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TSU LIN LIM (Bachelor of Engineering


Notable Achievements
Merchandising/ Category Management / Food Service

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Convert idle parts of the shop and forecourt into new revenue generating opportunities improving shop income by £50k in the first year. Merchandising Standards Improvement – Increased product visibility by introducing new Point-of-Sale materials which improved overall shop income by 1%. Reduced shop SKUs items by 40% thereby improving product offers. Product Category Growth - Within a year, turned around Biscuits category to outperform industry by 2% in a declining market and consistently growing the Drinks, Tobacco, Ice-cream, Snacks, Confectionery, Grocery and Bakery categories by 6-25%. Managing the roll out of 13 new Wild Bean Café basic and full sites to full operational status. Developed Standard Operating Procedures (SOP) and training for all station staff on food offer service.

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Project Management

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Involved in procurement of web publishing software and hardware systems. Conducted intensive training all station staff in Malaysia and Singapore on the new fleetcard system within 1 month before rolling out the system. Super-user of Crystal Reports® designing reports which saved the department 96 work hours per year.

Professional Experience
2006- 2007

Product Category Manager and Space Planner
Department : Convenience Retail Department Company : Shell Malaysia Trading Sdn Bhd (PLC), Kuala Lumpur, Malaysia

Key Roles and Responsibilities

Analysed monthly category sales data across store network using spreadsheet analysis tools to determine pricing strategies, track performance, create effective promotional plans, and manage product selection. Evaluate commercial market dynamics and industry trends in order to profile vendors and their performance, and enhance trading terms during negotiations. Developed and executed winning nationwide marketing promotion campaigns with retailers and suppliers to boost sales of categories managed. Conducted in-store focus groups to gain consumer insight on ranging, pricing and in-store promotional mix. Developed up-to-date and quarterly range reviews for categories and produce planogram change for all stores. Maximise category performance by eliminating non-performing SKUs. Focal point for monthly promotional campaigns, liaising with design agencies and Shell’s Brand & Communications department regarding Point-of-Sales Materials, to ensure that logos and trademarks are used correctly. Category Manager for Savoury Snacks, Grocery, Ice Cream, Biscuits & Page 1 of 3

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TSU LIN LIM (Bachelor of Engineering)


Develop Merchandising standards and conducting national shop audit every quarterly.

2003 – 2004

Merchandising Development Executive
Department : Merchandising Services Contribution Company : BP Malaysia Sdn Bhd (PLC), Kuala Lumpur, Malaysia

Key Roles and Responsibilities

Merchandising / Category Management / Promotions

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Presenting post-promotion-analysis and category strategy to senior management. Direct responsibility for the growth of each categories for Drinks, Tobacco, Food Service (BP’s “Wild Bean Café”), Groceries, Automatic Car Wash and Other Snacks Shop Categories. Analyse current market reports, trends and historical margins in developing strategic Shop Category mix, Product mix and Pricing to maximize margins and achieve forecast. Negotiate with suppliers on product price, volume, discounts and trading terms. Planned monthly promotions for food service, and introduce new food offer Trained station staff on Standard Operating Procedures and on food offer service.

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2000 –2002

Project Management Executive
Customer Service Unit BP Malaysia Sdn Bhd, Kuala Lumpur, Malaysia

Key Roles and Responsibilities

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Conducted user training on all card projects and systems enhancement projects. Migration of BP Malaysia and BP Singapore’s fleet card front-end system from Australia to Singapore. Scoped and implemented enhancement of the front-end fleetcard system for both Malaysia & Singapore. Implemented the acceptance of loyalty card at pump dispensers. Conducted User Acceptance Test to ensure system communication between CRIND and EZ Card System

BP Malaysia Customer Service Intranet

Update Department's web page relating to station list and CSU programmes and activities.

Education Background
1999 – 2000 Bachelors of Engineering (Hons) Electrical & Electronic Engineering (Results : 2: 1) Page 2 of 3

TSU LIN LIM (Bachelor of Engineering)

Major in Telecommunications The Nottingham Trent University, UK 1996 – 1999 1) Higher National Diploma in Electrical & Electronic Engineering 2) Foundation Certificate in Engineering, Science and Technology (Distinction) Kolej Bandar Utama 1991 – 1995 Sijil Pelajaran Malaysia (‘O’ Level Equivalent) Grade 1. Damansara Jaya Secondary School

Other Skills
Computer Knowledge

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SpaceMan ®– Space Management software and plannogramming tool Windows MS Office Applications Super User of Crystal Report® Adobe Photoshop Mentor Graphics (VHDL), Electronic Workbench, Matlab, Visio Basic knowledge in C++, Motorola 6800 and 68000 Project Management Training Crystal Report® EQ Course: Handling relationship with people with different EQ ASA (Advanced Safety Audit) Trained: 2003 and July 2002 Attended “Getting Health, Safety, Security and Environment (HSSE) Right”: 2001 Participated in numerous Safety Stand-downs. Trained in Medic First Aid, certified by PADI (2001) Customer Service Excellence Course English : Written and Spoken (Fluent) Chinese (Mandarin and Cantonese) : Written and Spoken (Fluent) Bahasa Malaysia / The Malay Language : Written and Spoken (Fluent)

Training and Development

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(Available upon Request)

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