Shaping product visions into delightful user experiences.

I’m Cong, a seasoned Product Leader with over 16 years of experience in Product Management and UX Design across APAC.

I have a unique ability to bridge the gap between these disciplines and teams. I also have a love for Japanese curry and pour-over coffee.

Currently based in Singapore as the Head of Product for the APAC region at Back Market.

I've been around, and I'm well rounded.

Having worked across startups, scale-ups, and enterprises, I’ve navigated the unique cultural and process challenges of each organizational size.

My strategic leadership style enables me to effectively “herd the cats”—driving product vision and roadmaps, managing cross-functional teams, and delivering user-centric solutions that yield positive business impacts.

I’m passionate about creating and leading innovative products that solve user problems with a touch of delight, all while ensuring alignment with overarching product vision and business objectives.

Product Management
Experience design
Product strategy
leadership
SCRUM & Agile
ux research
Product design
data synthesis
Process optimisation

Melbourne

Singapore

japan

In the real world, chaos rules—you’ve got to roll with the punches.

I guide my teams in harnessing data and research to determine when adjustments or even complete pivots are necessary.

We demonstrated this agility in Korea by pivoting our roadmap mid-quarter after a disastrous start. This decisive maneuver led to a remarkable quarter-on-quarter turnaround, increasing GMV by 127%, ultimately saving the business and giving us more time to improve the product.

Re-love the pre-loved.

Reducing e-waste through Refurbished devices.

At Back Market, a company on a mission to combat global e-waste with operations in over 16 countries, I serve as the Head of Product for the APAC region. I lead the product team in championing our mission and ensuring that purchasing refurbished devices is safe and reliable.

At Back Market, I spearheaded successful launches in Japan, South Korea, and Australia. This involved crafting go-to-market strategies and overseeing execution to ensure timely delivery. Collaborating with key stakeholders, my team and I continually identify challenges and devise strategic solutions, adjusting our roadmaps as necessary.

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GMV
+127.26%
quarter on quarter
CVR
+123.33%
quarter on quarter

From Zero to App Store.

Building an App with AI

In just six weeks, with determination and the help of AI tools like ChatGPT and Claude, I built a logging app that lets users track and visualize almost anything.

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Every journey of growth is filled with moments of Discovery.

PayPay.

Pioneering Japan’s cashless society

With over 60 million users, PayPay is Japan’s premier mobile payments platform, playing a pivotal role in the nation’s shift toward a cashless society.

As the leader of the PayPay for Business team, I spearheaded initiatives to empower small business owners. A redesign and UX overhaul of the mobile app resulted in a 20% year-over-year growth in MAU. Introducing innovative features like dynamic QR codes and platform unification led to consistent monthly transaction
growth of 4%.


Beyond product management, I implemented process improvements and championed human-centric design principles. Applying Scrum principles, I optimized team synergy, introduced effective rituals, and improved task management.

Retrospective sessions were positive, with team members gaining clarity on roles and responsibilities, ensuring alignment on current activities and future plans.

Influenced by my UX background, I promoted user-centric discovery processes to a traditional business team. This led to initiating a major project to identify opportunities and pain points for our PayPay for Business users.
While many gauge success by specific KPIs, I derive immense satisfaction from fostering operational efficiency and harmony among teams.

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See my other work

Fintech, Property management, Luxury Skincare, e-commerce. Being a fast learner, I can pick up almost anything and run.

I've been fortunate enough to work on a wide breadth of projects from various industries and