SINGTEL COMMUNICATIONS — STORE & PLATFORM OF THE FUTURE

PROJECT: Singtel 313 at Somerset Store and Platform of the Future
MANDATE: Architect and deliver Singtel’s New Flagship Store by reimagining the end-to-end consumer journey and creating a unified omnichannel ecosystem connecting marketing, physical retail, digital commerce, CRM, AI and mobile applications.
LOCATION: Singapore and Bangkok Thailand

THE CHALLENGE

Following Singtel’s planned relocation from its iconic Comcentre headquarters, I was appointed to architect and deliver a new 4,500 sq ft flagship at 313@somerset in under 10 months.

The mandate went far beyond store design: reimagine the end-to-end consumer journey and build a seamless omnichannel ecosystem connecting marketing, physical retail, digital commerce, CRM, AI, mobile applications, content and live commerce.

 

RESPONSIBILITIES & OUTCOMES

Led the end-to-end transformation across strategy, customer experience, store design, technology, operations, partnerships, organisational capability and go-to-market delivery.

Architected the Store of the Future vision, integrating physical retail, digital commerce, CRM, mobile applications, AI and live commerce into one unified omnichannel ecosystem.
Diagnosed existing consumer pain points and redesigned the end-to-end customer journey, future-state experience and priority consumer profiles.
Led the cross-functional programme across Retail, Operations, Consumer Marketing, Technology, Property, Procurement, Commercial teams and external design partners.
Designed the content, social-commerce and live-streaming strategy supporting new consumer acquisition and engagement capabilities.
Negotiated and delivered the world’s first TikTok × Telecommunications Retail Partnership, creating the Singtel TikTok Creator House.
Led five executive transformation workshops, aligning Singtel leadership and the C-suite around priorities, execution and long-term commercial growth.
Established executive governance, launch KPIs and the go-to-market framework connecting transformation delivery with commercial performance.

 

WATCH THE SINGTEL FLAGSHIP EXPERIENCE →

 

ENTERPRISE OMNICHANNEL & CUSTOMER EXPERIENCE TRANSFORMATION

PROJECT: King Power Group Enterprise Omnichannel and CX Transformation
MANDATE: Architect the enterprise omnichannel and customer-experience operating model and five-year transformation roadmap across nine King Power Group business units.
SCALE AND IMPACT: 2,700+ customer touchpoints | Nine business units | Six executive workshops | Five-year transformation roadmap
LOCATION: Bangkok Thailand

THE CHALLENGE

COVID-19 severely disrupted King Power’s travel-dependent businesses and accelerated the need for an enterprise-wide digital transformation. Working directly with Group CEO and owner Aiyawatt ‘Top’ Srivaddhanaprabha, I led the Accenture omnichannel and customer-experience workstream across the wider holding company.

The transformation encompassed King Power’s airport and downtown retail operations, Pullman Bangkok King Power and the Group’s five-star hotel portfolio, Leicester City Football Club, and the wider hospitality, digital and commercial ecosystem.

The challenge was to assess and integrate nine business units, map more than 2,700 customer touchpoints and align leadership around a unified omnichannel ecosystem and five-year transformation roadmap.

RESPONSIBILITIES & OUTCOMES

Led the enterprise omnichannel transformation across King Power Group’s nine-business-unit international portfolio.

Assessed the current state across an international portfolio of nine business units, including e-commerce, shopping malls, duty-free retail, hospitality and football.
Designed an enterprise omnichannel capability-assessment framework.
Evaluated omnichannel technology capabilities, customer touchpoints and enabling platforms.
Led six executive and category-lead workshops to align ambition, priorities and transformation choices.
Mapped end-to-end customer journeys and translated the findings into the five-year roadmap.
Assessed fulfilment and operational capabilities and exposed priority gaps and dependencies.
Developed the China customer-acquisition strategy.
Authored the enterprise omnichannel transformation strategy document.

