Head of Business Strategy & Planning, APAC                                                                                  

Sep 2021 - Current

Drove regional alignment with corporate goals, enabling growth, operational efficiency, and strategic clarity. A core responsibility was consolidating regional business strategies into presentations for the Board of Directors and shareholders, delivering insights on sales trends, competitive positioning, and strategic risks. My work supported accurate forecasting, streamlined resource allocation and enhanced cross-functional collaboration.

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Key Achievements:

• Strategic Planning for BoD and Earnings Calls: Consolidated APAC regional strategies into comprehensive slides for the Board of Directors and quarterly earnings calls, highlighting key trends, strategic priorities, revenue projections, competitive share mix and business performance insights. Delivered overviews of market opportunities, performance highlights and lowlights, and competitive risks to inform stakeholders and guide decision-making.

• Strategic Resource Allocation: Optimized supply allocation strategies during critical shortages; balancing fulfillment rates, buffer stock and commitments for Samsung & Chinese OEMs. Safeguarded $100M+ in key accounts due to mitigating production line disruptions through collaboration with factories, demand planners and account managers.

• Scenario Analysis & Annual Forecasting: Developed advanced forecasting models and dashboards to address $300M+ in post-COVID overstock. Conducted scenario analyses on 5G phone volumes, ASPs, and market share to refine revenue projections for FY24–FY25 and guide business unit priorities.

• Budgeting & Sales Incentive Planning (SIP): Led annual budgeting and sales incentive planning processes, defining transparent performance metrics and aligning revenue forecasts with corporate goals. Improved operational consistency and team motivation through structured SIP frameworks.

• Market Alignment & Monthly Forecasting: Standardized TAM, SAM, and SOM definitions across APAC to unify marketing and sales strategies. Revamped forecasting processes for China, Taiwan, and Samsung markets, improving data accuracy, communication, and market opportunity assessments.

• Account Planning Standardization: Streamlined bi-annual account planning reviews, aligning strategic goals, risk mitigation, and revenue projections across key accounts. Enhanced collaboration between account managers and senior executives & BUs, driving consistent execution of objectives and financial targets.

• Leadership & Culture Development: Launched a 9-month leadership coaching program to develop emerging leaders in communication, management, and resilience. Investigated barriers to sales-leading culture across departments and introduced initiatives to strengthen cross-functional alignment & collaboration, and drive sales effectiveness.​​

Senior Director, Global Business                                                                            

Nov 2018 - Aug 2021

Led a team of 11 (2 direct, 9 indirect) across HQ and global teams, overseeing global pricing strategy, forecasting, budgeting, and contra spend approvals. Ensured alignment of sales and marketing objectives with corporate goals and compliance with FP&A guidelines. Supported the CFO with ad hoc business case assessments.

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Also Head of APAC Sales & Marketing, leading a team of 18 across 10 countries and 50+ channels. Directed sales and marketing strategies to achieve P&L alignment and regional growth. Developed enterprise sales opportunities by building system integrator business cases in collaboration with engineering and software teams. Supported cross-functional initiatives across pricing, marketing, product, and supply chain, ensuring seamless execution and measurable impact. 

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​Key Achievements:

• Strategic Planning: Crafted 2021–2022 product roadmap business case, earning approval from the CEO and Global Product SVP.

• Forecasting Leadership: Created global forecasting models for the CEO and supply chain, improving SKU-level planning.

• Pricing Strategies: Centralized VIVE’s global pricing data and developed a price elasticity model to forecast P&L impacts from various pricing strategies.

• Enterprise Marketplace Strategy: Developed the business strategy & plan for the VIVEPORT Enterprise Marketplace, focusing on VR software tailored to business needs.

• Automation Success: Led a team to launch global sales reporting on Power BI within six months, expanding to cover P&L, marketing, and forecasting insights.

• Financial Modeling: Conducted business case assessments for VIVE X startups, property investments, and software/content acquisitions across multiple BUs.

• Commercial Review: Reviewed legal contracts as commercial reviewer for HTC’s investments and sales operations.

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​​Senior Finance Director, APAC                                                                                            

Aug 2017 - Aug 2021

Led a team of 8 (3 Direct | 5 Indirect) across HQ and APAC, expanding financial and commercial operations to cover APAC and global business units. Partnered with Country Managers to develop strategic marketing plans and commercial offers.

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Key Achievements:

• Regional Profitability: Achieved profitability in APAC for FY19 & FY20 (only profitable region globally in this period).

• Global Reporting Insights: Launched a global P&L and budget variance BI dashboard, delivering insights to the CFO.

• Operational Efficiency: Disaggregated P&L reports by countries and business units, enhancing operational clarity.

• Process Optimization: Streamlined global forecast collection and financial reporting through FP&A leadership.

• Cost Controls: Implemented finance controls, saving over $2 million in marketing and contra expenses across South Asia via a new authorization process.

Senior Finance Manager, ANZ                                                                                                              

Jan 2015 - Aug 2017 

Led a team of 3 (1 Direct | 2 Indirect) to oversee financial and commercial operations for the ANZ business. Collaborated with Sales Directors to develop revenue-generating commercials, pricing strategies, and go-to-market (GTM) plans.

