Professional profile

BusinessTransformation Leader

Fourteen years across enterprise SaaS, fintech, mobility, commerce, brand transformation and AI-enabled platforms.

Based in

Singapore · Working across Asia-Pacific

Email

Executive profile

Business transformation leader with fourteen years across enterprise software, fintech, mobility and commerce. I work across business position, customer experience, operations and technology — establishing which of them is constraining growth, then leading the change through to delivery rather than handing over a recommendation. Verified outcomes include reducing an EV delivery cycle from seven weeks to three, a 50% reduction; a 40% increase in product engagement; and contributions to 66% growth in daily logins and 55% growth in sales.

Experience

Oct 2025–Present

Product Design Lead & Digital Transformation — HEH Supplies / SG Organic

Commerce, marketplace and operational transformation

Lead transformation of a Singapore multi-vendor wellness marketplace.
Redesign mobile discovery, cart, checkout and PayNow journeys.
Connect customer experience with vendor operations, AI-assisted workflows and management visibility.

Nov 2023–Present

Design Director — Upsense Studio

Product, brand and AI-enabled business platforms

Lead product strategy, discovery and end-to-end design for digital services and business platforms.
Partner with founders and leaders to translate operating needs into roadmaps, workflows and product decisions.
Direct and mentor multidisciplinary contributors while establishing reusable systems and quality standards.

Mar 2022–Oct 2023

Senior Product Designer — Edde

EV mobility and enterprise systems

Reduced the EV delivery cycle by 50%, from seven weeks to three.
Contributed to a 40% increase in product engagement.
Led a five-member design team across strategy, mentoring and product-engineering collaboration.

Feb 2020–Mar 2022

Design Strategy Consultant — Burgundy Consultants

Corporate transformation and experience strategy

Advised corporate clients on strategy, market research and digital transformation.
Testing and experimentation informed improvements that increased retention by up to 30%.

Mar 2019–Feb 2020

Senior UX Designer — Deskera

Enterprise SaaS

Redesigned HRM, CRM, accounting and inventory workflows.
Contributed to a 20% increase in adoption and business conversions.

Jan 2017–Feb 2019

User Interface Architect — AlgoMerchant

AI-powered algorithmic trading

Led onboarding and information-architecture improvements.
Contributed to 66% growth in daily logins and 55% growth in sales.

Mar 2012–Dec 2016

Senior UI/UX Engineer — Xinfinit & DirectFN

International financial products

Designed and developed products deployed across 10+ international markets.
Responsive practices contributed to a 40% increase in mobile adoption.

Education

MSc Strategic Marketing — Distinction

Cardiff Metropolitan University

Associate Degree in Visual Communication — GPA 3.6

Pearson Education

Google UX Design Specialisation

Google

Selected recognition

2025

Website of the Year

Singapore Website Awards

2024

Awwwards Honours

Upsense Studio