JEEVAN DASS
General Manager
Singapore,Singapore
Summary
General Manager with 15+ years of full P&L and cross-functional accountability across APAC and the Middle East - most recently leading a US$280M business across 23 markets through a hybrid distributor and direct-to-market model for global FMCG and Lifestyle brands.
Strategic Operator who has scaled revenues from SGD$18M to SGD$150M and consistently outperformed AOPs by 7-9%, combining innovative commercial strategies (key account JBPs, "Protect & Pursue" engagement, regional portfolio expansion) with disciplined operational excellence across Finance, Supply Chain, and Quality through senior direct reports.
People-First Matrix Leader with a track record of building, inspiring, and developing high-performing leadership teams across diverse geographies - championing talent development, succession planning, and a culture of accountability, collaboration, and continuous improvement.
Overview
21
21
years of professional experience
7
7
Certification
Work History
Head of Asia (Senior Commercial Director, APAC)
Lamb Weston
Singapore
03.2024 - 04.2026
- Held full commercial and P&L accountability for 21 markets across SE Asia and East Asia, managing USD 210M revenue at ~12% EBIT through a hybrid distributor and direct-to-market model.
- Concurrently held the Senior Commercial Director role for APAC with commercial oversight for Asia but expanded to Australia and New Zealand (only held Commercial Responsibilities for ANZ).
- Led a regional leadership team of 6 direct reports - 3 Sales/Commercial Country Leads plus Finance Business Partner, Supply Chain Lead, and Marketing & Consumer Insights Lead - with an extended matrix team of 67 across the region.
- Introduced the regional Project Management Office (PMO), with all approved projects reporting directly to me; identified and implemented cross-project efficiencies that delivered a ~4% annual sales lift and ~3% OPEX reduction in FY25.
- Operated within a complex global matrix, partnering with HQ Sales, Marketing, Finance, Supply Chain, R&D, and HR to align regional execution with global standards and brand strategy.
- Spearheaded the long-term APAC strategic roadmap, balancing distributor capability uplift with direct-to-market expansion and key account engagement to drive sustained revenue growth.
- Drove data-driven decision-making by integrating advanced consumer and category insights from Nielsen, GlobalData, and A.Insights to inform business strategy and channel investment.
- Championed talent development, succession planning, and inclusive leadership - building a culture of accountability, high engagement, and creative problem-solving across direct and matrix teams.
- Lamb Weston (NYSE: LW) is a global leader in frozen potato products; ~USD 6.5B annual revenue, serving QSR, retail, and foodservice across North America, Europe, and Asia-Pacific.
- Career Achievements: Outperformed the Annual Operating Plan by ~7% in FY25 through targeted retail launches with FairPrice (SG), Woolworths (AU), Village Grocer (MY), AEON (JP), Seven-Eleven (JP), SM Retail (PH), and Robinsons Retail (PH).
- Rebuilt customer confidence following 2023 supply instability (inherited on appointment) through a structured 'Protect & Pursue' JBP framework - recovering 40% of lost volume in 2024 and unlocking a 65% year-on-year volume gain with major QSRs (e.g., Jollibee) in 2025.
- Coached the regional Supply Chain Lead and FSQ Lead to establish in-market repacking facilities in Japan and Vietnam serving private-label and small-pack retail demand, launched in 2026 and gaining early traction.
- Partnered with the Finance Business Partner to embed disciplined revenue and margin management - spanning pricing, trade investment, and mix optimisation - protecting EBIT through cost and FX volatility.
- Built and embedded the region's RGM capability, implementing a new pricing architecture, pack-price strategy, and promo guardrails that delivered ~4% price-mix-led net revenue growth (~USD 11M) across the distributor and direct portfolio.
General Manager
International Shoppers Pte Ltd (Citystate Group)
Singapore & Malaysia
04.2016 - 02.2024
- Held end-to-end P&L and operational accountability for the FMCG division - distribution and central-kitchen entities (Frosts, Quix, Natrad, Cosmopolis) - across Singapore and Malaysia.
- Onboarded and scaled the distribution portfolio during my tenure, adding Mission, Chobani, Häagen-Dazs, Nature Valley, Betty Crocker, Bel Group, and Four'n Twenty, and built their retail presence across both markets.
- Led a multi-functional leadership team spanning Sales & Marketing, Finance & Accounting, Supply Chain & Logistics, Quality & Food Safety, and Human Resources - owning functional strategy, capability, and culture across two countries.
- Owned the financial agenda end-to-end through the Finance Lead - budgeting, forecasting, capital allocation, working capital, and trade-investment governance - delivering ~7.5% EBITDA, well above typical FMCG distributor margins.
- Established the company's first Revenue Growth Management capability - pricing architecture, pack-price strategy, and promo guardrails - contributing ~8% net revenue growth in FY22.
