1. Resume
Personal Details
Surname: Ee
Given Name: Kong-Seng
Preferred (international)
telephone number:
+012-3020026
Preferred (international)
fax number:
Email: eekongseng@gmail.com
Address :
37, Jalan Anggun 3 Amelia
Garden Home ,Desa Parkcity
52200 Kuala Lumpur
Current company of
employment
MY SHELL MALAYSIA TRADING SENDIRIAN BERHAD
Skill Pool(Group) Commercial and Retail
Skill Pool Commercial Business to Business (B2B)
Current Employment Details
Continued
Type Trading
Base Country MY Malaysia
Company
MY SHELL MALAYSIA TRADING SENDIRIAN BERHAD
Date joined August 1988
Other relevant details
Education Social Science & Humanities (Hons)-Second Class Upper, National University of
Malaysia
Languages English(Fluent) – written & spoken
Bahasa Malaysia(Fluent) – written & spoken

2. Indonesian National Language (Fluent)- written & spoken
Mandarin(Fluent ) – spoken
Dialects : Chinese – Hakka(Fluent), Cantonese (Fluent) ,Hokkien (Fluent) –
spoken
Competencies & Skills * Behavioural Competency
Level Required Level Achieved
Customer Focus 4 4
Change Orientation 3 3
Empowerment 3 2
People Development 3 2
Performance Focus 5 4
Risk Taking 4 3.5
Team Work 5 4
Functional Competency
Customer Focus 4 3.5
Commercial Lubricants 3 3
Commercial Fuels 3 2
Product & Associated 3 3
service
Pricing 3 3
Direct Commercial 3 2
Technical service 2 2
Training and Development
and experiences*
1990 Advertising & Promotion Workshop
1992 Executive Development Program
1993 Influencing Skills
1993 Professional Selling Skills
1994 Financial Accounting
1994 Industrial Lubes Workshop
1995 Selling & Negotiation Skills
1996 Managing Self Program
1997 Customer Service Delivery
1998 Working with Change & Transition
2000 Business Management Skills
2000 Market Segmentation & Development
2000 Transport Sales Academy
2000 Grease Development Workshop
2000 Managing Self
2000 Managing People
2001 Coaching for Performance
2002 Advance Professional Selling Skills
2002 Challenges in Pricing
2002 CVPs Development
2002 Brand Management
2002 Project Management By the Numbers
2002 Transport Sales Academy 2 (Vietnam)
2003 Key Principles of Value Based Marketing
2003 Challenges of Customer and Market Analysis
2003 Market Research Workshop (Synovate)
2003 Advertising Workshop (JWT)
2004 Channel Management (Beijing)
2004 Marketing Challenges (That You Never Knew) (Beijing)
2004 Transport Sales Academy 3 (Jakarta)
2005 SEA Advance Brand Workshop (BKK)
2005 Art of War – Competitive Selling workshop
2005 Up Sell & Up Trade Workshop
2010 Advance Industrial Lubricants Workshop
2011 Advance Diesel Engine Oil workshop
2012 Delivering Indirect Channel Excellence (DICE) 1 Professional
2012 DICE 2 Advance (Jakarta)
2012 Base Oil Fundamental Training
2012 Base Oil Manufacturing
2012 Base Oil Introduction to Finished Lubricants

3. 2013 Technical Framework For Distributors (Guangzhou)
2013 Leader of Team (LOT) 1 & 2
2013 Works 360 :Selling Through Sectors
2015 Advance Value Selling
2015 Naeosis Technical Competency for Value & Cross Sell
Additional Information
References* 1.Au Tong Sing :: 017-2483362 ,General Manager, Shell Malaysia Trading Sdn Bhd
– Commercial Lubricants , Malaysia/Singapore ,Taiwan ,NZ, Myammar ,PNG
,Cambodia
2.Borhan Zainal :012-2911854 ,Director & General Manager, Shell Malaysia
Trading Sdn Bhd – Commercial Business (Fuel),Malaysia/Singapore
3.Ahmad Fitzrie Baharom Alam Shah :014-9690901 ,Head Brand & Communication,
Petronas Lubricants Marketing(M)Sdn Bhd
4.Ling Sheau Ling :+6012-3750189 , Base Oil Sales & Marketing Manager ,
Petronas Lubricants International Sdn Bhd
Career History *
Start : Jan/2012 Highlights: Leading B2b Indirect (Distributors) Sales Team
Responsibilities
1.Manage, coach and inspire a sales team of 3 consisting Accounts
Manager & Key Accounts Manager , a Marketing Specialist ,Front Line
Technical Service Engineer toward profitable growth.
