Phi holds an MBA from Australia majoring in marketing communication. Her experience spans over 20 years as a senior executive in brand, retail, and franchise development across global emerging markets in Asia, EME, and Eastern Europe. Currently, she is Head of Asia and The Pacific of Retail Food Group, a listed retail group from Australia. Phi is also board advisor at the Chief Marketing Officer Council (CMO), 2015 award winner of Retail Leadership presented by Asia Retail Congress, and author of three books, “Franchising – The Short Route to Global Markets” (2015), “Cross The Rice Field & Reach The World” (2016), and Go Global Guidebook (2017).