iFoundries

As CEO of iFoundries, I lead the company’s vision to empower businesses through data-driven digital growth strategies. With a strong foundation in digital transformation and innovation, I oversee company direction, culture, and strategic partnerships, ensuring that iFoundries stays ahead of industry trends while delivering measurable outcomes for clients in a rapidly evolving digital economy.

Under my leadership, iFoundries has evolved from a web development agency into a strategic partner for digital transformation, empowering SMEs and enterprises with results-driven solutions in web development, performance marketing, and AI-powered marketing automation.

We’ve had the privilege of delivering impactful work for over 500 brands, including ComfortDelGro, Honda (KAH Motor), UOL, Riot Games, China Taiping Insurance, SingPost, Goodrich Global, NUS, Josiah Montessori, Collin’s, Zoe Nissi and more.

In December 2023, iFoundries was majority-acquired by U.S.-based Atypical Global. However, in September 2025 we completed a founder-led buyout and returned to independent ownership in Singapore. We continue to help APAC brands grow through data-driven digital marketing, AI-powered marketing automation, performance media, SEO/GEO-AEO, and conversion-focused WordPress and custom web development.

Today, my focus is on:
- Driving cross-border growth and service innovation
- Leading our transition into an AI-native organization
- Strengthening long-term value for clients, partners, and stakeholders

Chief Executive Officer

Appointed to lead iFoundries’ strategic growth and operational expansion, I oversaw the company’s transformation from a bootstrapped agency generating SGD $400K in annual revenue to a sustainable, 7-figure business serving clients across Singapore and the region. My role encompassed business strategy, team development, and regional market entry.

Key Contributions:
Mentored cross-functional teams in delivering high-impact solutions in web strategy, digital marketing, and marketing automation, supported by structured in-house training programs.

Strengthened iFoundries’ positioning as a trusted digital partner to both SMEs and well-known regional brands.

Established a branch office in Kuala Lumpur, Malaysia in 2011, leading the business setup, infrastructure planning, and local partnership development. (Note: this branch is no longer active.)

This phase laid a strong foundation for iFoundries’ evolution, leading to my appointment as CEO in 2017 to guide the company into its next stage of growth and innovation.

Managing Director

Web Development Consultant

SAMA Alliance

SAMA which stands for Strategic Asia Marketing Alliance, unites the expertise of top marketing agencies to deliver bespoke strategic solutions that are globally informed and locally grounded. Through innovative collaboration, our combined skills allow for impactful campaigns that resonate within the Southeast Asian market.

Founding Board Member

WhoWorksAroundYou.com - Singapore’s first location-based online dating platform

Launched and co-led WhoWorksAroundYou.com, Singapore’s first location-based online dating portal designed to match singles working in proximity. Spearheaded business strategy, product development, and user growth, leading to over 3,000 registered members within the first few months of launch.

Key Achievements:

One of 7 pioneering recipients of the Partner Connection Fund, a government grant under the Ministry of Social and Family Development (MSF) to support innovation in Singapore’s dating industry.

Secured official accreditation from the Social Development Unit (now SDN), positioning the platform as a trusted and recognized dating service.

Featured across major media outlets including 联合早报 (Lianhe Zaobao), The New Paper, Stomp, Entrepreneurs.sg (now Tech in Asia), and on Mediacorp’s Chinese current affairs TV program 《前线追踪》(Frontline).

This venture was successfully managed in parallel with my leadership responsibilities at iFoundries, reflecting a strong ability to balance entrepreneurial innovation with operational execution.

Co-Founder

Neuplay Creative

In 2005, I made the pivotal decision to leave my Information Systems and Management degree program (University of London) in my second year to seize a growing opportunity in the digital space.

Under my freelance brand Neuplay Creative, I delivered custom website design and development services to SMEs during a time when businesses were beginning to recognize the importance of going online. Working directly with clients, I managed the full spectrum of web projects — from consultation and UI/UX design to development and deployment.

This hands-on experience sharpened my skills in technical execution, client engagement, and digital problem-solving, and became the foundation that prepared me to take on a leadership role in growing iFoundries shortly thereafter.

