Assistant Director of Sales - PARKROYAL COLLECTION, Pickering Singapore - Singapore
(2025-07)
- Drove new business development by leveraging market intelligence and competitor analysis to identify gaps, securing and growing high-value corporate accounts.
- Managed and expanded a portfolio of key accounts including Embassy of Israel, Amazon, IBM / Red Hat, and Dyson, across corporate, MICE, and group segments (IT, aerospace, major events such as Airshow and Formula One).
- Led weekly sales strategy and MICE pipeline reviews, aligning team actions with revenue priorities and conversion targets.
- Coached and developed 2 Sales Managers, strengthening team capability, accountability, and sales effectiveness.
- Directed RFP strategy, negotiating competitive bids via Cvent and HotelPlanner to maximize win rates.
- Produced monthly forecasts, sales reviews, and strategic plans to support proactive revenue management and business growth.
- Strengthened brand positioning and pipeline through trade shows, client engagement, and high-impact site inspections for corporate and procurement stakeholders.
Director of Sales - Holiday Inn Express Singapore Clarke Quay - Singapore
(2024-12 - 2026-06)
- Successfully drove a Market Penetration Index (MPI) of 1.0 and Average Rate Index (ARI) of 2.0 in Q1 2025, outperforming the comp set despite River Valley facing the steepest ADR decline.
- Mentored 3 sales executives and 2 reservations team members, fostering professional growth and promoting from within.
- Led weekly sales meetings and actively participated in Monthly Management Reviews (MMR) with hotel owners.
- Managed a diverse portfolio including key corporate accounts such as Amazon, IBM, Schneider Electric, Amdocs, and Dyson; leisure group bookings via travel agencies; and group segments from education, sports, entertainment, and airline crews.
- Cultivated strong client relationships that converted prospective companies into high-value key accounts.
- Prepared monthly sales reviews, rolling forecasts, strategic plans, and MMR presentations to guide executive decision-making.
- Oversaw timely submission of RFPs; negotiated and submitted competitive bids through Cvent, Hotel Planner, and MeetingBroker.
- Conducted site inspections for corporate clients and procurement teams, showcasing hotel rooms, and F&B outlet.
- Represented the hotel at major trade shows and market events to drive brand visibility and generate leads.
- Participated in the IHG EAPAC Commercial Summit, staying informed of global commercial strategies and initiatives.
Senior Sales Manager, Corporate Accounts - Hilton Garden Inn Singapore Serangoon - Singapore
(2022-01 - 2024-12)
- Assist the Housekeeping Department and Restaurant with the reopening process after GQF contract.
- Assist with the pre-opening sales strategies such as opening rates, tele-sales calls and highlighting the incentives for Hilton Honors members that were launched to create awareness to get more new accounts.
- Assisting the team to submit the RFPS through Hilton global RFP system.
- Mentored Sales Managers by providing guidance on technical and procedural questions, coaching on sales strategies, and supporting account management processes. Successfully led the team to increase corporate sector contribution from 4% to 22% within 12 months.
- Assist the Commercial Manager, Head of Sales in collating reports such as weekly sales activities reports and competitors reports.
- Portfolio covered includes company which starts with A to M. Key accounts within the portfolio included Alstom, Exxon Mobil, Johnson & Johnson and KLA Tencor.
- Conducted site inspections for corporate bookers and procurement teams, actively promoting the hotel rooms and F&B outlet.
- Submit proposals, prepare confirmation letter and BEO for corporate groups.
- Organizing sales events such as International Week of Conversion (bi-annually).
- Represent Hilton Garden Inn Little India Singapore attend Hilton Showcase Events and Showcase Events at Client's office.
Account Manager to Account Director - IH Digital Pte Ltd (Digital Advertising Agency) - Singapore
(2020-11 - 2021-11)
From 09 November 2020 to 08 August 2021, signed up for the SGUNITED Mid-Career Pathways Programme – Enterprise Attachment. From August 2021 to November 2021, the company converted to a full time employee, Account Director.
- Managing a team of 3 members.
- Running the holistic digital campaigns on digital platform including Facebook, Instagram, WeChat, Little Red Book, TikTok and Telegram that cuts across paid, owned and earned digital touchpoints.
- Solving creative problems, both on a practical level and the handling of account operations.
- Client management, presentation and negotiation to close deals. Managed top accounts such as Koa Corporation, Gold Heart Jewelry and The History of Whoo.
