SOO WOON YEE
| Founder | Marketing Strategist | Trainer-Coach |
Soo is a certified International Coaching Federation Professional Coach (ICF-PCC) and Marshall Goldsmith Team & Leadership Coach, committed to building thriving businesses and leaders. With over 22 years in corporate roles—the last in senior positions as Marketing Director —Soo has shaped successful business strategies, navigated turnaround of business to profitable growth, revitalised declining brands, and recaptured market leadership at multinationals including Unilever, Danone Infant & Child Nutrition, Kimberly Clark and Suntory. Known for her ability to balance strategic brand building with operational excellence, she has earned multiple marketing awards, including the Effie and Brand Laureate.
As the founder of Accelerax, Soo partners with clients across Asia to elevate their strategic marketing and talent capabilities. She trains, coaches and consults in the subject of her passion: strategy, marketing and coaching. Soo’s clients span FMCG, retail, mobile communication, media agency and beyond, each committed to developing impactful growth strategies and high-performing teams.
Giving back is also a priority for Soo. She has participated in projects with United Nation agency- UNHCR to empower disadvantaged communities through essential business skills. A strong advocate of servant leadership, Soo has served on the Board of the International Coaching Federation (Malaysia Chapter) and is currently in her second term as Internal Auditor (2022-2025). In recognition of her contributions, she was named one of the “101 Most Iconic Global Coaching Leaders” at the 2023 World HRD Congress in Mumbai.
KONG CHOON LAN
| Shopper Marketing Strategist | Trainer-Coach |
Choon Lan, a seasoned leader with over 25 years of sales management believes in unlocking the potential of individuals and organisations for sustained success. With a background in multinational FMCG companies such as Unilever, Danone Infant & Child Nutrition, Friesland Campina and Fonterra, she’s known for her pragmatism and ability to garner practical insights to drive results for the business.
Currently part of Accelerax, Choon Lan is a certified coach with International Coaching Federation-PCC and a certified trainer from HRD Corp, offering her expertise in sales across diverse industries.
Beyond her professional commitments, she’s active in community engagement and enjoys outdoor activities like hiking and running.
JEFF CHEAH
| Learning Partner | Associate Trainer | Executive Coach |
Jeff started his career in NCR Corporation and IBM in Sales and Marketing positions and eventually started his own business in Software Solutions for Enterprise Resource Planning & Financial/Treasury Solutions. Over the last 34 years, he has held various Senior Management positions including Sales Director, Senior Manager, General Manager, Director, Executive Director and Managing Director.
He is passionated about building people and is a Certified Master Performance Coach. He is also a Certified Coach with Marshall Goldsmith’s Stakeholder-Centered Coaching. He has conducted various Coaching Workshops & 1-on-1 Executive Coaching in Banks & GLC’s. He is now the Past-President (PP) of International Coaching Federation (ICF) Malaysia Chapter and a Board Trustee in ICF Foundation.
WONG YEE THONG
| Strategic Planning Expert | Associate Coach |
With over 25 years of corporate experience, YT is currently a credentialled coach from International Coaching Federation-(ICF-ACC) and an Ontological Coach. He integrates different modalities into his professional coaching with corporate clients across Asia.
Prior to him embarking on his coaching journey, YT had extensive strategic planning and client experience across Asia having worked with top international advertising agencies and as a client for over 2 decades. As a global brand strategist, he was result oriented and his approach was grounded in both science and art. His experience spanned across different categories from B2C and B2B. His last position was as Global Brand Lead for Schneider Electric, a Fortune 500 company.
Outside work, YT enjoys travelling and pursuing his passion for art, with multiple online exhibitions under his belt.
SERENE CHAW
| People Strategist | Associate Trainer-Coach |
Throughout her career, Serene has managed global projects, facilitated leadership workshops, and trained line-managers in personal effectiveness and team leadership. She’s dedicated to building leaders and facilitating personal, team, and community transformation.
As a Talent Development Consultant and Certified Coach with International Coaching Federation, Serene is a strong collaborator with others to build leadership competencies, discovering internal talents, as well as closing gaps through workshops, coaching, and mentoring.
Describing herself as a life enthusiast, Serene embarks on new endeavours through her lifetime project called Project First Time.