Binling Chen
Singapore
Summary
As an accomplished and seasoned Director of Sales & Marketing, I bring a proven track record with the world's largest construction equipment manufacturer, showcasing exceptional performance and results. My expertise in Asia Pacific dealer sales and marketing management, coupled with global product portfolio management, highlights my ability to drive growth and business development. I am passionate about customer focus and talent development, dedicated to fostering a customer- centric, diverse, and inclusive organizational culture. Highly skilled in fulfilling brand image to increase product promotion illustrated in many years in sales roles. Skilled at developing strategic sales plans, nurturing key business relationships, and leading high-performance teams to exceed expectations. My previous roles demonstrated significant impact on bottom-line results through astute business acumen and innovative sales strategies.
Overview
20
20
years of professional experience
Work History
Director, Sales & Marketing, Building Construction Products
CATERPILLAR INC
Singapore
05.2023 - Current
- Fostered a customer-centric, diverse, and inclusive culture across ANZP, Japan, Southeast Asia, and Indonesia teams.
- Collaborated with dealer leadership to drive regional business goals and achieve record sales revenue and profit growth.
- Support dealer online/offline marketing strategies to enhance machine, work tool, and aftersales business.
- Enhanced customer experience with exceptional goodwill and product support services.
- Oversaw budget and business operations for the Asia-Pacific sales and marketing team.
- Attracted and developed top regional talent across the Asia-Pacific regions.
- Developed and implemented sales strategies to increase market share.
- Conducted market research to identify customer needs and preferences.
- Managed a team of 25 sales representatives and evaluated their performance on a regular basis.
- Created monthly, quarterly, and annual sales reports for senior management.
- Established long-term relationships with key customers and partners.
- Monitored competitor activities, pricing, products, and services.
- Organized trade shows and promotional events to showcase the company's products and services.
- Developed and significantly grew assigned territory using strong engagement and marketing skills.
Global Business Development Manager (Large Excavator Division)
CATERPILLAR INC
Singapore
03.2020 - 04.2023
- Maximized production, supply capability, and inventory management to achieve high global profitability for large excavator product groups.
- Collaborated with Cat sales and dealer sales teams and tripled unit sales for super large excavators globally from 2020 to 2022.
- Supported new demolition business expansion and grew 30% revenue in North America and Europe.
- Lead the penetration of new demolition business in China, South Korea, and Taiwan.
- Recognized superior performance in 2021 and 2022.
- Participated in 34 across BU talent acquisition interviews in 2021 to drive for a diverse culture.
- Mentored employees in North America, Brazil, Japan, Europe, China, Southeast Asia, and Australia. Actively participated in BU group coaching and Women in Leadership activities to drive company diversity and inclusion (D&I) and talent development.
- Developed and implemented global business strategies to maximize revenue and profitability.
- Identified international markets and developed plans to penetrate them.
- Conducted market research to identify new opportunities for growth.
- Organized conferences, seminars, and workshops to promote global partnerships.
- Created financial models to analyze the potential of international investments.
- Implemented best practices for distributing products globally according to customer needs.
Regional Sales Manager - South East Asia
CATERPILLAR INC
Singapore
10.2018 - 02.2020
- Spearheaded market expansion across 9 Southeast Asian countries, increasing GCI product market share by 1.5% in 2019.
- Revitalized Caterpillar GCI's business in Asia with a focus on growth and profitability.
- Prioritized marketing initiatives and developed dealer social media capabilities.
- Enhanced dealer sales through strategic engagement strategies.
- Achieved 100% team engagement in the 2019 employee survey.
- Participated actively in industry conferences and seminars for knowledge sharing purpose.
- Provided technical advice and support on product features and benefits to customers.
- Cultivated an environment that fostered teamwork among regional sales staff members.
- Partnered closely with marketing team to ensure successful execution of promotional campaigns in the region.
- Developed strategies and plans for regional sales growth.
- Conducted regular market research to identify customer needs and preferences.
Territory Sales Manager - Malaysia & Singapore
CATERPILLAR INC
Singapore
09.2016 - 09.2018
- Drove significant market share growth: 1.3% in Malaysia, and 5.9% in Singapore.
- Strategically repositioned products to enhance market share and dealer profitability.
- Strengthened dealer engagement through targeted sales coaching and influence.
- Enhanced dealer sales strategies and efficiently managed the marketing budget.
- Received Chairman's award for individual outstanding contribution.
- Developed and implemented sales plans to achieve regional goals.
- Created and managed relationships with key customers in the region.
- Analyzed customer feedback to identify potential opportunities for increasing sales.
- Conducted market research to identify new business opportunities within the territory.
- Led training sessions for sales representatives to enhance product knowledge and sales techniques.
- Monitored competitive activity and adjusted strategies to maintain market position.
Product Marketing Consultant
CATERPILLAR INC
Singapore
10.2014 - 11.2016
- Set and managed sales targets across APAC for optimal ROI and growth.
- Identified high ROI regions; enhance performance via volumes and bundling.
- Developed online/offline go-to-market strategies tailored for the APAC region.
- Crafted business proposals for new products and drove regional growth.
- Collaborated with cross-functional teams including design, engineering, sales and operations to ensure successful product launches.
- Developed and executed marketing plans, strategies and tactics to drive product awareness and sales.
