Mr Diy Trading Executive and Leadership Team

Roselle Andaya, the Chief Executive Officer at Mr Diy Trading, directs the overarching corporate strategy for the leading home improvement retailer. Andaya oversees the expansion of the retail footprint across Malaysia and Brunei, ensuring the brand maintains the motto of ALWAYS LOW PRICES. By managing the integration of the MR D.I.Y., MR.DOLLAR, and MR.TOY brands, the Chief Executive Officer drives market penetration and operational excellence. Roselle Andaya coordinates with the board to align long-term growth objectives with the needs of homeowners and DIY enthusiasts. This leadership role involves optimizing the supply chain for 17,000 products to sustain competitive pricing models. Through rigorous performance monitoring, Andaya secures the company's position as a dominant force in the regional retail sector, fostering a culture of efficiency and customer-centric value delivery across all store locations.

Froilan de Dios, the Chief Financial Officer at Mr Diy Trading, manages the fiscal health and capital allocation strategies for the organization. De Dios oversees financial reporting, budgeting, and investment planning to support the rapid scaling of the retail network. By analyzing market trends and cost structures, the Chief Financial Officer ensures the sustainability of the low-price business model. Froilan de Dios collaborates with executive leadership to evaluate the profitability of the five main product categories, including hardware and electrical goods. This role involves maintaining robust internal controls and financial transparency to satisfy stakeholders. Through precise financial forecasting, de Dios mitigates operational risks and optimizes cash flow across the regional store portfolio. The Chief Financial Officer provides the necessary economic framework to enable the company to continue delivering affordable home improvement solutions to a broad customer base.

Harrison Devan, the Chief Financial Officer, S Office Financial Planning & Manager, Analysis at Mr Diy Trading, directs the financial planning and analytical functions for the organization. Devan oversees the development of detailed financial models that inform strategic decision-making regarding store expansion and product pricing. By conducting deep-dive analysis into sales performance and operational costs, the Chief Financial Officer, S Office Financial Planning & Manager, Analysis provides actionable insights to the executive team. Harrison Devan manages the budgeting process to ensure that resources are allocated effectively across the five main product categories. This leadership role involves monitoring financial KPIs to identify trends and opportunities for margin improvement. Through rigorous analytical oversight, Devan supports the company's commitment to ALWAYS LOW PRICES. The Chief Financial Officer, S Office Financial Planning & Manager, Analysis ensures that financial strategies remain aligned with the company's long-term growth objectives and market position.

Leo Gan, the Chief Operating Officer at Mr Diy Trading, directs the daily operational activities and store management protocols across the domestic retail network. Gan oversees the logistics and inventory management systems required to stock 17,000 products efficiently. By streamlining store-level processes, the Chief Operating Officer ensures that the customer experience remains consistent with the company's value proposition. Leo Gan coordinates with regional managers to maintain high standards of service and product availability in hardware, household, and sports equipment categories. This leadership role involves implementing operational improvements that reduce overhead costs and enhance store productivity. Through the application of data-driven insights, Gan optimizes the supply chain to support the company's rapid growth. The Chief Operating Officer maintains a focus on operational agility, ensuring that the retail infrastructure supports the overarching mission of providing affordable solutions to homeowners and businesses.

Kent Chong Boon Keng, the Chief Operating Officer, INT- Office-International Bd Support at Mr Diy Trading, directs the strategic support functions for international board operations. Chong Boon Keng oversees the governance frameworks and administrative alignment required for cross-border expansion. By facilitating communication between international stakeholders and the executive team, the Chief Operating Officer, INT- Office-International Bd Support ensures that global initiatives remain consistent with the company's core retail mission. Kent Chong Boon Keng manages the reporting structures that support international growth, focusing on regulatory compliance and operational synergy. This leadership role involves coordinating with regional teams to standardize business practices while respecting local market nuances. Through the development of robust support systems, Chong Boon Keng enables the organization to scale its home improvement model effectively. The Chief Operating Officer, INT- Office-International Bd Support provides the structural foundation necessary for sustained international success and operational stability.

