Choo Phaik Ai

Managing Director

Phaik Ai Choo draws on more than 20 years of corporate leadership experience across the technology, arts, cultural tourism and media industries.

The former GM for APAC and the Middle East for a leading UK-based technology business servicing the culture/tourism sector, Phaik Ai built and led a commercially successful global team and supported clients in 22 countries across Europe, APAC, the Middle East and North America.

Phaik Ai launched the Diversity, Equity, Inclusion & Belonging (DEIB) consulting business in her previous role, advising clients, mainly multinational companies with APAC footprints, on their DEIB strategies.

Passionate about developing, mentoring and coaching leaders in building and transforming organisational cultures that are inclusive, compassionate and thriving, Phaik Ai uses her cross-cultural background and global leadership experiences with sensitivity to Asian business nuances to advise clients on evidence-based, data-driven culture-building strategies and interventions, helping organisations build workplaces where employees and leaders could thrive and flourish.

As a certified learning solutions designer, facilitator and executive coach, Phaik Ai advises, designs and leads experiential workshops that deliver sustainable impact to leaders of all levels. Clients she has worked with include Google, Airbnb, Amazon, Apple, Meta, PwC, GIC, and the National University of Singapore. Phaik Ai is certified in Culture for Business from Trompenaars Hampden-Turner, Nonviolent Communication from John Kinyon, and neuroscience-based coaching from NeuroLeadership Institute. She is an ACLP-certified facilitator and an ICF-certified coach. Phaik Ai holds an MA in Media and Communications Management from Middlesex University, London. After living in the UK, Spain and Malaysia, Phaik Ai now calls Singapore home, where she lives with her husband and their young child.