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I help businesses design and implement the CRM + marketing automation stack that reduces manual work, improves conv.
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Work Background
GrabGTS - Commercial Systems (Global)
Apr. 2025SingaporeGrab is Southeast Asia’s leading superapp, offering everyday services across mobility, deliveries, financial services, and enterprise solutions. With a mission to drive Southeast Asia forward, Grab empowers millions of users by improving access, productivity, and livelihoods through technology. Grabber Technology Solutions (GTS) is Grab’s internal technology organization, responsible for building and maintaining the systems that power the company’s commercial, operational, and enterprise functions. GTS plays a foundational role in enabling Grab to scale with precision—supporting thousands of Grabbers across Southeast Asia with reliable, integrated, and high-performing platforms. As Grab accelerates its next phase of growth, GTS is at the forefront of driving AI-led transformation across the enterprise. This includes embedding intelligence into workflows, automating routine processes, and enabling better decisions through data and platform governance. The mission is clear: to simplify complexity, unlock productivity, and create time, so every Grabber can focus on work that moves the company forward. Operating at the intersection of technology, business, and operations, GTS partners closely with teams across sales, marketing, customer experience, finance, and beyond, ensuring every internal system is aligned to support scale, efficiency, and resilience.
AcronisSenior Director, International Marketing APJ & MEA
Jul. 2023 - Oct. 2024Singapore
Menlo Security Inc.Senior Director: APAC Head of Marketing
May. 2022 - Jun. 2023SingaporeResponsible for overseeing the company's APAC marketing strategies, including branding, demand generation, product marketing, and corporate communications. My primary focus is to build the Menlo Security brand, elevate Marketing Qualified Account volume, and support the company's sales efforts through various marketing channels. I've been a pioneer in establishing Menlo Security's position as a thought leader in the industry, regularly participating in high-profile engagements such as leading as a moderator at CIO roundtables and serving as a panel speaker at the Singapore Cloud Expo. In addition, I've contributed to the field's discourse, authoring a significant piece on cybersecurity's role in fostering resilient transformation for the Australian Information Security Association. I've successfully driven an impressive increase in our Marketing Originated Pipeline, generating a substantial amount of pipeline while yielding a remarkable return on investment I organized and executed a successful Customer Advisory Board event in Phuket, which substantially contributed to the annual recurring revenue and prevented major churn. I was also instrumental in securing a significant new booking with a key security account within a short time frame. Lastly, I've been pivotal in managing and growing our Marketing Qualified Accounts (MQAs), which involved redefining and elevating the business using an Account-Based Experience strategy. This has led to a noteworthy conversion rate into the pipeline.
Johnson ControlsSenior Director, Head of Healthcare & Datacenter - Strategic Alliance
Jan. 2020 - May. 2022Singapore
Johnson ControlsSenior Director, Strategic Partnerships & Demand Operations
Jan. 2020 - Jan. 2022SingaporeDrove key partnership thought-leadership and drive a better-together executive motion between JCI as partners across 4 key pillars of Technology Partners, System Integrators, Solution Vendors & Managing Consultants that resulted in significant YoY pipeline growth. Notable partners are Microsoft, Accenture, NEC. • Drove Thought-Leadership narrative on Connected Spaces and Sustainability on a Global Campaign • Built and activate an ecosystem for strategic partnership with a very deep understanding of Partner Organization. • Developed net-new opportunities and accelerated existing opportunities across Sell-With, Go-To-Market, and Built-With partnership motion. • Built joint-solutioning programs that enable salesforce on both organizations to reach a better together result. Drove and supported digital transformation initiatives by forging a digital community, both internally and externally. • APAC Coverage – SG, MY, TH, VN, PH, ID, JP, CN, TW, HK, IN, AU, NZ, KR
GrabHead of Marketing (Supply & Engagement)
Jul. 2016 - Jan. 2020SingaporeEnabled growth-marketing on the supply side of Grab’s transport business and managed a large, decentralized marketing team across different stages of the maturity curve from the Go-to-Market fit stage to a Scale-Up stage. • Grew Grab’s supply base significantly in 2 years by improving lead conversion with high double digits growth rates. • Exceeded supply acquisition targets via a marketing technology stack; achieved by developing the supply brand architecture and a Demand Generation Engine that built and welcomed leads through an automated funnel • Onboarded SFDC Marketing, Service, Partner & Sales Cloud in 1 year by growing an internal App Dev team from 0 to 40 and framing an SFDC Centre of Excellence • Reduced Merchant Onboarding time very extensively and reduced significant OPEX expenditure due to business CRM Operational Excellence • Lead APJ marketing operation, campaign development, marketing analytics, field marketing, content marketing, and digital marketing. • Developed lead funnel architecture. • Managed significant and complex marketing budgets. • Lead in commercial negotiations with SAAS and Creative Vendors. • Enabled marketing scalability by onboarding multiple MarTech and AdTech tools ranging from Salesfoce.com Marketing Cloud to Leanplum to Web Analytics. • Developed Marketing Orchestration Processes with Grab.
LinkedInHead of Marketing Operations, APAC
Aug. 2015 - Jul. 2016Singapore / CALed a high-performing team of 4 APAC Marketing Operations Managers supporting four business units: Talent Solutions, Marketing Solutions, Sales Solutions, and Consumer. Managed and operated APAC marketing attributed pipeline revenue. Supported more than 60 marketers across APAC at scale, made possible by building and developing both proprietary marketing technologies and a seamless marketing operational process (eg Eloqua, Responsys, CQ5, Google Analytics). • Identified and built SLAs to close operational gaps between sales and marketing on round loop attribution • Deployed more than 250 campaigns within 1 quarter at scale while managing more than 80 million contacts which supported and contributed to APAC topline revenue • First marketing A.I Engine built in LinkedIn; drive MQL conversion accuracy at 93%
Blue Coat SystemsSenior Marketing Campaigns and Operations Manager - APJ
May. 2013 - Aug. 2015SingaporeLed and management of APJ marketing operations, campaigns, marketing activities, database and budgets across marketing communications, marketing development and channel development funds. Improve marketing operations processes. Define opportunity attribution model across Marketing & Channel investments. Manage Lead Management Processes across APJ & develop lead escalation model Develop end to end robust marketing campaigns & lead generation programs across APJ driving effective high volume leads utilizing low touch platforms (SEM, SEO, Social Media Marketing, Content Syndication…) Resulted in significant marketing attributed pipeline for APAC which saw a double-digit growth numbers in a mature market. Define processes, best practice for APJ marketing campaigns by managing and improving on campaign creation, data integrity & campaign reporting. Resulted in business numbers for management visibility. Develop best practice methods in measuring and tracking effectiveness and efficiencies of marketing campaigns across multiple platforms. (Google Analytics, Eloqua, SalesForce.com) Develop and manage APJ agencies for installed base marketing / telemarketing / telesales / lead qualification
PolycomRegional Campaigns Marketing Manager, APAC
May. 2011 - Mar. 2013SingaporeIn an APAC Campaigns capacity, developed Always On digital marketing campaigns. Pioneered lead scoring regionally and drove creation of various marketing nurture campaign utilizing persona based campaigns which are expressed across the campaign funnel as well as micro-sites with automated dynamic content. This resulted in QoQ lead generation growth
Sennheiser Consumer Electronics GmbHMarketing Communications Manager
Oct. 2008 - Feb. 2011SingaporeManaged marketing communications for the headphone and earphone lines of business and managed the launch of Sennheisers Fun & Fashion Segment product line globally. Rolled out the Rhythm in You campaign utilizing both online and offline channels with clear lead generation results globally impacting global sales.
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