This document is a curriculum vitae for Phia Shuan, Heng that outlines his personal details, education background, employment history, skills, and characteristics. It spans 5 pages and details his experience working in sales and business development roles in the chemicals and personal care industries in Malaysia and Singapore over the past 15 years, including his current role as a Local Business Line Manager at DKSH Malaysia Sdn Bhd.

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CURRICULUM VITAE
NAME : Phia Shuan, Heng
ADDRESS : Apt Blk 620 Bedok Reservoir Road,
#06-1408,
Singapore 470620
MOBILE PHONE : +65 – 83003039 / +60 17-3767800
DATE OF BIRTH : 8th
November 1978
MARITAL STATUS : Married
NATIONALITY : Malaysian (Singapore PR)
HEALTH CONDITION : Excellent
HOBBIES : Badminton, Reading and Swimming
LANGUAGES : English, Malay, Mandarin, Cantonese and Hokkien
ADDITIONAL SKILLS : Proficiency in Microsoft Office 2010, Windows 7,
ACCPAC, UBS and SAP
EDUCATION BACKGROUND
2002 to 2003 H.E.L.P. University College
University of East London, U.K.
B.A. (Hons) Business Administration – Marketing
1999 to 2001 Tunku Abdul Rahman College;
Diploma in Business Studies (Accounting)
1997 to 1999 Tunku Abdul Rahman College;
Certificate Accounting in Business Computing
1994 to 1996 S.M.J.K. Nan Hwa Sitiawan, Perak.
S.P.M. And P.M.R.

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EMPLOYMENT HISTORY
April 2016 to Present Local Business Line Manager
DKSH Malaysia Sdn Bhd
Kelana Jaya, Selangor
 Responsible for developing Malaysia and Singapore personal care and home care
market (active ingredients, silicone, oils and colorants).
 Accountable for Profit and Loss of division, and monitor closely to maximize
margin of each products.
 To develop new products / agency by conducting workshops, as well as joint visit
with suppliers. Working closely with suppliers as well as internal regional team to
develop products suitable to local market.
 Evaluating personal care business line products profile and looking for suitable
products for business expansion.
 Work with customers to understand their needs as well as sharing market trends.
 Establish relationship with suppliers and provide technical support on behalf of
suppliers.
Key Achievement:
 Successfully introduced new products into existing customers
Experiences Gained:
 Organizing and introducing new products to customers by workshop.
April 2013 to July 2015 Sales Development Manager
Dow Corning Silicones Malaysia Sdn Bhd
Subang Jaya, Selangor
 Responsible for specialty lubricant and silicone sealants in industries like food
industry, oil and gas, home appliance, automotive and palm oil refinery (Malaysia
& Singapore).
 Identify new customers and closely guide existing distributor in tackling /
approaching new leads.
 Seek new distribution channel, for new market penetration or increase market
coverage.
 Provide advance product training, joint visit, and technical support to existing
distributors. Working together with distributor to identify areas for improvement
and untapped market.

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 Mapping out existing market and untapped market, for strategy planning of each
distributor. Analysis of competitor’s pricing and margin for price advantage
positioning.
 Strengthen the relationship with distributors and work together with end-user for
trial.
Key Achievement:
 Successfully introduced new products and channels into new untapped markets.
 15% sales increment on 2014
Experiences Gained:
 Experience in handling customers with technical approach and on field
troubleshooting.
 Working with regional marketing team, to align with product line marketing, as
well as company direction to approach right customers and maximize profit.
 Organizing committee for Singapore and Malaysia distributors’ event
September 2008 to March 2013 Senior Sales Account Manager
Amochem Sdn Bhd
Shah Alam, Selangor
 Responsible for developing silicone emulsion and antifoam for ASEAN market in
home care, beverage and ethanol thru distribution channel to capture new market.
 Responsible for developing silicone fluid and emulsion for Malaysia and Taiwan
market in personal care to expend the market, directly as well as via distribution
channel.
 Develop distribution channels in terms of product training, joint visit, technical
support and distribution strategies. Recommending new channels and identifies
areas for improvement of existing distributors.
 Examining competitors’ strategies and comparing them and their effectiveness
with ours, formulate business plans based on local markets conditions.
 Maintain, strengthen and optimize existing clients by mapping products, and
develop new and long lasting relationships with new clients.
 Lead and drive all aspects of product initiatives and plans for the group which
include product management, developing marketing strategies and implement
plans to increase sales.
 Statistical analysis to determine customer behavior, segment markets and trends.
 Working with operation/ Customer service team (CS) for exporting to ASEAN
countries.

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Key Achievement:
 Opened key accounts in Vietnam, Indonesia, Malaysia and Philippines market.
 Successfully introduced new products and channels into existing markets.
 33% sales increment from 2008 to 2011
Experiences Gained:
 Experience in handling regional customers with difficult cultural and background.
 Providing value instead of features, customer purchase based on the value they
gain from your services.
 Creating a realistic schedule in introducing new product line, and executing these
plans.
 Use upselling as a way of getting feedback. If they don’t take the offer, ask why
not.
November 2004 to August 2008 Sales Manager
Actifchem Sdn Bhd
Puchong, Selangor
 Responsibility for the sales process from initial point of contact, presentations,
through pricing negotiation and execution.
 Planning yearly sales forecast and target, and constantly analyzing sales.
 Monitor monthly and annual sales achievement for each agency.
 Work closely with purchasing as well as oversea principals to ensure that had
enough stock together with the latest pricing information therefore able to give
first hand advice to customers. At the same time, have to Forecasting and
planning the shipment with principals.
 Work closely with other TQM Exco to improve working environment.
 Monitor sales movement and plan as well implement sales and marketing
strategies to achieve the sales target, profitability and growth on the line with
common goal of the company.
Key Achievement:
 Achieved 150% from quota and within a year become top #1 sales person in
company. And individual sales contributed 50% out of total company turnover.
 Transformed the inactive customers into active account with the return 400%
growth within 3 years.
Experiences Gained:
 Experience in selling chemical products through different channel i.e. end users or
traders.

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 Recent organize the seminar for the purpose of sharing information with public.
 Experience in knowledge and handling industrial chemical.
 Meet and discuss with customers through MS. Power Point presentations.
 Experience in solving problems for customers individually
 Analytical the market trend and business strategy.
Jan 2004 to October 2004 Premium Product Specialist
Futuromic Idealink Sdn Bhd
Kota Damansara, Petaling Jaya, Selangor.
 Identified and developing new customer base for premium service, to coordinate
with suppliers and agencies to ensure all services being executed accordingly.
 Sourcing premium from oversea or local supplier according to the requirement of
customers.
 Coordinate with sourcing department to work up new or suitable items for
customers.
Experiences Gained:
 Possess good interpersonal skills.
 Planning the self-activities to targeting different customers.
 Observance the movement of premium in the market to find out the currently
trends.
PERSONAL CHARACTERISTIC
INTERPERSONAL QUALITIES:
 Exceptional leadership, analytical, and problem resolution skills
 Proactive leader with refined business acumen and exemplary people skills.
 Proficient in use of most business tools.
 A team player and thrive in collaborative work environment.
LEADERSHIP QUALITIES:
 Established sales goals, pricing strategies, sales incentives and objectives for subordinate.