10 Singaporean Executives You Should Follow on LinkedIn in 2026
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Most people on LinkedIn post. Very few actually stand out.
In this list, we break down 10 Singaporean C-level executives who are doing it right.
They've built companies, led organizations, and figured out how to communicate it all on LinkedIn. There's a lot to learn from how they do it.
We used Claude to analyze their profiles and content, so we could pinpoint what makes them work and what sets them apart.
If you’re already active but not seeing real traction, this shows you what to do differently.
And if you want to turn your ideas into LinkedIn posts in your own voice without spending hours, try Will. It’s free for 14 days.
Tan Su Shan – CEO and Director, DBS Group
Tan Su Shan began her journey on the fast-paced trading floors of Morgan Stanley and JPMorgan before finding her home at DBS in 2010.
She initially spent three years building the foundations of the bank's Wealth Management business, later leading both the Consumer Banking and Institutional Banking groups, which together account for 90% of the bank's income.
In March 2025, she made history by succeeding Piyush Gupta to become the first female CEO of the DBS Group.
About DBS Bank
DBS is a leading financial services group in Asia, headquartered in Singapore. For the 2025 financial year, the bank reported a record net profit of SGD 11.0 billion and a return on equity of 16.2%. It operates in 19 markets and is consistently recognized as the "World’s Best Bank" by global publications.
LinkedIn Content Strategy Analysis
Who should follow Su Shan: Banking and financial services professionals, business leaders, investors, policymakers, and anyone watching how Asia's most awarded bank thinks about technology, geopolitics, and purpose-driven leadership
Core Value Proposition: As CEO of DBS Bank and a LinkedIn Influencer, Su Shan has built one of the most substantive CEO feeds in Singapore banking. She writes with genuine intellectual depth about markets, AI, leadership, and national purpose, and backs it up with the credentials of running one of the world's most decorated banks.
Key Themes & Topics
- DBS's Global Awards & Industry Recognition - Her highest-engagement content, written with the confidence of someone who has earned the right to celebrate:
- DBS named Global Bank of the Year 2025 by The Banker
- World's Best Bank, World's Best Bank for Customer Experience, and World's Best Bank for Corporate Responsibility from Euromoney
- DBS Private Bank named World's Best Private Bank, first Asia-headquartered bank to win in 22 years
- Each award post is framed as a team story, not a personal trophy
- Geopolitics, Macro, & Asia's Rise - A strong intellectual thread distinguishing her from peers:
- China Development Forum recap with pointed observations on China's 15th Five-Year Plan
- DBS's underwriting licence in China's Interbank Bond Market
- Commentary on tariff wars, bifurcating geopolitics, and the role of a "Dependable" bank in volatile times
- Singapore's 60th National Day tied to DBS's own developmental roots
- AI & Digital Transformation with a Human Lens - Thought leadership that avoids hype in favor of purpose:
- McKinsey interview on building a "Gen AI-enabled bank with a heart"
- May Day Rally reflection on protecting people, not jobs, through transformation
- Real employee stories like Jinah, a 30-year DBS veteran now leading Gen AI initiatives
- Agentic and generative AI framed as tools in service of customer trust
- Leadership Conversations & Executive Dialogues - A recurring format featuring other prominent leaders:
- In-conversation video with Sir James Dyson on pioneering mindsets and challenging convention
- Panels and forums with global peers on innovation and regulation
- These clips generate high reposts, suggesting strong shareability
Format & Presentation Style
- Long-form, essay-style posts that build a clear argument from personal experience to broader principle
- Video content used for high-profile conversations and award acceptance moments
- Multi-image posts from forums, site visits, and team moments on the ground
- Narrative framing - Su Shan consistently anchors DBS's achievements in people and purpose rather than metrics alone
- Selective hashtag use - mostly high-level tags like #AI, #Leadership, #Singapore, and #GenAI
Engagement Strategy
- High-profile interview series that surface insights from global business figures
- Institutional storytelling - weaves DBS's history back to Singapore's founding narrative, making the bank feel inseparable from the nation's story
- Employee spotlights embedded in larger posts, which humanize transformation and drive emotional engagement
- Consistent posting cadence across a very wide range of topics, keeping her visible whether the conversation is macro, cultural, or technological
Performance Indicators
Su Shan's engagement numbers are notably strong for a banking CEO. One of her best recent performing posts, the Euromoney World's Best Bank triple win, generated 5,644 reactions and 227 comments, among the highest engagement seen for any Singapore banking leader. Award and recognition posts routinely land between 1,400 and 2,200 reactions, while geopolitical and AI commentary reliably draws 1,000 to 1,700. The Dyson conversation video pulled 1,641 reactions and 59 reposts, showing that her interview-format content travels particularly well.
Overall Strategy Summary
Su Shan is operating at a level that goes well beyond typical CEO brand-building. She has built a platform that positions DBS as an intellectual force in Asian banking, not just a financial institution collecting trophies. The recurring thread connecting her posts is the idea of a bank that is simultaneously proud of its Asian roots and genuinely globally competitive. That conviction shows up whether she is writing about the China Development Forum, Gen AI, or a NDP contingent rehearsal. It is a rare CEO voice that manages to feel both authoritative and warm, and her numbers reflect exactly that.
