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

IN.Deed Communications 

As the Co-founder and Communications Director of IN.Deed Communications, I play a pivotal role in shaping and executing our vision. With a focus on non-profit organisations, tech, startup and healthcare sectors, I lead our communication strategies, ensuring that our clients' stories are told with authenticity and impact. From forging connections with media outlets to developing engaging content, my role is to bring our clients into the spotlight.

Co-founder and Communications Director

The Consumer AI Awards

My role revolves around curating strategic collaborations with nominees, winners, judges and sponsors of the Consumer AI Awards.  I am dedicated to enhancing the awards program by engaging with businesses, ensuring a seamless nomination process, and facilitating valuable interactions that contribute to the growth and recognition of outstanding achievements in the field of consumer AI technology.

Co-founder & Business Collaborations Curator

Carousell Group

Served as the Head of Communications and CSR Partnerships at Carousell, I have the front-row seat of working in one of the fastest-growing eCommerce start-up in Southeast Asia where I manage an award-winning team of two to represent strategic communications efforts throughout Greater Southeast Asia. 

I’m responsible for managing crisis and reputational issues that arise in our markets, proactively pitching for media coverage, managing speaking engagements and interviews for our spokespeople and supporting the publicity for cross-functional teams’ campaigns. I developed a social media guideline and crisis communications plan for the company, making sure that our stakeholders and colleagues are aligned during any emergency. 

Since joining Carousell, I’ve increased proactive positive media coverage by 20% year-on-year growth.  I’ve also helped the company with savings of over US$30,000 annually by moving communications from PR agencies to in-house for Singapore and the Philippines. 

I play an instrumental role with strategic communications for investment news that includes high profile M&A announcements over the past three years that I’ve been with Carousell, securing coverage in top tier publications including New York Times, Forbes Asia, CNBC and Bloomberg.

Head Of Communications and CSR Partnerships

Sony Pictures Television Networks

• Currently serving as the PR lead for all of Sony’s regional channels – AXN, Sony Channel, ONE, GEM and Animax, I oversee planning, growth and all PR communications and events for the company.  
    • Orchestrated successful PR campaigns for all of our original productions including Asia’s Got Talent, The Amazing Race Asia, The Apartment and The Elements: Cosentino.
    • Spearheaded an internal magazine “The Power List” where we share the latest company news, highlight cross-departmental collaborations and brand values.
    • Constantly creating new content and news stories while utilizing knowledge of traditional and digital media to maximize PR opportunities with a low budget. 
    • Project lead for Sony’s Picture This Festival for the Planet 2018, a short-film competition for emerging filmmakers that resulted in over 40 coverage including top publications The Sun, The Star, New Straits Times, Yahoo! News and Zaobao. Total media value was the highest recorded in the history of this project in Asia.

Communications Manager for Asian and English Content

Freelance

Develop a media plan for local indie musician, Jaime Wong to Singapore media as a platform for launch of her EP.

Publicist

Singtel

Being the sole Publicity person in Singtel's Home Consumer department, I develop and execute all publicity plans for TV, content, fibre broadband and OTT platforms. I plan and create new initiatives to ensure a wider reach and higher media engagement across our products. 

I oversee publicity for Singtel TV's in-house channel, Jia Le. That means I plan and manage Jia Le’s content promotion and communications strategy to ensure strong and incremental viewership for Jia Le. 

- Developed publicity strategy plans for Netflix and Viu partnerships 

- Oversee and support Singtel's digital campaigns for both TV and fibre broadband. 

- Craft messages and responses for Social Media's Cust Care team. 

- Conceptualise tagline, and provide copywriting for ATL and BTL channels.

Publicity and Digital Manager

Razer

I oversee an extensive portfolio of responsibilities across the Asia-Pacific region and I’m charged with generating publicity for the Razer brand, our products and spokespeople.