Founder

With over two decades of experience in digital strategy and marketing, Vary has spent his career helping businesses across Asia-Pacific evolve beyond a basic digital presence. He now partners with growth-stage companies to scale more strategically, using a smarter blend of AI-powered marketing automation, predictive analytics, and hyperlocal strategies.

Vary has built teams that led transformative digital campaigns for brands such as Honda (KAH Motor), Riot Games, China Taiping Insurance, ComfortDelGro, SingPost, Goodrich Global, the National Crime Prevention Council and NUS. Under his leadership, iFoundries has become a trusted name in innovation, measurable success, and digital marketing excellence.

// An Entrepreneur At Heart
Vary’s entrepreneurial journey began in childhood, where his creativity shone through ventures like selling self-made magazines. At 23, he ventured into fashion e-commerce, launching a website that curated trendy products from around the world. He sourced cult-favorite slippers from Brazil, uniquely designed bags from Japan and local artists, and even fashion apparel from Alibaba — long before platforms like Taobao became mainstream. Entering the digital industry during the dot-com era, Vary gained hands-on experience in emerging fields like e-learning, e-commerce, and online marketing. This early exposure laid the foundation for his future in digital transformation.

In 2005, Vary left university to meet the rising demand for business websites, founding Neuplay Creative as a freelance venture. By 2006, he joined iFoundries, where his leadership as Managing Director later on transformed it into a thriving seven-figure agency business.

// An Innovator and Lifelong Learner
Vary has always been committed to creating value for clients, employees, and partners. He believes true success lies in the positive impact one has on others, fostering collaboration, innovation, and growth. His dedication to lifelong learning led him to earn the WSQ Advanced Certification in Learning and Performance (ACLP) in 2020, ensuring he remains ahead in lifelong learning.

// A Visionary Leader
Vary’s career reflects resilience, adaptability, and a drive for innovation. In 2007, he co-founded Singapore’s first location-based online dating portal, WhoWorksAroundYou.com, which quickly attracted over 3,000 members and received support from Singapore's government.

Today, as CEO of iFoundries, Vary continues to lead with a vision for innovation and excellence, helping businesses unlock their digital potential and thrive in an ever-evolving world.

Vary Yong

FunnelCycle -  CRM & Marketing Automation Consultancy

ActiveCampaign Partner 
Hands on consulting and implementation for over 30 implementation setups. I help B2B/B2C companies implement their CRM strategy and sales pipeline automation using ActiveCampaign. My goal is to help structure their pipeline, automate their CRM to manage leads & sales opportunities, and grow the number of closed deals and revenue.

Klaviyo Partner
I also help Ecommerce brands profitably grow sales, increase repeat purchases and improve customer loyalty using marketing automation & email marketing with Klaviyo. My aim is to see every brand I work with generate 25 - 35% of their revenue from the email channel. 

Freelance Marketing Automation Resource for Agencies
Marketing Automation Partner for agencies who want to offer CRM + sales pipeline automation/ marketing automation/ email marketing services but do not have in-house resources to do this. I can collaborate as a member of your team for the project. Software that I specialize in are ActiveCampaign and Klaviyo.

Lead Generation for Service-Based Businesses & B2B Companies
We help service-based and B2B companies increase their sales pipeline by booking more sales calls and closing more deals. Our cold outbound systems are designed to connect you with your ideal customers:
- Targeted lead list building
- Domain and inbox setup and warm-up
- Effective cold email copywriting
- Full cold email campaign management
- Cold calling in parallel with email outreach for stronger results

Clients: 
ECOMMERCE - Greenlife.Sg, Onelife.Sg, Kinohimitsu, Alluora, Evans Dermalogical, NutriLife, Straits Wine Company, QB Food, Indosole, Champs Industrial, AKTEO
EDUCATION & TRAINING - Centre for Career Excellence, MAGES, Code Ninja, Skoolopedia
SAAS - CS Lucas, Dynamicweb
MARKETING AGENCIES & B2B -  BDSA, iFoundries, Niswey, Four Media, Hashmeta, StarNgage, Independents.ai, Trina Solar, Lize Packaging, Evolve Digital
B2C - Kiztopia, MINT Museum of Toys, AM Aesthetics, Timplex, EasyRates, HotelQuickly

Founder | CRM & Marketing Automation Consultant | Outbound Lead Generation

CS Lucas TMS

Hands-on GTM advisor and managing a team of BDRs, BDMs and Sales Ops for a B2B enterprise software business:  ideal customer profile definition, growth strategy, business development and sales enablement.

