Eugene Soh

Self-driven individual with entrepreneurial mindset and a deep passion for e-Commerce. Experienced in managing all aspects of business functionalities including operations, channels development, brand building, partnership relations and digital marketing. Proven leadership records with excellent people skill and ability to develop effective team working environments.

Co-Founder & E-Commerce Business Director of Mirinaez Pte Ltd

Jul 2017 – Current

• Co-founded Mirinaez for cross-border logistics & retail distribution (online & wholesale) of FMCG products in Indonesia.
• Managed entire operation including functional office & physical warehouse with 5 local staffs and digital retail stores on major online platforms in Indonesia (Shopee, Lazada, Tokopedia, Blibli, JD.ID).
• Achieved over 100k USD in business revenue within initial 12 months of business operations.
• On securing 3 exclusive brand partnership in 2019, expanded business in SG by setting up digital platform, MyNaturalStory.com, a natural & organic marketplace for beauty & skincare products targeting the local consumer market.

Nov 2015 – Jan 2020

• Took charge of the initial setup & development of online platform, MyBeautyMoments.com (now MBMall.sg) to facilitate wholesale & retail distribution for the E-commerce start-up company.
• Increased channel distributions through local online platforms – Shopee, Lazada, Qoo10, NTUC
• Managed day-to-day operations for online & offline retail distribution, including retail shop front, guardian pharmacy outlets, physical roadshows and digital marketing campaigns.

Jul 2013 – Dec 2015

• Creator of KidsWorld.Sg, a multi-functional virtual platform featuring a one-stop digital experience for parents with young kids that encompasses a digital mall, enrichment courses marketplace, social groups for community bonding, kids’ resource centre, photo contests arena & rewards point system.
• Successfully organized SG’s first enrichment courses online fair with more than 30 participating partners in May 2015 and garnered over 60 sign-ups for the event.
• Built an online community of more than 25k organic social media following within initial 9 months. 

Jul 2011 – Jun 2013

• Tasked to build up & create local presence for consumer loans, wealth & insurance products to expand operations for the bank. 
• Lead the team to formulated strategic plan, initial product creation and development of the banking system for consumer loans implementation.
• Spear-headed the setting up of credit policies, approval processes and retail operations for both secured and unsecured loans portfolio.
• Developed strategic partnerships with viable business partners for distribution of 3rd party Insurance and Wealth products.

Mar 2010 – Jul 2011

• Managed the bank’s Auto-Financing & Banker’s Guarantee portfolio; handles day-to-day operations, creation of product strategies and generates management reports for Board Meetings.
• Built strategic partnerships with new and existing car dealers. Implemented targeted awareness campaigns to increase monthly sales volume by up to 15% to raise contribution level of managed portfolio to overall revenue.
• Initiated and lead cross-departmental project for process optimization. Resulted in improvement of market leadership capabilities by reducing approval timing from 48 to 24 hours for auto-financing loan. 

May 2007 – Mar 2010

• Together with the Vice President, managed all product and marketing aspects of the Secured and Unsecured portfolios within the Consumer Assets team.
• Managed portfolio included mortgage loan, unsecured facilities, secured revolving facilities using SGD/FCY deposits, structured investment products as collaterals.
• Performed systemic market research and analysis on the portfolio base to develop and implement targeted strategies for the specific customer segments to generate incremental revenue (~30%) from existing base.

Oct 2006 – Apr 2007

• Spear-headed project to develop and launch a new line of unsecured personal loan product for the bank.
• Coordinated with internal stakeholders and initiated new partnerships with external entities to set up distribution channel for the new product line.

Dec 2002 – Oct 2006

• In-Branch specialist functioning as a one-stop mortgage servicing center to acquire and service mortgage loan customers through the existing branches networks and walk-in customers. 
• Provided wealth management consultation & solutions to retail and affluent banking customers.

National University of Singapore 1998 – 2001

Bachelor with Merit in Business Administration, Majored in Finance

Anderson Junior College 1994 – 1995

Graduated with 3 subjects at A-Levels The Chinese High School (HCI) 1991 – 1993

Graduated with 9 subjects at O-Levels, English and Chinese taken as First Language