Cynthia Koong is a brand strategist and ICF-certified coach with over a decade of experience in China. Fluent in both English and Chinese, she spearheaded cross-border brand growth for global names like Starbucks, LEGO, Kimberley-Clarke, Friso, Philips Healthcare, iRobot, OPPO, honing a keen sense of how to connect brands with people. As a former COO, Cynthia has firsthand insight into how organizational change and employer branding impact employees on the ground. She has logged 100+ hours coaching professionals through career transitions and stays active in the international coaching community, including serving as mentor with Malaysia Students Graduate Association Shanghai (MSAS). Cynthia’s approach provides enplifi with a deeply human, brand-to-people perspective ensuring every transition is guided with empathy, clarity, and respect.

David Smith has spent nearly 20 years in China translating strategy into operational results. A seasoned leader across finance, HR, legal, and technology functions, he has led multicultural teams and collaborated with stakeholders around the globe. David’s career has been forged in times of change: he has steered organisations through mergers, acquisitions, restructures, and leadership transitions, learning how to keep people supported through every upheaval. He excels at bridging Western corporate structures with China’s market realities to find practical, balanced solutions. Guided by core values of fairness, empathy, and clarity, David serves as the steady strategy-to-operations backbone of enplifi ensuring the company’s vision is executed with discipline and heart.

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