TatFu Ryan Lam
Birmingham,United Kingdom
Summary
With over 20 years of experience in five renowned sports companies, I have a strong foundation in sports product knowledge, sales, marketing and merchandising. As a Sales Manager at On and New Balance, I developed the leadership skills and became a well-rounded salesperson.
Overview
18
18
years of professional experience
6
6
years of post-secondary education
1
1
Certification
Work history
Sales Lead
On Hong Kong Limited
Hong Kong
2022.02 - 2024.11
- First employee in HK
- Set up Hong Kong Office from 1-man to a team of 6 in 18 months
- Reposition brand image in local marketing by 360 degree approach
- Executed global brand direction in HK & Macau market by phased out distributor model to key account model
- Phased out ex-distributor which 80% of total HK business)
- Approached Sports Chain to absorb ex-distributor's orders
- Determine new key account to enhance distribution, business growth 200% in running within 2 years
- Drive & host marketing events, promotion plans with key accounts
- Conduct community running events with relevant partners (Fitness studios, running communities, sports watch brands, etc)
- Manage PR Marketing (Celebrity, KOL seeding, Online Media)
Sales Manager
Xtep Retail Limited
Hong Kong
2020.01 - 2022.01
- · Responsible for the promotion of Merrell & Saucony
- · Manage all wholesales accounts in Hong Kong & Macau
- · Assisted the takeover of Mirabell Distribution
- · Enhance product differentiation & segmentation, allocate right products to right accounts e.g. allocate Merrell 1trl (lifestyle account) in lifestyle accounts, which encouraged other lower tier accounts to invest in take down version then sales growth
- · Initiated & organized the collaboration Merrell with Lifestyle partner 432hz to host a Fashion Event to rebuild brand image, KOL seeding, Media Invitation which utilized personal network, Event set up
- · Initial the collaboration with running specialty, Cam2 as strategic partner to host a virtual run during COVID to support re-branding
- · Resulted in sales growth of 80% in Merrell, 100% in Saucony
Regional Sales Manager
K-Swiss Global Brands
Hong Kong
2019.07 - 2022.01
- Responsible for the promotion of K-Swiss & Palladium
- Manage all wholesales accounts in Hong Kong & Macau + Distributor accounts in APAC (incl. Australia, Cambodia, China, Japan, Korea, Philippines, Vietnam)
- Manage a team of 8 to achieve yearly target, functions incl. Sales, Merchandising, Marketing, VM
- Develop sales & brand strategies and promotion with marketing team
- Regional Merchandising Strategy & Product Segmentation
Sales and Merchandising Manager
New Balance Athletic Shoes HK Ltd.
Hong Kong
2012.03 - 2019.04
- Manage all wholesales accounts in Hong Kong & Macau
- Set monthly & yearly budget; manage the team to achieve budget
- Manage key accounts' yearly target & rebate
- Develop sales strategies and promotion with marketing team
- Manage a team of 3 including Sales and merchandiser
- Merchandise for the Hong Kong market
- Pricing comparison & product segmentation for Hong Kong assortment
Assistant Sales Manager
Team and Sports Ltd.
2009.06 - 2012.03
- Responsible for the promotion of Umbro Product
- Manage wholesales accounts, also in-charge the consignment counter in department store & sports chain.
- Set monthly budget & yearly budget; manage the team to achieve budget
- Discuss with product team & provide sales history for ordering inline product
Sales Executive
High Performance Sports Limited
2007.09 - 2009.06
- Responsible for the promotion of The North Face Product
- Conduct sales activities with retail and department stores, assist them to attend trade show and place order; arrange product delivery and replenishment
- Discuss with product team & provide sales history for ordering inline product
Sales Executive
Swire Resources Limited
2007.03 - 2007.09
- Responsible for the promotion of swimwear, accessory and apparel of the company, product line includes Arena, Speedo and Champion
- Conduct sales activities with retail and department store, assist them to attend tradeshow and place order; arrange product delivery and replenishment
- Management accounts' inventory and depletion
- Conduct sales promotion activities such as road show and bazaar
- Prepare managerial report and assist supervisor in setting monthly target
Education
BA (Hons) - Marketing
University of Portsmouth
United Kingdom 2007.09 - 2010.03
Diploma - Mechanical Engineering - Mechatronics
Institute of Vocational Education - Haking Wong
Hong Kong 1998.09 - 2000.05
Postgraduate Diploma - Marketing Communication
Informatics Academy
Hong Kong 2006.03 - 2007.07
Skills
- Sales and Account Management
- Business Growth
- P&L Management
- Product Assortment Planning
- Trade show Organization
- Merchandising Management
- Product marketing understanding
- Trade marketing
Languages
English
Intermediate
Chinese
Fluent
Certification
- Asian Academy for Sports & Fitness Professionals, Certification in Sports Science & Fitness Foundation
- Asian Academy for Sports & Fitness Professionals, Distance Running Instructor Certificate
- United Endurance Sports Coaching Academy, Certification Running Coach
- National Council on Strength & Fitness - NCSF, Certified Personal Trainer (NASM-CPT)
- City & Guilds, International Award in Barista Skills
Accomplishments
Immediate available, via BNO Visa with right to work without sponsorship
Timeline
Sales Lead
On Hong Kong Limited
2022.02 - 2024.11
Sales Manager
Xtep Retail Limited
2020.01 - 2022.01
Regional Sales Manager
K-Swiss Global Brands
2019.07 - 2022.01
Sales and Merchandising Manager
New Balance Athletic Shoes HK Ltd.
2012.03 - 2019.04
Assistant Sales Manager
Team and Sports Ltd.
2009.06 - 2012.03
Sales Executive
High Performance Sports Limited
2007.09 - 2009.06
BA (Hons) - Marketing
University of Portsmouth
2007.09 - 2010.03
Sales Executive
Swire Resources Limited
2007.03 - 2007.09
Postgraduate Diploma - Marketing Communication
Informatics Academy
2006.03 - 2007.07
Diploma - Mechanical Engineering - Mechatronics
Institute of Vocational Education - Haking Wong
1998.09 - 2000.05