To be honest, I never planned to work on layoffs.
In fact, I always tried to avoid them.

But over the years, I kept getting pulled into the same stressful situations.
Founders & CEOs forced to make hard decisions.
Senior leaders suddenly facing exits they didn’t choose (despite stellar performances).

And both sides carrying more risk than they realised.

I’ve spent 15+ years in recruitment and talent acquisition, working with startups, scale-ups, and leadership teams across growth and contraction.

I’ve seen what happens when exits are rushed, poorly framed, or left unmanaged.

For Founders & CEOs:
->Reputation damage on LinkedIn and Glassdoor.
->Higher risk of lawsuits for wrong practice.
->Loss of trust from the team that stays.
->Hiring becoming slower, harder, and more expensive.

For Senior Talents:
->Financial loss for 6-8 months in average.
->Loss of confidence and career clarity.
->Reactive job searches (100+ applications -> 0 interview).
->Strong careers drifting into compromised next moves (stress, salary, no other choice).

That’s the intersection I work in today.

I support Founders & CEOs through a confidential, outplacement retainer service designed to reduce risk on both sides of the exit.

Instead of leaving HR to manage everything, or asking employees to “figure it out,”
I step in as a neutral, experienced partner.

Advising founders on timing, messaging, and sequencing.
Protecting employer brand and internal morale.
Helping senior talents reposition their CVs, LinkedIn profiles, and job search strategy.
Preparing them to re-enter the market with credibility and momentum.

One approach.
One standard.
One accountable partner.

For Founders & CEOs, this is about leadership, reputation, and future hiring.
For Senior Talents, it’s about dignity, direction, and control over what comes next.

I typically work with:
*Asia-based Founders & CEOs
*Tech / SaaS / Startups (10–200 employees)
*Senior professionals navigating voluntary or involuntary career transitions

This isn’t generic coaching.
It’s structured risk management for moments that define careers and companies.

If you’re a Founder or CEO navigating exits — or a Senior Leader impacted by one —
and want to handle it properly, you know where to find me.

All conversations are confidential.

Frederic Bonifassy

Borouge

Strategic Planning Lead

Career Transition

After 15 years of illustrious experiences in the supply chain domain in varied sectors (technology, energy and shipping), I am navigating a career transition. As I do that, I have also been pursuing various interests on impactful, meaningful and purposeful fronts: 
• Business advisory work for various companies, from corporate advisory to freelance consulting
• Volunteering with venture builders and accelerators alongside mentoring startups on business and Go-To-Market strategies: 
 - GT Wings (providing wind propulsion solutions to decarbonise the commercial shipping industry) 
 - PierSight (leveraging on modern satellite and image technology to provide persistent surveillance for the maritime industry)
• Investing time in community-building networks and projects, e.g. Singapore Leaders Network 
• Upskilling myself on various interest themes and upcoming trends

Independent Consultant

Singapore Leaders Network (SGLN)

Selected as part of the pioneer cohort of 60 Singapore Global Leaders Network Fellows for a 9 month training and development course, with a focus on general management and leadership in a global setting.
Backed by the Economic Development Board, the SGLN is managed by the Human Capital Leadership Institute to help Singaporeans prepare for global corporate leadership roles.

Pioneer Fellow

RightShip

RightShip is an ESG-focused digital maritime platform that strives for zero harm in the industry. By leveraging on data, analytics and technology, RightShip delivers safety and sustainability insights along with solutions to drive a safer and cleaner industry.
• As CCO, I built and led a newly formed Commercial vertical, that comprised of frontline sales, marketing and analytics colleagues globally that worked in cohesion to deliver the best solutions for RightShip's customers, which range from charterers to shipowners and managers.
• My responsibilities included expanding the customer base and accelerating revenue growth while working with existing customers to enrich their experience.
• Progressing communication strategies: enhancing the customer value proposition and driving brand awareness through various initiatives from digital marketing to face-to-face industry events and representation globally.
• Establishing and developing analytics teams that empowered the team to identify value pools, optimise sales efforts, develop value-linked pricing strategies and leverage on data-driven insights as the customer base grew.

