Strategic General Manager, Regional Sales Leader
Resume:
Star Printery Pte Limited **** – July ****
General Manager, Suva, Fiji Islands
Sales & Strategic Partnership
• Delivered over FJD23m additional sales and 18% GP across 8 years through collaboration with international RM suppliers, operators from Philippines/India, local retailers, the tourism sector (Accor/IHG 5-star resorts. Established a construction division to acquire, renovate, and convert six properties into rentals over three years.
• Managed a team of 105 employees across five business units. Product Innovation & Business Expansion
• Launched Star Printery's first signage division, opening new revenue streams.
• Established a packaging factory producing eco-friendly products during the COVID era, generating FJD500k annually. Target markets included supermarkets, QSRs, and luxury resorts (Accor, IHG). Customer Experience & Brand Leadership
• Implemented 3 day customer turnaround to meet demand for high profile clients (EU, UN, Nestlé, Unilever, Coca-Cola, banking institutions).
• Successfully led branding efforts for a 2 week Asian Development Bank event across five luxury resorts.
Operational Management & Property Development
• Established a construction division to acquire, renovate, and convert six properties into rentals over three years.
• Managed a team of 105 employees across five business units. Team Development & Regional Liaison
• Formed a new regional sales team and established coordination with the packaging team in New Zealand.
Government Projects
• Led the successful production of Fiji's national government budget and election ballot papers, executed under high-security and time- sensitive conditions
Kriz Signs/ 5 Squares 2014 – 2017
Manager – Regional Sales and Wholesale Suva, Fiji Islands Sales, Business Expansion and Operations management
• Managed and setup of hardware retail outlets (4) to include sourcing from Asia. Lead and develop a budget of FJD30m/year.
• Upgraded outdoor LED signage concept around Fiji. Viti Foods 2011 – 2014
General Manager, Suva, Fiji Islands
Revenue & Margin Performance
• Delivered annual organic growth with net profit of FJD16m and FJD12m over consecutive years, maintaining solid
margins around 12%.
Operational Excellence in Food Manufacturing
• Led HACCP upgrade for tuna and mackerel processing, identifying and resolving key bottlenecks.
• Boosted production capacity from 12MT to 35MT, achieving KPI recovery rates of 46% for tuna and 55% for albacore. Product Development & Market Leadership
• Spearheaded development of over 32 SKUs for tuna and mackerel, including Skipper brand enhancements.
• Championed New Zealand mackerel across international markets by leveraging competitive pricing and optimizing product specs. Export Growth & Market Expansion
• In partnership with CJ Patel Co. Ltd, grew export sales across New Zealand, Australia, Samoa, Vanuatu, Kiribati, Sri Lanka, Canada, and Papua New Guinea.
Amendra Singh
Strategic and results-driven professional
with 20+ years of extensive experience
across Multinational FMCG, retail, printing,
signage, and financial operations. Proficient
at leading cross-functional teams, optimizing
operational performance, and driving
profitability. Proven expertise in budgeting,
financial analysis, and cost control, coupled
with a strong track record in enhancing
customer satisfaction and business
efficiency across diverse industries.
WORK EXPERIENCE
ABOUT ME
- Sales & Business growth by Channel
and Category Development
- Problem Solving
- Customer Experience Optimization
- Communication of success insights
- Risk Management and Process
Improvements with planogram
SKILLS
: Key Account Management as A++
: Business Development in FMCG
: Retail Data Analysis and trend
: Project Management
: Property Management
: Cost Saving Initiatives
: Optimize service levels like Amazon
: Brand Activation – 3 Tier approach
: NPD – New Product Development
: Inventory Turnover Ratio
: Slow Moving Inventory Initiatives
: Drive High Margins with Low Cost
: Contingency plan for any task
CAPABILITIES
EDUCATION
Bachelor of Business Studies
New Zealand Diploma in Business
New Zealand Diploma in Management
New Zealand Certifícate in Banking
UNITEC Institute of Technology
1997 – 2000 – Auckland New Zealand
UNITEC Institute of Technology
*******.******@*****.***
2538 W Chanute Pass, Phoenix,
Arizona 85041.
Permanent Resident of USA
linkedin.com/in/amendra-singh
Viti Foods 2011 – 2014
Production Efficiency & Team Leadership
• Introduced daily plant utilization reporting & improved operational efficiency from 84% to 88% by addressing downtime.
