Anthony J James

Trinity Consulting Services

If you’re ready to commercialise your idea to a global audience, to supercharge your digital transformation or to find growth in new markets then we can help!

Chairperson of the Board

Working closely with clients to help them drive their growth strategy, digital transformation and generate new innovative ideas for global markets.

Group CEO Innovation & Growth

Trinity Consulting Services [TCS] is a highly networked marketing strategy, innovation and business transformation agency, that works with brands who have a desire to increase their revenues and market share in some of the largest B2B and B2C markets in APAC (Asia Pacific) and EMEA (Europe, Middle East and Africa). 

I specifically help organisations generate additional revenues in these markets with creative, innovative and digital solutions - from up-front strategy to full tactical and practical implementation and roll-out planning.

Leveraging my substantial APAC network and with a deep understanding of cultural differences and in-market influences across the target regions and countries, Trinity Consulting gives its partners the jump-start in digital and innovation that they often lack in penetrating new markets and delivering real, profitable solutions.

TCS blends the creative and the strategic, within a highly flexible and dynamic framework. Assisting organisations to solve complex business problems and issues with the application of technology. Assisting in the packaging, presenting and pitching of solutions to potential markets, emerging markets and numerous industry verticals.

We have assisted organisations and provided measurable and profitable solutions to: Advertising, Business Travel & Leisure, Consumer Brands, Consumer Marketing, Digital / Online / Social Media, Entertainment, Fast Moving Consumer Goods (FMCG), Financial Services & FINTECH, Franchising, Health & Wellbeing, Information Technology, Media & Publishing, Promotions, Merchandising, Retail, Sports & Sponsorship, Quick Service Restaurants (QSR)

Recent clients include: The Australia Government, Digital Transformation Agency, Nokia, News Corp Australia

Executive Director - Marketing, Innovation and Growth

B2Bx

Chief Growth Officer & CEO

InfluencerActive is an influencer marketing platform that directly connects small and medium-sized brands and businesses with curated and vetted influencers to create a seamless marketplace for both buyer and influencer to engage. Influencers in the InfluencerActive network have built significant followings over traditional business channels. Their trusted voices are valued in both the B2C and B2B contexts.
 
In engaging with influencers through InfluencerActive, business owners can cut through the channel noise and marketing challenges of a fragmented media world. With Influencer Active, engagement is direct between business and influencer.

Executive Director & Investor

DDB Group Asia Pacific

As Chief Innovation Officer, Asia Pacific, I was tasked with taking head on, the challenge to: 

•  provide focus to DDB Group’s innovative business and marketing growth solutions
•  commercialise new and existing digital and tech solutions to generate growth for agency clients
•  engage creativity and innovation for drive long-term business growth for agency and clients
•  apply creative thinking across business processes to deliver a competitive advantage and new revenue streams
•  to connect the best minds within the agency in order to look at business problems from a different perspective

AJ spearheaded the commercial success of innovative digital solutions for DDB's clients – from mobile apps to web-ordering systems to e-stores and interactive retail assets – as well as enhancing client revenue streams and customer engagement to 'hack' into creative business growth opportunities.

Chief Innovation & Growth Officer

Sample Central

Sample Central is a unique retail / consumer product / insights / experience that places a focus on consumers, allowing them to try, touch, feel and experience products, and brand innovations before buying the products. As the pioneer of 'tryvertising' or try-before-you-buy, Sample Central ignites the conversation and interaction between brands and consumers, consumer who are willing to provide their insights about products or services they have chosen to explore or shown and interest in.

Having created the global go-to-market strategy, AJ was the driving-force behind launching the concept to the market, taking an active, hands-on approach selling the concept into brands and growing the business worldwide via a franchise framework.

