COVER LETTER

Dear Sir / Mdm,

Re: Job Application
Please accept this cover letter as my application for a position with your distinguished organization. I have enclosed my
resume and briefly outlined my top achievements:
Au Chau Fashion & Cosmetics Co. Ltd. (ACFC), Subsidiary of Imex Pan Pacific (IPP) Group Vietnam
As the General Manager, I led ACFC Co. Ltd to become the second largest fashion retailer in Vietnam. I consolidated this
position by keeping the organisation in the forefront of the business, which is to distribute, operate and market mid-tier to
high-end fashion brands, namely Nike, GAP, Banana Republic, Calvin Klein Jeans, Calvin Klein Underwear, ck by Calvin
Klein, Tommy Hilfiger, Diesel, TUMI, Mango, Mango H.E., Mango TOUCH.
During my tenure, I have also accomplished the below:

Grown the total number of nationwide stores from 77 to 93 (as of August 2015)
Grown the number of nationwide distributors for Nikes Wholesale Business from 6 to 11 (as of August 2015)
Achieved 15.7% annual growth for stores sales revenue in 2013
Achieved 8.6% year-to-date (YTD) growth for stores sales revenue in 2015 (as of August 2015)
Exceeded the USD********* barrier for store sales revenue for the first time in December 2014, and did it again
the very next month in January 2015

Lynk Investment, Trading & Services Co. Ltd Vietnam

As the Managing Director, I negotiated and acquired the franchise to a high-end jewellery and fashion accessory brand,
'Enigma Lusso' from Hong Kong, and successfully set up the first of its private boutique in ********* City, on 27th
November 2011.
During my tenure, I have also accomplished the below:

Exceeded USD********* monthly net sales revenue twice, in the months of December 2011 and March 2012
Grew the number of Loyalty Card members from 14 at the end of Quarter 1 of 2014, to 38 at the end of my tenure
in November 2014. Loyalty Card members are customers who have made at least 2 purchases with total purchase
amount exceeding USD50,000

Shatec Institutes Singapore

As the Senior Sales & Marketing Manager, I was actively involved in the obtaining of the EduTrust Provisional award (by
Council for Private Education CPE) for Shatec Institutes. I was also in the committee which organised Shatec Institutes
25th Commencement Ceremony, the largest-scaled external event in their 27 years history.
The School of Applied Studies (SAS) Singapore
As the Programme Manager for both the GCE Ordinary Level Preparatory Courses and the range of Psychology Courses, I
successfully started the first ever GCE Ordinary Level Course intake with 44 students.
Management Development Institute of Singapore (MDIS) Singapore
As the Senior Manager of the Sales and Marketing Department, I was one of the members in the Matrix Team, involved in
the setting up of one of MDIS newest school, The School of Psychology and Early Childhood (SPEC).
Tyndale Education Group (TEG) Singapore
As the Centre Manager, responsible for the entire operations and the overall P&L of the Singapore Campus. In my first
year of appointment as Centre Manager, from July 2005 to June 2006, I led my team in achieving a 300% growth in profits
for the organization.

CL-1

Informatics Institute Singapore

Joining as a Sales Executive responsible for the sales of the Bachelor Degree Programmes, I have been awarded the Top
Sales Executive in my very first month upon joining the company in September 2001. I was again awarded the Top Sales
Executive for the month of November 2001. I was promoted to the position of Sales Manager within 4 months of joining
the company. As a Sales Manager, I led my team to clinch the Top Sales Team in the months of November 2001, January
2002, August 2002, November 2003 and June 2004.
I believe that with 20 years of multi-national experience in sales management and general management, across the
education and retail industries, I am much suited for this position. Please do not hesitate to contact me at +84 9 *********
should you need more information, or to set up a formal interview for me to better present myself.
Thank you for your time and consideration. I will be looking forward to hear good news from you soon.
Yours truly,

Goh Lian Soon, Gilbert

CL-2

RESUME
GOH LIAN SOON, GILBERT
307 *********Y TRINH,
HOMYLAND 2, 18-A16,
*********TAY WARD, DISTRICT 2,
********* CITY, VIETNAM
MOBILE PHONE: (84) 09 *********
EMAIL: *********

Objective:

To obtain a top managerial position in an organisation, where I can effectively apply my 20 years of sales &
general management experience, to achieve sustainable growth for the organization, as well as for myself.

