1. James Choong
30-10-2, Duta Ria Condominium, 30 Jalan Dutamas Raya, 51200 Kuala Lumpur
+6012 2023376 | ckshui@yahoo.com
Summary
Passionatelygoal-drivenanddeterminedsalesandmarketingprofessional withapenchantfor
deliveringstrongfinancial results. Excelsinleadingsalesandmarketinginadynamicvalues-driven
quality-orientedenvironment.Proventrackrecordof resultsthatexceed stakeholders’expectations
while protectingtheirdiverse interests. Wealthbankof industry andoperationsinsightsbackedby30
yearsof practical experience,withtwodecadesasDOSMinhotelsandresorts.Strongadvocate of
teamwork,mentoring leadershipstyle,andpartneringwith all stakeholders forsuccessandsustainable
growth.
Key Strengths
 Effective SalesExpansion:Leadinganddevelopingeffective salesandmarketingstrategies that
effectivelyincreasesales,reachingacrossregional andglobal markets
 Partnering for Success:Workingcloselywithrevenue andoperationsmanagement,todevelop
strategiestomaximize hotel revenuestreamsandgrow marketshare.
 Leadership:Leadinganddirecting the full spectrumof salesandmarketingactivitiesin
international 4-starand5-starhotels.
 PrudentManagement: Planningandadministrationof salesandmarketingbudgets
 Hands-on Team Leader:Planning, guidingandmanagingthe implementation of sales and
marketingstrategies.
 Team Coach: Leading,mentoringandcoaching the sales andmarketingteam.
 HighQ Connector:Developingandpromotinghighqualityconnectionsandrelationships,and
expansivebusinessnetworks.
 Positive Influence:Injectingoptimismandharmonyintostressful workenvironments.
 Responsive:Equallypromptandprecise indealingwithunexpectedexigenciesaswell as
regularand scheduledevents.
 Integrity: Commitmenttotruth,honour,qualityand excellence inall endeavours.
Recent Work History
Grand SeasonsHotel KualaLumpur Directorof Sales 1998 -2002
LegendHotel KualaLumpur Directorof Sales 2002 – 2006
Duta Group of Resorts Directorof Sales&Marketing 08/2002 – 12/2002
Pearl International HotelKualaLumpur Directorof Sales&Marketing 2007 – 2013
MudzaffarHotel AyerKerohMelaka Directorof Sales&Marketing 2013 -2015
HattenHotel Melaka Directorof Sales&Marketing 04/2015 – 08/2015

2. 2
References
Mr Chan HonMeng ResortManager, Grand LexisResort,PortDickson
Mr ThomasSiew, General Manager,Pearl International Hotel,KualaLumpur
Mr ChuckKassin, General Manager,Hatten,Melaka
Career Highlights
DIRECTOR OF SALES & MARKETING |HATTEN HOTEL, MELAKA| APRIL – AUGUST 2015
 Createdlucrative newsalespackages strategicallyattractive tospecifictargetmarketsegments.
 Reviewedandraisedthe hotel roomrate structuresinmostof itsmarket segmentsasa resultof
analysisof competitorlandscape andmarketdynamics toreflectmore closelyits valueproposition,
particularlyinrelationto hotelsinitsvicinity.
 Revampedthe salesdepartment to ensurethatall salesrelatedactivitiessupportcustomer
satisfaction,retentionandnewbusinessdevelopmentgoals.
DIRECTOR OF SALES & MARKETING | MUDZAFFAR HOTEL MELAKA | 2013 - 2015
 Designed the salesandmarketingframework fromscratch,forthe hotel whichis a new playerin
the hospitalityindustry.
 Conductin-depthresearchandanalysisof competition,local andfeedermarketdynamics,and
changingmarkettrendsand customerpreferencestoshape strategiesforpropertysuccess.
 Setup the whole entire salesandmarketingdepartmentinreadinessforthe Hotel’sopeningand
operations.
 Engagedin pre-openingsalesandmarketinginitiativestobuildupawarenessandinterest.
