Retail management advisory · Est. 2015
Twenty-four years building and running retail across Asia Pacific. I know what makes retail work. Let’s put that experience to work for you.
+6011 2311 3926
Jayden@fundamentalasia.com
The case, in one line
From opening Cotton On’s first stores in Singapore to building the Philippines’ first true outlet mall, we’ve done this before. Now we’ll do it for your business, whatever its size, scale or structure.
Advisory
When you need senior retail thinking but not a full-time hire, Jayden steps in. He sets the structure, fixes the processes and coaches the people who will run it after he leaves.
Twelve years running stores taught us that most problems can be fixed on the floor. We find what is holding performance back and fix it with your team.
Every engagement starts with an honest look at where you stand and ends with a plan people can act on. Brand and marketing strategy live here too.
From the first segmentation map to opening day. We find the brands, negotiate the deals and set up the systems that keep rent coming in.
One accountable lead, a bench when you need it. You deal with Jayden directly. When the job is bigger, he assembles and manages the specialists and stays accountable for all of it.
How we work
A clear-eyed look at where you stand: the numbers, the floor, the team and the market.
A roadmap tied to your commercial goals, honest about budget and time.
We stay in the room, alongside your team, until the results are real.
Featured project · Acienda Designer Outlet
Lead retail consultant to Cathay Land from November 2015 to the end of 2021: design oversight, tenant mix and leasing, recruitment, and the grand opening.
Clients
Developers, landlords and brands across the region.
Roles and projects
| Years | Company | Role | Where |
|---|---|---|---|
| 2020–today | Selangor Properties | Marketing lead and advisor | Malaysia |
| 2015–today | Freeport Retail UK | Leasing and business development partner, Southeast Asia | Region-wide |
| 2015–2021 | Acienda Designer Outlet | Lead retail consultant | Philippines |
| 2009–2014 | adidas Group | Retail Operations, then Head of Retail | Singapore, Philippines, Malaysia |
| 2002–2009 | Cotton On Group | Store roles to regional recovery lead; opened the first Southeast Asia stores | Brisbane, Canberra, Singapore |
The Studio years · Brand, content and events
▶ Watch on YouTube
▶ Watch on YouTubeFor years our studio team made social content, campaigns and events for developers, restaurants and global brands. It taught us what makes people stop, look and walk in. That instinct now sits inside every strategy we write.
On stage
How F&B brands build repeat customers. F&B Networking, Batu Caves.
Wix eCommerce, Kuala Lumpur.
Interview with Jennifer Ong Hapa.
Agenda Lokalism terKonference, Penang.
CEDAR “Let’s Talk”, Kuala Lumpur.
TGV Cinemas team, with Shaun Singh.
The person you’ll deal with
Jayden has worked in retail since 2002, from the Cotton On shop floor in Brisbane to Head of Retail for adidas in Malaysia. Since 2015 he has advised developers, landlords and brands across the region.
One accountable lead, with a bench of specialists when the job needs it.
Jayden’s story
2002–2006 · Brisbane · Canberra
Jayden started on the Cotton On shop floor in Brisbane in 2002. After rejoining in 2005 he was given a role created for him: turning around underperforming stores across Queensland. Once every store there was hitting target, he took a regional role in Canberra.
2007 · Singapore
The group sent him to Singapore to open its first Southeast Asian stores. He ran HR, operations, leasing, logistics and day-to-day management on the ground, reporting to the leadership team in Australia.
2009–2014 · Singapore · Manila · Kuala Lumpur
He joined adidas in Singapore in retail operations, then moved to Manila in 2010 as Head of Retail for adidas Philippines, restructuring retail with finance and HR to cut losses and grow profit. In 2012 he moved to Kuala Lumpur as Senior Manager, Head of Retail, running five retail departments plus retail marketing.
2014 · Manila
Jayden left adidas to start Heavy Boogie Inc., a marketing and events company in the Philippines, with clients including Under Armour, Red Bull and Pernod Ricard.
2015 · Kuala Lumpur
Back in Malaysia, he founded Fundamental Consultancy to run retail operations and training for brands. Early clients included Superdry, TGV, Under Armour, LOKA, Koosh Boo Kids and SEEK.
2015–2021 · Philippines
Freeport Retail UK appointed Fundamental as its Southeast Asia partner. Six years as lead consultant took Acienda Designer Outlet from an empty site to the Philippines’ first true outlet mall, opened on 26 October 2018.
The studio years · Malaysia · Singapore · Ottawa
Alongside the advisory work, a studio of videographers, photographers, designers and content managers made campaigns and events for Gamuda, IKEA, Pernod Ricard, Selangor Properties and more.
2020–today · Kuala Lumpur
Selangor Properties brought Jayden in to lead marketing across The Stories of Taman Tunku, The Five, AIRA Residence and Menara Milenium. They are still a client today.
On air, on stage · Podcasts · panels · training
Host of Boleh! the podcast, a regular panellist in retail and marketing events and workshops, a trainer and coach for teams from TGV Cinemas to Superdry, and placemaking project management for MRT Corp.
Today · Retail management advisory
Management consulting, operations, strategy and leasing for developers, landlords and brands. You deal with Jayden directly; when the job is bigger, he brings in the specialists and stays accountable for all of it.
Let’s talk →Let’s talk
Tell me what you’re working on. Every enquiry comes straight to me.