Min-Liang Tan – Founder and CEO, Razer
Min-Liang Tan was once a lawyer who decided to trade the courtroom for the gaming world.
He co-founded Razer with the vision of creating products "For Gamers. By Gamers."
Under his leadership, the brand has evolved from a high-end mouse manufacturer into a global lifestyle icon for gamers across every continent.
About Razer
Razer is the world’s leading lifestyle brand for gamers. As of 2024, the company's software suite boasts over 200 million users. Razer has expanded into financial services with Razer Gold, one of the world's largest virtual credit services for gamers.
LinkedIn Content Strategy Analysis
Who should follow Min-Liang: Gaming enthusiasts, tech founders, consumer hardware professionals, sustainability advocates, and anyone interested in the intersection of entertainment technology and entrepreneurship
Core Value Proposition: As Founder and CEO of Razer and a LinkedIn Influencer with a substantial following, Min-Liang positions himself as the ultimate gamer-turned-builder, writing with the voice of someone who has never stopped being a fan of the products he makes. His feed is a window into how a global hardware and software company thinks about its craft.
Key Themes & Topics
- Razer Product & Technology Milestones - His most frequent original content, written with genuine enthusiasm rather than press release stiffness:
- THX and Eclipsa Audio's first HDR10+ YouTube premiere
- Razer's $600M AI commitment and the 150 AI scientists being hired globally
- New gaming chairs, AI wearables, and open-source dev toolkits from CES
- The #madewithblade creator series celebrating what people build on Razer laptops
- The Razer Story & Company Culture - Reflective posts that give the brand a human backbone:
- Razer's 20-year journey from a 10-person Singapore office to 1,800+ globally
- Team visits across global offices (Shanghai, Singapore)
- Cultural moments like #LifeAtRazer Hari Raya celebrations
- Personal reflections tied to brand milestones
- Philanthropy & Values - A newer but significant thread:
- The launch of Chen Foundation, his private philanthropy vehicle
- Focus areas of education, healthcare, sustainability, and inclusive opportunity
- Partnerships with organizations like the Children's Aid Society
- Chen Capital's structure as the funding engine for giving
- Esports & Gaming Credibility - Thought leadership grounded in professional validation:
- The Razer Iskur V2 chair named #1 by ProSettings.net based on actual pro usage
- Commentary on why organic adoption by esports athletes matters more than sponsorships
- Sustainability in gaming (#GoGreenWithRazer, #SustainableGaming)
Format & Presentation Style
- Punchy, opinionated original posts that lead with a contrarian or confident observation
- Multi-image posts accompanying team visits, product launches, and event moments
- Video content featured directly in feed, particularly for THX and product demos
- Personal voice throughout - Min-Liang writes like a founder who still cares deeply about the details, not a comms team
- Selective hashtag use on product posts, mostly Razer-specific tags like #ForGamersByGamers and #LifeAtRazer
Engagement Strategy
- Amplifying Razer's company page by frequently reposting content from Razer Inc.'s official LinkedIn page alongside his own commentary
- Tagging team members and collaborators on product and cultural milestones
- Speaking engagements as content anchors - events like SuperAI Singapore and NUS alumni talks generate surrounding posts
- Philanthropy as a brand extension - Chen Foundation content adds personal depth and a values dimension to what is otherwise a product-heavy feed
Performance Indicators
Min-Liang's engagement spans a wide range depending on content type. One of his best recent performing posts, announcing Chen Foundation, generated 2,074 reactions and 104 comments, making it by far the standout post in his recent feed. Product and esports posts typically generate 200 to 400 reactions, while team culture and travel posts land in the 80 to 300 range. The philanthropy post's exceptional reach suggests his audience is hungry for more of the personal, values-driven side of his story.
Overall Strategy Summary
Min-Liang is building a founder brand that runs deeper than just the company he leads. Razer is the anchor, but Chen Foundation, THX, Chen Capital, and his personal perspectives on craftsmanship and giving are steadily expanding the frame. The contrast between a gaming hardware CEO and a thoughtful philanthropist is not a contradiction in his hands, it feels like the full picture of one person. The challenge ahead is that his most engaging content tends to be the most personal, while much of his feed is still weighted toward amplifying Razer's institutional output. More of the former would likely drive significantly stronger results.
Dione Song – CEO, Love, Bonito
Dione Song joined Love, Bonito as its Chief Commercial Officer before taking the helm as CEO.
She previously held leadership roles at Zalora and Sephora, bringing a wealth of e-commerce experience to the brand.
She has been instrumental in transforming Love, Bonito from a Singaporean blogshop into a multi-million dollar international fashion powerhouse.
