FY 2011 Annual Report - Sheng Siong

Tan Bee Loo
Head
Fruits and Vegetables
Mdm Tan Bee Loo oversees the purchasing, pricing
and quality control aspects of the fruit and vegetables
retailed in our stores, as well as the direct importation of
fruits and vegetables by our Group from our international
suppliers located in various parts of the world.
Mdm Tan has worked with our Group since its inception
in 1985. During her career with us, she has held several
positions in our Group and her responsibilities have
included overseeing the procurement, negotiations,
direct importation of, and retail sales of our fruits and
vegetables, as well as our general store operations,
including sales, product displays and customer
service. In 2007 and 2008, Mdm Tan was appointed a
director of our subsidiaries, Sheng Siong Supermarket
Pte Ltd and C M M Marketing Management Pte Ltd,
respectively. Prior to joining us, Mdm Tan worked as a
craftsman in Toppan Forms (S) Pte Ltd between 1978
and 1981. Mdm Tan has over 27 years of relevant
experience in grocery retailing and related industries.
Mdm Tan is the spouse of our Executive Director,
Mr Lim Hock Eng.
Lee Moi Hong
Head
Dry Goods
Mdm Lee Moi Hong oversees our Group’s packing
and distribution of dry goods such as biscuits, spices,
flour, dried shrimp, Chinese herbs and other similar
products.
Mdm Lee has worked with our Group since its inception
in 1985. During her career with us, she has held
several positions in our Group and her responsibilities
have included overseeing the cutting, processing,
storing and repacking of meat products, the selection
and packing of dried foods, general store operations,
and the inspection of our stores on a regular basis. In
2007 and 2008, Mdm Lee was appointed a director
of our subsidiaries, Sheng Siong Supermarket Pte
Ltd and C M M Marketing Management Pte Ltd,
respectively. Prior to joining our Group, Mdm Lee was
Sheng Siong Annual Report 2011
employed in her family’s poultry rearing and processing
business. She has approximately 27 years of relevant
experience in grocery retailing and related industries.
Mdm Lee is the spouse of our Executive Director, Mr
Lim Hock Chee.
Law Ah Yi
General Manager
Business Development and Promotions
Mr Law Ah Yi is in charge of developing and promoting
our housebrand products, as well as our nationwide
advertising & promotion campaigns, such as
promotional activities on live television.
Prior to joining us in 2007, Mr Law worked in PSC
Corporation (formerly known as Provisions Suppliers
Corporation Ltd), a company currently listed on the
SGX-ST. Between 1974 and 2007, Mr Law held
various positions in PSC Corporation, and served
as general sales manager in PSC Corporation for
over 10 years, where his responsibilities included the
franchising of chain stores and mini-marts, as well
as the distribution of housebrand products. Having
worked in the industry since 1974, he has over 37
years of relevant experience in grocery retailing.
Lee Lay Chin
General Manager
Purchasing and Promotions
Mdm Lee Lay Chin heads the purchasing team and
leads negotiations with our suppliers on trading terms,
and negotiations with major corporate partners on
joint promotions. Mdm Lee is also responsible for our
promotional activities, including “The Sheng Siong
Show”, the “Sheng Siong Live!” show and various
other festive promotions.
Mdm Lee joined us as an assistant general manager
of our purchasing and promotions department in
2007 and was promoted to general manager in 2009.
In her current role, Mdm Lee oversaw the launch of
our Sheng Siong co-branded credit cards in 2009 and
our collaboration with VISA in relation to promotional
activities for the World Cup and the Singapore Youth
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