Alex Hoo

Leading APEA with a focus on operations and people skills. Key roles include:

• Bolstering brand presence in Malaysia and Canada with strategic efforts.
• Exceeding sales targets and fostering key relationships.
• Collaborating with executives for goal alignment and educational tech innovation.
• Building networks with universities and partners, enhancing industry recognition.

As an Architectural Lighting Design Consultant, my hobby-turned-passion involves:

• Managing a bespoke lighting design business, collaborating closely with architects and interior designers to integrate lighting seamlessly into their visions.
• Focusing on creating the perfect ambiance, I delve deep into each project, selecting lighting that reflects the unique style and character of the space.
• My process includes thorough planning, budgeting, and cost control, ensuring distinctive lighting solutions that align with the client's financial parameters.
• From tender process to on-site coordination with installers, I am dedicated to achieving client satisfaction, seeing their delight as the ultimate reward for my efforts.

• Spearheaded operational strategies targeting the Chinese market, leveraging my fluency in Chinese to bridge communication gaps.
• Managed teams and streamlined processes, ensuring efficient operations focused on our core market.
• Played an essential role in establishing and nurturing relationships with Chinese clients and partners, enhancing market presence and business growth.

At ERCO, a leading European architectural lighting manufacturer, I:

• Assisted the SEA Regional Manager in planning and research, leveraging my 12 years of experience in business coordination and network establishment.
• Acted as the primary liaison for management, distributors, consultants, and clients, maintaining high-level communication and problem-solving skills.
• Managed all project phases, from lighting design conception to completion, including client negotiations and presentations.
• Conducted seminars and organized product launches, significantly raising ERCO's brand awareness and market presence in Malaysia through strategic marketing and SWOT analysis.

• Directed entire project process at LS Architectural Sdn. Bhd., from initial planning to completion.
• Managed client relationships, tender processes, and contract negotiations for both international and local projects.
• Ensured timely execution, resolving site-specific and product-related challenges effectively.

• Led strategic and financial planning at InterGlobe Exhibition and Services Sdn Bhd.
• Managed team dynamics and maintained effective shareholder-board communication.
• Orchestrated media bookings and advertising campaigns for events.
• Successfully organized Malaysia's first major wedding exhibition.
• Initiated and managed Malaysia's first Elite Model's 'Look of The Year 94' model search.
• Coordinated Malaysia's first Home Deco exhibition at Putra World Trade Centre.

• A local music recording company
• Assisted the Managing Director in market planning, research and setting up the company's distribution network
• With 2 years of experience in coordinating businesses at the senior management level
• Maximised sales and margin returns by building new relationship with new customers and enhancing existing relationships within approved terms of business
• Successfully set-up distribution network for the company throughout Malaysia and Singapore.