Our Leadership
FairPrice Group is helmed by a dynamic leadership team with deep expertise across a wide range of industries.
Board of Directors
Mr Kee Teck Koon
Chairman, joined 2019
Mr Kee Teck Koon
Chairman, joined 2019
Mr Kee is the Chairman of NTUC Fairprice Co-operative Limited, and NTUC FairPrice Foundation Ltd.
He also holds directorships in Changi Airport Group, Tangram Asia Capital LLP, Trust Bank Singapore Limited and Mandai Park Holdings Pte Ltd. Mr Kee is also a member of the Angsana Fund Investment Committee of the Singapore Labour Foundation.
He was awarded the Public Service Star (BBM) by the Singapore Government and Meritorious Service Award by the NTUC in 2021. He holds a Master of Arts in Engineering Science from Oxford University, UK.
Mr Lee Seow Hiang
Board Member, joined 2018
Mr Lee Seow Hiang
Board Member, joined 2018
Mr Lee is the Chairman of the Singapore National Library Board, and a Director of the Singapore Tourism Board and Bhutan’s Gelephu Mindfulness City. He is also a member of the Energy Supply Resiliency Advisory Panel of the Energy Market Authority. Until 1 July 2024, Mr Lee was the Chief Executive Officer of Changi Airport Group and was concurrently the Deputy Chairman of Changi Airports International Pte Ltd, as well as Chairman of Jewel Changi Airport Holding Pte Ltd and Changi Foundation Board. He also held the appointment of Immediate Past President Airports Council International (ACI) Asia-Pacific Regional Board, and was Director on the Airports Council International World Governing Board. From 1989 to 2005, Mr Lee held various appointments in the Republic of Singapore Air Force (RSAF) and the Ministry of Defence, with his last appointment being Deputy Head of Air Operations in HQ RSAF. From 2005 to 2008, he was the Principal Private Secretary to the late Minister Mentor Lee Kuan Yew in the Prime Minister’s Office.
Ms Tan Hwee Bin
Board Member, joined 2020
Ms Tan Hwee Bin
Board Member, joined 2020
Ms Tan is the Executive Director of Wing Tai Holdings Limited. She serves as a Director of the Singapore Labour Foundation, NTUC Enterprise Co-operative Limited and Tripartite Alliance Limited. She is the Vice President of Singapore National Employers Federation. She was the Chairman of SLF Strategic Advisers Pte Ltd and served on the board of Agency for Integrated Care Pte Ltd. She was also a member of the Corporate Governance Advisory Committee of the Monetary Authority of Singapore (MAS). Ms Tan retired as the Chairman of NTUC Health Co-operative Limited in 2020 and returned to serve on the board of NTUC FairPrice Co-operative Limited, where she previously served up to 2015. Ms Tan was awarded the Public Service Medal (PBM) and the Public Service Star (BBM) by the Singapore Government in 2011 and 2018 respectively. In 2018, she was presented the Meritorious Service Award by NTUC.
Mr Robert Yap
Board Member, joined 2020
Mr Robert Yap
Board Member, joined 2020
Mr Yap is the Executive Chairman of Swan & Maclaren Group. Concurrently, he is the Chairman of Alexandra Health Fund Limited and Advisory Board Chairman of EDPR Asia Pacific, a member of EDPR Group listed on the EURONEXT. He is a Board Member of FairPrice Group, IMDA Singapore and Silverstar Investments. In February 2022, he was appointed by the MAS as a member of the Corporate Governance Advisory Committee and sub-committee Chair to review the SGX Code of Corporate Governance. In January 2023, Mr Yap was appointed as Chairman of the Sustainability Committee for FairPrice Group. Between 2006 to 2014, Mr Yap was a member of the IBM Corporation Global Advisory Board in New York. His past board directorships of SGX listed companies included supply chain and technology companies. From 2014 to 2018, Mr Yap represented Singapore as a council member for the ASEAN Business Advisory Council and Deputy Secretary for the Singapore National Employers Federation. In January 2020, he was conferred Singapore Management University’s (SMU) Distinguished Fellow and the inaugural Dean’s Fellow with the School of Computing and Information Systems for his contribution as an eminent industry leader.
