Bain & Company names new SEA managing partner

Global marketing consultancy Bain & Company has named Wade Cruse as managing partner for the firm’s Southeast Asia region. Cruse will be based in Singapore and succeeds Jean-Pierre Felenbok, who has been in the role since 2019.With over 25 years of experience, Cruse (pictured) will be responsible for leading the firms continued success in the region and will focus on client relationships. This includes leading the next generation of Bain’s client leaders and “pursuing the firm’s mission of achieving new heights for its clients” said the company in a press release statement. 

Cruse was most recently head of Bain & Company’s customer practice in APAC, where he led a wide range of customer related topics including B2B commercial excellence, the Net Promotor System, and Bain’s proprietary “Simple and Digital” solution. He has been with the company since 2005 and has primarily worked in Southeast Asia, with several years also spent in the London office. Cruse’s experience also extends to other major markets such as the US, China, India, Japan, Australia and the Middle East.

Regional managing partner for APAC, Satish Shankar, said “Cruse is an exceptional servant leader and is someone who puts others first, including our people and clients. He is well respected within the firm and I’m delighted that he has been appointed as leader for one of our most important growth regions.”

“Southeast Asia is going through one of the most exciting and dynamic periods of growth. I am excited to work with our team to support our clients in achieving their full potential and to help them manage through the flurry of disruptions impacting their industries and the region,” added Cruse.

On his new leadership role, Cruse said he is “extremely grateful and honoured to be taking on this role from Felenbok,” citing the latter to be as an esteemed client leader who has built a strong culture of client and people excellence in the SEA, who has strengthened the company’s overall portfolio. The firm experienced strong growth in Southeast Asia under Felenbok’s leadership, including the expansion of Bain’s client footprint in Philippines and Vietnam. Felenbok will move onto taking on the role of advisory partner in Bain, as part of the firm’s rotating leadership model.

Cruse will also help Bain & Company’s client teams to navigate future market developments and increase its footprint in the region, and help lead in important domains such as ESG and digital. According to the company, Southeast Asia has potential for big impact on environmental issues and could experience around US$75 billion in annual economic opportunities in retail, healthcare and education combined, should it make sustainability a priority.

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