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FMCG E-commerce Consultant & Speaker

What works in one market often breaks at regional scale.

I help FMCG brands build durable growth pillars across SEA.

Book a consultView selected work
Jocelyn Pang

Based in Singapore · Working across Southeast Asia

Jocelyn Pang - FMCG E-commerce Consultant
How I Help

From fragile growth to durable pillar

Most teams chase channels. The ones that win build systems.

The Problem

E-commerce is growing, but it's fragile.

  • ·Heavy reliance on promos
  • ·Performance depends on a few people
  • ·Channels don't scale cleanly across markets
The Intervention

Commercial clarity and execution discipline.

  • ·Channel P&L ownership
  • ·Funnel design across media, social commerce, affiliates
  • ·Capability building with local teams and partners
The Outcome

Durable digital growth without chaos.

  • ·E-commerce as a true FMCG growth pillar
  • ·Teams that can run without constant escalation
  • ·Performance tied to commercial outcomes
Jocelyn Pang, Digital Commerce Strategist based in Singapore
About

I started in distribution. Learned the cost structures and tradeoffs that sit underneath everything else.

Then I spent years in the trenches: growing a portfolio in a category that was actively shrinking. Building channels that didn't exist before. Fixing fundamentals that everyone else ignored.

Now I build commerce engines across six countries.

What I've learned is simple: growth fails when teams chase channels instead of building systems.

Selected Work

Building FMCG commerce across Southeast Asia

Plant-based FMCG brand digital commerce dashboard for Malaysia, Philippines and Vietnam markets
Plant-based FMCG Brand

Zero to growth pillar in 6 months

The brand was entering digital commerce across Southeast Asia. No existing channels. Different platform ecosystems per market. The brief was speed without sacrificing execution quality.

Built and launched digital commerce in Malaysia, Philippines, and Vietnam. Stood up social commerce, affiliate, and content selling capabilities. Aligned local teams and partners.

All three markets now operate as growth pillars. The capabilities transferred to local teams.

Health & Wellness Brand

From underperformance to category leader

When I took over, the eContent score was under 10%. Online contribution was flat. Distribution was limited to a handful of channels.

Built 10+ new distribution channels that didn't exist before. Fixed the fundamentals in 3 months. Created a playbook that other regional markets adapted.

+60% category over-indexing in Vitamins & Supplements. Online contribution grew by 8 percentage points.

Health and wellness e-commerce analytics showing category leadership growth in vitamins and supplements
Infant nutrition e-commerce growth analytics showing category over-indexing in declining market
Infant Nutrition Brand

Growth in a shrinking market

Baby formula was declining -2.7% year-on-year. The category had headwinds. Parallel imports were diluting brand presence on key platforms.

Drove new user acquisition at scale. Eliminated parallel imports on key accounts. Negotiated prime campaign visibility during mega sales.

+45% category over-indexing for core brand. Proved digital could offset offline decline.

Work With Me

Ready to scale smarter?

Whether you need strategic guidance or a compelling speaker for your next event, let's start a conversation.

Send an Enquiry

For consultancy projects or speaking engagements. I'd love to hear what you're working on.

Prefer Email?

Drop me a line directly. I typically respond within 48 hours.

Emailjocelynpang.ec@gmail.com
What I Offer
Strategic Consultancy

E-commerce strategy, marketplace optimization, and growth frameworks for FMCG brands scaling across SEA.

Keynotes & Panels

Insights on digital commerce challenges and what actually works at scale in Southeast Asia.

Coffee Chat

Let's connect over coffee to discuss ideas, share insights, or explore potential collaboration.

Based In

Singapore, working across Southeast Asia