Mike Yu Cai
Business Lead To Soniva & Business Lead For Syngenta Southeast Asia
Bangkok
Summary
With my entrepreneurial mindset and exceptional skills in business development, I excel at understanding market and customer needs. I work collaboratively with my team to achieve success.
Overview
15
15
years of professional experience
4
4
years of post-secondary education
3
3
Languages
Work History
Business Lead to Soniva & Syngenta in SE Asia
Syngenta
09.2023 - Current
- I am allocating 20% of my time to mentoring the new commercial lead for the Syngenta business in SE Asia. My goal is to ensure that both Syngenta and Soniva brands meet their budget and EBITA targets and successfully re-enter Indonesia.
- Moreover, I am dedicating 80% of my time to developing the new Soniva brand from scratch. Focus on identifying the product portfolio, establishing crucial connections with third parties, conducting a product testing plan, creating a brand communication plan, identifying the go-to-market strategy, and coordinating with the P&S team, Legal, and HR to execute differentiating supporting function plan activities.
- With my entrepreneurial mindset, I am committed to taking the lead in establishing a new brand that targets security-first growers in SE Asia, with a focus on Myanmar, Thailand, Malaysia, and the Philippines. My assertive approach will ensure that the project sees success and meets all of its objectives.
SE Asia Head of Syngenta Vegetable Seeds
Syngenta Thailand
12.2020 - 08.2023
- I am currently spearheading the growth of the vegetable seed business in Southeast Asia, while also working on collaborative efforts to expand into new markets in the region(Indonesia)
- Establishing a new mid-tier brand(Soniva) with a diverse product line and business model in expanding our customer base
- To eliminate all deficiencies in our product range and restructure teams according to their abilities
- To devise a comprehensive plan to successfully penetrate distinct customer segments and launch new products in those markets
- Transforming our organizational culture and work processes
- Work together to establish a collaborative and trusting work environment that breaks down departmental barriers and operates as a cohesive team
- Silos will be eliminated, and unity will be embraced within our organization
- It is my responsibility to ensure that all new team members are fully equipped to establish a robust talent pool capable of driving business growth and fostering personal development opportunities
- Furthermore, I possess exceptional collaborative skills that enable me to develop effective strategies for entering new markets or adapting to changes in existing ones.
Country Manager in Malaysia & Sales Manager in China
East-West Seed
06.2018 - 12.2020
- As part of my previous role, I set up East-West Seed Malaysia in response to changing market strategy
- Leading a team of seven colleagues and our focus is on building brand awareness and preference in a new market, ensuring profitability, and utilizing our portfolio to provide valuable services and products
- My primary role involves overseeing daily sales operations and managing three key accounts in China
- Additionally, I am responsible for managing an independent distribution network for sweet corn collectors in the country
- I closely monitor marketing activities and product launches, while also exploring potential business development opportunities between ASEAN and China
- We are a team of three members currently working on a crop breeding plan for sweet corn and waxy corn crops
- Our approach is based on the East-West Seed Group master plan
- Our responsibilities include introducing new products, determining their value through pricing strategies, and identifying market trends in order to develop short, middle, and long-term breeding strategies.
Area Sales Manager
East-West Seed
05.2014 - 06.2018
- As a sales representative, I oversee sales in Malaysia, Taiwan, Australia, and New Zealand
- My responsibilities include launching new products, implementing price increases, and managing distribution channels
- I closely track Monsanto's business development, particularly their Seminis and De Ruiter brands, in Thailand, Myanmar, Vietnam, and Malaysia
- My primary objective is to ensure the steady growth of their product line and facilitate the successful launch of new products
- I am proactive in achieving targets, exceeding expectations, and identifying opportunities to add value
- Coordinate and report the progress of product testing and commercialization
- Additionally, I will facilitate sharing the business development plan and forecast plan between the companies EastWest Seed and Monsanto.
Product Development Assistant
East-West Seed
04.2009 - 05.2014
- In my role as the global product development specialist, I am responsible for coordinating between the breeding and sales marketing teams
- This position has given me valuable opportunities to gain knowledge about crops and markets in Southeast Asia, South Asia, and Southern China
- My duties include creating annual trial plans with local product development managers, evaluating trials, collecting data, and summarizing trial results for the Group Business Market Development manager
- To share an overview of our product development twice a year to ensure knowledge sharing and keep everyone informed about new product advancements among the East-West Seed Group.
Education
International Horticulture and Marketing -
Wageningen University
The Netherlands 08.2006 - 05.2009
Bachelor Degree of Horticulture -
Yunnan Agriculture University
09.2004 - 05.2006
Skills
Communication Skills & Good Problem-solving Skills
Analytical Skills
Negotiation and Persuasion
Self Awareness
Creativity
Timeline
Business Lead to Soniva & Syngenta in SE Asia
Syngenta
09.2023 - Current
SE Asia Head of Syngenta Vegetable Seeds
Syngenta Thailand
12.2020 - 08.2023
Country Manager in Malaysia & Sales Manager in China
East-West Seed
06.2018 - 12.2020
Area Sales Manager
East-West Seed
05.2014 - 06.2018
Product Development Assistant
East-West Seed
04.2009 - 05.2014
International Horticulture and Marketing -
Wageningen University
08.2006 - 05.2009
Bachelor Degree of Horticulture -
Yunnan Agriculture University
09.2004 - 05.2006