They say B2B = boring2boring. I believe it’s wrong. I proved that B2B brand marketing can be as entertaining as a Nike ad.

I am a strategy leader with a focus on change. As a B2B Brand Marketing executive with over 15 years of experience leading global projects, I execute brand identity campaigns and promote product growth. I am a storyteller who aims to create bold work that strikes a chord with people and turns tech products into popular brands. I’m always driven by creativity but firmly rooted in strategy.

I have a unique experience working with hypergrowth companies, taking them to the next level and promoting tech products globally. I am especially strong in communicating complex, cutting-edge technologies (such as fintech and AI) to wider audiences using simple human insights.

Vast international experience: USA, Western Europe (UK, the Netherlands), Asia (China, Singapore).

My top collaborations:
•	Transformed brand identities for over 30 products across 15 categories in collaboration with top global communication giants, such as McCann, Leo Burnett, and Grey Group.
•	Synthesized marketing strategies for Mastercard, Microsoft, and Samsung.
•	Relaunched the Unlimint brand, introducing an innovative identity while executing the brand’s first global awareness campaign across eight markets (APAC, EMEA, LATAM, North America).
•	Launched Roundtrip, an online booking tool for business travel, including brand positioning, identity development, and video content creation.

Core skills:
•	Strategic thinking, ability to plan and execute marketing vision
•	Huge experience in the development of marketing campaigns from scratch/orchestrating brand launches
•	Strong experience managing company budgets and relationships with multiple suppliers (external creative agencies, production companies, etc.)
•	Experience in building in-house creative and production teams 
•	Proven ability to develop a creative and collaborative culture
•	Demonstrated success in a matrix organization by building and leveraging relationships across the company
•	The ability to attract, inspire, and nourish diverse talent
•	A strong storyteller and creative thinker
•	Highly skilled in consumer research, audience identification, segmentation studies, insights generation

More about me and my projects: http://sergeydenisov.tilda.ws

In my everyday life, outside of my professional career, I'm an avid movie enthusiast, a dedicated follower of MUBI and Netflix, and a music lover who enjoys walking with my  AirPods.

Sergey Denisov

AIPath.one by Causality

🚀     Reduce the traditional failure rates of startups by 70%.
 
①     DevOps for SaaS companies to Define, Validate & Launch. Enterprise-grade workflows, from product strategy to experimentation to marketing asset automation.

②     AIPath for VC's: AI augmented diligence, competitor benchmarking & investment Memo automation

Founder; AI for Product-Market Fit

Hukm Launch Pad

Business Mentor

Wizly

Advisor

GrowthOps

GrowthOps was public listed as ASX:TGO. I lead IP development for aligned product and marketing strategy through experimentation and full stack marketing. Billion dollar banks, brands and market defining venture backed startups.

Chief Growth Officer

General Manager, Singapore

EY-Parthenon

Innovation at EY Parthenon, between Australia and our regional HQ. Leading digital transformation and business model design for clients, leveraging AI, Big Data & ecosystem design solutions.

About the Role:

- Drove new offering design to integrate AI/ML big data and analytics capabilities with strategy

- Lead for Transaction & Advisory Services(TAS Transactions & Strategy) 

- Technology and innovation lead covering digitalized business design and target identification

- Design and Digital evangelist for EY Wavespace (EY's Innovation lab)

- Developed the ASEAN program for new productized consulting offerings as well as EY’s internal innovation efforts

- Spearheaded digital-as-a-sector training and new digital consulting tool roll-outs

ASEAN Innovation Co-lead | TAS Digital

Employee #1 and Digital Lead for TAS Digital as the technology and innovation evangelist covering business design and monetization. Brought digital sector subject matter expertise to 167 corporate innovation and digital transformation pursuits and projects. I leverage analytics to identify opportunities leveraging a value chain and transient competitive advantage (competitive analysis, consumer segment analysis and value proposition) lens.


Additional Roles:

- Champion, Digital

- Champion, Wavespace for TAS


Achievements:

- Contributed digital sector subject matter expertise to 167 corporate innovation and digital transformation pursuits and projects. 

Project Director on 8 strategy and implementation projects, leading 4 to 6 person teams including: 

- Commercial due-diligence on 3 regional unicorns (landscape, competition and business model analysis + market-sizing) 

- Conceptualizing and validating strategy for a lifestyle and loyalty platform to leverage an investment into a regional unicorn 

- Led conceptualization of a value-chain disrupting, multi-sided marketplace for a leading regional SEA raw material distributor

- Digital transformation strategy for a leading regional real estate conglomerate

- Speaking Regionally on digital business models and innovation at client and external events.

