Ivan How

Commercial Excellence and Analytics Director with 10+ years designing and scaling revenue operating models across APAC for multinational and regional organisations. Proven track record leading go-to-market strategy, territory deployment, incentive governance, CRM transformation, and sales force effectiveness (SFE) programs across 8+ markets and 1,000+ field headcount. Actuarial background (MSc, Bayes Business School) provides a distinctive quantitative edge in building data-driven commercial infrastructure.

Trusted advisor to VP and C-suite stakeholders on commercial performance optimisation and digital enablement.

Director, Business Analytics at LNS Insights Pte Ltd (2018-01 – Present)

Boutique APAC commercial analytics and go-to-market consultancy serving multinational clients across healthcare, life sciences, and regulated B2B sectors. Lead regional commercial excellence advisory and analytics transformation engagements across multi-market South East Asia (SEA) and broader Asia environments, serving 15+ MNC clients across pharma, MedTech, and life sciences sectors.

• Designed structured segmentation and targeting frameworks across 8 APAC markets, improving territory equity and resource allocation efficiency by an estimated 30–35%.
• Developed and governed incentive compensation models for 500+ field representatives across APAC, reducing plan disputes by ~40% and improving sales focus and efficiency.
• Led deployment modelling engagements covering 1,000+ field headcount across 12+ Asia Pacific markets, directly supporting market expansion and field force right-sizing initiatives.
• Directed CRM transformation and adoption programs, lifting utilisation rates from 50% to 85%+ across client field forces and establishing data quality governance standards.
• Modernised analytics workflows through automation (Excel VBA, SQL, Power Query), reducing reporting turnaround from 3–5 days to same-day delivery; a 50%+ improvement in cycle time.
• Established data stewardship frameworks and KPI reporting standards strengthening governance alignment across regional and local commercial teams.
• Advised VP and C-suite stakeholders at 6+ MNC clients on commercial performance roadmaps, operating model design, and digital enablement strategies.
• Led cross-functional project delivery as de facto Project Manager, coordinating 3–5 specialist consultants per engagement alongside client stakeholders across concurrent multi-market engagements.

Analyst, Strategic & Commercial Operations at Pfizer Malaysia (2015-01 – 2018-12)

Oversaw end-to-end commercial operations covering deployment strategy, incentive governance, and performance infrastructure for Pfizer Malaysia's national field force.

• Directed annual territory alignment and workforce optimisation cycles for 150+ field representatives in Malaysia, ensuring equitable coverage and business continuity
• Re-engineered incentive calculation framework, reducing calculation errors by 90% and processing time from 2 weeks to under 3 days; enabling faster, auditable payouts.
• Led national field productivity programme that strengthened execution discipline; contributed to the strongest year-on-year sales growth of 30% during tenure.
• Built executive reporting dashboards consolidating 8+ data sources, materially improving decision clarity for both local and regional leadership.
• Served as national Data Steward, reinforcing data integrity across CRM systems and ensuring compliance with Pfizer's global governance standards.
• Partnered with Finance, HR, and Sales leadership as the primary commercial excellence subject matter expert, representing operations on cross-functional planning cycles.

MSc in Actuarial Management – Bayes Business School, City University of London (2013-04 – 2014-10)

BSc (Hons) in Actuarial Science – University of Kent (2009-09 – 2012-07)