The SRA Council.

Mr Ernie Koh is currently Chairman of Commune Lifestyle Pte Ltd (100% subsidiary of Koda Ltd) and also the Executive Director (Marketing) of Koda Ltd (listed in Singapore Stock Exchange 2001). Ernie has significant experience in international marketing and corporate branding. He is at the helm of the Group’s marketing initiatives, particularly in customer relationship management, client base diversification, trade fairs participation, new product launches and marketing talent recruitment. Ernie is also instrumental in identifying the latest design trends and dealing with changing consumer preferences. Ernie has been with Koda for more than 25 years. During his tenure, he has rapidly expanded Koda’s market share, reaching out to more than 120 customers across more than 40 countries throughout the globe.

Ernie is also actively involved in the business and creative communities and is often invited to present papers in various international conferences globally. He sits on and has served in various capacities in Trade Associations, Committees and Advisory Boards:-

Ernie holds a BSc. in Marketing from the University of Oregon (USA) and an MBA in International Marketing from the San Francisco State University (USA).

Ms Vivien Lim is both Director and General Manager for BHG (Singapore) Pte Ltd with 30 years of experience in the retail industry.

She leads the company’s strategic direction, business growth, product strategy and store transformation plan.

She started off her career as a Merchandising & Marketing Manager with a retail sports chain and was the General Manager for a couple of Sports retail brands before becoming the Director of Merchandising with Tangs Departmental store where she transformed their beauty floor on Level 1 & 4, developed the new merchandising strategy and initiated their new fashion, sports and lifestyle concepts.

Vivien Joined BHG Singapore in June 2019 as Head of Merchandising, she heads up the merchandising department and part of the leadership team to transform BHG Departmental store Singapore into a progressive retailer with their Re-Invention plan. She has recently transformed the Beauty and Home & Living/Kids floor for BHG’s flagship store at Bugis, developed 8 in-house brands and help set up the company’s ecommerce site.

Pang Fu Wei is the Group Managing Director / CEO of Kim Hin International, where he leads the group’s strategic direction, business and corporate development, brand portfolio, retail transformation, regional distribution strategy, and organisational capability building.

Fu Wei began his career at Mothercare Singapore as a Management Trainee, where he gained hands-on experience running the flagship store before moving into broader responsibilities across marketing, merchandising, and e-commerce. He became Managing Director of Mothercare Singapore four years later, before taking on increasingly senior leadership roles within Kim Hin International.

Over the years, he has strengthened the group’s distribution portfolio by adding over a dozen brands including Cybex, K-Mom, Mamas & Papas, Love To Dream and Jamie Kay. He has also led major strategic initiatives including the acquisition and integration of retail and distribution businesses, the development of house brands such as NotTooBig, Snapkis, Mimosa, Love Amme and Sparkle Clean, the rollout of digital transformation projects, and the creation of new retail concepts including the world’s first Mothercare experiential store format.

Fu Wei joined Kim Hin International in 2013, starting his journey with Mothercare Singapore as a Management Trainee. He took on operational and commercial responsibilities across store management, marketing, merchandising and e-commerce, before becoming Managing Director of Mothercare Singapore four years later.

He now leads the group’s senior management team and contributes to the company’s long-term strategy, business transformation, brand development, regional growth and organisational capability building.

Mrs Helen Khoo is the Special Advisor to Chairman’s Office, Wing Tai Holdings Limited. She was conferred the Miflora M. Gatchalian Medal for Women Global Quality Leadership Award 2013, Achievers & Leaders Award (Business Leadership) 2012, WDA’s Singapore Workforce Skills Qualifications Champion 2010, Retail Leadership Award 2008 and International Management Action Award (IMAA) 2007.

Helen is a Member of the Business & Services Academic Advisory Committee (BSAAC) on curriculum & educational development of ITE, Honorary Secretary of Orchard Road Business Association (ORBA), Advisory Board Member of National Museum of Singapore (2022-2024). She chaired WDA’s Retail Industry Skills and Training Council and was a member of Spring Singapore’s Policy Advisory Committee. She was also Board of Director of Civil Service College (2013-2015).