About Love, Bonito
Love, Bonito is the largest omni-channel womenswear brand in Southeast Asia. Supported by its Series C funding in 2021, which totaled approximately USD 50 million, the company has fueled significant international expansion. It operates physical stores in Singapore, Malaysia, and Hong Kong, alongside a global shipping network.
LinkedIn Content Strategy Analysis
Who should follow Dione: Entrepreneurs, startup founders, tech investors, and innovation leaders in Southeast Asia
Core Value Proposition: She positions herself as a strategic investor and ecosystem builder, sharing insights on venture capital, startup strategy, and the evolving tech landscape across Asia-Pacific.
Key Themes & Topics
- Venture Capital & Investment Strategy - Her dominant focus. Posts analyzing deal flow and market dynamics:
- Deep-sea mining and frontier tech investments
- Portfolio company announcements and funding rounds
- Investment thesis and sector-specific insights
- Emerging technologies and their commercial potential
- Startup Ecosystem Building - Active participation in the entrepreneurial community:
- Monk's Hill Ventures activities and portfolio highlights
- Industry events and panel discussions
- Founder stories and company journeys
- Ecosystem collaborations and partnerships
- Technology Trends & Innovation - Commentary on transformative technologies:
- AI applications in enterprise and consumer markets
- Climate tech and sustainability innovations
- Deep tech and frontier science commercialization
- Digital transformation across industries
- Personal Insights & Career Reflections - Occasional glimpses into her journey:
- Lessons from investment experiences
- Industry observations and predictions
- Professional milestones and achievements
Format & Presentation Style
- Long-form analytical posts with clear arguments and supporting evidence
- Data-driven insights backed by market research and trends
- Professional imagery from events, company visits, and meetings
- Thoughtful commentary on shared articles and industry news
- Structured narratives that build from context to conclusion
Engagement Strategy
- Portfolio spotlight - Consistently features Monk's Hill portfolio companies
- Thought leadership - Shares perspectives on emerging trends and market shifts
- Industry networking - Tags partners, founders, and fellow investors
- Content curation - Amplifies relevant articles with added commentary
- Event participation - Documents presence at key industry gatherings
Performance Indicators
One of her best recent performing posts about deep-sea mining technology sparked significant discussion, generating substantial engagement with thoughtful comments from industry leaders. Her analytical posts on frontier technologies and investment trends consistently attract quality engagement from the investor and founder community.
Overall Strategy Summary
Dione is establishing herself as a trusted voice on frontier technologies and strategic investing in Asia-Pacific. Her content demonstrates deep sector expertise while remaining accessible to a broader audience. She's not just writing about investments; she's shaping conversations around which technologies will define the next decade, positioning herself as both a capital allocator and a strategic thinker in the innovation economy.
Tian Beng Ng – President and Group CEO, Certis
Tian Beng Ng spent over two decades at Dell Technologies, where he led the APJ channel business, before moving to the security sector.
He now leads Certis, a company that is redefining security through the use of artificial intelligence and robotics.
His career is a testament to the power of cross-industry leadership.
About Certis
Certis is a leading advanced integrated security organization with operations in Singapore, Australia, Hong Kong, and Qatar. The company employs approximately 26,000 staff worldwide. It has pioneered "Security+," a concept that combines security, facilities management, and technology.
LinkedIn Content Strategy Analysis
Who should follow Tian Beng: Security and operations technology professionals, robotics and AI practitioners, critical infrastructure leaders, and anyone tracking the convergence of physical security with intelligent automation
Core Value Proposition: As President and Group CEO of Certis, Tian Beng uses LinkedIn to document a company in active transformation, making the case that AI and robotics are not replacing frontline workers but amplifying them. His voice is measured, grounded, and consistently focused on real-world outcomes over technology for its own sake.
Key Themes & Topics
- AI and Robotics in Real-World Operations - The dominant thread running through virtually every post:
- The Mozart orchestration platform as Certis's command-and-control backbone
- Embodied AI and Field Foundation Models enabling robots to adapt in dynamic, human-centered environments
- The shift from AI as insight to AI as action in physical security and operations
- Panels on advancing AI deployment in Singapore, including at the Huawei Singapore Partner Summit
- Strategic Partnerships & Technology Alliances - Announcements framed as capability expansions, not press releases:
- Partnership with FieldAI, a US embodied AI company, to advance next-generation intelligent robotics
- Collaboration with Ensign InfoSecurity and MTX on AI governance and cybersecurity
- The Changi Airport APIC initiative, cutting pass collection time from 90 minutes to 10
- Awards & Industry Recognition - Milestone posts that use the achievement to tell a deeper operational story:
- Singapore Business Review Technology Excellence Award for the Changi Airport pass management system
- #BeBOLD and #SaferSmarterBetter recognition
- Always framed around the team that made the result possible, not around personal accolades
- People, Culture & Community - A consistent values thread that softens an otherwise technology-heavy feed:
- One-year anniversary reflection on Certis being defined by its people, not its technology
- Football With A Heart charity event showing up as a genuine expression of #CertisCares
- Internal team recognition and shoutouts woven throughout operational updates
Format & Presentation Style
- Clean, structured posts with a clear opening observation, a brief operational example, and a team acknowledgment
- Consistent branded hashtags across almost every post: #Certis, #SaferSmarterBetter, #OpsTech, and occasionally #EmbodiedAI and #Mozart
- Multi-image posts from trade shows, partnerships, and site visits
- Tagging culture that names team members and partners on every relevant post, building internal visibility as much as external reach
Engagement Strategy
- MTX trade show used as a major content anchor, generating multiple posts around booth builds, panels, and product demonstrations
- Speaking engagements at industry forums and summits as recurring content triggers
- Sustainability thread via partnerships with green building and smart operations initiatives, giving the feed a broader societal dimension
- Sibling moment - a brief mention of sharing a panel with his brother Tian Chong Ng from Singtel adds a human touch that cuts through the operational tone
Performance Indicators
Engagement is solid and consistent for an operations technology CEO. One of his best recent performing posts, his one-year anniversary reflection on joining Certis, drew 626 reactions and 41 comments, well ahead of his typical range. The FieldAI partnership announcement generated 416 reactions and 12 reposts, showing that technically detailed robotics content resonates strongly with his audience. Most posts land comfortably in the 200 to 370 reaction range.
