Shieldbase AI

Shieldbase is an enterprise AI operating system. Plug-and-play AI models with company data to automate knowledge and workflows.

→ Top 5 in AI vertical and top 10 winners of the Selangor Accelerator Programme (SAP 2024)

Co-Founder & COO

Indelible Ventures

Indelible Ventures invests in seed-stage tech-enabled B2B startups in Southeast Asia.

→ Supporting portfolio companies to unlock market fit.
→ Sourcing LP prospects to invest in the VC fund.

Venture Partner

→ Sourced and screened deal flow.
→ Supported portfolio companies to unlock market fit.
→ Developed VC resources.

Venture Resident

Caremeals Malaysia

Advisor

Mida.so

Elemental Medicine

Invested in a blood analytics software and functional medicine practice.

Investor

Business Innovation Design

Business Innovation Design is an innovation company. We create methods and tools that change the way organizations innovate from 0 to 1 and grow from 1 to n.

→ Worked with 100+ organizations globally and yielded $###M in enterprise value.
→ Equipped 1,000+ individuals with critical capabilities for them to be ready for the new ways of working.
→ Co-created with domain experts and teams to build and scale the next big thing.

Founder

CADS AI

Led human capital to drive and sustain business transformation internally and externally through skills intelligence.

→ Championed the implementation of skills transformation for enterprise customers.
→ Drove skills transformation to transition CADS and customers into skills-based organizations.
→ Developed and executed talent strategy to continuously attract and retain talents.
→ Designed employee experience journey to attract, retain and grow talents.
→ Implemented HR analytics to gain data insights and make data-informed decisions on human capital.

Chief Talent & Transformation Officer

Championed innovation company-wide across products, teams, and processes to turn CADS into one of the most innovative companies in Southeast Asia.

→ Built skills intelligence platform in a new category from 0→1.
→ Led design and product teams to build innovative analytics and AI products.
→ Created go-to-market motion to scale growth.
→ Drove innovation initiatives to boost competitiveness.
→ Developed AI first operations with process automation.

Chief Innovation Officer

Transitioned the marketing team to operate as product marketing function as part of change management towards a SaaS business model.

→ Re-positioned CADS in a new category with new messaging.
→ Deployed go-to-market strategy to create demand.
→ Optimized marketing operations.

Chief Marketing Officer

Started the design and innovation department which eventually led to the creation of the innovation office.

→ Drove product innovation and special projects.
→ Led product teams to build and launch 2 digital products.
→ Managed change transition from a B2B service provider to become a SaaS company.

Head of Design & Innovation

Drove product and business innovation, strategy and execution.

→ Spearheaded execution of business innovation initiatives and special projects across functions.
→ Developed intellectual property strategy.

Business Innovation Strategist

Millfill

Bootstrapped and built a D2C health food startup producing drinkable superfood.

→ Served 4,000+ meals to consumers in Malaysia and Indonesia.
→ Read post-mortem: https://lnkd.in/gczKAyC7

Co-Founder

frog Italy

Represented a global design firm in Southeast Asia end-to-end from pre-sales, delivery and relationship-building - while championing the use of Business Innovation Design in all client projects.

→ Led strategy and execution of digital transformation and smart city projects.
→ Developed innovation capabilities for enterprise teams.

Key clients: De'Longhi Group, Iskandar Investment, KLCC Group, Petronas, Telekom Malaysia.

Business & Service Design Lead

Keen Bull

Part of the research team to execute research activities in order to identify innovation opportunities for wheelchair users. This research project was commissioned under European Union research and innovation funding program “Horizon 2020”.

Partner

Passionate in building innovative companies from 0 to 1. Currently building an enterprise AI OS at Shieldbase.

Jeffrey Tjendra

PwC Canada

Cross-functional leader with a focus on delivery experience for enterprise-wide technology. Member of PwC's Products & Technology Leadership Team. 

• Leading delivery across the full enterprise digital product portfolio and core IT services in partnership with functional leaders of relationship management, strategy & architecture, product management & experience design, development, and technology operations.
• Responsible for tech-enabled and tech-led solutions delivery across the firm
• Overseeing delivery on business critical platforms, AI-driven products, and IT services

Director of Enterprise Technology Delivery (Cross-functional Leader)

Functional leader. Member of PwC's Products & Technology Leadership Team. 

Transformed the core product function and scaled up experience design in addition to building two new functions to serve the PwC enterprise and our clients in market. 

• Rebuilder and leader of the product management function 
• Scaled the Experience Design practice into a firmwide capability and into a Center of Excellence
• Operator of four functions concurrently: product management, product delivery, experience design, and client success. 
• Enterprise experimenter of alternative delivery models for technology service delivery 
• Accountable for over 30 product, design, and delivery professionals

Director of Products and Experiences (Functional Leader)

Director of Product Management and Design (Co-leader)

Pod leader for the largest portfolio of custom built, revenue generating B2B financial technology products for PwC in market. Led a team of 5 product managers and influenced the structure of the design function.

