Rynna Lee

Leading the channel strategy for Singapore’s Modern Trade sector (Supermarkets, Hypermarkets), driving volume growth and market share for the world’s largest beverage portfolio. · Strategic Planning: Develop and execute the annual channel business plan, aligning global brand objectives with local retail dynamics to maximize ROI across key accounts. · Omni-channel Execution: Lead the "Perfect Store" initiative, optimizing in-store visibility, merchandising standards, and promotional mechanics to elevate brand presence at the point of purchase. · Portfolio Management: Spearhead channel marketing strategy for Modern Trade accounts, managing a diverse portfolio including Coca-Cola, Sprite, Fanta, and others to achieve volume targets and market share growth in Singapore. · Revenue Growth Management: Collaborate with Sales and Category Management to analyze consumption data and shopper insights, identifying white-space opportunities to drive incremental channel revenue. · Shopper Activation: Translate global brand strategies into localized in-store activations and trade promotions, ensuring cultural relevance and resonance with Singaporean consumers. · Budget & Vendor Management: Manage A&P budget efficiently, negotiating with external vendors and agencies to produce high-impact Point-of-Sale materials (POSM) while optimizing production costs.

Own and drive the execution of WG&S core and luxury portfolios in-market, optimizing display opportunities across all channels while ensuring compliance with marketing guidelines. • Utilize local market, shopper, consumer, and customer insights to inform and execute local channel planning. • Ensure rolling execution activity plans are aligned with approved local brand strategies. • Partner with commercial teams to manage and evaluate promotions, negotiate activations and displays with customers, and enhance sales and brand visibility, all in line with brand guidelines. • Execute in-market channel plans and portfolio management with local distribution partners across multiple channels, including merchandising, consumer activations, in-store shopper engagement, and customer-specific events, to drive long-term brand equity. • Identify and capitalize on new business opportunities within both On and Off-Trade channels. • Analyze competitor activity and market intelligence (promotions, pricing, deals) to assess their impact on our brands and provide actionable recommendations. • Collaborate cross-functionally to contribute to integrated activity plans, ensuring alignment on channel mechanics, A&P, and KPIs, while addressing potential barriers. • Track and ensure adherence to Minimum Execution Standards, distribution, and activations, making adjustments as needed to optimize brand performance.

Develop, plan and execute marketing, public relations, sales, and promotional strategies to support and achieve the sales plan. Channel & Retail Marketing • Develop and implement a go-to-market channel marketing plan including promotion, animation partnerships, and consumer activations. • Execution of all marketing activations offline and online at all times. • Analyses potential partner relationships for the product range, positioning strategy, pricing, and promotions. • Communicate effectively with all channel partners to align, plan, and execute all product and trade marketing objectives, plans, and activations before, during, and post animation. • Deepen channel customer development through CRM program activations. Product Management • Campaign ROI , Sales result and Post Campaign report analysis. Consolidate and update marketing team of post-campaign reports and provide sales results and analysis monitor. Report all ROI of all programs for management reporting and feedback. • Responsible for all forecasting and sampling management for product launches and trade and retailer activities. • Management and tracking the flow of product registration in Singapore to ensure timely registration. • Conduct market trend analysis, monitor competitors’ moves, and plan proactive actions • Responsible for the seamless execution of all product launches and trade marketing activities following the Marketing Calendar in collaboration with marketing services, sales, and training team, with the aim to build brand awareness, recruitment and retention. • Business and channel sales performance tracking and analysis, launch follow-up, and action plan development. • Implement a Door-by-Door Marketing plan (CRM, events, and promotions). • Budget Management: Responsible for full P&L. Customer Relationship Marketing (CRM) • Defines the local CRM campaign priorities • Strategize, develop, and execute CRM programs for the brand. • Develops relevant and engaging brand communications.

