Back

About

Portrait of Ada Foo

Raised in Shanghai, studied in Singapore, worked in Hong Kong and Hangzhou, grew at Swire, now building independently.

I move between strategy and execution without losing the thread by thinking in systems, connecting the dots between functions, and using data to make better calls.

I'm bilingual and I've lived and worked across different cultures. That means I read context, empathize with different perspectives, and help people with different assumptions find common ground.

I'm a generalist by training and by instinct. I've worked as a manager, strategist, designer, and builder; sometimes all on the same project. All real problems are multi-dimensional and cross-disciplinary.

I do my best work in ambiguous, matrixed environments: learning fast, acting precisely, reflecting constantly. When there's no obvious playbook, I help teams create one and build something sustainable and scalable.

Timeline

  1. 2018

    Yale-NUS College

    Pioneered a cross-disciplinary storytelling platform ( Outstanding Student Organisation). Designed behavioral interventions for 4,300 households with SG Land Transport Authority.

    Full Merit ScholarshipBA Psychology (Hons)
  2. 2022

    Swire Management Programme

    Selected from 4,000+ applicants into one of the most competitive management programmes. Rotated across 4 roles and worked directly with senior executives.

  3. 2023

    Loyalty & Lifestyle

    Worked with the CEO of Asia Miles to shift loyalty strategy from transactional earn-and-burn to lifetime value. Launched Cathay's first co-branded Whisky that were sold out in 3 days.

  4. 2024

    Customer Experience Design

    Led Cathay's phygital travel ecosystem strategy. Coordinated 25+ stakeholders across 5 business units including solution architects, designers, and operation teams. Secured C-suite investment.

  5. 2025

    Area Manager

    Owned P&L across 28 weekly flights and led a 28-person team in Hangzhou. Led government and commercial partner engagement. Delivered a 180-person conference 15% under budget.

  6. 2026

    Founded Lexie AI

    AI-native legal productivity platform. 5-figure ARR, zero paid acquisition. CSA cybersecurity certified. Live on Microsoft AppSource. Google and EnterpriseSG backed.

  7. 2026

    Consultant & AI Workflow Builder

    Working with a major academic institution on programme revamp and AI-assisted workflows as a freelancer.
    Open to collaboration and work

Work Principles

Ownership

I plan well, act fast, and follow through. I value accountability and proactivity.

Customer-centricity

The best solutions are ones that users actually need and that work for the business.

Effective Communication

I take hard conversations seriously and believe in deliberate over-communication.

Continuous Learning

I'd rather be corrected than comfortable. I believe there's something to learn from everything.