Terry Lee Kuan Ming

As the Business Development Manager for the Biscuits Division (Zess Biscuits) at Oriental Food Industries Malaysia, I lead the expansion and growth of the Zess brand in international markets. My responsibilities include identifying new market opportunities, building strong distributor relationships, and formulating strategic pricing and positioning to enhance brand awareness and sales. Key aspects of my role: Market Expansion & Distribution: I actively seek and negotiate with reliable distributors across various regions around the globe. Brand & Product Strategy: I drive initiatives to differentiate Zess Biscuits, focusing on product quality, consumer education, and strategic marketing to compete effectively. Sales & Pricing Management: I manage pricing strategies, negotiate with key partners, and optimize product configurations to maintain profitability while remaining competitive. Operational Coordination: I work closely with production, logistics, and distributors to ensure seamless order fulfillment, stock readiness, and effective promotional campaigns. Trade & Consumer Engagement: I oversee participation in exhibitions, trade fairs, and sampling activities to enhance market visibility and consumer acceptance. My role is centered on sustainable growth, brand development, and long-term market penetration, ensuring that Zess Biscuits continues to thrive in competitive international markets.

- Retain the similar Job description as Julie’s Manufacturing Sdn Bhd.

- Define overall sales strategy to achieve sales target - Define overall strategy to achieve gross profit - Define overall strategy to penetrate new market (countries) - To monitor business progress for all countries and meet the sales target monthly - Monitor, analyse and assist the subordinates to ensure that all matter is carry out according to business plan and take necessary actions to improve it. - To advise & assist subordinates in terms of business planning & business strategies in order to achieve progressive sales growth for the countries that was assigned - To offer product selling price based on the master price list guideline set by the management. - To formulate & communicate with distributors in terms of overall company strategy & company development so to ensure that both parties are align with the company vision & mission. - To assist General Manager (Sales) to constantly monitor & analyse on the market situation to determine new market trend & changes in consumer’s behaviour in terms of products and packaging, preference & taste. - To study and analysis the current product planograming and category management in their territory coverage and propose strategy to strengthen / build Julie's in the particular territory - To formulate annual Master Promotion Plan based on the Business Strategies - To ensure all promotions are carried out accordingly and provide feedback for continuous improvement

- To explore on export market business opportunity & participation International Exhibition. - To define sales strategy to achieve sales target set to the appointed agent / country. The strategy should include numeric distribution, weighted distribution. - To discuss, Prepare and Formulate the yearly promotional plan for appointed agent. - To monitor the agent sales progress monthly. - To execute the promotional plan. - To penetrate the current market (GT / MT) by continuos assisting agent exploring and identifying the opportunity availability. - To formulate strategy to promoting, developing new product / new packaging to the current market. - To develop marketing activities (BTL, ATL) to enhance company's presence and awareness in current market - To manage and ensure business generate enough gross profit and nett profit set by the company. - To manage and monitor the marketing fund / budget allocation in order to maximise the sales and the spending should within budget given. - To conduct sales review with agent quartely and formulate contigency plan (if necessary) to improve current sales performance. - To handle the new product launching (soft launch or official launch) project. - To ensure the agent made payment on time / as agreed in the agreement and become key liaising officer for any outstanding issue related to credit note / debit note. - To continuous visit, observe and study company's product in the different channel and provide suggestion for continuous improvement to agent. - Reporting the competitor activities in the market and action plan (to heat on the competition, practising blue ocean concept or others). - To study, monitor agent have enough stock at their warehouse at healthy level at all times. - To provide training / coaching / demontration to agent sales team to build up their confidence level on Julie's products - To assist the agent sales team in solving any matter related to product quality and pricing.

- To assist in oversee the IT (Movex ERP) implementation & operations. - To assist on stock code creation, development of Bill of Material (BOM) structure, & assist in costing verification with accounts department. - To supervise daily operation reporting & verification of data to be key in to Movex system. - To supervise Movex system stock take print out together with the actual inventory count - To train operation staff regarding Movex reporting system & assist in problem solving on operation reporting constraint for production & packing department.

- To ensure the smoothness of the overall operation. - To arrange and monitor the Supervisor and Asst. Supervisor work positioning. - To ensure good coordination on machine operation and product output. - To ensure good quality of product output i.e. wrapping and sandwiching & overcome and solve shift problems. - To report malfunction of any Packing related items and its subsequent losses. - To train subordinates & to maintain and enhance positive working environment. - To maintain good communication and build up team spirit amongst workers and staff and those of other departments.

- To ensure proper control of inventory and ensure that the stocks are not more than necessary. - To interview & approve prospective new suppliers - To source for new suppliers and to follow-up on evaluation results such as quality, costs, delivery and financial status of the respective companies. - To conduct supplier audits and surveys occasionally. - To negotiate with suppliers for the best prices. - To meet with suppliers for discussion over pricing, quality and to ensure prompt deliveries.

- To assist the Manager (Production) to plan and execute the policies or instructions issued by the management. - To plan and request for the correct quantity and type of raw materials and ingredients needed for biscuit and cream. - To oversee the production operations i.e. mixing, forming and baking, and ensure that they are being done correctly. - To check all the production operations (mixing, forming and baking). forming and oven operations are pre-adjusted according to the specification before operation. - To ensure that all departmental work and cleaning procedures are correctly documented. - To ensure that all the products are produced according to specifications & analyze and to find the solution for every product that does not conform to specifications. - To conduct training for all workers regarding the departmental safety procedures.