Executive Leadership Across Dual Business Units

• Promoted to oversee and manage two synergistic operations: Yellow Pages’ digital agency services and YP Academy’s SkillsFuture-accredited training programmes

• Spearhead strategic planning, budget ownership, and P&L responsibilities across both commercial and training arms

Digital Agency Growth & Innovation

• Drove digital transformation projects for local SMEs, offering performance-based solutions in SEO, SEM, and content marketing

• Expanded digital product lines and introduced automation tools for client acquisition and campaign reporting

Workforce Development & Training Excellence

• Led curriculum development and trainer certification for WSQ courses in digital marketing, Google Ads, HubSpot, and SEO

• Delivered corporate workshops and government-funded training to equip learners with practical, job-ready digital skills

Operations & Process Optimisation

• Implemented shared services model to streamline HR, finance, and CRM systems across both companies

• Established OKRs and SOPs to improve cross-department accountability and client satisfaction

Strategic Partnerships & Accreditation

• Secured Approved Training Organisation (ATO) status for YP Academy from SkillsFuture Singapore (SSG)

• Built partnerships with government agencies, corporate clients, and platform providers (Google, HubSpot)

Business Continuity & Resilience

• Adapted operations during the COVID-19 pandemic to support virtual learning, remote client servicing, and business continuity planning

• Diversified revenue streams through hybrid training delivery and SME digital transformation initiatives

Led the company’s transition from traditional print directories to a digitally-driven marketing agency, implementing end-to-end digital solutions and transforming legacy business models.

Strategic Business Leadership

• Directed corporate repositioning from print to digital services, offering SEO, SEM, web development, and digital media solutions

• Developed and executed a multi-year strategy to scale digital revenues, streamline operations, and future-proof the business model

Digital Transformation & Online Platforms

• Led the development of an online business directory platform to replace printed directories, with enhanced search, mobile access, and lead generation features

• Implemented digital listing and advertising solutions, introducing performance tracking and real-time campaign analytics

Commercial & Operational Management

• Held full P&L responsibility; implemented pricing and cost management strategies to sustain profitability through the digital pivot

• Introduced new internal workflows and automated systems to improve operational efficiency and service delivery

Internal Digital Upskilling & Change Management

• Designed and conducted internal training programmes to upskill legacy print staff in digital tools, customer engagement platforms, and marketing technologies

• Facilitated culture shift workshops and mentoring to support staff adaptation to new digital roles and responsibilities

Product Innovation & Service Packaging

• Launched digital bundles tailored to SMEs, integrating website builds, social media management, and campaign tracking

• Oversaw continuous improvement of customer-facing platforms with enhanced usability and analytics

Client & Partner Development

• Secured partnerships with global tech providers to expand service offerings

• Led key account engagements, aligning digital campaigns with client objectives and measurable outcomes

Designed and delivered practical digital marketing training programmes for SMEs, startups, and marketing professionals, with a strong emphasis on applied skills and campaign execution.

Curriculum Development & Delivery

• Developed course materials covering SEO, SEM, social media marketing, Google Ads, email marketing, and analytics

• Delivered hands-on workshops tailored for business owners and working professionals seeking digital transformation

Applied Skills Coaching

• Guided learners through real-world digital campaign planning, keyword strategy, content optimisation, and ad performance tracking

• Provided 1-on-1 coaching and consultation for learners implementing live campaigns

Industry Tools & Certifications

• Trained learners on tools including Google Analytics, AdWords (now Google Ads), Facebook Business Manager, Mailchimp, and WordPress

• Prepared learners for industry-recognised certifications and in-company digital marketing roles

Client-Facing & Corporate Programmes

• Conducted in-house training for SMEs and corporate teams to upskill internal marketing functions

• Designed role-specific training paths for marketing executives, business development teams, and entrepreneurs

Feedback & Improvement

• Continuously enhanced course materials based on learner feedback, digital trends, and platform updates

• Tracked learner progress and campaign outcomes to measure training effectiveness

Oversaw strategic sales and business development operations across Southeast Asia, with full P&L accountability and regional leadership in customer growth, OEM penetration, and cross-border commercial planning.

