Mr Kok Ping Soon is Chief Executive Officer of the Singapore Business Federation (SBF), the apex business chamber championing the interests of Singapore’s business community in trade, investment and industrial relations matters. SBF represents more than 29,000 companies, as well as key local and foreign business chambers.

Prior to his current appointment, Ping Soon was Chief Executive of the Government Technology Agency of Singapore (GovTech), the lead agency driving Singapore’s Smart Nation initiative and public sector digital transformation. He also held various positions in the Ministry of Manpower, National Security Co-ordination Secretariat, Ministry of Trade & Industry, Singapore Tourism Board, Contact Singapore (CS), and Economic Development Board (EDB). He spent six years in the United States working for CS and EDB.

He serves on the Board of ACRA, SBF Holdings, SBF Connect, NUS-ISS and is a member of the NIE Council.

Musa leads the Advocacy and Planning Division, a team of policy, planning and research staff that drives SBF’s work in advancing the interests of Singapore businesses by shaping policies both locally and internationally. Musa is responsible for SBF’s overall advocacy efforts by working closely with businesses, trade associations, foreign chambers and government agencies. In addition to managing policy development, Musa oversees corporate planning for the Secretariat, international policy and engagement, as well as the ESG Co-ordination Office.

Prior to joining SBF in Nov 2023, Musa spent more than 17 years in the Singapore Public Service in various organisations including the Monetary Authority of Singapore, Ministry of Finance and Ministry of Manpower. He was most recently Senior Director of the Futures, Strategy and Plans Division at the Ministry of Trade and Industry where he drove strategic planning efforts for the Singapore economy and took on various roles including serving as secretary to the Future Economy Council led by DPM Heng, being a member of the National Wage Council from 2021 to 2023 and leading MTI’s efforts under the Forward Singapore exercise.

Annie leads the development of SBF's partnership strategies and initiatives to build mutually beneficial partnerships with a diverse set of organisations for Singapore to become a globally competitive net-zero economy, and increased value of SBF as the Apex Business Chamber.

As the head of SBF's Strategic Partnerships and Events Division, which comprises the Strategic Partnerships Department and the Strategic Events Department, Annie oversees the conceptualisation to execution of key events organised by SBF to achieve business outcomes and deliver an engaging participants’ experience.

Before her current role, Annie served as the Executive Director, overseeing SBF's business activities related to China and the North Asia region, and managed SBF's global events and partnerships. She played a pivotal role in the development and enhancement of SBF's renowned flagship business platforms, including the Singapore Apex Business Summit (SABS®) and the Singapore Regional Business Forum (SRBF®). She also led Singapore's participation in national-level trade fairs and exhibitions in China and overseas business missions to China and the North Asia region.

Annie holds a Master of Business Administration from the National University of Singapore.

Yee Fung leads the Smart Technologies Programmes Division to drive platform and programme development to help companies leverage on digital and smart technologies for business growth and transformation.

Prior to joining SBF, Yee Fung spent more than 20 years in the public service where he took on a range of roles, from working directly with companies on their growth plans in account management roles, to facilitating their overseas expansion plans while stationed in Indonesia. In his most recent role, he led programme development work in EnterpriseSG to support the uplifting of digitalisation-related capabilities in enterprises.

Jean is the CEO of the SBF Foundation and concurrently SBF’s Chief Social Impact Officer. The dual appointment underscores the close connection between the two entities in promoting corporate purpose and greater involvement by the business community in building a more resilient and inclusive Singapore. Jean will drive strategic planning, programme development, fundraising, stakeholder engagement, social impact assessment, and operational management for both teams, reporting directly to the Chair of SBFF and CEO of SBF.

Previously, Jean led the Singapore International Foundation as CEO and currently serves as its Board Vice Chair. Her background includes leadership positions in various government ministries, including stints in MOM, MICA and as a diplomat in Washington DC. In her spare time, Jean volunteers on the boards of international organisations, such as FORUM and Global Public Diplomacy Network, and works with local charities like Cycling Without Age and SG Enable.

Tai Chew oversees the Mid-Career Pathways Programme, Singapore Business Federation (SBF) Business Institute and the Jobs Development Partner Programme.

Tai Chew has spent more than 12 years in SBF as a member of the senior management team where he oversaw the Global Asia Hub Programme, Sustainability Development Business Group, Global Business Division (ASEAN) and Human Capital Division.

Prior to joining SBF, Tai Chew was the Group Director, Technology Business, in International Enterprises (IE) Singapore (f.n.a Trade Development Board, n.k.a Enterprise SG). In his 25-year stay in IE Singapore, he held many senior positions in business and support areas, including Industry Development Group (overseeing Technology and ICT sectors), Enterprise Group (overseeing Customer Service Centre. SME Services, Web Channel and Information Resource Centre), Trade Promotion Group (promoting Free Trade Agreements) and Chief Information Officer. In addition, he also served as Vice President of TDB Holdings Pte Ltd which was responsible for overseeing all subsidiaries under TDB and held Board Directorship in subsidiary companies. He also served as the Centre Director in IE Singapore’s Los Angeles office.

Kelvin assists Singapore companies to be connected to global opportunities through advisories and business matching, as well as trade missions. He drives internationalisation initiatives for local companies in the Northeast Asia, Southeast Asia, Oceania and Americas regions, and represents the Singapore business community at multilateral platforms.

