Sign in

Sales Manager/Sales Director

Singapore, North Region, Singapore
June 13, 2019

Contact this candidate


Resume of Steven CHEK Chee-Fai …

Contact : +**-**742188,


Highly motivated, aggressive and assertive ‘hands-on’ Manager in Industrial Sales and Marketing, educated in Singapore with excellent academic and technical qualifications, extensive experiences and business networking in the ASIA PACIFIC region, is always ready to offer professional advise and service to any organization where my experience-cum-knowledge can contribute. Area of expertise includes :

APAC Business Development

Sales/CS Team Management

Cross-functional Team Leadership

Sales/Rep. Office start-up

Distributor Management

Sales & Pricing Strategies

New Market Entry

Key Account Management

Product Marketing


Master of Arts Degree in Marketing Management

- University of Hull, UK (1998-1999)

Graduate Diploma in Marketing

- Chartered Institute of Marketing, UK (1990-1991)

Diploma in Marketing Management

(Awarded Certificate of Commendation and Prentice Hall Book Prize, Top 2nd Student)

- Ngee Ann Polytechnic (1990-1991)

Certificate in Industrial Management

- Singapore Polytechnic (1985-1987)

Diploma in Electronic and Communications Engineering

- Singapore Polytechnic (1979-1982)

GCE ‘O’ Level Certificate, 7 credits (with 6 distinctions).

- Victoria School (1975-1978)


Bi-lingual in English and Mandarin, including 3 major Chinese dialects

- Cantonese, Hokkien and Teochew

Software literacy in MS Office (Word, Excel, Powerpoint & Access), MS Project, etc.

Attended special training programs as follows:

-ISO 9001/2 implementation Training – By CC Loo TQM Consultancy, Singapore

-Key Account Management (Integrated Business Program) – By Canning, UK

-Professional Selling Skills – By Achieve Global, Singapore

-Successful Negotiation Skills – By Sheq Management Consultant, Malaysia

-Finance for non-financial manager – In house by tesa group CFO.

-Strategic Business-to-Business Marketing – ISBM,USA (2011)

-New Product Blueprinting – Dan Adams, AIM USA (2012)

-Semperit Leadership Academy – Semperit Group (2015)


Member of the Chartered Institute of Marketing (UK and Singapore, since 1992)

Chartered Marketer (since 1999)


Sulzer Mixpac (APAC HQ in Shanghai)

Jan 2018 – April 2019 (contract basis)

Key Account Manager, Adhesives EAPA

Business Nature

Sulzer Mixpac (Applicator Systems division of Sulzer AG group in Winterthur, Switzerland) is a renowned producer of all-in-one application systems (mixers, cartridges and dispensers) for the adhesives industry as well as expert in offering a dedicated range of dispensers distributed under the brands COX and MK.,


Responsible for sales and market development in SEA region and Taiwan.

Assess market potentials in each of these defined country, manage key accounts, develop and appoint new distributors.

Develop market entry and distribution strategies for new market segments in Protective Coating and Construction/Hardware industry within these assigned territories.

Implements Sales Pipelines and Key Initiatives for these EAPA new market and reports to Shanghai HQ.

Work closely with Asia Marketing Team on market research, new product launch, sales promotions/exhibitions, product innovations/management, monitor market/technology treads and competitors’ activities.

Key Contributions

Successfully appointed new distributors in Singapore, Indonesia and Taiwan and developed new direct sales accounts in Singapore, Thailand and Taiwan.

Initiated and closed new projects at Key Account customers in Singapore and Taiwan.

Employed and trained new Area Sales Manager to take over Indonesia market.

Semperit Investments Asia Pte Ltd

Sep 2014 – Aug 2016

Head of Sales, Asia Pacific (Sempermed Segment)

Business Nature

Semperit AG Holding company is an internationally-oriented group based in Austria that develops, produces, and sells highly specialised rubber and plastic products for the medical and industrial sectors :- examination and surgical gloves, hydraulic and industrial hoses, conveyor belts,


Develop market entry and distribution strategies for Sempermed Segment (examination and surgical gloves business) in APAC region, focusing in China, Taiwan, Japan, Korea and Australia.

Assess market potentials in each of these focus countries, appoint and manage new distributors for Sempermed brands and develop new OEM/Private Label key accounts – as hunter role (individual contributor).

Set-up and manage a small sales team in China and customer service support in the region.

Implements Sales Pipelines and Key Initiatives for APAC new market and reports to Austria HQ.

Work closely with Global Marketing Team on market research, new product launch, sales promotions/exhibitions, product innovations/management, monitor market/technology treads and competitors’ activities, and also liaise with Supply Chain Management team on production forecast/planning.

Key Contributions

Successfully appointed new distributors in Korea, Vietnam and Taiwan for branded business.

Developed three key OEM customers in Japan and Korea that buys FCLs every month.

Set-up new sales team in Shanghai/China in the first 8 months.