KEY ACHIEVEMENTS:
•  Took the business global via a franchise model (custom built for the concept)
•  Negotiated franchise agreements in over 20 countries in less than 5 years
•  Established global and franchise level operational plans and budgets
•  Coach, motivate and support new franchisees and business owners
•  Play and active and key role selling the concept to brands globally
•  Establish clear success metrics, systems and reporting arrangements
•  Changed the FMCG landscape with a model that truly influences consumers purchasing decisions
•  Built a robust, centralized, big-data engine, SaaS information management and software platform operating in over 10 languages supporting franchise partners and consumers worldwide

Group CEO Marketing and Innovation

Creata

Creata is one of the largest marketing and sales promotions agencies in the world, serving some of the largest corporations including McDonald's, Kellogg's, Coca Cola, Nestle, & others since 1973.

AJ took a key leadership role during his time at Creata & was part for the global management team. Working across 15 offices in 11 countries on 5 continents. And was responsible for the design & production of over 1.3 billion happy meal toys.

MAIN RESPONSIBILITIES:
• Setting creative direction and strategy for the agency globally
• Focus the agency on innovation and idea generation built upon creative marketing & promotion strategies
• Transitioned from a premiums manufacturer to a full-service creative & digital agency
• Accelerate the pace of Creata’s ability to deliver a full spectrum of below-the-line marketing services
• Leadership role in all major account pitches globally & was the driving force of the Company’s sales / marketing efforts

KEY ACHIEVEMENTS: 
• Built and launched Creata Digital
• Positioned Creata to be invited to pitch for global technology pitches with several of the Company’s global brand clients
• Secured Creata's first large scale digital project with McDonald's against the incumbent digital agencies
• Extend the HappyMeal.com franchise into Asia Pacific - Digital contract extended despite intense lobbying by rival agencies
• Personally managed the relationship and negotiated the deals across North America, Europe & Asia
• Restructured Creata's Creative division from a "Support Function" to a "Business Unit", having full P&L accountability
• Established the relationship & negotiated the contract between Creata & China Central Television (CCTV) to secure the exclusive licensing rights to China's oldest & most recognised cartoon property. Drove the establishment of a separate business entity in the Chinese Free Trade Zone

Executive Vice-President Global Sales & Marketing

Fujitsu Consulting - Management Consulting / Digital Solutions

Fujitsu Consulting is one of the worlds top-tier global IT services organizations. With a focus on boosting efficiencies, cutting IT operational costs and create a sustainable competitive advantage with the client-focused IT consulting and integration services.

As Vice President of Marketing I was responsible for ensuring that clients business objectives were integrally linked to delivering true business value and the offerings of Fujitsu Consulting.

• Directed the strategy, planning and implementation of all Fujitsu Consulting Asia Pacific internal and external corporate marketing activities supporting the business goals toward growth and profitability
• Focus on solutions marketing
• Ensured a consistent brand and message to the marketplace, making sure corporate style and standards were followed across all initiatives
• Key executive on the Global Brand Program Team

• As Director of eBusiness Solutions, Asia Pacific, provided focus, direction and leadership to position Fujitsu as the partner of choice for eBusiness solutions
• Developed eBusiness solution offerings and the alignment to delivery capabilities

Vice-President Marketing & Digital, Asia Pacific

ZIVO Pty Limited - Digital / Web Solutions

• All sales and marketing of Internet Solutions
• Cross-industry focus, managing a team of Business Development Managers across Australia and New Zealand
• Developed a ZIVO-wide business development and acquisition strategy
• Negotiation of all intellectual property and professional services contracts
• Lead engagement management for ZIVO clients including personal management of key accounts
• Major influencer of the ZIVO marketing and branding strategies

Director, Sales, Marketing & Communications, Asia Pacific

IBM Global Services

• One of the key executives responsible for building and launching the IBM e-business Solutions team globally
• Focused on a wide range of industry sectors, specialising in the banking & finance, entertainment, media, sports, travel, transport and tourism sectors across Asia Pacific
• Lead the Asia Pacific sales team to ensure new business sign-off with clients
• Played a leadership role in the relationship build, management and engagement of IBM e-business clients
• Defined strategies for the marketing and sales of e-business and Interactive Media Design Studio services, including: internet/Intranet Solutions, CD-ROM, Kiosk, Electronic-commerce solutions, content creation cybercasting, digital design and print

Managing Consultant - eBusiness, Global

Computer Sciences Corporation (CSC)