- Creating effective digital strategies and working collaboratively with the planning and creative teams to develop and execute digital strategies and to facilitate the development of project briefs.
- Plan, maintain and execute client's overall digital marketing needs.
- Work closely with (and manage) content creators, media managers and the development team to ensure that the media plans are delivered on time.
Assistant Director of Sales - Grand Copthorne Waterfront Hotel Singapore - Singapore
(2019-09 - 2020-08)
- Portfolio covered industry segments in Artificial Intelligence, Business Data & Analytics, Infrastructure and Processes all forms of Electronic Data, Computers Storage & Network, Computer and Chip Manufacturing, Gaming, Mobiles Software & Parts, Semiconductor.
- Establish good relationship with companies that developed into key accounts.
- Prepare the monthly sales reviews, rolling forecasts, and sales strategies for my portfolio.
- Prepare RFP in timely manner; negotiate and submit bids through Lanyon, Prolodgic and Sabre.
- Conducted site inspections for corporate, procurement teams and actively promoting and selling the hotels bedrooms, F&B outlets and meeting facilities.
- Attend Trade Shows and promote hotel.
- Submit proposals and prepare confirmation letter for corporate residential and non-residential meeting groups.
Senior Sales Manager - Park Hotel Farrer Park - Singapore
(2018-09 - 2019-09)
- Portfolio covered industry segments in Chemical, Oil & Gas, Media & Entertainment, Shipping, Manufacturing and Trading Mining, Key accounts within the portfolio included Mediacorp, IPG and Schneider Electric.
- Establish good relationship with companies that developed into key accounts.
- Prepare the monthly sales reviews, rolling forecasts, and sales strategies for my portfolio.
- Prepare RFP in timely manner; negotiate and submit bids through Lanyon, Prolodgic and Sabre.
Senior Sales Manager, Corporate Accounts - COURTYARD BY MARRIOTT SINGAPORE NOVENA - Singapore
(2017-07 - 2018-07)
Part of the Pre-Opening Team
- Part of the Pre-Opening team; assisted with pre-opening process for the Sales department like open account for RFP Lanyon, Cvent and others system. Assistant with pre-opening sales strategies such as opening promotions, sales blitz in Novena area, Orchard area, incentives for Marriott Rewards members that were launched to create awareness and win business.
- Assisting the team to submit about 100 RFPs through MarRFP (Marriott global RFP system).
- Mentor newly joined Sales Managers – answering technical and procedural questions, teaching and guiding sales procedures and processes.
- Assist DOSM to collate reports like weekly sales activities report and competitors report.
- Assist DOSM handling Travel Agencies and Wholesalers.
- Conduct Sales Meetings, morning briefings and approval of corporate rates letter on behalf of DOSM if she is on annual leave.
- Portfolio covered industry segments in Chemical, Oil & Gas, American banks & financial institutions, Media & Entertainment, Mining, Energy, Engineering, Construction and Agriculture. Key accounts within the portfolio included Exxon Mobil, John Holland and KLA Tencor.
- Conducted site inspections for corporate, procurement teams, wholesalers and Marriott Regional teams and actively promoting and selling the hotels bedrooms, F&B outlets and meeting facilities.
- Submit proposals, prepare confirmation letter and BEO for corporate residential and nonresidential meeting groups.
- Organizing sales events and trade shows like American Chambers, ExxonMobil Travel Expo Event.
Senior Sales Manager, Corporate Accounts - THE ASCOTT LIMITED SINGAPORE - Singapore
(2009-03 - 2017-06)
Promoted from Sales Manager to Senior Sales Manager in March 2016
- Portfolio covered industry segments in Chemical, Oil & Gas, American banks & financial institutions, Media & Entertainment, Mining, Energy, Engineering, Construction and Agriculture. Key accounts within the portfolio included Mediacorp, BHP Billiton, Shell, JP Morgan, Lucas Film, Cargill.
- Handling sales for 7 properties with 962 keys for the Ascott, Somerset and Citadines brands.
- For 2016, achieved $6.1M in individual room revenue, amounting to 13% of the total sales team production. Despite the slowdown in the economy in 2016, was still able to bring in about same revenue numbers as previous year. For 2015, achieved individual sales of $6.7M (exceeded $6M target), which was 16% of the total sales team production. For 2014, achieved $5.2M, which contributed 17% of the total sales team revenue production.
