CEO Gregory Birge founded F5DIGITAL Consulting in 2007 when he recognized that the surge in customer-generated media would transform the way in which companies and their customers would interact with one another. His visionary outlook, which reverses the traditional approach of brand-led marketing to one that puts the customer firmly in the driving seat, has led to ground-breaking, resoundingly successful campaigns for leading companies such as Philips and Fuji Xerox. In 2011, Gregory restructured the company into F5DIGITAL Group with three entities to enhance the development of customer innovations and give client services a focus. In addition to Singapore, the company now has offices in South Korea, the Philippines and is expanding into China. Gregory has extensive international and regional experience working on the client-side, including time with Apple, Sony, Yamaha, Packard Bell and Philips. His track record includes the launch of the first IPod in Europe and the development of the initial ITunes partnership. This experience, coupled with his agency background at Wunderman and F5DIGITAL, gives him an acute commercial understanding of how businesses work and customers think. Adept in developing end-to-end ecosystems, channel networks and product strategy, Gregory is the Digital Strategist behind the award-winning loyalty programme, ‘Philips Family Rewards’ and the Kimberly Clark KOTEX™ ‘WOW’ launch campaign. He is a blogger for CampaignAsia and regularly contributes to other regional publications and a much sought after speaker and panelist at conferences, workshops and seminars across Asia.

Prior to F5DIGITAL, Pierre-Alain worked for Philips in Singapore from 2005 until 2010. He was the Director, Consumer Experience & Consumer Relationship Management (CRM) at Philips Consumer Lifestyle for Asia Pacific, Greater China, Indian subcontinent and Middle East/Africa.

Pierre-Alain managed the consumer experiences that Philips Consumer Lifestyle provides to its customers across Asia, Middle East and Africa. In this role, Pierre-Alain looked after the Call Center Operations, the front end Authorized Service Centers, Internet support and all CRM, Electronic Direct Mail (EDM) & Loyalty programs.

Before joining Philips, Pierre-Alain Guillon spent 7 years in various operations management roles, six sigma and M&A functions across multinational organizations including GE Healthcare and GE Capital.

He holds a Master in Science from Ecole Centrale de Lyon, France and a Master in Business & Manufacturing Management from Pennsylvania State University, USA.

Eric Halter is a partner in F5DIGITAL Consulting and the founder and CEO of Javezz Communications in South Korea. With over 25 years experience across all marketing disciplines, Eric has worked on a multitude of brands including Microsoft, Lancome, The Body Shop, and SanDisk.

Prior to his move to Korea in 1998, Eric was Marketing Director for Schober Information Group in Switzerland, Germany, Austria and the Czech Republic. Among his achievements was the creation of the first consumer lifestyle database across these markets which went on to be the major profit pillar for Schober Information Group for over a decade. More recently, he has been the brains behind the planning, development and operation of a true 360 degree CRM approach for INFINITI Korea which has been adopted by the company as global best practice and is a benchmark for all other Asian markets; the development and operation of the resoundingly successful, world’s first Dealer CRM Program for Bosch; and CRM Strategist behind the award winning ‘Philips Family Rewards’ programme.

Eric is one of the rare breeds who is able to blend traditional, digital and dialog marketing principles. That talent, combined with his dedication to go beyond the usual, has led him to being regarded in his adopted home as a pioneer in Dialog and Relationship Management.

With over 12 years experience in the CRM arena, Natalia performs a dual role: She is responsible for driving F5DIGITAL’s CRM projects and account management. Her forte is CRM marketing and 1 to1 insights even as she drives business development for F5DIGITAL on the CRM axis, and client management. As the primary interface with clients on CRM projects and a senior interface on other accounts, she works closely with the F5DIGITAL Account and Project Teams to ensure quality of delivery.

Prior to F5DIGITAL, Natalia was with Travelocity Travel Group (ZUJI Pte Ltd), responsible for the region’s CRM initiatives. She worked closely with Asia Pacific markets on key CRM functionalities of segmentation, relevance and personalization to enhance customer targeting as well as formulating strategic CRM opportunities to increase customer reach and awareness across campaigns.

Natalia has also worked in the luxury automotive and horology industry, holding various portfolios in product and brand marketing as well as CRM. Notable projects include conceptualizing and implementing the first CRM programme for the owners of the prestigious BMW 7-Series, initiating CRM functionality for the BMW brand in Singapore and marketing The Hour Glass’ most elite brands – the independent watchmakers.