1. Professional Profile
A focused, resourceful and goal-oriented person with a successful record in delivering projects timely and achieving targets. Possess
strong leadership and project management capabilities. Having experience in various project management roles such as Project
Development and Management, Operations and Customer Service, it can be assured that I am able to strategize, plan and manage
various projects simultaneously in order to deliver and execute the projects accurately. This is evident through my success modernizing
Maxis’ retail concept starting from the KLCC center which was then implemented nationwide as seen to-date as well as launching the
first 24 hours Express Payment Kiosk in the telecommunications industry.
My strong interpersonal skills have enabled me to work with various key stakeholders effectively which ensured my ability to deliver and
satisfy the needs and demands to ensure the success of the projects.
Additionally, I have the ability to implement and strategize value-adding customer service standards through understanding the needs
of customers and anticipate potential threats thus creating an enhanced positive customer experience.
My drive, passion and ability to multi-task have enabled me to achieve success and consistently deliver results in the most challenging
situations.
Career Summary
1. U Mobile Sdn Bhd (August 2016- Present)
Position: Channel Development – Manager
Roles and Responsibilities:
• Lead and project manages the store modernisation programme of U Mobile Stores and Premier dealers’ throughout the country to deliver a
consistent and delightful customer experience.
• Engage external design agencies to deliver the right store layout for effective space planning/ positioning, maximizing frontage space to
showcase products and promotions in order to drive sales.
• To establish project timeline and weekly reporting of projects and provide updates of key issues which will impact costs and timeline.
• To establish and execute operating procedures to cover end to end Fit Out, i.e. project meeting, onsite schedule, budget tracking approval
process for change, tenancy agreement matrix and status.
• To ensure project meets timeline and within approved budget.
• To ensure full compliance to Procurement policy and processes and compliance to company LOA.
• Establish an execute process to track and review setup, arrangement.
• Establish and execute operating procedure to cover end to end process of Repair and Maintenance, i.e. proposal agreement, costing ,
budget, and in compliance to LOA and Procurement process.
• Supports all the repairs and maintenance of all the U Mobile stores and Premier Dealers.
• Prepare and gather user requirements for new projects.
Esther Lim Bee Ling
Mobile: +6012 2000 130
Email Address: lesther888@gmail.com

2. 2. Maxis Communications Bhd (April 1995- March 2014)
Have experience in diverse roles ranging from back end operations and support, regional retail store management, retail design
development and project management. My cumulative experiences have enabled me to successfully plan and strategize projects
successfully and enabling me to anticipate and resolve potential issues which may affect the project success.
Position: Retail Design & Project Management Manager (2010-2014)
Roles and Responsibilities:
• Lead and project manage projects for Maxis retail stores and dealers modernisation programme throughout the country.
• Plan and engage with design agencies as well as lead meetings to develop new retail store concepts, drive critical design elements and
merchandizing displays.
• Research, plan, strategize and execute projects to position Maxis branded stores and Maxis Exclusive Partners in key strategic
locations in order to drive higher retailing proposition and revenue for the company.
• Plan and oversee the budgetary spending as well as conduct periodic cost reviews.
• Plan with Procurement on the tender and award process and recommendation.
• Oversees all repairs and maintenance for Maxis retail stores.
• Develops project schedule and conducts weekly meeting and updates key stake holders of key issues which will impact costs or timeline.
• Provide repair and maintenance support to all branches nationwide.
Position: Retail Operations Support & Roll-Out Manager (2007-2009)
Roles and Responsibilities:
• Lead and project manage store renovations
• Provide management and operational support for all Maxis Centres nationwide.
• Organize planned events and communication sessions for retail operations across the country.
• Develop rewards and incentives program and set up tracking system for any launched programs.
• Provide repair and maintenance support to all branches nationwide.
Position: Customer Service Communications Manager (2005-2006)
Roles and Responsibilities:
• Plan and develop campaigns to drive sales, reduce churn and increase take up rate of Direct Debit or selective initiatives.
• Plan and organise customer service conventions, key launch events, communication sessions and store openings.
Position: Regional Manager (2002-2007)
Roles and Responsibilities:
• Establish the operational practices of all stores, to ensure the store runs smoothly, efficiently and complies with the operational procedures.
• Plans and establish human resource objectives by recruiting and selecting the right candidates to run the store in order to meet key sales
target, service levels and providing the level of service that delights the customers’ engagement.
• Ensure that each store manager is trained and compliant with all basic inventory management and stock taking monitoring and execute
quality inventory practises with receiving, re-stocking, transfers and managing inventory discrepancies.
• Recruitment and Hiring of Top Talent to ensure the overall people plan of the store reflects the high standard and ability to mentor and look
into people development.
• Ensure that all retail store staff greets, engage and demonstrate courtesy and good customer service when managing the floor and
customer retail journey.
• Responsible to ensure that all retail staffs are current and up to date with product knowledge, product use, and related product application
through a commitment to formalize training and development within prescribed time lines and standards.
• Lead store manager to operate and ensure work compliance towards all aspects of operations and services provided.
• Provide leadership and mentoring to the team to ensure successful implementation on planned initiatives.
• Set and develop key customers satisfaction indexes and sales target to ensure staff achieves the target set for each initiative and sales
campaign.
• Encourages a work environment that motivates staff to excel and contribute towards process improvements initiatives.
Position: Central Processing Activation Centre and Branch Operation Support Manager (2002-2003)
Central Processing and Activation Centre Assistant Manager (1996-2001)
Roles and Responsibilities:
• Lead and set up a Business Call Centre to support business customers on fixed network.

3. • Lead and set up a back end unit to support all fax-in registrations from dealers, account managers for fixed & mobile corporate
registrations nationwide.
• Lead the operations team to ensure seamless service registration activation across all channels.
.
2. Maxis Communications Bhd (April 1995- March 2014) (continued)
Position: Call Centre Executive (1995-1996)
Roles and Responsibilities:
• Monitor calls to ensure calls are answered according to the standards and guidelines.
• Handles and manages escalated complaints.
• Ability to successfully balance high workload demands, quality and performance on a consistent basis.
• Ability to make quick decisions about call center dynamics using historical data and statistics.
• Understand the key strategies of the business and translate these into day-to- day operational activities.
Education & Training
Education
Goons Institute- Diploma (1981)
• Business Studies, Goons Institute
• LCCI (Costing & Accounting), Goons Institute
Training
• NEBS Management (Managing Resources)
• NEBS Management (Managing Activities)
• NEBS Management (Managing People)
• Finance for non- finance managers
• 7th
Habits of a highly effective people
• Company Manager Development Programme 1 & 2
• Managerial skills in a changing environment and Performance Management
• Company Service leadership Program
• Maxis 6 Sigma Crash Course Program
• Maximising Supervisory Competencies 1
IT Skills
• MS Word, MS Excel, MS Power Point, Outlook
Language Proficiency
• Written: English, Malay
• Spoken: English, Malay, Mandarin, Cantonese
References
1. Jason Tan
Position: ex-Head of Sales & Services – Central Region- Maxis Communications Bhd
Email: jasonsytan@yahoo.com.sg
Mobile: 017 399 6846 / +9592 5038 3913
2. Wong Chee Kheen
Position: Senior Vice President of Finance- CIMB Bank
Email: cheekheen.wong@cimb.com
Mobile: 017 393 5822
3. Kooi Phaik Ai

4. Position: ex-General Manager of Customer Services- Maxis Communications Bhd
Email: kooi@myjaring.net
Mobile: 012 393 0477