CEO Insights Magazine

Often characterized by their vision, strategic thinking, and ability to inspire and motivate teams, business leaders play a crucial role in shaping industries, driving innovation, and steering companies towards success. They are adept at navigating complex challenges, adapting to changing landscapes, and identifying opportunities for growth. Maynard Mckeagan, the Commercial Director APJ at Essentra Components Products is a seasoned professional in the field. Maynard brings a wealth of experience and expertise to his role, with a background in strategic planning, business development, and regional sales management. He has demonstrated a track record of success in driving business growth and enhancing market presence. In his current position, he oversees commercial activities across the Asia-Pacific and Japan region, contributing to Essentra's continued success and expansion in the market. Maynard's leadership and dedication exemplify the qualities of a dynamic and effective business leader in today's competitive landscape. Let’s hear from him.

Could you provide a summary of your professional background and journey? What drives you in your daily work?

Since 2005, I've been based in Singapore, initially joining Future Electronics, a global semiconductor distributor headquartered in Canada. During this time, the solid-state lighting industry, particularly focused on LED technology, experienced rapid growth worldwide due to increased emphasis on energy efficient lighting solutions and the establishment of global standards. Within Future Lighting Solutions (FLS), a division of Future Electronics, I held various roles in Product Management, Business Development, and Regional Sales Management until 2018. In that year, I transitioned to managing the Singapore Sales office, where we specialized in providing electronic component supply chain solutions to Electronic Manufacturing Services (EMS) companies serving major OEMs across various industries. In 2021, I joined Essentra Components as the Commercial Director for Asia, overseeing commercial operations across ASEAN, ANZ, and Japan.

It's the thrill of discovering new and innovative end products and applications where essential components play a pivotal role in their success. While entering new markets demands patience and meticulous planning, being part of a team that successfully establishes a presence in these territories is immensely fulfilling.

How do you characterize Essentra as an organization and its current market position?

At Essentra, our vision is to become the world's foremost responsible and hassle-free supplier of essential industrial components. With a clear strategy in place and a dedicated team, we consistently strive to embody this vision in our daily business practices. Leveraging our diverse yet complementary product portfolio and the ability to operate across various end markets and geographies, Essentra has a distinct advantage. This has allowed us to establish a robust customer proposition, characterized by hassle free service, dependable delivery, and an extensive array of essential components readily available from stock.

What recent strategic initiatives have you implemented as the Commercial Director to enhance operations and reach new audiences in the market?

Over the past two years, we've focused on refining operations in established markets while also making strategic entries into new markets within ASEAN, including Vietnam and Indonesia. Our primary objective is to bolster our presence in markets showing substantial growth potential, such as Vietnam, Indonesia, and India. With manufacturers increasingly diversifying their operations across different regions to mitigate reliance on any single area, they seek supply partners capable of adapting and expanding alongside them while maintaining the same level of service they're accustomed to.

Our plans entail a combination of organic and inorganic growth strategies. This includes augmenting Essentra's customer support resources in key market areas and leveraging distribution channel partners. Historically, and as part of our ongoing global expansion strategy, Essentra aims to broaden its product range and operational footprint through value-enhancing acquisitions that complement our existing offerings and uphold our commitment to providing hassle-free service to our customers.

Could you provide insights into Essentra's sustainable practices within its operations and its vision for a sustainable future?

Essentra has recently surpassed its 2025 Scope 1 and 2 emissions targets, prompting a reevaluation of its sustainability strategy to prioritize aiding customers in achieving their own sustainability objectives. For the first time, Essentra is establishing Scope 3 emissions targets, which will adhere to the Science Based Targets initiative (SBTi) and undergo independent assessment. These targets will align with both Essentra's own ESG goals and those of its clientele.

Furthermore, Essentra is actively increasing the utilization of recycled plastics across its polyethylene (LDPE) product lines, ensuring that LDPE products contain a standard 50 percent recycled content. To mitigate its carbon footprint, the company has invested significantly in new electric injection moulding machinery as part of its carbon footprint reduction program. 

Essentra is committed to achieving zero waste to landfill by diverting at least 99 percent of all business waste from traditional landfill methods and opting for more sustainable disposal practices, adhering to the waste hierarchy.

Please share your leadership philosophy. What principles or strategies guide your approach to leading?

I would characterize my leadership style as democratic, emphasizing collaboration and input from my team across different departments and functions. At Essentra, prioritizing employee engagement is paramount, and we continuously assess it through independent, impartial thirdparty evaluations. By involving my team in the strategy formulation process, I aim to foster engagement and spur creativity.

Given the diverse geographical spread and cultural heterogeneity of the region I manage, adaptability is key. Communication norms, attitudes toward time, and work methodologies differ greatly across cultures. As a leader, I recognize the importance of tailoring my management style to suit these varied cultural contexts.

Where do you see yourself heading in the future?

My plan is to remain in Asia for the foreseeable future. Asia has offered me abundant opportunities, both personally and professionally. I believe that the potential for growth in Southeast Asia in the coming decades is vast.

Maynard Mckeagan, Commercial Director, APJ Essentra 

Maynard is a dynamic and experienced sales leader with twenty years of experience in driving business growth for a global organization in the electronic and electromechanical components industry. He is an accomplished game-changing sales strategist that has generated multi-million-dollar sales revenues. Maynard is known for his entrepreneurial spirit, being hands on, and focused on results. He is able to establish trust and credibility, understands customer needs and operational challenges and articulate solutions benefiting both the customer and the organization.