Meet The Team
Fred Wu
CEO
A Harvard-educated and widely known for his incredible market mechanism and know how, Fred has over 16 years of consulting and business plan experience in Malaysia and abroad. He has been responsible for the creation and execution of corporate and turnaround strategy for many startups, SMEs and large corporations across sectors. In numerous client engagements, he has been known to create significant value for investors and corporations through financial and operational performance improvement as well as corporate turnaround exercises where he has saved ailing enterprises from losing multimillions to back in profitable trend in a year. He is a specialist in devising and executing plans to deliver results with immediate impact on valuation through corporate strategy, revenue stream design, KPI improvement and cash flow management.
Having completed a Diploma in Project Management, his professional career focuses on Project Management, Strategy Development, Change Management, Risk Management and Leadership & Team Development where he has worked with a number of MNCs and large corporations including HUAWEI, Shell, Cuckoo, Daikin, FELCRA, TNB, KPRJ and Brahim's SATS, that he has served for the respective firms' workout initiatives.
Widely known for his creativity and “can-do” attitude, Fred has created/co-founded numerous best-selling products/brands such as Akemi ProModal, Sleepedia, SleepTech, Microtex, BotanicSilk, ColourActiv, TT360, Milkcow Malaysia, Alat Dapur Malaysia etc. and generated more than USD500mil revenue.
Prior to joining GECB, he held several senior positions in large corporations such as Head of Marketing & Communication (SEA) for Eastern Decorator where he managed over 60 international brand portfolios including AKEMI, ELLE, Fieldcrest, FIFA World Cup, Angry Birds, Hello Kitty, Barbie etc. He was also General Manager of Marketing & Promotion for Senheng, overseeing Senheng, senQ and PetsMore.
He holds a Master Degree speciailizing in Marketing, from Charles Sturt University of Australia and currently a PhD candidate focusing in Strategy & Innovation.
Cindy Lim
Senior Associate
An experienced strategic planning professional with solid track record in Startup and SME planning and implementation projects. With more than 3 years hands-on experience and know-how in retail, F&B and service operations coupled with excellent corporate strategy, marketing, brand promotion, event management and organizational skills. Her key accomplishments thus far include:
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Felcra BPSB Corporate Redevelopment Plan
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Felcra HeMAT Retail Rebranding & Expansion Project
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Felcra BPSB StratPlan Workshop (Managerial Level)
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Felcra FC KPI Management
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F&B Feasibility Study for Shell Malaysia
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Brahim’s SATS Transformation Plan – MAS Inflight Culinary & Retail Innovation
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Carnival Games Restructuring Plan at Genting Indoor Theme Park (Vision City, Fox Studio & Big Top)
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JomProtect 2017 (JomTaxi x Tune Group Co-branding Project)
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MedProtect 2019 (Felcra x Tune Protect Co-branding Project)
Andrew Ambrose
Partner
Andrew is a senior marketing leader and focused on helping marketing
organizations solve their challenges by building long term loyalty through
brand strategy, customer relationship management and digital engagement.
He has extensive client-side experience with key blue-chip brands and was responsible for marketing strategy and consumer engagement and worked across a broad portfolio of world class brands such as The Coca Cola Company, Nestle Malaysia, Wings Food Indonesia, Mercedes Malaysia, Qatar Airways, UM Land, CIMB Malaysia, and Nike amongst an elite category of names.
He holds Master of Business Administration, Nottingham Trent University and Bachelor of eCommerce from Staffordshire University of United Kingdom.
Jocelyn Choo
Partner
A lovely and caring person who is perhaps best-known for her social learning and psychology theory, Jocelyn has a decade-long role leading People teams for few conglomerates in Malaysia across sectors including manufacturing, property and construction, finance, education etc. MBF, Southern Steel Berhad, Sri Hartamas Berhad, just to name a few. Her works were to help companies to connect, develop and care for their employees — to help those employees do the best work of their lives. Under Jocelyn’s administration, her teams managed a spectrum of People management. Prior to Tune Protect’s senior managerial role, Jocelyn was the Director of Human Resource in Nexus Karambunai Golf Resort and played a key role in HR function and policy development. Jocelyn worked for a few renowned large corporations such as AXA AFFIN Life Insurance, and HSBC Amanah Takaful, from 1999 to 2012 in a number of regional operations and sales roles. She holds a bachelor’s degree in Sociology from National Taiwan University as well as CFP (FPAM), fChFP (APLIC) and RFP (MFPC).
SEBAB Associate
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Aiman
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Suren
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Yee Leen
Yun Xin
Trinity
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Shin Yi
Dina
Charity
Mary
Sharon
Noah
Zhi Yuan
Buspah Thiayagan
Partner
Buspah has significant exposure in MNC environment for the past 15 years. Throughout her career, she has held many roles such as Head of ITIL processes, Head of Global Project Management Office managing global team and Global Project Manager managing IT projects across industries including oil & gas, retail, logistics and so on.
Her highest achievements include managing an automation project where she transformed manual works to automation. Apart from that she has standardized global project management processes and ITIL processes throughout the organizational globally. She has trained hundreds of employees on project management and currently she is a corporate trainer and consultant under GECB.
Buspah is a registered trainer HRDF, also a certified PMP, Train-the-Trainer, Six Sigma expert. She holds a Bachelor’s Degree of Information Technology from University Tun Abdul Razak, Master in Management from Open University Malaysia and currently a PhD candidate in Social Psychology.
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Nesha Amor
Assoc. Analyst
Nesha brings with her close to 9 years of experience in the public policy sphere and wide network in government agencies spanning multiple sectors including healthcare, trade, oil & gas, retail, communications & multimedia, and finance.
With PEMANDU Associates, Nesha served the Prime Minister’s Office in the implementation of the Malaysia’s Economic Transformation Programme for the Ministry of Health. Her role required her to work closely with various levels of stakeholders across the ministry and its' government agencies. She has also worked with ministries and local governments in Malaysia, Saint Lucia, Bangladesh, and Laos to advocate for alternative solution for solid waste management.
Nesha also has a fair share of experience in developing engagement strategies for multinational corporations in Malaysia and Thailand to facilitate engagement with the political elites and key decision makers, for matters relating to public policies.
Formerly a central banker, Nesha dedicated 5 years in Bank Negara Malaysia’s International Department. She was a member of the ASEAN Working Committee for Financial Service Liberalisation, as well as the Malaysia-European Free Trade Area Economic Partnership Agreement negotiation team.
Nesha holds a BA in Economics and Politics from the University of Exeter, UK and an LLB (Hons) from the University of London.
Md Firdaus
Senior Associate Consultant
Mohd Firdaus is Senior Associate Consultant of GECB With over 8 years of experience in the manufacturing and Industry 4 0 environment, he has had numerous management positions and are closely involved in and responsible for Industry 4 0 implementation projects for both local and international clients.
Having started his engineering career with a reputable main contractor namely Millennium Eco Techno Sdn Bhd, he subsequently joined a government funded agency namely Malaysian Investment Development Authority ( focusing on key account management where he gained professional exposure in Manufacturing License, Grant Funding, Tax Incentive, Duty Tax Exemption LMW Status, Expatriate Post, S oft Loan as well as strategic planning and technical analysis works in compliance with SIRIM standard.
He carries with him a wide and vast experience in the world of manufacturing and technopreneur encompassing system planning design, lean production, site experience as well as sales and marketing. He holds a Bachelor Degree in Chemical Engineering, UiTM Shah Alam, Malaysia.