 

VIEW OMNICHANNEL TRANSFORMATION STRATEGY →

 

CHINA’S FIRST AI-ENABLED BIOMETRIC COMMERCE PLATFORM

PROJECT: CONVENIENCE STORE OF THE FUTURE — NEW RETAIL ECOSYSTEM
MANDATE: Architect Suning’s next-generation convenience-store ecosystem by integrating physical retail, an AI-enabled mobile application, Huawei biometric technology, CRM, loyalty, digital payments and community engagement into one scalable New Retail platform.
SCALE AND AMBITION: FROM WHITE PAPER TO GREENFIELD DELIVERY | 12 direct reports | 280-person delivery ecosystem | AI-enabled application | Huawei biometric commerce platform | 20,000-store rollout ambition
LOCATION: Nanjing China

THE CHALLENGE

Suning set out to move from traditional electronics retailing into a scalable neighbourhood convenience-store ecosystem. The ambition initially existed as a white paper; the mandate was to convert the theory into a greenfield operating model and working solution.

The programme connected physical retail, mobile commerce, AI, Huawei biometrics, CRM, loyalty, digital payments, community engagement and fulfilment into one New Retail ecosystem capable of supporting a 20,000-store rollout ambition.

RESPONSIBILITIES & OUTCOMES

Converted the original white paper into a commercial, customer and operating blueprint for greenfield delivery.
Architected the end-to-end New Retail ecosystem and customer journeys.
Led 12 direct reports within a 280-person multidisciplinary delivery ecosystem.
Integrated Huawei biometric technology into the commerce and payment journey.
Defined the AI-enabled application, CRM, loyalty, payments and community-engagement capabilities.
Aligned executives, technology teams, store operations and external partners around one delivery model.
Created the pilot, governance and rollout approach required to move from concept to a scalable working solution.
Led 12 direct reports and coordinated a broader 280-person multidisciplinary delivery ecosystem.

VLEEMO ONCOLOGY CENTRE OF EXCELLENCE

PROJECT: 80-BED ONCOLOGY CENTRE OF EXCELLENCE & ADVANCED NUCLEAR MEDICINE FACILITY
MANDATE: Build the strategic and commercial blueprint for a proposed 80-bed greenfield Oncology Centre of Excellence and advanced nuclear-medicine facility.
SCALE AND AMBITION: Proposed 80-bed facility | Premium patient journey | 7-year commercial model | BOI investment strategy | Planned PET/CT, CT, MRI and Proton Therapy capabilities
LOCATION: Phuket Thailand

THE CHALLENGE

VLEEMO appointed me to build the strategic and commercial blueprint for a proposed 80-bed greenfield Oncology Centre of Excellence and advanced nuclear-medicine facility in Phuket.

The development integrated a premium patient journey, medical-tourism strategy, 7-year commercial model, technology roadmap, BOI investment strategy and partnerships with GE Healthcare and Siemens Healthineers—with planned capabilities spanning PET/CT, CT, MRI and Proton Therapy.

RESPONSIBILITIES & OUTCOMES

PURPOSE: Defined the healthcare mission, brand purpose and patient promise for a new regional oncology destination.
PATIENT EXPERIENCE: Designed the end-to-end journey across awareness, screening, diagnosis, treatment, recovery and continuing care—supported by family communication, digital engagement and personalised service.
CLINICAL AND TECHNOLOGY ROADMAP: Defined the proposed oncology and nuclear-medicine capabilities across PET/CT, CT, MRI and a planned Proton Therapy programme.
COMMERCIAL MODEL: Built the 7-year cost, pricing and revenue model required to evaluate investment viability and support long-term commercial sustainability.
OPERATING MODEL: Designed the service-delivery model, organisational capabilities, patient pathways and operating requirements for the proposed 80-bed facility.
STRATEGIC PARTNERSHIPS: Led partnership development and commercial negotiations with GE Healthcare and Siemens Healthineers to shape the medical-technology roadmap.
INVESTMENT AND BOI STRATEGY: Developed the Thailand Board of Investment strategy covering investment incentives, tax concessions, regulatory alignment and international workforce requirements.
MEDICAL TOURISM: Positioned the Phuket facility as a differentiated regional destination for advanced oncology, nuclear medicine and premium patient care.
Developed the healthcare ecosystem, medical-tourism proposition and Hospital of the Future innovation model required to establish the facility as a leading regional oncology destination.