Lead, Digital | Associate Director | Strategy & Operations | TAS Digital

Accelerators, Incubators and VC Funds

Supporting accelerators and incubators as a mentor, commercial champion or advisor

1. Innovation Evangelist - Halutz Initiative for Global Leadership - 2021 to Present
2. Advisor - SMU Impact Accelerator, Lien Center for Social Innovation 2017-2019
3. Commercial Champion - NUS GRIP - 2020, 2021, 2023
4. Lean Launchpad Mentor - Singapore University of Technology & Design - 2019
5. Mentor - Singapore Management University Business Innovation Group - 2018
6. Founder - RE-PC; Recycling Laptops for the underprivileged - 2015 to Present
7. Mentor - Startup Weekend - 2015 to 2018
8. Speaker - Change for Good - 2017 to 2019
9. Mentor - DBS Hotspot - 2016
10. Commercialisation Expert - Startup-O - 2015 to 2019
11. Mentor - NUS Technology Access Platform for patent commercialisation

Innovation Ecosystem Commercialisation Champion & Mentor 

Stacck Inc

Series A - Sold and integrated into a Hong Kong based technology-based conglomerate. My role was re-releasing the product across three platforms in just 3 months with prioritised feature-set, a complete UX redesign and enhanced workflow to deliver on the value proposition. 

About the business:
The startup was seed-funded by Eduardo Saverin, SeedPlus, Wavemaker Partners and Koh Boon Hwee. Conceived to address the business challenge of securely managing large, remote workforces, communicating with them, training them and assigning them tasks on mobile.

General Manager, Director of Product Strategy

honestbee

Series C - Working on monetisation for current and future business verticals. Honestbee is present in eight-countries as an e-commerce grocery/ logistics business and has raised USD 46 Mn. 

Executed for Growth by initiating integrated data analytics, customer lifetime value analysis, segmentation, business intelligence analytics and marketing.

Senior Corporate Strategy Manager

Brandspace Advisory

Notable Project: 
Samsung Product Innovation Team - "Business Model Design and Innovation Lead" for the Samsung Project Innovation Team on a Europe-SEA innovation project

Founder

Original Hock Lam Beef & Soon Huan Yuan Group

Acquired in 2015 and exited my equity position

Achievements:

- Grew revenue 450%

- Business Design for a transformative re-branding of a 103 year old brand


About the role:

- Led new store openings and executed/ explored company investments in SG, HK, TW, BKK, Manila. 

- Redevelop the company to be franchise-ready. 

- Service Design; New Product Design; Consumer Insight Development

- Business Model Redevelopment

Director of Strategy & Investment (Regional)

Data-Driven, CX-forward Product Strategy for Corporate Venture Building - Launching & growing what’s next in Product-Led Growth SaaS | Board Member, Trustee, Chief Growth Officer | 1 Exit, 2x GM | Reforge Growth

I'm a product management and innovation lead; I just can't stop helping to build and launch amazing products. I have a a track record of building successful ventures and leading transformative projects across global startups, working at Samsung Product Innovation Team, as EY-Parthenon ASEAN Innovation co-lead and today as founder of AIPath.

At its core, AIPath functions like DevOps for growth teams, enabling companies to run ongoing variations of product strategies, GTM motions, and competitive positioning—rapidly identifying what drives the highest impact. We are pioneering a new category of application-layer AI, integrating proprietary data enrichment with compound AI workflows to transform diligence, valuation, and strategy validation for SaaS companies. 

This approach allows startups and enterprises to iterate in hours instead of months, de-risking execution and accelerating their path to market dominance. 

NEW: AIPath wins the AI Agents Global Challenge (Jan 2025).

In my free-time, I have mentored companies and startups at 30 accelerators.

In 2015, I founded RE-PC.org, a volunteer organisation redistributing laptops to children of low-income households to creating educational opportunity, extend hardware lifespans & reduce e-waste.

I have held a board position as co-trustee of a Singapore registered charity since 2013.

About: I’m a fifth generation Singaporean with work experience across APAC and 4 continents.

David Isaac Mathews

Congratulations to HP, and our fellow Cohort 1 startups! AIPath.one is proud to represent the Next-Gen Decision Making Track to support how companies and leaders build and continuously adapt for competitive advantage.

Thanks to Amit Mangwani and Sandeep Garg for your mentorship, and HP’s Kong Meng Koh for leading this visionary initiative. 

David Isaac Mathews, Daniel Baise, Robin Speculand

Product roadmap & GTM clarity with strategy A/B testing for building new products. Digital twin simulations of competitors & customers for decision-making | Board Member, Chief Growth Officer | 3x startups, 1 Exit, 2x GM

HP celebrates 55 years of innovation with the launch of Garage 2.0, an AI startup incubator that empowers founders, fuels bold ideas that drive or redefine the future of work, and helps scale solutions globally.

Hear from Kong Meng Koh and the visionaries in the first cohort, see how their startups are growing with HP, and take a look at how HP is building the future together with these companies.

To find out more about the Garage 2.0 program, email garage2.0@hp.com.

Open article: The Scaling Wall Was A Mirage by Tomasz Tunguz • 2 min read

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David Isaac Mathews

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Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}David Isaac Mathews's LinkedIn Performance

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