Masterclass on

Surfing the Digital Tsunami - Building a B2B Digital Strategy that Creates Winning Business Performance

15 August 2017, Tuesday   |   6pm - 9pm   |   SMU Administration Building


Ticket Price : SGD40 (incl. GST)
*If you have obtained a discount code, please key respective discount code when you are on the checkout page

Industry 4.0 is transforming the process management across all businesses and it is becoming increasingly challenging for organisations to drive significant commercial benefits as the technological environment evolves rapidly.

Transforming existing business model digitally and improving customer experience involves all departments within an organisation. As business leaders, it is crucial to diagnose the role of digital connections for various departments and align an executable business model by understanding how their business clients make decisions, how you can map this decision-making process and how you can integrate digital into a successful go-to-market business strategy. In this interactive 75 minute session, you will learn what constitutes a successful B2B digital strategy and how it can contribute to the success of your business.

Key Takeaways:

 Why traditional approaches to customer engagement are failing in a new digital age

What does a successful digital business strategy look like

How can digital engagement contribute to the commercial success of my business


Tuesday, 15 August 2017
6.00pm to 9.00pm

SMU Administration Building
81 Victoria Street
Singapore 188065

Ticket Price: SGD40 (incl. GST)
*If you have obtained a discount code, please key respective discount code when you are on the checkout page

Event Programme


Time Activity/Detail


Participant Registration and Reception
6.30pm Les Buckley, Affiliated Faculty of Strategic Management, SMU on “Surfing the Digital Tsunami- Building a B2B Digital Strategy that Creates Winning Business Performance"
8.00pm Networking with Canapés and Beverage
9.00pm End of Event



Les Buckley

Les Buckley
Affiliated Faculty of
Strategic Management, SMU

Dr. Les Buckley is currently an affiliate professor of strategic management with Singapore Management University, a role focused on executive development and training (since January 2015). 

He is academic director of an IE Singapore sponsored SMU course on Business Effectiveness in Asia, and has worked with Banking, Insurance, Healthcare, B2B Manufacturing and services and FMCG clients as well as Munich Business School Executive MBA.

Prior to this  he worked with Asia Pacific Breweries, a subsidiary of Heineken N.V.  and Singapore’s Fraser and Neave, from 1988 until 2014 latterly as Regional Managing Director – SE Asia/Oceania (2005-2014).  He was responsible to the Board of Directors for operational performance of businesses and breweries in Mongolia, Malaysia, Singapore, Papua New Guinea, Australia, New Zealand, New Caledonia, Solomon Islands and the wider pacific, totaling 11 operating companies with ten breweries, over 1500 staff members, and turnover in excess of S$1.5 billion. 

He currently manages investments in business startups and is an advisor to consumer and B2B digital start ups in both Singapore and UK.

Born in UK and educated in NZ, UK, and USA, Dr. Buckley holds a Ph.D. in history from Columbia University (New York), and has more than thirty years experience in commercial and operational roles in pharmaceuticals and consumer packaged goods with twenty-five years experience in Asia.

Dr. Buckley has held board roles in private and listed companies in executive and non-executive roles. He has also experience of audit, nominating, and executive subcommittees. He has operational, manufacturing, supply chain and commercial experience in a range of Asia Pacific countries. Before becoming a Regional Managing Director, Dr. Buckley was involved in business development in North Asia and was Commercial Director for APB responsible for Tiger beer development worldwide from 2004-2008. Prior to that he was General Manager of three Asian operations.

In addition to this, Les has been involved in a range of extracurricular appointments and has been a board member and audit committee member of Singapore Government’s National Environment Agency, a board member of the Football Association of Singapore and a member of Singapore Compact for Corporate Social Responsibility’s Board. Currently he's a council member and advisor to Singapore Institute for International Affairs a world ranked geo-political and environmental think tank.


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