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Shaun Measday

@shaunmeasday

I transform and scale multi-country APAC businesses through P&L leadership, commercial reform, and operational transformation.

Vietnam

Message

What I'm looking for

I'm open to relocation and interested in leading strategic transformation, commercial performance, operational scale, and value creation across multi-country APAC businesses.

I currently lead transformation at Wall Street English Vietnam, restoring the multi-site education business to positive EBIT for the first time in six years. I reduced customer defaults by 58%, added US$360k in annualised revenue, and redesigned commercial, operating, CRM, and digital enablement models.

Previously, as Group COO at Alloggio, I led a 240-person, A$50M P&L portfolio and integrated nine vacation-rental portfolios and two resort businesses. We increased STRA inventory by 211%, grew sales volume by more than 21% year over year, sustained roughly 41% Group EBITDA margin, and delivered A$1.2M in annualised savings.

Across APAC roles with Walking Tree Advisory, Pure Group, Evolution Wellness, and Fitness First, I’ve led turnarounds, post-merger integration, market expansion, and performance transformation across multi-site businesses. I bring 20+ years of hands-on leadership across strategy, commercial performance, operations, technology, and value creation.

Experience

Work history, roles, and key accomplishments

Current

Strategic Advisor to Head of Transformation

Current

Asia Strategic Holdings

Apr 2025 - Present (1 year 5 months)

Board-appointed engagement to stabilise and transform a multi-site education portfolio business; subsequently appointed to full executive leadership with P&L accountability for Vietnam and strategic oversight of Myanmar.

Strategic Transformation Commercial Performance P&L management CRM Digital Enablement AI Operational Restructuring KPI Management

Founder & Director, Strategic Operations

Walking Tree Advisory

Oct 2023 - Oct 2025 (2 years)

Advised boards and executives on growth strategy, operational transformation, and commercial performance across APAC; led international expansion initiatives including market assessment and franchise frameworks.

Digital Enablement Strategic Advisory Operational Transformation Commercial Performance Market Expansion Franchising

Group Chief Operating Officer

Alloggio

Jan 2022 - Sep 2023 (1 year 8 months)

Led 240 FTE and A$50M P&L for a technology-enabled accommodation portfolio; drove M&A integration and cost transformation, increasing STRA inventory by 211% while sustaining ~41% EBITDA margin.

P&L management M&A Integration Operational Transformation Cost Transformation technology strategy CRM ERP Performance Management

Country Director

Pure Group

Jan 2021 - Dec 2021 (11 months)

Led 320 FTE and S$35M P&L through COVID disruption, securing S$5M in grants and S$1M in cost savings; established post-pandemic recovery blueprint targeting 20% membership growth.

P&L management Crisis Management Cost Optimization Strategic Partnerships Operational Recovery

Owner & Managing Director

MHG Hospitality

Jan 2014 - Dec 2019 (5 years 11 months)

Led a team of 15 staff, executing strategic operational turnarounds for three award-winning boutique F&B venues.

Operational Turnaround Hospitality Management Team Leadership

Head of Business Transformation, Asia

Evolution Wellness Holdings

Jun 2017 - Jan 2019 (1 year 7 months)

Led post-merger integration of sales and CX operating models across three brands in SE Asia, supporting US$300M annual turnover; redesigned sales model and CRM platform to support 78% location growth.

M&A Integration Sales Operations CRM Implementation Salesforce Customer Journey Organizational Design

Managing Director

Fitness First (Malaysia)

Dec 2008 - Jan 2013 (4 years 1 month)

Led 580 FTE and USD$40M revenue business with full P&L accountability; delivered four consecutive years of EBITDA growth and USD$700K in annualised savings through restructuring.

P&L management Operational Leadership Restructuring Cost Optimization Business Development

Sales Director, Asia

Fitness First (Asia)

Dec 2006 - Jan 2009 (2 years 1 month)

Directed commercial performance across 75+ locations and ~US$200M annual revenue; led regional sales transformation and co-founded the FF Asia Academy, training 100+ managers.

Sales Leadership Performance Management Training and Development Market Expansion Operational Excellence