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Work experience

May 2015Present

Development Specialist/Franchise Sales Manager/Franchise Performance Manager, Asia Pacific

Subway®

Company Overview:

Subway® is an American fast food restaurant franchise that primarily sells submarine sandwiches, salads and beverages.  Currently having more than 37,000 location globally and over 3,400 locations in the Asia Pacific region, it is one of the largest Quick Service Restaurant chain in the world.

BUSINESS DEVELOPMENT & MARKETING:

Franchisees and territory developers performance reviews: Led performance review process and execution through alignment of strategy with territory developers and local teams, restaurants mystery shopping and detailed post reviews action plans to ensure contractual KPIs are met. Worked with functional heads to improve existing performance assessment tools through automation of scoring systems. Support functional head in recruitment processes of territory developers.

Investors pitch & contract conceptualization: Worked with key country heads and functional leaders to create pitch decks for investors which include (Restaurant data & analytics/P&L calculations/Capex & ROI projections. Support in conceptualization of business contracts for new and existing markets.

Developer contracts deal negotiations: Worked with key country heads and functional leaders to negotiate buyout fees for existing developers and extension terms for contracts

Restaurants site review/selection: Supported company territories and new territories with site reviews and selection processes. Guide territory developers on the requirements and proper processes in submitting documentations for new restaurant sites. Reviewed and executed background checks for relocation and transfers of existing franchisees/restaurants.

Franchise sales/restaurants transfer process: Led the sales administration team to streamline and localize sales and transfer processes. Implemented significant reduction of process workflow and paperworks. Improved overall achievement of development KPIs in the region as a result of more efficient process flows.

Markets mapping system implementation: Led implementation of localized mapping system in Asia Pacific markets to better strategize restaurant development work.

Restaurant design: Support in strategizing new restaurant design concepts and initiatives for new and existing markets. 

Total revamp of B2B assets: Designed and conceptualized subway-franchise.com that quadrupled lead generation effort for franchise sales in the region. Re-designed B2B sales approach both online and offline to create much stronger brand engagement and relatability.

Key development contact: Led region B2B efforts, from franchise sales CRM implementation and process flow strategy, B2B PR and marketing assets content approvals, investors/stakeholders presentation decks to B2B tradeshows/events management and budgeting. 

Notable ad hoc projects:

Co-led office move in 2020-2021, managed location sourcing, oversaw office design and build, test kitchen installation and IT/security implementations. 

Subway Indonesia market launch. Project managed all functions execution for the market in laying the basic foundations for the business. Leveraged existing network in Indonesia to ensure smooth execution for the market's operations during the covid lockdown in Indonesia.

Led APAC Development & Operations summit project in 2022. From detailed project execution, collaboration with operations team, sourcing contents from different stakeholders, conceptualized event branding and award ceremony, collaborate with different teams to ideate teambuilding sessions and internal "competition" to innovate future actionable.

March 2018

Founder

Pandemic Streetwear @ Carousell

Side Gig: Started reselling streetwear shop to fill the size gap in Singapore market. Sold hundreds of t-shirts/sneakers and accessories online. The concept started from my passion for sneakers and printed t-shirts. Seeing the difficulty in sourcing for my larger shoes size, I started to collect and tested the market for viability. Until today it is still up and running.

Jul 2013May 2015

Assistant Manager for Business Development

Human Capital Singapore Pte Ltd

Company Overview:

Human Capital Singapore Pte Ltd (HCS) is the only CET Centre for Human Resource WSQ training. On top of that HCS also provide HR advisory and consultancy services.

 

BUSINESS DEVELOPMENT & MARKETING:

Networking sessions: Planned networking sessions, justified cost of acquisition with management,  acquired participants from various online platforms. 

Website content marketing: Improvised aesthetic and accessibility of corporate website. Strengthen copywrite of marketing messages and stories through relevant news articles and latest developments. Implemented online forms and payment portal to ease sign ups for courses. Website engagement was increased by 200% and sales leads increased by close to 300%

Marketing communications: Designed collaterals (e-brochure/standees/backdrop for events) and produced videos to communicate to corporate clients. Re-designed presentation slides to better present products and services.

Reviving sales leads: Execute online newsletters blast (EDM) to existing sales leads which have become dormant. Engaging existing leads with latest developments stories and upcoming courses details. Produced  online guide to ease fund claims for individual and corporate. Improved course schedule appearance for better customers' understanding and engagement.

Regional outreach: Initiated collaboration with PortalHR Indonesia (biggest online HR platform in Indonesia) to expand outreach regionally. (Online learning management system merger, use of PortalHR database to execute HR seminars to increase recognition of HCS in Indonesia).

Jul 2012Jul 2013

Marketing Manager

Century Evergreen Pte Ltd

Company Overview:

Century Evergreen Pte Ltd is the largest casual labour and contract workers provider for Marina Bay Sands Food & Beverage departments. 

Job Scope:

PROCESS IMPROVEMENT & MARKETING:

Digital media implementation: Facebook's company page SEO optimization by putting right message and content for higher searchability. 

Job portals marketing: Advertisement banner on online job portals (Jobscentral, Jobstreet, temasek poly portal). Marketing message on job postings' subtitle. 

Collaborations with local schools: provide internships to students which in turn enable the students to directly experience work culture and be more practical after they graduate. 

 Streamlining company's IT system: collaborated with a software engineer to cut down on invoicing processes and database mining processes. Improved customer and client relationship through the improved system.

 Telephone and SMS blasting software: implemented VoIP system to cut telephone cost and to capture missed calls and to track call activities. Implemented SMS (Short Messaging System) blaster to ease mass announcement to assigned workers. 

 

Education

Jul 2011

Bachelor of Materials Science and Engineering

Nanyang Technological University

References

David Leong, Head of Development

Subway®

William Koh Chee Wei, CEO

Century Evergreen Pte Ltd

Zach Han, Operations Manager

Yum! Brands (KFC)

Awards and Certifications

Nov 2020

Asia Pacific Development Champion

Subway®
Mar 2019

Subway® Business Developer Course

Subway®

Achieved 98% score on restaurant development / real estate strategy / legal processes / country wide business planning tests

Nov 2018

Subway® Business Consultant Course

Subway®

Achieved 95% score on franchisee management/ trade area marketing / restaurant P&L / profitability improvement tests

Mar 2021Sep 2021

Squared Online Digital Marketing Course by Google

Avado Learning