Shirley Poh

With over 15 years of experience in the beauty and wellness industry, I have developed a strong track record in strengthening teams, building sustainable business models, and driving organizations to the next level of growth.

Throughout my career, I have held senior leadership roles where I was responsible for business strategy, operations, people development, and revenue performance. I am particularly passionate about developing high-performing teams through structured training, clear KPIs, and strong leadership culture. I believe that empowered and well-aligned teams are the foundation of any successful beauty business.

In addition to people management, I bring hands-on experience in business development, including improving customer conversion, increasing treatment and retail attachment, optimizing operational costs, and enhancing customer experience. I am comfortable working closely with owners and directors to translate vision into execution, while ensuring daily operations remain efficient and profitable.

I am now seeking an opportunity as a General Manager where I can leverage my industry knowledge, leadership experience, and commercial mindset to strengthen the organization, build long-term value, and lead the business into its next phase of growth.

2018-04 - Current

General Manager

Spa Esprit Group Pte Ltd, Singapore

• Lead the operations of Strip, Browhaus, and Spa Esprit, overseeing both retail and backend support with a team of over 400 staff members.
• Accountable for managing the company’s P&L, including both local operations and international markets.
• Develop and implement strategic plans for career advancement and staff retention, ensuring long-term team growth and satisfaction.
• Review and improve organizational development to align with business objectives and operational efficiency.
• Launch and manage internal campaigns, collaborating with various departments to optimize sales opportunities and streamline implementation.
• Drive consistency in customer service through targeted surveys and project initiatives.
• Monitor financial performance, set budgets, and control expenses to ensure financial stability and foster long-term organizational growth.

Diploma in Business Administration and Marketing: Distinction

Technology Marketing Centre (TMC) - Singapore

O- Level

Bedok North Secondary School - Singapore