- Reallocated SGD 2.1M of trade spend to higher-ROI activity in FY22, lifting blended promotional ROI from ~1.2x to ~1.4x.
- Directed end-to-end supply-chain transformation through the Supply Chain & Logistics Lead - ASRS implementation, cold-storage facility setup, and WMS upgrades - improving responsiveness and unit economics across both countries.
- Built the people agenda through the HR Lead, embedding succession planning, talent development, and employee-engagement programmes across the SG and MY operations.
- Operated a hybrid model combining distributor relationships (modern trade, traditional trade, foodservice) with direct-to-market central-kitchen and convenience-channel businesses.
- International Shoppers Pte Ltd is the Holding Company for all CPG business entities that is part of the Citystate Group. They specialize in F&B distribution, fresh-food manufacturing, and trading arm of the diversified Singapore group established in 1987. They operate across ten Asia-Pacific markets; vertically integrated across distribution, retail, and central-kitchen operations.
- Career Achievements: Transformed a marginally profitable, strategically adrift distributor into a SGD 150M business by onboarding and growing premium brands (Chobani, Bel Group, and General Mills' Häagen-Dazs, Nature Valley, and Betty Crocker) through Joint Business Planning, trade-marketing activations, and shopper-led category strategies.
- Led the acquisition and post-merger integration of a 50-year-old Malaysian distributor, leveraging its established networks to scale direct-to-market entry, distribution coverage, and warehousing capability across the peninsula.
- Returned the Quix central kitchen - loss-making since 2014 - to profitability by 2018 via a dual high-volume / high-margin strategy, partnering with Finance, Supply Chain, and Quality leads on cost-to-serve, throughput, and food safety.
- Identified the convenience segment as a growth priority and, in 2023, formed and led a dedicated cross-functional team to pursue it - driving a convenience ready-to-eat range (Yu Sheng for CNY; sandwiches, burgers, wraps, and salads for 7-Eleven and FamilyMart Malaysia), inflight catering for AirAsia and Singapore Airlines, and a market-specific repacking line for Bel Group and Häagen-Dazs to capture emerging convenience-channel demand.
- Built and developed a multi-country leadership team across SG and MY, embedding talent development, succession planning, and a culture of accountability through the HR Lead.
General Manager
High 5 Consolidated Sdn Bhd
Singapore & Malaysia
10.2013 - 02.2016
- Held full GM accountability for a bread manufacturing and distribution business during a period of organisational restructuring - overseeing all commercial, manufacturing, finance, supply chain, and quality functions through the leadership team.
- Implemented a Stage-Gated New Product Development (NPD) process to restore market competitiveness and operational continuity, while managing distributor relationships and direct retail accounts across Singapore and Malaysia.
Assistant General Manager (Marketing)
Cathay Organisation Holdings
Singapore
01.2011 - 01.2013
Revenue Growth Manager
Cathay Organisation Holdings
Singapore
01.2010 - 01.2011
Business Development Manager
Cathay Organisation Holdings
Dubai & Singapore
01.2007 - 01.2010
Management Executive
Cathay Organisation Holdings
Singapore
01.2005 - 01.2006
Education
Master of Business Administration - undefined
Murdoch University
01.2021
Bachelor of Business Management - Double Major in Management & HRM
Murdoch University
01.2014
Skills
- P&L Management
- Regional Strategy
- Distributor & Direct-to-Market Models
- Key Account Management & JBPs
- CrossFunctional Matrix Leadership
- Finance & Commercial Excellence
- Supply Chain & Operations
- Quality & Regulatory Oversight
- Leading by influencing
- M&A and Integration
- Talent Development & Succession Planning
- Stakeholder Management
- Lean Six Sigma (Green Belt)
- PMP Certified
- Certified Scrum Master
- ITIL 5 certified
- DevOps Leader Certified
Websites
Certification
- Certified Lean Six Sigma (Green Belt)
- Certified SCRUM Product Owner
- Certified SCRUM Master
- Certified Microsoft BI Analyst
- Certified DevOps Leader
- Certified Project Management Professional
Languages
English
Basic Mandarin
Tamil
Timeline
Head of Asia (Senior Commercial Director, APAC)
Lamb Weston
03.2024 - 04.2026
General Manager
International Shoppers Pte Ltd (Citystate Group)
04.2016 - 02.2024
General Manager
High 5 Consolidated Sdn Bhd
10.2013 - 02.2016
Assistant General Manager (Marketing)
Cathay Organisation Holdings
01.2011 - 01.2013
Revenue Growth Manager
Cathay Organisation Holdings
01.2010 - 01.2011
Business Development Manager
Cathay Organisation Holdings
01.2007 - 01.2010
Management Executive
Cathay Organisation Holdings
01.2005 - 01.2006
Master of Business Administration - undefined
Murdoch University
Bachelor of Business Management - Double Major in Management & HRM
Murdoch University