Helen graduated with a Bachelor of Arts (Honours) degree from the University of Hong Kong.

Lynn leads OSIM’s Singapore, Malaysia and International (franchise) businesses, driving growth across markets and expanding OSIM’s global footprint. She also supports the CEO in shaping strategic priorities across product innovation, digital transformation, operational excellence and brand building, while leading OSIM’s evolution into a modern well-being brand with experiential touchpoints, stronger digital engagement and broader channel reach to connect with younger generations.

Marketing Executive — 1 July 2002 Senior Advertising & Promotions Executive — 1 July 2003 Assistant Advertising and Promotions Manager — 1 July 2005 Assistant Marketing Manager — 1 Nov 2006 Marketing Manager — 1 Sep 2009 Assistant General Manager — 1 Dec 2009 General Manager — 1 Jan 2013 Deputy Managing Director — 1 Feb 2017 2nd Deputy Chief Executive Officer — 1 April 2019 Deputy Chief Executive Officer — 1 Jan 2025

Lynn leads OSIM’s Singapore, Malaysia and International (franchise) businesses, with responsibility for business growth and global market expansion. She also oversees cross-functional teams across digital technology, product innovation and capability development, including OSIM Academy and the OSIM digital ecosystem.

As part of the leadership team, she supports the CEO in shaping and executing OSIM’s strategic priorities across innovation, digitalisation, operational excellence and brand transformation. Her focus is on evolving OSIM into a modern well-being brand through experiential customer touchpoints, expanding channels beyond retail, strengthening relevance with younger consumers, and building long-term organisational capabilities.

Mr R Dhinakaran is Managing Director of Jay Gee Group of Companies (Singapore) which retails several leading international fashion and lifestyle brands.

Affectionately known as Dhina, he was President of the Singapore Retailers Association (SRA) from 2016 to March 2022. During his Presidency, Mr Dhina was instrumental in the formulation of the Code of Conduct for Leasing of Retail Premises in Singapore as part of the Fair Tenancy Pro Tem Committee and the 5-year Roadmap developed in 2021 for the retail sector. Mr Dhinakaran was appointed Immediate Past President (2022-2024) at SRA’s 44th AGM on 23 Mar 2022 to provide guidance, mentorship and stability to a new team of leaders in the SRA Council.

Dhina sits on and has served in various capacity in Committees, Councils and Advisory Boards and also appointed as Justice of Peace by the Ministry of Home Affairs.:-

He was a former Nominated Member of Parliament (NMP) and he has also served as a Trustee of SIM University Education Fund, member of the SIM Governing Council, Charity Council of Singapore (MCCY), Singapore Productivity Centre Board, and Vice President of Institute of Singapore Chartered Accountants, Vice Chairman of Singapore Indian Chamber of Commerce, Deputy Chairman of Workforce Development Agency and Deputy Chairman of Skills Future Singapore (SSG), Chairman of Audit & Risk Committee, SSG (MOE).

Dhina has shown interest over the years to leverage his skills and experience gained in leading businesses effectively in managing non-profit organisations for social causes as well. He is a Chartered Accountant (CA) of Singapore and holds a Masters Degree in Business Administration (MBA).

Mr. Tan Tong Hong is the Co-founder & Managing Director of Big Box International Pte Ltd, the company behind ActionCity, a leading homegrown retailer of distinctive collectible toy experiences. A graduate of the Nanyang Academy of Fine Arts (1993) and an avid Star Wars enthusiast, he founded ActionCity in 2000, securing exclusive partnerships with global brands including Hot Toys, Medicom Toy, tokidoki, Walt Disney Studios and Sanrio.

