I am passionate about the digital transformation taking place in the supply chain. Wanting to help transform the traditional logistics and supply chain industry comprising of process silos and singular solution offerings to catch up to the ever changing needs of an under siege sales and marketing team driven by the demands of the new consumer.I have over 20 years of hands-on industry experience supporting the end to end supply chains of consumer brands in the APAC region with a focus on e-Commerce and Cost To Serve. These experiences have driven home to me that supply chain and logistics is all about keeping the customer front of mind and using this to drive innovation, collaboration and adoption of new technologies while continuously communicating the case for change across different cultural teams. My view is that as an industry we need to acknowledge what many have known all along. Consumer power has been turbocharged by the ubiquitous Smartphone and this is now the new normal. The options are simple: adopt, adapt and invent or simply be left behind.