System Architect
Building operational infrastructure grounded in market mechanisms and ecosystem dynamics — from global enterprise transformation to 0-to-1 ventures.
Got a Project?My Approach
"The secret formula is understanding the ingredients."
Every system is shaped by dynamics: where value concentrates, how incentives align, what drives behavior. Fundamentals first. Build second. This is what makes transformation stick. Not just new tools or processes, but systems designed around how things actually work. From reimagining Apple's global supply chain, to building a B2B2C health platform from zero, to scaling early-stage ventures. The context changes. The discipline stays. Now founder of PhoenixBridge, strategic growth and capital 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
- Tailored event management system to dynamically adjust best quote delivery based on real-time demand signals
- Built ad-hoc tools to bridge data synchronization 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, 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 Growth Infrastructure
Venture Partner & Advisor, FrontM · 2025
The Challenge
Complex product mix created confusion for clients and investors. Needed to redefine product architecture, clarify ICP segmentation, and build scalable sales infrastructure to support growth and fundraise.
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
- Onboarded to Phoenix system for streamlined capital strategy management - investor targeting and pipeline ops
B2B SaaS AI-Powered Outbound System
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
- Mapped outbound performance gaps — targeting and messaging misalignment
- Architected AI/LLM-powered workflows for personalized messaging
- Built data-backed segmentation model to identify high-intent accounts
- Designed A/B testing framework for continuous 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
- Mapped Indonesia's fragmented corporate health ecosystem — identifying where value leaked and how stakeholder incentives misaligned
- Designed aggregator platform architecture and partner economics — connecting employers, providers, pharmacies, and wellness partners
- Developed chronic disease risk models for 17 conditions, leveraging behavioral and localized clinical insights
- Built AI-enabled data synchronization to deliver personalized, actionable interventions across the ecosystem
Commercial Intelligence Infrastructure
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
- Mapped fragmented data across 3 regions and built unified data infrastructure
- 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
Asset-Light Product Ecosystem Expansion
Product & Commercial Strategy Associate, BRF Global · 2018–2019
The Challenge
The core frozen portfolio struggled with market penetration and profitability in regions with poor cold chain infrastructure, such as Africa. There was a need to diversify with a lead product that worked within distribution constraints and supported channel growth with better portfolio margins.
What I Did
- Mapped distribution constraints in regions lacking cold chain infrastructure — identifying why existing portfolio couldn't penetrate
- Designed product ecosystem strategy: shelf-stable lead product to open distribution channels for broader portfolio
- Built asset-light commercial model using co-pack partnerships with zero fixed investment
- Coordinated cross-functional build across sourcing, supply chain, and commercial teams
How I Work
Project-Based
Defined scope. Clear deliverable. Embedded in your team for a focused engagement to design and build systems for product, operations, or capital acceleration.
Ongoing Advisory
Ongoing partnership. Continuous refinement. Productizing workflows and building proprietary intelligence, systems, and infrastructure for scalable outcomes.
Let's Talk.
Available for project-based and ongoing advisory engagements.