CS Lucas is a leading provider of treasury and investment management solutions in the Asia-Pacific. Since its inception in 1996, CS Lucas has established a long track record, providing corporate treasuries and fund managers the tools needed to efficiently and effectively manage their portfolio of assets, liquidity requirements and investments.

CS Lucas’ client include public sector agencies and major corporates in real estate, oil and gas, transportation, fund management and commodities trading. The company’s top priority remains to deliver exceptional value to all customers, combining in-depth experience with business acumen and technical expertise on every engagement.

Head of Business Development - Fractional 

Niswey

Hands-on GTM advisor and point of contact for all sales & business development activities for Niswey in Singapore and Southeast Asia (SEA): ideal customer profile definition, growth strategy, customer acquisition, business development and sales enablement.

Niswey delivers business automation solutions. We are a HubSpot Diamond Partner. 

We map out your journeys, for marketing, sales and business operations, and translate them into automated systems with HubSpot

🏆We were the First HubSpot Solutions Partner in Asia to reach the Elite Status. 
🏆2023 Technical Expertise Impact Award
🏆2022 Elite Solutions Partner
🏆2021 Customer First Impact Award

Niswey delivers end-to-end HubSpot solutions: 
- Training and onboarding for teams
- Discovery workshops and solution design for specific business challenges
- Set-up and implementation of the automation systems

We also develop custom integration solutions for HubSpot with other platforms. 

We also have multiple apps in the HubSpot App/Asset Marketplace, which operate as SaaS businesses on their own.

Fractional Business Development (SG & SEA)

HubSpot

Partner Manager at HubSpot, part of the founding team in Singapore that manage Asia. 

Brought on over 40 digital marketing agencies covering Singapore, HK, India, Philippines and Indonesia to the Partner Program where I work with them to implement online sales funnels & marketing automation for lead generation for themselves and their clients. My role at HubSpot is to work with marketing agencies and their clients to implement an inbound marketing strategy with the best marketing automation practices.

Channel Account Executive

Avention

Regional Manager for Avention that help enterprise marketing and sales team to implement a business data platform for Account Based Marketing. Clients include Fortune 500 clients such as CA Technologies and Palo Alto Networks. Acquired by Dun & Bradstreet.

An exciting and fast moving leadership role covering; direct sales, sales development, lead generation, go-to-market strategy and channel sales. I manage the Singapore and HK direct sales team and responsible for executing and delivering on plan:

       • Retention (renewal rates) and Acquisition (new business)
       • Lead Generation and Go to Market Strategy 
       • Strategic Partnership growth
       • Channel sales in China, Japan, Korea and ASEAN.

Avention OneSource Solutions provides real-time, actionable B2B data from the world’s most comprehensive database to deliver 21st century business information solutions. Avention empowers sales, marketing and research professionals with the best global B2B data available and leverages that data with its cutting-edge software. Avention has more than 4000 customers worldwide.

Regional Sales Manager (Asia)

HRBoss

The award winning SaaS Cloud Solution provides integrated real time visibility from all data sources cross referenced to your employees. Providing a powerful drag and drop planning and visualization platform for line of business & CXO's. 

Awards 
Best HR Big workforce Solution 
Gold 2015 Asia-Pacific Stevie Awards 
Gold 2015 China HR Root awards 

An exciting and fast moving sales role  focused on selling the workforce analytics suite to enterprise companies.

Senior Sales Manager

CCH Collaborative Solutions - a Wolters Kluwer business

Helped launch the go-to-market strategy, marketed and sold the CCH iFirm cloud platform in Singapore to automate processes for over 60 SME accounting firms and consultancies including 250+ employee firms such as Baker Tilly.

My role at CCH Collaborative Solutions is focused on working with our accounting firm clients to help them grow their business around the leading edge practice management software, CCH iFirm. 

