CEO Insights Magazine

From an auditor at KPMG to the CEO of Singapore's largest paper distributor – OVOL Singapore, Genevieve's journey has remained steadfast in pursuit of success. Over the years, she has weathered multiple mergers and changes in shareholders, demonstrating her resilience and ability to adapt to changing circumstances. Through it all, she has remained focused on her goals, developing a deep understanding of change management, effective communication, and stakeholder engagement.

Under her leadership, OVOL Singapore has expanded its network of customers and partner distributors throughout Southeast Asia and is now part of the listed Japan Pulp and Paper, which was founded in 1845. Genevieve's passion for sustainability and support for the print community has also led her to be actively involved with the Print and Media Association Singapore, where she is the Honorary Treasurer and leads the Sustainability related agenda. She is also the current First Vice Chair of RSVP – The Organisation of Senior Volunteers, which promotes purpose-driven volunteerism among seniors and provides opportunities for them to serve the community. Her dedication to promoting a healthy lifestyle extends beyond her work, as she has been leading a dementia prevention program for seniors since 2018. CEO Insights Asia is thrilled to interview this meticulous leader.

How would you describe your academic experience from NUS?

It was in the 1980s, and the landscape was quite different from today. The three-year program offered a straightforward standard curriculum without a great variety of global exchange programs which are now available to undergrads. However, what stands  out to me are the hard and soft skills that I acquired during my time there.

The hard skills, such as technical expertise and specialization, provided me with a solid foundation for my career. As an accountant, I found that the training and specialization I received during my time at NUS were invaluable to my professional development. But the learning didn't stop there. Continuing education is a must in today's world, and NUS provided me with a strong foundation upon which to build. Equally important were the soft skills I learned at NUS. Collaboration, critical thinking, problem-solving, time management, and effective communication skills were all essential in group projects, relationships with classmates, and teamwork. These skills are critical in moving up to senior management positions and being successful in leadership roles. Additionally, NUS helped me develop my ability to manage change and cope with challenges, increasing my resilience and adaptability.

out to me are the hard and soft skills that I acquired during my time there. The hard skills, such as technical expertise and specialization, provided me with a solid foundation for my career. As an accountant, I found that the training and specialization I received during my time at NUS were invaluable to my professional development. But the learning didn't stop there. Continuing education is a must in today's world, and NUS provided me with a strong foundation upon which to build.

Equally important were the soft skills I learned at NUS. Collaboration, critical thinking, problem-solving, time management, and effective communication skills were all essential in group projects, relationships with classmates, and teamwork. These skills are critical in moving up to senior management positions and being successful in leadership roles. Additionally, NUS helped me develop my ability to manage change and cope with challenges, increasing my resilience and adaptability.

Overall, the academic experience at NUS equipped me with a diverse set of hard and soft skills that proved valuable throughout my career. Despite facing tough times, the lessons I learned during my time at NUS helped me to stay on track and achieve success.

What are the factors you take into account when developing effective corporate growth strategies?

When it comes to developing corporate growth strategies, there are three key areas to consider: organic growth, growth through diversification, and growth through acquisitions. First and foremost, reviewing the possibilities of increasing organic growth. It's important to analyze the market, including growth trends, customer preferences, and the competitive landscape, in addition to taking a critical look at your own company's competitive advantages, core competencies, areas for improvement, and potential barriers to growth. This ongoing exercise should also include a focus on your supply chain, as supportive suppliers are crucial for success during challenging times. At the same time, it's essential to identify customers and find ways to increase your share of their business, as well as optimize profits by improving margins and reducing costs.

The second area to consider is growth through diversification, which can involve exploring new product offerings and revenue streams. While  some calculated risks may be necessary to achieve success, it's important to keep the team motivated and incentivized to try new products. One example to approach this is through the Ansoff Matrix, which maps out the relationship between customers and products based on whether they are existing or new. Finally, growth through acquisitions can be another strategy to consider, although it's important to carefully evaluate potential targets to ensure they align with your company's goals and values. By considering these three key areas of organic growth, growth through diversification, and growth through acquisitions, you can develop a comprehensive corporate growth strategy that sets your company up for long-term success.

Could you please describe your leadership style?

My leadership approach is people-centered, strategic, staying resilient and adaptable, empowering my team, fostering an environment of trust and collaboration, and driving success and sustainability. Despite the challenges posed by economic cycles and organizational changes over the three decades, I have been with the organization, I have maintained a clear vision and steered the company towards success together with a dedicated and competent team.

Where do you see yourself headed towards the upcoming years?

Regarding the long-term vision for our company, we are prioritizing sustainability and looking at diversification opportunities within and if possible beyond Singapore. Our goal is to expand our operations while remaining socially responsible and focusing on the key tenets of sustainability - environment, social, and governance. I personally advocate for these principles and have been doing so pro bono for various organizations. It aligns with what our head office also wants for growth and expansion, making it a top priority for our team. On a personal note, I'm involved in a non-profit organization where I lead a dementia prevention program for seniors and manage a team of instructors. This resonates strongly with my belief in giving back to society, which is particularly important in Singapore as we face an aging population. Our government emphasizes a holistic approach to active aging, ensuring that seniors age well and maintain good health, which aligns with my belief in active aging and focusing on health span.

Genevieve Chua, CEO, OVOL Singapore

In addition, Genevieve was recently appointed as an Independent Non-Executive Director of Tye Soon, a prominent automotive parts distributor in Southeast Asia. She is also the Audit and Risk Chairperson and a member of the Nomination and Remuneration Committee. Genevieve has been invited to speak at various events on CSR, Sustainability, Going Green, Health and Wellness, and Gender Diversity issues, further demonstrating her commitment to making a positive impact in both the business world and the community.