Overall Strategy Summary
Tian Beng has built a LinkedIn presence that positions Certis as a serious player at the frontier of operational technology, at a moment when physical security and intelligent automation are converging fast. His content is not flashy, but it is credible and specific in exactly the ways that matter to a B2B audience making procurement decisions about the technology that keeps airports, precincts, and critical infrastructure running. The one-year anniversary post stands out as proof that when he steps back from the operational detail and writes about people, the audience responds significantly more. That balance is worth developing further.
Jacqueline Poh – CEO, JTC Corporation
Jacqueline Poh has a distinguished career in the Singapore Public Service.
Before leading JTC, she was the Managing Director of the Economic Development Board and the founding CEO of the Government Technology Agency.
She is a key architect of Singapore’s digital and industrial infrastructure.
About JTC Corporation
JTC is the lead government agency in Singapore responsible for the development of industrial infrastructure. It manages over 80% of Singapore’s industrial land. JTC is currently leading major projects like the Punggol Digital District and the Jurong Innovation District.
LinkedIn Content Strategy Analysis
Who should follow Jacqueline: Business leaders, urban planners, built environment professionals, innovation ecosystem builders, and policymakers with an interest in Singapore's industrial and economic transformation
Core Value Proposition: As CEO of JTC Corporation and a LinkedIn Top Voice with close to 90,000 followers, Jacqueline uses her platform to make Singapore's industrial and infrastructure story accessible, weaving together national strategy, economic policy, and human interest in a way that few public sector leaders manage to do.
Key Themes & Topics
- Singapore's Industrial Infrastructure & Long-Term Planning - Her dominant theme. Posts that take readers into the physical fabric of Singapore's development:
- Underground engineering feats like Jurong Rock Caverns
- Energy security and Singapore's refinery export hub status
- Advanced manufacturing zones and the Jurong Innovation District
- Built environment AI tools and construction innovation
- International Partnerships & Ecosystem Building - A strong secondary thread:
- MOUs signed with Seoul Metropolitan Government and Japanese construction giant Obayashi
- Startup node-to-node expansion of LaunchPad by JTC across Asia
- Panel discussions on Japan-Singapore collaboration for startup scaling
- Innovation & Technology in the Built Environment - Practical stories about how tech is being deployed on the ground:
- JTC's in-house AI tool EVA cutting construction tender timelines by months
- Robotics and autonomous site inspection
- Recognition at national innovation awards
- Food & Culture as a Lens on Industry - A distinctive recurring series:
- The #IndustrialEats series spotlights restaurants inside JTC industrial estates
- Creates a warm, accessible entry point into industrial development stories
- Connects food culture with Singapore's broader planning philosophy
- Women in Construction & Industry - Appears regularly, notably around International Women's Day
Format & Presentation Style
- Multi-image posts with professional photography from site visits, signing ceremonies, and events
- Structured narrative format using emojis as section markers, making dense policy content scannable
- Name-tagging culture - consistently tags ministers, partners, team members, and international counterparts
- Concise but substantive - posts are meaty without being academic
Engagement Strategy
- Hashtag discipline - Consistently uses branded hashtags like #BuildingIndustries and #LaunchPad alongside broader tags like #Singapore and #Innovation
- Institutional voice balanced with personal presence - writes as CEO but with genuine curiosity and warmth
- Strategic tagging - tags relevant ministers and senior officials, which extends reach into policy and government circles
- Series content - #IndustrialEats and other recurring formats build anticipation and a loyal readership
Performance Indicators
Post engagement is consistently strong across her feed. One of her best recent performing posts about the Jurong Rock Caverns generated 638 reactions and 11 comments, while her Seoul and Tokyo partnerships update drew 267 reactions. Her #IndustrialEats series reliably pulls 300+ reactions. Posts touching on national infrastructure, energy security, and AI in construction tend to perform particularly well.
