Chief Transformation Officer
Chief Financial Officer
Head of Operations
Head of Human Resource
Purchasing Manager
Head of Project
Poon Wai Chee, is responsible for overseeing our Group’s overall finance related matters which include amongst others accounting, taxation, corporate finance and treasury functions.
She obtained her ACCA qualification in 1996, became a member and fellow of the ACCA since 1997 and 2002 respectively. She has been a member of the MIA since 1997 and a professional member of the Institute of Internal Auditors Malaysia since 2019.
In 1991, she joined MBf Management Sdn Bhd as Accounts Assistant and subsequently promoted to Finance Executive in 1993. In 1996, she left MBf Management Sdn Bhd and joined Alsthom Export Malaysia Sdn Bhd (currently known as GE Power Services (Malaysia) Sdn Bhd) as Accountant and was promoted to Finance and Administration Manager in 1997. She left the company in 2000.
In 2001, she joined SSF as Accountant where she oversaw the accounts and human resource functions. She was promoted to Assistant General Manager of Finance and Administration in 2013 where she oversaw the financial and accounting matters. She also oversaw and worked with the IT department to develop modules required to enhance operational software for retail operations. She was re-designated to her current position and is responsible for our Group’s finance related matters in 2020.
After 22 years with the Group, Ms Poon Wai Chee decided to step down as Chief Financial Officer and will take on the pivotal position of Chief Transformation Officer.
Prior to her promotion as Chief Financial Officer of the Company, Ms Yong Shiew Sun has more than 20 years of working experience in accounting, finance, corporate finance, taxation, treasury specialising in trading, retail chain and investment property industry. Prior to joining the Company in 2022 as Head of Internal Audit, she held several senior finance positions in multinational corporations (MNCs) and small and medium size enterprise (SMEs). In March 2023, she was reassigned as Head of Finance & Internal Audit prior to her promotion to her current designation.
She is a graduate as Diploma in Commerce (Management Accounting) from Tunku Abdul Rahman College (currently known as Tunku Abdul Rahman University of Management and Technology) and The Chartered Institute of Management Accountants (CIMA) and is a member of Malaysia Institute of Accountants (MIA).
Wong Sau Mei, responsible for the overall retail operations, outbound logistics, visual merchandising and sales training of our Group.
She obtained her Sijil Tinggi Persekolahan Malaysia in 1983 from Raffles College in Malaysia and subsequently began her career with Kwong Yik Bank Berhand (currently known as RHB Bank Berhad) for 14 years, and was involved in operations for Food & Beverages thereafter.
She joined SSF in July 2007 as Sales Assistant where she was assigned to serve our customers and attend to their questions. She was promoted to Assistant Branch Manager in November 2007 to assist in the daily operations of SSF’s retail outlet.
In 2008, she was promoted to Training Manager where she conducted internal training programmes which included amongst others, training new sales assistants on our Group’s customer policies and procedures as well as new product trainings.
She was promoted to Operational Support Senior Manager in 2013 where she was responsible for the set-up of new retail outlets including selection and identification of location. Her responsibilities also include the management of refurbishing activities of existing retail outlets and overseeing visual merchandising activities.
She was subsequently promoted to her current position in 2020.
Woon Foong Peng, responsible for overseeing our Group’s human resource planning, recruitment and hiring functions.
She graduated with a Bachelor of Arts in Political Science, Public Administration Division from the National Taiwan University, Taiwan in 2001. Upon graduation, she joined the Institute of European and American Studies/Academia Sinica in Taipei, Taiwan as Administrative cum Research Assistant where she was involved in budget planning, procurement tenders and supervision of survey teams.
In 2003, she returned to Malaysia and joined King’s Confectionery Sdn Bhd, as a Outlet Manager and subsequently promoted to District Manager in 2005.
In June 2008, she joined SSF as Assistant Operations Manager and was promoted to Human Resource Manager in October 2008, where she was responsible for overseeing human resource planning, recruitment and hiring functions.
In 2011, she was assigned to be Personal Assistant of the Chief Executive Officer cum Purchasing Coordinator where she provided administrative, communication, planning and scheduling support to the Chief Executive Officer. She was reassigned as Human Resource Manager in 2012 and subsequently was promoted to her current position in 2020.
Lee Chooi San, is responsible for overseeing and managing our Group’s daily procurement activities which include amongst others, meeting procurement objectives and continuous improvement on procurement process, productivity and efficiency.
She graduated with a Bachelor of Business Administration (Honours) from Universiti Utara Malaysia in July 2013.
In November 2013, she joined SSF as Purchasing Coordinator and then to Senior Purchasing Executive, whereby responsibilities are to manage inventory, coordinating stock allocation for retail outlets, monitor stock database, warehouse stock allocation and coordination of purchasing activities.
She was subsequently promoted to her current position in 2020.
Wong Wee Chen, is responsible for project management (i.e. managing set-up of new retail outlets), maintenance of our existing retail outlets, as well as managing our Group’s warehouse and in-bound logistics activities.
He began his career since 2004, as Project Coordinator and Project Manager on coordination on overall project management activities on interior design and fitout services for clients from various industries, oversaw the planning and delivery of projects and organising logistics.
In 2019, he joined SSF in his current position alongside with his vast experience in Project and Logistic Management. Following tremendous achievements, he is appointed as the Head of Project, effective on May 2024.