Mr Zulkifli Baharudin
Board Member, joined 2023
Mr Zulkifli Baharudin
Board Member, joined 2023
Mr Zulkifli is the Executive Chairman of Indo-Trans Logistics Corporation, a logistics and supply chain company across IndoChina. He is an Independent Director of GDS Holdings Limited (PRC), Asian Plantations Limited, STT GDC Indonesia JVCo Pte. Ltd., PT STT GDC Indonesia and Global Business Integrators Pte. Ltd. Mr Zulkifli is currently Singapore’s Non-Resident Ambassador to the Republic of Kazakhstan and the Republic of Uzbekistan. He was appointed as Justice of Peace from September 2020. He also served as Nominated Member of Parliament from October 1997 to September 2001, and was awarded the Public Service Medal in 2005 and Public Service Star Medal in 2011. He holds a Bachelor of Science from the National University of Singapore.
Mr Arasu Duraisamy
Board Member, joined 2024
Mr Arasu Duraisamy
Board Member, joined 2024
Mr Arasu is a member of the NTUC Central Committee and the President of the Singapore Port Workers Union. Within the Labour Movement, Mr Arasu serves on various NTUC Committees, such as the NTUC Education and Training Fund (NETF) Board of Trustees, NTUC Industrial Relations and training Councils, the NTUC50 Development Fund Management Committee, and the Ong Teng Cheong Education Trust Fund Management Committee. Mr Arasu is also a member of the ITE Board of Governors. He is a member of the NTUC Investment Committee and NTUC Club Management, Finance & Strategy and Audit Committee. Mr Arasu was appointed a Nominated Member of Parliament for one term of office.
Mr Jimmy Ng
Board Member, joined 2024
Mr Jimmy Ng
Board Member, joined 2024
Mr Ng is currently Group Head of Operations at Southeast Asia’s and Singapore’s largest bank, DBS Bank, where he leads the transformation of operations across the bank’s six key markets – Singapore, Taiwan, India, Indonesia, China, and Hong Kong. With over 15 years of experience at DBS, Mr Ng has held key positions such as Chief Information Officer (CIO) and Head of Group Technology & Operations, where he laid the foundation for DBS’ data platform, hybrid cloud strategy and site reliability engineering practices. He was also instrumental in the establishment of the DBS Technology Hubs in both Hyderabad and Guangzhou. Prior to this, Mr Ng was the Group Head of Audit at DBS, where he introduced new auditing techniques such as Continuous Auditing, Predictive Auditing, and Agile Auditing—methods that are now part of IIA standards. Mr Ng brings international experience from his 13 years at ABN Amro Bank, where he held diverse roles across locations in Singapore, London, and Amsterdam. Beyond his responsibilities at DBS, he also serves as an Independent Director on the Board of Keppel Corporation and chairs the Technology and Operations Workgroup at the Institute of Bank and Finance Singapore (IBF). Mr Ng’s contributions have been recognised with several awards, including CIO of the Year (CIO75 ASEAN 2021 and International Data Corporation 2022), along with the Institute of Engineering Singapore’s (IES) Innovation Award in 2015 and 2016, and the IES ASEAN Outstanding Engineering Award in 2016. He led the DBS Audit function to be inducted into the Hall of Fame for the Internal Audit Excellence Award by the Institute of Internal Audit Singapore in 2015.
Mr Tan Wern-Yuen
Board Member, joined 2025
Mr Tan Wern-Yuen
Board Member, joined 2025
Mr Tan is a Partner at Hillhouse Investment, where he leads the firm’s consumer and retail investments practice globally. Before joining Hillhouse in 2025, Mr Tan held the position of Chief Commercial Officer at PepsiCo and served as its APAC CEO for the Asia Pacific, including Australia, New Zealand and China. In these roles, he spearheaded strategic growth initiatives as well as worked closely with market teams and strategic channel partners to enhance and expand PepsiCo’s Commercial Data & Digital capabilities.
Prior to his tenure at PepsiCo, Mr Tan was the President and CEO of Walmart China, overseeing more than $10 billion in annual revenues across Walmart, Sam’s Club, and e-commerce operations. Under his leadership, the company became an industry pioneer in omnichannel innovation and retail digitization.