• Co-led the evolution of the product management function and rebuilt the UX design function
• Implemented best practices in digital product delivery and introduced new ways of working to PwC
• Drove collaboration between business units, architecture, design, development, marketing, and compliance
• Coached Product Associates and Product Managers on stakeholder management, negotiation, influence, and on product delivery practices

Senior Manager of Product Management

Engagement leader, people manager, and owner of client transformation projects

• Won and led multi-million dollar experience consulting engagements (CX/EX/UX) across industries
• Advised private sector and public sector executives on digital transformation governance, business model design, implementation, change and adoption
• Implemented a few innovative "firsts" within the Canadian retail and aviation industries 
• Managed cross-functional teams in agile and waterfall delivery environments

Industries served: Luxury Hospitality, Commodities Trading, Business Banking, Federal Government, Aviation (Leisure & Business Travel), Retail (Wholesale Recreation)

Manager (Consulting) – Experience Consulting

Individual contributor -> Engagement management 

• Transitioned from individual contributor to leading client engagements as an experienced hire
• Designed and delivered service blueprints and operating models to enable enterprise digital transformation 
• Developed custom frameworks for digital transformation and democratized innovation

Industries served: Federal Government, Retail, Provincial Policing, Manufacturing

Senior Associate (Consulting) - Experience Consulting

Ask Y.

Established my own consulting practice to advise small and mid-sized enterprises on defining differentiated product and service experiences supported by roadmaps for execution.

Strategic Advisor

Format

Identified, built, and operated a new product within the Format ecosystem which was used in 38 countries and increased LTV of core users. Responsible for the entire MVP product management lifecycle from strategy to execution. This involved flexing into different roles to do customer and market research, pricing, partnerships, marketing, development management, and customer support.

Product Manager

TAXI 2

Specialized in building and managing digital platforms, delivering digital brand experiences, leading a group of account managers, and operating the client advertising account budget of $M in fees, and influencing $$M in media spend. Participated in business development activities which resulted in 12% organic sales growth YoY. Led Koodo Mobile and Capital One Canada.

Digital Account Director

Digital Account Manager

The Hive

Produced social media campaigns, apps, and branded content for Cadbury, Coca Cola, and Jack Daniel’s. Hired by the VP of Emerging Platforms to establish the agency’s first digital production department during which I helped create new production processes, recruited and managed technical talent (front and back-end developers, information architects, designers), and supported business development.

Digital Producer

Compass360 Branding Communications

The cornerstone of my career where my creativity and business acumen fused. I designed, filmed, photographed, and responded to RFPs in equal measure. Aside from producing award-winning creative work, my greatest accomplishment was identifying an overseas revenue growth opportunity for Compass360 in Dubai and negotiating the joint business relationship with JWT.

Brand Designer

Dezine Concepts

I offered visual design services including branding, user interface design, photography, and videography services to small businesses. On bigger projects, I sourced talent from my network and assembled small teams of designers, photographers, videographers, production assistants, and web developers.

Business Owner and Operator

Saatchi & Saatchi

As the youngest intern hired for the summer, I redesigned the Saatchi.ca website from the side of my desk because I felt it needed a facelift. They used my site design for nearly three years.

Designer

My professional journey has been both dynamic and rewarding, spanning from brand designer at a boutique corporate branding studio to management consultant at PwC (there were a few career stops along the way!).

You might be wondering, how did I start in visual design and evolve into leading digital transformations for enterprises in Canada? The answer lies in my relentless curiosity, entrepreneurial spirit, and the invaluable mentorship that shaped my trajectory. Lived experience has sharpened my ability to combine creativity with strategic execution, equipping me with a unique skill set that’s both broad and deep.

Today, I have the privilege of serving on PwC’s Products & Technology leadership team and influencing our delivery capabilities. In this capacity, I lead cross functional teams that work together to reimagine and elevate customer and employee experiences enabled by technology-driven solutions. My role involves not just envisioning the future but operationalizing it—delivering digital solutions that align with business objectives, drive growth, and enhance operational efficiency across complex organizations.

In an increasingly digital world, I’m committed to fostering an environment where innovation meets pragmatism. By breaking down silos, integrating diverse technologies, and realigning incentives, I ensure that the solutions we deliver aren’t just innovative—they’re impactful, sustainable, aligned with the strategic goals of an organization, and are delightful to end-users. It’s a wonderful intersection of business strategy, creativity, and technology, where I thrive in steering organizations toward long-term success.

taplio

The Battle

Jeffrey Tjendra

Yousuf Afridi

Followers

Posts

Engagements

Likes

Ready to grow your LinkedIn presence?