Under his leadership, ActionCity has become a key player in Singapore’s pop-culture scene, curating designer-art collectibles, staging shows with major malls, and engaging fans at events such as Culture Cartel and Indonesia Comic Con. Notable milestones include the launch of AC Cafe at Jewel Changi Airport in 2019 and BLAXK by ActionCity in 2021, a premium pop art gallery connecting collectors, artists and influencers.

Ms Cathy Cheng is the Head of Retail Operations at Eu Yan Sang Singapore Pte Ltd, a prominent player in the Traditional Chinese Medicine (TCM) landscape across Asia, boasting a heritage spanning 145 years.

In her role, she oversees both retail and corporate operations in Singapore, upholding the company’s mission of ‘Caring for Mankind.’

With over two decades of experience in retail and business development, Cathy is deeply passionate about retail innovation and transformation within the retail sector, aimed at strengthening consumer intimacy and operational excellence.

Cathy holds a BSc Honours Degree in Business Economics from the University of Leicester, UK, and a Master of Accounting and Finance from the University of Birmingham, UK.

Mr Vipul Chawla is the Group Chief Executive Officer of FairPrice Group, which comprises NTUC FairPrice, Kopitiam, NTUC Foodfare, and NTUC Link social enterprises. FairPrice Group is committed to serve consumers’ essential needs from groceries to food services and solutions. FairPrice Group has a footprint of about 570 stores across Singapore and employs over 14,000 staff with an annual turnover of over $4.5 billion.

Vipul is responsible for steering FairPrice Group towards its social mission to moderate the cost of living while ensuring that the group achieves sustainable growth for its business objectives.

Prior to joining FairPrice Group in 2022, Vipul has 30 years of experience, learning, growing and leading Fortune 500 companies throughout the world. His last 15 years have spanned global roles based out of the UK, Singapore and USA, covering global brands which are market leaders.

In his previous role as Division President for Pizza Hut International, a part of Yum! Brands Inc., the world’s largest restaurant company with an excess of 50,000 restaurants globally, Vipul steered a transformation of the Pizza Hut Division to an agile, purpose led, digitally enabled company, moving the needle from less than 15% digital to approximately 60% digital during on his watch; and led in excess of 350,000 employees in 110 countries.

In 2013, he was named as one of the 50 leading marketers in Asia by the Internationalist.

As Managing Director of Guardian, Mr Naresh Kalani leads Singapore’s leading Health & Beauty retail chain. His focus on the customer experience and empowering the team has resulted in a track record of delivering strong shareholder returns in several retail roles over the last 10 years.

With over 20 years of experience, Naresh has held several leadership positions such as General Manager of Guardian Indonesia & Board Director at PT Hero Tbk, Executive Director, Guardian Singapore, and several positions at Jardine Schindler Group, and Jardine Cycle & Carriage. He has worked in Hong Kong, Indonesia, Malaysia, Singapore, and Thailand.

Naresh read Economics at the London School of Economics & Political Science, UK and recently completed an executive leadership programme at INSEAD.

Jason is the Founder and CEO of Scent by SIX, where he leads the company’s strategic direction, brand partnerships, and creative direction across its scent branding and ambient scenting work for hotels, airlines, retailers and consumer brands. He oversees business growth, client relationships, and the development of bespoke fragrance programmes, including signature work for partners such as Singapore Airlines and Eu Yan Sang.

Jason began his career in 2010 as the founder of a Singapore distribution venture, before joining Givaudan, the world’s largest fragrance and flavour house, where he completed a management associate programme and went on to manage key FMCG accounts across Singapore and Jakarta. In 2014 he founded Scent by SIX and built it from the ground up into one of Singapore’s leading scent branding companies. Over the past decade he has led signature collaborations with major brands, including the Batik Flora scent created for Singapore Airlines, and pioneered the use of bespoke fragrance in eldercare and emotional wellbeing.

