Khoo Cheewee

Khoo Cheewee currently serves as the South East Asia Country Manager at PSM International, where he leverages his extensive entrepreneurial background and strategic expertise to drive regional growth and operational excellence. In this pivotal role, Khoo oversees the full P&L responsibilities for the Southeast Asia markets, including sales, marketing, and supply chain management, ensuring alignment with the company's global vision. His deep understanding of the automotive and electronics industries, particularly within Thailand, Malaysia, and Singapore, positions him as a key driver of innovation and product development tailored to regional needs.

Khoo’s leadership has been instrumental in executing high-impact projects such as the launch of cutting-edge automotive electronic components and integrated solutions that meet the evolving demands of the Southeast Asian automotive sector. His strategic planning and business development skills have enabled PSM International to penetrate new markets, optimize operational efficiencies, and enhance product competitiveness. Notably, his ability to manage complex projects with a focus on engineering excellence and market insights has resulted in significant business turnaround initiatives, achieving 10% sales growth and 80% EBITA within just 12 months.

With a keen eye for competitive strategies and product management, Khoo continuously drives innovation in product requirements and go-to-market strategies, ensuring PSM International remains at the forefront of industry trends. His expertise in project management, strategic planning, and business insights underscores his capacity to lead cross-functional teams and deliver sustainable growth in a highly competitive environment. Through his leadership, Khoo Cheewee exemplifies a results-oriented approach that combines technical acumen with strategic foresight, positioning PSM International as a formidable player in Southeast Asia’s automotive and electronics landscape.