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Key Achievements:

• Revenue Growth: Increased quarterly sell-in volume of a flagship model by 40% (2x at Vodafone) through strategic commercial negotiations, optimized pricing and positioning strategies, and marketing initiatives alignment.

• Currency Risk Management: Saved $500,000 by proactively managing currency fluctuations (USD:AUD).

• Optimized Funding: Recovered $2million in additional funding by streamlining and optimizing prior sales incentives.

• Distributor Negotiations: Rationalized outstanding payments exceeding $500,000 with a Fortune 100 distributor.

• Cost Savings: Cut operating expenses by 16% through streamlined procurement and a travel approval process.

• Accounts Payable Efficiency: Reduced aged payables (>30 days) from >50% to <5% by enhancing approval processes and payment workflows.

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Duties:

• Reported to the local Managing Director with a dotted-line report to the HQ Group Finance Director and CFO.

• Conducted weekly multi-currency cash flow and accrual balance reviews (USD, EUR, AUD).

• Managed pricing and commercial offers for Carriers, Distributors, and Franchisees.

• Partnered with Account Directors to design device pricing, GTM strategies, and sales incentives.

• Monitored and optimized inventory levels, collaborating with Carriers and Distributors to meet demand.

• Established and enforced financial controls, ensuring compliance with signatory authorities and budget tracking.

• Oversaw quarterly OPEX and marketing (Marcom) budgets, aligning them with marketing campaigns.

• Prepared and delivered quarterly management reports and P&L statements.

• Conducted transfer pricing and statutory account reviews in collaboration with Ernst & Young.

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Sales Account Manager, ANZ Open Business                                                                               

Mar 2016 - Mar 2017 

Managed open-market customer accounts in ANZ, overseeing distributor and retailer relationships for Smartphones and VIVE Virtual Reality products. Achieved a 2.8x increase in annual sell-in volume with JB Hi-Fi by implementing targeted sales strategies and optimizing channel partnerships. Successfully led the launch of HTC VIVE Virtual Reality into the ANZ market, establishing strong distributor relationships and driving market penetration.

Co-founder & Group Financial Controller                                                                                                            

Jul 2012 - Jan 2015

Established in 1987, Endeavour Life Care a leading home healthcare equipment manufacturer and provider in Melbourne. 

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Key Achievements:

• Operational M&A Leadership: Supported the merger of Sylex Ergonomics (parent company), Reed Furniture (sister company), and Endeavour Life Care (recent acquisition). Directed the operational and financial consolidation of three business units into a single site, achieving seamless integration and streamlined operations.

• Strategic Financial Planning: Designed a 5-year financial model for the group, securing sustainable profitability.

• Cost Optimization: Consolidated manufacturing, assembly, and warehouse operations, saving $800,000 annually and improving factory recovery by 50%.

• Margin Improvement: Achieved an 11% improvement in contribution margin through centralized product management and cost control.

• Debt Reduction: Restructured private hire procedures. Reduced bad debts by 64% and enhanced admin efficiency.

• Department Efficiency: Saved $280,000 annually by optimizing the finance department and streamlining workflows.

• System Simplification: Simplified accounting systems, cutting licensing and training costs by $65,000 annually.

• Market Expansion: Boosted online presence and sales through successful implementation of an e-commerce platform.

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Duties:

• Acted as 2IC to the Managing Director and Company Secretary, driving strategic and financial decision-making.

• Led and mentored a team of 10 across finance and administration, driving operational excellence.

• Oversaw financial controls, cash flow management, and capital budgeting to support business growth.

• Prepared budgets, forecasts, and management reports, liaising with external accountants and auditors.

• Ensured ISO9001 compliance through internal audits and rigorous process reviews.

• Applied the 80/20 principle to optimize inventory and sales, enhancing resource allocation

Company Accountant (promoted from Assistant Accountant)                                        

Jul 2007 - Jun 2012

Sylex Ergonomics is a national Importer & Distributor of Office Furniture. 

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Key Achievements:

• Tax Optimization: Secured over $200,000 in tax deductions through effective use of the R&D Tax Concession program.

• Inventory Efficiency: Streamlined inventory processes, reducing warehouse rental costs by $100,000 annually and improving order processing efficiencies.

• Strategic Expansion: Conducted cost-benefit analysis for a potential branch in NT, enabling strategic decision-making.

• Process Improvements: Reduced Aged payables from over 50% to 5% by redesigning accounts payable workflows.

• Cost Reduction: Delivered savings across utilities, freight, IT and telecom expenses, enhancing overall profitability.

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Duties:

• Directed financial operations, cashflow management, payroll, tax compliance, and multi-currency Forex purchasing.

• Supervised a team of three, ensuring accurate bookkeeping, accounts payable, and financial reporting.

• Managed overseas creditor payments and optimized procurement workflows to improve cost control.

• Prepared statutory accounts, year-end reports, and tax filings in collaboration with external auditors.

• Partnered with Purchasing Manager to negotiate favorable import agent rates, reduced landed costs and margins.

• Oversaw IT and communication systems, ensuring operational efficiency and cost-effectiveness.