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Work Background
YSQ InternationalGlobal Sales Strategy & Market Development
Jan. 2023SingaporeLead global sales strategy and market development across a multi-product portfolio, including: * Cigarettes & Vapes – driving growth in established and emerging nicotine categories * 0-Nicotine Tobacco Substitutes – spearheading next-gen, harm-reduction product innovation * Beer – supporting brand development and expansion of F&B channels * Plant-Based Meats – developing go-to-market strategies for sustainable protein alternatives * Palm Oil – enabling efficient commercialization and distribution across global markets * Biodegradable Cigarette Filters – scaling sustainable solutions within traditional tobacco formats Develop and implement go-to-market plans for new product categories, including consumer goods and sustainable technologies. Partner with subsidiaries, distributors, and retailers in Asia, Africa and Europe to execute market entry strategies, optimize route-to-market models, and accelerate growth. Provide strategic intelligence to the CEO and Board, shaping long-term growth pillars across innovation, sustainability, and global expansion. Lead cross-functional collaboration between marketing, sales, operations, and R&D to accelerate product launches. Implement structured sales processes and performance tracking tools to improve efficiency and accountability.
BATVarious Marketing & Commercial Roles (Last role: Area Head of Activation - Vape Products)
Jan. 2012 - Oct. 2022Multiple International Markets (Asia-Pacific, South Asia)Led multi-market commercial strategy and market expansion initiatives across Asia Pacific for one of the world’s largest consumer goods companies. Managed diverse portfolios spanning traditional and next-generation products, delivering consistent double-digit growth in highly regulated environments. - Designed and executed go-to-market strategies for new product categories, adapting to both mature and emerging markets. - Built and led cross-functional, multi-country teams to deliver sales, trade, and marketing programs aligned with local market realities. - Streamlined route-to-market models to improve efficiency, reduce operational costs, and accelerate time-to-market. Integrated data-driven decision-making, leveraging digital tools and AI insights to optimize segmentation, distributor targeting, and campaign performance. - Successfully navigated regulatory challenges to launch and expand product lines across multiple jurisdictions.
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