Setel is a next-generation mobility platform redefining convenience for motorists—seamlessly integrating fuelling, EV charging, parking, and all your on-the-go needs into a single app, your ultimate companion for every journey.• Leading the Product & Technology department to build cutting-edge solutions, encompassing product management, product design, software engineering (Android, iOS, fullstack, backend), quality assurance, test automation, site reliability engineering, and system/IT support.

• Architected and led product development for Setel, driving a transformative shift in Malaysia's fuel retail market leadership from 2021 onwards. Delivered a 4.9-rated mobile app serving millions of motorists with innovative digital solutions, including one-tap cashless fuelling, cardless loyalty features, B2B fleet management, and enterprise tools like loyalty programmes and e-commerce. Expanded into EV charging, parking, insurance, and government subsidies while implementing AI-driven customer growth strategies, enhancing risk mitigation, and establishing robust compliance and payment frameworks.• Drove implementation for cross-functional GTM growth teams, pivotal towards enabling the surpassing of Setel’s 2023 growth targets. These teams from marketing, data analysis, design and product management are highly aligned and loosely coupled, each with a clear mission tied to essential business and customer metrics, and are empowered to rapidly test and iterate across campaigns, communications, personalisation, CLM & channels towards collectively moving the needle on growth OKRs.• Led product department with product management, product design, program management & technical writing, with stints of managing teams for marketing (March 2023 to Mar 2024), research (April 2021 - July 2023) & data (June 2021 - June 2022).

• Joined as staff #3. Led the building of Setel from zero to one, and product strategy towards disrupting the fuel retail industry and achieving product/market fit.• Assembled the product team with the functions of product management & product design.• Implemented agile product development with OKR empowered build teams - cross-functional teams of product management, design and engineering - highly aligned and loosely coupled, each with a clear mission tied to essential business and customer OKRs & metrics. Enabling customer obsession, performance-driven execution, and predictable release of a better version of Setel every 2 weeks.

Ezypay is a multi-award winning FinTech company powering subscription payments with $12 million AUD in annual revenue, headquartered in Australia with offices in New Zealand and Malaysia. Ezypay operates across a diverse range of industries, processing payments via direct debit and all major cards, with global payment processing capacity across 30 countries worldwide.• Led successful transformation of Ezypay's subscription payment product into an API-first platform powering mission critical cashflow backend capabilities for B2B customers across 30 countries, setting the stage for sustained success as the #1 revenue channel.• Led product management, business analysis and user experience design, with a combination of in-house and contract staff, dispersed across multiple timezones and countries (Australia, Malaysia and Poland).• Scaled product development processes and tooling implementation (JIRA, JIRA Portfolio, Confluence) to streamlining tracking and management of business milestone and project execution and consolidation of knowledge across the organisation.

• Managed team of four business analysts and two UI/UX designers, working across the entire Ezypay product portfolio - Ezypay secure site, iconnect360 membership CRM software, HQ back office.• Led the scaling of Ezypay across 7 countries- New Zealand, Singapore, Malaysia, Philippines, Taiwan, Hong Kong and China - with client-specific integration needs in a year, securing a major client driving more than 40% annual revenue to Ezypay’s bottom line.• Led the shipping of solutions for the swimschool industry, from research (site visits, interviews, competitor analysis) to requirements, design and delivery of market differentiating offerings like online bookings working with swimschool terms, complex pricing and recurring payments, enabled the securing of two top revenue clients.

• Joined as KL staff #1 and first UI/UX designer for the company.• Pioneered UI/UX design in Ezypay, introducing the use of rapid prototyping, design standards and implementation of prototyping tools (Invision) to facilitate product ideation.

Appspace is a platform for digital signages and enterprise video, providing a full-serviced solution to publish and stream content across multiple devices, headquartered in US with offices in UK, UAE and Malaysia. • Front-end development (HTML, CSS, WPF, ASP.NET, C#, MySQL, SQL Server) & design (Illustrator, Photoshop) for client projects leveraging Appspace's digital signage platform capabilities.