Elaine Woo

Lead commercial strategy for Toys“R”Us Singapore and General Trade, partnering closely with retail leadership to elevate in-store performance and client experience, driving revenue acceleration and market expansion. Commercial Strategy Deployment • Conceptualized “Rare Item” strategy repositioning niche SKUs into high-conversion demand drivers. • Own and deliver against annual commercial growth targets within Singapore market. • Design and execute full-funnel growth strategies to improve traffic, conversion and sell-through across online and physical retail channels. • Act as strategic advisor to senior retail stakeholders, consulting on assortment optimization, pricing strategies, campaign planning and in-store conversion improvements. • Built pipeline for General Trade expansion by identifying and activating non-traditional retail channels, increasing brand reach. • Leverage sales data, retail analytics, and market insights to optimize promotional ROI and campaign effectiveness. • Drive quarterly business reviews using structured performance storytelling and actionable growth roadmaps. • Integrated online/offline campaigns to drive traffic and conversion. • Drive customer and channel specific assortment strategy, tailoring range architecture by location to maximize relevance, productivity and margin. • Demand planning and forecasting to ensure commercial initiatives are supported by accurate volume projections and optimized inventory deployment. Retail Excellence & Coaching • Conduct in-store walkthroughs to optimize space productivity, shopper navigation, and category storytelling. • Influence frontline teams on assortment presentation, promotional mechanics, and conversion behaviors. Training & Capability Development • Guide retail stakeholders on best practices in assortment strategy, pricing architecture and campaign execution. • Provide ongoing performance feedback loops to retail partners and leadership.

Scaled LEGO Certified Stores (LCS) across Malaysia, driving sustained double-digit growth while strengthening retail capability and store-level execution standards. • Outperformed commercial targets by achieving 60% growth vs. 7% planned, driven by strategic assortment planning, targeted campaigns and strengthened store economics. • Accelerated LCS expansion by launching six new outlets within two years, identifying high-potential sites, shaping consumer experience concepts and overseeing end-to-end development from design to opening. • Elevated in-store brand experience through curated assortments, enhanced visual merchandising and impactful trade activations that reinforced LEGO’s premium position. • Strengthened omnichannel performance by optimising partner e-commerce platforms and designing integrated online/offline shopper journeys, driving both traffic and conversion. • Led commercial negotiations and annual investment planning to secure balanced, long-term value for both TLG and retail partners. • Drove brand engagement through innovative cross-brand collaborations and AR-powered campaigns, successfully attracting new audiences and expanding LEGO’s reach among low-affinity consumers. • Achieved a 99/100 partner satisfaction score, reflecting strong relationship building, operational reliability and a solutions-first approach. • Entrusted with multiple strategic assignments, including: – Leading distributor markets in Sri Lanka and Maldives – Managing the Amazon Singapore account – Driving Malaysia’s 2023 Lunar New Year trade marketing campaign • Partnered closely with regional and global teams to align retail execution with broader commercial priorities, ensuring consistency in brand standards, performance outcomes and long-term channel development.

• Managed top 5 revenue modern trade accounts (TESCO, AEON). • Negotiated trade agreements and optimized investment ROI. • Used Nielsen data and internal reporting tools to identify growth levers and optimize promotional calendar. • Delivered sustained year-on-year growth through consultative commercial planning.

Spearheaded LF Asia’s B2B entry into the convenience channel, building the business from the ground up and securing national listings in 7-Eleven, Circle K, MyNews.com, KK Mart, 99 Speedmart, and key petrol marts. Achieved full-scale distribution within 3 months, accelerating go-to-market and enabling early revenue wins through swift negotiation and tailored channel activation. Drove channel share gains through development of channel-specific assortments, price packs, and trade programs, adapting to shopper missions and store formats. Conducted in-depth market and competitor analysis to inform joint business planning, which resulted in high acceptance rate of new product listings and improved visibility strategies.

• Managed a portfolio of top hypermarket and regional convenience store accounts, including five major chains, contributing significantly to total channel volume. • Successfully renegotiated trading terms and contract renewals, improving retailer compliance and profitability for both parties. • Rolled out national in-store campaigns and secured premium in-store placements that boosted product visibility and increased share of shelf. • Achieved above-target sell-through performance during key promotional periods through close collaboration with field sales and retail ops. • Used Nielsen and internal POS data to guide account planning.

• Designed and executed trade incentive programs that boosted product availability, visibility, and retailer loyalty across General Trade and Convenience channels. • Rolled out strategic fixture placements (dispensers and signage) in key outlets, leading to improved brand visibility and increased off-take. • Developed a performance-based loyalty rewards program that drove incremental sales and strengthened long-term retailer engagement. • Analyzed market performance using Nielsen and internal sales data, identifying gaps in execution and recommending course corrections that improved ROI on trade spend. • Supported nationwide launch initiatives and visibility drives by ensuring on-ground readiness and activation across multiple retail formats. • Improved trade compliance through targeted retail audits and frontline sales team engagement.

• Strengthened HORECA penetration for Wall’s through well executed trade marketing campaigns and seasonal promotional drives. • Developed and executed tailored trade programs that improved product presence and impulse purchase rates across cafes, restaurants, and hotels.

• Managed a portfolio of HORECA accounts and delivered consistent revenue growth through targeted promotions and point-of-sale activation. • Secured long-term partnerships with major HORECA chains by tailoring trade plans to customer business needs.

• Achieved market expansion by successfully listing Evian in high-fashion and premium lifestyle retail outlets, extending the brand beyond traditional HORECA into white space, high-margin channels. • Drove double-digit sales growth by executing strategic trade promotions and optimizing brand visibility in on-premise and off-premise outlets.