Overall Strategy Summary
Jacqueline has built a distinctive niche as a public sector CEO who makes Singapore's industrial ambitions tangible and human. She doesn't post like a bureaucrat. She writes as someone genuinely energized by engineering, food, partnerships, and the long game of building a country. The #IndustrialEats series alone is a masterstroke of content strategy, giving a very broad audience a delightful on-ramp into what might otherwise feel like dry institutional content. She is not just communicating JTC's work; she is shaping how people see Singapore's industrial future.
Vincent BoonSeng Lim – CFO, A*STAR
Vincent BoonSeng Lim is a seasoned finance professional who has worked across various industries including telecommunications and logistics.
At A*STAR, he ensures that Singapore’s investment in research and development is managed efficiently.
He plays a vital role in turning scientific discovery into economic value.
About A*STAR
The Agency for Science, Technology and Research (ASTAR) is Singapore's lead public sector R&D agency. It oversees 25 research institutes and helps bridge the gap between academia and industry. ASTAR plays a central role in Singapore's Research, Innovation and Enterprise 2025 plan.
LinkedIn Content Strategy Overview
Who should follow Vincent: CFOs and senior finance professionals, public sector leaders, accounting and finance educators, sustainability practitioners, and professionals interested in finance transformation and critical thinking.
Core Value Proposition: Vincent positions himself as a CFO who challenges conventional finance leadership. His headline says it clearly: he is building a critical thinking finance team in deep-tech, pioneering sustainable value creation, and doing it all while holding a 5th Dan Black Belt. He is not a typical public sector executive on LinkedIn.
Key Themes & Topics
- Finance Transformation & Critical Thinking - His most consistent professional theme. Vincent writes about evolving the finance function from a back-office cost center into a strategic, insight-driven unit:
- Building a finance team capable of predictive analytics and higher-impact decision support
- Teaching critical thinking to finance professionals through speaking, workshops, and his books
- His second book, "From Ledger to Leader: Critical Thinking Stories for Finance Leaders," featured at Singapore's Central Library
- Professional Advocacy & Volunteering - A surprisingly personal and civic-minded thread:
- Recognized as ACCA Singapore's Public Sector Advocate of the Year 2025
- Regular volunteering at Changi Prison, coaching inmates in thinking and communication skills
- Active involvement with ISCA (Institute of Singapore Chartered Accountants) over many years
- Advocating for more finance professionals to consider public sector careers
- Taekwondo as Leadership Metaphor - The most distinctive and human element of his content. Vincent draws direct parallels between martial arts discipline and finance leadership, and it works:
- Competing at 54 and training with his daughter
- Receiving his Kukkiwon 4th Dan Black Belt despite skeptics
- Framing discipline, tenacity, and precision as shared DNA between the dojo and the finance function
- A*STAR & Deep-Tech Context - Posts grounding his role in Singapore's national research and innovation ecosystem, including student visits, A*STAR's biotech entrepreneur programme, and updates on his finance team's transformation journey.
Format & Presentation Style
- Storytelling-first openers that hook with a specific scene or moment before revealing the broader lesson. The post about hunting for his book in the library and realizing it was featured at the entrance is a good example of this technique
- Short paragraphs and clean prose, without heavy reliance on bullet points. More conversational than most finance executives
- Personal photos accompanying posts about taekwondo, volunteerism, and events give the feed a genuine feel rather than a polished corporate look
- Occasional bilingual content in English and Mandarin, reflecting his community and network reach
- Hashtags are compact and specific: #CFO, #CriticalThinking, #FinanceTransformation, #Leadership, and organization-specific tags like #ASTAR and #ISCA
Engagement Strategy
- Vulnerability and contrast drive his best-performing posts. The taekwondo content consistently outperforms standard professional updates because it shows a side of a senior public sector CFO that audiences rarely see
- Community recognition posts, such as the ACCA advocacy award, perform well because they acknowledge peers and tag institutional accounts
- Asking the reader to see things differently is a recurring device, posing contrasts between how people expect a CFO to behave and how he actually operates
- No heavy CTA pattern - Vincent does not drive to a newsletter or external product. His posts close with a reflection or an implicit invitation to engage
Performance Indicators
Engagement varies considerably across his posts. Most professional updates generate between 20 and 100 reactions, while his most personal and unexpected posts break through significantly. One of his best recent performing posts, about being recognized at the ACCA Advocacy Awards alongside counterparts from China, New Zealand, and Malaysia, drew over 85 reactions with strong comment activity. His career milestone post announcing his CFO role at A*STAR generated over 620 reactions and nearly 200 comments. The taekwondo posts, including the Kukkiwon 4th Dan announcement, consistently land in his top performers with around 185 to 307 reactions.
Overall Strategy Summary
Vincent is building a distinctive niche as a finance leader who refuses to fit the finance leader mold. The martial arts identity, the prison volunteering, the book-writing, and the critical thinking advocacy all reinforce a single coherent idea: that the best finance leaders are whole people with range. His LinkedIn presence is not polished in the corporate sense, and that is precisely what makes it credible. The gap in his current strategy is inconsistency in post frequency and engagement depth. His standout posts show real potential for a larger audience, but the overall output is uneven in both tone and reach.
