Creating value with purpose

Making Intent Real

Heidi Gempel

Managing Partner and Founder of HGE International.

Heidi is an expert for Revenue Management, Sales & Marketing and Hotel Distribution across Asia Pacific, Indian Ocean, Middle East and Africa with 15 years experience.

Her expertise includes the technical aspects of customising Revenue Management and Hotel Distribution systems, as well as the organisational & cultural set up of Revenue Management within an organisation.

Heidi has a deep conviction that understanding & applying the purpose and identity of a person/department/organisation builds and sustains successful companies, its services and financial targets.


She is passionate about creating value with purpose for her clients, building internal capability that allow intentions to become reality around the concepts of Innovation and Design Thinking.

She founded HGE International in 2010 and the company has since served ExxonMobil Asia Pacific, Changi Cove Hotel, Loama Maamigili Development, The Okura Hotel Bangkok, and others to apply Design Thinking methodology and Innovation concepts to ensure continuous revenue growth.

She also conducts training for Sales & Marketing and Revenue Management teams and facilitates revenue strategy workshop for leadership teams.


Heidi also is a project manager/facilitator of the HSMAI Revenue Management Advisory Board Asia Pacific. The Advisory Board guides HSMAI’s strategic direction as it relates to the Revenue Management discipline, resulting in education programmes, special resources and insights that are specific to the Asia Pacific region.

The Advisory Board is made up of senior level experts from across the region. The Board is committed to build community and connect with members across the geographic boundaries, to ensure that the Revenue Management function maintains and improves its relevance to an organisation and continues to create true value for the industry.

Membership of the Advisory Board is by invitation only and each member agrees to volunteer regularly and with hands-on involvement for a 2-year appointment.



Patrick Joseph

Managing Partner - is an experienced Design Thinking Facilitator and Design Mentor in Singapore. He loves to combine individual talent and gifting with business opportunities to build successful and sustainable companies. He is passionate about the strategic planning & definition of core values that build an organisation.  His practical and hands-on approach is the key to his problem solving ability.

Patrick has over 10 years working experience in senior management roles in SMEs and start up companies in Malaysia and Singapore. Prior to joining the world of SMEs, he worked for multi national companies such as KPMG and Sunguard and MIMB, a leading investment bank in Malaysia. Patrick holds a Master of Applied Finance from University of Adelaide, Australia and an MBA from Charles Strut University, Australia.


Friends & Partners

Geraldine Lim

Mediator – was a business owner of a local SME for 7 years before joining HGE International. She has extensive experience in managing and running the day-to-day operation of a retail firm. She has first hand knowledge of the common struggles and issues that SMEs face on a daily basis. Her experience also includes personal and corporate finance, having worked as a certified financial planner with Prudential from 2000 to 2007. Geraldine worked in Debis (subsidiary of Daimler Chrysler) and as the Department Head of the credit and marketing department in DBS Finance. During her stint at DBS Finance, she led a team that was responsible for assessing and extending corporate loans to SMEs in the area of financing their purchase for equipment and machinery.

Caroline Chan

Caroline Chan’s area of specialization is Integrated Communications with a focus in Branding and Marketing. Her knowledge, skills and experience have been developed over a period of more than 15 years primarily through her participation in three key industries namely Information Communication Technology, Education and most recently the Financial Services sector.

Her key competencies are defining communications strategy, marketing communications, brand development, brand management and activation, digital campaigns, ground events, lead & demand generation, market intelligence and engagement initiatives with accountability for ROI as well as sales targets.

She had the opportunity to strategise, implement and execute exercises involving a full range of Marketing initiatives directed at mass as well as specific consumer segments, corporate bodies and various stakeholder parties.

Her accomplishments include project management of the successful re-branding exercise of 3 leading Malaysian corporations, namely – Celcom (M)) Berhad, AmBank (M) Berhad & AmInvestment Bank Berhad as well as serving as Communications lead for the Association of Banks Malaysia (ABN) in implementing an effective Nationwide Credit Card Education Campaign focussed on its responsible usage in response to a mandate set by the Central Bank of Malaysia.