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Catherine Chai 

Vice President, BBA 1992 

Catherine is the founder and Managing Director of Broc Consulting, a consulting firm established in 2008 that specialises in Brand Strategy and Learning & Development.

She has over 20 years of experience in brand strategy, customer experience, workplace learning, training, facilitation and coaching. She is the author of ‘From Bland to Brand – The Essential Branding Handbook for Asian Businesses. She started her career in brand management roles in MNC before entering the consulting industry. 

Catherine is a Certified Practising Management Consultant, an ACTA-certified trainer, and a Certified ACC Coach by the International Coaching Federation. She currently coaches leaders of Fortune 1000 companies.

Catherine has been a skill-based volunteer since 2012. She works with NGOs and VWOs in a myriad of projects such as rebranding exercise, culture alignment, team building and leadership training, to name a few. 


NUS Business School Alumni Association

National University of Singapore  c/o NUS Business School Alumni Office (BIZAlum),

Mochtar Riady Building Level 1, BIZ1-2,15 Kent Ridge Drive, Singapore 119245


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