Felicia is a Director in the Southeast Asia Global Trade Advisory practice based in Singapore, specialising in trade compliance and customs advisory. With over 14 years of experience, she advises companies on a wide range of issues, including HS classification, customs valuation, trade facilitation schemes, import/export controls, free trade agreements (FTAs), and developing robust internal compliance programs for efficient trade operations.
Felicia has a proven track record in managing complex regional projects, collaborating with cross-functional teams, and navigating the intricacies of customs audits and regulations in diverse markets. In market entry and supply chain structuring projects, she has played a pivotal role in implementing various “go-direct” and “hub and spoke” models, working closely with stakeholders in finance, tax, supply chain, logistics, legal, and trade compliance to establish robust internal processes that enhance trade compliance while optimizing operation efficiencies.
Her expertise extends to advising on product safety standards, origin markings, labelling requirements, and environmental and occupational safety regulations as they relate to cross-border trade and interactions with customs authorities.
Given the increasing audit activities in the Asia Pacific region, Felicia has dedicated significant time to assisting companies in conducting proactive health checks and navigating customs audits. She assists clients with issues related to origin calculations, valuations, and classifications, and helps them navigate in-country customs audits across various Asia Pacific countries.
As a Deloitte certified facilitator, Felicia conducts both internal and external trainings, covering technical and non-technical topics. She has participated as panel speaker in conferences organized by the Singapore authorities, UNCTAD and the Asian Development Bank on FTAs and rules of origin.
Felicia holds a Bachelor of Business Administration (Honours) degree with double specialisation in Finance and Supply Chain Management, from the National University of Singapore, as well as a Diploma in Logistics and Operations Management (with Merit) from Temasek Polytechnic. She is also a qualified customs broker in Singapore.
