2024 Judge's Profile

Datin Sri Linda Chen

Marketing & Communications Director

Bonia & Braun Büffel

Datin Sri Linda Chen was born in Malaysia and raised in Singapore before graduating in the year 2006 with a Bachelor of Commerce (Marketing and Management) from Monash University in Melbourne, Australia. In 2009, she joined Bonia Group as a brand manager for Carlo Rino Singapore, where her efforts helped to turn the fashion brand into a profit-making company within 3 years.

In 2013, she moved back to Malaysia and created Madame Waffle, a new F&B brand that was able to expand into 8 outlets within 4 years in top shopping malls in Malaysia. She was later given an opportunity to return to Bonia Group to rebuild a new marketing and communications team for BONIA and was appointed as Marketing & Communications Director in 2019.

Throughout her 4 years within the company, she has helped improve brand perception and reinforce BONIA’s brand identity by repositioning the brand from a matured demographic audience to one that speaks to the younger generation. She has also played an integral part in the development and improvement of product design that are relevant within the new markets.

Under her leadership, she now oversees all marketing and communication activities for BONIA and Braun Büffel, which includes more than 150 points of sales globally.

Her recent achievements include rebranding BONIA from a well-known leather brand to a lifestyle brand, with an increase of e-Commerce sales, reach and impressions by 200% within 1.5 years via a forward-thinking digital marketing strategy.

In her free time, she enjoys playing tennis and reading books.