2.Accountable for overall team performance (Volume, Proceed, C3, Unit
C3, Premium Growth, Credit, and Controllable Cost).
3. Jointly with Global Marketing and Technical Team to access business
performance, Strategy, CVPs, Price Management and Customer Offer book
and take appropriate action to improve performance. Develop
Distributors’ Account Plans based on agreed strategy to develop
profitable customers within areas designated .
4. Ensure the sales team effectively implement Sales 1st, Price
Management, Demand Forecast Accuracy(DFA) and Distributor Offer book
5. Monitor and achieve sales productivity performance indicators such
as: Pipeline Strength, Target Delivered, Hit Rate, Cycle Time, Customer
Churn, Volume, Proceed, Total C3 and Unit C3 per Account Manager.
6. Accountable for personal and team development and arrange appropriate
training to achieve goals and improve competencies to effectively
perform in their roles.
Financial Summary;
Exceeded 2014 targets despite extremely tough environment as follows;
 Premium or synthetic C3 growth ; 112.7%
 Total gross C3 ; 102.3% ,DSO ;120.1%
Excellent SKUs sales forecast accuracy & optimization of delivery route
resulting in huge saving for LSC (Lubes supply chain)- close to RM1.0 mil in
2014
End : To date
Position : Sales
Manager,B2b
Distributors –
Global
Lubricants
Employing
company
: Shell
Malaysia
Trading

4. Financial History :
Year 2012-2014 :
 Grew 207% unit C3 margin ,grew 147.8% gross C3 margin
 Transformed 1.5 million liters of Rubber Processing Oil(RPO – Flavex,
Catenex ) target into finished products
Top Sales Performer (B2B Lubricants) for year 2007-2011 with average 113%
above target for both margin & proceed with excellent collection index
Start : Mar/2006 Highlights:
Won plantation conglomerate tender for 3 years contract with 501,600 liters
new volume from competitor(Castrol) + 15 months extension
Developed & secured Japanese Construction OEM Genuine oil (KGO) with 2.2
million liters per year new volume( C3 USD 1.32 million)(removed Repsol ,
Castrol, Pennzoil) as NTS
Secured Japanese Automotive OEM GPO (removed Castrol)with 300,640 liters a
year
2010 Global Gladiator Award for Best Key Account Manager , Malaysia
Other main responsibilities:
*preparing sales forecasts ,margin, Sell To price thru Cost Build Up & global
margin aspiration for Genuine Parts Oil(GPO)
*giving appropriate guidance & support to the Sales Team on transport
engineering & evolution especially non transport Sales
*coaching & guiding the new Account Manager
*leading the sales team to achieve the desired results thru sharing best
practices(sales, technical, tactical),
*worked with Pricing Manager to formulate effective pricing for major tenders
Worked with Global Key Account Manager – to formulate strategies & campaigns
to increase sales for Japanese & European OEMs
Initiated meeting with Indirect & resolved channel conflict
Simplified GPO SKUs to reduce complexity to LSC
Formulated Price Mapping & Sell Out prices for GPO for pre, warranty & post
Sales guidance for Japanese OEM Sales people how ,where & what & who to sell
to with GPO thru technical application coaching
Monthly performance
tracking against forecast with GPO Parts Manager on Sell Thru to achieve
targeted volume (post warranty)
Jointly developed with Marketing sales promo & royalty program for Japanese &
European GPO
End : To date
Position : Key Account
Manager - OEMs
+ Transport
,Global
Lubricants
Employing
company
: Shell
Malaysia
Trading
Start : Jan/2002 Highlights: Improve Brand Acceptance in 2001-2005
2001 2002 2003 2004 2005
DEO(Diesel Engine Oil) market 34 35 36 36 N/A
share
2001 2002 2003 2004 2005
Brand preference 27 36 40 42 N/A
Developed and implemented robust country marketing plan, driving high ROI on
End : March/2006
Position : Marketing
Manager ,
Global
Lubricants(B2B
& B2C)- ASEAN
Plus

5. Employing
company
: Shell
Malaysia
Trading Sdn Bhd
the marketing spend and supporting delivery of T&R.