Personal Data
Age
Date of Birth
Nationality
Singapore NRIC No.
Singapore Passport No.
Race
Blood Type
Languages Spoken
Languages Written
Health
Last Drawn Salary
Expected Salary
Availability

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37
11th November 1977
Singaporean
S*********Z
E*********C
Chinese (Hokkien)
O+
English (excellent), Mandarin (excellent), Vietnamese (very poor)
English (excellent), Chinese (excellent)
Excellent
USD6,500 (net)
USD8,000 (net and negotiable)
1 month

Mar00 to Feb02

University of South Australia

Bachelor of Management (Marketing)
Awarded 2nd Class Honors (Upper Division)

Jul94 to Jun97

Singapore Polytechnic
Diploma in Business Administration, Communication and Travel Management (CTM)
Option
Distinction in Computer Application in Business

Jan90 to Dec93

Gan Eng Seng School

GCE O Levels (Science Stream)
A-Grade (A1 & A2 in Elementary Mathematics and 2 ndLanguage (Chinese)

Education

Extra Curriculum Activities

Jul94 to Jun97:

Singapore Polytechnics Business Administration Club

Jan89 to Dec93:

National Cadet Corp (NCC). Held the rank of Sergeant and the Appointment of Company
Administration Sergeant (CAS).

Page 1

Experience
Dec12 to present:

Au Chau Fashion & Cosmetics Co. Ltd. (ACFC), Subsidiary of Imex Pan Pacific (IPP)
Group Vietnam

Holding the position of General Manager and reporting to Chief Executive Officer (CEO).

Managed the below personnel:

7 Brand Managers
5 Operation Managers
1 Supply Chain Manager
1 Engineering for Design & Development (EDD) Manager
1 Marketing Manager

To provide leadership and vision to the organisation with the development of long-term as
well as annual plans General Management.

To oversee preparation of Annual Report to summarise the organisations progress in

accordance to it short-term and long-term plans General Management.

To work on policy development and documentation General Management.

To develop the organisations efficiency and risk management General Management.

To ensure corporate integrity General Management.

To perform Board of Directors duties General Management.

To expand and establish the retail franchising operations in Vietnam and Cambodia Retail
Operations.

To finalise corporate alliances for franchise expansion with prospective international midtier fashion brands Retail Operations.

To ensure the timely targeted bottomline for the franchised brands Retail Operations.

To build relationship with the principals, franchisers, and key business partners Retail
Operations.

To strategise and execute in-store marketing activities which include events, promotions
and advertising Retail Operations.

To devise and implement incentive schemes for all levels of the organisation Retail
Operations.

To evaluate business proposals, inventory management, customer handling & satisfaction

and other core focus areas Retail Operations.

To ensure smooth execution and timely availability of products in stores Retail

Operations.

To implement corporate directives Retail Operations.

To escalate issues to franchisers which require their attention Retail Operations.

To assign budgets and goals, monitor and review the performances of the personnel
responsible for the budgets and goals Retail Operations.

To train and develop the middle management team of the organisation Retail Operations.

To provide recommendations regarding investments and cash strategies Financials.

To provide vision regarding overall financial health of the organisation Financials.

To provide leadership in long-term fiscal planning to ensure the continuity and solvency of
the organisation Financials.

To recommend effective utilisation of long and short term debt, including refinancing,
purchases and sales Financials.

Reason for leaving: Looking for new environment and new challenges.

Mar11 to Nov12:

Lynk Investment, Trading & Services Co. Ltd. Vietnam

Held the position of Managing Director and reporting to General Director.

