Catherine Lee
Shrimp Export Lead
Goh Siong Tee Marine Product Sdn. Bhd

Catherine Lee is Shrimp Export Lead at Goh Siong Tee Marine Product Sdn. Bhd (GST), Malaysia, since 2019. GST is a leading aquaculture company and seafood exporter/importer.  Catherine is a seasoned international marketer, with over 10 years of experience with the China market. She has pioneered shrimp processing by providing structure, product profiles and specification, including SOP for shrimp harvest; and the conceptualisation, branding and product development for retail and online channels, and has successfully developed export markets (China, Japan, Taiwan and Australia) for both cooked and raw shrimp.

Prior to GST, Catherine ran her own seafood consultancy company embarking on improving productivity in the plant by setting SOP and staff KPI; redesigning packaging to reduce cost; increase loading capacity in containers; evaluating packing size to compete in local markets and developing new sales channels. From 2009 to 2018, Catherine was Senior Manager, Group Corporate Sales & Marketing at Blue Archipelago Bhd, Kuala Lumpur, Malaysia, responsible for building up a sales and marketing team, and harvest station team; P&L at the processing plant; strategizing penetration into emerging markets and is credited with the successful listing of the Pelagos brand in China’s mainstream supermarket, and securing contracts to supply into New Zealand and France.

Session 6 Panel on How to Maintain the Resurgence of the Black Tiger