Tan Thiam Liong Eddy
Singapore
Summary
Results-driven Business Development Leader with over 15 years of experience in the Lifestyle, FMCG, and Pop Culture industries. Proven expertise in partnering with cross-regional wholesale businesses to drive local sales growth from a base of SGD 1 million, achieving a 2.5X annual increase from 2019 to over $50 million by 2024. Skilled in influencing stakeholders to adopt outfitter-facing digital and mobile strategies, ensuring DTR (Direct-to-Retail) activities are seamlessly integrated into category sales plans across diverse territories. Adept at managing retail expansion, negotiating complex real estate deals, and driving strategic initiatives that enhance brand presence and profitability.
Overview
18
18
years of professional experience
Work History
Business Development Manager
Pop Mart / Action City
04.2019 - Current
- Established and managed partnerships with wholesale businesses across Southeast Asia, driving local sales growth from SGD 1 million with a 1-fold increase annually since 2019
- Influenced and secured buy-in from key stakeholders for outfitter-facing digital and mobile program strategies, enhancing customer engagement and expanding sales channels
- Ensured DTR activities were effectively included in category sales plans, achieving consistent execution across all territories and contributing to a 25% increase in wholesale sell-in goals
- Led the identification and negotiation of mall leasing contracts across Singapore, securing prime locations that increased foot traffic by 30% and contributed to a 20% boost in same-store sales
- Managed negotiations for lease renewals, relocations, and excess property dispositions, reducing leasing costs by 15% and optimising store profitability
- Secured landlord consents and permits for store expansions and renovations, ensuring compliance with local regulations and minimising downtime during transitions
- Through strategic retail expansion and high-value partnerships, I led business development efforts that grew Pop Mart’s revenue from inception to over SGD 50 million by 2024
- Successfully developed, incubated, and scaled a network of regional partners and dealers in key markets such as Malaysia, Indonesia, and Thailand, ensuring sustainable market penetration and accelerated sales growth
- By implementing a structured partner development program, I identified and onboarded wholesale distributors, dealer partnerships, and retail operators, equipping them with effective pricing strategies, inventory planning, and promotional frameworks to drive consistent revenue growth
- Executed retail selling strategies and in-store events that resulted in a 20% year-over-year sales increase, enhancing customer engagement and brand loyalty
- Managed and trained a team of 3 business development specialists, implementing SOPs to streamline partner outreach and sales negotiations
- Established compliance protocols for vending machine operations, ensuring adherence to local regulations and enhancing operational efficiency
Business Director
Lincoln Group Holding Pte Ltd
05.2014 - 04.2019
- Drove business development initiatives that expanded market presence in SEA, achieving a 25% revenue growth by negotiating favorable leasing terms for new retail locations
- Managed a licensing portfolio and leasing agreements, ensuring seamless market entry and compliance
- Established financial goals for wholesale sell-in and executed retail promotions, achieving a 15% growth in key markets
- Oversaw all contract negotiations, ensuring favorable terms that aligned with financial and operational objectives
Business Development Manager
Inteq Quotient Pte Ltd
01.2011 - 03.2014
- Achieved SGD 3.2 million in sales within three years by aligning solutions to customer needs and enhancing proposal quality
- Implemented just-in-time delivery practices, reducing inventory holding costs by 20% and maintaining a 35% gross profit margin
- Built partnerships with key manufacturers, facilitating new product launches and capturing additional market share
Senior Account Manager / Senior Sales Executive
Sony Chemicals Singapore Pte Ltd
07.2007 - 03.2010
- Managed a portfolio generating over SGD 11 million annually in the Eastern Asia region, covering 20% of the department’s revenue
- Successfully doubled sales in Taiwan and Southern China, achieving SGD 2 million in revenue for the fiscal year 2003
- Surpassed sales targets by 25% in Singapore, Malaysia, and Thailand, contributing over SGD 1 million in revenue
Education
Executive MBA -
Singapore Management University (SMU)
08.2025
Specialist Diploma - Digital Marketing & Analytics
Singapore Polytechnic
Graduate Diploma - Financial Management
Singapore Institute of Management
Advanced Diploma - Strategic Marketing
Singapore Polytechnic
Diploma - Mechanical Engineering (Industrial Automation)
Ngee Ann Polytechnic
Skills
- Cross-Regional Partnerships & Sales Growth
- Strategic Retail Expansion & Leasing
- Digital & Mobile Program Implementation
- Real Estate Negotiation & Management
- Sales Forecasting & Financial Planning
- Vendor & Partner Relationship Management
- Market Research & Expansion
- Contract Negotiation & Compliance
- Team Leadership & Development
- Supply Chain Optimization
Accomplishments
- Achieved a 1-fold annual sales increase since 2019, starting from SGD 1 million, through effective cross-regional partnerships and market-specific strategies.
- Drove SGD 50 million in turnover by 2024 through strategic leasing, cross-regional partnerships, and digital program implementations.
- Secured prime leasing contracts that enhanced store traffic by 30% and reduced costs by 15%.
- Ensured DTR activities were effectively integrated into sales plans, achieving a 25% increase in wholesale sell-in goals.
- Achieved 25% above sales targets, contributing over SGD 1 million in additional revenue across SEA.
Certifications And Skills
- Specialist Diploma in Digital Marketing & Analytics
- Proficient in MS Office Suite (PowerPoint, Excel, Word)
- Social Media Analytics & Digital Campaign Management
- Project Management & Leadership
- Shipping Incoterms & Supply Chain Management
Timeline
Business Development Manager
Pop Mart / Action City
04.2019 - Current
Business Director
Lincoln Group Holding Pte Ltd
05.2014 - 04.2019
Business Development Manager
Inteq Quotient Pte Ltd
01.2011 - 03.2014
Senior Account Manager / Senior Sales Executive
Sony Chemicals Singapore Pte Ltd
07.2007 - 03.2010
Specialist Diploma - Digital Marketing & Analytics
Singapore Polytechnic
Graduate Diploma - Financial Management
Singapore Institute of Management
Advanced Diploma - Strategic Marketing
Singapore Polytechnic
Diploma - Mechanical Engineering (Industrial Automation)
Ngee Ann Polytechnic
Executive MBA -
Singapore Management University (SMU)
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