Sales Manager

PAUL C. CHEUNG

**** ****** ***, *******, ** ***** ************@*****.*** 626-***-****

PROFESSIONAL PROFILE

Senior Sales and Marketing Executive with records of top performance in all facets of strategic

and tactical marketing, sales promotions, brand management, and niche market development.

Over decades of hands-on experience and demonstrated ability in identifying customer needs

and market development for oriental food products in the U.S., Canada, and several dozen of

countries in Central and South America. Consistently builds sound customer relationship that

yields unparalleled loyalty and supports long-term revenue and market share growth. Core

strength includes:

• Strategic alliance and business partner management

• Global product distribution & logistics

• Multi-tier marketing channel strategy and execution

• New product research and introduction, especially for Central & South American

markets

PROFESSIONAL EXPERIENCE

Solaris Paper Inc., Los Angeles, California

Oasis Brands Inc. Winchester, Virginia

Sales Director March 2012 – September 2014

Establish and oversee the sales and marketing team in the Asian market of USA and Canada.

Responsible for the short term tactics and long term sales and marketing strategies for the Asian

market in USA, Canada, Brazil and Mexico.

• Set up distribution for Virjoy brand products in California, New York/New Jersey, Toronto and

Vancouver of Canada from ground up. Further expanded the distribution to other potential

cities – Seattle, Portland, Houston, Chicago, Atlanta and Miami.

• Developed and launched 4 SKUs of Virjoy brand bath tissues for the Asian market in

September 2012.

• Expanded Virjoy brand product lines and launched bath tissue bonus pack, single and 6-roll

pack kitchen towels, and facial tissue in October 2013.

• Developed and launched other brands of bath tissue catered for Asian Cash & Carry.

VITASOY USA INC., Boston, Massachusetts

(Leader of soybean products and winner of Hong Kong Top Ten Brand Name award)

Regional Sales Manager June 2008 – March 2012

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Oversee the sales and marketing of the ethnic market in West Coast of USA and Canada.

Responsible for the sales of locally made products to oversea markets including Trinidad,

Jamaica, Barbados, Guatemala, Dubai, Turkey, and Africa.

• Expanded existing distribution network and sales by assigning new distributor in

potential states.

• Assisted in nationwide strategic planning for USA and Canada.

• Supervised regional sales manager and sales representatives.

• Monitored monthly sales target and trade spending for each region.

• Launched 2 new products within one year in the ethnic market in both USA and

Canada.

• Added new distribution in Hawaii to expand existing products into the mainstream

market.

• Re-structured the existing distribution by directly appointing new distributors in

Texas and Washington states to increase sales.

LEE KUM KEE (USA) INC., City of Industry, California

(Leader of authentic Chinese sauces worldwide and winner of Hong Kong Premier Band award)

Regional Sales Director 1995 - 2008

Fully responsible for the sales and marketing operations, including budget administration, for over

70 food product lines across major marketing regions of North, Central America, South America,

and the Caribbean islands including Canada, U.S.A., Mexico, Brazil, Peru, Colombia, Venezuela,

Panama, Costa Rica, Jamaica, Trinidad, Argentina etc.

Manage an international sales team to launch global marketing programs, regional advertising

campaigns, and market-share driven sales strategy uniquely developed for the local markets of

each country.

• Tripled number of strategic-distributor accounts in the first year of a new product

launch and doubled market share of a market-region three years in a road after initial launch.

• Tested and subsequently launched a range of soy sauces that appealed to price-

sensitive consumer in the Latin countries, generating 6 digits of annual sales in the first year of

launch.

• Piloted a market-based pricing program that eliminated the complexities of

product zone-pricing and reduced overall transportation cost by 15%

• Defined key financial monitoring indicators to analyze the macro-economic trends

of over 27 countries to minimize the financial exposure in market development for those

countries.

• Worked closely with local governmental agencies of many countries to ensure

the full compliance of imported-food regulations, product-label regulations, and product

registration for distributors.

Regional Sales Manager 1992 - 1995

Designed, planned, and implemented new product launching and promotion, as well as managing

the major retail-client accounts, in Canada and the U.S.

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Major responsibilities included the formulation of comprehensive product promotion and launch

plan; the initiation of strategic negotiations with potential clients on sales terms, pricing and

conditions; coordinating and organizing major trade shows; and the running of comprehensive

marketing research on the competition and the targeted oriental food market segment.

• Created comprehensive marketing plan to enhance product penetration into

mainstream Canadian consumer market resulting at least 10 - 20 products on the shelves of

supermarket giants like Loblaws, the Real Canadian Superstore, and IGA.

Marketing Specialist 1989-1992

Led the development of marketing programs and the launch of product promotion campaigns for

the oriental-food market-segment in the U.S. and Canada.

• Coordinated with brand-management companies and advertising agencies to

promote brand and product recognition in the Chinese communities in West coast of the U.S.,

e.g. Los Angeles, San Francisco, Seattle, and Portland.

• Participated as a core team member in the development of a brand new market

in Hawaii resulted in 7-digit sales growth in the subsequent year.

LANGUAGES

Chinese – Cantonese and Mandarin (written and oral)

EDUCATION & PROFESSIONAL TRAINING

Bachelor of Science, Business Administration - majoring in Computer Information Systems

California State Polytechnics University, Pomona

Bachelor of Business Administration

University of Ottawa, Canada

General Manager Program – An Accelerated Management Development Program, KK Tse &

Associates

Strategic Product Innovation Training Conference, DPI – Decision Processes International

7 Habits of Highly Effective People Workshop, Franklin Covey

Blue Ocean Strategy Workshop, Stephen Lui

Power of Change, Life Academy Institute

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