Petaling Jaya, Selangor, Malaysia
I build and scale consumer brands across Southeast Asia, with a focus on omnichannel growth — spanning retail expansion, e-commerce, and in-store monetisation. Over the past decade, I’ve worked across both 0→1 launches and growth-stage scaling, leading initiatives from market entry to revenue optimisation. At RPG Commerce, I’ve played a key role in scaling Montigo’s retail footprint in Malaysia from 5 to 50 stores, before leading the brand’s expansion into Singapore — launching 7 physical stores from the ground up. Beyond expansion, I focus on building revenue engines within retail. I’ve led the development and rollout of personalisation services (engraving, UV printing) and introduced gifting product lines now adopted across stores in Malaysia and Singapore — driving improvements in conversion and average order value. Prior to this, I built and scaled brands such as Cosmic Cookware, achieving 6-figure revenue within weeks of launch and sustaining double-digit month-on-month growth across e-commerce channels. My strength lies in connecting brand, retail, and e-commerce into a single commercial strategy — and executing it end-to-end.
- Built and scaled gifting and personalisation as new revenue streams across MY & SG retail network - Designed and launched gifting product lines adopted across all stores - Led rollout of engraving and UV printing services across Montigo and Oiyo retail formats - Standardised personalisation operations across markets to improve scalability and efficiency - Drove improvements in in-store conversion and average order value through monetisation initiatives
- Led end-to-end expansion of Montigo into Singapore, launching 7 physical retail stores - Negotiated and secured high-traffic retail locations aligned with expansion strategy - Delivered ~20% month-over-month revenue growth across outlets - Built and operationalised in-store customisation (engraving & personalisation) as a new revenue stream - Optimised retail operations and in-store customer experience - Executed roadshows and retail events to strengthen brand presence and drive sales
Building brands and online sales channels from the ground up. Hyper-focused on accelerating the growth of brands under my portfolio. Taking Montigo and Cosmic Cookware to the next level by creating an omnichannel customer experience through online and offline integrated purchasing engagements.
Pioneered Adventoro to be the only start-up chosen from Malaysia for the World Tourism Forum Lucerne as a finalist of the Start-Up Innovation Camp 2019. Results were achieved by developing business and onboarding processes which led to an inventory increase from 100+ tours to more than 1,500 options for a complete consumer travel experience. Oversaw and drove revenue generation to an annual seven-figure sum in sales within one year, represented by a 300% annual revenue growth from 2017-2018 through a combination of effective digital marketing, ads and SEO optimisation in all our sales channels.
Pioneering team for the start-up of Red Deals. Developed systems and SOP for various components of the business, which involves sales, marketing, supplier chain management, order fulfilment, and content development for the website. Drove the procurement and business development with more than 100 different vendors as well as driving product innovation for in-house branded items. Created a physical to online shopping experience for customers from warehouse sale events to our brand.com online events.
Optimised all shipping activities in all regions under the Mysale Group (United States, United Kingdom, Australia, China, Singapore, Philippines, Malaysia) complied with procedures and policies. by managing the timely delivery of shipments as per defined targets and minimising service interruptions.
Drove innovative PR communications on accounts of MILO®, Hatten Group, Menarini Group in Malaysia.