- Drove sales of highly successful launch of CCH iFirm in Singapore
- Directly responsible for selling first 55  corporate customers with Annual Recurring Revenue (ARR) exceeding $800,000.

#1 APAC Sales Rep 2013 for Wolters Kluwer Asia-Pacific with 277% quota achievement. My clients include Baker Tilly TFW LLP, Kreston David Yeung, RT LLP, CA Trust PAC, Heng Lee Seng LLP, CN Tiew & Associates Pte Ltd, One Partnership, Chew Whye Lee & Co, JK Medora & Co, Entrust PAC, K F Hoong & Co, Philip Liew & Co, Thong & Lim, Acutus LLP, Vodich Management Services.

#1 Sales Rep 2012 for CCH S.E.A and #2 Sales Rep 2012 for Wolters Kluwer Asia-Pacific with 178% quota achievement. My clients include Moore Stephens LLP, Smalley & Sims PAC, Mazars LLP, Raffles PAC, James Chan & Partners LLP, Paul Wan & Co, Fiducia LLP, Ardent Associates LLP, PG Wee & Partners.

Solutions Manager (Software Sales) - CCH Collaborative Solutions

Poppist Pte Ltd.

Founder of a new online startup with an innovative group buying business model based on a social payment system (Pay With A Tweet).

Online Social Commerce Entreprenuer

Apa Publications (Insight Guides & Berlitz Publishing), A Langenscheidt Publishing Group Business

Sales & Marketing Manager (Asia-Pacific)		
October 2009 – May 2011
Promoted to take charge of Australia, the key market in Asia-Pacific in terms of sales revenue and market profile. Appointed to manage other Asia-Pac markets including New Zealand and South Africa.
- Delivered substantial growth in sales revenue for 10 markets in 2010 including 31% increase for Australia, 14% for New Zealand and 35% for China.
- Establish business networks and footprints particularly in Vietnam and Indonesia
- Develop new business, retail and distribution opportunities in previously unexplored market of Vietnam. Successfully negotiated major account with national distributor Viet Books.

Sales & Marketing Manager (Asia)
March 2008 – September 2009	
Promoted to directly manage and develop new business from key overseas markets including China, Philippines, Indonesia, Vietnam, Cambodia, Sri Lanka and South Korea and continue to lead Singapore sales team. 
- Delivered 21% increase in sales revenue for portfolio markets from $1.05mil to $1.27mil in 2008
- Opened up new distribution channels in China. Successfully negotiated key retail accounts in Amazon China, Dang Dang and Air Media (Hongqiao Airport).
- Special Achievement: Launched Beijing Olympics year special edition Insight Guide China, the first state-authorized foreign published English-language China travel guide, leading to a four-fold increase in China revenues.

Sales Executive (Singapore)		
December 2006 – February 2008
Marketing of Insight Travel Guides and Berlitz Language books in Singapore market through sales calls, direct mailing, sponsorship, publicity, online and offline marketing campaigns.
- Single handedly grew Singapore sales by 16% from under $650,000 to over $750,000 in 2007
- Account management of major trade customers such as Borders, PageOne, Kinokuniya, MPH, Times and TimesNewsLink at Changi Airport, with high exposure of Insight and Berlitz Travel Promotions across more than 100 stores in Singapore

Sales & Marketing Manager (Asia-Pacific)

Fingerbooks

Launched and manage marketing, sales and operations for new e-commerce startup specializing in collection, sale and rental of secondhand books. 

Achieve significant media coverage as an innovative and first-of-its-kind business in Singapore. Featured in numerous publications including The New Paper, Female, Cleo, Her World, Elle, NTUC Lifestyle as well as Suria (Local Malay Channel)

Online Book Sales Entreprenuer

WHAT I DO: 

1) Consulting and implementation for CRM/marketing automation set up - ActiveCampaign / Klaviyo / HubSpot

2) Freelance Marketing Automation Resource for Agencies
White Label Marketing Automation Partner for agencies who want to offer CRM + sales pipeline automation/ marketing automation/ email marketing services but do not have in-house resources to do this. 

3) Lead Generation for Service-Based Businesses & B2B Companies
We help service-based & B2B companies book more sales calls and close more deals. Our cold outbound infrastructure will get you in touch with your ideal customers.

