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Annual Report 2013 LifeBrandz Ltd
Bernard Lim Miang
Chief Executive Offcer
As CEO, Mr Bernard Lim is responsible
for the overall management of the
Group, setting strategic direction and
plans for the Group’s future growth
and expansion. Prior to his current
designation, Mr Lim was Executive
Vice President of the Group and was
responsible for managing Marketing
and Public Relations for the Group,
while working on overseas expansion
projects. Before joining LifeBrandz,
Mr Lim was in the media industry for
15 years. He was Vice President for
MediaCorp Radio Singapore, managing
the radio stations’ programming and
businesses in the last 4 years.
CEDRIC CHONG SIEN CHERN
Executive Director
As Executive Director, Mr Cedric
Chong assists the Management to
set up, manage and operate the
Group’s establishments. Prior to his
appointment, Mr Chong, as a Director of
Massive Collective Pte Ltd, founded and
operated many successful clubs and
bars like Filter Members VIP Club, Mink
Club, Royal Room Bar, Foodbar Dada
etc. Before that, Mr Chong accumulated
his experiences in various entities
involving in sales and marketing in both
the service and consumer sectors.
Key Management
Joe Chiang Kok Kin
Chief Financial Offcer
As Chief Financial Offcer,
Mr Joe Chiang oversees the fnancial,
accounting, corporate and business
development, corporate secretarial and
operation management of the Group.
He also assists the CEO in formulating
long-term strategy and direction for
the Group and will set up fnancial
discipline for growth and expansion.
Prior to joining LifeBrandz, Mr Chiang
was the Director of Corporate
Development with Fish & Co Group
of Companies for the past 10 years.
Mr Chiang held various senior
fnancial and accounting positions in
local and multi-national corporations.
Mr Chiang has a Master in Business
Administration, and a Fellow with
the Association of International
Accountants (UK). He is currently
a Full Member of the Singapore
Institute of Directors.
Simon Tang Kok Onn
Director of Operations
As Director of Operations, Mr Simon
Tang oversees the operations of
the Group’s outlets, and is a key
player in assisting Management
with the business development and
strategic planning of the Company.
Mr Tang brings with him many years
of business experience in various
industries across the region, especially
in Food & Beverage.