CEO · Founder · Operator · Investor

Building consumer brands, operating at scale.

SwitzerlandSingaporeAvailable for select advisory & board roles

I've spent the past decade building two D2C consumer brands from zero to substantial size and profitability. I co-founded Mama's Choice in 2019 and scaled it to $30M USD in revenue and profitability across Southeast Asia. Today I'm CEO of AVEA, the leading European longevity supplement brand, where we've grown from $5M to $28M since I took over in 2024.

Before founding companies, I operated at scale — running different parts of Lazada across Southeast Asia, last as Co-CEO of Lazada Indonesia with a P&L close to $1 billion USD. I started my career in strategy at BCG. I work hand-in-hand with AI in everything I do.

0 → $30M

In 3 years with AVEA

2×

Built from zero to $30M+ & profitability

$800M

P&L managed at Lazada

Section 02 · Career

Two decades of building, scaling, and leading in consumer.

Investor & Advisor → CEO

AVEA

Joined the founding team in 2023 as investor & advisor, then took over as CEO in 2024. Grew revenue from $5M to $18M in year one, and to $28M today — while making AVEA the leading European longevity supplement brand.

2023 — Present · Switzerland

Year 1 as CEO
$5M → $18M revenue (took over as CEO in 2024)
Today
$28M ARR · 100k+ customers · 60+ countries
Team
35 across science, product, brand, retention, and ops
Funding
$7M raised to date
Edge
Engineered AI-citation strategy — cited by Claude, ChatGPT, Gemini, Grok, Perplexity
Trust
4.8/5 on Trustpilot · 10+ scientific advisors incl. head of the Cardiovascular Aging Lab, University of Zurich

2023 — Now

3 years

CEO & Co-Founder

Mama's Choice

Built a halal, natural personal-care D2C brand for mothers in Southeast Asia from zero — to $30M USD revenue and profitability. Across Indonesia, Philippines, Malaysia, Thailand, Vietnam.

2019 — 2023 · Singapore / Jakarta

Outcome
$30M USD annual revenue · profitable
Markets
Indonesia, Philippines, Malaysia, Thailand, Vietnam
Channels
Native to the SEA marketplace stack — Shopee, Lazada, Tokopedia, JD, Blibli + own D2C
Team
80 people built across SEA
Funding
Over $10M USD raised from Vertex, JD.com, BASE, and more
Today
Sold my shares partially in secondaries — remain a proud shareholder

2019 — 2023

4 years

Co-CEO Indonesia → CCO Philippines → Regional Head Vendor Mgmt

Lazada Group

Three escalating roles in four years. As Co-CEO Indonesia, oversaw rapid growth of the company — managing marketing, commercial, and operations with a P&L close to $1 billion USD.

2014 — 2018 · Indonesia · Philippines · Hong Kong

2016 — 2018
Co-CEO Indonesia · ~$1B P&L · oversaw rapid growth across marketing, commercial, and operations
2015 — 2016
Chief Commercial Officer Philippines · led commercial & category strategy
2014 — 2015
Regional Head of Vendor Management · designed the marketplace transformation playbook
Backed by
Alibaba Group, Temasek, Rocket Internet
Region
Indonesia, Malaysia, Philippines, Singapore, Thailand, Vietnam

2014 — 2018

4 years

Project Leader → Consultant

The Boston Consulting Group

Strategy work for leading multinationals across Switzerland, the UK, Thailand, Singapore, and Hong Kong. Where I learned to break a hard problem in two and ship the answer within weeks.

2009 — 2014 · Hong Kong / Zurich

Sectors
Retail, FMCG, financial services, industrials
Geos
Switzerland · UK · Thailand · Singapore · Hong Kong
Skills
Financial modelling, strategic positioning, market entry, M&A diligence
Why it matters
Structuring ambiguous problems is the operating system I still use as a founder

2009 — 2014

4+ years

Section 03 · How I operate

What I stand for.

Three principles that guide how I lead, hire, build, and decide.

Builder, not manager

I've shipped products, hired teams, navigated regulators, killed SKUs, and rebuilt funnels. The instinct to build — and to ship — is what defines my operating style.

AI-native by design

I don't bolt AI on top of existing operations. I rebuild operations around it. From competitor-scraping agents to AI-first management workshops, AI is part of how I work.

Consumer at heart

I've spent my career inside consumer-facing businesses across two continents. I know the discipline of going from a SKU that works to a brand people identify with.

Section 04 · How I work with AI

Not a tool I use. A partner I operate with.

I don't believe "AI is the future." I believe AI is now — and the founders and operators who treat it as a daily co-worker are quietly running circles around the ones who are still talking about adoption. Below, four ways I personally work with AI today, and the principles I follow.

The mindset is the moat. The companies that think with AI will outpace the ones that just use it.

— My operating principle

Strategic thinking partner

Before any major decision — a hire, a launch, a positioning shift — I work through the problem with AI first. Not to be told the answer, but to pressure-test my own reasoning. By the time I walk into a leadership meeting, my thinking has already been challenged from a dozen angles.

Decision-making

Agents that creative-brief themselves

At AVEA we run agents that scrape competitor ads across Meta and TikTok, decompose what's working, and turn those patterns into UGC scripts and creator briefs. The team's job shifts from writing briefs to approving them. Output goes up, cycle time collapses.

Marketing & ops

An AI-first culture, by design

Every management workshop I run is built with AI — and AI is one of the participants. We design exercises where the team has to use AI to solve real business problems live, side by side. After 18 months, nobody at AVEA talks about "AI adoption" anymore. It's just how we work.

Culture & leadership

Engineered for AI discoverability

We rebuilt AVEA's entire content stack so that LLMs cite us when consumers ask them for the best longevity brand. Today, every major LLM — Claude, ChatGPT, Gemini, Grok, Perplexity — surfaces AVEA as a category leader. That's not luck. It's a deliberate strategy I'd bring to any consumer brand I work with.

Channel & brand

Section 05 · Off the clock

A life beyond the spreadsheet.

The things that recharge me, sharpen my thinking, and keep me human. Real placeholders below — fill in with your own descriptions.

Alpine Ski Touring

There's a particular kind of clarity you only find in the stillness of the Alps — climbing for hours under your own power, then standing on a summit no chairlift could reach. Few things sharpen the mind like silence at altitude.

Surfing

Hard to think about anything else when a wave is coming. Surfing forces total presence — and happens to be one of the best full-body workouts I've found. The ocean has a way of resetting everything.

iii

Travel

New continents, new cultures, new ways of seeing how things work. Some of my best operating instincts came from sitting in markets and kitchens across Southeast Asia. Curiosity travels well.

Cooking

Picking up new techniques in the kitchen — the kind of skill that's only worth having if you share it. Cooking for the people I care about is one of the simple pleasures I refuse to give up, no matter how busy things get.

Building consumer brands, operating at scale.

Two decades of building, scaling, and leading in consumer.

What I stand for.

Not a tool I use. A partner I operate with.

A life beyond the spreadsheet.

Have something worth building?