• Established the MultiMedia Laboratory at CSC in Sydney and grew this to a global capability (and team of 350 people)
• Project managed a variety of multimedia and Internet application design and development and implementation projects
• Built processes for sales and client engagement
• Full responsibility for major projects being delivered on time and within budget
• Ensured all projects met quality assurance standards of CSC
• Held the position of Worldwide Chair of the CSC Special Interest Group for MultiMedia and Interactive Technologies for 4 years, and through this time spent the majority of time in the United States speaking on the International Speakers Circuit

Internet Sales & Marketing Manager

Interactive Designer and Programmer

As the CEO and Chairperson of Trinity Consulting Services, I lead a team of experts who help businesses grow and innovate in the digital age. With over 20 years of experience in marketing, sales, and growth, I have a proven track record of delivering results for clients across various industries.

My passion is to empower entrepreneurs and business leaders to achieve their goals by providing them with strategic guidance, innovative solutions, and market insights. I am also a certified member of APEC and have completed courses on compassionate leadership and blitzscaling from LinkedIn. My mission is to create value for my clients and contribute to the growth and development of the global economy.

MY new article is live... "From Noise to Noticed - How Distinctive Brands Cut Through in 2025"
Most brands are louder than ever. Very few are unmistakable. The fix is not more media. It is focus!

Read it and tell me the one asset you will double down on for the next 90 days. https://lnkd.in/dGKGcwyu

Group CEO Innovation & Growth @ Trinity Consulting Services | Driving Growth Strategy

Most brands are louder than ever. Very few are unmistakable. If your work looks and sounds like everyone else in the feed, it is invisible. Not bad. N

Open article: From Noise to Noticed - How Distinctive Brands Cut Through by Anthony J James • 4 min read

From Noise to Noticed - How Distinctive Brands Cut Through

Sauveur Technical Consultancy

Founder

Port of Tanjung Pelepas

Overseeing the repair and maintenance of 172 Rubber Tire Gantry(RTG) cranes and leading a team of 48 great technical personnel ranging from senior engineers to technicians. Implemented the management and enforcement of HSE compliance to drive and coach correct behaviours, promoting the reporting, ownership at the right level, and successful resolution of effective countermeasures. Support compliance with site-based systems and processes to highlight, identify and correct audit observations and increase compliance - owning and completing incident inquiries. Involved in the implementation of Reliability project consisting of lubrication management and oil analysis program. Involved process improvement program, introduced process verification and new process creation to improve maintenance execution with budget Management (planning, monitoring, and control of headcount, capital expenditures, and other Engineering expenses). Involved in safety improvement program implementation and involve in managing project-related Port Terminal Equipment purchase and delivery and also developing and implementing selected process measurement (KPI) to monitor performance and system effectiveness. 

Achievement Details:- 
Cost management: 
a)Cost saving of approximately RM10 million year to date is achieved via inventory reduction by consuming non-moving parts and removal of 
obsolete parts. 
b)Take cost out by performing in-housing of work with RM500,000 in value.
c)Budget: 100% of budget consumed as per the KPI.
Maintenance and reliability program: 
d)Completed the implementation of upgraded preventive maintenance 
program resulting in breakdown frequency reduction of 20% for first 
1 year.
e)Implementation of condition-based maintenance-oil analysis and lubrication plan.  
f)Corrective maintenance reduction from 80% to 60%. 
g)Technical Availability improvement up from 70% to 80%.

Project Manager

Leading Core team for maintenance excellence.
Developing and inducing Reliability Centered Maintenance for maintenance activity specifically for the improvement of Cost, Process, and Quality
Leading Reliability Team on cost-saving project and breakdown reduction studies and reliability improvement.

Maintenance Manager

Showa Denko Sdn Bhd

Lead a team of 60 great people and managed daily operations, including employee performance, preventive and corrective and safety program management. Monitored priorities and liaised between maintenance team and management, delegating tasks to complete on time. Managed stock item optimization within ideal parameters for expected needs using SAP and evaluated results to determine quality levels and isolate root causes of any identified faults. Implemented Reliability Centered Maintenance, focusing on condition-based monitoring activity, lubrication management, oil analysis, vibration monitoring, thermography, and planned maintenance optimization. Implemented employee incentive programs to identify and recognize top performers. Introduced effective technical training program to achieve high-quality performance. Providing direction for the maintenance and storeroom group assuring that all processes are performed in Standard Operating Procedures (SOPs). 

