Lena is the Managing Director and Publisher for BurdaLuxury Singapore and Malaysia. On any given day you can find Lena balancing strategic leadership meetings, connecting with key stakeholders, conducting cross-border team check-ins, and initiating ideas for upcoming events, campaigns and partnerships – all the while keeping an eye on regional trends in Singapore and Malaysia.
As the newly appointed Managing Director and Publisher for Malaysia, how do you envision your first 100 days managing a brand-new territory?
The first 100 days is a period of boldness and clarity. It is a period of data-driven assessment of business fundamentals: operational efficiency, market trends, opportunities, and the ability to fund longer-term transformation or innovation bets. It is a time of listening and seeking clarity with all the internal staff of BurdaLuxury Malaysia. Through this process, I will then be able to understand what drives the business and have a plan to generate value through focused actions and contingencies.
What are some of the things that you would like to achieve in this role?
I hope to be able to set a clear narrative to be able to tell the team and other stakeholders about where the company is headed, how it intends to get there, and what a great media company in Malaysia and Singapore looks like. Our vision is tied to specific priorities, initiatives, and operational changes that will bring it to life.
As the Managing Director and Publisher of two different territories, what would you consider the most exciting aspects about your role?
Being a Managing Director and Publisher for two different countries offers the potential for a broadened perspective, access to diverse markets, and creating a greater influence on a wider scale. This lead role in both Singapore and Malaysia provides exposure to drive economic, political, and social landscapes, enabling a more holistic understanding of global trends and opportunities. Access to both markets also allow for greater revenue streams and potential to mitigate risk associated with a single market.
The ability to leverage relationships and influence across both countries can be advantageous in complex international negotiations. The exposure to different cultures also enables me to foster adaptability and enhance cross-cultural communication skills.
What’s your go-to productivity trick?
It is always about setting priorities. Once you set your priorities right, you will be able to tackle the issues one by one, instead of multi-tasking.
What is a project that you’re currently working on (if you’re at liberty to say)?
We are constantly looking out for new breakthroughs and innovations within the industry which we are so familiar with. There are a few projects that we are planning on a larger scale, and this will be a cross-border initiative between Singapore and Malaysia. Tune in to our social media channels and look out for it towards the end of Q1!
Why BurdaLuxury?
I think that BurdaLuxury is one of the most progressive media houses in Asia. The culture of us taking ownership and working across the region with a diverse group of colleagues has developed into a higher level of creativity and innovation.
Being with BurdaLuxury for the past 6 years, the company has given me opportunities to develop myself further and as a leader with much autonomy and trust. The recent expanded role of managing both Malaysia and Singapore was an opportunity given by my boss, Björn (Rettig), whom I am appreciative of the trust he has placed in me. I hope to continue the success of our business, together with the great teams we have across the two countries.
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