Ong Li Chuin
Chief Financial Officer

Ms. Ong Li Chuin was appointed the Chief Financial Officer of the group. She joined SF Group Limited as Business Controller in September 2019. She is responsible for the management of all financial processes and portfolios for the group.

Ms. Ong has more than 15 years of experience in Finance and Accounting. She has a successful career in audit and finance that started at EY in 2004. In 2008, she setup and ran her own management consultancy, providing advisory services on taxation, audits, legal and corporate financing. In 2018, she joined Nanyang Technological University’s esteemed Lee Kong Chian School of Medicine and was instrumental in the transformation of the complex financial systems and financial management of the medical school.

Ms. Ong holds a BSc (Hons) from the prestigious Nanyang Technological University (NTU) School of Accountancy and is a Chartered Accountant (CA) conferred by Institute of Singapore Chartered Accountants (ISCA), representing a qualification of excellence in her field of the highest technical and ethical standards.

Edmund Ng
Chief Operating Officer

Mr. Edmund Ng was appointed as our Chief Operating Officer in January 2021 and a Director of the overseas subsidiary in Phnom Penh, Cambodia since July 2018.

Mr. Ng also has a wealth of experience in the property development industry as he has joined a public listed developer as a General Manager for more than 7 years in Phnom Penh, Cambodia. The portfolio of projects under his management included the best-selling mega mixed developments estimated at approximately USD1billion gross development value in total.

Prior to that, he has served the Singapore Police Force for 15 years holding various senior positions dealing with syndicated crimes as well as commercial aviation security operational work at the Singapore Changi Airport. During his stint, he has received several awards and commendation including a Minister for Home Affair’s National day Award in 2012 for his outstanding performances.

Mr. Ng graduated with a Bachelor of Business Administration degree from National University of Singapore in 1998.

Zainudin Bin Nordin
Director, Planning & Strategy

Mr. Zainudin Bin Nordin was appointed as our Director, Planning & Strategy in December 2019. He is also a Director on the board of Mendaki Social Enterprise Network Singapore Pte Ltd.  

Mr. Nordin held distinguished posts previously which include Mayor of Central Singapore District from 2006 to 2011, Member of Parliament for Bishan – Toa Payoh Group Representation Constituency (GRC) from 2001 to 2015, Chairman of the Bishan – Toa Payoh Town Council from 2004 – 2011 and President of the Football Association of Singapore from 2009 to 2016.

Mr. Nordin also graduated with the “Diplôme d’ingénieur en électronique et électrotechnique” (which is equivalent to the Master of Science in Electrical and Electronics Engineering) from ESIEE Paris, France.

Michelle Denise Wan
Director, Marketing & Communications

Ms. Michelle Denise Wan was appointed Director, Marketing and Communications in July 2020. A marketing and communications practitioner who transformed her passion for writing and creativity into a copywriting career in Ogilvy & Mather Promotions and Ogilvy & Mather Advertising, Ms. Wan subsequently embarked on a hospitality career.

Throughout her career in four award-winning hospitality companies – Marriott Hotels & Resorts (Singapore), The Ritz-Carlton Hotel Company (Shanghai and Singapore), Four Seasons Hotels and Resorts (Singapore) and The Fullerton Hotels and Resorts (Singapore) – Ms. Wan steered each hospitality brand’s marketing and communications outreach through corporate communications, public relations, crisis communications, marketing communications, brand marketing, partnerships and digital marketing. Brand-building platforms were reinforced through community engagement, sustainability and corporate social responsibility programmes.

Ms. Wan is a graduate of National University of Singapore and has a Bachelor of Science degree (Biochemistry and Chemistry).

Edmund Toh
Vice President, Culinary

Chef Edmund Toh was appointed Vice President, Culinary in July 2018 and plays a key role in the expansion plans of the company with his vast experience. Currently serving as President of the Singapore Chefs’ Association and Advisory Chef for Sapling, training restaurant for Shatec Institutes, Chef Toh is also a Certified Master Chef endorsed by World Chefs’ Association.            

Previously, Chef Toh held key roles in several companies including Director of Culinary for Rasel and Purple Sage Catering Pte. Ltd., Assistant Vice President of Food & Beverage Culinary in Resort World Sentosa where he leads more than 30 kitchens across Singapore’s first integrated resort, and also Executive Chef in five-star hotels. His numerous accolades include Overall Champion of Expogast Culinary World Cup Luxembourg in 2014 and IKA Culinary Olympic Erfurt Germany in 2016. 

Having personally cooked for former U.S. Presidents George W. Bush, Russian Prime Minister Vladimir Putin and Golf Superstar Tiger Woods, Chef Toh is also respected both as a mentor among his peers and to the next generation of aspiring chefs.