AMC AG (Germany)

Jun 2013 – Sep 2014

Sales Director – Asia

Business Nature

AMC AG group specialize in water-based adhesive coating and has three business units covering different market segments :

-Intercoat BU: self-adhesive PVC film and Label stock for the digital/screen printing market.

-Global Notes BU: sticky notes pads under INFO brand and also OEM brand (private labels) for the Stationery/Office Supplies market.

-Print Inform BU: supply sticky notes paper rolls to printers in the Promotional/Gift market.


Interface and coordinate business activities with Division Managers in Germany (working from Home office).

Support all three divisions in sales and new business development for Asia region.

Develop and implement sales growth plan for Global Notes and Print Inform Divisions.

Manage and support existing key customers (Global Notes and Print Inform) to grow sales, identify and develop new customers base in the Asia region.

Develop market entry and distribution strategies (Intercoat), identify and appoints new distributors in the SEA region.

Monitor market trends and report to German HQ on competitors’ activities and key market information.

Key Contributions

Successfully appointed new distributors for Intercoat in Singapore/Malaysia and Thailand.

Re-established ASEAN customer connection and activities for Print Inform Sticky Notes Printing Club.

Arizona Chemical Asia Ltd

Mar 2011 – Jun 2013

Regional Sales Manager–Asia, Adhesives

Business Nature

World’s leading Biorefiner of Pine-Chemicals. Key markets include Adhesives, Tires & Rubber, Coating, Road Marking, Lubricants, Fuel additves, etc.


Interface and coordinate with Business Unit Director and Global Marketing Managers in USA to develop Asia growth strategy and activity plan – this includes customer and market segmentation, identify end-customer needs (through discovery interviews) and applications support (working with R&D team).

Established market strategies, developed and implemented sales plan for Adhesives Tackifiers market based on Value Proposition pricing in Asia Pacific region – includes China, Taiwan, Japan, Korea, India, SEA and Australia.

Appoints/manage network of distributors in Asia to achieve sales targets and 5 years growth plan.

Developed account plans for key customers in focus market segments – Hotmelt Adhesives for Packaging, Bookbinding, Non-Woven and PSA for Labels/Tapes, etc.

Key Contributions

Increased annual sales turnover from USD 13 mil in 2011 to USD 18 mil in 2012. (Sales forecasted to exceed USD 25 mil in 2013).

Successfully developed one new key distributor in China and Korea each.

Lohmann Asia Pacific Pte Ltd

Jan 2006 – Dec 2010

Regional Director, Business Development - S.E. Asia and Japan

Business Nature

Leading German manufacturer of specialty double-sided adhesive tapes for Consumer Electronics, Mobile Communications, Automotive, Print & Paper, Solar and Smartcards industries.

Singapore is the Asia Pacific holding company cum sales office for SEA region and Japan to support business development in selected markets.


Initially, set up the new Regional Representative Office in Singapore and run a one-man operation from 2006 to end 2007 in preparation to form legal entity after 2 years.

Identify and select target market segments for new market entry, markets include Electronics, Automotive, Solar and Smartcards industry.

Establish business strategies and marketing plans for market entry into South East Asia region, focusing initially in Singapore, Malaysia and Thailand.

Review existing distributor network and performance, identify and select new distributors to target at focus industries to increase market coverage and sales turnover.

Responsibilities extended to include market entry into Japan from 2008.

Key Contributions

Formation of Lohmann Asia Pacific Pte Ltd in Singapore in 2008 as Asia Pacific holding company.

Set-up representative office in Osaka in 2008 to target Japanese OEMs for specification works and also identify potential sales partners (distributors) in Japan.

Increased sales turnover from about S$200k per year (initial business only in Thailand) from 2005 to more than S$2.5 million by Q3 of 2010.

tesa tape Asia Pacific Pte Ltd

Sales Director (March 2002 – Dec 2005, Expatriate Term in Malaysia)

Director - Regional Marketing (July 2000 – May 2002)

Export Sales Manager (May 1999 - July 2000)

Business Nature

A German manufacturer (world No.2) and supplier of industrial adhesive tapes for Fastening, Masking and Packaging applications in various industries. Singapore is the Asia Pacific regional HQ.

The Singapore plant manufactures PVC tapes for general electrical insulation and cable harnessing and the Malaysia plant manufactures double-sided tapes.


From May 1999 to July 2000 - Responsible for export Sales operation, covering mainly Europe, Middle East and the India continents. Key focus in OEM/private label business with other domestic brand tape suppliers. Reports to VP Sales Operation.

From July 2000 to May 2002 - Responsible for regional marketing and product management of two business units – Masking and Packaging systems and reports directly to VP Marketing :

- establish marketing goals, develop and execute marketing strategies for focus products (looking into both short and long term plan) to ensure share of market, profit growth and business development of these product range.

- develop and recommend pricing strategies for all product assortments in BU-Masking and BU-Packaging. Support regional sales team in product introduction and first sales approach.

