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I’m Rhea Karia, a product leader with 9+ years building digital products and enterprise platforms across travel, retail, loyalty, insurance, HR tech, fashion supply chain, and D2C ventures in APAC. I’ve led both zero-to-one product builds and large-scale enterprise rollouts (Salesforce, ServiceNow, low-code systems), owning discovery, roadmap, delivery, adoption and growth. I thrive on turning ambiguous problems into scalable solutions, partnering with engineering, operations, and frontline teams to design data models, workflows, and go-to-market strategies that deliver measurable business impact. I’ve built and led cross-functional teams, ran discovery and experiments, and guided adoption through PLG and lifecycle marketing.…I’m Rhea Karia, a product leader with 9+ years building digital products and enterprise platforms across travel, retail, loyalty, insurance, HR tech, fashion supply chain, and D2C ventures in APAC. I’ve led both zero-to-one product builds and large-scale enterprise rollouts (Salesforce, ServiceNow, low-code systems), owning discovery, roadmap, delivery, adoption and growth. I thrive on turning ambiguous problems into scalable solutions, partnering with engineering, operations, and frontline teams to design data models, workflows, and go-to-market strategies that deliver measurable business impact. I’ve built and led cross-functional teams, ran discovery and experiments, and guided adoption through PLG and lifecycle marketing.

Rhea Karia

Product Designer, UX Designer, Web Designer, +4

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I’m Rhea Karia, a product leader with 9+ years building digital products and enterprise platforms across travel, retail, loyalty, insurance, HR tech, fashion supply chain, and D2C ventures in APAC. I’ve led both zero-to-one product builds and large-scale enterprise rollouts (Salesforce, ServiceNow, low-code systems), owning discovery, roadmap, delivery, adoption and growth. I thrive on turning ambiguous problems into scalable solutions, partnering with engineering, operations, and frontline teams to design data models, workflows, and go-to-market strategies that deliver measurable business impact. I’ve built and led cross-functional teams, ran discovery and experiments, and guided adoption through PLG and lifecycle marketing.…I’m Rhea Karia, a product leader with 9+ years building digital products and enterprise platforms across travel, retail, loyalty, insurance, HR tech, fashion supply chain, and D2C ventures in APAC. I’ve led both zero-to-one product builds and large-scale enterprise rollouts (Salesforce, ServiceNow, low-code systems), owning discovery, roadmap, delivery, adoption and growth. I thrive on turning ambiguous problems into scalable solutions, partnering with engineering, operations, and frontline teams to design data models, workflows, and go-to-market strategies that deliver measurable business impact. I’ve built and led cross-functional teams, ran discovery and experiments, and guided adoption through PLG and lifecycle marketing.

Available to hire

I’m Rhea Karia, a product leader with 9+ years building digital products and enterprise platforms across travel, retail, loyalty, insurance, HR tech, fashion supply chain, and D2C ventures in APAC. I’ve led both zero-to-one product builds and large-scale enterprise rollouts (Salesforce, ServiceNow, low-code systems), owning discovery, roadmap, delivery, adoption and growth.

I thrive on turning ambiguous problems into scalable solutions, partnering with engineering, operations, and frontline teams to design data models, workflows, and go-to-market strategies that deliver measurable business impact. I’ve built and led cross-functional teams, ran discovery and experiments, and guided adoption through PLG and lifecycle marketing.

Skills

Experience Level

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Intermediate

Intermediate

Intermediate

Language

English

Fluent

Hindi

Fluent

French

Intermediate

Work Experience

Independent Consultant (Product Design Lead) at HSBC Global x MAKE Studios / Wealth Management

January 1, 2026 - March 1, 2026

Redesigned the lead-to-revenue model for HSBC’s affluent and mass-affluent wealth business, redefining data structures, qualification rules, status logic, ownership models, and operational workflows within a new integrated sales platform. Partnered with engineering, frontline staff (RMs and Sales Leaders), and financial advisory teams to align system capabilities, data models, and integration points into a scalable revenue management workflow.

Director of Innovation (Product & Design) at PROJCT Limited / Creative Consultancy

March 1, 2024 - August 1, 2025

Set the vision and led product strategy for Straatos: a blockchain-based carbon marketplace. Defined the platform's core thesis (North Star), MVP scope, go-to-market strategy, roadmap to scale, and commercial model. Rebuilt Chubb's customer engagement architecture (100k+ policyholders), replacing calendar-based batch marketing with a behaviour-driven CRM system built on event triggers, lifecycle logic, and real-time automation across marketing and ops. Led a citywide campaign for Chubb to promote end-of-life planning, generating 4M+ impressions and 10x more leads.

Head of Digital Product, Strategy, and Experience at HERO (EC Healthcare) / Interior Design

July 1, 2021 - July 1, 2023

Partnered with the CEO to identify and prototype a vertical SaaS opportunity within interior design, using HERO as a live testbed. Defined the product thesis and data model (800+ data points per project) to integrate design, client collaboration, project delivery, procurement, and finance. Shipped six low-code platform releases, validating Product-Market Fit and a potential spin-off.

Founder & Creative Director at Lemonayd / Own Venture

June 1, 2022 - Present

Built a D2C learning brand by identifying a gap in group-based, cost-effective soft-skills training and delivering phygital products. Took flagship games from concept to production to distribution, and ran paid + organic growth experiments, reducing CPC by 6x and CPA by 50%. Built partnerships and visibility through major HK communities and events (TEDx, HKUST, Toastmasters).

