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Swee Lin Liew

Bain & Company

Swee Lin is a senior board level executive with more than 28 years of management experience in the ASEAN region creating shareholder value in financial services, e-commerce and TMT sectors.

Since 2007, she served as Executive Director at public listed media and financial services entities in Malaysia.

She most recently was attached to Astro Malaysia Holdings, ASEAN’s leading consumer media company with strong regional presence and a public listed entity in Malaysia, as its Group Chief Operating Officer. She also served as an Executive Director of Astro Go Shop, a joint venture with GS Home Shopping Inc. Korea after she spearheaded Astro’s vertical expansion into e-commerce which she set up as its pioneer management team in 2015.

Her tenure at Astro Malaysia is defined by a period of significant growth, transformation and shareholder value creation. She led multi-disciplinary teams for AMH’s B2C and B2B business verticals and Pay TV Go To Market business units overseeing product development, sales distribution, customer experience, business development, customer operations and supply chain. As the Executive Sponsor of Astro’s 2 year digital transformation mission, she led large scale digitalisation programmes, CRM deployments and technology platform roll outs. The breadth of role saw her manage over 2500 employees, extended network of sales/service distribution channels and more than 2000 invaluable business partners.

She has also held senior leadership positions at Standard Chartered Bank with responsibilities for its Wealth Management, Priority Banking, Credit Cards and Personal Loan portfolios. In the earlier years of her career, she gained multidisciplinary industry exposure in FMCG, insurance, food and beverage and pharmaceuticals when she headed up a regional business at Ogilvy One Worldwide, part of WPP PLC (a FTSE 100), which operated in Malaysia to serve its Asia Pacific clients.

Swee Lin is passionate about scaling high growth businesses in highly complex, customer focused and dynamic operating environment with regional and global ambitions. A keen champion of entrepreneurship, she is part of Endeavor Global Inc.’s mentor network with presence in 40 countries, which is dedicated to global entrepreneurship by driving economic expansion via active mentorship. Being a contributor to Lean in Malaysia (LIM), (part of Sheryl Sandberg’s LeanIn.Org Global network), she was a mentor for its 2019 Lean -In Career programme. She also has a keen interest in Neuro-Linguistic Programming, being a Certified NLP Practitioner.

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Astro is a leading content and consumer group in Malaysia and Southeast Asia with a focus on the pillars of watch, listen, read and shop.

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