About CrossLink Asia

CrossLink is an execution-led advisory and transformation firm operating across Australia and Southeast Asia.

We work alongside business owners, executives and investors to accelerate growth, improve performance and deliver complex transformation initiatives.

Our expertise spans commercial execution, operational excellence, technology transformation and AI-enabled business improvement.

Rather than providing recommendations alone, we focus on turning strategy into measurable outcomes through hands-on leadership, disciplined execution and practical implementation.

From growth initiatives and operating model redesign through to technology assessments and business transformation programs, CrossLink brings together commercial, operational and technology expertise to solve complex business challenges.

Our Mission

To accelerate growth, improve performance and deliver transformation through stronger execution, better operating models and effective use of technology.

We believe growth is rarely constrained by ambition or strategy alone. More often, it is constrained by execution.

CrossLink combines commercial leadership, operational expertise and technology capability to deliver measurable business outcomes.

At the centre of our approach are four principles:

Execution over advice — we work alongside clients to deliver outcomes, not reports.
Senior-led — principals drive engagements. No hand-offs to junior teams.
Commercial and operational — we connect strategy to the systems, people and processes that make it work.
Built for Asia and Australia — on-the-ground presence and local market knowledge across both regions.

Who we work with

We partner with:

Growth-focused businesses seeking to accelerate commercial performance
Leadership teams driving transformation and organisational change
Businesses adopting AI and new technologies to improve capability and efficiency
Investors requiring independent commercial, operational or technology assessment
Australian businesses expanding into Southeast Asia
Southeast Asian businesses scaling across the region and into Australia

Meet the Leaderhsip Team

Dedication. Expertise. Passion.

CrossLink combines core leadership with a trusted ecosystem of specialist advisors, operators and subject matter experts.

Our network includes experienced commercial leaders, technology specialists, transformation practitioners, operational experts and industry advisors who are engaged based on the needs of each client and engagement.

This model enables CrossLink to assemble the right expertise for every challenge while maintaining the agility, accountability and senior-level involvement of a boutique advisory firm.

Rather than relying on large teams of junior consultants, clients gain direct access to experienced practitioners who have led growth, transformation and execution initiatives across Australia and Southeast Asia.

Founder

Hayo Jongejans

Hayo Jongejans is the Founder and CEO of CrossLink Asia. He specialises in turning strategic ambition into operational reality, particularly in Southeast Asia and Australia.

With more than 15 years of experience in operational excellence, digital transformation, and go-to-market execution, Hayo has led complex market entry, transformation, and scaling programs across Australia and Southeast Asia. His work spans FMCG, food and beverage, Aerospace, financial services, and heavy asset industries, with deep expertise in regulatory navigation, product localisation, pricing strategy, supply chain optimisation and early-stage scale. Hayo has proven skillset in designing and deploying AI-enabled workflows end-to-end, translating business requirements into integrated systems that automate execution, accelerate go-to-market, and deliver measurable operational and commercial impact.

Prior to founding CrossLink Asia, Hayo held senior consulting roles at leading global firms, where he led multi-million-dollar transformation engagements for multinational and private-equity-backed businesses, delivering sustained EBITDA impact.

Director Technology & Architecture

David Reid

David is senior technology and transformation leader with 25+ years delivering global system implementations, enterprise platform modernisation, and large-scale digital transformation across Asia, the Middle East, Europe, and the UK.

Former Senior Consultant at Amazon Web Services, advising enterprises on SaaS product strategy, cloud migration, and the build-out of high-performing SaaS engineering organisations.

Recognised for evaluating SaaS product maturity, scalability, security posture, data governance, and commercial viability. A long-standing contributor to the evolution of banking technology—from monolithic systems to microservice-based, API-driven digital platforms—with multiple industry firsts in real-time trading, digital onboarding, and cloud-enabled financial services.

Director Asia Markets

Regina Tan

Gina is a regional business development and market coordination leader supporting cross-border commercial expansion initiatives across Southeast Asia, with proven Singapore and Malaysia expertise.

Her experience spans business development, commercial coordination, and market activation across emerging consumer and sustainability-focused ventures. Gina established and launched a biofuel business focused on converting cooking oil waste into commercial fuel solutions and has supported front-end sales, marketing, and commercial coordination activities across CrossLink Asia initiatives.

She also led the launch concept for a premium pet food bakery business in Vietnam and has managed cross-functional stakeholder coordination across commercial, operational, and technology teams.

At CrossLink Asia, Gina supports regional market engagement, commercial coordination, partner development, and execution support across Southeast Asia.

Commercial Strategy and GTM Advisor

Huub van den Brok

Huub is a senior APAC commercial and go-to-market leader with deep experience scaling complex enterprise businesses across Asia Pacific. Based in Singapore, Huub has led regional commercial strategy, strategic accounts, and market expansion initiatives across high-growth and multinational environments.

His experience includes leading major commercial engagements across Southeast Asia, including Philips’ largest-ever cardiovascular imaging deal in Indonesia (~€400M), alongside broader APAC growth and transformation initiatives spanning Singapore, Indonesia, and wider regional markets.

At CrossLink Asia, Huub supports market expansion strategy, commercial operating models, investment case development, and go-to-market execution across Southeast Asia.