Cheah Yong Hock
Group Chief Executive Officer

Cheah Yong Hock, is the Chief Executive Officer of the Group. He was appointed as the CEO in 2010.

Mr Cheah graduated with a Chartered Institute of Marketing, United Kingdom. He has more than 24 years of extensive experience in this field, ranging from retailing for supermarket chains to sales and marketing of mass customer products. He has held key positions in multi-national companies such as Kiwi Brands (M) Sdn Bhd and Guinness Anchor Marketing Sdn Bhd. Prior to joining the Group, he was the National Sales Manager of Socma Trading (M) Sdn Bhd (a subsidiary of PSC Ltd in Singapore) in charge of the selling and distribution of Mentos in Malaysia.

Lee Yik Loong
Group Chief Operating Officer

Lee Yik Loong, is the Chief Operating Officer of the Group and was appointed to his current position in April 2014. Mr Lee is responsible for the Group’s overall daily operations and execution of business strategies.

Mr Lee graduated from Flinders University of South Australia with a Bachelor of Economics in 1998 and started his career with Guinness Anchor Marketing Sdn Bhd as Area Sales Manager. Prior to joining the Group, Mr Lee was attached to Nestle Products Sdn Bhd for 12 years where he held various leading positions in the company. Mr Lee has extensive experience in sales and operation field covering areas such as trade marketing, product distribution and sales operations management.

Lee Yean Fung
Group Chief Operating Officer

Lee Yean Fung is the Chief Operating Officer of the Group. She joined the Group in October 1997 as Marketing Executive and was promoted to various leadership roles throughout the years. She was then appointed as the Chief Executive Officer of B.U.M. Marketing (Malaysia) Sdn Bhd in 2013, before assuming her current role in November 2014.

Ms Lee graduated with a Bachelor of Business Administration from the University of Central Oklahoma, USA. Ms Lee has been involved in the lingerie industry for the past 15 years covering various roles including sales operations, trade marketing, retail and procurement. Prior to joining the Group, Ms Lee was attached to General Label & Labelling Malaysia, a company involved in printing and labelling industry.

Daniel Kok Tai Meng
Chief Financial Officer

Daniel Kok Tai Meng, is the Chief Financial Officer of the Company. He joined the group in February 2009 as Senior Finance Manager and was promoted to his current position in 2011.

Mr Kok is a fellow-member of the Association of Chartered Certified Accountants, United Kingdom, and also a member of the Malaysian Institute of Accountants. He is responsible for the Group’s overall financial health and position as well as providing key analysis to drive value added decision making to the group’s corporate strategies. Mr Kok started his career as an auditor with Lim, Cheh and Chang Public Accountants. He later joined L’Oreal Malaysia Sdn Bhd where he had gained exposure in finance and business operations and controlling. Subsequently, he joined F&N Coca Cola Sdn Bhd overlooking commercial controls for Modern Trade.