Jason founded Scent by SIX in October 2014 and has served as its Chief Executive Officer since inception. He leads the company’s overall management, brand strategy, and creative team, setting the direction for its fragrance development and ambient scenting programmes. Under his leadership, the company has expanded its client base across hospitality, retail and consumer brands, and helped establish Singapore as a credible home for world-class scent branding.

Mr Alwyn Chong started his career in brand management in 2002 with LUXASIA Singapore, he then spearheaded the company’s entry into China where he spent 6 years developing the market based in Shanghai.

In 2017, Alwyn assumed the role of Managing Director and oversaw the development of the Southeast Asian markets. He spearheaded the retail development and expansion of the group.

In 2015, Alwyn co-founded _&Co., a company specialising in museum stores and F&B, focusing on collaborations between Artists, Designers, Makers and across cultures and borders. He is also the co-owner and director at Foreign Policy Design Group, an international branding agency headquartered in Singapore.

From April 2021, Alwyn also leads the Jollibee Malaysia operations, a partnership between Jollibee Foods Corporation and LUXASIA Group, as their Managing Director.

Mrs Wong Sioe Hong was appointed Executive Chairman of Metro (Pte) Ltd with effect from 1 October 2012. As Executive Chairman, she serves as the key strategist of the Group’s retail operations and is responsible for charting the future direction of this division. With over 40 years of industry expertise, Mrs Wong also holds the positions of Vice Chairman of the Orchard Road Business Association.

She first joined Metro’s retail organization in 1971 and had served as the Managing Director of Metro (Private) Limited from 1994 to 2012, overseeing the overall retail operations of the Group in both Singapore and Indonesia. Mrs Wong has played an instrumental role in transforming the Metro retail arm into a major retail operator in Singapore and will continue to oversee the Group’s retail expansion in the region.

Mrs Wong holds a Bachelor of Science (Commerce) from the University of Santa Clara, USA.

Managing Director, Harvey Norman® Singapore and Malaysia

Ms. Kwok was appointed as Managing Director on 26 June 2024 and is responsible for providing overall strategic and operational executive direction for Harvey Norman® Singapore and Malaysia.

In 2001, Ms. Kwok joined Harvey Norman® Singapore as a Category Manager for Computers & Communications. In 2003 she was appointed as Assistant General Manager for Computers & Communications, tasked with assisting the Managing Director in setting up Harvey Norman® Malaysia.

In 2005, Ms. Kwok was promoted to General Manager for Computers & Communications for Harvey Norman® Singapore. In 2018, Ms. Kwok was promoted to the Chief Operating Officer for Harvey Norman® Singapore.

Ms Kwok holds a Bachelor of Business Administration from the National University of Singapore, and an MBA (Retail Studies) from the University of Stirling.

Mr Ng Whye Keong is the Group Director of Pet Lovers Centre (PLC). He joined PLC in 2011, supporting the company in finance and human resources as it expanded. A pioneer in the pet food and accessory retail industry in Singapore, PLC is a household name today, known for its ability to offer its customers the widest and freshest range, coupled with prompt and warm service. To date, it is the largest pet chain store within Singapore and Malaysia.

Whye Keong holds a Bachelor of Science (Honours in Actuarial Studies) from the London School of Economics and Political Science.

Carol is a seasoned telecommunications executive with over two decades of experience spanning marketing, sales, and commercial leadership. Since entering the industry in 2001, she had held multiple strategic portfolios, building deep expertise in consumer segment.

She currently leads Retail and Customer Excellence team, driving frontline performance , commercial growth, and end-to-end customer experience transformation. With a strong grounding in both brand and revenue disciplines, Carol integrates strategy with execution – elevating retail productivity while strengthening customer loyalty.

Mr Jeremy Taylor is the Managing Director of Stevetay Pte Ltd (Cash Converters). Cash Converters is the world’s largest chain of physical secondhand stores. Cash Converters operates 14 retail stores in Singapore and Malaysia with a strong online presence.

Jeremy obtained a BSc Honours Degree in Managerial and Administrative Studies from Aston University in Birmingham, UK.