- Conducted market research to identify customer needs, trends and competitive landscape.
- Created product positioning documents, messaging frameworks, launch plans and go-to-market strategies.
- Presented findings to management and executive leadership and fielded questions to help refine strategies.
- Leveraged marketing data to forecast marketing campaign success and sales trends.
Sales Training Consultant
CATERPILLAR INC
Singapore
08.2012 - 09.2014
- Crafted and executed a comprehensive dealer sales training strategy for the Asia Pacific, enhancing product knowledge and soft skills to boost sales capabilities.
- Trained over 1,900 personnel with 85% satisfaction in 2013.
- Executed sales training and train-the-trainer workshops.
- Engaged in 6 Sigma projects for sales effectiveness.
- Developed training materials for various departments and topics, including customer service, safety procedures, and team building.
- Conducted needs assessments to determine areas of improvement in employee performance.
- Created comprehensive training plans based on organizational goals and objectives.
- Ensured compliance with applicable laws related to workforce development initiatives.
- Negotiated contracts with external training providers to supplement in-house programs.
- Worked collaboratively across departments and with various stakeholders to deliver comprehensive, effective training sessions.
New Product Introduction (NPI) Consultant
CATERPILLAR INC
Singapore
01.2010 - 01.2012
- Developed NPI launch strategy for the Asia Pacific, including product specifications, sales materials, and competitive analysis.
- Created impactful sales videos, Moodsetters for Asia Pacific.
- Compiled comprehensive competitor comparisons.
- Engaged in regular professional development activities such as attending webinars or reading relevant literature in order to stay abreast of current trends in the consulting industry.
- Authored compelling press releases and brochures.
- Organized meetings between stakeholders to discuss project details and timelines.
- Assisted in developing new methods for data collection and analysis techniques.
- Developed and implemented customized strategies to meet client needs.
- Wrote and submitted reports on industry trends, prompting managers to develop business plans.
Marketing Representative
CATERPILLAR INC
Singapore
03.2008 - 05.2010
- Led a 4-month international assignment in Sydney to bolster dealer marketing initiatives.
- Executed over 100 customer surveys across India and China.
- Drove dealer engagement through targeted marketing strategies.
- Developed and implemented marketing plans to increase brand recognition.
- Created content for social media campaigns, websites, and other digital platforms.
- Conducted market research to identify customer needs and preferences.
Senior Process Integration Engineer (Team Leader)
CHARTERED SEMICONDUCTOR MFG LTD
Singapore
10.2004 - 03.2008
- Led relationship management and served as product line owner for two key customers, ensuring optimal satisfaction and strategic growth.
- Boosted yield by 10-15% for mass-produced products.
- Developed and implemented process integration solutions for clients.
- Provided technical guidance to team members on process integration projects.
- Monitored and optimized existing process integration systems.
- Maintained up-to-date knowledge of industry trends, technologies, and tools related to process integration engineering.
- Conducted trials, observed process conditions and analyzed results to improve product quality and reduce costs.
- Drafted scientific reports and planning documents meeting project parameters and internal procedures.
Education
NANYANG TECHNOLOGICAL UNIVERSITY
Singapore01.2004
HUAZHONG UNIVERSITY OF SCIENCE & TECHNOLOGY
China01.2000
Ph.D. - Materials Engineering
Bachelor of Materials Engineering -
Skills
- Business Development
- Project Coordination
- Contract and Vendor Management
- Sales execution
- Market development and outreach
- Communication strategy
- Talent Development and Acquisition
- Culture transformation
- Digital marketing
- Coaching and mentoring
- Leadership
- Budget Control
- Customer relationship building
- Contract Negotiation
- Project Management
- Social marketing
- Contract Management
- Sales management
Languages
ENGLISH, CHINESE
Volunteer Experience
Sponsor of Women's Initiatives Network Singapore, Mentor for employees in US, Brazil, Switzerland, China, Singapore, Japan and Australia, Volunteer to support elderly in Singapore
Training
- Strategy Execution
- Leading with Finance
- Sustainable Investing
- Transformational Coach (Level 1, ICF certified)
- Caterpillar Leadership Training (by invitation)
PERSONAL DETAILS
Nationality Singaporean
Languages
English
First Language
Chinese (Mandarin)
Beginner
A1
References
References available upon request.
Timeline
Director, Sales & Marketing, Building Construction Products
CATERPILLAR INC
05.2023 - Current
Global Business Development Manager (Large Excavator Division)
CATERPILLAR INC
03.2020 - 04.2023
Regional Sales Manager - South East Asia
CATERPILLAR INC
10.2018 - 02.2020
Territory Sales Manager - Malaysia & Singapore
CATERPILLAR INC
09.2016 - 09.2018
Product Marketing Consultant
CATERPILLAR INC
10.2014 - 11.2016
Sales Training Consultant
CATERPILLAR INC
08.2012 - 09.2014
New Product Introduction (NPI) Consultant
CATERPILLAR INC
01.2010 - 01.2012
Marketing Representative
CATERPILLAR INC
03.2008 - 05.2010
Senior Process Integration Engineer (Team Leader)
CHARTERED SEMICONDUCTOR MFG LTD
10.2004 - 03.2008
NANYANG TECHNOLOGICAL UNIVERSITY
HUAZHONG UNIVERSITY OF SCIENCE & TECHNOLOGY