I am responsible in the regional development and implementation of PR strategies and tactics across Asia-Pacific and I work with my PR agencies to make sure that our PR activities are aligned.

-	Serves as a strategic counsel to C-Suite executives and regional business leads. 

-	Manages an extensive portfolio of responsibilities across the Asia-Pacific region (Australia, Japan, Korea, Taiwan, Middle East, India, Singapore, Malaysia, Philippines, Thailand, Vietnam and Indonesia).

-	Responsible for the regional development and implementation of PR strategies and tactics.

-	Oversees the Asia-Pacific PR teams to make sure that all our PR activities and strategies are aligned.

-	Oversees high key events in Asia-Pacific region – PIKOM Show in Malaysia, Razer Blade launch in Singapore, Razer Blade launch in Australia and Razer Edge showcase in Taipei Game Show

-	Supports Community and Social Media by creating and sourcing content. I also handle customer and media queries pertaining to our products by working closely with customer support, marketing and sales team.

-	In my current stint in Razer, I have a proven track record of obtaining positive reviews and awards for our tier-1 products in key publications as well as pitching for personality interview pieces for my CEO.

PR Manager

Walt Disney Television International (SEA)

-	Supporting the Media Relations Director for Walt Disney Television, I worked with PR agencies in South-east Asia to maintain ongoing publicity campaigns for Disney Channel and Disney Junior.

-	Developed and implemented the PR campaign for the rebranding of Playhouse Disney to Disney Junior in South-east Asia.

-	Created a ‘Mommy Bloggers’ programme; Identify key bloggers and engaging them for activities and seeding them information on our TV shows. 

-	Provided copywriting of the monthly programme highlights to the media, PR agencies, regional offices and affiliates.

-	Assisted with the preparation and research of communications materials such as press releases, presentations and other publicity collaterals.

-	Worked with the US team to coordinate visits and interviews for Disney talents.

-	Spearheaded annual key projects in Singapore and Malaysia through ‘My School Rocks’ by leading the PR drive to make sure that our media coverage remains strong and impactful.

-	Involved in the outreach programme of Walt Disney Television; organising annual Habitat for Humanity, Beach Clean-Up, Disney character visits for Children’s Cancer Foundation, Club Rainbow and Arc Children’s Centre.

Media Relations Executive

Upstream Asia (Singapore)

-	Broad scope of responsibility; Played key role in the development of creative plans and planning documents for client review, preparation of key client documents and media materials, development of new story ideas appropriate for each client’s business and responsible for pitching the ideas to the media, facilitating media interviews, uncovering new media outlets and placement opportunities including sponsorships that relate to each client’s business.

-	Took the account lead for clients Walt Disney Television, Siemens PLM Software, MWg Mobile, O2 Mobile and Garmin while supported other clients like Citrix Systems, Linksys, Skype and Sony Ericsson. 

-	Organised media events for clients’ product launches and announcements, local IT shows, CommunicAsia, JP Morgan Corporate Challenge, Anlene Orchard Mile

Associate Consultant

With over 15 years of experience in the communications field, I am passionate about creating impact through strategic storytelling and building meaningful relationships with stakeholders. I am the co-founder and communications director of IN.Deed Communications Singapore, a new collaboration that aims to provide innovative and effective PR and CSR solutions for tech start-ups in Southeast Asia.

Previously, I was the head of communications and CSR partnerships at Carousell Group, where I led the communication strategy across eight markets and provided active counsel to the C-suite executives and general managers. I managed a team of two and spearheaded all proactive PR campaigns and reputational management for the company. I also gained extensive experience in M&A investment relations and crisis communications throughout my career, working with global brands such as Sony, Singtel, Razer, and Disney. I have a strong track record of securing positive media coverage, orchestrating successful PR events, and developing internal and external communications materials.

taplio

The Battle

Frederic Bonifassy

Jarieul Wong

Followers

Posts

Engagements

Likes

Ready to grow your LinkedIn presence?