TaFF Secretariat

Chief Executive Officer

Semun joined TaFF in Apr 2018. Since joining TAFF, she had secured TaFF’s appointment to run Design Orchard co-work space and the retail space and had also started an incubation program for the Fashion Industry, The Bridge Fashion Incubator (TBFI). Prior to TaFF, she was with  SGTech (Formerly known as Singapore Infocomm Technology Federation (SiTF)) and had helmed the organisation for 11 years ago as its Executive Director.

Before joining SGTech, she was the General Manager for Caliper (Singapore office), a HR Consulting Organisation with HQ based in Princeton; and had also worked in Motorola Electronics for 10 years. During which she headed functional roles such as Business Operations, Strategic Planning, Product Marketing for the Mobile Device Business in SEA. Se Mun was subsequently appointed Regional Director to head the SEA Accessory Business which she grew the business exponentially.

Currently, Semun sits on Design Education Advisory Committee (DEAC), ITE  Design and Media Academic Advisory Committees (AACs) and Temasek Polytechnic Design Advisory Committee all to further strengthen the links between the schools and industry. She is also sitting on the Made With Passion (MWP) Strategic Council, to promote better awareness for local designers and is a member on the Technical Committee on Retail Services.

She graduated with a Bachelor in Business Management and MBA with NUS and started her career in Fuji Xerox Singapore.

Dr Charles Ling, Ph.D

Dr Charles Ling, Ph.D

Senior Director, The Bridge Fashion Innovator (TBFI)
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Senior Director, The Bridge Fashion Innovator (TBFI)

Charles is passionate about innovation, education and technology. He has a track record of helming innovation, education and technology corporations with leadership roles like Chief Executive Officer, Chief Operating Officer and Chief of Staff in startup and public-listed companies. He founded Strategic Technology Management Institute (STMI) of the National University of Singapore and was also a board member of various subsidiaries of Berjaya Corporation.

Charles has a Doctorate of Philosophy degree from University of Manchester Institute of Science and Technology (UMIST) in the research area of Computer Integrated Manufacturing.

Leonard A. Choo

Leonard A. Choo

Director, Industry Development & Engagement
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Director, Industry Development & Engagement

Leonard Augustine Choo is an international costume designer, textile shopper, and bespoke maker currently based in Singapore. He designs costumes for dance, opera, theatre, and film, and was the principal fabric shopper for the costume department of the New York City Ballet for 12 seasons, working on over 75 unique ballets.
 
Leonard has draped and tailored for the Juilliard School, the television shows Gotham (FOX) and Crashing (HBO), Trans-Siberian Orchestra, Ballet Academy East (New York), Barrington Stage Company, and Opera Omaha, and has also lectured at the Arkansas Arts Center, Lasalle College of the Arts, and library@orchard.
 
Leonard holds a Master in Fine Arts from Boston University, and in 2011 was awarded the Singapore National Arts Council Overseas Arts Scholarship  – the first and only costume designer to have received it. He is currently the Director of Industry Development & Engagement at Textile and Fashion Federation Singapore.

Carolyn Poon

Carolyn Poon

Director, Sustainability
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Director, Sustainability

Carolyn is passionate about sustainability and the transformative value of tech to help businesses and people become better versions of themselves.  Her curiosity in sustainability started way back. During an early part of her career, she was tasked to educate enterprise customers on the design and use of lighting solutions to achieve energy efficiency, better customer experience and higher instore sales. Since then, she has seen how businesses and consumers can make collective green impact through the decisions we make. 

Carolyn held various senior management roles as regional director in strategy and director in product management for a Fortune100 MNC and as principal consultant. Her key expertise is in bringing together a right balance of problem-solving rigour, people skills and pragmatism to influence key decisions and strategy with key stakeholders and across different levels of the client organisations, to deliver outcome-based programmes. Her widespread experience in both strategic, business and technology solutions has given her a strong grasp of application of technology to solve real-world and commercial issues across various domains.

Pauline Kwan

Pauline Kwan

Facilities Manager
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Manager, Facilities & Customer Service

Pauline Kwan possesses a Masters in Mass Communication from NTU with ten years of experience in marketing and strategic project management across Non Profit organizations and the public sector. 

Pauline also has 2 years of experience leading a team of ten in events management, QSM, facilities management, course management, and grassroots led projects in a Ministerial Ward Community Club. 

Manager, Events

Coming Soon!

Jasmine Puah

Jasmine Puah

Manager, Outreach
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Assistant Manager, Facilities and Customer Service

Jasmine is the Assistant Manager at The Cocoon Space. 

Before joining TaFF, Jasmine has spent five years as a Cabin Crew with Singapore Airlines and six years as a VIP Host in the casino. Her effective skills in customer service will help to contribute to the TaFF community.

Jasmine is known as an animal lover to people around her, but is also crazy about coffee, cats and a good nove

Huang Zhen Wei

Huang Zhenwei

Executive, Finance
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Accountant

As the finance manager, Zhen Wei oversees financial reporting, budgeting and analysis for the organization on a timely basis to ensure optimum deployment of its financial resources. He has enhanced the organization’s financial system to increase productivity. Prior to joining TAFF, Zhen Wei worked in a civil engineering consulting firm specializing in oil and gas where he oversaw over 100 projects in ensuring smooth operation and project delivery.  

Zhen Wei was awarded Ngee Ann Achievement Scholarship and was placed in Director’s List for 4 consecutive semesters for outstanding academic performance. Being a self-motivated individual, he researched extensively and manages his own investment portfolio for over 10 years and is a firm believer of Warren Buffet’s value investing philosophy.

Afiq Juana

Afiq Juana

Senior Executive, Design Resource Development
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Senior Executive, Design Resource Development

Afiq supports the Design Resource Development initiatives at TaFF, enabling access for local brands to global fashion resources. Before joining TaFF, his experience in public relations, events management, and training & development motivated him to go from supporting individuals to businesses. Afiq’s two diplomas; New Media, Fashion Business and a degree in Communications, underscores his commitment to be equipped to support the growth of local fashion businesses. Dedicated to finding new opportunities and solutions for local businesses via the Fashion Resource List, Afiq applies design thinking methods on top of tapping on digital resources such as Omnilytics and Business of Fashion.

Nooramido Rashid

Nooramido Rashid

Studio Supervisor
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Supervisor, The Makers Studio 

Before joining TAFF, Mido freelances in the local theatre industry as well as assisting for touring theatrical productions. She had experienced for touring shows such as The Lion King Musical, Phantom of the Opera, The Sound of Music, Aladdin, Giselle, Swan Lake and many more. She also worked with local theatre companies like Pangdemonium Productions, Toy Factory, Dream Academy and Wild Rice to name a few. With over 10 years in the industry, she is specialised in Costume/Wardrobe Management and is upscaling herself in the costume constructions. She is thrilled to be part of TAFF to help manage the Makers Studio. Happily married with a wonderful husband and 6 cats at home, Mido always looks forward to be home.

Executive, Management Support

Chow Pei Jun, or PJ for short, supports both corporate, as well as the other initiatives at TaFF such as The Bridge Fashion Incubator (TBFI).

Coupled with her design centric Diploma, Bachelor(Hons), and multi-discliplinary experience, she draws relevant knowledge from her backgrounds
to push for the youthful and dynamic ways of TaFF’s future development.

Her natural curiosity motivates her to create unique values in multiple sectors to move the trade association forward.

PJ started her career out as an event designer/coordinator intern chere weddings and later on moved into being a management and marketing associate in vanguard interiors before joining TaFF. 

 

If you are interested in joining the team at TaFF, look out for opportunities here.

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