Tian Chong Ng – CEO, Singtel Singapore
Tian Chong Ng spent nearly 30 years at HP, where he served as the Managing Director for Greater Asia.
He brought this extensive international experience back to Singapore to lead the domestic operations of Singtel.
He is now focused on driving the next wave of 5G and digital transformation for the nation.
About Singtel
Singtel is Asia's leading communications technology group. In its 2024 fiscal year, the group reported a net profit of SGD 795 million, impacted by one-off items, but maintained strong underlying performance in its core business. It provides a vast range of services from mobile to cloud computing.
LinkedIn Content Strategy Overview
Who should follow Tian Chong: Singapore business leaders, enterprise technology decision-makers, SME founders, telco and digital infrastructure professionals, and anyone interested in AI adoption strategy.
Core Value Proposition: As CEO of Singtel Singapore, Tian Chong uses LinkedIn to position himself and Singtel as Singapore's leading voice on practical AI adoption, national digital resilience, and the evolving role of telcos in the AI era.
Key Themes & Topics
- AI Adoption & Transformation - The dominant thread running through nearly every post. Tian Chong writes with firsthand authority on Singtel's own AI journey:
- Singtel's shift from "pockets of experimentation" to a structured, scaled AI approach
- The launch of AI.dea, a programme helping SMEs adopt AI with up to 90% government funding
- The creation of a Chief AI and Analytics role reporting directly to him
- Real metrics: 13,000+ employees through foundational AI training, 73% mobile troubleshooting resolution by AI assistant Shirley
- Global Expansion & Partnerships - Posts announcing strategic milestones that double as industry signals:
- Singtel's entry into Latin America via a new Brazil sales office
- Partnerships with AGIBOT (humanoid robotics), Sierra (agentic AI), and Ericsson (5G Advanced)
- MWC Barcelona 2026 recap covering AI-native infrastructure and autonomous networks
- Cybersecurity & Digital Trust - A recurring secondary theme, framed through Singtel's proactive security posture:
- Blocking over 10 million scam calls and SMSes monthly
- Singapore's threat landscape and the shift toward supply chain vulnerabilities
- Singtel's three-pronged security approach (network, devices, public education)
- Leadership & Community - Occasional personal posts that humanize the executive persona, including his role as President of HP Alumni Singapore and a fireside chat with educators on AI in education.
Format & Presentation Style
- Long-form narrative posts that open with context, build with data, and close with a forward-looking call to action or question
- Heavy use of bullet points and emoji icons (🔹) within posts to break down product announcements or strategic updates
- Multi-image format consistently used, particularly for events and partnerships
- Branded hashtags appear on virtually every post, especially #Singtel, #EmpowerEveryGeneration, and #AI
- CTA integration - most posts end with a link, a question to the reader, or an invitation to collaborate
Engagement Strategy
- Ecosystem tagging - Tian Chong regularly tags government agencies (IMDA, SkillsFuture SG), partners, and ministers, which extends organic reach well beyond his own network
- Milestone announcements - New partnerships and product launches generate strong initial engagement
- #TChats - a branded hashtag suggesting some effort toward a recurring content series or discussion format
- Consistent hashtag stack across posts reinforces brand recall and topic authority
Performance Indicators
Posts generate solid engagement for a Singapore CEO audience, with reactions typically ranging from around 100 to 500, with some standouts crossing 700. One of his best recent performing posts, covering Singtel's MWC Barcelona 2026 highlights including the agentic AI partnership and AI assistant Shirley's results, pulled over 770 reactions. Community-oriented posts, such as the HP Alumni Singapore 55th anniversary reunion, tend to outperform straight corporate announcements.
Overall Strategy Summary
Tian Chong is building his LinkedIn presence as a CEO-as-narrator of Singapore's AI transformation story, using Singtel's real milestones as the proof points. He is less a personal brand builder in the conventional sense and more a corporate voice with genuine executive perspective. His posts earn credibility because the AI stats and strategic moves are specific and verifiable, which separates them from generic thought leadership. The opportunity ahead is to lean further into personal voice, not just Singtel updates, to differentiate from the company's own communications channels.
Chin Yin Ong – Chief People Officer, Grab
Chin Yin Ong was one of the early leaders at Grab, joining when it was still a growing startup.
She has played a critical role in scaling the company’s culture across eight countries in Southeast Asia.
She is widely recognized as a leader in people operations and organizational design.
About Grab
Grab is Southeast Asia’s leading super-app, offering services in deliveries, mobility, and digital financial services. In 2023, Grab achieved its first-ever quarterly profit on an adjusted EBITDA basis. The company serves millions of users across 500 cities in the region.
