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.

Wong Che Hoe

Senior Vice President of Human Resource and Business Solutions

Wong Che Hoe is our Senior Vice President of Human Resource and Business Solutions and the principal officer of Senheng Captive. He completed his secondary school education at SMK Sultan Ahmad Shah, Cameron Highlands in 1980.

 

He then began his career as a sales representative in Keat Joo Sdn. Bhd. in 1984 where he was involved in the sales of electrical goods. In 1987, he left Keat Joo Sdn. Bhd. and joined Senhong Sales and Services Sdn. Bhd. as a sales supervisor, where he was responsible for the sales and operations of electrical retail outlets. In 1988, he was promoted to the position of sales director where he was responsible for developing and executing strategic plans to achieve sales targets and expand the company’s customer base.

 

He left Senhong Sales and Services Sdn. Bhd. and joined our Group as personal assistant to KH Lim in 1996, where he assisted in the daily operations of Senheng KL. He was promoted to the position of purchasing manager in 1997 and was subsequently promoted to head of purchasing in 1998 where he was responsible for amongst others, reviewing and evaluating quotations from suppliers, negotiating contract terms and pricing and reviewing the quality of purchased products.

 

In 2011, apart from his responsibilities as the head of purchasing, he also assisted our co-founders on business transformation initiatives including the adoption of digital technologies. In 2012, he also assisted in the daily retail operations and logistics of all outlets in Peninsular Malaysia.

 

In September 2020, he was promoted to the position of Senior Vice President of Human Resource and Business Solutions where he is responsible for overseeing all matters relating to the human resource and administration of our Group. Apart from the above, he also continues to lead a team to enhance our digital infrastructure.

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Eric Mah Chin Niap

Senior Vice President of Finance and Business Compliance

Eric Mah graduated from the Systematic Business Training Centre with a Higher Diploma in Accounting in 1993, and has been a member of the Association of Chartered Certified Accountants (“ACCA”) since 2004, the Malaysian Institute of Accountants since 2005, and a fellow of ACCA since 2009.

 

He began his career as an accounts clerk in Harbour View Dai-Ichi Hotel, Singapore in 1995 and was subsequently promoted to the position of accounts assistant. In 1996 he joined Janesis Sdn Bhd as an assistant accountant, where he was responsible for the preparation of monthly financial reports.

 

In early 1999, he was seconded to Empire Circle Marketing Sdn. Bhd. as a finance and administrative manager, where he was involved in finance, internal control and human resource matters. He left Empire Circle Marketing Sdn. Bhd. in end-1999 and joined HOEPharma Holdings Sdn. Bhd. as a finance manager where he helped oversee the financial, accounting and taxation matters of the companies under the group as well as corporate governance and compliance matters.

 

He joined Senheng KL in 2008 as the head of our finance division where he has been responsible, amongst others, the preparation of our Group’s financial and accounting reporting and managing the accounts department’s day-to-day functions. In this role, he also reviewed and improved the standard operating procedures and internal control processes of the accounts department.

 

In 2016, he was promoted to be our chief financial officer, and took on additional responsibilities in the strategic development and management of the treasury and funding needs of our Group. During his tenure with our Group, he has initiated internal audit exercises and helped to successfully reduce stock losses. He also implemented cost-cutting exercises to streamline costs and expenditure.

 

In September 2020, he was promoted to our Senior Vice President of Finance and Business Compliance. He continues to be responsible for the overall financial accounting, risk management and tax functions of our Group.

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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 central region, Sabah and Sarawak and to execute policies and procedures for retail, logistic and service operations at all outlets.

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Teng Kean Kheng

Vice President of Retail Operations

Teng Kean Kheng graduated from Anglia Ruskin University with a Bachelor of Arts (Honours) in Business Administration in 2003.

He began his career in 2004 and joined Senheng KL as a trainee team manager, where he was involved in sales, inventories management and staff management for an outlet located in Penang.

Subsequently, he was promoted to area manager in 2007, where he took charge of further outlets located in Penang and monitored the development and performance of the outlets. He also assisted our Group in identifying new locations for the expansion of outlets in the northern region of Peninsular Malaysia.

In 2013, he was put in charge of senQ outlets located in the northern and east coast regions of Peninsular Malaysia and reported directly to Ho Weng Hung. He also assisted in the implementation of new strategies, policies and practices in respect of our “senQ” brand. In 2015, he was promoted to head of sales
division, where he developed strategic plan for the “Senheng” and “senQ” outlets located in the northern and east coast regions of Peninsular Malaysia.

In November 2020, he was promoted to Vice President of Retail Operations. His added responsibilities are to oversee the outlets located in the southern region of Peninsular Malaysia, in addition to overseeing outlets located in the northern and east coast regions and to drive strategies for our Group’s outlets to achieve sales targets.

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Phang Weng Nam

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.

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