• Set and lead a group of 7 to drive the global cross boarder product launch strategy in SEA, Japan, HK and Middle East markets, translating global eCommerce priorities into scalable regional growth initiatives. • Act as a key stakeholder to sales on strategic bids, collaborating with cross functional teams to provid tailored product solutions, pricing strategies, and carrier insights to strengthen proposals and improve win rates for large and complex opportunities. • Lead capacity planning and optimization across APAC and MEA, proactively review and manage seasonal fluctuations, leveraging utilization insights to maximize profitability and service commitments. • Orchestrate cross-functional alignment across sales, operations, and marketing to drive integrated go-to- market execution and delivery against aggressive growth targets and close customer experience gaps. • Own end-to-end business planning, including forecasting, pipeline strategy, and pricing modelling to ensure sustainable, high-quality growth. • Champion sales operational excellence by redesigning lead management, prioritization frameworks, and workflows to maximize conversion and productivity at scale. • Leverage data and performance insights to influence executive decision-making, optimize investment allocation, and continuously evolve acquisition strategy across markets.

Also: Managing director of Orange Connex Australia Key responsibility: • Lead global commercial strategy and execution across UK, Germany, Australia and Southeast Asia, acting as BU Commercial Owner for international markets. • Designed and drove Commercial Excellence initiatives, including standardized commercial processes, KPI frameworks, and performance reviews across regions. • Built and led a 20-person cross-country commercial, product and customer operations team (4 directreports), embedding a culture of accountability, data-driven decision making and continuous improvement. • Owned sales planning, annual target setting and performance tracking, ensuring alignment with strategic growth and profitability objectives. • Led multiple strategic programs end-to-end: business model design, pricing logic, cost structure, KPI definition, governance cadence and execution tracking. • Acted as process owner for product-commercial interface, translating customer and market needs into BRDs/PRDs and coordinating Product, Tech and Operations teams for delivery. • Established commercial dashboards and reporting cadence to track revenue, margin, customer acquisition and operational performance. • Built Australia operations from 0 to 1, including hiring, onboarding, training, performance management and incentive design. • Led P&L ownership, including budget planning, cost optimization, ROI analysis and margin improvement. • Partnered with external SaaS platforms and marketplaces to optimize tender-like commercial proposals, pricing structures and sales collateral. Key Results • Accelerated international product launches and revenue growth across multiple markets • Improved decision speed and forecast accuracy through KPI standardization • Achieved cost optimization and margin improvement via structured commercial governance

Key responsibility: • Led a regional Commercial & Operations team of 36 people across 6 countries (5 direct reports). • Owned commercial strategy, product design, pricing and performance management for non-standard logistics services. • Lead regional air & ocean product strategy and lifecycle management across SEA, translating global logistics need into localized, market-relevant solutions that meet evolving customer and bid requirements. • Managed annual revenue of USD 60M with ~70% gross margin, consistently delivering profitable growth. • Designed and implemented end-to-end commercial processes, from opportunity qualification to pricing, service delivery and post-performance review. • Acted as business product owner for commercial systems, translating business requirements into system workflows and governance. • Built data-driven KPI frameworks to measure service quality, commercial effectiveness and supplier performance. • Collaborated cross-functionally to optimize pricing models, cost structures and incentive alignment.

Key responsibility: • Drove Commercial Excellence projects across APAC through data analysis of sales productivity, customer segmentation and organizational efficiency. • Led restructuring initiatives to improve sales effectiveness and customer experience. • Led the launch of a real-time pricing and quotation system, doubling SME heavy-freight revenue within two years. • Supported regional go-to-market strategies for express, ocean freight (FCL/LCL) and economy logistics products.