More Meetings → More Pipeline → More Revenue

Helping companies get in front of their ideal clients through scalable outbound systems. We handle the client acquisition for your company completely in-house. Our work is done on month-to-month contracts so if we are not delivering then you should not be forced to stay with us.

Essentially we handle outbound prospecting, outreach and filling up your calendars with qualified prospects. All that you have to do is show up to the call and close the prospect.

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READY TO TALK? 

If so, just reach out to me directly here on LinkedIn - either through a DM or connection request or through my email/phone contacts below.

Email: nicholas@funnelcycle.co
Mobile: +65 9179 6725
Website: https://funnelcycle.co/

Nicholas Eng

Getting people to a trade show is one thing. Ensuring they actually get ROI once they’re there is another.

Great to finally catch up with Mike Gunawan in person at AIMX Singapore today.

My focus is usually digital: building contact/data lists, organizing/running the cold calls, and managing the LinkedIn outreach to help B2B businesses generate and develop qualified leads.

Mike’s focus is deeply physical: he steps in to strategize booth engagement, train staff on how to actually stop a crowd, and ensure the exhibitor doesn't just stand behind a counter looking at their phone.

He treats the booth like a funnel, assigning specific roles like "crowd pullers" versus presenters, and defining exactly how to hook a passerby, qualify their intent, and capture the conversation so the lead doesn't vanish the moment they walk away.

He builds the strategy to make sure they succeed at the event.

Speaking to him is a good reminder that getting people to the conference is just the start. "Acquisition" isn't the finish line. If the booth experience doesn't actually convert that foot traffic, the churn will happen next year anyway.

Great energy here at AIMX.

Good to visualize the other half of the equation.

#AIMX #TradeShows #B2BMarketing #Partnerships #FunnelCycle

Founder, FunnelCycle | Strategic Growth Partner for Agencies, Consultants & B2B Firms Pipeline Systems | LinkedIn Activation | Strategic Cold Outreach | CRM Nurture

Back in February, I proposed a few changes to a client’s business development strategy. 

Now that we’re in November, it’s been helpful to look back and ask: What actually worked and why? 

The context: This was a B2B firm with a strong product and track record. But the outbound motion wasn’t working as expected. So we made a shift. 

Not a full reinvention, just a few core building blocks, applied consistently: 

✅ Built a focused list of 200–300 strategic accounts 
➤ Prioritised enterprise deals 
➤ Found the right job titles 
➤ Mapped multiple contacts per account 
➤ The goal wasn’t just volume. It was depth: understanding who mattered, and how to reach them. 

✅ Layered nurture across multiple channels 
➤ Outbound, LinkedIn, email, and warm calls 
➤ Kept follow-ups relevant, not pushy 
➤ Channel choice depended on what fit best. 
Some were more responsive on LinkedIn, others over email or phone. 

✅ Used content to support both outreach and sales 
➤ Shared via exec profiles, not just waiting for inbound 
➤ Helped explain value in a low-pressure way 
➤ That same content became useful for warm follow-ups and even re-engaging quiet leads. 

✅ Paired exec outreach with sales team activity 
➤ Execs reached senior stakeholders 
➤ Sales covered mid-level leads 
➤ Created stronger awareness across the account 
➤ We weren’t duplicating effort. Se were covering different paths into the same organisation. 

✅ Added face time where it mattered 
➤ Most key prospects were in Southeast Asia 
➤ We leaned into in-person meetings to deepen trust 
➤ Often, both exec and salesperson would be present to move the conversation forward. 

✅ Stayed visible through long sales cycles 
➤ Sent updates, shared context and new case studies, looked for new contacts ➤ Used recorded calls to plan next steps and inform future outreach 
➤ Deals take time but staying useful and consistent kept us top of mind. 

The result? The pipeline grew. 
Compared to the start of the year, we’ve 3x-ed the value of our active pipeline. We had more live deals. And more of those deals are now in a stronger position to close. 

Still work to be done but it’s a solid base to build from going into 2026.

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The Battle

Vary Yong

Nicholas Eng

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The Battle

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Nicholas Eng

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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);}Nicholas Eng's LinkedIn Performance

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