DIRECTOR OF SALES & MARKETING |PEARL INTERNATIONALKUALA LUMPUR |2007 – 2013
 Developedandimplemented aggressive salesandmarketingstrategiestoensure year-on-year
sustainability,andmaximizingrevenuesinthe face of extenuatingchallenges*, leveragingon
goodwill andprojected developmentplans.
 Key achievementasreflectedinthe hotel’syear-on-yearprofitability numbers while preservingthe
hotel’sbrandvalue,locallyandinternationally, assuringfuture business growthsustainability.
2006/2007
465 rooms
2007/2008
512 rooms
2008/2009
512 rooms
2009/2010
512 rooms
2010/2011
512 rooms
2011/2012
512 rooms
ARR + 16.32% + 11.29% - 4.20%* + 3.80%* + 4.89%* - 0.15%*
OCC + 6.05% - 10.00% - 7.52% - 3.63% + 0.04% + 4.83%

3. 3
DIRECTOR OF SALES & MARKETING |DUTA GROUP OF RESORTS| AUGUST – DEC 2006
 Responsible forsalesandmarketingof all travel,hospitalityandrecreational properties*of the
Duta Group inMalaysia,underthe managementof CBRE HospitalityManagement.
 Setup a dedicatedsalesandmarketingteamwithexistingdesignatedstaff andnew hires.
 Groomedand trainedthe salesandmarketingteaminthe essentialsof salesplanningand
budgetinginthe travel andhospitalityindustry.
 The typesof properties*range from servicedapartments atDutaExecutive Suites,waterfront
resortsincludingDutaHaciendaRivieraatPortDickson,Duta Village BeachResortandDutaSands
Beach ResortinKuantan,and DutaPuri IslandResortonPulauKapas,and recreational properties
such as Duta Palms& Anglers’Club,Rawang andDutaVillasGolf Resort,PortDickson.
DIRECTOR OF SALES |LEGEND HOTEL KUALA LUMPUR| 2002 – 2005
(now Sunway Putra)
 Ledin the development anddirectedthe execution of lucrativeglobal salesstrategiesinexisting
and newmarketsegmentstoboostthe hotel revenuesandoptimizegeneral business
opportunities.
 Directedglobal expansion marketinginitiatives,designing,planningandschedulingyearly overseas
trade showsfeaturingthe hotel inMiddle East,Europe,Australia,ChinaandacrossSouthAsia.
 Took personal accountability, coveringbi-annualsalescallsinnew targetmarketsof India,Sri
Lanka, Indonesia,ThailandandSingapore, resultinginsignificant profitableproductionsurges.
 Key achievementas reflectedinthe hotel’s year-on-yearprofitability growth
Year
2000/2001
650 rooms
2001/2002
650 rooms
2002/2003
650 rooms
2003/2004
650 rooms
ARR - 1.70% +4.90% +12.10% +11.20%
OCC + 1.18% + 1.40% + 6.30% + 0.50%
 Significantlyenhancedpublicbrandawareness andcultivatedcorporate client relationsand
networks,locallyandinternationally,assuringfuture businessreturns.
 Createdandconceptualizedthe annual clientevent“Secretary’sClub”forclientsof both
Metroplex-ownedhotels(LegendandGrandSeasons),andguidedthe respectiveSalesteamsinthe
design,planningandcoordinationof the event.
 Championed workplace culture transformation tocreate a positive workingenvironmentforall
company’semployeestofosterand promote harmoniousinter-departmentcooperationand
collaboration.
Director of Sales |Grand Seasons Hotel Kuala Lumpur | 1998 – 2002
 Ledthe sales teamtodrive total hotel revenue,takingresponsibilityforthe achievementof
budgetedrevenue streams.
 Ledin the preparationof strategicsalesplans,andthe implementationandadministrationof
departmental budgetandsettingupannual salesrevenuetargets.

4. 4
 Initiatedregional expansionof the businesswithtargetedAsia-Pacificsalesandmarketing
initiativesthateffectivelyopenedupthe marketsinIndia,JapanandKorea,attractingnew
customersegmentsbeyondthe existingpredominantlyChineseandlocal customerbase.