Managed the below personnel:

1 General Affairs Manager
1 Chief Accountant
1 Operations Manager
1 IT Manager
1 Sales & Marketing Manager
2 Store Managers
1 Personal Assistant

Maintained the smooth and efficient operations of the organisation General

Management.

Provided direction and leadership towards the achievement of the organisations mission,
strategy and its goals and objectives General Management.

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May10 to Jan11:

Implemented the strategic goals and objectives of the organisation General Management.
Planned, directed and coordinated all aspects of the organisations operations Operations.
Ensured all operations run smoothly and in accordance to the organisations policies
Operations.
Developed and managed policies, systems and processes in line with statutory and
organisation requirements Operations.
Screened, interviewed, hired and trained employees for the organisation Human
Resource & Administration.
Provided the required discipline, evaluations and training required for the organisation and
all employees to be successful Human Resource & Administration.
Ensured daily paperwork and payroll matters are completed in a timely fashion Human
Resource & Administration.
Planned, monitored and managed business and finance strategies to ensure the organisation
stay profitable and sustainable Financials.
Formulated annual budgets for the approval of the General Directors Financials.
Prudently managed the organisations resources within the approved budgets Financials.
Established targets to departments on costs and expenditures Financials.
Planned and implemented sales and marketing strategies, including advertising and PR
Sales & Marketing.
Formulated market and competitors researches Sales & Marketing.
Managed and maintained relationships with external organisations and stakeholders Sales
& Marketing.
Developed, maintained and protected the organisations corporate image, reputation and
brands using suitable PR activities and intellectual property management Sales &
Marketing.
Planned and executed external communication channels so as to build awareness of
corporate direction, activities and objectives Sales & Marketing.
Planned and prioritised sales plans and activities towards achieving the organisations
business aims Sales & Marketing.
Reason for leaving: Head-hunted by a multi-national corporation (MNC).

Shatec Institutes Singapore

Held the position of Senior Sales & Marketing Manager (HOD) and reported to Chief
Executive (CE).

Managed all internal and external audits and ensure compliance to the requirement at all
times.

Managed all work processes to ensure compliance to the standards required under the
Council of Private Education, SOAPs (Standard Operating Administrative Procedures) and
other certifications and accreditation.

Developed partnerships and manage relationship with stakeholders both internally and
externally to advance the brand.

Planned and executed marketing campaigns, promotion and offers to support direct sales
activities.

Researched on market and competitors for continuous improvement.

Monitored enrolment status and analyze trends of registration to forecast likelihood of

successful enrolment and implement actions required.

Managed and motivate recruitment agents and oversaw the commission scheme.

Provided post registration, pre commencement support services to students.

Planned and managed annual budgets, key performance index, and crafting of policies and
procedures to support the Departments ultimately organisational financial health.

Charted staffs career progression within the department and within the organization
according to their desires as well as their competencies.

Provided market intelligence to support organisational strategies in curriculum development

& planning, market analysis, organisational improvement, etc.

Built relationships with government agencies and private organizations (pre-enrolment

medical examination provider, student insurance provider, accommodation provider, etc.)
to establish cordial working synergies and to be kept abreast of what are available in the
market, so that our hosts are well informed and well facilitated in their admissions.

Underwent Council for Private Educations (CPEs) site assessment and inspection in
August 2010 and successfully obtained EduTrust Provisional for Shatec Institutes.

Reason for leaving: Re-location to Vietnam due to family issues.

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Feb09 to Mar10:

The School of Applied Studies (SAS) Singapore

Held the position of Programme Manager.

Managed SAS GCE Ordinary Preparatory Course and range of Psychology Courses and
responsible for the respective intake targets.

Sourced for leads to be disseminated to the Programme Executives.

Performed Competitors Analyses for the Programme Executives so that they can counter
objections and comparisons raised by potential students.

Liaised and communicated with overseas university partners to improve the range, contents
and relevance of the range of Psychology Courses.

Organized Open Houses, Preview Sessions and Roadshows, including all logistical and
preparation works required.

