing company’s publications • Managing design and brand identity of company and product offering

• Develop yearly purchase and sales action plans within assigned category (Dry groceries & Beverage – Carrefour) with objective to achieve or exceed the turnover/margin targets. • Achieve sales and margin objectives through investigating, making changes to current assortments for choices, price points aligned with customer’s needs, market trends, supplier trends and merchandise strategy, to be in line with “1 in, 1 out” principle and choose between local purchase and direct global sourcing; ensure optimal marketing mix management (product, price, location, timing). • Define detailed product assortments; review and update implantation rules and space allocation within category to reflect new assortments and priorities. • Develop and ensure the communication towards store execution of defined promotion plan(s) within own category, decide and make stock allocation of products for stores in scheduled promotion campaign whenever availability of a product at good price. • Develop and propose new business concepts with objective to differentiate from competitors, to create the “new or refreshing” experience for customers, and to enhance departments sales performance. • Monitor stock aging performance and stock delivery within category; ensure optimal delivery lead time and take corrective measures as and when necessary. • Develop, search and manage existing and new suppliers’ portfolio with good relations; negotiate for permanent and promotional buying terms and renew yearly Carrefour trading agreement contracts per conditions (rebated, listing fee, fixed guarantee, etc) set out. • Maintain a good working relation within the division, inter-department, cross-functional team and store team (involving, checking and responding promptly to the feedback and issues raised by the head office and store operation team) • Monitor, review and confirm on customers profile, suppliers’ market, competition practices and market trends through conduct of market & competitor stores visit

Product Ownership • Possesses knowledge of the product USPs and market positioning • Provides full support on product information and all product related matters to international operations, stockists, trainers and customers • Keeps abreast of competitor’s activities and changing market trends Product Development • Effectively conducts product evaluation, market research and analysis locally and internationally) • Develops product identity, USPs, market positioning and target market • Manages and executes launch (effective liaison and follow up with suppliers, designers, internal departments and international departments Sales & Promotion Planning • Plans, reviews and implements changes in the overall promotional plan to achieve growth within portfolio • Develops effective promotional mechanics/activities Marketing Publication • Develop ideas to produce impactful marketing materials (key messages & product images) • Effective liaison with design houses (briefing, follow up, and critique/feedback) to meet publication deadlines • Ensures accuracy of all published materials Inventory • Ensures sufficient stocks to support monthly promotional activities • Monitors and maintains healthy stock level, i.e. clearance of discontinued/phased out items, expedite sales of slow moving items Customer Support • Effectively communicates and resolves customers’ or stockists’ enquiries, feedbacks and complaints Quality Inspection • Executes quality re-inspection of bulk samples and finished goods QC samples Managing Issues/Crisis • Identify cause and propose plausible solutions • Effective follow up and implements resolutions

Research & Development • Manage collaborative R&D projects to prove efficacies and safety of new products or technology acquisition to process and commercialize novel or improved products. • Review and evaluate feasibility of the proposed new projects. • Create R&D project portfolio and project proposal to top management. • Liaise with researcher, officer of university commercialization centre and lawyer from agreement drafting phase till agreement signing phase. • Handle post-agreement signing matters and monitor the research project progress. Reporting & Auditing • Monitor & prepare R&D progress report from time to time for shareholders & authority review. Grant Application • Identify grant or funding opportunities and accomplish the application including but not limited to furnishing application form, project proposal, business plan and others. Product Development • Perform market research/market intelligence. • Define product component and design prototype. • Verify legal and regulatory compliance of the product in terms of labeling requirements. • Product information searches, data screening and compilation. • Perform market sampling to testimonials, collecting feedbacks and evaluate results of market testing. • Create product information fact sheet: ingredient list, function, unique selling points, recommended dosage, target consumer group, caution etc. • Develop marketing tools eg. power point presentation, printed publication materials such as bunting, leaflets, handbook, manual, insert, video content, FAQ. • Identify and accomplish application of product quality certificates or awards (when necessary). International Trade • Liaise with raw material and packaging suppliers for timely deliveries. • Handle, manage and maintain local & overseas key account. • Liaise with forwarder/carrier for freight arrangement prior shipment. • Participate in trade shows and exhibition & business matchmaking to establish business relationship with potential traders.

• Accomplish BioNexus status application. • Assist in corporate events such as speaker’s invitation and event arrangement. • Prepare quarterly research report for Security Bursa Commission review. • Accomplish application of product quality awards to enhance corporate image as a whole