A former Swiss national Judo champion, Christian joined TC Acoustic in 2010 as its Sales Director and rose to become the CEO in 2013. Together with his team, Christian has grown TC Acoustic from a single Singapore showroom to multiple distribution points and retail outlets across Southeast Asia and Hong Kong.

With his past experience as an entrepreneur, he has infused the team with an enterprising spirit, spearheading strategies that have propelled their brands to bestsellers on Lazada and Shopee marketplaces; becoming a much sought-after partner by global brands and retailers. People Above Profits and Relationships Above Revenue are two of his favourite principles that have guided his leadership and management philosophies.

Under his leadership and passion for exceptional customer experience, he has also brought the company to achieving more than 5,000 five-star Google Reviews. Today, TC Acoustic is recognised as an agile and creative lifestyle technology market leader.

O Wee Yong is the Deputy General Manager for the Singapore business at The Hour Glass Limited, a leading luxury watch retailer with more than 50 boutiques across the Asia Pacific region. In his role, he oversees retail operations and drives the performance of exclusive brand sales in the Singapore market.

With over 20 years of experience in retail and brand management, Wee Yong has built deep expertise in the luxury watch sector. Before joining The Hour Glass, he managed the distribution and sales of Franck Muller across Southeast Asia, Korea, and Australia, gaining extensive regional exposure and industry insight.

He holds a Bachelor of Business Administration from the National University of Singapore.

In his role as the Managing Director, he is actively involved in all aspect of the company affairs.

He is a Director in The Furniture Mall and has been involved in the company's affairs from A&P, Marketing, Leasing, Exhibitions, Fairs, Administrative to the Finance and etc. Esmaeil is Managing Director of MOLAZADEH BRO'S TRADING PTE LTD and managing the Import and Export business of the company as well.

He sits on and has served in various capacities in Trade Associations and Committees. Esmaeil is currently the President of Singapore Hand-Knotted Carpet Association and the Hon. Secretary of Singapore Furniture Association.

He is also the Director of The Furniture Mall since 2017 and Asia Pacific Furniture Fair Pte Ltd (2015 to 2025), which is one of the pioneers in organizing Furniture fairs and exhibitions in Singapore.

He has been taking care of his family Carpet Business from the very young age and has represented the company in Singapore and South East Asia since early 1990s by doing wholesale and retail and expending the business.

Mr Joshua Koh is the Executive Committee Member of Koda Ltd and Chief Executive Officer of Commune Lifestyle Pte Ltd (Commune).

Commune is a local Singapore furniture retail company with close to 50 stores worldwide. It is a furniture company focused on the design and production of functional and stylish furniture using sustainable and safe materials, for use in urban apartments. In 2013, Commune was the recipient of the “New Entry of the Year” award bestowed by the Singapore Furniture Industries Council and also won the Gold Award at the Singapore Furniture Industry Awards. He received an undergraduate degree from the University of Western Australia and an MBA from INSEAD.

Chief Executive Officer (CEO)

Love, Bonito

Currently the Chief Executive Officer at Love, Bonito, Dione Song is responsible for driving the brand’s vision, strategy, culture and growth.

She is extremely passionate about working with the startup community, and is a mentor, board member, and advisor to several start-ups. She is also deeply passionate about female empowerment, diversity, wellness and education.

Prior to Love, Bonito, Dione was at Sephora Digital heading up Australia & New Zealand and Digital Marketing for the region. Before that, she was the Managing Director of ZALORA Singapore, the largest online fashion marketplace in Southeast Asia.

Appointed as Chief Executive Officer in 2021 after successfully leading regional and global expansion as Chief Commercial Officer in July 2017 and Chief Operating Officer in 2018, Dione now directs the entire 200+ person organisation. She guides a senior regional leadership team of 13 and drives the company’s overarching strategic vision. Under her leadership, the brand has scaled to over 30 brick-and-mortar stores across Asia, underwent a successful 2024 rebranding, and emerged as a frontrunner in merging data science, AI, and innovation with fashion — while staying true to its mission: To serve Asian women through thoughtful products & experiences.

