Shin Hwee Chua

High velocity beauty & fashion business with strong growth and geographical store expansion. Responsible for brand PNL and all its direct retail operations in 9 countries (China, HK, Macau, TH, MAL, SG, IND, PH, AU), 90+ Stores and 800++ operators. Leading regional teams consisting of sales operations, VM, merchandising, planning, allocation, marketing, training and people development.

Complete accountability of the Division from setting strategic directions, objectives to running of daily operational duties. Responsibilities of division’s growth & profitability, market share, monthly sales target, channel development, human resource, brand development, setting industry benchmarks.

Responsible for brand unit with full P&L. Lead a team of nearly 400 in the retail operations of 156 counters across 36 cities. Lead brand’s growth & increase profitability. Turn around retail operations with drastic improvement on field executions and service levels. Plan and launch of e-commerce boutique. Reposition the brand with increase brand attractiveness and engagement through development of new brand media campaign exclusively for China.

Responsible for brand unit with full P&L. Lead a team of over 100. Repositioned the brand to become #1 premium professional brand through innovative local development of brand campaigns, high value key accounts trade marketing offers, sales and education team reorganization to increase productivity. Set industry benchmark with local stars and celebrity model endorsements. Responsible for brand’s double digit growth, improved profitability and market share.

Responsible for total business unit with full P&L. Lead a team of 45 highly motivated members. Achieved two years of strong double digit growth. Strong results and profitability on all brands through re-engineered sales and P&L model by increasing productivity per door. Push for industry development and setting benchmarks through education, partnership with media, flagship installations and conquest of celebrity salons.

BBA