Tai joined Astro in November 2022 as Chief Sales and Marketing Officer and was redesignated as Chief Commercial Officer (CCO) in July 2026. He leads the organisation’s core revenue streams across consumer and enterprise portfolios as well as the advertising business through the Astro Media Sales (AMS) team. In his role as CCO, Tai is focused on driving sustainable growth by holistically leveraging Astro’s platform to create products and solutions to deliver value for customers and partners.

Prior to joining Astro, Tai was Maxis’ Head of Brand & Marketing, where his scope extended beyond marketing to innovation and solution partnerships. Before that, he held P&L and operational responsibilities for developing the home broadband and fibre business in his role as Head of Integrated Services.

Tai also held leadership roles in the advertising industry across Singapore and Malaysia, notably in the DDB Group and Leo Burnett.