Regional Sales Leadership

• Directed sales strategy and revenue growth for key accounts across SEA including Singapore, Malaysia, Thailand, and Vietnam

• Achieved YoY growth through customised connector and electromechanical solutions targeting the automotive, industrial, and medical sectors

• Cultivated and retained OEM clients through consultative selling and technical solution alignment

Business Development & Market Expansion

• Spearheaded entry into new verticals and geographies by identifying underserved markets and converting opportunities into long-term contracts

• Built pipeline strategies aligned with global product innovation and tailored for Southeast Asia market conditions

• Developed C-level relationships and regional partnerships to support sustainable market expansion

Strategic Account & Program Management

• Managed multi-country key account programs from concept to mass production, including cross-functional planning with engineering and operations

• Ensured margin performance through commercial negotiations, project costing, and product lifecycle value tracking

• Negotiated pricing structures and long-term agreements with multinational procurement teams

Leadership & Team Development

• Led and mentored a regional sales and applications engineering team, driving accountability and skills development

• Streamlined reporting and business forecasting for strategic clarity and responsiveness to global HQ

Customer-Centric Innovation

• Collaborated closely with design engineering and manufacturing to co-develop customer-specific solutions

• Drove customer engagement workshops and technical roadshows to strengthen pre-sales and post-sales engagement

Profit & Loss Accountability

• Held full responsibility for Southeast Asia’s P&L performance, driving profitability through revenue optimisation and cost control

• Monitored gross margins and implemented corrective strategies to sustain financial health across all product categories and regions

• Reported regional financial performance to global leadership, with clear visibility on ROI, sales conversion, and capacity utilisation

As a strategic interface between research and industry, I led efforts to translate cutting-edge microfluidics research into viable commercial and industrial applications. My role involved end-to-end responsibility for strategic roadmap development, cross-sector engagement, and research-commercial alignment, with a focus on high-impact outcomes.

Strategic Management

• Designed, managed, and updated business and technology roadmaps in collaboration with principal investigators, aligning R&D with emerging market demands and national innovation priorities.
• Evaluated early-stage technologies to identify commercialization pathways in biomedical, diagnostic, and precision engineering domains.

Industry Engagement

• Fostered strategic partnerships with industry players to co-develop technologies aligned with capability group strategies and program-level objectives.
• Engaged both local SMEs and MNCs through industry consortia, technical workshops, and joint development agreements to ensure research relevance and adoption.

Research & Partnership Negotiation

• Acted as the liaison between research teams, corporate partners, and IP officers to formalise collaborative R&D agreements.
• Facilitated alignment between technical specifications, commercial requirements, and IP frameworks, supporting sustainable partnerships with shared value outcomes.

Held global management responsibilities across APAC, EMEA, and North America for product strategy, lifecycle execution, and commercial performance.

Strategic & Portfolio Management

• Led global product positioning, lifecycle planning, and portfolio optimisation across business units

• Drove roadmap alignment with market trends, customer feedback, and regional needs

• Conducted competitive benchmarking and customer segmentation to inform product direction

Forecasting & ROI Ownership

• Owned quarterly and annual revenue forecasts for global product lines

• Aligned forecasts with plant capacity, regional sales targets, and inventory planning

• Managed ROI analysis for NPIs, influencing go/no-go investment decisions

Go-to-Market Execution

• Directed global GTM strategy, pricing, and value proposition development

• Created launch plans with coordinated cross-functional milestones

• Defined product messaging, positioning, and sales enablement tools

Cross-Functional Leadership

• Created and delegated sub-tasks across engineering, manufacturing, quality, and marketing teams

• Led product launch readiness, tracked progress, and resolved cross-team bottlenecks

• Championed structured execution to meet on-time delivery targets

Sales Enablement & Training

• Designed and delivered global technical training for sales and distributors

• Developed product guides, competitive tools, and launch training kits

• Enhanced partner and channel performance through certification and enablement programs

Customer Collaboration & VOC Alignment

• Worked closely with R&D and customer engineering for design-in adoption

• Facilitated feedback loops and custom requirements during development

• Integrated Voice of Customer insights into roadmap and product enhancements

Managed regional product portfolios and supported international OEMs with tailored connectivity solutions while ensuring commercial viability and operational readiness.

• Facilitated cross-border product launches and channel partner engagement

• Developed marketing collateral and training programs to support field teams

• Conducted market analysis and customer feedback loops to refine positioning

• Collaborated with operations and finance on product costing and pricing strategies to optimise profitability

• Involved in capacity planning and supply-demand alignment to ensure product availability across regional manufacturing hubs

Started as a product specialist and was promoted to product manager, responsible for managing core interconnect products.

• Supported design-in activities with global customers in automotive and industrial sectors
• Collaborated with factories and engineering to customise products to client specifications
• Presented at trade shows and technical seminars as subject matter expert