Carry out customer, competitor ,pricing and market analysis to understand the
needs of the market and shape the customer value proposition
Also responsible for product mix analysis ,key portfolio issues &
recommendation & trend analysis (packs/SKUs)
Setting up the targets and lining up specific action points each channel would
be responsible for in order to achieve them
To maintain channel demarcation in pricing ,CVPs and policy in each channel
for a sustainable business growth and a more profitable proposition and
ensuring channel harmony among channel partners
Carried out findings(market research) (Synovate)on gear oils ,parts shops
channel, construction strategy ,fishing trades, Shell branded workshop ,brand
tracker, generating customers insights & translate them into offers & program
for the channel/trade
Working closely with the global agency(JWT) for effective POS materials(flag
lines, display rack, specific segment & trade brochure, trade nites deco,
tagline )
Craft robust trade incentives (meeting target trips)’,promo( free oils ,bundle
offer, up sell & cross sell campaign), display competition (SPS) & roadshow
for the channel/trade(IWS ,FWS & SPS )
Provide the agency communication brief ,visual adaption, strategic location &
financial resources for ATL/BTL (billboards, newspaper ad)spending & calendar
slot
Check and review with Sales Managers on the effectiveness of trade/channels
offers
Implement Shell Rimula Express Branded Workshop for quick and effective oils
service with offerings(tyres ,general repairs, fast food, towing, washing,
rest area)
Streamline mandates for Account Manager & Sales Manager and streamlined list
prices for both East & Peninsula Malaysia
Worked with Global Product Manager for new product introduction ie upgraded
Rimula D 40 from API CD to CF for distributors’ market that require
competitive mono grade
SKUs deletion (removed grease cartridge & 1 kg packing)to reduce plant
complexity
Simplified SKUs to align with market needs
Maintaining East Malaysia 's market share of 70% and profite
Demonstrated cooperation and seek opinions from Class of Market(COMs) prior to
implementation
Successfully implemented many of the important initiatives in the lubricants
business in Malaysia/Singapore such as :
i.Channel management for both Industrial & Diesel Engine Oil (DEO) both Direct
and Indirect .Managed well channel conflict B2b & B2C especially pail packing
ii.Rimula (Engine oil)& Tellus(hydraulic) Revitalization
iii.aggressive branding and communication activities in support of DEOs &
Industrial
iv.sustainable lubes margin
v.CVPs - Lube Clinic/Videocheck/Saving Calculator for new conversions in
Peninsula and cross sell/up sell in East Malaysia
vi .Sharing & adopt best practices with other ASEAN countries
vii .Route To Market(Distributors Rationalization)
viii.Cost To Serve – introduced telesales as most appropriate service provider
for smaller customers that don’t require inter face meeting (F2F)
viv. Enterprise 1st
behavior among business functions
Craft 12 months marketing initiatives calendar for distributors with clear
objective ,key needs ,message ,target segment & implementation party and run
PRI (post implementation review) with Sales Managers for every dollar spend

6. Regular monthly performance review & tracking against forecasted profit with
Sales Manager direct & indirect & Account Manager .
Regular meetings with Account Manager to check on Shell’s competitive
positioning
Draft contingency plan to close the gap of shortfall eg.sales promo & tactical
price support
Conduct courses for sales team to sell based on value proposition rather than
price & relationship alone (Effective Selling Skills /Sales Academy - Value
Selling )
Start : Feb/2001 Highlights: Responsible for renewing and winning key accounts or contract and
OEMs development .
Secured three major competitors' accounts :
+ Fuels & lubricants business worth 30 million litres per annum (a major
public bus company)with C3 US$0.8 million/year from Caltex and later part
lubes(Castrol) valued for C3 US$25K
+Secured a two year contract with an European OEM ,converting from Caltex.
Contract valued at C3 US$63K and 240KL per annum
+Secured lubes supply to central region of a Public Listed Transport Company
from Castrol to supply 72KL a year generating C3 US$19K .
