Rafa Tong

Leading the overall sales of AquaChile in Asia-Pacific markets excluding Japan

Successfully introduced Mike’s brand into China, own the brand P&L, and lead the overall go-to-market strategy and operations; launched the very first Hard Seltzer in China and build the product from 0 to 1 with a start-up mindset Drive consumer insights to build product addresses consumer problems, and define creative, TA and occasions; lead portfolio strategy and product innovation to build hero SKUs and line extensions for market/business needs Develop channel strategy, pricing strategy, promotion mechanism, and lead the trade activations; build online marketing calendar, lead the digital marketing for in-site and out-site media, and lead the PR communication Drive overall project agenda to ensure milestones deliveries; manage product backlog in the scrum to build a roadmap for strategic decisions; develop experiments to validate product hypothesis; set/track key business KPIs Integrate and coordinate cross-functional collaborations to ensure high standard execution and address urgent business challenges; develop and manage relationships with key internal and external stakeholders

Financially managed total China annual sales budget; improved overall sales investment ROI by driving key project efficiencies; as trade marketing pillar leader helped China won the 1st place in 2018 ABI Global Commercial Champion Led China sales budget planning for key business cycles: monthly investment review with China president; delivered sales budget plan for 2018 China 1YP and 3YP; led the financial closing in 2018 with all KPIs achieved Led team established China Sales Investment Booking Platform that digitalized processes of financial recording, budget transferring, and bookings; realized real-time data visibility, and improved data accuracy and traceability

With the rapid Aisa economic growth, more and more SMEs start seeking cross-border business opportunities. However, many of them lack the capability to gain cross-border business intelligence, develop the go-to-market strategy, and build business relationships. Our goal is to provide business consultancy services to SMEs in the region to help their business growth. Potentially, we are aiming to expand our business into more countries in Europe and America. For more details, please see our LinkedIn page: https://www.linkedin.com/company/integral-co-ltd/

Fellowship-A Scholarship Emerson Scholarship

Singapore Government Scholarship