Felipe Setiawan
Country Manager / Brand & Retail Operator - Beauty, Fashion & Lifestyle
Singapore
Summary
Results-oriented leader with 22 years’ experience launching and managing 50+ international brands across Singapore and Malaysia (Stella McCartney, Wolford, Falke, Koh Gen Do, Jack Black, House of Rose, Tangle Teezer, THANN). Scaled to 180+ retail doors (incl. 13 department-store counters & Sephora) with peak S$1.6M+ annual revenue at ~45% gross margin. Appointed by THANN HQ (Thailand) with S$500k investment to launch Singapore market; opened flagships at Paragon Mall and ION Orchard. Full P&L accountability; led teams of up to 15, trained 100+ retail associates, managed S$100K+ budgets. Pivoted during Covid to achieve 38% e-commerce mix via Shopify, Shopee, Meta/TikTok ads, with 10x ROAS during peak campaigns.
Overview
22
22
years of professional experience
Work History
Country Manager / Market Lead (Founder)
Multi-Brand Retail & Distribution
01.2003 - 01.2025
- Market Entry & Distribution (2003–2013)
- Launched lingerie & hosiery; secured counters in Tangs, Isetan, Takashimaya, Metro, Robinsons, Watsons (top 30), Sephora.
- Expanded to 180+ locations in 10 years.
- Built & trained team of 15, onboarding 100+ associates.
- Drove peak revenue of S$1.6M+, ~45% gross margin.
- Produced Stella McCartney runway show at Takashimaya for 20+ fashion editors/media.
- Brand Diversification & Category Expansion (2013–2018)
- Managed 20–30 concurrent brands in bodycare, skincare, fragrance, men’s grooming, luxury underwear.
- Oversaw S$100K+ annual marketing budgets (PR, print, sampling, workshops).
- Delivered 5 brand launches annually; reduced time-to-market to 2 months/brand.
- Ran 6 campaigns/year with Takashimaya, reaching 1M+ shoppers annually.
- Country Management & Omnichannel Pivot (2018–2025)
- Appointed by THANN HQ with S$500k investment; opened Paragon & ION Orchard boutiques, contributing 57% of revenue.
- Expanded online: Shopify, Shopee, IG/TikTok, Meta ads → 38% of revenue e-commerce post-Covid.
- Implemented Lightspeed POS + Marsello loyalty; CRM database of 16k+ customers; repeat purchase +33%.
- Delivered 20+ workshops/year for schools, gov’t, MNCs; S$25K annual recurring revenue.
- Maintained inventory turn ~2.1, minimizing overstock and stock-outs.
Education
B.S. - Entreprenuerial Studies & International Business
Babson College
06-1997
Skills
- Market Entry & Country Management
- Exclusive Distribution
- Key Account Negotiation
- Retail Operations & SOPs
- Visual Merchandising
- P&L & Budgeting
- Strategic Planning
- Sales Management
- Vendor Management
- Trade Marketing & PR
- Product Launches
- Luxury Partnerships
- E-commerce (Shopify, Shopee)
- Paid Media (Meta, TikTok, IG)
- CRM/Loyalty (Marsello, Mailchimp)
- Experiential & Corporate Workshops
- Logistics management
- Operational planning & management
Selected Achievements
- Secured exclusive distribution for 50+ brands, scaling to 180+ doors incl. 13 department-store counters across SG/MY.
- Delivered peak S$1.6M+ annual revenue at ~45% GM with 20% YoY growth in early expansion years.
- Appointed by THANN HQ (Thailand) as Country Manager; launched Singapore with S$500k HQ investment; opened 2 flagship boutiques.
- Partnered with HSBC Jade, Citibank Priority, UOB, Mastercard, Mercedes-Benz, Tod’s, Patek Philippe to deliver 100+ premium activations/workshops, reaching ~800,000+ customers via partner databases.
- Pivoted during Covid: grew online sales from 5% → 38% of revenue within 3 years; achieved 10x ROAS during holiday campaigns.
- Built CRM database of 16,000+ customers via Marsello/Mailchimp; improved repeat purchase rate by +33% and retention via loyalty programs.
- Expanded corporate wellness: 20+ workshops/year, generating S$25K recurring B2B revenue, rated 4.9/5.0 on ClassPass (500+ reviews).
- Spearheaded Tangle Teezer launch into Sephora SG/MY, becoming top 3 hair accessory within 3 months.
Timeline
Country Manager / Market Lead (Founder)
Multi-Brand Retail & Distribution
01.2003 - 01.2025
B.S. - Entreprenuerial Studies & International Business
Babson College
Similar Profiles
Austin HarrisonAustin Harrison
General Manager at KFC/Taco Bell (Multi-Brand)General Manager at KFC/Taco Bell (Multi-Brand)
MOHD. AZHARUDDINMOHD. AZHARUDDIN
Floor Supervisor at 4 WHEEL MULTI BRANDFloor Supervisor at 4 WHEEL MULTI BRAND
Jomaree CartagenaJomaree Cartagena
IT Associate Supervisor – Officer level at SM Retail Inc. – SM Retail Headquarters: MSPG (Multi-services Payment Gateway Bills Payment) IT Application SupportIT Associate Supervisor – Officer level at SM Retail Inc. – SM Retail Headquarters: MSPG (Multi-services Payment Gateway Bills Payment) IT Application Support
Carol LimCarol Lim
AR Credit Control Officer at TP ICAP Management Services Pte LtdAR Credit Control Officer at TP ICAP Management Services Pte Ltd
Mohammad Nazim Bin AtanMohammad Nazim Bin Atan
Facilities / Accounts Manager at Newtech Technology (South Asia) Pte LtdFacilities / Accounts Manager at Newtech Technology (South Asia) Pte Ltd