Experience

Tsao Foundation

• Singapore
• Non-profit Organization Management
• 1 - 100 Employee

• Chief Executive Officer

  • Sep 2021 - Present



Sime Darby Kia Taiwan

• Taiwan

• Managing Director

  • Oct 2015 - Sep 2019

  1,350 units of aging stock (or 18 months’ inventory), dealers resigning from the network, low staff morale and high staff turnover, a nascent brand equity. This was the state of Kia’s Taiwan distributorship when I assumed leadership in October 2015. In less than 3 years, we have more than tripled sales volumes, expanded our dealer network two-fold, and have built a dynamic, passionate team. We also reversed negative assembly margins, dragged sales gross contributions from negative territory into positive, and expanded our brand equity. In a market that prefers Japanese and European brands, Kia was one of the few brands in Taiwan to expand its brand equity in the last 3 years. This, despite having the lowest marketing budget of any car brand in the mass market segment. In 2018, Kia became one of only 5 automotive brands in Taiwan to have expanded their market share in a shrinking market. Our efforts were recognized when we were awarded the prestigious Golden Merchants’ Award for Outstanding Foreign Company by the General Chamber of Commerce of China in 2017, only the third time in its 71-year history that the award has been presented to an automotive company. Show less



Sime Darby Motor Holdings Ltd.

• Singapore

• Managing Director

  • Nov 2013 - Sep 2015

  Tasked with the greenfield strategy of expanding into the developing markets of Indochina, I successfully managed the BMW Distribution business in Vietnam and grew the business two-fold during that period. Successfully launched the BMW Motorrad brand in Vietnam. Concurrently I also managed 2 of Sime Darby’s largest and most profitable operations, Performance Motors Limited and Performance Premium Select Limited (our premium used car operations). Tasked with the greenfield strategy of expanding into the developing markets of Indochina, I successfully managed the BMW Distribution business in Vietnam and grew the business two-fold during that period. Successfully launched the BMW Motorrad brand in Vietnam. Concurrently I also managed 2 of Sime Darby’s largest and most profitable operations, Performance Motors Limited and Performance Premium Select Limited (our premium used car operations).



Performance Motors Limited

• Singapore

• Managing Director

  • Mar 2010 - Nov 2013

  From 2010 to 2012, I was privileged to lead the Performance Motors Limited team to a historic three consecutive years of luxury segment dominance over Mercedes-Benz, In addition, we achieved volume market leadership in Singapore over Toyota, a world’s first for BMW. Beyond these headlines, Performance Motors Limited also raised customer satisfaction levels significantly during my tenure, and we raised the level of customer engagement programs to a new height with the creation of numerous lifestyle activities that resonated with our targeted audience and boosted customer loyalty. For these and other achievements, I was honoured to have been awarded the BMW Managing Director Award for excellence and outstanding achievements in 2011. Show less



Vantage Automotive Ltd.

• Singapore

• Managing Director

  • Jun 2005 - Feb 2010

  This was the proudest chapter of my corporate journey. It is here I established my credentials in building up weak brands and retooling companies for revenue growth. In my time at Vantage, I pitched for and secured the distributorship for a lackluster Peugeot brand. In 5 years, we build up the Peugeot brand to be one of the most successful European brands in Singapore and lay claim to the Number One best-selling French brand in Singapore since 2006. At the same time, I successfully achieved positive volume and market share growth for Ford, Peugeot and Land Rover in 2009 despite shrinking industry volumes. I also successfully secured a tender worth over S$70 million to supply over 1,000 units of light utility vehicles to the Singapore Armed Forces. However my proudest achievement at Vantage was creating a cohesive and familial company culture that enabled us to overcome numerous market challenges together as a team. Show less