Cross-industry partnerships · Kuala Lumpur

I pair brands that have no business being in the same room.

Then I build the commercial structure that makes it ship: who pays whom, how the offer reaches a customer, and how both sides settle.

Alex LuOpen to conversations
7+
Years in BD & partnerships
6
Markets worked across
12+
Brands paired across sectors
3
Telcos on carrier billing
Telekom MalaysiaWatsonsPrasarana · MyRapidIndosat IM3LazadaMaxisU MobileCelcomDigiRev Media GroupCoffeeBotTop Glove

Partnerships structured and launched in-role at Oneverse Technology and Lazada Group

How it holds together

Signing the deal is just the start.

Most cross-industry collaborations die after the handshake, not before it. Four things decide whether one actually ships.

01
Fit

Close enough to make sense, far enough not to compete

Audience overlap without product overlap. Get the adjacency wrong and you've either built a confusing offer or armed a rival.

02
Structure

Who pays whom, and in what

Barter, revenue share, cost per action, or a flat fee. The side with more to gain funds the gap. Deciding this late is how partnerships stall.

03
Plumbing

The offer has to physically reach someone

Codes, QR, in-app vouchers, tracking, and a data boundary both legal teams will sign. Marketing assumes this exists. Engineering knows it doesn't.

04
Settlement

The unglamorous part that decides renewal

Billed on issuance or redemption, who keeps the unclaimed value, and one number both sides trust. Get it wrong and round two never happens.

This is the checklist I run before anyone signs. Want it run on a partnership you're considering?

Send me the idea
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Got a brand in mind that
sounds like a bad idea?

Those are usually the good ones. Tell me who you've been trying to reach.

Kuala Lumpur, GMT+8First call over coffee if you're in KL
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