Celine has over 20 years of life and non-life insurance experience. Always game for a challenge, she has built start-ups, turned around special situations, and executed successful mergers and acquisitions in international markets, especially in Thailand and the Asia Pacific. She has a proven track record in successfully setting up a company in a start-up environment as well as transforming and growing mid-sized companies to scale. Celine has worked in Singapore, Thailand, Australia, Spain, Central Eastern Europe, Turkey and Russia, and has deep and broad experience in agency and brokerage sales, affinity and direct marketing, brand building, public relations, team building, call centre development and performance monitoring, and digitalisation. Her strength lies in her ability to leverage big data to drive operations and more personalised and flexible product development. She is also a firm believer in providing consumers a multi-access experience to purchase insurance online, offline, or through a combination of both touchpoints. Celine is currently Group Managing Director and CEO (Singapore) at Direct Asia, a multi-award-winning direct insurer in the region. She leads the teams in Singapore and Thailand in channel and product expansion, strategic partnership development, and regional expansion in Southeast Asia. In 2020, Celine was conferred an "Outstanding Leader in Asia" award at the Asia Corporate Excellence Sustainability Awards event, in recognition of her visionary and empathetic leadership.