He also brings extensive experience from the restaurant industry, having led Strategy & Insights for McDonald’s in the Asia Pacific, Middle East, and Africa regions, and serving as Managing Director for McDonald’s Taiwan. Earlier in his career, he was a consultant at the Boston Consulting Group, advising clients in retail, consumer, and private equity sectors on growth strategy, innovation, and turnarounds. He began his professional journey with the Singapore government.
Mr Tan holds a bachelor’s degree in economics and management from the University of Oxford and a master’s degree in finance from the University of Cambridge. He is currently a board member of the Singapore Economic Development Board and Raffles Medical Group.
Leadership Team
Mr Vipul Chawla
Group Chief Executive Officer
Mr Vipul Chawla
Group Chief Executive Officer
Vipul Chawla is the Group Chief Executive Officer of FairPrice Group, which comprises NTUC FairPrice, Kopitiam, NTUC Foodfare, and NTUC Link. The Group has over 570 touchpoints across the island and employs almost 13,000 staff, with an annual turnover of over $4.5 billion.
Vipul ensures that FairPrice Group maintains its balance between profit and purpose. He guides the business in delivering on its social mission to keep daily essentials within reach for all, while maintaining its operational sustainability for the long term.
Vipul brings 30 years of retail industry experience to his role as Group CEO. Prior to joining the organisation in 2022, he led Fortune 500 companies across the world based in global hubs such as the UK, US, and Singapore. In his previous role, he was the Division President for Pizza Hut International, which is part of Yum! Brands, Inc., the world’s largest restaurant company with 50,000 restaurants globally.
Vipul led Pizza Hut International’s digital transformation, spearheading its transition into a purpose-driven, digitally enabled business. Under his management, the company increased its digital engagement from 15 to 60 per cent. He oversaw more than 350,000 employees across 110 countries.
Mr Henry Chu
Chief Executive Officer, Food Services Business
Mr Henry Chu
Chief Executive Officer, Food Services Business
Henry Chu is the Chief Executive Officer of FairPrice Group’s Food Services Business. He leads the Group’s pursuit of operational excellence and sustainable growth within the dynamic food and beverage industry.
He revamped FairPrice Group’s Food Services Business by digitalising customer journeys, introducing self-run concepts, and transforming experiences to cater to the changing consumer needs and preferences. His customer-centric approach to food services innovation enables the Group to keep nutritious food options accessible to all in Singapore through more than 90 food courts and hawker centres islandwide.
Henry brings over three decades of industry experience to his role. Prior to this appointment, he was the Chief Executive Officer of PSC Corporation Limited, heading its various business segments and expanding its distribution channels. Before this, he was the Group Chief Executive Officer of BreadTalk Group Ltd, leading its local and regional expansion.
He has extensive experience and proficiency with directly operated, joint venture and franchise organisations across multiple countries. Henry served in management roles at Maxim’s Caterers Ltd (Hong Kong) for Japanese Chain Restaurants in China, Delifrance Singapore, and Starbucks in Singapore, Thailand and China.
Ms Grace Chua
Chief Executive Officer, Own Brands and Food Solutions Business (OBFS) and Chief Sustainability Officer
Ms Grace Chua
Chief Executive Officer, Own Brands and Food Solutions Business (OBFS) and Chief Sustainability Officer
Grace Chua is the Chief Executive Officer, Own Brands and Food Solutions Business (OBFS) and Chief Sustainability Officer of FairPrice Group.
Grace leads vertical integration within the Everything Food value chain, improving upstream sourcing and driving the growth of FairPrice Group’s Own Brands. Under Grace’s leadership, OBFS has grown to become one of the top five FMCG companies in Singapore and is rapidly expanding its business internationally. Recently, Fortune recognised Grace as one of Asia’s Most Powerful Women in 2024.
She also leads the Group’s sustainability efforts, overseeing sustainable growth across operations and championing FairPrice Group’s contribution to national sustainability goals, including its target to achieve net-zero carbon emissions by 2045 and initiatives to reduce food waste and packaging.