Achievement Details:- 
Quality Management:
a)Implemented SOPs for all processes as part of the quality management program for ISO9001. 
Budget: 
b)97% of the budget consumed as per the KPI.
c)Managed to bring down spare part value in stock by RM2 million by optimizing preventive maintenance. 
Maintenance and reliability program:
d)Set up the Reliability team, introduced oil analysis, vibration monitoring, and thermography, and bring down machine downtime via condition monitoring to optimize maintenance.
e)Implemented lubrication improvement for high-temperature fan bearing, replacement of lubricant resulting in lower downtime and production rejects.
f)Vibration analysis implementation for 
g)Performed commissioning of equipment in overseas plant in Spain.  
Improvement:
h)Oversee implementation of LEAN 5S and Kai-zens in maintenance. 
i)Audited supplier for ISO 9001 implementation.

SGL Carbon

Lead a team of 42 great people and managed daily operations, including employee performance, preventive and corrective and safety program management. Monitored priorities and liaised between maintenance team and management, delegating tasks to complete on time. Managed stock item optimization within ideal parameters for expected needs using SAP and evaluated results to determine quality levels and isolate root causes of any identified faults. Implemented Reliability Centered Maintenance, focusing on condition-based monitoring activity, lubrication management, oil analysis, vibration monitoring, thermography, and planned maintenance optimization. Implemented employee incentive programs to identify and recognize top performer. Introduced effective technical training program to achieve high quality performance. Providing direction for the maintenance and storeroom group assuring that all processes are performed in Standard Operating Procedures (SOPs). 

Achievement Details:- 
Quality Management:
a)Implemented SOPs for all processes as part of the quality management program for ISO9001. 
Budget: 
b)97% of the budget consumed as per the KPI.
c)Managed to bring down spare part value in stock by RM2 million by optimizing preventive maintenance. 
Maintenance and reliability program:
d)Set up the Reliability team, introduced oil analysis, vibration monitoring, and thermography, and bring down machine downtime via condition monitoring to optimize maintenance.
e)Implemented lubrication improvement for high-temperature fan bearing, replacement of lubricant resulting in lower downtime and production rejects.
f)Vibration analysis implementation for rotating equipment.

Maintenance And Repair Team Manager

ABB Malaysia Sdn Bhd

•	Ensure optimum maintenance and reliability of the entire plant
•	Oversee operations on a day-to-day basis and ensure that work is done safely, on time and within budget, and to the right quality standards.
•	Liaising with clients and reporting progress
•	Supervising contracted staff 
•	Meeting subcontractors 
•	Making safety inspections and site safety 
•	Checking and preparing site reports
•	Maintaining quality control procedures 
•	Motivating the workforce 
•	Problem solving

Site Manager ( Full Service)

ABB MALAYSIA SDN.BHD

Provide technical and reliable service for all industries; port, metal-minerals, oil and gas. Proactively contacting current and potential customers to generate sales and marketing of reliability services and parts. Generate quotes and follow up with customers and outside sales team to ensure quotes successfully transition to orders and manage these orders to ensure the delivery schedule is achieved. Act as key customer contact to provide information to customers on complete sales cycle from quote through delivery and target inactive and competitive accounts for conversion. Develop, sell, and convert accounts to recurring revenue service contracts. Utilize parts replenishment program to obtain business and provide leadership support for Maintenance Conscious Engineering strategies. Offered outsourced reliability support services in many in Malaysia and overseas such Brunei and China. Drive continuous improvement in safety performance, maintenance costs, reliability, and cost of quality goals. Provide technical assistance to maintenance personnel in diagnosing, troubleshooting, determining root causes of failures, and eliminating equipment problems. Periodically evaluate the effectiveness of maintenance programs and modify accordingly to ensure optimum reliability/cost benefits are maintained. Implement engineering requirements to satisfy mechanical integrity and reliability initiatives. Continually evaluated maintenance methodologies, preventative/predictive programs, work practices to improve equipment integrity, reliability, and reduce operational costs. Foster and support positive working relationships at site office levels and regions with internal and external customers.

