Director of Product, Digital Transformation
I lead the
commerce platform
behind a global
F&B group’s biggest market.
I work where product strategy, engineering, operations, compliance, and vendors meet. In the Philippines, I led the replacement and rollout of the ordering platform across app and web. Six months after full migration, sales were up 12% and transactions 13% — more conversion, and continue growing.
Products in market
Public store ratingsJollibee (Philippines)
2025 — Accountable for the Philippines ordering platform across app and web, working with regional teams and multiple vendors to replace the legacy platform and roll out the new one.
Swensen's (Thailand)
2022 — Helped lift the app rating from 3.x to 4.8 by improving feedback capture and prioritizing stability and core UX over feature volume.
The Pizza Company (Thailand)
2023 — Led the app's design revamp and the launch of the 30-minute guarantee, the brand's key selling point, across the full experience — not just the app.
Products I have owned or guided across platform strategy, stability, and customer experience. Ratings are current as of Aug 2026.
Featured case studies
Four decisions, in detailFix the leak before you turn up the tap
I made platform reliability a gate for checkout optimization, then led a controlled replacement through three-plus beta phases and progressive rollout.
Read →Right idea, wrong moment: fraud validation in the purchase funnel
A paid fraud check requested at a browsing moment — relocated to the moment of purchase intent, coverage intact.
Read →Vendor governance and the discipline to not switch
Same evaluation method, two vendor calls, opposite answers. One contract structure changed; one popular request was turned down — and accepted.
Read →What to standardize — and what to leave to each market
Every feature runs through one question: does this need to be identical everywhere, or does this market actually need something different?
Read →Engineer → payments → banking → product leadership. Each step added a layer.
Engineer first
Built Smart TV and hybrid mobile apps — where the shift from engineer to product began.
Learned how systems actually work.
Payments
Samsung Pay — partner integrations, global service deployment, vendor delivery. Also coordinated with an e-wallet partner to launch the Galaxy Gift Card as a prepaid marketing tool, and built the first local pre-order & gift redemption site, working closely with marketing from Galaxy S8 onward.
Learned commerce plumbing and partner ecosystems.
Banking
TTB Bank commercial digital — built and owned an internal platform for onboarding new juristic (corporate) customers: account opening and KYC.
Learned to ship inside compliance.
Multi-brand platforms
Minor Food Group — owned the backlogs for Swensen's and The Pizza Company, then led a team of eight in-house developers running both brands' apps.
Learned to sequence work across competing brands, then to lead builders.
Swensen's
The Pizza CompanyPlatform directorship
Jollibee Foods Corporation — Promoted from Senior Technical Product Owner. Lead the flagship-market platform, guide product teams across multiple regions, manage two product owners, and direct multi-vendor delivery.
Where all of it compounds.
JollibeeProducts I design and ship independently
Design · code · ops, all mine
Pawground
pawground.co ↗A bilingual pet-adoption and rehoming platform serving Thailand. I designed, built, and operate the product end to end.
Pak-a-boo
Visit site ↗A privacy-first Chrome extension that prompts healthy screen breaks without tracking personal data. Designed, built, published, and maintained independently.
“Junior instinct treats every request as binary. Senior instinct asks a different question first.”
Right idea, wrong moment: why most bad product decisions aren't bad ideas
Most requests are directionally right, placed at the wrong point — in the funnel, in the org, in time. The senior skill is relocating the idea, not rejecting it.
Read the essay →How I work
- 01Goes to the source myself — the code, the data, the contract — before deciding
- 02Puts reliability ahead of optimization — experiments need a platform that holds
- 03Runs the same test on every request — real benefit versus who pays for change