- Establish good relationship with companies that developed into key accounts giving more than 1,000 room nights each. Captured key customers such as Citibank, Shell, BHP and JTP.
- Secured competitive bid for a contract worth $880K from Cirque du Soleil to accommodate their performers for "Kooza" show this July in Singapore.
- Continually sourcing for new business accounts that have helped maintain revenue production within the portfolio. In 2016, had 215 active accounts within portfolio and reached out to 30 new accounts.
- Cross-selling the worldwide Ascott serviced residence properties to the local corporate clients.
- Part of the Pre-Opening Team for Citadines Mount Sopia Singapore.
- Part of the Pre-Opening team for Ascott Orchard that soft-opened in December 2016; assisted with pre-opening processes for the Sales department. Assisted with pre-opening sales strategies such as opening promotions, sales blitz in Orchard area, incentives for relocation companies and property agents that were launched to create awareness and win business.
- Function as Property Champion for Ascott Orchard, working with Resident Manager to monitor the property's occupancy and propose sales strategies to boost occupancy and drive in the business.
- As Ascott Orchard property champion, work with DOSM in submitting monthly sales reviews, rolling forecasts, and sales strategies for the property.
- Prepare RFP in timely manner; negotiate and submit bids through Lanyon, Prolodgic and Sabre.
- Mentor newly joined Sales Managers – answering technical and procedural questions, teaching and guiding sales procedures and processes.
Sales Manager, Corporate Room Sales - CONRAD CENTENNIAL SINGAPORE - Singapore
(2007-08 - 2009-02)
- Serviced the Asia Pacific portfolio excluding Japan and Middle East.
- Worked closely with many Australian MNCs and PRC companies; developed relationship with and nurtured 3 corporate accounts into becoming key supporting accounts for the hotel.
- Consistently achieved budgeted monthly room nights and room revenue goals.
- Maintained file on active accounts and established business relationship with new companies.
- Prepared sales proposals for clients.
- Conducted site inspections for corporate and procurement teams, actively promoting and selling the hotels bedrooms, F&B outlets and facilities.
Sales Manager, Corporate Room Sales - MERITUS NEGARA SINGAPORE - Singapore
(2005-07 - 2007-04)
- Increased accounts from less then 10 in the Shenton area, upon joining the hotel, to 30 accounts in one year. Prior to this, the Meritus Negara had not fully covered the Shenton area.
- Nurtured 4 potential accounts to become key accounts for the hotel.
- Followed up on all sales leads, pushing hard to convert all potential businesses.
- Prepared monthly sales production reports and presented to management.
- Monitored monthly occupancy to ensure that contracted blocks are converted into confirmed business.
- Handled corporate residential seminars and social events from corporate accounts within my portfolio.
Sales Manager, Corporate Room Sales - AMARA HOTEL SINGAPORE - Singapore
(2004-04 - 2005-02)
- Handled Japanese & Korean corporate accounts.
- Established business relationship with potential companies within the Japanese and Korean corporate segments.
- Prepare monthly sales production reports and presentation to the management.
- Performed Weekly Duty Manager role that included meeting in-house VIP guests and overseeing hotel operations running smoothly.
- Within 4 months at the hotel, several new keys Japanese MNC accounts were established whose support helped boost top line revenue and attracted more companies within the Japanese segment.
Senior Sales Executive - SEMHOTEL MANAGEMENT PTE LTD SINGAPORE - Singapore
(2000-05 - 2004-04)
- Tele-Sales and prepare group quotations for leisure golf and educational groups.
- Coordinated and liaised with hotel operations for incoming groups and media events.
- Prepare BEO and Contract for MICE Groups.
- Conducted site visits for clients at Bintan property.
Sales Officer (Operations/Product) - SCENIC TRAVEL PTE LTD SINGAPORE - Singapore
(1998-06 - 2000-04)
- Handled operations work: issued travel documents, collected payment and feedback forms for Cosmos & Globus Coach Tours USA /Europe).
- General Sales Agent for all bookings from Singapore /Malaysia and liaised with Australia office.
- Assisted Manager with booking and issuing air tickets, and prepared packages for Australia market.
- Led tour for In-house package tours from Perth and Korea.
- Part of Cosmos & Globus Tour Sales team to retain top 1st-3rd position among Asia Countries.
