Bangkok, Bangkok City, Thailand
With over 15 years of operational experience living and working across Asia, I specialize in scaling premium European brands in the region’s most complex markets. A decade spent based in China, combined with living in Thailand, India, and the Philippines, has given me a rare "on-the-ground" perspective. I don't manage the region from a glass tower, but have actually built businesses from the street level up in diverse cultural landscapes. Currently serving as VP Sales APAC at Cibes Lift Group, I lead a workforce of 400+ people across a hybrid ecosystem of 8 direct subsidiaries and 15 distributor markets. I manage a $40M USD P&L. Track record of tripling the regional business size achieving a 15% CAGR over the last 5 years, consistently outperforming market averages despite economic volatility. My core value proposition: Organizational Leadership (Scale): Managing a diverse team of 400 staff across 23 countries. I focus on optimizing the "Luxury Showroom Experience" across 35+ direct retail locations while protecting EBITDA margins. Market Entry Playbook (Zero-to-One): I have a proven system for launching new markets from scratch. I built both our India and Cambodia entities from zero presence into million dollar businesses. Cultural Fluency: Business fluent in Mandarin (writing, reading and speaking) and conversational in Thai. My 15-year tenure in the region allows me to negotiate directly with local stakeholders and navigate regulatory nuances. Education & Impact: Masters in Management degree from ESCP Europe (ranked 7th worldwide by FT)
Leading the APAC & MENA region and orchestrated a commercial turnaround delivering a 20%+ CAGR (5-year average) and consistently outperforming market trends despite the global pandemic. - High-Velocity Scaling: Grew existing direct markets (Vietnam, Thailand, Indonesia) by triple digits through aggressive restructuring of sales funnels and digital lead acquisition. - Zero-to-One Market Entry: Successfully launched the Cambodia entity from scratch, building the legal, sales, and operational infrastructure to generate over $1M in annual revenue in record time. - Distributor Turnaround: Revitalized partner networks in Singapore and Malaysia, implementing "Best Practice" frameworks that elevated sales standards and dealer output. - Digital Transformation: Overhauled the Marketing & Sales funnel, integrating digital lead generation (DTC) and recentering business around LLMO with offline showroom execution to drastically improve conversion rates.
Grew existing direct business by triple digits in Indonesia, Vietnam and Thailand. Launched new market Cambodia from scratch. Took over dealership management in Malaysia and Singapore to help develop best practices in sales & marketing and achieve new levels of growth. Complete revamp of Marketing and Sales to increase lead acquisition and conversion rates. Rebuilt sales teams from scratch and established strong sales-first culture to create explosive growth.
Launched Indian market from scratch in a 0-brand awareness market. Despite CoVid, hit and exceeded budget targets by 26%. Built fully functional BU from ground up (Sales, Marketing, Finance, Legal, Installation) with 10 headcount, set up and optimized SOPs, and successfully expanded to 3 different cities. Developed / implemented innovative marketing and sales tools (e.g. quote generators, AI chatbot)
Smyrna used stabilized nature, a plant-based tech, to create innovative interior landscapes. Achieved a revenue of $750 kUSD at a 31% gross profit margin, profitable from day 1, led B2B sales (Fortune 500 firms, Chinese SOEs)
Built branding, expansion, sales and communication strategies for top clients e.g. Top 5 social network (expansion strategy), Leading German Luxury Brand (5 year plan), Top 3 Luxury Group (Brand Repositioning)