Mr Diy Trading Executive and Leadership Team

Roselle Andaya, the Chief Executive Officer at Mr Diy Trading, directs the overarching strategy and operational execution for Malaysia's premier home improvement retailer. Overseeing a network exceeding 1,400 stores across three distinct brands—MR D.I.Y., MR.DOLLAR, and MR.TOY—the Chief Executive Officer ensures the company's mission of 'ALWAYS LOW PRICES' resonates with customers nationwide. This leadership role involves guiding the expansion and optimization of product offerings, which span hardware, household goods, electrical items, stationery, and sports equipment, totaling approximately 17,000 SKUs. Roselle Andaya drives the company's market leadership by fostering a culture of customer satisfaction and operational efficiency, directly impacting the accessibility of quality home improvement solutions for homeowners and businesses alike. The Chief Executive Officer's strategic vision solidifies Mr Diy Trading's position as a dominant force in the retail sector.

Froilan de Dios, the Chief Financial Officer at Mr Diy Trading, manages all financial operations and strategic fiscal planning for the expansive retail network. Overseeing the financial health of over 1,400 stores across Malaysia and Brunei, the Chief Financial Officer ensures robust financial controls and drives profitability through meticulous budget management and resource allocation. This critical role involves analyzing market trends, optimizing pricing strategies to maintain the 'ALWAYS LOW PRICES' motto, and securing capital for continued expansion of the MR D.I.Y., MR.DOLLAR, and MR.TOY brands. Froilan de Dios's expertise in financial forecasting and risk management is essential for sustaining the company's growth trajectory and delivering value to stakeholders. The Chief Financial Officer's leadership ensures financial stability across all operational segments, from hardware to sports equipment.

Harrison Devan, the Chief Financial Officer, S Office Financial Planning & Manager, Analysis at Mr Diy Trading, leads critical financial planning and analytical functions to support strategic decision-making. Overseeing the financial planning processes for the company's extensive operations, the Chief Financial Officer, S Office Financial Planning & Manager, Analysis ensures accurate forecasting and resource allocation to maintain the 'ALWAYS LOW PRICES' strategy. This role involves in-depth analysis of market dynamics, sales trends, and operational expenditures across all product segments, from hardware to sports equipment. Harrison Devan's expertise in financial modeling and performance analysis is vital for identifying growth opportunities and mitigating financial risks. The Chief Financial Officer, S Office Financial Planning & Manager, Analysis's contributions are essential for sustaining Mr Diy Trading's financial health and market leadership.

Leo Gan, the Chief Operating Officer at Mr Diy Trading, spearheads the operational efficiency and strategic deployment of resources across the company's extensive retail footprint. Overseeing the day-to-day management of over 1,400 stores nationwide and in Brunei, the Chief Operating Officer ensures seamless integration of the MR D.I.Y., MR.DOLLAR, and MR.TOY brands. This leadership position involves optimizing supply chain logistics, enhancing in-store customer experiences, and driving operational excellence in product categories ranging from hardware to household furnishings. Leo Gan's focus on operational scalability supports the company's commitment to 'ALWAYS LOW PRICES' by minimizing costs and maximizing throughput. The Chief Operating Officer's strategic initiatives are vital for maintaining market dominance and ensuring consistent product availability for DIY enthusiasts and businesses seeking cost-effective solutions.

Kent Chong Boon Keng, the Chief Operating Officer, INT- Office-International Bd Support at Mr Diy Trading, directs critical operational functions supporting international board initiatives and strategic growth. Overseeing key support structures for global expansion, the Chief Operating Officer, INT- Office-International Bd Support ensures alignment between corporate strategy and operational execution across diverse markets. This leadership role involves managing complex projects and facilitating communication between the board and operational teams to drive efficiency and compliance. Kent Chong Boon Keng's focus on international business development and support structures is crucial for scaling Mr Diy Trading's presence beyond its core Malaysian market. The Chief Operating Officer, INT- Office-International Bd Support's strategic oversight enhances the company's ability to deliver its 'ALWAYS LOW PRICES' promise to a broader customer base.