- prepare product presentation materials, plan, organize and conduct training seminars and workshops for country managers and distributors. Assist VP Marketing in annual sales plan/forecast, company’s advertising and promotion activities including prints, mailings and exhibitions.

From March 2002 to end 2005 - Posted to Malaysia on expatriate term as Sales Director and reports to MD-Malaysia (dotted line to President in Singapore HQ). Overall in-charge of Malaysia sales and marketing functions and managed three sales offices (Central KL, Penang & JB) :

- lead and manage a team of sales personnel and customer service department in tesa Malaysia to achieve monthly and annual sales targets. Provide guidelines and directions to team including product and pricing strategies.

- monitor and provide regular market information and competitors activities updates to management in Singapore HQ for strategic planning.

Key Contributions

Achieved a total half year sales turnover of S$4.1 millions (133% against forecasted plan of S$3.2 millions) and recover some lost accounts in Middle East. >> during Export Sales in year 2000.

Set up a comprehensive marketing support function (include product management & training) within the regional head-office for both BU-Masking and BU-Packaging to support the Asia Pacific sales operation in 2001.

Successfully set up and stabilized a new sales team in Malaysia and grow the domestic business by 10% in 2002, 5% in 2003, 18% in 2004 and 12% in 2005 (exceeded RM12 millions turnover) plus higher margin contributions.

HILDEBRAND Singapore Pte Ltd

(Member of the KOMROWSKI Group in Germany)

November 1996 – May 1999

General Manager - Sales

Business Nature

Turnkey supply of Timber-related production plants and equipment.

Special projects packaging, trading and marketing of spares, raw materials and industrial consumables.


Overall in-charge of the company project sales and operation in Singapore, include project P&L.

Develop and implement Sales/Marketing strategies to ensure annual growth in market share and increase profitability.

Prepare annual sales forecast, cost budgets, business trip reports and monthly management reports for submission to Germany corporate head office.

Appoint and manage overseas agents and provide all necessary product and sales support.

Assist Managing Director (in Germany) in corporate reporting, business planning and general admin/staffing function.

Due to business synergy, also oversee another sister company (KOMCO Asia Pacific) trading business and be responsible for market development activities.

Key Contributions

Successfully closed a major project in the first year amounted to DM 14 millions for a Parquet Production Plant in China Also manage to close another smaller project (Kiln dryers) of DM 1 million with a gross profit margin of 25% – the highest profit margin achieved so far in the company’s history.

C-PAK Pte Ltd / IPT Pte Ltd

August 1993 to October 1996

Business Manager

Business Nature

Manufacturer and supplier of embossed carrier tapes, cover tapes, plastic reels & trays and other engineering plastic for the Semiconductor, PCBA and Electronics Industries.


Responsible for the group’s sales and marketing operation and business development in the Asia Pacific and Europe.

Establishes sales and marketing goals, develops and executes business plans and programs (both short and long term) to ensure share of market, profit growth and expansion of company product range and services.

Develop and recommend pricing strategy for the organization to maintain the competitive edge.

Plan and oversee Advertising and Promotion activities including prints, mailings and exhibitions.

Appoint and manage overseas agents/distributors and provide all necessary training, technical and sales support.

Direct managing a team of Sales Manager, Sales Engineers and Customer Service Executives.

Assist the GM/COO in logistic, administration, production planning, quality assurance and staffing function.

Prepare annual sales forecast, marketing budgets and ensure monthly sales reports, trips reports are prepared and consolidated accurately and completed on a timely basis.

Key Contributions

Achieved a total sales turnover of S$7.90 mil and S$12.90 mil in 1994 and 1995 respectively, which were about 100% increase in 1994 and another 50% increase in 1995. The YTD sales was S$16 mil at the time I left in October 1996.

Successfully initialed and opened up the Europe market (Germany and Sweden) in 1995 through the appointment of sales agents/distributors.

Set up a fully functional Sales Department with Customer Service team within 2 years – from one man to a team of 10 staffs.


November 1988 – August 1993

Product Marketing Manager (8/89-9/93)

Regional Application Engineer (11/88-8/89)

Business Nature

German manufacturer of Safety Equipment, Gas Detection Instruments and Medical Equipment.

Singapore is the regional headquarter for the ASEAN region.


Develop and execute sales/marketing plans to ensure the profit growth and expansion of product and services.

Manage a network of overseas agents and distributors and maintain close rapport with them.

Interface with Germany head office on sales and marketing matters, which includes new product introduction/launch, product management and pricing strategy for ASEAN territories.

Plan and oversee the company’s advertising and promotion activities, organize and conduct product sales seminars and training programs for distributors and customers.

Prepare marketing activity reports, monitor and analyse competitors’ activities, etc.

Key Contributions

Assisted the German MD to expand our local operation set up from a 4-person representative office to a regional sales and service centre with more than 30 staffs.

Successfully set up a new representative office for Medical Division and start up direct sales activities in Singapore during the last one year of my service with the company.

Contact this candidate