Managing Network and commercial strategy implementation for South East Asia

- Assist in ensuring the retail team's delivery of operational excellence and sales targets. - Work closely with key stakeholders (Marketing, Inventory, Finance, HR, Trade Partners) to provide input on merchandising, marketing, retail operations, performance management, business planning, and strategic direction to achieve operational targets set through to increase margins, productivity and reduction in store level variances, expenses and delivery of consistent store efficiency. - Implement and maintain effective operational policies, practices, and strategies to ensure the communication and implementation of all initiatives to the retail team. - Be the secondary point of contact and build a relationship with trade partners, landlords, vendors and external parties to maximize business opportunities and long term cooperation. - Assist the operation manager in driving the rollout of zone retail projects and support the implementation of store performance guidelines in new store development. - Provision of day to day operational support to the retail team of multi brands stores and mono brands stores. - Brands management & liaison for sales, new launches, marketing & advertising campaigns. - Assist in managing, planning and set up of new store opening, renovation work, liaising with brand agents, mall management and contractors to ensure all store and mall guidelines are met. - Assist in mystery shoppers review with brand agents, management and retail team. - Support and manage retail exclusive brands from coordinating stock purchases, inventory to sales management. - Managing stock allocations among the multibrand and mono-brand stores. - Build and maintain good relationships with POS & Trade Partners.

• Promoted from Senior Sales & Marketing Advisor to Boutique Sales & Marketing Manager in Jan 2017 Determines annual unit and gross-profit plans by implementing marketing strategies; analyzing trends and results in Asia Pacific Region Implements APAC sales programs by developing field sales action plans. Maintains sales volume, product mix, and selling price by keeping current with supply and demand, changing trends, economic indicators, and competitors. Establishes and adjusts selling prices by monitoring costs, competition, and supply and demand. Recruiting, Coaching and Training of local retail and training managers and Staffs in APAC region ( Singapore, Malaysia, Thailand, Philippines and Hong Kong) Completes national sales operational requirements by scheduling and assigning employees; following up on work results. Maintains national sales staff by recruiting, selecting, orienting, and training employees. Maintains national sales staff job results by counseling and disciplining employees; planning, monitoring, and appraising job results. Planning and execution of marketing campaigns Media and Customer Relationship Management. Maintains professional and technical knowledge by attending educational workshops; reviewing professional publications; establishing personal networks; participating in professional societies. Contributes to team effort by accomplishing related results as needed. Traveling within APAC region 30% of the time Increased revenue by 50% every year since 2015.

Determines annual unit and gross-profit plans by implementing marketing strategies; analyzing trends and results. Implements national sales programs by developing field sales action plans. Maintains sales volume, product mix, and selling price by keeping current with supply and demand, changing trends, economic indicators, and competitors. Establishes and adjusts selling prices by monitoring costs, competition, and supply and demand. Completes national sales operational requirements by scheduling and assigning employees; following up on work results. Maintains national sales staff by recruiting, selecting, orienting, and training employees. Maintains national sales staff job results by counseling and disciplining employees; planning, monitoring, and appraising job results. Maintains professional and technical knowledge by attending educational workshops; reviewing professional publications; establishing personal networks; participating in professional societies. Contributes to team effort by accomplishing related results as needed.

Suggest, assist in identify, setting up sales strategy Set up sales plan in order to archive sales target required by the company. Detailing sales action plan to ensure that the target will be achieved on a monthly, quarterly and annual basis. Support, motivate staff member to achieve individual and team target Supervise daily work of sales staff Liaise closely with HR department in solving daily HR issues including discipline compliance, work attitude

Managing and assisting marketing related activities for all Fashion and beauty magazine title : Herworld, Female, Nuyou, Cosmopolitan, Shape, Teenage, Herworld Brides, Female Brides, Seventeen, Marie Claire, Simply Her. Activities Includes : Runway shows in conjunction with fashion designers (Marc Jacob, FP benjamin group )

Managing and assisting project manager with PR activities design and plan media release assist in administrative work coordinating of Marketing and Public relations events

Bachelor in Business

-Customer Relationship Management : School team representative to present winning project to client : Chocz Singapore - Marketing Research : School team representative to present winning project to client : Brands Innershine Singapore -Strategic Marketing : School representative to present winning project to client :GINVERA - Integrated Marketing Communications : School team representative to present winning project to client Fashion Design - Top scorer for the institution. Services Marketing - School team representative to present winning project to Client : Nike Singapore Japanese Language