LinkedIn Content Strategy Analysis
Who should follow Chin Yin: Entrepreneurs, startup founders, investors, and business leaders in Southeast Asia
Core Value Proposition: She positions herself as a pioneering venture builder and investor bridging Singapore and China, sharing insights on entrepreneurship, deal-making, and cross-border opportunities.
Key Themes & Topics
- Startup Ecosystem & Deal Flow - Her primary focus. Posts highlighting investment activities and portfolio updates:
- Celebrating portfolio company milestones and funding rounds
- Showcasing Antler's demo days and batch cohorts
- Sharing insights from due diligence and founder meetings
- Cross-border opportunities between Singapore and Greater China
- Women in Business & Leadership - Regular emphasis on female entrepreneurship:
- Spotlighting women founders in her portfolio
- International Women's Day reflections
- Female-led startup achievements
- Personal Brand & Lifestyle - Strategic glimpses into her life:
- Travel and international business development
- Industry events and speaking engagements
- Connections with influential business leaders
- Thought Leadership on Entrepreneurship - Commentary on startup trends:
- Market insights and predictions
- Lessons learned from portfolio companies
- Challenges and opportunities in venture building
Format & Presentation Style
- Image-heavy posts with professional photos from events and meetings
- Announcement style for portfolio company news and funding rounds
- Personal storytelling mixed with business insights
- Clean, structured writing with emojis used sparingly for emphasis
- Visual branding through consistent professional imagery
Engagement Strategy
- Portfolio amplification - Regularly features and promotes Antler portfolio companies
- Network building - Tags founders, co-investors, and business partners
- Event visibility - Posts from conferences and industry gatherings
- Hashtag usage - Includes relevant tags like #venturecapital, #startups, #womeninbusiness
- Multi-platform presence - Cross-promotes content and maintains active engagement
Performance Indicators
One of her best recent performing posts about Antler's demo day generated strong engagement with detailed updates on portfolio companies. Her posts combining personal insights with business announcements tend to resonate well, typically generating hundreds of reactions and meaningful conversations in the comments.
Overall Strategy Summary
Chin Yin is building herself as a connector and catalyst in the Southeast Asian startup ecosystem. Her content balances professional credibility with personal authenticity, positioning her as both an accessible investor and a serious player in cross-border venture building. She's not just investing in startups; she's building a visible brand as a go-to person for founders looking to navigate Singapore and Greater China markets.
Pearlyn Phau – Group CEO, Singlife
Pearlyn Phau had a stellar career at DBS, where she held several senior leadership roles in wealth management and retail banking.
She made the jump to Singlife to lead the digital challenger in its quest to disrupt the insurance industry.
She is known for her energetic leadership style and her focus on the customer journey.
About Singlife
Singlife is a leading homegrown financial services company in Singapore. It was formed through the merger of Singlife and Aviva Singapore, creating one of the largest insurance groups in the region. The company focuses on tech-led insurance and wealth solutions.
LinkedIn Content Strategy Analysis
Who should follow Pearlyn: Insurance and financial services professionals, fintech leaders, sustainability advocates, and anyone interested in how a major Singapore insurer is navigating aging demographics and industry transformation
Core Value Proposition: As Group CEO of Singlife, Pearlyn uses LinkedIn to bring the internal life of a financial services company to the outside world, covering everything from quarterly business performance to office moves and employee values, all anchored by the brand tagline #abetterway.
Key Themes & Topics
- Business Performance & Company Milestones - Her most substantive original content, written with the transparency of a CEO who is genuinely proud of what the team has built:
- Q1 townhall recaps covering targets, partnerships, and new product launches
- The S$550 million bilateral financing facility with MUFG
- PROPEL crossing the 1,000-adviser mark and GROW expanding investment solutions
- Singlife's first Sustainable Future Index
- People & Culture - A consistent and warm thread running through her feed:
- The Marina One office move as a symbol of organizational unity
- Employee Value Proposition launch ("A Better Way to Belong and Thrive")
- Spotlighting Rising Star award recipients and team spirit during transitions
- Chinese New Year video content filmed in Singlife's new studio
- Singapore's Aging Society & Financial Inclusion - Thought leadership with clear policy relevance:
- Singlife's Integrated Shield Plan riders and Care Collab Recovery Support Benefit
- Partnerships with organizations like TomoWork to support students with disabilities
- Panels on serving an aging population through innovation and human-centered design
- Accessibility features built into the new Customer Service Centre
- Industry Innovation & Fintech - Panels and event appearances that position her as a senior voice in the sector:
- Hong Kong FinTech Week panel on AI-driven transformation and regulatory balance
- Commentary on going fully cloud and its real-time benefits for customers
- Framing innovation as purposeful rather than novelty-driven
Format & Presentation Style
- Multi-image posts with professional photography from townhalls, office events, and speaking engagements
- Narrative CEO voice - writes with warmth and organizational pride, not like a press release
- Consistent brand hashtag - #abetterway appears across almost every original post, reinforcing Singlife's identity
- Amplification of Singlife's company page - frequently pairs her personal commentary with the company's official post, giving both a wider reach
- Video content used selectively for festive and cultural moments
Engagement Strategy
- Tagging key partners and senior leaders including Sumitomo Life's president and Singlife's chairman, extending reach into institutional networks
- Event anchoring - speaking appearances at fintech and sustainability conferences generate surrounding posts
- Sustainability narrative - the #SustainableFutureIndex and green finance partnerships feed a growing strand of content
- Internal community building - townhall posts serve double duty as external visibility and internal morale
Performance Indicators
Engagement is steady and consistent. One of her best recent performing posts, the Q4 townhall year-in-review, drew 307 reactions and 6 comments. Posts tied to the Marina One move and investor visits regularly generate 150 to 250 reactions. Her content tends to attract a professional, engaged audience rather than viral numbers, which fits the tone and purpose of a B2B2C financial services CEO's brand.
