The SMU Office of Overseas Centres (OOC) is responsible for driving SMU's internationalization strategy in Asia to create vibrant eco-systems for knowledge-sharing and thought leadership through transformative education and cutting-edge research. OOC supports SMU’s Growth in Asia strategic priority as part of its Vision 2025. It plays an integrative role within SMU to leverage on its strengths in intellectual capital development for creating meaningful impact through the convergence of research, education and industry. To connect with Office of Overseas Centres, please email ooc@smu.edu.sg
Office of Overseas Centres (Head Office)
KENNETH CHOO
Director, Office of Overseas Centres
As Director of OOC, Kenneth is responsible for establishing and managing SMU’s overseas centres. Kenneth has been involved in the education and international business space for over two decades, based primarily in Singapore and China. He joined Singapore Management University in January 2021 from the Council on International Education Exchange, an American-based organisation, where he served as its Regional Director for Asia-Pacific region and he expanded its regional footprint to 13 centres over a 5-year period including China, Japan, South Korea, Thailand and Australia.
Prior to that, Kenneth held leadership positions in both the public and private sectors. These included country management responsibilities whilst serving at Enterprise Singapore and PSB Academy. He received a Public Service Commission scholarship to study at the National University of Singapore.
Kenneth is married with one child and is a weekend chef.
GREGORY LIM
Senior Associate Director
Gregory has been involved in the education and training industry since 2002 in various capacities. His experience in the industry is attributed from heading business development units in deriving Continuing Education & Training (CET) solutions for corporations, setting up and running of training centre operations, and organising K12 enrichment courses including holiday camps and extra-curricular activities. Before SMU, Gregory headed the Enterprise Partnership team at NUS School of Continuing And Lifelong Education (SCALE) where he helped reach out and secure strategic partnerships with corporate organisations for their workforce training.
Gregory holds a Bachelor of Business (Business Administration)-Pass with Distinction, from the Royal Melbourne Institute of Technology and have completed the Advanced Certificate in Training and Assessment (ACTA) from the Singapore Workforce Development Agency.
CHARLENE TEO
Senior Manager
Charlene brings over two decades of experience in marketing, international business and partnerships, supporting OOC's growth in Asia through market entry and expansion strategies into new overseas locations. Prior to joining OOC, she spent six and a half years at the Lee Kong Chian School of Business where she cultivated partnerships across universities, government bodies, professional associations and corporate entities while managing talent development programs. Before SMU, Charlene held roles spanning sales & marketing, business development and product marketing roles at the Management Development Institute of Singapore, Accton Technology and Creative Technology, covering the Asia-Pacific, Middle East and USA markets. Her diverse experiences equipped her with a profound understanding of international markets, diverse business cultures and the importance of building strategic alliances and partnerships.
Charlene holds a Bachelor of Commerce (Hons) with majors in Marketing and International Business from the University of Tasmania. Outside of work, she enjoys traveling and live band music. An aesthete with a passion for fashion, she expresses her creativity by capturing her culinary creations through food plating and photography.
ANGELA YAK
Office Manager
Before assuming her role at SMU, Angela served as an Admin Manager in a local IT training sector for over a decade. Leading a proficient team of administrative staff, she excelled in ensuring seamless operations and optimizing administrative processes. Angela's expertise extended to liaising with government bodies, where she played a pivotal role in facilitating SkillsFuture courses and securing crucial government funding to drive the organization's mission of empowering individuals with essential tech skills.
Angela is an avid traveler who takes delight in discovering new destinations and immersing herself in various cultures. Through her travels, she cultivates memorable experiences that enrich her life and broaden her perspective on the world.
Overseas Centre (Jakarta)
SHOEB KAGDA
Centre Director
Having spent more than two decades working in Indonesia, Shoeb has seen the country transform from an authoritarian, centralized government to one of the most dynamic democracies in the world and a rapidly expanding economy. Over that time, he has built a strong understanding of Indonesia’s economic and political landscape and developed a wide network of contacts.
As the director of OCJ, SMU’s first Overseas Centre, he is responsible for deepening the university’s engagement and partnerships across the cross-section of Indonesian society including academia, government, and industry.
Shoeb graduated from Indiana University, Bloomington with a double major in Journalism and Political Science. He is also currently the Chairman of the Singapore Chamber of Commerce Indonesia and the founder of the Indonesia Economic Forum, a multi-stakeholder platform that promotes economic and social development.
ASTRID HAZNAM
Assistant Centre Director
Astrid is in charge of the Indonesia market and works closely with the Centre Director of OCJ to facilitate all aspects of daily operations. She also provides support in developing and executing internationalisation strategies in Indonesia, including building connections and relationships with agencies, institutions and universities, and other government and private organisations to enhance SMU’s overall reputation.
Astrid went to Kwik Kian Gie Business School and has more than 15 years of experience in Business Development and Marketing. She started her career with DBS Indonesia then continued to Oil & Gas industry in Indonesia. Before joining SMU, Astrid was a Market Advisor for Singapore Business Federation overseeing the Indonesian market. She helped Singapore SMEs venture into Indonesia market and establish strong relationships with provincial governments, private institutions, and trade associations.