Founder & Managing Director at Brainsquad / Own Venture

July 1, 2021 - Present

Built a sprint-based consultancy offering fractional CxO support across Product, Design, Marketing, Growth, and BizOps. Scaled delivery to 8 clients with a team of 11 consultants; led end-to-end client work from strategy to delivery and acted as the accountable owner from brief to execution.

Product Lead at Li & Fung / Apparel Supply Chain

November 1, 2019 - July 1, 2021

Founding member of Li & Fung’s internal venture studio, building three zero-to-one B2B products (Collabor8, Unifi3d, Make the Dot). Led discovery, validation, roadmaps, launches, and PLG-driven adoption; directed multiple engineering squads and vendors and managed release planning and DevOps coordination.

Senior Experience Designer & Product Owner at IBM / Global Consulting

August 1, 2016 - November 1, 2019

Led product discovery, system design, and enterprise delivery across large-scale transformations in insurance, aviation, retail, and healthcare. Served as Product Owner for DFS Customer 360 (Salesforce), overseeing backlog, sprint readiness, and global rollout; redesigned Asia Miles’ flight redemption experience (41+ flows) achieving 79% growth in daily online bookings and 10x upsell conversions.

Consultant at IBM / Global Consulting

June 1, 2015 - August 1, 2015

Identified airline-sector whitespace opportunities and built an account development framework to support renewal of a major client contract.

Consultant at HKTDC / Global Trade

January 1, 2015 - May 1, 2015

Developed digital growth strategies to strengthen synergy between offline trade fairs and online marketplace adoption in Hong Kong’s B2B sector.

Investment Research at Oddup / Venture Capital

December 1, 2014 - December 31, 2014

Conducted market and competitive analysis on India’s fintech sector and presented investment recommendations.

Global Product Management at JBL + Harman Kardon / Consumer Electronics

June 1, 2014 - August 1, 2014

Developed concept, roadmap and financial model for a holographic home-audio device, including BOM, supplier reviews, and distributor pitches.

Consultant at JBL + Harman Kardon / Consumer Electronics

January 1, 2014 - May 1, 2014

Designed a thematic, scalable POS system to drive last-mile conversion, balancing budget, retail constraints and brand positioning; awarded Best POS Strategy by Harman.

Founder & Creative Director at Lemonayd

June 1, 2022 - Present

Built a D2C learning brand by spotting a gap in group-based, cost-effective soft-skills training and turning it into 'phygital' products. Took two flagship games (PITCH, NEGOTIATE) from concept to production to distribution (game design, research, manufacturing, packaging, and e-comm). Ran paid + organic growth and funnel experiments, cutting CPC by 6× and CPA by 50%. Drove partnerships and visibility through major HK communities and events (incl. TEDx, HKUST, Toastmasters).

Founder & Managing Director at Brainsquad

July 1, 2021 - Present

Built a sprint-based consultancy offering fractional CxO support across Product, Design, Marketing, Growth, and BizOps. Scaled delivery across 8 clients by building and leading a team of 11 consultants. Led end-to-end client work across strategy → execution (roadmaps/backlogs, UX architecture, and growth work), acting as the accountable owner from brief to delivery.

Education

Dual-Degree in Technology and Management, BEng (Electronic Engineering) + BBA (Business Management) at Hong Kong University of Science & Technology

January 11, 2030 - March 10, 2026

Dual-Degree in Technology and Management, BEng (Electronic Engineering) + BBA (Business Management) at Hong Kong University of Science & Technology

January 11, 2030 - January 1, 2016

Qualifications

Best user-experience, Best app; Best mobile-based launch, Best e-commerce solution (MobEx design awards for Asia Miles)

January 1, 2019 - March 10, 2026

Certified IBM Design Thinking advocate, collaborator, and practitioner

January 1, 2017 - March 10, 2026

Certified Salesforce platform developer

January 1, 2017 - March 10, 2026

Valedictorian, HKUST School of Engineering

January 1, 2016 - March 10, 2026

Winner of the high-tech innovation and entrepreneurship award, HKUST

January 1, 2016 - March 10, 2026

Best Student Consultant, awarded by IBM and HKTDC (Hong Kong Trade Development Council)

January 1, 2015 - March 10, 2026

Best Point-of-Sale strategy and design, awarded by JBL and Harman International

January 1, 2013 - March 10, 2026

MobEx design awards for Asia Miles – Best user experience, Best app, Best mobile-based launch, Best e-commerce solution

January 1, 2019 - March 10, 2026

Certified IBM Design Thinking advocate, collaborator, and practitioner

January 1, 2017 - March 10, 2026

Certified Salesforce platform developer

January 1, 2017 - March 10, 2026

Valedictorian, HKUST School of Engineering

January 1, 2016 - March 10, 2026

Winner of the high-tech innovation and entrepreneurship award, HKUST

January 1, 2016 - March 10, 2026

Best Student Consultant, awarded by IBM and HKTDC (Hong Kong Trade Development Council)

January 1, 2015 - March 10, 2026

Best Point-of-Sale strategy and design, JBL + Harman

January 1, 2013 - March 10, 2026

Industry Experience

Computers & Electronics, Consumer Goods, Gaming, Healthcare, Professional Services, Retail, Software & Internet, Financial Services, Media & Entertainment, Travel & Hospitality, Manufacturing, Education