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