Law Sian Jian, the Chief Operating Officer, INT- Office-International Project Management Office at Mr Diy Trading, leads the strategic execution and management of international projects critical to the company's global expansion. Overseeing the Project Management Office, the Chief Operating Officer, INT- Office-International Project Management Office ensures that all international initiatives adhere to strict timelines, budgets, and quality standards. This role involves coordinating cross-functional teams to deliver complex projects that enhance operational capabilities and market reach for MR D.I.Y. brands. Law Sian Jian's expertise in project governance and international operations is vital for successfully implementing new store openings and strategic partnerships abroad. The Chief Operating Officer, INT- Office-International Project Management Office's leadership ensures efficient resource deployment and drives the company's commitment to providing affordable home improvement solutions globally.

Jayden Loh, the Chief Operating Officer Office Analyst at Mr Diy Trading, provides critical analytical support to optimize operational strategies across the extensive retail network. Analyzing performance metrics for over 1,400 stores, the Chief Operating Officer Office Analyst identifies key areas for improvement in efficiency and customer service, directly supporting the 'ALWAYS LOW PRICES' philosophy. This role involves gathering and interpreting data related to inventory management, sales performance, and operational costs across all product categories, from hardware to stationery. Jayden Loh's insights are instrumental in refining operational processes and ensuring the seamless execution of business plans. The Chief Operating Officer Office Analyst's contributions are essential for maintaining Mr Diy Trading's competitive edge and delivering consistent value to its customer base.

Wei Liong, the Manager (Chief Operating Officer Office) at Mr Diy Trading, oversees the administrative and operational functions supporting the Chief Operating Officer's strategic directives. Managing the day-to-day activities within the COO office, the Manager (Chief Operating Officer Office) ensures efficient coordination of resources and communication across various departments, facilitating the smooth operation of over 1,400 stores. This position involves supporting key initiatives related to supply chain optimization, in-store execution, and the integration of new retail technologies. Wei Liong's role is crucial for maintaining operational momentum and supporting the company's commitment to providing quality home improvement products at affordable prices. The Manager (Chief Operating Officer Office)'s diligent management contributes significantly to the overall efficiency of Mr Diy Trading's extensive retail operations.

Coleen Niguidula-Ducusin, the Chief Marketing Officer at Mr Diy Trading, architects and executes comprehensive marketing strategies to enhance brand visibility and customer engagement across Malaysia and Brunei. Overseeing the promotion of MR D.I.Y., MR.DOLLAR, and MR.TOY, the Chief Marketing Officer ensures the 'ALWAYS LOW PRICES' motto is effectively communicated to target audiences, including homeowners and DIY enthusiasts. This role involves developing innovative campaigns that highlight the extensive product range, spanning hardware, electrical, and home furnishing categories, while reinforcing the company's value proposition. Coleen Niguidula-Ducusin drives market penetration and customer loyalty through data-driven insights and strategic brand positioning. The Chief Marketing Officer's leadership ensures Mr Diy Trading remains the preferred destination for affordable home improvement solutions.

Jazel Mendoza, the Chief Human Resources Officer at Mr Diy Trading, directs all human capital strategies to foster a high-performing and engaged workforce across the extensive retail network. Overseeing talent acquisition, development, and retention for over 1,400 stores, the Chief Human Resources Officer ensures that Mr Diy Trading attracts and retains the skilled personnel necessary to uphold its commitment to customer satisfaction and operational excellence. This leadership role involves developing robust HR policies, implementing effective training programs, and cultivating a positive organizational culture that aligns with the company's mission. Jazel Mendoza's strategic approach to human resources is fundamental to supporting the company's growth and its 'ALWAYS LOW PRICES' ethos by ensuring efficient staffing and employee productivity. The Chief Human Resources Officer's dedication to people development is key to Mr Diy Trading's sustained success.