Elyna Ang Yi Lin, the Chief Operating Officer, INT- Office-International Project Management Office at Mr Diy Trading, manages the execution of large-scale international infrastructure projects. Ang Yi Lin oversees the project lifecycle, from initial planning to final implementation, ensuring that new store openings and market entries meet corporate standards. By directing cross-functional teams, the Chief Operating Officer, INT- Office-International Project Management Office drives the timeline and budget adherence for international expansion. Elyna Ang Yi Lin coordinates with local operations to integrate the company's product categories into new markets effectively. This leadership role involves identifying operational bottlenecks and implementing solutions to maintain project momentum. Through rigorous project oversight, Ang Yi Lin ensures that international growth aligns with the company's strategic goals. The Chief Operating Officer, INT- Office-International Project Management Office provides the technical and managerial expertise required to expand the retail footprint across diverse geographic regions.

Law Sian Jian, the Chief Operating Officer, INT- Office-International Project Management Office at Mr Diy Trading, focuses on the optimization of international project workflows and resource allocation. Jian oversees the standardization of project management methodologies to ensure consistency across all international expansion efforts. By analyzing project performance metrics, the Chief Operating Officer, INT- Office-International Project Management Office drives improvements in operational efficiency and speed-to-market. Law Sian Jian collaborates with regional leads to resolve complex logistical challenges associated with entering new territories. This leadership role involves managing the integration of supply chain and retail operations within the international project framework. Through the implementation of scalable processes, Jian supports the company's objective of becoming a leading home improvement retailer globally. The Chief Operating Officer, INT- Office-International Project Management Office ensures that all international projects contribute positively to the company's overall growth and market impact.

Jia Yap, the Chief Operating Officer & Analyst at Mr Diy Trading, integrates operational management with advanced data analytics to drive retail performance. Yap oversees the evaluation of store-level data to optimize inventory levels and product placement for the 17,000 items offered. By applying analytical rigor to operational challenges, the Chief Operating Officer & Analyst identifies opportunities to enhance customer satisfaction and store efficiency. Jia Yap collaborates with the marketing and supply chain teams to ensure that data-driven insights translate into improved retail outcomes. This leadership role involves developing predictive models to anticipate market demand for hardware, household, and sports equipment. Through the synthesis of operational and analytical data, Yap supports the company's mission of providing affordable home improvement solutions. The Chief Operating Officer & Analyst ensures that the organization remains agile and responsive to changing consumer needs through continuous performance monitoring and strategic adjustment.

Adeline Soh Ai Lin, the Chief Operating Officer, INT- Office-International Project Management Office at Mr Diy Trading, leads the strategic coordination of international project teams to ensure successful market entry. Soh Ai Lin oversees the alignment of international operations with the company's core retail standards and quality expectations. By managing the communication flow between international project stakeholders, the Chief Operating Officer, INT- Office-International Project Management Office drives the successful deployment of new retail concepts. Adeline Soh Ai Lin coordinates with internal departments to ensure that all international projects have the necessary resources and support to succeed. This leadership role involves mitigating risks associated with international expansion and ensuring that project milestones are met on time. Through the application of structured project management, Soh Ai Lin supports the company's growth in the regional home improvement market. The Chief Operating Officer, INT- Office-International Project Management Office ensures that international operations remain consistent with the company's overall mission.

Coleen Niguidula-Ducusin, the Chief Marketing Officer at Mr Diy Trading, architects the brand identity and promotional strategies for the retail chain. Niguidula-Ducusin oversees all advertising campaigns and customer engagement initiatives designed to reinforce the ALWAYS LOW PRICES motto. By analyzing consumer behavior, the Chief Marketing Officer drives traffic to the 1,400 stores through targeted digital and traditional media efforts. Coleen Niguidula-Ducusin collaborates with product category managers to highlight new arrivals in stationery, electrical, and furnishing departments. This leadership role involves managing the brand presence across multiple platforms to attract DIY enthusiasts and cost-conscious shoppers. Through strategic market positioning, Niguidula-Ducusin expands the company's reach and strengthens brand loyalty in the competitive home improvement sector. The Chief Marketing Officer ensures that all marketing communications align with the company's commitment to providing high-quality, affordable products to the regional market.