Chief Commercial Officer (CCO)

Shell

• Responsible for marketing strategy and execution with the Regional Marine team, which commercialises and supplies fuels, lubricants and services to the marine industry.
• Led the production of a multi-tiered product portfolio to serve different customer segments, and penetrate into new markets. Engaged with channel partners to propel customer engagement and selling in a virtual environment, given pandemic restrictions at that period.

Regional Marketing Manager

• With the Mobility Fleet Solutions business, accountable for pioneering a new digital solution to enhance overall customer experience for road fleet managers. Progressed the implementation of a digital product strategy, by identifying potential Go-To-Market approaches and then launching a pilot program across several pilot customers in the region.
• Led a cross-functional team and pioneered a SAAS solution designed to deliver cost efficiencies for last mile delivery companies. Delivered commercial recommendations on an operating model and optimal solution.

Digital Venture Lead - Last Mile Delivery

• Developed commercial growth opportunities and structured maritime solutions in the Asian region, e.g. LNG as a marine fuel in Singapore.
•  Led regional value enhancement projects in optimising current operations and implementing technology and digitalisation initiatives. As a Continuous Improvement (CI) Lead for the shipping community, brought Kaizen principles to life: coached leaders in the organisation to adopt the CI ways of working and create a more customer focused culture where employees are empowered to deliver value and reduce waste.
•  Structured and articulated a cohesive strategy roadmap, which identified key business priorities in the regional shipping organization.
•  Created talent development programs, and nurtured a diverse marine talent pipeline for onshore and offshore roles.

Business Development Manager

Conducted a supply chain optimization study on the turnaround time of product flows at a key crude oil refinery, and delivered recommendations on improving operational efficiency.

Summer MBA Intern

MCC Transport

•	Responsible for the management of Key Clients in the Food & Beverage and Apparel customer segments of MCC Transport, the Intra-Asia container line arm of the A.P. Moller-Maersk Group. 
•	The Intra-Asia trade is the world's fastest growing trade lane, and MCC Transport's coverage of emerging markets across 14 countries in Asia provides customers with fast transit times and multiple weekly sailings to key Intra-Asian ports.

Assistant General Manager, Regional Key Client Management

Maersk Line

Involved in the management of all transshipment cargo moving via Singapore and Tanjung Pelepas (Malaysia), 2 key hub ports that handle more than 60% of global container volume.

Assistant General Manager, Cargo Execution

Safmarine

•	Responsible for the pricing and coordination of all goods moving from Asia to East Africa, a core trade for the organization, via two direct sailing products calling East African and Horn of African ports.
•	Accountable for managing Profit and Loss statements for the two corridors in this trade, by analyzing the revenue and cost elements involved.

Trade Manager (Asia - East Africa trade)

Managed cargo moving from European and Mediterranean ports into the Far East, by optimizing capacity to obtain maximum yield.

Trade Manager (Europe - Asia trade)

A.P. Moller - Maersk Group

One of 400 trainees selected from 85,000 global applicants for this 2-year management trainee program. The program combined practical and theoretical education by exposing trainees to 3 job rotations throughout its duration as well as multicultural exposure through classroom engagements held every 6 months in Copenhagen.

Maersk International Shipping Education trainee

With over 15 years of commercial and senior leadership experience in maritime tech, supply chain and energy sectors, I am passionate about creating value sustainably through partnerships and innovation. In my previous role as the Chief Commercial Officer at RightShip, an ESG-focused digital maritime platform, I led a global team of commercial colleagues to deliver the best solutions for our customers, which include charterers, shipowners and managers, ports and terminals.
My expertise spans across shipping, maritime tech, SAAS, supply chain, and mobility, while I leverage on a global perspective with my INSEAD MBA and membership with the Institute of Chartered Shipbrokers. I have pioneered commercial and operational opportunities in last mile logistics, steered and developed customer value propositions, and enabled penetration into new markets across the various roles that I have held. I am motivated by opportunities to create impact and growth in the industry, while developing talent around me.

Note: The opinions shared in my posts/comments are solely those of the author and do not reflect the views of any current employer.

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