Jonathan Mills

Experienced leader of 20+ years leading sales revenue growth, multi-outlet expansion, and operational excellence in Retail industries. Proven track record of increasing business revenue, building high-performance teams, and securing strategic partnerships, across multiple industries and business sectors. Skilled in business P&L turn-around, vendor negotiations, product development, and market scaling strategies.

Sales & Marketing - B2B at Branded Sports Apparels, Coffee Roastery, Digital Marketing (2024-12 – Present)

• Branded Sports Apparels: Key Target Audience: Corporate Segment (B2B)
• Signed exclusive contracts with International Sports Brands to sell customizable branded merchandize to Corporate Clients
• Enhance sales growth forecast by 100% with a projected gross sales revenue of RM1.5 mil by end of 2026 from this division alone
• Built and expanded key business accounts, contributing to 40+ active B2B accounts within the first 4 months of this year
• Borneo Coffee Roastery: Expanded into Peninsula Malaysia and neighbouring markets, achieving 30% revenue growth within 1st year of market penetration. Streamlined factory-to-market operations, ensuring 100% on-time delivery for Horeca B2B and retail customers
• Launched digital sales channel platforms (Shopee, TikTok Store), boosting online sales by an additional 35% and expanding B2C presence
• Built and maintained strong horeca relationships (cafés, hotels, restaurants), contributing to 30+ active B2B accounts within the first 7 months of 2025

Sales & Marketing Director for F&B at La Taverna (2014-04 – 2024-10)

Co-Founder

• Expanded business from 1 to 3 outlets (PJ & Penang), increasing average outlet revenue from RM120k to RM300k per month
• Designed and executed themed events & cross-promotions, generating 25% growth in event-driven sales
• Established in-house marketing team, cutting outsourcing costs and increasing social media engagement by 40%
• Introduced structured training programs, improving upselling performance by 20% and raising google service ratings
• Negotiated vendor contracts, securing favorable payment terms and improving supply chain reliability. Strengthened financial controls, ensuring 100% P&L alignment with POS systems via daily/weekly audits
• Launched quarterly menu revamps, boosting customer retention and driving repeat visits by 50%
• Recruited and developed high-performing FOH and BOH teams, maintaining low turnover in a competitive market
• Sustained annual business growth through GST and COVID-19 disruptions
• Retained top-performing staff via enhanced employee benefits and recognition programs
• Built Bosko & Granite outlets into a household brand in PJ and Damansara, with strong brand recognition that continued even after the business was sold, reinforcing long-term customer loyalty in the brand presence

Operations Director at Spanish Tapas "La Taverna Cafe" (2012-12 – 2014-01)

Consultant - Contract

• Secured initial project funding and directed end-to-end pre-opening operations for Spanish Tapas concept café. Designed and implemented operational SOPs across Front of House (FOH) and Back of House (BOH)
• Recruited, trained, and onboarded a full launch team of 20+ staff, preparing them for customer service and brand standards
• Negotiated vendor contracts for raw materials, and beverage suppliers, achieving 20% savings on setup costs. Established a P&L framework, inventory systems, and compliance protocols for smooth handover to local management
• Successfully launched and transitioned operations to local management, delivering a fully operational café with scalable systems in place

Business Development at Westwick, Carter & Cazana (M) (2011-01 – 2012-11)

Consultant - Contract

• Launched new HSSE division, targeting Oil & Gas and Shipping sectors, generating RM2.0 mil annual revenue
• Directed multi-million-ringgit budgets, employee evaluations, and vendor negotiations, ensuring cost efficiency and compliance
• Spearheaded marketing and safety awareness campaigns across trade shows and conferences, increasing customer brand visibility
• Launched the world's largest floating oil barge (Gumusut-Kakap-Shell) in Pasir Gudang, setting a new industry standard
• Facilitated the launch of Saujana Marine's first Accommodation Barge off the Kemaman Oil Rig, enhancing operational capabilities
• Developed comprehensive safety branding and HSSE video content for offshore crew members, improving safety protocols
• Played a pivotal role in the marketing efforts of the merger of Sapura-Kencana's offshore business, contributing to the successful integration of operations
• Coordinated the first-ever MASA (Malaysian Shipping Association) Shippers' Forum, chaired by former Prime Minister YB Tun Dr. Mahathir Mohamad, fostering industry collaboration

Director, Operations at Modelle International Corp (M) (2009-03 – 2010-11)

Co-Founder

• Expanded magazine's market reach through new distribution channels and strategic advertising sales, driving 20% Year on Year revenue growth
• Negotiated vendor contracts, reducing operational costs and enhancing profitability. Optimized financial, operational, and HR management, improving cross-departmental efficiency
• Orchestrated the official Skechers Malaysia launch, successfully positioning the brand in the local market
• Directed the DeGem Jewellers youth-targeted product launch, driving new market engagement
• Pioneered Malaysia's first SMS-based public voting campaign ("Girl-Next-Door"), boosting reader engagement by 35%
• Spearheaded collaborations with luxury brand events; Boosting the magazine's brand visibility and market presence
• Implemented employee recognition programs that reduced project delays by 50% and improved team productivity across 20+ creative teams

General Manager at Extec Malaysia Group of Companies (2004-12 – 2010-12)

Full time

• Spearheaded HSSE-focused business development strategy for Oil & Gas and Shipping sectors, securing major accounts with MISC, Petronas, Shell, BHP Billiton, and Westport
• Created new revenue streams in merchandising, events, and corporate gifts, achieving RM4.8 mil in annual revenue within 24 months
• Managed vendor and supplier contracts, achieving cost savings of 30% on recurring procurement. Cultivated partnerships with regional vendors and agencies, expanding business footprint into Jakarta and Singapore
• Directed a cross-functional team of 30+ professionals across advertising, design, sales, and operations
• Established a dedicated Ad Sales division for HSSE departments, generating an additional RM1.2 mil annually
• Developed Malaysia's first visual-based HSSE training content, setting new safety communication standards
• Petronas Off-Shore safety implementation projects
• Westport Malaysia safety compliance projects
• Shell-MISC Safety Officers Regional Conferences
• BHP Billiton Regional Safety compliance projects
• Championed the marketing launch of Akademi Laut Malaysia (ALAM), strengthening local offshore talent development

Manager in Training at Edgency (M) Sdn Bhd (2003-07 – 2004-09)

Operations Executive at Stars Restaurant, Tai Tong Group (2002-02 – 2002-08)

Event Coordinator at Creative Events Management (2001-05 – 2001-09)

Student Event Coordinator at JW Event Management (2000-11 – 2001-01)

Diploma in IT: Business in Information Technology – Asia Pacific Institute of Technology (2002-01 – 2003-12)

SPM – SMK Seaport (1997-01 – 2001-12)