Track record
Flagship programs
Selected engagements · outcomes at right
Phoon Huat Group2024 – Present · Head of eCommerce & Customer Service
Self-originated consulting engagement converted to CEO-direct leadership. Scaled a two-brand digital business across 10+ channels in Singapore and Malaysia; re-platformed both banners onto Shopify Plus; built an in-house LLM analytics tool for natural-language business intelligence.
20 consecutive months YoY growth
~27% p.a.
Reckitt / Mead JohnsonHead of Growth, ASEAN D2C
Owned the ASEAN D2C brand.com P&L for Enfamil and Enfagrow — first D2C outside North America to consecutive contribution-positive results.
$8M+ P&L · COP-positive
+15% CLV
lululemonOmni-Channel Manager, APAC
First dedicated APAC omni owner. Nine-market roadmap on a $1B regional P&L; mPOS across 40 AU/NZ stores in 90 days; Ship-from-Store across 20 Australian stores; regional Medallia NPS program.
$20M incremental revenue
Levi Strauss & Co.Omni-Channel Manager, AMA · Project Infinity
Conceived the store-fulfilled "small-market omni" model that took Southeast Asia from marketplace-only to direct-to-consumer — brand.com launched across four markets, a four-vendor RFP on ~1,300 requirements, and a regional Centre of Excellence in Kuala Lumpur.
4 markets launched
SEA D2C from zero
ITC InfotechPrincipal Consultant · USA + India
Three Magento builds for Sundial Brands (Unilever USA); ITC Ltd's D2C launched in 32 working days at 70% of estimated cost; CK Birla's post-GST network consolidated with ~10% logistics saved.
D2C in 32 days
~10% logistics saved
