Raymond Tsai
@raymondtsai
Go-to-market strategist building channel ecosystems in SEA/APAC; transitioning expertise into SaaS and AI.
TaiwanWhat I'm looking for
I’m a market builder with 15+ years of experience entering and growing technology product categories across Southeast Asia and beyond. I’m known for building channel ecosystems, restructuring distribution, and making data-driven decisions under resource constraints.
Most recently, I led retail and category P&L work for HyperX Taiwan, rebuilding the commercial framework from scratch—restructuring pricing, MDF, and P&L with Taiwan and regional finance teams. I rebalanced inventory, resolved supply gaps from missed forecasts and SKU EOLs, recovered retail brand presence through field marketing, and delivered sell-in, sell-through, and profit targets while completing a full business handover.
In SEA/APAC, I’ve bridged regional HQ and local markets as a single point of contact, functionally leading cross-market GTM strategy, pricing architecture, and category P&L across multiple countries. From distributor pricing/profit accountability across 8+ relationships to onboarding partners into complex commercial systems with zero disruption to channel revenue, I focus on sustainable revenue and margin—then I apply the same rigor to my transition into SaaS and AI for companies targeting Southeast Asian growth.
Experience
Work history, roles, and key accomplishments
Served as Taiwan sole HyperX representative with full P&L accountability, rebuilding the commercial framework by restructuring pricing and MDF with regional finance. Improved sell-through by rebalancing inventory from 6 to 3 months and resolved supply gaps for 3 top-5 revenue SKUs while recovering retail brand presence through field marketing.
Built Thailand into HyperX’s top-performing SEA market, outperforming Razer and Logitech in headsets and microphones, growing keyboard run rate by 30–50x, and scaling Shopee flagship from $0 to $100K/month. Owned distributor pricing and profit accountability across 8+ relationships and led a 3-person cross-market team to drive regional GTM strategy and category P&L.
Joined during HyperX acquisition and maintained zero-disruption SEA business performance while executing complex commercial integration across HP systems. Led end-to-end partner onboarding for 8 distributors and 30+ channel resellers and rebuilt pricing architecture by translating an MSRP-rebate model into a multi-layer HP system.
HyperX Gaming Peripherals Sales
Kingston Technology
Dec 2017 - May 2021 (3 years 5 months)
Led HyperX gaming peripherals sales across SEA with category-level ownership, growing HyperX Thailand revenue 6x and securing #1 market share in headsets and microphones against Razer and Logitech. Delivered Shopee flagship growth from $0 to $100K/month and developed distributor restructuring strategies in Thailand and Indonesia, including a regional spiff program with sell-through exceeding 200 u
Regional Sales Manager (EU)
KYE Systems (Genius)
Nov 2014 - Dec 2017 (3 years 1 month)
Covered LATAM and Central/Eastern Europe and served as de facto Europe team lead managing four colleagues. Delivered 33% above-target sell-in for a Czech wireless mouse line launch and drove 40% YoY growth in the Bluetooth audio category after a product line refresh.
Senior Account Manager (Indonesia)
Transcend Information
Mar 2012 - Feb 2014 (1 year 11 months)
Developed a new Indonesia-focused distributor to penetrate modern retail, generating $300K USD in the first year and gaining access to Gramedia. Repositioned channel strategy as Indonesia shifted from traditional electronics bazaars to organized retail and executed a Nokia MicroSD bundle project reaching 2,000 units in its first run.
Regional Sales Manager (ASEAN)
CSB Battery Technologies
Dec 2010 - Mar 2012 (1 year 3 months)
Managed a distributor network across ASEAN and led SK Telecom BTS station battery replacement projects. Developed a new Singapore distributor to expand partner coverage in the region.
Education
Degrees, certifications, and relevant coursework
International Trade Institute, TAITRA
Master of Science, Spanish and Business
2008 - 2010
Studied Spanish and business at the International Trade Institute (TAITRA) and earned a Master of Science from 2008 to 2010.
National Taiwan University
Bachelor of Science, Oceanography
2002 - 2004
Earned a Bachelor of Science in Oceanography at National Taiwan University from 2002 to 2004.
National Sun Yat-sen University
Bachelor of Science, Marine Resources
1998 - 2002
Earned a Bachelor of Science in Marine Resources at National Sun Yat-sen University from 1998 to 2002.
Availability
Location
TaiwanAuthorized to work in
Job categories
Skills
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