Strategic Context & Ambition
A Global Luxury Brand faced a turning point: as it expanded across Southeast Asia and APAC, it needed leaders who could align strategic execution with brand values, foster team cohesion across borders, and create a sustainable leadership pipeline for the future.
What began as a single strategic leadership offsite in one market grew into a 10-year journey of leadership culture transformation spanning retail, supply chain, and cross-functional leadership teams across the region.
The Leadership Journey
ELF partnered with the brand to design a multi-phase leadership culture journey that evolved over the decade, adapting to business needs while embedding coaching mindsets, cultural alignment, and strategic leadership capabilities.
Phase 1: Strategic Offsite Foundations (2015)
- A 2-day strategic alignment offsite for key Southeast Asian leaders focused on collaboration, vision alignment, and execution clarity.
- Its success created demand for broader leadership capability development across the organization.
Phase 2: Retail Leadership Development Programs (2016–2024)
- Biennial retail leadership programs developed store and regional leaders to lead with purpose, brand values, and coaching behaviors.
- Emphasis on succession planning, team leadership, and performance culture.
Phase 3: APAC Supply Chain Leadership Journey (2018–2022)
- Expanded focus to APAC supply chain leaders on team cohesion, communication, and retention strategies.
- Cross-functional alignment workshops connected leaders across retail, HR, and operations.
Phase 4: Strategic Engagements & Culture Programs (2018–2022)
- Values alignment offsites, International Women’s Day Forums, and coaching skills programs created a cultural shift towards inclusivity, authenticity, and purpose-driven leadership.
Program Highlights
- Leadership Development Journeys (2016–2024)
- Strategic Alignment Offsites (2015, 2018, 2019)
- Regional Coaching Skills Training (2018–2021)
- International Women’s Day Forum (2021)
- APAC Leadership & Communication Program for Supply Chain (2020–2021)
- Talent Pathway Development Programs (2018–2022)
Impact & Outcomes
Over a decade, the partnership achieved measurable cultural and leadership transformation:
| Impact Area | Outcomes |
| Sustained Leadership Pipeline | Successive cohorts of leaders ready for regional roles and internal promotions |
| Cultural Transformation | Coaching culture embedded into leadership norms across SEA & APAC |
| Strategic Alignment | Leaders across retail and supply chain operating with shared purpose & cohesion |
| Retention & Engagement | Enhanced leadership capability contributed to stronger talent retention and engagement |
“This journey helped us not just lead better, but live our values more deeply. We now show up with purpose, clarity, and connection.”
— Senior Leader, SEA
Key Success Factors
- Long-Term Partnership – A decade of trust and co-creation enabled sustained culture change.
- Multi-Level Engagement – From store managers to regional supply chain heads, all leadership tiers were included.
- Embedding Coaching Culture – Coaching became a leadership norm, not just a skillset.
- Strategic Alignment Across Functions – Retail, supply chain, and HR leaders aligned around shared outcomes and company values.
- Adaptability Across Phases – Each phase built on the last, responding to evolving business needs.
