A sociologist by training, with over 20 years of business and startup experience in the Media, Web, Coffee and Social Business space, Pamela is very passionate about solving problems and is constantly excited about the possibilities that social businesses present to the betterment of business and society. Driven, motivated, creative, hardworking, determined and passionate about coffee, creating better businesses and making a real difference. She founded The Bettr Group (Bettr Academy + Bettr Coffee), a for- profit social business and vertically integrated specialty coffee company in Singapore that aims to change lives through coffee.Pamela sits on the Board of Directors of the global Specialty Coffee Association, is a World Barista Championship Certified Sensory Judge, World Coffee in Good Spirits Sensory Judge, Licensed Q Arabica Grader and Authorised SCA Trainer. She is also a Six Seconds Certified EQ Assessor.Prior to founding Bettr, Pamela co-founded, ran and grew a successful web consultancy, Digital Boomerang. Pamela was also part of the pioneer team in the web division of Singapore Press Holdings during the dot-com boom, juggling a diverse portfolio of responsibilities as Head of International Online Advertising Sales and Business Development.