About

The experience behind the work.

I’m Adrian Watkins, a commercial and operating leader based in Singapore, with 25 years of experience across Asia, Europe and the US.

I bring people, products and processes together to turn strategy into execution and create the conditions for businesses to grow.

Adrian Watkins moderating an Ortus Club executive roundtable in Singapore. — Exchanging perspectives at an Ortus Club executive roundtable. Singapore.

Commercial leadership
Building businesses
Governance that enables progress

Leading across markets.

I lead commercial operations and governance across SQREEM Technologies. My remit brings together commercial priorities, operational delivery and the decisions that support growth across regions.

That has included sourcing the TotallyAwesome acquisition, helping broker the deal and leading commercial and operational integration. The wider work brought three businesses together within SQREEM Technologies, harmonising people, products, processes and compliance practices to support efficiencies, revenue growth and expansion, including into the US.

In the second half of 2026, I was also appointed the Data Protection Officer (DPO), formalising work I had been carrying out over the preceding year. It complements my wider leadership responsibilities, translating privacy requirements across jurisdictions into practical product, commercial and operating decisions.

Adrian Watkins with the SQREEM Technologies team in front of a SQREEM banner. — With the SQREEM Technologies team. Singapore.

How I lead.

I believe people do their best work when they understand the direction, their responsibilities and how their contribution matters.

I bring teams together around shared priorities and stay involved as plans become delivery. Across markets, I look for the right balance between a consistent operating approach and local judgement, recognising differences in commercial expectations, regulation and working culture.

Governance is part of that approach. Done well, it gives people the clarity and confidence to move forward and helps anticipate issues before they become costly.

That thinking also informs EDGE, the framework I created to help people turn knowledge, experience and insight into action.

Career highlights.

One

Commercial transformation and fundraising.

At Tickled Media, now The ParentInc, I reported to the CEO and board and led approximately 100 people across presales, sales, product, delivery, studio, insights and technology. I brought those functions together around Brand Solutions, simplified the product offering and aligned sales and delivery incentives around work that clients valued and teams could deliver consistently. Alongside ongoing coaching, those changes helped drive 55% year-on-year company revenue growth.

I also co-led the Series C fundraising process with the CEO and founder, working with prospective investors, presenting commercial performance to Fosun and JD.com, and preparing teams across markets to explain their results, forecasts and growth plans.

Two

Making new commercial ideas work.

At AdColony, subsequently Digital Turbine, I helped reposition the regional business around gaming marketing. I co-led the strategy and mechanics for Unilever Closeup’s Mobile Legends: Bang Bang campaign, which launched in the Philippines and expanded across multiple Southeast Asian markets. My responsibilities included negotiations with the media agency, Moonton and Unilever, bringing together IP permissions, commercial terms and practical protections for delivery.

Three

International expansion and integration.

At FOX and IGN Entertainment, I developed the commercial case for international expansion through owned operations, partnerships and franchises. Markets outside North America and Australia grew from approximately 1% to 10% of IGN’s global revenue within 12 months.

I co-led the acquisition of GIGA.de and ran the German business through the integration of editorial, technology, sales and monetisation capabilities. That included launching IGN Germany at Gamescom and establishing localised publishing and advertising capabilities that supported regional campaigns sold from London.

Read the IGN case study

Four

Building a business through to exit.

I co-owned DigiReward and led its UK operation, developing partnerships with Warner Bros, cinema chains and Tesco Clubcard. Together with the mainland Europe operation led by my co-owner, we grew the business to more than 60 international clients and an annual revenue run rate exceeding £1 million within 12 months. We co-led its sale to an adtech company within two years.

Five

A foundation in commercial partnerships and reusable platforms.

At Virgin Media, I secured multi-year partnerships worth several million pounds annually ahead of the new website launch. Earlier, I helped launch VisitLondon.com and then brought that experience to CIPD, commissioning a reusable content management system and training staff to work digitally. Replacing repeated bespoke builds delivered £1 million in realised annual savings at CIPD.

That experience continues to inform how I build today: understand what people need, create a foundation that can be reused, and make sure the organisation can put it to work.

What I build.

I enjoy taking an idea through to something people can use.

Through democratising.ai, I have built a portfolio of publications, data services and practical tools powered by DARE, my shared publishing and data platform. DARE stands for Data, AI, Research and Execution.

It brings together data collection, publishing, source checks and monitoring. Continuing to improve that foundation lets me apply learning across the portfolio while adapting each service to its audience.

In Singapore, that includes Urban Dog Owner and services such as PayLine, COEwatch and DueDate. Across the wider region and beyond, AIinASIA, AIinArabia and AIinEurope bring local context to developments in technology and business.

EDGE connects another part of that work: a framework for clearer thinking, better decisions and effective execution, supported by tools that help people explore, prepare and reflect.

Building these services keeps me close to the practical decisions behind a product, from its purpose and audience to how it operates and improves.

Singapore is home.

Singapore is where I live, work and contribute. My ambition is to make everyday decisions a little easier to navigate, starting with the place I call home.

That takes different forms: helping students develop their ideas, working with founders, bringing business leaders into conversation and building useful information services for people and local businesses.

Recent contributions include student mentoring through SDG Open Hack, founder workshops with the National Library Board and BlackStorm Group, and executive moderation with the Ortus Club.

I also support founders through regional programmes and have recently been appointed a mentor with the ASEAN Foundation’s ASEAN SOAR Together programme. Those relationships extend my contribution beyond Singapore and bring different perspectives back into my work here.

My contribution in Singapore Speaking and conversations

A commercial and operating perspective for boards.

I bring experience of growing businesses, integrating acquisitions and leading across markets, together with a practical understanding of technology and data governance.

That perspective is useful when a board is considering expansion, the quality of revenue, a partnership or acquisition, or the operating implications of a strategic decision. I connect commercial ambition with the people, capabilities and accountability needed to deliver it.

My work across Asia, Europe and the US has reinforced the importance of informed local judgement within a clear overall direction. Alongside my executive remit, my data protection responsibilities keep me close to the changing expectations around how technology businesses use information.

I welcome conversations about non-executive director (NED) and advisory roles where that experience could contribute, with scope and time commitments shaped around the organisation’s needs and my executive responsibilities.

Start a conversation

Beyond work.

Music, reading and football are regular parts of my life. I enjoy ideas that give me a different perspective, whether they come from a book, a podcast or a conversation.

I’m a Manchester United fan, although that loyalty does not always make selecting my Fantasy football team straightforward.

What colleagues and clients say.

His vision for integrating technology with business processes is both forward-thinking and practical, making him an invaluable asset to any team.

Paddy TanCollaborator · 16 March 2025Read on LinkedIn ↗

Under his guidance, the company experienced significant revenue growth year-on-year by optimizing margins, securing new trading agreements, and implementing a dynamic pricing strategy.

Kieu NguyenWorked with Adrian on the same team · 18 March 2024Read on LinkedIn ↗

He understands the region very well, and he has a unique talent for uncovering business solutions consistently, through a blend of local sensibilities and a clear vision for what's really required.

Pete MitchellClient · 7 April 2020Read on LinkedIn ↗

Let’s connect.

I welcome conversations with people leading teams, building businesses and putting ideas into practice.

For mentoring, guest sessions, speaking or a shared interest, I’d be glad to hear from you.

Get in touch View my executive CV Connect on LinkedIn