Esther Yap

Overseeing trade marketing in Domestic retail and Global Travel Retail for the Gulf and selected South Indian regional markets (Dubai, Qatar, Bahrain, Oman, Sri Lanka, Maldives and Nepal)

Focusing on development, implementation and cultivation of the Red Bull brand image. Increasing Red Bull share of mind and consumption in on premise. Working with all stakeholders to maximize impact of and leverage major on premise image building and consumption driving initiatives with value added concepts, impactful pos and marketing tools to ensure increased availability, visibility and activation of Red Bull. Contributing to annual business plan by identifying and defining insights leading to and developing new implementable activities, programs and strategies for the business

Core member of a small team dedicated to Bacardi-Martini, representing 30% of gross profit, revenue and 22% of volume share as lead agency within MMI’s spirits portfolio. Daily responsibilities include: • Driving brand awareness, desirability and volumes across Dubai on-trade, retail, e-commerce channels • Adapting and refining brand principal’s global vision into concrete brand plans with A&P budgets for market execution • Developing and presenting marketing pitches to win pouring spirit listings and permanent branding visibility in top tier hotel groups and nightlife outlets; pitches won include Westin, Addmind, Ritz Carlton, Bla Bla, Sunset Hospitality, Zero Gravity • Project managing ROS activations, large scale events & product launches (Bombay Bramble & Martini Fiero in Jan 2021) • Achievement: Successfully launched the ‘Grey Goose Riviera’ campaign in Dubai in 2019; with activations in high-volume beach clubs such as Azure, Cove Beach, Nikki Beach; acknowledged as ‘Best Practice’ by Bacardi-Martini in the Gulf region

Responsible for increasing distribution and revenue of MMI contracted international wine and spirit brand agencies (Moet-Hennessy, Brown Foreman, Concha Y Toro, E&J Gallo) in over 100 on-trade accounts based in Dar es Salaam. Created and implemented basic wine training material tailored for local F&B staff using ‘train-the trainer’ approach. • Maximized product sales and expand market share to achieve revenue and margin targets • Achieved +78% in gross profit & +73% in revenue vs previous year; overall contribution of 62% to the business across key agencies: Moët-Hennessy, Brown Foreman, Distell, Ken Forrester, Waterkloof, Van Loveren and Concha Y Toro • Developed good business relationships across strategic key accounts in on-trade; increased share by 70% vs previous year • Nominated for ‘Best Key Account Manager’ among top 7 candidates in MMI across all channels and markets for 2019

Responsible for increasing distribution of MMI contracted wine and spirit brands in key on-trade accounts based in Dar-es Salaam • Exceeded gross profit and revenue targets by 46% from June 2015 to 2017 by increasing number of accounts from 23 to 74 • Awarded ‘Best Key Account Manager’ for Q1 and Q2 2016 with +52% GP and +47% in Rev contribution • Won ‘Best Sales’ Incentive from Waterkloof wines in Q4 2015; +424% vs GP target, +295% vs Rev Target • Promoted to Senior Key account manager (Sales & Trade Marketing) in July 2017

• Created and executed brand plans, in revision of pricing structure and mapping out customer universe with sales team • Exceeded volume 9Lcs in 2015 vs. prev. year +30% Hennessy, +9% Dom Perignon, +20% Moët & Chandon, +15% Belvedere • Secured permanent visibility for Moët & Chandon in strategic nightlife outlets; +37% 9Lcs in 2015 vs previous year • Launched ‘Hennessy Artistry’ Campaign in October 2014; depleted 80x 9Lcs, +25% vs October 2013 across on-trade & retail • Organized the first ‘Hennessy Artistry’ large scale concert, front lined by top-tier African celebrities, Wizkid & 2Face Idibia (Nigeria) and Mafikizolo (South Africa); +5K attendees; ROI free press valued at €1.5million

• Oversaw the development of brand strategies and market activations for key wine and spirit agencies: Moët-Hennessy, Pernod Ricard (Jameson, Long Mountain Wine), San Pellegrino, Illy Coffee, Monin Syrups • Exceeded volume targets 9Lcs in 2014 vs prev. year; Moët-Hennessy +39%, S. Pellegrino +25%, Illy +15%, Monin+37% • Won ‘Best Sales Innovation’ International Award in Moët & Chandon LatAMEC in May 2013; over Brazil, Canada & South Africa for launching West Africa’s first Moët & Chandon Champagne Festival in Nov 2012; +350% in vol. 9L vs previous year • Launched the Hennessy Futura Limited Edition in Oct 2013 with ATL campaign and BTL promotions in on-trade & retail; sold a record 220x HY Futura 75cl in top 3 on-trade nightlife accounts within the first week

• Created fundamental sales & marketing tools for organization (i.e. Company profile & catalogue, customer profiling etc.) • Streamlined operational procedures between customer service & warehouse to maximize accuracy and speed of deliveries • Expanded corporate client database by +30% through event sponsorships with MTN, Consulate of Mexico, Porsche & Nissan • Promoted to marketing manager in April 2012

• Developed and facilitated over 20 training programs on customer service, team building, performance assessment and mentorship for Goldfields, AngloGold Ashanti, Ghana Chamber of Mines, Agricultural Development Bank and Eco Bank • Received positive reviews from corporate clients; averaging ratings of 8/10 for engaging workshops conducted

• Created and conducted over 80 life skill programs in government schools and private institutions; i.e. Standard University Education program for Youth and Oracle teaching institute; achieved excellent course reviews (4.5/5)

Diversified business solution products as main content developer for programs in oral communications, public speaking, English & creative writing, leadership and motivational study skills from primary to tertiary levels. Assisting sales team to finalize on public tenders with schools to run extra-curricular life skills programs. Responsible for preparation, execution of life skills programs as well as the followup with schools post-training. Developed logistical execution with well thought-out contingency plans. Source and train junior coaches to deliver training content to students ranging from primary, secondary and tertiary levels. Conducted more than 50 successful workshops in lifeskills and education enrichment courses and organized field trips in more than 30 local schools.

Oral & Leadership Communications trainer for Speak Ventures Pte. Ltd, Synergy Coaching Pte Ltd. and Christian Chua Training Academy from November 2004 to February 2008. Emcee for the Singapore Street Festival 2008 with Radio Pulze, the emcee team from National University of Singapore among other projects. Emcee for the Nanyang Technological University (NTU) school of Civil & Environmental Engineering graduates’ Convocation dinner; graced by VIPs & 3500 graduates with guests. Conducted presentation skills workshop for junior cadets and senior military officers from Ayer Rajah 1st Army maintenance Base camp. Research assistant with the National Institute of Education, Singapore. Worked with lecturers to generate pedagogical findings and surveys into data.

Participated in 8-day Exchange program in Hong Kong as ambassadors to Toastmasters clubs in Hong Kong University, Lingnan University and HSBC Bank in June 2008. Founded and led NTU InspYre Toastmasters Club & executive committee, along with 12 other members in 2006. Organized bi-weekly chapter meetings for members; mentored selected members for executive committee. Organized Toastmaster events such as the 2007 Tri-Club joint university meeting with toastmaster clubs from Nanyang Technological University, National University of Singapore and Lingnan University from Hong Kong.