1. HO AI XIANG, ALYNA
Personal Details
Date of Birth: 17 October 1980
Address: Blk 80 Corporation Road, #12-02, Singapore 649819
Nationality: Singaporean
Mobile: (62) 812 9178 5129
Watsapp: (65) 9114 3425
Email: alyna.ho@gmail.com
Career Summary
- Skilled in handling pricing strategies, competitors and market analysis, new product introduction
and targeting marketing.
- Strong foundation in data analytics to drive business objectives, I am adept in creating
innovative and cost effective solutions to grow revenue and profit.
- Strong track record of bottom line responsibility for products forecasting, pricing and marketing
initiatives.
- A career long history of consistently increasing productivity, managing marketing variance and
improving sales target.
- Lead and managed several projects and NPI in different countries, networking with the different
functional teams in improving processes and provided coaching to the region Sales Managers
and our Dealers.
- Work across departments with the Industry and Product Group on projects, SOX testing and
pricing analysis. My interpersonal skills is one of my strong foundation which have allowed me to
work well with my team, gained trust from Dealers and other departments across other regions.
Key Competencies
Following are my core competencies over 13 years of work experience:
- Fluent in English and Chinese
- Pricing Analysis, Attentive to details and translating data into tangible action items
- Budget Planning and Forecasting
- Marketing Operations
- Managing Marketing Variance
- P&L Accountability
- 6 Sigma & Process enhancement (Green Belt Certified)
- Project management
- Strategy Planning
- Geographically flexible and strong communication skills in an international environment
- Good team player as well as an independent worker
- Problem solving, creative, analytical mind
- Motivated to learn
- ISO auditor training
Career History
Company: Caterpillar Asia Pacific Pte. Ltd. (1 Oct 2008 ~ 24 Nov 2015)
Position: Revenue Analyst, Global Revenue Management Group (GRMG)
Job Role:
Responsible for working with Industry Sales Managers, Sales Consultants and Sales
Representatives on regional merchandising and pricing activities. Partner with the Industry Sales
teams to achieve enterprise goals in terms of PINS (%of Industry Sales) and Net Price Realization
through execution of regional merchandising programs, pricing consultation and sales variance
monitoring. Monitors and forecast the sales variance spending for the year and establish budget for
the following year. Perform periodic monthly, quarterly and annual sales variance forecast reports.

2. Accomplishment:
• Provided analysis and consultation to the Machine Sales Industry on merchandising and pricing
strategy in Asia Pacific region which comprises of about 58,000 units with an estimate of $7.3
billion in total revenue.
• Created market based pricing process for Asia Pacific Managers to drive velocity and
empowerment for at least 80% sales revenue estimated at $697 million
• Developed framework to enhance marketing variance accuracy for all region and has achieved a
30% improvement in forecast accuracy.
• Set up special pricing request metrics to analyze transaction pricing and processing turnaround
time for Major Account customers and coverage for the respective region. With this project we
are able to improve 30% process time for decision making and quantify the budget necessary to
go after these account in their respective regions.
• Set up Sarbanes–Oxley semi-annually audit compliance test and Dealers sales support
performance metrics to drive accountability, velocity and reduce administration effort.
• Created an automatic currency risk mitigation process to support Malaysia, Indonesia and
Thailand currency fluctuation between 10% to 15%, mitigated the risk of total of $175 million
revenue for 4Q2015. This process also help to protects dealers profitability and a factor that
improved Caterpillar percentage of industry sales from 18.2% to 20.8%.
• Lead New Product Introduction (NPI) sales operations and price reviews for paving products in
Australia to meet the business plan and incremental sales for the prevailing 3 years estimated to
be about 77 units of machines and US$13 million of sales revenue.
• Lead a Rapid Improvement Workshop (RIW) for transactional price trend for China's and India's
Building & Construction Products with an estimate revenue of $192 million
• Created a Australia currency risk mitigated process targeting Mining customers to monitor the
risk weighted based on a list of factors against their targets that would negatively impact sales
and ultimately Caterpillar percentage of industry sales.
• Quantified Australia and New Zealand region Building and Construction Products transaction
price in lost and won opportunities, to drive our Dealers in region to participate in more deals and
provide a more competitive price against Caterpillar product premium trends in market.
• Coached and mentored new employee in the department and industry sales representative in
region
• Bagged recognitions as the knowledgeable, trusted and valued resource to product groups,
dealers and field representatives
Company: Caterpillar Logistics Pte Ltd. (Nov 2002 ~ Sep 2008)
Position: Business Analyst
Job Role:
Accountable to the facility manager and manages monthly, quarterly and annual reports for
forecasting, budget planning and invoicing for the logistic facility customers. Maintains relationship
with the logistic customers and provides assistance on queries from customer when needed.
Conducts yearly internal and external audits on the operations and invoicing processes. Work with
accounting, operations manager, planning team and facility manager to control cost and establish
business plan for the following year. Ensures understanding and adhering of the Logistic Service
Agreement (LSA). Amend LSA and implement changes to local LSA if agreement have been agreed
upon with 3rd party customer.
Accomplishment:
• Negotiated the Logistics Service Contract with 3rd party customers and optimized the financing
controls, forecasting and budget planning in CAT Logistics, I am able to control and increase the
profitability of the business units at US$3million profit per year.
• Participated in a 6 Sigma project which helped to analyze warehouse labor work activities and
increase productivity by 10% in terms of the LPMH (lines per man hour). Segregated the job
scope which is not part of productivity and negotiated with third party customer to pay for the

3. value added services which was amended in the Logistic Service Agreement. This created
additional revenue of at least US$200,000 yearly for the company.
• Created a budget workbook that helps to budget cost and revenue, which aids business
planning, documenting detail cost and revenue for actual versus budget tracking and forecasting
for the year.
• Lead the yearly internal auditing on the operations processes prior to the yearly external auditing
by external audit firm (SGS).
• Lead the external audit (on invoicing processes and documentation) requested by the 3rd party
logistic customer yearly as per the logistic service agreement.
Company: Neptune Orient Lines Ltd. (Jan 1999 - Jun 1999)
Position: Assistant Finance Analyst (Contract)
Job Role:
Accountable for providing analysis to identify outstanding account receivables from the vessel
shipments. Work with Accounting and Debt team to follow up on the outstanding account receivables
monthly while working on other vessel shipment analysis.
Education
Nanyang Technological University, 1999-2002
Bachelor in Business Studies
Certification
SGS (Singapore)
ISO 9000:2000 Series Lead Auditor Training Course - April 2004
ISO 9001:2000 Series Internal Auditor Training Course - February 2004
ISO 14001 EMS Awareness Training Course - September 2004
ISO14001:2004 Internal Auditing/ Transition Training Course - April 2005
OHSAS 18001 Internal Audit Training Course - August 2006
CAT University
Six Sigma Green Belt, Certified - December 2005
Membership
Associate member of Teck Ghee GRC (Group Representation Constituency) Singapore, 2010-2014
• Volunteer in helping to facilitate the constituency in running community events
Language and IT Skills
Language: English(Read and Write), Chinese (Read and Write), Cantonese
Software: Microsoft Word, Excel and Powerpoint, SAP, APEX
Reference
Provided upon request