Overall Strategy Summary
Pearlyn has built a LinkedIn presence that reads like an honest, ongoing CEO letter to the market. She is not chasing virality. She is consistently documenting Singlife's growth, culture, and values in a way that builds long-term trust with partners, advisers, and prospective employees alike. The #abetterway thread gives her content a coherent identity across very different post types. The opportunity ahead lies in diversifying beyond milestone-and-event coverage toward more forward-looking commentary on the financial services issues she clearly thinks deeply about, such as aging demographics and the human side of digital transformation.
Jasper Yap – CTO and Co-Founder, Eezee
Jasper Yap is a young entrepreneur who co-founded Eezee to solve the inefficiencies in B2B procurement.
He was named in the Forbes 30 Under 30 Asia list for his contributions to Retail and Ecommerce.
His journey is one of identifying a niche, technical problem and building a scalable solution around it.
About Eezee
Eezee is Singapore’s largest B2B marketplace for industrial hardware and supplies. It allows businesses to source products from multiple vendors through a single platform. The company has raised millions in seed and Series A funding to expand its footprint in Southeast Asia.
LinkedIn Content Strategy Analysis
Who should follow Jasper: Procurement professionals, B2B SaaS founders, enterprise software buyers, startup operators, and engineering talent in Southeast Asia
Core Value Proposition: As CTO and co-founder of Eezee and Forbes 30 Under 30 honoree, Jasper positions himself as a builder in the B2B procurement space, using LinkedIn to share product updates, attract talent, and signal momentum to customers and investors alike.
Key Themes & Topics
- Product Builds & Feature Launches - His most consistent original content. Each post reads like an inside look at what the team just shipped:
- ProcureFlow's AI Compliance Agent and Tender Award Optimiser
- Negotiated Savings Analytics for CFOs and procurement leaders
- Feature release notes framed around the customer problem they solve
- Real-world use cases of AI in enterprise procurement
- Company Milestones & Fundraising - Amplifying Eezee's momentum:
- The $5M pre-Series B round and the investor roster behind it
- Partnership announcements, including the SKF lubrication deal
- Media coverage from The Business Times and other outlets
- Talent & Culture - Recruiting posts with genuine energy rather than corporate speak:
- Direct calls for junior engineers and ambitious young hires
- Honest descriptions of company culture (ping pong, team nights, mission-driven work)
- Appeals based on the startup opportunity rather than perks alone
- Procurement as a Strategic Function - Thought leadership that elevates the category:
- Framing procurement teams as "unsung heroes of the P&L"
- Exposing inefficiencies in manual processes (spreadsheets, guesswork, broken formulas)
- Positioning AI as the practical fix rather than a buzzword
Format & Presentation Style
- Short, punchy original posts that lead with a sharp observation and then walk through a specific product or insight
- Bold formatting for feature names and key callouts, which adds visual scannability
- Links to release notes and press as a consistent habit, driving traffic to Eezee's own channels
- Clean, product-first imagery alongside posts, usually screenshots or event visuals
Engagement Strategy
- Tagging investors and partners to expand reach around funding and partnership news
- Speaking engagements used as content anchors (e.g., the AI Toolsdays event)
- Lean hashtag usage focused on relevant verticals like #Partnership, #SupplyChain, and #IndustrialInnovation
- Mix of original posts and amplification of co-founder and investor posts around shared milestones
Performance Indicators
Jasper's original posts generate solid engagement for a founder-stage account. One of his best recent performing posts, a recruiting post calling for young and ambitious talent, drew 152 reactions and 15 reposts, suggesting his direct and energetic tone resonates strongly with early-career audiences. His product launch posts regularly pull 50 to 170 reactions, with feature-focused content tending to generate strong reposts from procurement professionals.
Overall Strategy Summary
Jasper's LinkedIn is essentially a live, running record of building a B2B startup in real time. He doesn't over-polish it. The posts feel like they were written by someone who just shipped something and wanted to tell people about it. That authenticity is the strategy. He is simultaneously building a customer funnel, a talent pipeline, and an investor signal channel, all through the same voice. The Forbes 30 Under 30 credential sits quietly in the headline doing its work, while the content itself does the heavier lifting of showing, not just telling, why Eezee is one to watch.
