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					Resumé


John (Yak Chow) Beh
Master of Technology Management (e-Business)
Graduate Diploma in Marketing Communications
Bachelor of Business (Banking & Finance) (Hons)
Personal Profile

Address:                         Singapore Changi Airport P.O. Box 104
                                 Singapore 918144

Contact:                         Residence       + 65 9793 1386
                                 Email           john@johnbeh.com

Date of Birth:                   15 November, 1969

Fluent Languages:                English, Malay, Mandarin, Hokkien, Cantonese

Nationality:                     Malaysian / Singapore Permanent Resident

Interests:                       Sports, International Current Affairs, Badminton

Computer Skills:                 Microsoft Office and Project; SAP; Airline Reservation Systems;
                                 Global Distribution Systems, Interwoven Web Content
                                 Management Tool; Web Design Software

Career Objective

Seeking a challenging career with a dynamic organization that offers the opportunities to tap on
my experience, knowledge and abilities to explore and grow, and enabling me to contribute
positively towards the organization’s profitability, goals and objectives.

Career Summary

November 1997 – Current          SilkAir (Regional Wing of Singapore Airlines)

                                 - Assistant Manager Commercial Systems & Reservations
                                 (December 2003 to Present)
                                 - E-Commerce Executive
                                 (January 2000 – December 2003)
                                 - Market Development Executive
                                 (July 1998 – January 2000)
                                 - Marketing Executive (SIN-Sales)
                                 (November 1997 – July 1998)

July 1997 – November 1997        Stamford Tyre Corporation – Singapore
                                 - Corporate Development Executive

Professional Expertise

   Exceptionally High Performance Standards / Proven Success
   Solid Commitment to the Achievement of Operational Goals
   Strategic Business Development / Marketing / Sales / Promotions
   Identification / Development / Implementation of Sales Opportunities
   Off & On-Line Product & Services Sales / Airline and E-Commerce Infrastructure
   Excellent Business Communication / Interpersonal / Liaison Skills
   Extensive Client Relationship Development / Customer Focused
   Proactive Team Member / Self-Directed / Works Independently
   High Self Motivation / Challenge Driven / Achievement Orientated



Resumé – John Beh – Page 2
Employment History

SILKAIR (Regional Wing of Singapore Airlines) – Singapore
Assistant Manager Commercial Systems & Reservations
(December 2003 – Current)

Reporting directly to: Manager Commercial Systems & Reservations & Vice President
Commercial

Key Functions:

   As the deputy to Manager Commercial Systems & Reservations, I am accountable for the
    day- to-day management and operations of the Commercial Systems and Reservations
    department of over 12 staff and one executive

   Perform route and revenue control by exercising proper yield management and proper
    Inventory management based on individual routes and market dynamics

   Manage sales and distribution cost especially those related to the global distribution systems
    through active and regular negotiations and building on existing direct sales channels such as
    the Internet

   Prepare a comprehensive technology platform with functionality based on the airline’s specific
    requirements, including efficiency, user friendliness and uncomplicated operation as well as
    offering new selling capabilities

   Implement best practice, quality and management techniques by proactively analyzing and
    monitoring deliverables to ensure milestones meet expected scope, quality, risks, budget and
    deadlines with minimal variance to planned costs, resources and customer services

   Develop innovative programs for advance travel bookings, inventory-controlled low fare
    products and group fares; devise direct marketing campaigns through the use of emails to
    target customers, and implement advertising and marketing both online and offline for the
    website to provide product exposure and increase sales through the Internet

   Demonstrate management flexibility and proficiency for achieving the strategic marketing,
    sales and e-commerce plans and projections by applying strong industry and product
    knowledge to realize revenue growth and profitability

Achievements:

   Efforts helped website exceed targets by over 100% with a growth of 40% over same
    period last year despite the impact of SARS and Bird Flu epidemic

   Help to reduce sales & distribution cost by 20 % through a series of successful
    negotiation and direct sales initiative

   Successfully integrated E-Commerce and Reservations into a single effective
    department

   Helped to cut over two major enhancements on the Reservations system –
    enhancement to minimize seats wastage by enforcing ticketing time limit and
    electronic ticketing.




