Flying Mg

Commercial executive with 24 years' progressive leadership across FMCG (food, homecare) and beer, wine & spirits (BWS) in Singapore, China and Vietnam. Track record of turning around market share, P&L ownership up to SGD 121m, and building/restructuring route-to-market and distributor networks. Strong general management background spanning sales, trade marketing, supply chain and full commercial operations, with proven success launching brands, negotiating national retail terms, and leading teams of up to 25+ direct and indirect reports.

General Director at SABECO (Saigon Beer Alcohol Beverage Corporation) (2025-04 – Present)

Legal representative and General Director of a SABECO trading subsidiary, overseeing beer production, sales and distribution across 5 provinces in Vietnam's Central Highlands region.

• Recalibrated route-to-market strategy, lifting market share from 30.2% to 35.3% against VBL within 8 months.
• Lead a division of ~9 HODs across Sales, Finance, HR and Sales Admin; restructured the sales team around new KPIs and set up a commercial excellence/audit function.
• Replaced underperforming distributors with higher-capability partners and launched a customized sell-out campaign for the sales force.

Commercial Manager at Velocity Wines & Spirits Pte Ltd (2023-04 – 2024-12)

Division head for SINGHA Beer, SINGHA Soda and LEO Beer, managing the brand relationship with SINGHA Worldwide across all commercial functions in Singapore.

• Delivered +11% YTD sales growth across 5 channels (Modern/Traditional On-Trade, Modern Retail, E-commerce, General Trade); grew active coffeeshop accounts from 15 to 32 outlets (+113%).
• Opened new distribution into Modern Retail (DFI, Shell) and secured brand marketing tie-ins with Thai cultural festivals and The Open golf campaign.

Sales Director at Sensatec (Asia) Pte Ltd (2021-07 – 2023-04)

Owned in-market sales performance for Clorox, Glad and Kingsford across all retail channels, liaising directly with Clorox Malaysia on strategic planning.

• Signed a margin-excellence program with DFI targeting +35% numeric distribution and a sales-incentive program with NTUC FairPrice.
• Negotiated trading terms with Sheng Siong, RedMart, Amazon and Pandamart; executed two rounds of price increases (8–65%) through a period of global cost inflation.

Group General Manager at Darts Buddy Pizzeria & Sports Bar (2020-01 – 2021-07)

• Oversaw group revenue and cost management across 2 outlets; authored the brand's 5-year expansion plan.
• Led menu development, F&B supplier partnerships and social/delivery-platform marketing; hired and trained FOH/BOH teams.

General Manager at Danish Breweries Pte Ltd (2019-01 – 2020-01)

Full P&L ownership of the Draft Denmark Beer business unit; defined a 3-year RTM plan and led a team of 4 direct / 12 indirect reports.

• Won the ULTRA Singapore 2019 official beer contract over Chang and Tiger Beer; appointed a new off-trade distributor and led a brand refresh with agency JacobAmanda.

General Manager at Lee Kum Kee (SG) Pte Ltd (2017-02 – 2019-01)

Full P&L responsibility across Sales, Marketing, Trade Marketing and Supply Chain; transitioned the business from distributor to a direct model.

• Delivered YTD sales growth of +2% (2017) and +26% (2018); grew market share in Oyster and Soy Sauce categories and launched the brand's first Soy Sauce campaign.

Country Manager at DKSH Smollan Field Marketing (2015-01 – 2017-12)

Led Modern Trade field marketing JV; won TWE and Etika accounts.

General Manager, Sales at Heineken (Guangzhou) Asia Pacific Brewery (2008-01 – 2014-12)

Head of Commercial for Guangdong Province (15 cities), managing 25 distributors.

Business Manager at Asia Pacific Breweries Singapore (2002-01 – 2008-12)

Managed Modern & General Trade retail channels and dealer network.

Bachelor of Business Administration – University of Canberra (2005)

Diploma in Mechanical Engineering – Ngee Ann Polytechnic (1999)