 Personallyandactivelyengagedinthe developmentof the new marketsinIndia,Japan andKorea
to contribute fromzeroto 75% of total salesrevenue overthree years.
 Conductedmarketsurveyandanalysisof customerneedsbymarketsegment,the competition,as
well asthe dynamicsof local and feedermarketdynamics, toensure propertysuccess.
Developmental Building Blocks
SENIOR SALES MANAGER |RADISSON PLAZAKUALA LUMPUR | 1997 – 1998
(Now Grand Maya Hotel)
 Head-huntedtoleadthe Salesteam incoveringall marketsegmentsof thisboutiquehotel,notably
corporate clients,foreign embassies,andEuropeantravel agencies.
 Duringthe year,securedPATA and ATFbusiness,anddevelopedthe corporate segment
predominantlyinSingapore.
SENIOR SALES MANAGER |NIKKO HOTEL KUALA LUMPUR | 1995 – 1997
(Now Intercontinental Hotel)
 Head-huntedtojointhe Salesteam,duringpre-openingdays,asHead,Non-JapaneseSales.
 Ledthe teamincovering local andoverseas salestogovernmentagencies,corporate sector,
foreignembassies,trade associationsaswell astravel agencies.
 Responsible forthe respective marketsectorsalesforecastinthe YearlySalesandMarketingPlan,
gatheredfromannual hotel promotionaltourstoUSA,Singapore,ThailandandBrunei.
 Keyaccounts:Intel,BritishAerospace,PhillipsMalaysia,GEC,Samsung,Oracle,BritishPetroleum,
BritishHighCommission,AustralianHighCommission,andothers.
 Major Events:SamsungProductlaunch;CEO Club,a yearlygatheringof CEO’sinthe Asia-Pacific
region;Oracle ProductLaunch,and Caltex Oil Annual Conference.
SALES MANAGER |MELIA HOTEL KUALA LUMPUR | 1993 – 1995
SALES EXECUTIVE |MELIA HOTEL KUALA LUMPUR | 1992 – 1993
BANQUET EXECUTIVE |MELIA HOTEL KUALA LUMPUR | 1991 – 1992
SALES EXECUTIVE |FEDERAL HOTEL KUALA LUMPUR | 1989 – 1991
 Securedroomreservations/banquetreservationstooptimize revenuegenerationfromassigned
marketsectorsof corporate,sportsassociations,andforeignembassies.
 Plannedandorganizedcateringandlogisticsforclientevents/functionssuchasannual dinnersand
othereventsbusinessmeetingsorseminars,conferences,
 KeyAccounts:SpanishEmbassy;MalaysianSportsCouncil;MalaysianChineseAssociation;Telecom
Malaysia;National ElectricityBoard;andothersimilarorganisations.

5. 5
SALES REPRESENTATIVE | BOUSTEAD TRAVEL PETALING JAYA | 1987 – 1989
 Identified,prospectedandprovidedtraveladvisoryandreservation services(personal/corporate
flight,holidaypackages, incentive travel programs,etc) tocorporate clientsin assigned geographic.
 Ledcorporate travel groupsthroughVIPairportcheck-inandonwardto theirdestinations.
 Responsible forupsellingBousteadtravel servicestotravelerstogenerate increasedsales.
 KeyAccounts:Motorola;Trebor; National Panasonic;andclientsinthe same coverage area.
SALES EXECUTIVE | HOLIDAY INN JOHOR BARU | 1986 – 1987
(Now Crowne Plaza Hotel Johor Baru)
 Promotedsalesof banquetandroomspace of hotel.
 Servicedassignedclientaccounts
 Canvassedforupsalesaswell asnew business
 Plannedandorganizedmonthlyprogramsandactivitiesof Hotel’s ‘bookers’club’(secretaries).
Basic Education
 AngloChinese Primary School,Ipoh
 AngloChinese SecondarySchool,Ipoh O’levels 1978
 Associationof BusinessEducation 1980
-BusinessAdministration,Accounting&Finance,BusinessLaw
 Cornell RestaurantAdministrationSimulationExercise 1995