Pannie Sia
Singapore
Summary
Experienced leader driving operational excellence and strategic growth. Proven ability to foster team collaboration and achieve impactful results in dynamic environments. Skilled in navigating complex challenges, optimizing processes, and cultivating positive workplace cultures. Known for adaptability, effective communication, and strong decision-making abilities and ready to roll up the sleeves to support the field. Established trust with clients through consistent follow-up and a commitment to understanding their unique business needs. Consistently successful leadership guided by curiosity, care, and credibility.
Overview
27
27
years of professional experience
Work History
General Manager, ASEAN
Workday
01.2022 - 01.2025
- Remarkable results achieved with annual recurring revenue (ARR) doubled from $35M to $70M in the last 3 years
- As a General Manager with an astute understanding of ASEAN, I led the effort in designing and executing go-to-market (GTM) strategies, focused in building a high-performing sales teams, and established a robust partner ecosystem while pioneering channel business in ASEAN
- Operating in a matrix organization, I had to lead with influence, driving alignment across functional teams, including and not limited to marketing, presales, inside sales, delivery, customer success, education, business operations, and legal, ensuring seamless collaboration
- I had successfully rallied the team towards a common objective of winning at 3 fronts: Personal Success, Team Success, Business Success
- As Chairperson of the Site Leadership Committee, I prioritize employee engagement while fostering a thriving workplace culture
- Additionally, I advocate for capabilities roadmapping with customers to maximize the adoption of the Workday platform and boost renewal rates
- Representing Workday as a spokesperson, I have delivered impactful keynotes at flagship events across ASEAN, highlighting our vision and strengthening our market presence
- While we continue to increase the Workday footprint and deepen the partnership in the top accounts in ASEAN, which includes Singapore Government (the largest Public Sector account for Workday globally), and the 3 largest local banks in Singapore, and the larger banks and conglomerates beyond Singapore, we had successfully acquired 50 new logos over the last 3 years across large and medium enterprise segments
VP, Head of Midmarket, Southeast Asia
SAP
01.2021 - 12.2021
- I had the privilege to lead the 50-strong Midmarket sales teams across SEA
- As the second-line sales leader, my key focus was to build a strong first-line sales leadership with personalized coaching tailored to the strengths of my leaders
- Together with the Midmarket and Market Unit leadership teams, we defined and aligned the Midmarket Growth strategy with 3 key pillars: Growth Mindset, Partners and Ecosystems, Sales Excellence
- The result was a total turnaround of the midmarket business with an 80% YoY Cloud growth, and a remarkable increase of the sales team morale
Chief Operating Officer, Platform & Technologies, Asia Pacific Japan
SAP
08.2020 - 01.2021
- As the APJ P&T COO, my charter is to build a strong foundation for the APJ P&T business to scale to greater heights, aligning with the growth priorities of APJ P&T, all while managing a 250M Euro business.
- This will entail reinvigorating the sales mindset to develop large sales plays, creating a robust demand generation engine for solid pipeline and runrate revenue, and nurturing a strong network of partner ecosystem to achieve the multiplier effect
- This role provides me a unique opportunity to play a pivotal role in many aspects of the business, from Go-to-market planning, demand generation, to pipeline management, sales execution and driving customer advocacy
Head, Strategic Customer Segment, Southeast Asia
SAP
01.2019 - 07.2020
- Reporting to the President of SAP SEA and a member of the Senior Executive Team of SAP SEA, I managed a portfolio which is approximately close to 15% of the overall SAP SEA business
- Managing the top strategic accounts in the region, and have the Global Account Directors reporting to me, we focus on driving deep, and strategic partnerships with these esteemed customers over a longer-term horizon
- Our charter is to elevate the vendor-buyer relationship to that of a business partner who delivers business outcomes for our customers
Regional Sales Director, Strategic Conglomerates (Singapore, Malaysia, Philippines)
SAP
01.2017 - 12.2018
- Promoted to lead a team of talented sales professionals
- Was tasked to set up a new team, and had the privilege to be involved in the recruiting of new hires, interviewing and recommending the right candidates to join the team
- As a people manager, focus was around setting up a regimental sales discipline which includes regular sales cadence, deal reviews and deal qualification calls / meetings to ensure everyone in the team has a path to success
Strategic Account Manager
SAP
08.2010 - 12.2016
- Company Overview: Headquartered in Walldorf, Germany, with locations in more than 130 countries, SAP AG is the world leader in enterprise software and software-related services
- SAP Asia is a wholly owned subsidiary of SAP AG
- I take pride for being part of one of the most dynamic and forward looking software company
- Ever since I embarked my career at SAP, I was given the exposure to a wide spectrum of sales dimensions, from a Channel Sales Manager, where I learned to manage partners and territories, and to honing my skills as a Key Account Manager
- I have managed to gain credibility with both my customers and co-colleagues, management alike, with my sincerity to safeguard best interests of all parties
- Understanding software sales, technology has been a learning curve for me, as I did not have any extensive software sales experience prior to joining SAP, however, I have understood that able to build a collaborative relationship with customers would go an even longer way
- Headquartered in Walldorf, Germany, with locations in more than 130 countries, SAP AG is the world leader in enterprise software and software-related services
- SAP Asia is a wholly owned subsidiary of SAP AG
Client Manager
IBM
01.2007 - 08.2010
- At IBM Singapore, I started with growing the business in the manufacturing, high-tech industry, and since beginning of 2009, I have moved on to a current portfolio of travel & transport accounts
- During my first year of tenure, handling competitive accounts, which are non-IBM accounts, I managed to penetrate and secure mindshare, which contributed to the growth of the business, and closing a significant deal of more than SGD2.5 million of revenue
- The experience has well equipped me with the know-how of handling complex and large deals, and at the same time, won me a recognition award, after 6 months with the company
Sales Manager
Thomson NETg
04.2006 - 11.2006
- Company Overview: Thomson NETg comes under the umbrella of Thomson Learning, which is one of the 4 main pillars of Thomson Corporation
- Employed by Thomson NETg, I am responsible for setting up a new sales team which is the Inside Sales team and drive up the sales figures for e-learning business
- Being in the managerial position, my job profile is also extended to strategic business planning, mapping out key initiatives, and fuelling marketing activities to increase market awareness and generate in-bound sales leads
Senior Executive, Business Development
CrimsonLogic Pte Ltd
08.2004 - 03.2006
- Company Overview: CrimsonLogic is an established Singaporean company with close to 600 headcounts working for the company globally
- Maximized revenue potential through diligent market analysis and identification of growth opportunities in the e-learning space in the region.
