Tay Ling

Vice President @ Pico Group

About

An Engineer by training. A Marketeer by profession. An ex-Entrepreneur by choice.I build growth through transformation.Over the past decade, I have led revenue expansion, operational optimisation, cultural change, and strategic market positioning across Japan and Asia-Pacific, turning complex environments into scalable, high-performance systems.My leadership philosophy combines:Enterprise Strategy – aligning long-term growth vision with operational realityRevenue Engineering – identifying new verticals, partnerships, and diversification streamsOrganisational Development – building talent pipelines and leadership bench strengthOperational Discipline – process clarity, risk mitigation, margin controlCross-Cultural Intelligence – navigating APAC markets with precisionTechnology Adoption – integrating AI and automation into frontline operationsI operate at the intersection of:Growth × Transformation × People × SystemsWhether scaling a national pavilion, launching new entertainment verticals, restructuring team accountability, or building new revenue models, I focus on sustainable, measurable enterprise value.

Country

Japan

City

Tokyo

Industry

Marketing & Advertising

Skill

Business Transformation, Experience Strategy, Event leadership and Operations, Data Interpretation, C-Suite Presentation, AI-Assisted Workflows, Business Analysis, Multitasking, Project Management, Events, Event Production, Integrated Marketing, Business Development, Advertising, Marketing Communications, Digital Marketing, Photography, Social Media Marketing, Brand Management, Digital Strategy

Experience

Vice President

Pico Group

2022-5 - Present · 4 yrs 5 mos

Japan

Enterprise leadership role overseeing strategic growth, operational transformation, and cross-market integration. Key Achievements: • Grew annual revenue by 37% YOY • Increased gross profit by 32% YOY • Strengthened retention and team capability through structured leadership pipeline • Integrated group strategic framework into frontline operations • Introduced AI-enabled workflow automation improving proposal turnaround and internal efficiency • Strengthened multi-year enterprise client relationships • Managed cross-functional teams across strategy, creative, operations, finance, and business development • Oversaw high-value global projects

Vice President, TBA

Pico Group

2021-2 - 2022-8 · 1 yr 7 mos

Hong Kong SAR

• Spearheaded campaign planning, social listening, and data analytics for Pico's North Asia Hub, supporting Japan, Korea, Taiwan, and Hong Kong. • Led successful pitches resulting in winning key accounts like HP Inc and Samsung. • Collaborated with local cities to optimize talent placement and enhance productivity within the Pico Group.

General Manager

Pico Group

2019-9 - 2021-1 · 1 yr 5 mos

Hong Kong

• Led talent development initiatives, transforming team members' roles to fuel growth and potential. • Strategized and built agency operations, implementing technology and processes to improve productivity. • Identified and secured partnerships, leading regional pitches and transforming traditional business to brand activation space.

Client Services Director

Pico Group

2018-8 - 2019-8 · 1 yr 1 mo

Hong Kong

• Simplified communication processes through flow charts, enhancing internal and external communication efficiency. • Transformed unstable accounts into stable ones, notably at Goldman Sachs, by creating effective teams. • Identified and empowered 3 talents to take on leadership roles, receiving praise from clients.

Executive Committee

Singapore Association in Japan

2025-10 - Present · 1 yr

Japan

Managing Director

Tilt

2004 - 2018-7 · 14 yrs

• Led business development efforts and managed up to 45 staff members in executing integrated campaigns for high-profile clients. • Successfully turned a $250k loss into a $250k profit within a financial year through strategic decision-making. • Developed and implemented training programs for new hires to ensure team efficiency and growth.

Head (Graduate Affairs)

Republic Polytechnic

2003 - 2004 · 1 yr

• Led major marketing communication projects from conceptualization to implementation across various media forms. • Built up a stock photography library with 40,000 photographs for Republic Polytechnic. • Drafted a 10-year action plan for the Alumni Office to engage and retain graduates. • Managed a team of 4 individuals to ensure targets alignment and achievement.