Senior Reliability Engineer (Technical Services)

ABB MALAYSIA

Assist marketing and sales team building business prospect in Port Industry and assist commissioning manager and project manager in performance evaluation and project team members and in providing inputs for actual, planning, and forecasting progress reports including associated project. Develop and maintain relationships with contractors and field personnel to develop additional businesses for the group. Review vendor and subcontractor document submission, checking for compliance with project specification and providing comments as necessary. Managed escalations from direct reports during the testing and commissioning phase of the project an provided device testing, including writing testing, monitoring progress, and recording defects. Analyzed, troubleshooting software problems, and communicated possible solutions with the development team and specified system components and directed product modifications to comply with engineering design and performance specifications. 

Achievement Details:- 
a)Site Project Execution Leader for refurbishment project in Northport, Malaysia and manage refurbishment of 5 Ship To Shore cranes in Northport (Malaysia) Bhd to ABB Control System and Bromma spreader system. Project value RM13 million within timeline and budget. 
b)Refurbishment of 5 Rubber Tired Gantry cranes in Northport (Malaysia) Bhd. to ABB Control System and Bromma spreader system within timeline and budget. Project value RM 5 million. 
Commissioning of 3 Ship To Shore cranes in Northport and spare parts provision project worth RM2 million.

Engineer (Technical Services)

IMPSA PORT SYSTEM GLOBAL SERVICES

Job Responsibility:-

•	Maintenance and breakdown recovery for port equipment in Port of Singapore 
•	After sales service support for Ship to shore crane in Malaysia 
•	Part of technical team and implementation in IMPSA Crane 
•	Crane Information Management system called CODI (Container Operations Data Interchange). 
•	Implementation in Penang Port, Westport, Northport and PT Jakarta International Container Terminal (JICT)

Service Engineer

Port of Singapore Authority

Provided the support service for port operators such as Northport, Westport and Penang Port. Logged device failures caused by unexpected reactions during testing and coordinated with technical liaisons and construction team members to address technical issues for meeting project requirements. Specified system components and directed product modifications to comply with engineering design and performance specifications. Applied mechanical problem solving skills to develop creative solutions for quality products. Drove reliability and profitability through introduction of reliability centered maintenance system. Troubleshot and diagnosed Ship To Shore equipment issues, quickly made plans for repairs and monitored use to rectify issues.

Achievement Details:-
Completed planned 4 projects from beginning to end, focusing on timeline, budgets and mechanical feasibility.

•	Knowledge gathered:-
•	Troubleshooting of electrical and mechanical systems on container handling cranes equipment such as STS, OHBC, RTG, Prime Movers and Hauliers. 
•	Troubleshooting on various control systems such as
•	PLC-ABB,GEYASKAWA
•	AC and DC Drives-ABB,GE and YASKAWA
•	Hydraulic systems-REXROTH and VICKERS, 
•	Engines-CUMMINS,MITSHUBISHI and TRACTOR

Technical Specialist

With 29 years of experience, rose from the role of Maintenance technician to the Maintenance manager. Covered various industries such container terminal, oil and gas, pulp and paper and manufacturing.
Also experienced in the brown and green fields.
Perform the audit and improvement of maintenance for plant machinery and facility.
Vast work experience in countries such as Singapore, Indonesia, China, and Brunei.

Expertise acquired in:
-Plant maintenance and reliability program
-CMMS implementation
-Maintenance Planning
-Material planning
-CAPEX and OPEX management
-OEE and bottom-line improvement

Specialized in:-
-Asset condition audit for various industries.
-Reliability-centred maintenance consultation.
-Offshore support vessel audit and maintenance recommendations.
-Feasibility studies with outsourcing recommendations.
-Commissioning of various container terminal cranes.

Previous Employer:-
PSA 
IMPSA Port System
ABB
Showa Denko Carbon
Port of Tanjung Pelepas

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