A product strategist
Building systems grounded in market fundamentals and ecosystem dynamics — from global enterprise transformation to 0-to-1 ventures.
Got a Project?My Approach
"I build products that work, and make markets work."
Products work when they're grounded in market realities: where demand originates, how supply flows, what drives stakeholder behavior. Markets work when you build systems that connect them. I've applied this lens everywhere — from reimagining Apple's global supply chain to designing a B2B2C healthtech platform to growing early-stage B2B SaaS ventures — framing ambiguity into product, scaling what works, cutting what doesn't. Now founder of PhoenixBridge.co, strategic growth partners for tech and health ventures.
Core Expertise
Enterprise Systems & Operations
Led $B+ transformation at Apple. Built operational infrastructure across supply chain, manufacturing, and commercial functions.
Product & Platform Design
End-to-end product ownership from zero-to-one ventures to multi-stakeholder platforms. Turning ambiguity into shippable product.
GTM & Revenue Architecture
Pricing, segmentation, sales infrastructure. Built GTM systems across B2B SaaS, enterprise, and marketplace models.
Data Intelligence & AI
BI dashboards, analytics frameworks, AI/LLM-powered workflows. Translating data into decisions and automation.
Experience
Projects
Global Supply Chain Allocation System Innovation
System Innovation Lead, Apple · 2020–2023
The Challenge
As product lines grew more complex and manufacturing networks diversified, supply chain systems needed to become more adaptive: better demand prediction, faster supply remix, more responsive planning.
What I Did
- Translated operational complexity into adaptive planning architecture enabling dynamic demand prediction and flexible supply allocation
- Led cross-functional architecture design workshops with engineering, operations, and supply chain teams
- Defined and translated complex technical roadmaps into business impact KPIs for feature prioritization, global team alignment, and senior leadership visibility
Product Launch & Peak Event Management Systems
Product Owner - Launch Lead, Apple · 2019–2022
The Challenge
High-volatility product launches and peak events created demand spikes that BAU systems couldn't handle. Needed event management systems to buffer demand volatility, optimize inventory allocation, and prevent stockouts during critical launch windows.
What I Did
- Managed supply-demand dynamics for Apple Watch product line through multiple launch cycles
- Designed buffering logic and allocation algorithms for high-demand launch events based on both quantitative and qualitative demand-supply assumptions
- Tailor event management system to dynamically adjust best quote delivery based on real-time demand signals
- Built ad-hoc tools to bridge data sychronization gaps and coordinated cross-functional execution to rebalance supplies across channels for best SLA.
COVID-19 Supply Chain Contingency Management
Product Owner - Contingency Squad, Apple · 2020
The Challenge
COVID-19 brought extreme uncertainty, severely limiting data visibility across the global supply chain — blocked stock, unpredictable ETAs, and ongoing production disruptions. Rapid, effective decisions were needed despite incomplete information and rapidly shifting constraints.
What I Did
- Applied deep expertise in product, supply chain systems, and operations fundamentals to gather critical information from fragmented sources and build relevant scenarios under high-pressure, time-sensitive conditions
- Led cross-functional task force to synthesize actionable contingency plans and define practical response options
- Managed crisis response and escalation for the most critical channels and product lines, prioritizing actions for maximum business impact
OEM Transition & Digital-Physical Supply Chain Bridge
Product Owner - Ops Lead, Apple · 2020–2021
The Challenge
Onboarding and transitioning to new OEM partners required bridging physical supply chain changes (manufacturing locations, processes, capacity) with digital system changes (data formats, integration points, visibility). Vendor management and data synchronization needed to happen seamlessly to avoid production disruptions.
What I Did
- Designed supply planning logic for seamless transition and business continuity at SKU-level
- Built monitoring and reconciliation tools to ensure data accuracy during transition
- Coordinated phased rollout to minimize operational risk
Maritime SaaS/PaaS Product Positioning & Capital Strategy
Venture Partner & Advisor, FrontM · 2025
The Challenge
Complex product mix created confusion for prospective clients and investors. Company needed to redefine its product ecosystem and ICP segmentation, and rebuild inbound sales infrastructure and fundraising narratives.