Successfully commenced the first ever GCE Ordinary Level Preparatory Course for the
organization with 44 students.

Reason for leaving: The Executive Director whom was the one who asked me to assist him
at the organization has left.

Jan07 to Jan09:

Management Development Institute of Singapore (MDIS)

Held the position of Senior Manager of the Sales and Marketing Department.

Managed the Marketing staff in areas like marketing campaigns, photo-shoots, press
advertisements, MDIS newsletter, updating of marketing collaterals, events management of
Roadshows and Preview Sessions, liaising with external organizations like MediaCorp,
Singapore Press Holdings, advertising agencies and design houses.

Worked with all 5 Heads of Schools (MDIS Business School MBS, School of Mass
Communication SMC, School of Life Sciences SLS, School of Technology and eLearning STEL and School of Psychology and Early Childhood SPEC) to derive at
methods to improve the enrollment numbers and determine new directions and initiatives to
be taken up by the various Schools.

Managed the Product Managers on how to improve the respective programmes, creating
more awareness so as to improve the intake numbers.

Prepared Intake Reports, Sales Reports and Ranking Reports on weekly and monthly basis
to be submitted to the Management Council of MDIS.

Acted as the final point of check and approval for all commission and incentive claims for
Product Managers, Programme Consultants, students who provided referrals.

Managed all MDIS SDF, Scholarship & Bursary applications and submission to external
agencies like WDA, Mendaki, SINDA, NTUC, etc.

Was one of the members in the Matrix Team, involved in the setting up of one of MDIS
newest school, The School of Psychology and Early Childhood (SPEC).

Reason for leaving: An ex-colleague who was the Executive Director of SAS asked me to
assist him there.

Jul05 to Dec06:

Tyndale Education Group Pte Ltd

Held the position of Centre Manager.

Responsible for the entire operations and the overall P&L of the Singapore Campus, which
consists of 4 Schools, namely Tynda*********uage Centre, Tyndale Business School,
Tyndale Electronics School and Tyndale Unicentre.

Prepared sales and business proposals and recommendations to CEO and Directors to boost
and improve the business for the Singapore operation.

Pioneered and spearheaded the Corporate Division as a new channel to bring in more
businesses to the organization.

Sourced and appointed agents and resellers to increase the number of students and the sales
revenue of the organisation.

Sourced for leads, maintained the leads databases and disseminated these leads to my
Course Consultants.

Responsible for all marketing activities and campaigns, which includes liaising with
marketing agencies, media press advertisers and outdoor advertising firms.

Oversaw foreign students student pass applications and liaising with Immigration and
Checkpoint Authority (ICA) of Singapore.

Liaised and communicated with overseas university partners to improve the quality, range,
contents and relevance of the courses offered by the organization.

Maintained the exterior layout of the School, including cleanliness, landscaping, overall
decorations of the exterior and the notice boards.

Page 4

Worked closely with the academic team of lecturers and teachers to work on the scheduling
of courses and to improve teaching methods and contents.
Achieved 300% growth in profits in the very first year of my appointment as Centre
Manager, from Jul05 to Jun06.
Reason for leaving: Looking for better career prospects and challenges.

Sep01 to Jun05:

Informatics Institute

Held the position of Sales Manager.

Trained my Sales Executives to achieve their individual sales targets, and ultimately to
meet the cumulative sales target assigned to the team under my charge.

Sourced for leads and disseminating of these leads to my Sales Executives.

Organised preview talks and roadshows or trade fairs that the company participates in.

Reviewed my Sales Executives on a weekly basis, to ensure objections and difficulties are
solved, targets are met and growth is achieved.

Participated in meetings with the Executive Director of the compan********* a weekly

basis, on sales performance and how to achieve higher sales figures.

Achieved Top Sales Performer for the months of September 2001 and November 2001.

Achieved Top Sales Team for the months of November 2001, January 2002, August 2002,
November 2003 and June 2004.

