What does it take to lead a 250-year-old brand across eight Southeast Asian markets in an era of TikTok commerce, agentic AI, and fragmented consumer journeys? In this episode, we sit down with Evelyn Chua, Managing Director for Southeast Asia and Oceania at Birkenstock, who brings 15 years of retail leadership across luxury fashion, beauty, wines and spirits, and e-commerce.

Evelyn shares how she has navigated some genuinely distinct career transitions: from DFS and the world of travel retail, to the fast-moving world of e-commerce at Synergy, to her current role shaping Birkenstock's regional strategy. Her career is a masterclass in what it means to build breadth without sacrificing depth.

In this conversation, we explore:

• How the consumer journey has fundamentally shifted, and why there is no longer one dominant channel
• How Birkenstock protects its premium positioning in a region as fragmented and fast-paced as Southeast Asia
• Why AI reinforces rather than replaces the importance of brand clarity and consistency
• The hybrid skills that retail leaders need today compared to five years ago
• What Evelyn tells her team when they are afraid to say "I don't know"
• Her three pieces of advice for anyone navigating a career in retail: stay positive and adaptable, build breadth, and stay grounded

Whether you are a seasoned retail professional wondering how to stay relevant, or an early-career leader figuring out which moves to make next, Evelyn's perspective is grounding, practical, and genuinely generous.

Connect with us on LinkedIn: 

·       Vanessa Iloste (Host)

·       Vanessa Teo (Host) 

·       Aaron Wu (Producer)