Doris Wee Hui Cheen

Chief Executive Officer

Doris’ greatest strength is her motivation and her belief in empowering staff in their area of work and giving back to society for the success she achieves in her area of business.

  • Wendell Trading Company
  • Blk 9 Marsiling Industrial Estate Road 3 #01-27,
    Singapore 73925
  • 65-6364 6122

Doris Wee started as the Marketing Executive of Wendell Trading Company, a company with 28 years’ history in the trading of chemical fertilizers and pesticides in Singapore. She was tasked with the responsibility for marketing programs, brand management and corporate sponsorship in major charities in Singapore. Prior to joining Wendell Trading Company, she worked in strategic business development at several multinational companies and she felt that she was ready to challenge herself in an autonomous environment and took the step of confidence to join her father’s business in 2006.

In her 13 years of business in Wendell Trading Company, she rose to the position of co-owner of the company in which she is meticulously involved in bringing strategic changes to the company’s business direction and expansion plans in Southeast Asia. Because of her conscientious effort in implementing key strategies and conducting research and development programs, the Company remains at the forefront in the industry, with the application of the most cost-effective methods and approaches, providing leading edge products and services and retaining its competitive edge. Her efforts were translated to an increasing market share in the fertilizer business sector in Singapore and Malaysia with sales turnover crossing the 10 million mark in 2015.

Doris’ greatest strength is her motivation and her belief in empowering staff in their area of work and giving back to society for the success she achieves in her area of business. She thrives on challenges, especially those that expand the company’s reach. Her company is an active player in charity drive and events.

Doris Wee is born in Singapore and holds a Bachelor degree from the National University of Singapore and a Post Graduate Diploma in Marketing. She believes in education as a way to improving knowledge and expanding one’s horizon. Her staff has benefitted from her vision and most of them are sponsored to pursue programs to upgrade their skills. Such programs have paid off in terms of the company’s level of productivity.

Wendell Trading Company is poised to become a market leader in the business of agrochemicals and fertilizers in the future.

  • Develop and maintain an effective marketing and public relations strategy to promote the products, services and image of the Company in the wider community.
  • Develop and maintain Total Quality Management systems throughout the Company to ensure that the best possible products and services are provided to customers.
  • Develop and direct the implementation of policies and procedures to ensure that the Company complies with all health and safety standards and other statutory regulations.

Believe in the empowerment and spirit of giving

Being second generation succeeding this business, i am proud of the success and continuity in the growth of Wendell Trading Company

“My belief is strongly inspired by my father who always encourage me to venture and giving me the chance of my life to step into this unchartered waters of unforeseen challenging in business. It is this opportunity that I have been given that entrench my belief that the company management to be committed to continuous employee development. It means fostering an environment of trust and helping employees learn from successes and analyze where their short comings are. In the manner, we can work towards refining customer satisfaction levels, but also improve employee morale. It takes training, practice, and the ability to accept mistakes as a part of the learning process.”

The ability to empowerment is translated into the spirit of giving: that stretches beyond monetary value, but whose value is beyond price. These include giving someone a chance, and giving others a reason to want to work for you, giving them latitude, it’s giving them the authority that goes with responsibility – it’s giving them due credit for their ideas. In my corporation we want to inspire and motivate in every employee, beyond monetary value

2014 – 2016

  • Active sponsor of charity drive held by various golf charity ie Keppel Charity Golf, SICC May Day Charity


  • Promoted to be co-owner of Wendell Trading driving business development affairs of Wendell Trading Company in Singapore and Malaysia. Key focus on core business of fertilizers and agrochemicals and strategic expansion into landscape and golf course maintenance.


  • Attain certificate of sustainable horticulture as part of improving professional knowledge in fertilizer and agrochemicals.


  • Sponsorship for clean and green week held by national parks board.

1997 – 2004

  • Worked in MNC as a marketing professional with regional responsibility in growing branding and market visibility of electronic products and IT products.