Our Team

Henry Christian

Henry Christian

General Manager

An accomplished and seasoned regional consumer marketing practitioner, Mr Henry Christian brings with him more than 10 years’ experience in Loyalty, CRM, Partnerships and Digital across the retail & financial sectors. Mr Christian joined the loyalty team at NTUC Link on July 2017 and currently leads NTUC Link as General Manager.

Mr Christian’s loyalty marketing journey began in the financial sector with OCBC Bank and American Express and has spanned across department stores such as Robinsons Group and lifestyle retails like Wing Tai and MAP. Experienced in designing, building and operating successful large-scale regional loyalty business such as MAPCLUB (the largest coalition loyalty program in Indonesia), Robinson Group (the largest retail loyalty programme in Singapore), WT+ (the largest fashion loyalty program in Singapore), he understands the importance of brand authenticity and prioritises the customer’s experience.

As a loyalty marketing and CRM expert, Mr Christian regularly shares his experience with fellow practitioners at industry events and radio talk shows and believes that becoming a loyalty guru is a lifelong quest, but one well worth pursuing.

Mr Christian holds a Bachelor of Science in Accounting and Finance (First Class Honours) from The London School of Economics and Political Science (LSE).

William Chung

William Chung

Head
Partnerships

Mr William Chung is a seasoned consumer services professional with global experience in financial technologies (fintech), particularly in the payments and loyalty space.

Mr Chung joined the loyalty team at NTUC Link on February 2018 and currently leads the Partnerships team. He is focused on driving revenue growth for Plus! and strengthening the partner ecosystem for FairPrice Group. Stemming from his interest in the evolving world of payments technology, Mr Chung has spent most of his career prior to his incumbent role in global markets such as North America, North Asia and Southeast Asia. He brings valuable expertise to the table gained from working at multinational organisations such as Mastercard, Visa and BNP Paribas Wealth Management.

Prior to joining NTUC Link, Mr Chung was responsible for driving digital and emerging partnerships growth for Mastercard, working with issuing banks, acquiring banks and non-traditional payment partners within Asia Pacific.

Mr Chung holds a Bachelor of Science in Finance & Information Technology (Cum Laude) from Singapore Management University.

Sheryl Chen

Sheryl Chen

Head
Marketing

Ms Sheryl Chen is an experienced marketer who has worked across various industries (Finance, Media, Healthcare, Social). She leads the Marketing Team at NTUC Link which aims to Redefine Loyalty for members and partners, through a transformation of the rewards programme using data and technology.

In her previous role at NTUC Enterprise, she led and supported key group branding & integrated marketing campaigns in close collaboration with the NTUC Labour Movement and social enterprises (SEs) colleagues. These projects include the 50cents Kopi/Teh project with Foodfare/Kopitiam, 'Stretch your Dollar' initiatives like 'Because We Care', NE National Day video and others.

Ms Chen holds a Bachelor of Arts in Economics from National University of Singapore and a Minor in Technopreneurship from Stanford University.

Jonathan Low Hong Yi

Jonathan Low Hong Yi

Product Development Lead
Digital, Tech & Business Operations

Mr Jonathan Low joined NTUC Link on November 2019 as a Product Development Lead to manage the product and engineering team within Link, as well as Own Brands and Food Solutions (OBFS).

Prior to his incumbent role, Mr Low’s background was largely in software development within start-ups. He co-founded honestbee in 2015 and last served as its CTO. During his time in honestbee, Mr Low built and managed a product and engineering team of 130 strong across 4 engineering hubs - Singapore, Taipei, Ho Chi Minh and Bangalore. The team developed tech products for multiple business verticals and scaled honestbee's products across 8 Asian markets. From product and software development to engineering management, Mr Low brings a wide breadth of experience to Link.

Mr Low holds a Bachelor of Engineering in Electrical Engineering with a Minor in Technopreneurship from the National University of Singapore.

Yeo Ruyun

Yeo Ruyun

Financial Controller
Finance

Mr Yeo Ruyun joined NTUC Link as a Financial Controller, leading the financial analysis and planning, as well as its controlling functions.

Mr Yeo has amassed more than a decade of professional experience across financial analysis, forecasting, budgeting, reporting, as well as in business partnership, development and audit. Prior to his incumbent role, he was responsible for financial planning and analysis, including business partnering with key stakeholders at HOOQ (a start-up providing video on demand streaming service). He has also been with PSA (a leading global port group), where he performed due diligence on global business opportunities in Group Business Development, financial planning, analysis, and controlling functions in Finance.

Mr Yeo holds a Bachelor of Accountancy (Honours) degree from Nanyang Technological University (NTU) with two Minors in Chinese and Information Communication Technology. He is also a registered Chartered Accountant (Singapore).

Cecilia Lim

Cecilia Lim

Assistant Vice President
Human Resources

Ms Cecilia Lim leads the Human Resource team for both NTUC Link and the Customer and Marketing corporate function under FairPrice Group.

Ms Lim has close to 16 years of experience, specialising in talent acquisition, employee relations, total rewards and business partnering. Prior to joining Link, Ms Lim has worked in organizations across the consulting, hospitality, financial services and tech industries. Two of the organizations were vibrant start-ups.

Ms Lim holds a Graduate Diploma in Human Capital Management with Singapore Human Resources Institute and a Bachelor of Science (Hons) degree, specialising in Information Systems and Management from the London School of Economics.