Our Management Team
Ensuring consistent delivery to our high standards across our many branches and franchisees, our management team comprise the very best talents in retail and consumer marketing.
Mah Chin Niap
Senior Vice President of Human Resource, Admin, Franchise & Operation Audit
Mr. Mah is a fellow member of Association of Chartered Certified Accountants, and a member of Malaysian Institute of Accountants. He joined joined Senheng Electric (KL) Sdn Bhd in 2008 as the Head of Finance Division, and was later promoted to hold the position of Chief Financial Officer in 2016. Since 6 December 2022, Mr. Mah is a Senior Vice President of Human Resource, Admin, Franchise and Operation Audit to Senheng New Retail Berhad’s Group.
Mr. Mah has more than 25 years of experience in the manufacturing and retail industries with a focus in areas covering finance & accounting, corporate finance, corporate management, governance, risk management and compliance.
Nicole Kiew Kor Shin
Chief Financial Officer, Vice President of Finance & Compliance
Nicole Kiew graduated from Tunku Abdul Rahman College with an Advanced Diploma in Financial Accounting in 2013. She is a Chartered Certified Accountant and a member of the Association of Chartered Certified Accountants, UK, as well as member of the Malaysian Institute of Accountants.
She joined Senheng KL in 2013 as an accounts executive and was responsible for handling corporate accounts, cash flow controls, and audit preparations for Senheng KL and inter-companies.
She was promoted in 2014 as head of department for corporate accounts, to oversee the full set accounts of a total of 23 related companies, including audit, treasury, tax, tracking of company performance and monthly report and updates to management.
In 2016, she oversaw the full set accounts for Senheng KL, including General Ledger, Audit, Treasury, Investment, Taxation and Accounts Payable.
She was promoted in 2019 as Division Head of Finance, where she oversaw the overall finance related matters within Senheng KL, leading 6 departments including Financial Treasury & Investment, Finance Planning and Analysis, Procurement, Credit Control, Management Account and Non-Trading Income.
She was appointed to the role of Chief Financial Officer in 2022, and is responsible for preparing the Group’s financial and accounting reporting, managing the accounts department’s day-to-day functions, managing group funding requirements, enhancing and proposing strategic financial accounting policies and reporting systems, ensuring compliance with auditor and tax agents, conducting reviews and evaluations for cost-control and cost-reduction opportunities, reviewing and improving standard operating procedures of the accounts department, assessing financial risks and opportunities, as well as tracking financial goals, objectives and budgets.
Ho Weng Hung
Vice President of Retail Operations, Logistics and Service
Ho Weng Hung graduated from Universiti Putra Malaysia with a Bachelor of Mass Communication degree in 2004.
The same year, he began his career with Senheng KL as an operation and sales executive, where he was involved in the sales, inventories management and staff management of the outlets located in Klang, Shah Alam and Petaling Jaya. Subsequently, he was promoted to area manager in 2006, where he was responsible for setting up and expanding new outlets in Sabah and establishing our Group’s logistic systems in Sabah.
In 2013, he was promoted to the position of head of our senQ division, where he planned and implemented new strategies, policies and practices in respect to our “senQ” brand. In 2014, he was then promoted to the head of our retail commerce, logistics and service division, and was based in Sabah and Sarawak to lead the expansion of our outlets and setting up of new warehouses in Sabah and Sarawak.
In September 2020, he was promoted to Vice President of Retail Operations, Logistics and Service. His added responsibilities are to oversee the outlets located in the whole of Malaysia and to execute policies and procedures for retail, logistic and service operations at all outlets.
Tai Tze Yen
Vice President of Marketing and Communication
Ms. Tai joined Senheng Electric (KL) Sdn Bhd as Division Head of Digital Marketing in early 2017 and was promoted to hold the position of Vice President of Marketing and Communication on 1 April 2022.
Ms. Tai has over 20 years of experience in marketing and advertising across various industries, including beauty, fashion and telecommunications.
She oversees the branding, advertising and promotion of brands under the Group, and is responsible for implementing marketing strategies, conducting market research and other branding initiatives.
Phang Weng Nam
Senior Vice President of Digital Commerce and Supply Chain
Phang Weng Nam graduated from the Universiti Teknologi Malaysia with a Bachelor of Science (Human Resource Development) in 2004.
In 2004, Phang Weng Nam he began his career and joined Senheng KL as an operation and sales executive, where he was responsible for supervising the daily operations of a few outlets located in the Klang Valley, taking charge of sales, inventories and staff management. Subsequently, he was promoted to a senior operation and sales executive in 2005.
In 2006, he was promoted to our head of purchasing, taking charge of the computer, digital imaging, mobile phone and office automation categories. He reported to Wong Che Hoe and was responsible for sourcing for suppliers, negotiating contracts and monitoring the quality of products and services provided for the computer, digital imaging, mobile phone and office automation categories. He was also involved in collecting and analysing data on consumers’ preferences, needs and buying habits to identify potential markets and factors affecting product demand.
In 2012, he was promoted to the position of head of division for digital gadgets and took on additional responsibilities of developing and implementing new strategic marketing plans to increase revenues from digital gadgets.
In September 2020, he was promoted to Vice President of Digital Commerce and Supply Chain where he oversees digital marketing, home appliances, digital gadgets, audio visuals, e-commerce, shop-in-shop operations as well as leading our Group’s efforts in identifying and securing suitable brands in relation to our brand distribution business.