Alliance Manager
Knowledge Alive Pte Ltd
03.2003 - 08.2004
- Company Overview: Knowledge Alive is a joint venture between Singapore Technologies Training and Simulation and Horizon.com
- Increased revenue growth by identifying, pursuing, and closing new alliance opportunities with key industry players.
- I had the opportunity to work with vendors like Oracle Corporation, Borland (S) Pte Ltd, Thomson Learning Group, Microsoft, Intel, IBM, Sun Microsystems
Account Executive
MediaCorp Radio Singapore Pte Ltd
11.2002 - 03.2003
- Company Overview: Mediacorp Radio is the largest radio network in Singapore, with 15 radio stations
- Increased radio advertising revenue with keen prospecting and working closely with the partners (advertising agencies)
- Managed multiple accounts simultaneously while maintaining organization and prioritizing tasks efficiently.
Sales Executive
O’Connor’s Singapore Pte Ltd
03.2002 - 10.2002
- Company Overview: O’Connor’s Singapore, a subsidiary company of Wearnes International Group, is a major provider of turnkey solutions in installation, testing, commissioning and maintenance of telecommunication systems
- Assigned to the Multimedia Broadcasting Business Unit, my job scope includes the sales and marketing of broadcasting equipment and solutions to major broadcasters in Singapore and the region
- Major accounts that I was handling would be Mediacorp Singapore, SPH Mediaworks, Nanyang Polytechnic, Singapore Polytechnic, Ngee Ann Polytechnic, Asia Broadcast Centre, HBO, ST Teleport
Senior Sales Executive
Horizon.com Group
10.2000 - 01.2002
- Company Overview: Horizon.com Group is a public listed company in Singapore
- The business thrusts are mainly in the Broadband and Learning Content space
- Had the good opportunity to provide regional sales/marketing/business development role to market broadband content
- My company’s new entrance to this field, meeting performance demand, I secured more than 10 deals in the first 8 month of operation
Membership Marketing Executive
Republic Of Singapore Yacht Club
05.1999 - 09.2000
- Company Overview: Republic of Singapore Yacht Club is a premier Member’s Club in Singapore with rich heritage that goes back to 1826
- Part of the marketing team responsible for the direct selling function of membership acquisition
- Often involved in Public Relation Activities, media co-ordination, developing of press kit
Internship Program
Singapore Marriott Hotel
07.1998 - 12.1998
- Gained valuable experience working within the hospitality industry, applying learned concepts directly into relevant work situations, such as guest relations.
Education
Bachelor of Business - Marketing
Central Queensland University
02.2003
Diploma - Hospitality Management
Temasek Polytechnic
05.1999
'O' levels -
CHIJ St. Nicholas Girls’ School
11.1993
Skills
- Leadership and team building
- GTM Design and Execution
- Sales Excellence Operation
- Cross Functional Collaboration
- Motivation
- Business development
- Sales expertise
- Sales team development
- Skilled negotiator
- Training and coaching
Personal Information
- Date of Birth: 01/21/77
- Nationality: Singaporean
- Marital Status: Married
Hobbies and Interests
- Enjoy golf
- Music
- Sports
- Attracted to innovative ideas and concepts
- Build authentic connections with people
Timeline
General Manager, ASEAN
Workday
01.2022 - 01.2025
VP, Head of Midmarket, Southeast Asia
SAP
01.2021 - 12.2021
Chief Operating Officer, Platform & Technologies, Asia Pacific Japan
SAP
08.2020 - 01.2021
Head, Strategic Customer Segment, Southeast Asia
SAP
01.2019 - 07.2020
Regional Sales Director, Strategic Conglomerates (Singapore, Malaysia, Philippines)
SAP
01.2017 - 12.2018
Strategic Account Manager
SAP
08.2010 - 12.2016
Client Manager
IBM
01.2007 - 08.2010
Sales Manager
Thomson NETg
04.2006 - 11.2006
Senior Executive, Business Development
CrimsonLogic Pte Ltd
08.2004 - 03.2006
Alliance Manager
Knowledge Alive Pte Ltd
03.2003 - 08.2004
Account Executive
MediaCorp Radio Singapore Pte Ltd
11.2002 - 03.2003
Sales Executive
O’Connor’s Singapore Pte Ltd
03.2002 - 10.2002
Senior Sales Executive
Horizon.com Group
10.2000 - 01.2002
Membership Marketing Executive
Republic Of Singapore Yacht Club
05.1999 - 09.2000
Internship Program
Singapore Marriott Hotel
07.1998 - 12.1998
Diploma - Hospitality Management
Temasek Polytechnic
'O' levels -
CHIJ St. Nicholas Girls’ School
Bachelor of Business - Marketing
Central Queensland University
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