Kelvin has more than 20 years of working experience in both the public and private sectors. Prior to joining SBF in April 2023, he was the Deputy CEO of the China-Singapore Suzhou Industrial Park Development Group (CSSD) based in Suzhou, China. He also served in senior management roles at the Ministry of Trade and Industry (MTI), Intellectual Property Office of Singapore (IPOS) and Economic Development Board (EDB), covering trade and investment facilitation, international energy collaboration and intellectual property rights protection.

Samantha leads a team at the International Business Division at the Singapore Business Federation (SBF), covering Africa, the Middle East, Central and South Asia, Europe, and America. Her responsibilities include assisting companies in navigating complexities of international expansion, facilitating business development and establishment in new markets. Samantha’s team also cultivates a supportive ecosystem with government entities, multilateral organisations, and corporates to facilitate global ventures for companies.

Samantha garnered extensive experience in driving international business growth while working with the Singapore and New Zealand government trade enterprises. She also helmed senior management roles driving internationalisation and profitability in two Singaporean corporate groups in the Energy Infrastructure sector. Besides her core expertise, Samantha explores Digital Marketing and NFT creation, volunteering her services to Non-Profit Organisations.

She holds a Bachelor's degree in Computer and Information Sciences from NUS and a Professional Certification in Digital Marketing from SMU.

Winnie is responsible for membership operations, engagement with members and trade associations and chambers (TACs), and development of capabilities for TACs at the Singapore Business Federation (SBF). She also manages TAC and business networks such as the TAC Alliance, Young Business Leaders Network (YBLN) and the Singapore Women Entrepreneurship Network (SG-WEN).

Before joining SBF, Winnie served 23 years as Executive Director of the Association of Singapore Marine Industries (ASMI). An experienced TAC leader, Winnie is familiar with the TAC landscape and operations including development of industry promotion and capability initiatives, and engagement with members and stakeholders. She has served on advisory and industry committees set up by government agencies and institutes of higher learning. Winnie was awarded the Public Service Medal (PBM) in 2012 for her contributions to the marine and offshore industry.

Prior to ASMI, Winnie was General Manager of a local chain of childcare centres and Vice President for business development in its holding company. Winnie started her career in the public sector where she held various positions during her 11 years with the Productivity & Standards Board and National Productivity Board.

Cheryl is one of the pioneers at the Singapore Business Federation (SBF). She was a key staff who assisted with the set-up of SBF in 2002 and has since contributed 20 years of dedicated service to the Federation.

Currently, as Executive Director and part of the senior management team, she oversees and provides strategic leadership to the Finance, Corporate Secretariat and Administration & Facilities departments. Prior to this, Cheryl headed the Membership Relations and Services Division (MRSD) at SBF for 14 years. MRSD was responsible for members outreach provision of membership services, and partnership management.

Before joining SBF, Cheryl worked at the Singapore National Employers Federation (SNEF) and the Ministry of Labour (MOL, now known as Ministry of Manpower). She spent 6 years at SNEF where she was the Divisional Director and headed its Member Relations Department and its Research Institute and as a Labour Officer at MOL for 6 years.

Peggy oversees human resources (HR), information technology (IT) and leads the Singapore Business Federation (SBF)'s Transformation Office to drive and coordinate transformation projects in the key areas of People, Processes and Partnerships. Peggy has almost 25 years of experience in HR and Strategic Planning across different sectors such as healthcare, maritime, defence and arts.

Prior to joining SBF, Peggy was the Head HR of Arts House Limited. In this role, she led the transformation of HR and IT solutioning to improve the capability and engagement of employees across multiple sites.

Peggy graduated with a Bachelor of Business Administration from the National University of Singapore.

Chin Ann leads the SBF’s Information Technology Division. His main roles are to develop and execute SBF’s digitalisation strategy, oversee IT programmes and operations, uphold standards in IT governance and cybersecurity, and enhance digital literacy of SBF officers. He also collaborates with other trade associations and chambers (TACs) to build a digital TAC ecosystem and adopt digital technology to improve efficiency and effectiveness.

Prior to joining SBF, Chin Ann worked in the Public Sector for more than 25 years, where he served as Chief Information Officer in the Ministry of Defence and Public Service Division, and led teams in achieving the digitalisation goals of public agencies.
Chin Ann graduated with a Master of Engineering (EEE) from the Imperial College London, and has a Master of Science (Management of Technology) from the MIT Sloan School of Business. He is a Fellow of the Singapore Computer Society.

Mabel leads the Singapore Business Federation (SBF) Business Institute which aims to help SBF members and the wider business community build capabilities and achieve inclusive and quality-driven growth. The Learn@SBF Business Institute focuses on 4 key areas: Internationalisation, Environmental, Social & Governance (ESG), Digitalisation, and Business Operations.

Mabel has spent more than 17 years in SBF managing member relations, members’ outreach activities and currently heads the SBI.

Prior to joining SBF, Mabel had spent more than 10 years at the Singapore National Employers Federation (SNEF) looking after training and membership.

Janice is the custodian of the brand and reputation of the Singapore Business Federation (SBF). She spearheads the development of communication strategies, guides the messaging and design on SBF’s platforms, and actively strengthens partnerships with media agencies.

Previously serving in the Ministry of Trade and Industry as well as public and private sector organisations, Janice has strong working relationships with news/business media. She provided strategic communication counsel to senior management and led high-profile publicity campaigns for events such as the inaugural Singapore Apex Business Summit and the signing of the EU-Singapore Free Trade Agreement.

Janice holds a Bachelor of Communication Studies from the Wee Kim Wee School of Communication and Information, and a Master of Business Administration from the University of Nottingham.