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Work Background
Consolidated Food Group (M) Sdn BhdDirector and Chief Executive Officer
Nov. 2025Spear-head continuous engagements and negotiations with relevant ministries at key levels up to Ministers, Deputy Ministers, Chief Secretaries (KSU) and Ministry Directors to safeguard company’s interest.
Ministries include Ministry of Domestic Trade, Ministry of Economy, Ministry of Finance, Prime Minister’s Department and others. Key efforts and success story include robust negotiation with Ministry of Domestic Trade for 31 months to attain subsidy incentive in-lieu of price increase that contributes RM288 million per annum to MSM for the sales of small pack sugar to the market.
Other successful initiatives include the government reclassification for the consumer retail sugar grading to accomodate the launch of new uncontrolled price product (Gula Super) for MSM to increase up to RM 126 million revenue in the first year.
Oversee and led both Domestic and Export Sales teams to drive an incremental growth in revenue for the company overall sales performance from RM2.1 billion in 2020 to RM3.45 billion in 2024.
Sales Planning and Operations
Strategic Business Development and Marketing Planning
Formulate and established multiple strategic partnership and implement top priority initiatives align with company business plan including the idea initation and execution of Gula Super in 2023 that contributed RM126 million additional revenue.
Operational Excellence
Steer the Group Supply Chain and MSM Logistics Sdn Bhd teams to efficiently increase the forecast accuracy to 97% and optimize the monthly selling and distribution expenditure including pallet spend.
Government Relations and Stake-holders Engagement
Other roles
Member of MSM Executive Committee (EXCO), Trading Committee, Sales Committee and Budget Committee.
Initiated and implemented the bespoke one of a kind Pay-Per-Use (PPU) raw sugar program with the largest global sugar player that benefits RM300 million in cashflow and RM6 million per annum savings in Banker’s Acceptance (BA) interest to the company.
Invited as both guest speaker and panelist at various international sugar conferences as follows:
Asia International Sugar Conference in Bali, Indonesia in 2016,
F.O. Licht Sugar & Ethanol Conference in Bangkok, Thailand in 2018,
Malaysian Competition Commission (MYCC) Conference in Kuala Lumpur, Malaysia in 2018,
Asia International Sugar Conference at Ho Chin Minh City, Vietnam in 2018.
Became the first external guest speaker at the Ministry of Domestic Trade (KPDN) Enforcement online podcast in March 2024.
HMBE Legacy Sdn BhdAdvisor, Strategic Business Development
Jul. 2025 - Nov. 2025
MSM Malaysia Holdings BerhadVice President & Head Group Commercial
Jan. 2016 - Jun. 2025Head Sales, Marketing & Business Development.
Tradewinds (M) Berhad / Central Sugars Refinery Sdn BhdHead of Business and Stakeholder Relations
Jan. 2006 - Jan. 2015
Telekom Malaysia Berhad / Meganet Communications Sdn Bhd (TM / NTT Japan JV Co)Head Corporate & Business Planning
Jan. 1996 - Jan. 2005Head Sales & Marketing.
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