Prior to this appointment, Grace was the Chief Strategy Officer and Deputy Head of Products at FairPrice Group.
A veteran of the FMCG industry, Grace has held various senior global and regional leadership positions in multinational organisations. At Johnson & Johnson (J&J), she was the Asia Pacific Vice President for Baby Care, a member of J&J’s Global Skincare Leadership Team, and J&J’s Asia Pacific Leadership Team. Grace started her career in Procter & Gamble.
Grace was also the co-founder and director of Intellipath Games, a digital start-up company focused on creating mobile gaming apps as a platform for children’s education.
Mr Kenneth Tan
Chief Strategy, Network and Transformation Officer
Mr Kenneth Tan
Chief Strategy, Network and Transformation Officer
Kenneth Tan is the Chief Strategy, Network and Transformation Officer at FairPrice Group.
As a member of FairPrice Group’s Leadership Team and reporting directly to the Group’s CEO, Kenneth leads group-wide strategy development, mergers and acquisitions, and multi-year, multi-pronged transformation and performance improvement efforts.
He also oversees the Retail Planning and Development Office, responsible for optimising FairPrice Group’s network of physical stores, e-commerce fulfilment and distribution centres to better serve customers.
Prior to joining FairPrice Group, Kenneth served as the Chief Strategy Officer at NTUC Enterprise, where he led in the conception, strategy development and formation of FairPrice Group by bringing together the grocery retail (NTUC FairPrice), food services (NTUC FoodFare, Kopitiam), and loyalty business (NTUC Link) under one operating entity in 2019.
In the earlier part of his career, Kenneth consulted widely across industries and geographies with Bain and Company. He spent a year with DBS to help develop its consumer banking strategy. Kenneth is a graduate of the Financial Management Program of General Electric and has held several finance appointments across different General Electric businesses.
Kenneth received an MBA from INSEAD and a BSc in Economics from The London School of Economics and Political Science.
Mr Dennis Seah
Chief Digital and Technology Officer
Mr Dennis Seah
Chief Digital and Technology Officer
Dennis is the Chief Digital and Technology Officer of NTUC Enterprise and FairPrice Group. Bringing over two decades of experience to his role, he is responsible for driving the Group’s multi-year digital transformation efforts, driving digital applications, retail and food services solutions.
He leads FairPrice Group’s cloud and data strategy, and is charged with improving the Group’s agility, resilience, and digital innovation across its ecosystem, ultimately bolstering its capability to keep daily essentials within reach for all in Singapore.
Dennis is part of the Trust partnership council, which played an instrumental role in the launch of Trust digital bank, a joint venture between Standard Chartered Bank, FairPrice Group, and NTUC Enterprise. Trust was launched with the shared vision to redefine banking and improve everyday lives in Singapore.
Dennis is currently a Board Member and Independent Director at SP Group’s Singapore Power Services. Before joining FairPrice Group, he served as the Senior Vice President and Chief Information Officer at DFS Group Limited, as a senior executive of the tech council for LVMH Group, and as the Chief Information Officer for the China Duty Free Group.
Ms Zeng Qiao Jia
Chief Financial Officer and Chief Operations Officer
Ms Zeng Qiao Jia
Chief Financial Officer and Chief Operations Officer
Zeng Qiao Jia is the Chief Financial Officer and Chief Operations Officer at FairPrice Group.
She leads the FairPrice Group Central Operations, overseeing the management of the Group’s distribution centres, online fulfilment, and transportation. In addition, she also leads the Store Operations Management team which focuses on optimising the end-to-end movement of goods to strengthen the Group’s Operational Excellence.
Her remit includes accelerating the digitalisation and automation of FairPrice Group’s supply chain network. Her leadership has directly resulted in significant enhancements to the effectiveness and efficiency of the Group’s supply chain risk monitoring solutions.
In parallel, she also steers the Group’s financial strategy and long-term resilience, with oversight of financial planning and analysis, strategic advisory, treasury, risk management and reporting.
Qiao Jia brings over 20 years of experience in supply chain management, commercial finance, and management consulting to her role. Before joining FairPrice Group, Qiao Jia led supply chain operations for Walmart China and Sam’s Club China. She was in charge of managing their ambient and perishables distribution centres, transportation, replenishment, and network strategy and planning.
