Clarence Ching

Accomplished FMCG Leader in Supermarket and with Distributor in Category Management, Procurement, Distributor Management, Brand Building and Supply Chain Logistic. Skilled in developing sales strategies, executing go-to-market plans, managing stakeholder relations and driving bottom-line growth.

RETAIL SALES DIRECTOR | QB FOOD TRADING PTE LTD

September 2024 – September 2025 

• Achieved $20M turnover in 2025 with consistent annual growth by managing 16 international brands and aligning sales strategies with brand owners and internal budgets.
• Increased House Brand Shredded Cheese market share by executing strategic space buys across key supermarkets and increased distribution point, resulting in 28% increase in both sales value and volume.
• Improved House Brand Sausage market share through in-store space optimization, increased in distribution point and tactical promotion, with 6% increase in sales value & 4% in volume.
• Pioneered a new route-to-market by launching 3 snack brands into 150 outlets of petrol marts and 15 bookstores via a sub-distributor, with sales estimation of total $10k per month and distribution points increased averaged 10% across each brand.
• Successfully introduced 1 house brand and 2 international brands into a major supermarket chain, securing shelf space in 30 outlets, with sales estimation of total $20k per month. 
• Negotiated and reinstated a delisted brand into a key supermarket chain, expanding its distribution to 30 outlets, with sales valued at total $10k per month.
• Spearheaded co-packing efforts with a major retailer to launch 4 new house brand products across 17 outlets, with sales value total $8k per month.
• Achieved rapid sell-out of indent frozen turkey (seasonal inventory) worth $100k within 60 days through close collaboration with key account manager, internal logistic and retailer.
• Initiated quarterly business review with key retailers to address sales/logistic/merchandising/service level to achieve desired sales outcomes and narrow gaps.
• Conducted joint business planning with key retailers to map out sales and marketing strategies and launch of new or seasonal products and to secure co-packing of house brand opportunity.
• Scheduled weekly market visit for key account managers to check on internal and competitors’ product assortment, price promotion, planogram, in-store activities and new launches.
• Scheduled weekly store visit with merchandisers to understand field operation and provide guidance and support. 
• Boosted morale of team and improved sales performance by 5% through introducing a new incentive program for sales merchandisers and key account managers.
• Enhanced department’s accountability by updating trade costing data by retailers into SAP. 
• Collaboration with marketing on trade promotion strategies, promotional pricing and new launches based on market research and competitor analyses.
• Improved monthly demand forecast accuracy (<90%) by redesigning the stock forecasting model with procurement to account for baseline sales, planned price promotions and secured space buy of each retailer.
• Bi-monthly session with finance to review account receivables and reconciliation or accrual of trade spent into P&L.
• Scheduled monthly session with key account managers, sales merchandisers and marketing to address matters in relation to product, price, promotion and place (distribution) and share competitor update.
• Preparation of quarterly sales report, in-store activations, progress of new product listing and competitor analyses for business review with principles’ brand. Established strategic and forward business plan for alignment and execution. 

BUSINESS DEVELOPMENT MANAGER | FRESH N NATURAL FOODS PTE LTD

June 2018 – August 2024

• Achieved $25M turnover in 2020 with consistent 8-10% annual growth by managing 14 international brands and aligning sales strategies with brand owners and internal budgets.
• Strengthened the company’s brand portfolio by acquiring 4 new and transitioning 5 existing brands through distributor negotiations, marketing planning, and route-to-market strategies.
• Improved brand exposure and market share by launching digital marketing campaigns for 7 brands over 2 years, resulting in increased consumer engagement and sales.
• Introduced specialty cheeses to a key retailer, establishing a new high-value growth category with sustained momentum.
• Motivated sales teams by aligning incentive structures with performance metrics, resulting in consecutive achievement of sales incentives.
• Recognized as the top-performing country in S.E. Asia for an international brand with a 21-day shelf life through strong sales execution and coordination.

SENIOR BUSINESS MANAGER | NATRAD FOOD PTE LTD

February 2014 – May 2018

• Managed a $20M turnover with 8% YoY growth by leading a cross-functional team overseeing 200 SKUs and conducting regular business reviews to align brand strategy.
• Drove a record-breaking campaign selling an additional 30 tons of cheese in 3 months, the highest in company history.
• Delivered 30–38% YoY growth in cheese category sales in Singapore and 12–15% in Malaysia by optimizing promotions and channel execution.
• Boosted team productivity with an incentive program tailored for Sales Coordinators.
• Expanded product range to e-commerce channels, achieving 10% annual sales growth.
• Increased customer service levels by 5% through optimized order picking and delivery processes.
• Enhanced invoicing accuracy by updating customer costing in SAP.

SENIOR BUSINESS MANAGER | ANGLISS SINGAPORE

September 2012 – February 2014

• Grew sales of a dairy brand by 12% and 12 tons volume through focused promotional planning and team execution.
• Improved profitability by reprioritizing profitable brands and eliminating low-margin SKUs.
• Reduced 3PL and warehouse costs by 5% through successful renegotiation.
• Developed measures for receivables recovery, reducing outstanding dues from supermarket accounts.
• Created a new forecasting model to improve ordering precision aligned with promotional activities.

CATEGORY MANAGER (INTERNATIONAL SOURCING) | NTUC FAIRPRICE CO-OPERATIVE

2010 – 2012

• Generated an additional $1M to $1.5M in sales by sourcing 250 SKUs from the USA/UK/EU with up to 90% sell-through and optimizing planogram placements with Space Management.

CATEGORY MANAGER (DAIRY & FROZEN) | COLD STORAGE SINGAPORE PTE LTD

2006 – 2010

• Grew market share by 10–12% in key categories and achieved 85% of marketing income targets by developing strategic supplier relationships and seasonal category planning.

DIVISION MANAGER (BAZAAR DIVISION) | CARREFOUR PLAZA SINGAPURA

2005 – 2006

• Reduced slow-moving inventory by $200K and improved stock turnover by 10 days while increasing overall sales by 5% through assortment optimization and staff alignment.

DEPARTMENT HEAD | CARREFOUR SUNTEC CITY

1997 – 2004

• Sourced premium French perishables and boosted sales productivity, ranking #1 in S.E. Asia for Dairy & Frozen and achieving 8% average annual growth in Grocery.

• Diploma in Retail Management, Singapore Institute of Retail Studies (2008–2010)
• Diploma in Business Administration, Singapore Polytechnic (1989–1992)