• Presented quarterly performance insights to the Board, including KPI progress, financial reports, margin analysis, and funding needs.
Community Engagement & Corporate Social Responsibility
• Initiated sponsorship campaigns supporting rugby development in Fiji under the Skipper brand, reinforcing social impact and brand visibility.
Nestle (Fiji Ltd) 2003 – 2011
Roles held: Sales Operations Manager, Regional Sales and Key Accounts Manager, Channel Category & Sales Development Manager, Finance Cost and Business Analyst Suva, Fiji Islands Strategic Sales Leadership & Performance Excellence
• Achieved consistent monthly and annual Sales (NPS), with Real Internal Growth of 5.6% and Organic Growth of 3.2%. Maximized Trade Spend efficiency by customer and brand, maintaining spend at 5% of net sales.
Team & Distributor Management
• Managed a team of 64 including Sales Supervisors, Representatives, and Merchandisers.
• Conducted monthly cycle meetings to align forecasts with marketing strategies and business priorities.
Data-Driven Planning & Forecast Accuracy
• Maintained over 85% Demand Plan accuracy for the domestic market across three consecutive years.
• Interpreted customer scan data to uncover consumer trends, shopper behavior, and competitor activity.
Promotional Strategy & Category Ownership with Planogram.
• Owned Category Dashboard for Fiji’s Top 6 accounts, managing national promotional calendars and Line pricing and SKU dynamics across all formats. Drive Seasonal categories.
• Liaised with Sydney-based group office to synchronize sales estimates, promotional forecasts, and market trends. Channel Strategy & Merchandising Standards
• Developed “Nestlé Fiji Gold Standards” to define merchandising guidelines per outlet type—Modern Trade, Traditional Trade, Mom & Pop stores, minimarts, kiosks, and restaurants. Operational Execution & Supply Chain Integration
• Optimized promotional planning using forecast lead times for inbound shipments from Malaysia and Australia. Facilitated Nestlé Trade Gold Standard compliance and ensuring excellence in merchandising and field execution.
Governance, Audit & Fleet Control
• Designed and executed the Field Checklist for Nestlé Oceania’s internal audit—receiving a “Good” rating.
• Ensured compliance with Nestlé Internal Control Guidelines across sales functions, including rebates, TTS, gondola payouts, and volume and space incentive programs.
Market Insights & Strategic Reporting
• Analysed category performance and presented insights at MOGE monthly sales meetings with the National Sales Manager.
• Highlighted underperforming categories (Coffee, Cereals, Beverages) with recommendations by account, town, and channel for improvements.
• Submitted regular economic and retail growth reports to Nestlé’s Head Office in Sydney.
Tyco International – Armour guard Security Ltd 2000 – 2002 Cash Services Contracts & Audit Administrator, Auckland, NZ.
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WORK EXPERIENCE
KEY ACHIEVEMENTS
• 2023 - Introduction of recycled
bamboo products (stationery)
• 2023 - Successful completion and
delivery of Fijian Ballot papers in 8
days vs deadline of 13 days.
• 2022 - Brand Ambassdor for
locally manfuctured excercise
books (Edu Care)
• 2020 - First plant to manufacture
eco-friendly paper products in Fiji
• 2019 - Successful Brand
implementation for Asian
Development bank
• 2018 - Launched Fijian made
Product (Excercise books within
Category at Major retail chains)
• 2011 - Achieved 100% of NPS and
4% Organic Growth
• 2010 - Nestle Fiji Sales Star
Award for Inspirational
Acheivements for implementing
PPP strategy in Distributor model
• 2007 - Nestle Pacific Islands
Recognition Award for Achieving
Highest Regional Growth
REFREES
• Mr Sandeep Chauhan
Director
Star Printery Pte Ltd
Email: *******@************.***.**
Mb: +679-*******
• Mr Kolith Fernando
Head of Sales (Pacific Islands)
Nestlé
Email:*******.********@**.******.***
• Mr Pranil Singh
Deputy CEO
Fijian Competition Consumer Comm.
Email: **********@*****.***
• Mr Sundeep Kumar
Group GM Operations
CJ Patel Pacific
Email: *******.*****@*******.***.**
Mb: +679-*******
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