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 (Note: this branch is no longer active.)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.

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