Qiao Jia also has a robust background in finance management consulting. At Accenture, she advised CFOs on enterprise finance transformation and led large-scale APAC projects for clients.
She was a PSC scholar and started her career in civil service, with roles in the Ministry of Finance and Ministry of Defence.
Mr Alvin Neo
Chief Customer and Marketing Officer
Mr Alvin Neo
Chief Customer and Marketing Officer
Alvin Neo is the Chief Customer and Marketing Officer at FairPrice Group, responsible for strategic marketing, customer, partnership, brand, and communications. He is focused on driving FairPrice Group’s vision to make every day a little better by building world-class marketing programs, deepening brand love, elevating consumer experiences, and fostering customer-centricity and loyalty.
Alvin has over 20 years of local and international brand, business and marketing management experience. He was the Group Chief Marketing Officer at leading healthcare provider Parkway Pantai, heading its commercial function, which included sales, marketing, and doctor/portfolio management. He was responsible for driving revenue and volume growth across multiple countries, as well as the development of the group’s Future of Healthcare Marketing practice.
Prior to working at Parkway Pantai, he served as Diabetes Care Franchise Head at Johnson & Johnson Medical Asia Pacific and Senior Marketing Director for Global Emerging Markets for Johnson & Johnson Consumer. His career spans various business, marketing, and strategic development roles with Procter & Gamble, Gillette, and technology startup Netdecisions. He was also a strategy consulting leader with The Boston Consulting Group.
Ms Zhao Tongwen
Chief Corporate and People Officer
Ms Zhao Tongwen
Chief Corporate and People Officer
Zhao Tongwen is the Chief Corporate and People Officer of FairPrice Group. She is responsible for shaping and executing group-wide people strategies that drive business transformation, strengthen leadership and culture, and build future-ready organisational capabilities. Her role also encompasses oversight of Workplace Safety and Food Safety & Quality, ensuring a safe environment for both employees and customers.
With over 30 years of international leadership experience spanning Human Resources, R&D, and Sustainability, Tongwen has led transformative initiatives across global organisations in the retail, consumer goods, and professional services sectors. She is deeply passionate about building purpose-led, people-first organisations where individuals and businesses can thrive.
Prior to joining FairPrice Group, Tongwen held senior leadership roles at Unilever, DFI Retail Group, Quorn Foods, and Rentokil Initial.
Ms Karen Chan
Chief Customer Officer
Ms Karen Chan
Chief Customer Officer
Karen Chan is the Chief Customer Officer at FairPrice Group, where she leads customer strategy, loyalty, data analytics, strategic partnership, marketing technology and innovation to enhance customer experience. She is charged with driving the implementation of the Group’s customer value proposition, deepening customer engagement, and aligning customer-focused efforts across its grocery, food services, pharmacy, and convenience stores.
Karen has over 20 years of experience in digital and retail consulting. She previously served as the Group Chief Commercial Officer at AirAsia Aviation Group, overseeing network expansion, route revenue, marketing, sales, and distribution for the group’s seven airlines. As CEO of AirAsia.com, she transformed the platform into the AirAsia Superapp, a leading ASEAN travel and lifestyle app.
She brings extensive loyalty expertise, having spearheaded successful loyalty programmes in the region. She has also held leadership roles in digital strategy at C&J Clarks and Pizza Hut Asia Pacific. Her career includes leadership roles at Domino’s Pizza International, Coca-Cola, and Colgate-Palmolive.
Karen holds a Bachelor of Arts from The Chinese University of Hong Kong and an MBA from the Australian Graduate School of Management, University of New South Wales, Australia.
Mr David Goh
Chief Executive Officer, Supermarket, Cheers, Unity
Mr David Goh
Chief Executive Officer, Supermarket,Cheers, Unity
David Goh is the Chief Executive Officer of Supermarkets, Unity, and Cheers convenience stores at FairPrice Group. He is responsible for overseeing the strategic direction and performance of these key business units, ensuring their continued success in a dynamic retail landscape to meet the evolving needs of Singaporeans.