Reason for leaving: Better opportunity came along.

Jul00 to Dec00:

Televone Global Pte Ltd (Contract Position)

Held the position of Sales Executive.

Promoted and sold their IDD call services to potential corporate clients.

Answered queries from both existing clients and potential corporate subscribers.

Made cold calls (telemarketing) to source for potential clients.

Called on and visited existing subscribers to obtain feedback on the services, which will in
turn, be feedback to the Management.

Formulated marketing plans for the future with the Marketing Department.

Participated in Management Meetings to improve the services and systems.

Reason for leaving: Contract ended.

Feb00 to Jul00:

Agilent Technologies Spore Pte Ltd, IT Department

Held the position of IT Co-ordinator.

Handled applications of mobile phones, roaming phones, pagers and ICC Cards for Agilent
employees.

Worked closely with Singtel on the servicing, billing, troubleshooting, etc, of these matters.

Applied and issued Net Access Token Cards for Agilent employee.

Answered general telecommunication enquiries from Agilent employees.

Reason for leaving: Services out-sourced to First Mobile.

Aug97 to Feb00:

National Service (2 years), Motor Transport Coy in SAFTI Military

Institute

Held the position of Admin Support Assistant.

Assisted the OC (Officer Commanding) in most administrative aspects.

Handled daily job responsibilities, which included filing; data entry; personnels leave
applications; and bonus and incentives claims, etc, for the department.

Scheduled monthly guard duties for the personnel of the department.

Formulated several Microsoft Excel spreadsheets to ease and speed up the various areas of
my work.

Reason for leaving: ORD.

Dec96 to Jun97:

GCI Marketing, Tele-Marketing Department

Held the position of Supervisor of the department.

Oversaw the operations of the department.

Reported to the management on the results achieved by the department during my shift.

Involved in the recruiting, interviewing and screening of potential applicants for the
position of telemarketers.

Conducted training to new staff of the department.

Reason for leaving: National Service Enlistment.

Page 5

Professional Certifications and Qualifications Attained

Capital Market & Financial Advisory Services (CMFAS) Module 5 awarded by Singapore College of Insurance (SCI)
in April 2004.
Capital Market & Financial Advisory Services (CMFAS) Module 8 awarded by Singapore College of Insurance (SCI)
in April 2004.
Capital Market & Financial Advisory Services (CMFAS) Module 9 awarded by Singapore College of Insurance (SCI)
in April 2004.
Certificate in Health Insurance (CHI) awarded by Singapore College of Insurance (SCI) in April 2004.

Other Skills and Abilities

Soft skills:

Leadership and Management skills Excellent

Communication skills Excellent
Negotiation skills Excellent
Presentation skills Excellent
Time management skills Excellent
Problem solving skills Excellent
Sales & Marketing techniques Excellent
Closing techniques Excellent

Computer skills:

Lotus SmartSuite Excellent

Microsoft Windows Excellent
Microsoft Office Excellent
Microsoft Dynamics CRM Intermediate
Microsoft Navision Intermediate
TradeNet Beginner
ACCPAC Intermediate
Adobe Photoshop CS6 Intermediate
RetailPro POS Software Intermediate
Bravo POS Software Intermediate
Adobe Illustrator CS6 Beginner
Adobe Dreamweaver CS6 Beginner
Adobe FreeHand CS6 Beginner
Able to type 40 to 50 words a minute.

References

Ms Theng Soo Ting

Senior Vice President, Human Capital
Shatec Institutes
21 Bukit Batok Street 22
Singapore 659589
Mobile: *********
Email: *********

Ms Nur Shyairah Binte Salleh

Programme Manager (Former)
The School of Applied Studies (SAS)
9 Penang Road, #09-09, Park Mall
Singapore 238459
Mobile: *********
Email: *********

Mr Jacob Tan Kok Meng

Programme Consultant
Management Development Institute of Singapore (MDIS)
501 Stirling Road
Singapore 148951
Mobile: *********
Email: *********
Page 6