Summary
Overview
Work History
Education
Skills
Websites
References
Hobbies and Interests
Languages
Affiliations
References
Timeline
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Heechan (Brian) Lee

Heechan (Brian) Lee

Coquitlam,Canada

Summary

B2B and D2C sales leader with 12 years of experience in driving growth through cost-effective IT solutions, including Salesforce and Asana. Expertise in the Consumer Packaged Goods sector, with a strong record of developing profitable coffee programs and enhancing waste management processes to boost efficiency and cut costs. Achieved remarkable growth for a startup, scaling revenue from US$110K to US$10M in 8 years, and secured a US$2M deal with Starbucks across the US and Canada.

Overview

19
19
years of professional experience

Work History

Sales Director

Quality Coffee Systems Corp.
Burnaby, BC
07.2024 - Current
  • Representing premium brands such as WMF, Schaerer, Jura and Conti Espresso machines to target audiences: cafes, new restaurants, government branches, education institutions.
  • Building a profitable coffee program for HORECA industry.
  • Responsible to penetrate the US market with the Conti line.
  • Onboarded dealers/service centers in Los Angeles, Sioux City IA, Chicago IL and New Jersey. First step to US$10M revenue in 3 years

Sales Director

Maple Leaf Disposal
Langley, BC
11.2023 - 07.2024
  • Managed a waste management portfolio of CA$45M annual revenue through various channels while leading a team of 7 territory managers, utilizing Salesforce to establish and track clear Key Performance Indicators (KPIs).
  • Successfully implemented comprehensive employment policy, procedure and sales process.
  • Implemented Salesforce as CRM ($150k integration) with custom reports functions.
  • Maintained and enhanced relationships with major accounts such as BC Liquor Distribution Branch, BC Institute of Technology (BCIT), Langara College, Vancouver Community College and Douglas College.
  • Existing BC Net contract was successfully renewed.
  • Have drafted and submitted 6 Request for Proposal (RFP) for public sector clients such as City of Richmond, Canadian Mortgage Housing Corp (CMHC).

Sales Director

Regal Ware Inc, DBA ESPRO Inc.
07.2019 - 10.2023
  • Managing and mentoring a team of 8 Regional Sales Managers, located in Vancouver, Kewaskum WI and Copenhagen Denmark by utilizing Salesforce and Asana.
  • Key sales contact for 8 exclusive partners in Japan, South Korea, Saudi Arabia, Czechia, Canada, Germany, India and Scandinavia.
  • Role included regulatory compliance, negotiating and planning to meet the needs for each distributor’s purchasing & sales calendar.
  • Preparing and presenting monthly/annual forecast.
  • Planning and pitching product concept, planogram and calendar to fully own the sales cycle with major retailers such as Starbucks, Neiman Marcus, Williams Sonoma, and Recreational Equipment Inc (REI).
  • Implementing Entrepreneurial Operating System (EOS) company-wide for more productive leadership meetings and team communications.
  • Successfully integrating Salesforce with in-house ERP system.

Sales Manager

Regal Ware Inc, DBA ESPRO Inc.
01.2014 - 07.2019
  • Managing 1,000+ active accounts while proactively achieving 25% annual growth.
  • Key role in developing specialty coffee market in North America: sell-through and marketing strategy.
  • Initiating and maintaining successful relationships with big volume international distributors.
  • Landing prominent clients such as Nordstrom Inc., Tim Hortons Inc. and Capital One Financial Corp.
  • Ensuring specific compliance of commercial standards to various countries for export.
  • Generating and managing 3,000+ global leads.
  • Managing trade shows that include Ambiente, International Houseware Association (IHA), and Specialty Coffee Association (SCA).

General Manager

Caffe Divano
04.2011 - 11.2013
  • Managing 3 profitable cafes: forecasting inventory and labor based on previous year’s P&L reports.
  • Actively involved in selling retail products.
  • Coffee quality control including finding and contacting new roaster vendors to improve customer experience.
  • In charge of sizable commodity orders around $5k.
  • Responsible for building a team: interviewing, training and scheduling for approximately 40 staff members.

Office Manager & Licensed Proctor of TOEFL

Vancouver Trinity Elite Academy
01.2007 - 06.2009
  • Responsible for monitoring company expenses.
  • Running daily operations including teaching and consulting.
  • Setting up a computer lab for TOEFL official testing centre.
  • Curriculum building (grade 9 to 12).
  • Consulting with parents and students about graduation and post-secondary plans as an academic coach.

Education

Linguistics -

University of Victoria
01.2006

Economics - incomplete

University of Victoria

Skills

  • Business Development
  • Salesforce integration
  • B2B negotiations
  • Sales forecasting
  • Customer relationship management
  • SaaS Solution Sales
  • Consultative Sales
  • Product Development
  • Global Relationships
  • Forecasting
  • Account Management
  • Regulatory Compliance
  • RFP Process Negotiations
  • MS Office Suite
  • Sales process optimization
  • Key account management

Websites

References

Available upon request

Hobbies and Interests

  • Coffee tasting and espresso extraction: Favorite Coffee: any Geisha variety from Blue Bottle Coffee
  • Brazilian Jiu Jitsu, Muay Thai and boxing: Rank of purple belt under Giacomo Zanini
  • Audio Enthusiast: Big collector of premium headphones & earphones such as Focal & Sennheiser products
  • Baseball: recorded 78 mph fast ball as a middle school player in Korea

Languages

Fluent in written & spoken Korean

Affiliations

  • Purple Belt in Brazilian Jiu Jitsu under Giacomo Zanini of Gracie Barra
  • Avid trainer of boxing and kickboxing
  • Audio Enthusiast: premium headphones and in-ear monitors

References

References available upon request.

Timeline

Sales Director

Quality Coffee Systems Corp.
07.2024 - Current

Sales Director

Maple Leaf Disposal
11.2023 - 07.2024

Sales Director

Regal Ware Inc, DBA ESPRO Inc.
07.2019 - 10.2023

Sales Manager

Regal Ware Inc, DBA ESPRO Inc.
01.2014 - 07.2019

General Manager

Caffe Divano
04.2011 - 11.2013

Office Manager & Licensed Proctor of TOEFL

Vancouver Trinity Elite Academy
01.2007 - 06.2009

Linguistics -

University of Victoria

Economics - incomplete

University of Victoria

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Heechan (Brian) Lee