With over a decade of experience at the senior leadership level, David has a deep understanding of the complexities and opportunities within the sector, having led local, regional, and global retail businesses.
Prior to joining FairPrice Group, David served as President of International Business at Ace Hardware, the world’s largest retailer-owned hardware cooperative. In this role, he spearheaded the transformation of the company’s wholesale, licensing, and franchise operations across 60 countries, demonstrating his expertise in driving growth and innovation on a global scale.
David also has strong retail experience from his time at Robinson Retail Holdings, Inc. in the Philippines. There, he led three formats comprising 2,500 drug stores and 500 convenience stores. Closer to home, he held leadership positions as Managing Director of DFI Singapore, CEO of Cold Storage, and CEO of 7-Eleven, showcasing his versatility and deep understanding of the Singapore retail landscape.
Ms Tan Huey Ling
Managing Director, Finest
Ms Tan Huey Ling
Managing Director, Finest
Tan Huey Ling is the Managing Director of FairPrice Group’s Finest supermarket chain. In this role, she drives growth and profitability while integrating innovation into the customer experience.
Huey Ling brings over two decades of leadership experience at FairPrice Group. As the former Head of Channels for FairPrice Group’s Finest supermarkets, Hypermarkets, and eCommerce business, she championed the development and implementation of strategic initiatives that met emerging customer needs.
Notably, Huey Ling was instrumental in implementing the blended retail concept, which successfully merged cooked food offerings with traditional grocery shopping. This innovative model now operates in high-traffic locations, including FairPrice Xtra Vivocity, FairPrice Xtra Parkway Parade and Finest Woodleigh. She also launched the grocer bar concept at Finest and spearheaded the launch of award-winning stores such as FairPrice Finest at Clarke Quay, all while maintaining a focus on delivering exceptional value to customers. Under her leadership, the eCommerce business has also achieved strong sales and market share growth.
Mr Trevor Ng
Managing Director, Hypermarket
Mr Trevor Ng
Managing Director, Hypermarket
Trevor Ng is the Managing Director of FairPrice Group’s Hypermarket chain. His role is to drive growth and transformation within the business.
Prior to assuming this role, Trevor served as the Head of Channels for FairPrice Group’s chain of Supermarkets and Unity pharmacies, where he spearheaded the development and execution of customer-centric strategies that drove significant improvements in operational efficiency, customer engagement, and business growth. His leadership spanned a network of over 100 FairPrice Supermarkets and Unity pharmacies, ensuring the delivery of exceptional customer experiences and health and wellness services.
Trevor brings two decades of retail banking experience to his current position at FairPrice Group.
Mr Sean Cheng
Managing Director (eCommerce) and Chief Omnichannel Officer
Mr Sean Cheng
Managing Director (eCommerce) and Chief Omnichannel Officer
Sean Cheng is the Managing Director for eCommerce business and the Chief Omnichannel Officer at FairPrice Group. He spearheads the Group’s expansion into new business areas, such as its Retail Media Network. As the Chief Omnichannel Officer, he also leads the Omnichannel team and its efforts to deliver a seamless, unified, and personalised digital experience for customers across all online and offline touchpoints via the FairPrice Group app.
Prior to working at FairPrice Group, Sean led TikTok’s eCommerce platform—TikTok Shopping Centre—in Southeast Asia, headed Alibaba’s Southeast Asian flagship eCommerce platform, and was Lazada’s Group Chief Crossborder Officer, driving the organisation’s international business growth.
Mr Leroy Seow
Managing Director, Products
Mr Leroy Seow
Managing Director, Products
Leroy Seow is the Managing Director (Products) at FairPrice Group. He is responsible for guiding FairPrice Group’s Products Team to bring in the best produce from around the world at the most sensible pricing.
His role is essential in supporting the Group in delivering on its mission to make every day a little better by keeping daily essentials within reach for all in Singapore, and bolstering its supply chain to ensure supply resilience.
Leroy brings close to 20 years of retail and FMCG industry experience to his role as Head of Products. Prior to joining FairPrice Group in 2021, Leroy served in various leadership positions with Procter & Gamble across Southeast Asia for over a decade. These included Country Manager and General Manager roles in Malaysia, Indonesia, and Thailand.