On weekends you can find her baking, conducting dancing classes, and sometimes performing Indonesian traditional dance, especially Balinese dance, on stage.
RIKA KH
Assistant Manager
Although new to the education industry, at SMU, Rika loves collaborating with her talented colleagues who are quickly becoming friends. Rika holds a Business Administration degree. She is also part of Future Females Empowerment Initiatives, a programme that offers funded spot to Indonesia female entrepreneurs building tech-based business and creating impact in their communities.
After living in Denmark, she decided to return to Jakarta and continue her study in Business Law. With her experiences, she hopes to contribute to society and make a difference.
On weekends, you can find her out with family or friends, doing casual runs, travelling, or watching cinema and live music.
Overseas Centre (Bangkok)
CELINE KUOK
Centre Director
In Celine's capacity as the Centre Director of the Overseas Centre Bangkok at Singapore Management University (SMU), she serves as the primary liaison between SMU and Thailand. Her role entails spearheading SMU's vision to become Asia’s Knowledge Gateway by cultivating strategic collaborations between SMU's academic entities and Thailand's diverse educational, corporate, and governmental sectors.
Celine comes with a wealth of knowledge and experience in executive education and strategic partnerships. Before joining SMU, she worked at AIA Group, where she demonstrated her ability to optimize operations and deliver a stellar learning and conferencing experience at the Group’s learning facility in Bangkok. Her role as a leadership programmes architect led her to create impactful initiatives aligned with AIA's corporate strategy. Celine’s tenure at INSEAD showcased her adeptness in ensuring programme relevance and academic rigour for the Tsinghua-INSEAD Executive Master of Business Administration (TIEMBA) programme. She played a crucial role in strengthening the partnership between Tsinghua SEM and INSEAD.
Celine holds a Bachelor of Science in Business from the University of London and have completed the Management Acceleration Programme with INSEAD. She enjoys interacting with professionals from all walks of life and finds pleasure in co-creating customised, integrated solutions that drive organizational success and foster mutually beneficial relationships.
THANAKRIT RATTANANUPAP (MIKE)
Senior Manager
Mike Thanakrit Rattananupap is an international education professional with diverse experiences across international business development, student recruitment and strategic partnerships. He has a genuine passion for international education and enjoys interacting with people at all levels and across cultures.
Mike grew up in Australia since a young age. He completed schooling in Adelaide, graduated with a Bachelor of Commerce majoring in International Business & Accounting from the University of South Australia and holds a Diploma of Business from the Melbourne Institute of Business and Technology.
Mike began working in international education with QCA, a multi-award-winning hospitality college. He also worked for the International House World Organisation and pursued multiple roles in Strategic Advisory and Consulting.
Outside of work, he enjoys cooking, photography and plays badminton as well as basketball.
WIPAWEE PANYOSOOK
Assistant Manager
Based in Thailand, Wipawee Panyosook known as Palm - brings a positive and can-do attitude to any challenge with a background in operations seeking to leverage transferable skills in the education industry. Previously excelled in guest relations and event coordination, demonstrating strong communication, organizational, and problem-solving abilities. Eager to contribute a multitasking and adaptable approach to a dynamic learning environment.
Beyond work, Palm is a passionate content creator and enjoys transforming spaces through home décor. When she unwinds, she loves listening to music and letting her creativity flourish.
Overseas Centre (Ho Chi Minh City)
VIET ANH VU
Centre Director
Viet Anh has been appointed as the Centre Director in Ho Chi Minh City, he closely collaborates with the Office of Overseas Centres to develop SMU's brand, enhance its reputation and contribute to SMU's vision of becoming Asia's Knowledge Gateway.
With over a decade of experience working in higher education between Europe and Asia, Viet Anh began his career as the Community and Project Manager at the World Entrepreneurship Forum, a global think tank dedicated to promoting entrepreneurship. He then served as the Head of Sales for International Graduate Programmes at Emlyon Business School in France, where he successfully developed and launched commercial activities for several new flagship programmes. Prior to joining SMU, he was the Industry Partnership Engagement Lead at the INSEAD Career Development Centre, where he led the expansion of INSEAD’s employer engagement footprint across key markets in APAC.
Viet Anh is also a member of the MBA Career Service and Employer Alliance, a global platform where MNCs and career service professionals exchange best practices and discuss challenges in graduate recruitment. He holds a Master of Science in International Management with a major in European Affairs from IAE School of Management in Lyon, France.
THU THAO HOANG
Assistant Manager
Hoang Thao is currently the Assistant Manager at the SMU Office of Overseas Centre in Ho Chi Minh City. With an education background in Business Marketing from James Cook University of Singapore and a Master of Science in Management from Singapore Management University, Thao brings a humble approach to her role.
Prior to joining SMU, she gained experience in both creative agencies and client organizations, primarily focusing on marketing in the Vietnam market. Thao has also supported education companies in Vietnam by conducting market research and developing marketing strategies. She is committed to continuous growth and collaboration in every endeavor.
Thao is interested in coffee, reading books and travelling when she has time during the weekend. Otherwise, she will be spending time taking care of her cats.