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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Nicole Kiew Kor Shin

Chief Financial Officer

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.

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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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