Resumé – John Beh – Page 3
SILKAIR continued…

E-Commerce Executive
(January 2000 – December 2003)

Key Functions:

   Accountable for setting up, developing and driving an efficient E-commerce Department for
    the airline with overall responsibility for implementing and managing global business-to-
    consumer Internet sales with the prime focus on sales / marketing and products / services to
    ensure the brand objectives and goals were continually achieved

   Measured performance, using key performance indicators such as Internet sales, revenue
    and ticketing figures to ensure revenue objectives of the website were tracked and met

   Encouraged the change from traditional sales channels to the Internet and direct sales;
    analyzed new opportunities offered, and managed the new initiatives by internal staff training
    on an individual and group level

Achievements:

   Accredited for successfully developing the airline’s on-line business and creating the
    E-commerce unit, which resulted in a generating $2 million in revenue growth in the
    first year of operations and is currently growing at a double digit pace. The E-
    commerce website was launched in April 2002

   Involved in joint Singapore Airlines / SilkAir task force to determine future of SilkAir
    within the SIA group, involving evaluation of existing and various airline business
    models (including low-cost airline) to determine the best role for SilkAir in the future
    aviation scene

   Appointed to original Steering Committee in September 2000 for the setting up of the
    travel portal Zuji which was owned by 9 Asia Pacific airlines including Qantas.
    Involved in developing the business model, organisational and legal structure

Market Development Executive
(July 1998 – January 2000)

Key Functions:

   Head of Department with responsibilities for developing, implementing and reviewing the
    airlines communication activities, including annual marketing, advertising and promotional
    strategies to position the company as the preferred regional carrier

   Developed and implemented specific plans to enhance customer loyalty programs, including
    event management and website development, and drive the marketing initiatives to ensure
    the achievement of increased revenue

   Established, managed and retained strong client relationships by ensuring total satisfaction
    with all products and services, and by maintaining a high customer focus and public relations
    profile

   Planned, prepared and personally presented products, service and marketing initiatives at
    targeted companies executive levels to ensure ongoing business development

   Collaborated and liaised with internal parties, including SIA, sales, overseas stations, and
    external advertising agencies, media, consultants, tourism board, travel agents, airline
    partners and hotels

   Researched, analyzed and targeted new destinations and identified developmental business
    areas



Resumé – John Beh – Page 4
SILKAIR continued…

   Maintained an awareness of competitor activity, marketplace penetration, promotional
    strategies and product pricing, and positioned the airline appropriately to counteract any
    marketing threats

   Demonstrated an ability to maximise every opportunity to increase market share by innovative
    and creative executions to achieve on-going desired profitable outcomes

Achievements:

   Member of the Trivandrum taskforce to set up the company’s first Indian destination,
    which was successfully launched in 1999

   Assisted in organising a mega travel fair in 2000 during the SIA Millennium Celebration

   Assisted in securing several advertising and tourism awards for the company,
    including the “Creative Circle”, “RCS Ear” and “STB’s Most Innovative Regional
    Linked Product” awards

Marketing Executive (SIN-Sales)
(November 1997 – July 1998)

Key Functions:

   Assisted and supported the Country Manager Singapore in promoting brand awareness by
    developing and implementing innovative sales and marketing strategies, including identifying
    and establishing new distribution channels, high-yield products and business for target
    groups, e.g. aircraft charters and niche programs

Achievements:
 Pioneered several direct sales initiatives, including Internet sales and charter flights to
   Australia and China and was a member of the MI185 Disaster taskforce

July 1997 – November 1997

STAMFORD TYRE CORPORATION – Singapore
Corporate Development Executive

Key Functions:

   Reported directly to the Executive Vice-President, responsible for the main board listed
    company’s corporate communications and business development strategies




Resumé – John Beh – Page 5
Tertiary Education

   2001 - 2003              The University of Queensland – Australia
                             Master of Technology Management (e-Business)

   1998 - 1999              Marketing Institute of Singapore
                             Graduate Diploma in Marketing Communications

   1993 – 1996              Monash University - Australia
                             Bachelor of Business (Banking & Finance) (Hons)
                             * Second Upper Honours (HIIA)

   1987 – 1988              Catholic Junior College - Singapore
                             GCE “A” Levels
                             * Distinction in Mathematics

   1983 – 1986              Woodlands Secondary School - Singapore
                             GCE “O” Levels
                             * Distinctions in Mathematics, A Mathematics, Chemistry



Professional Training

                             Chartered Internet Webmaster Foundation Certificate
                             Mastery of Project Management
                             Electronic Commerce for Business Executives
                             Microsoft Office
                             SAP HR Module Training
                             Lotus Notes R5 Training
                             Airline Passenger Service Course
                             Airline Industry Course
                             Business Awareness Course for Managers



Memberships

                             Singapore Institute of Management
                             Air-Transport Executive Staff Union
                             Singapore Chinese Chamber of Commerce
                             Monash University Alumni

References

                             Available upon request




Resumé – John Beh – Page 6

				
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