Mr. Je has been with the company since 2004. Prior to ESF, he had held various position from executive to managerial level in different industries namely business and financial consultancy, Investment bank and retail banking. He was made to Directorship in March 2015.
Mr. Je’s diversified background and keen eye for design, fashion and style, enable the company and his team to provide its customers with outstanding quality of product and exquisite design. He has an in-depth understanding and expertise in managing complexities of global sourcing and distribution.
He was passionate about building a sustainable business with the intention to bring comfort and joy to every home worldwide.
He loves travelling and he was a black belt holder in Tae Kwon Do, a martial art from Korea.
Siew Voon graduated with a Bachelor Degree in Marketing & Management and she has been in the furniture export industry for more than 8 years with comprehensive knowledge and experience in the oversea market. With the leadership and guidance from management, she is now the Assistant General Manager in ESF who oversees business development, shipping, and customer service team. Siew Voon is always on task with an ability to identify marketing strategies and implement direction positively driven by company objectives, business needs, and sales targets.
Cheerful, trustworthy, capable, and passionate are some of the words that her team and customers describe her. Siew Voon always believes every initiative pays for a return.
Graduated with a Bachelor's Degree (Hons) in Hotel & Tourism Management, Nicole has 12 years of working experience in hotels and restaurant equipment specializing in Sales & Marketing. Having a Sales & Marketing background, she decided to expand her industry knowledge by taking the challenge and making a career move to the furniture sector.
As a Business Development Manager in ESF, Nicole oversees the Business Development department consisting of export and local divisions, at the forefront of customer service, and is part of the management team in formulating marketing & sales strategies. She believes in the interdependent principle where the sharing of knowledge, a combination of skill sets, and effective communication would lead everyone to achieve their greatest success.
Nicole loves traveling, she is also looking for any opportunity to discover new adventures and continuously develop herself to be an effective leader in her field. During her free time, Nicole loves to research lifestyle, living, and trends that keep up with the latest industry trends.
“Always look ahead, build today to achieve tomorrow”
Email: yongchien@easternsmart.com | Contact: +6014-338 1252
Yong Chien (YC) started his career in ESF after completing a course in Multimedia Design from New Era College in 2018. He supported the Research & Development department, assisting in various tasks that contributed to the enhancement of the company’s offerings. In 2021, he transitioned to the Customer Service department, focusing on delivering exceptional support and resolving issues efficiently. Since 2024, he has been working in Business Development, leading initiatives to identify and capitalize on new business opportunities, building strategic partnerships, and expanding market reach to drive company growth. A diverse skill set and dedication to excellence contribute to organizational success and continuous growth.
Email: liying@easternsmart.com | Contact: +6012-799 6518
Li Ying holds a Bachelor's degree in Banking and Finance and has accumulated five years of extensive experience in the furniture export industry. Her expertise spans both marketing and the furniture sector, reflecting her comprehensive knowledge and proficiency in these areas. During her tenure in the industry, Li Ying has honed her skills in various facets of the business, including supply chain management, international trade regulations, and market analysis.
Outside of her professional pursuits, Li Ying is dedicated to practicing yoga, which helps her maintain balance and mental clarity in her busy life. She also loves traveling to peaceful destinations, where she can unwind and draw inspiration from serene environments. These hobbies not only contribute to her well-being but also enhance her creativity and problem-solving skills.
Li Ying always believes, “A smile is the most charming part of a person forever.”
Email: benchin@easternsmart.com | Contact: +6011-1799 1168
Ben graduated with a Bachelor's Degree (Hons) in Hospitality Management. He is a passionate, persistent, and strong-willed person. He has multiple experiences in various industries including F&B, a multinational FMCG company.
He communicates effectively and builds strong relationships with people to his great F&B experience with a joined management trainee program which promoted him into a managerial position within 3 months in the leading Chinese F&B company.
He overachieved in the sales department of a multinational FMCG company and was selected by the head office in Thailand in 2022 to participate in the Future Leaders Program. After 6 months future leadership program, he took on the challenge of setting up and leading the new food services business unit in Malaysia, showcasing his strategic thinking and leadership capabilities.
He decided to explore the furniture industry reflecting his desire for ongoing learning and exposure to different professional perspectives. Currently, he holds a role overseeing the distribution for Malaysia, Singapore, and Brunei clients.
"In the world of business, a positive outlook isn't just a trait; it's a game-changer."
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