Other main responsibilities:
*expanding the customer base
*achieving agreed sales target both individual & team
*preparing sales forecasts
*giving appropriate guidance & support to the Sales team
*coaching & guiding the new Account Manager
*leading the sales team to achieve the desired results
Crystal Award for Best Account Manager ,Transport
Code 40 Award
End : Apr/2002
Position : Senior
Account Manager
(Fuel +
Lubricants)
Employing
company
: Shell
Malaysia
Trading Sdn Bhd
Start : Jan/1999 Highlights: 1999-early 2000
Reduced unused credit items from average RM$18 million per month(due to SAP
implementation) to RM$3 million monthly
Generated a 2% gasoil performance over target in the face of extreme
competition and adverse cost position
Volume for lubricants was 8 % higher than target at 2,546 KL
2000
Continue the focus and direction adopted for the dealer market achieving a
strong performance for year 2000 with US$4.5 million C1 margin
as part of Central sales efforts to secure more new accounts especially in the
key sectors, participated in team project to convert key competitors'
Commercial Road Transport accounts :
i.a public listed CRT (won back business from Caltex)
ii.a major construction company with head office in PJ(Caltex)
generating some 4.7 million liters of gasoil and over RM$440K C1 margin up to
end 2000 .
Awarded Best Business Development Executive for Year 2000
Awarded Code 40 for best Commercial achiever
End : Jan/2001
Position : Business
Development
Manager,
Wholesales
(Fuel +
Lubricants)
Employing
company
: Shell
Malaysia
Trading Sdn Bhd
Start : Jul/1997 Highlights: Reduced over traded accounts by 50% as per required as target
Streamlined Bitumen & LPG accounts into CSC credit management process
End : Jan/1999

7. Position : Credit
Specialist,
Customer
Service
Centre(CSC)
Developed proper control/credit procedures for Telemarketing customers
Employing
company
: Shell
Malaysia
Trading
Start : Dec/1994 Highlights: Fishing Trade
Developed direct Industrial Gas Oil (IGO) business trade with fishing boat
owners which has traditionally being serviced by competitors' dealer channel
Improved the overall East Coast gasoil & lubes volume with additional 18
million liters per month & 124KL per year respectively from this new sector
despite stiff competition with local traders and the market dominant by
Petronas with cost advantage
Implemented sound credit management to manage the credit risk by securing many
guarantees(especially bank guarantee) which was very difficult to be obtained
in East Coast business environment
Direct Trade
Converted and successfully defended one of the largest iron & steel mills in
East Coast then from Caltex & Mobil generating 100 drums/month of high
temperature greases to Shell's East Coast volume .
Secured the initial fill volume for a cement company in Kuantan (first & only
cement plant in East Coast) contributing up to 100 drums of lubes and greases
to Shell
End : Jul/1997
Position :Commercial
Executive, East
Coast (Fuel +
Lubricants)
Employing
company
: Shell
Malaysia
Trading Sdn Bhd
Start : Jan/1990 Highlights: Successfully converted a number of CRT customers under the Pan
Malaysian umbrella, effectively widening the customer base of Pan Malaysian
from traditional plantation/agricultural dominated .
Secured and successfully defended a cement manufacturing account(both
Rawang/Kanthan) worth US$0.79 million per year thru direct negotiation
Secured key OEM Volvo franchise workshops (Federal Auto) 100% lube oil supply
(PCMO) removing Exxon
Undertook major exercise to clear old outstanding items for a government
(GLC)telecommunication company dating back to 1980 worth about US$105,263.00
Prior to leaving Pan Malaysian business was developing further diversification
of Pan Malaysian business through targeting key construction accounts like YTL
& IJM .
End : Dec/1994
Position : Marketing
Executive, Pan
Malaysian
Accounts(Fuel +
Lubricants)
Employing
company
: Shell
Malaysia
Trading
Start : Aug/1988 Highlights: Was the pioneer batch recruited for the project Shell Card
business. Responsible for marketing fleet card to fleet owners(Chinese
companies)
Managed to successfully convert many of Mobil's major customers especially CRT
(Commercial Road Transport)operators
Awarded Best Shell Card Marketing Executive in 1990
Awarded Highest Achiever Competitors Conversion in 1989
Consistently maintained Top Performer status during the tenure in Shell Card
End : Jan/1990
Position : Sales
Executive –
,Shell
Card,Retail
Employing
company
: Shell
Malaysia
Trading