What I Did
- Repositioned product mix into clear SaaS and PaaS offerings with refined ICPs
- Redesigned sales stack (pitch deck, website UX, pipeline CRM) for scalable inbound acquisition, leveraging AI tools for rapid prototyping and visualisation
- Synthesized compelling growth narratives for CLN & Series A fundraise
B2B Compliance SaaS Outbound Optimization
Venture Partner & Advisor, TUSS.io · 2025
The Challenge
Low outbound response rates and inefficient sales targeting. Needed AI/LLM-powered workflows and data-backed segmentation to improve outbound effectiveness and identify high-intent prospects.
What I Did
- Architected AI/LLM-powered outbound workflows for personalized messaging
- Built data-backed segmentation model to identify high-intent accounts
- Designed A/B testing framework for message optimization
B2B2C Corporate Health Platform
Co-founder & CPO, Heyva Health · 2023–2025
The Challenge
Employers lacked visibility into workforce health, employees weren't engaged, and chronic disease costs kept rising — while providers, pharmacies, and nutritionists operated in silos. Fragmented corporate health system in Indonesia created opportunity for aggregator platform.
What I Did
- Identified untapped opportunities within Indonesia's fragmented corporate health system
- Developed chronic disease risk models for 17 conditions, leveraging behavioral and localized clinical insights
- Built AI-enabled data synchronization to deliver personalized, actionable, and affordable interventions
- Designed aggregator platform connecting employers, medical providers, pharmacies, and nutritionists
- Owned product end-to-end: commercial model, UI/UX, system architecture for data collection, integration, analytics, and security
Commercial Intelligence Function
Product & Commercial Strategy Associate, BRF Global · 2017–2019
The Challenge
Global food company lacked unified commercial intelligence to drive short-term revenue strategies. Sales, margin, and market data existed in silos across regions (APAC, EMEA, LatAm), making it impossible for leadership to make data-driven decisions on portfolio allocation and market penetration.
What I Did
- Built commercial intelligence function from scratch
- Aggregated sales, margin, and market data using SQL, Excel, Power BI
- Created dynamic dashboards and insights for regional leadership teams
- Developed analytics frameworks that directly influenced portfolio allocation decisions
- Established data governance and reporting cadence for commercial planning
Portfolio Expansion for Market Penetration
Product & Commercial Strategy Associate, BRF Global · 2018–2019
The Challenge
The core frozen portfolio had low margin and struggled to achieve market penetration in regions with poor cold chain infrastructure, such as Africa. There was a need to diversify with a complementary product that overcame distribution constraints and supported business growth in new geographies.
What I Did
- Identified opportunity for a co-packed, shelf-stable product based on market trade data
- Developed the business case and GTM strategy specifically for shelf-stable format to support distribution and growth
- Led cross-functional coordination across sourcing, supply chain, and commercial teams to bring the new line to market
M&A Commercial Due Diligence Support
Management Trainee - Business Development, BRF Global · 2016–2017
The Challenge
BD team needed M&A support in commercial intelligence and data-backed evaluation frameworks to assess acquisition targets. Required analysis of market positioning, revenue synergies, and portfolio fit to support investment decisions.
What I Did
- Built commercial evaluation frameworks for M&A targets
- Conducted market analysis and competitive positioning assessments
- Modeled revenue synergies and portfolio integration scenarios
How I Work
Project-Based Consulting & Execution
Embedded in your team for defined deliverables — product strategy, system architecture, GTM planning, or digital transformation initiatives.
Advisory
Ongoing strategic counsel for founders, executives, or investors on product, commercial, and capital decisions.
Let's Talk.
Available for project-based and ongoing advisory engagements.