Ms Rachel Tay is Director at OG Pte Ltd, which operates the OG Department Stores. With over 10 years of experience in the retail industry, she oversees the company’s e-commerce, digital marketing, and merchandising strategies.

Rachel has played a pivotal role in driving OG’s business and digital transformation, including securing Business Excellence certification. Passionate about shaping the future of retail in Singapore, she also led OG’s partnership with NTUC LearningHub, joining other major retail players to create an industry-recognised career development plan for workers.

Rachel holds a Bachelor of Commerce from the University of Melbourne.

Outside of work, Rachel enjoys wildlife photography and spending time with her two rescue dogs.

Jessica Fun Ying is the Managing Director for Shiseido Singapore, with over 35 years of experience across local and regional retail operations, brand development, and financial management in the beauty industry. Across her career, she has been involved in driving business growth through innovative strategies and guiding teams in various economic conditions.

Since joining Shiseido Singapore in 1990, Ms. Fun has held a range of roles spanning training, brand marketing, sales, and general management, before rising through the ranks to become Shiseido Singapore’s first local managing director in 2017.

Ms. Fun has advanced the organisation’s capabilities by working across markets and functions, contributing to both business and people development under her tenure at Shiseido Singapore. Her early years with the organisation included establishing training structures in new markets which were pivotal in developing new distributor businesses across Vietnam, Indonesia, and Myanmar. Ms. Fun later contributed to brand growth initiatives through her work in Brand Marketing, accelerating the business for existing portfolios while also driving the organisation’s multi-brand expansion plans through new brand launches.

As Managing Director, Ms. Fun successfully led a business turnaround to achieve greater profitability. Under her leadership, the company received numerous awards, including being certified as a ‘Great Place to Work’ for three consecutive years, honoured with the Best Leadership Award in 2023, and named to the inaugural Fortune 100 Best Companies to Work For in Southeast Asia list in 2025.

Mr Alan Soon is Senior Director, Channels of Singapore Pools. Alan leads the 800-strong Channels Division and is responsible for the business strategy, operations and performance of the retail network and online betting channels. The Singapore Pools retail portfolio consists of about 100 directly managed branches and large-format betting venues, as well as another about 200 authorised retailer outlets, operated in partnership with major supermarket chains and individual businesses. Alan also co-leads the Singapore Pools Digital Factory, a cross-functional matrix team driving transformation at outlets and online platforms. Beyond delivery of betting services, the resources under Alan’s charge have supported a wide range of community initiatives.

Alan has over two decades of experience managing business portfolios and overseeing P&L in leading companies. Prior to joining Singapore Pools in 2015, he has held leadership roles at UOB Kay Hian and Singapore Press Holdings. Alan is a Nanyang Technological University graduate and a certified Project Management Professional who also holds qualifications in financial management, big data analytics and other areas. Out of work, Alan is passionate about golfing and competes regularly in international marathons. He is also an active participant in iShine, the Singapore Pools staff volunteerism programme.

Anushree oversees the 7-Eleven Singapore business with a network of over 450 stores pan-Island. She is responsible for driving the strategic growth of the business through store transformation, expansion in RTE range and delivering a superior customer experience.

With over two decades of experience in general management, digital transformation, and e-commerce, Anushree played a pivotal role in launching and building the yuu Rewards programme for DFI, establishing it as one of the region’s most successful loyalty programme.

Before joining DFI, she held leadership roles at Asia Miles, AIMIA and American Express, where she spearheaded strategy development, CRM and loyalty consulting, and launched large coalition programmes across the Asia Pacific region.

Anushree Khosla was appointed Managing Director of 7-Eleven Singapore in 2024 and has been employed with DFI from June 2019.