When Leong Kah Seng stepped onto the convocation stage in 2025, it marked more than the completion of a postgraduate degree. It reflected a turning point in how he leads, thinks, and drives impact in his role.
As Area Manager for the Southern region at The Italian Baker Sdn Bhd, Leong oversees sales performance across Johor, Malacca, Negeri Sembilan, and Pahang. His responsibilities span the full spectrum of market execution—from ensuring product availability and visibility to managing pricing strategies, trade promotions, and cost efficiencies.
With 17 years of experience in the FMCG industry, Leong, 37, brings a depth of perspective into this role. Yet, as he reflects, the way he approaches his responsibilities today has evolved significantly.
“I was a believer in delivering results on my own. Now, I’ve shifted to becoming a leader who is more strategic, data-driven, and empowering.”
That transformation took shape through his journey in Wawasan Open University’s (WOU) Commonwealth Executive MBA (CEMBA) programme. Through structured learning and exchanges with faculty and peers, Leong began to rethink leadership not as individual output, but as the ability to build systems and develop people.
“It is more crucial to develop a system and structure to empower the workforce. I’ve learned to step back, delegate, and coach my team to make data-driven decisions. This gives me the space to think more strategically.”
This shift is also evident in how he now approaches problem-solving. Where challenges were once addressed at a surface level, Leong now takes a broader, more analytical view.
“Instead of analysing just the issue, I now look at multiple factors—competitor activities, consumer behaviour shifts, retail landscape changes, and more—before deriving solutions,” he says.
The impact of this transformation has not gone unnoticed. According to Michael Ma, National Sales Manager, Leong’s growth is visible in how he leads and develops his team. He notes that another Area Manager, Wong Chih Hon, who also completed the CEMBA, has demonstrated similar progress.
“They’re not just contributing in terms of output. You can see it in their thinking skills, in their leadership, and in how they bring their teams along to grow together with them,” he says.
“It puts them ahead of the game. They’re better equipped now—not just to perform, but to guide their teams.”
Balancing the demands of a regional leadership role with postgraduate study was not without its challenges. The past two years required discipline, careful time management, and the ability to prioritise consistently.
“Everyone has the same 24 hours. It comes down to how you plan your time and stay disciplined,” Leong reflects.
He also credits the support around him for helping him stay the course.
“I’m grateful for the encouragement from my company, colleagues, lecturers, classmates, and especially my family. Their understanding and support carried me through the journey.”
Today, Leong returns to his role with a clearer structure to how he leads—focusing not only on delivering results, but on building capability within his team and contributing more strategically to the organisation.
“The CEMBA has transformed me into a more strategic and influential leader, with a strong emphasis on alignment, team development, and data-driven decision-making.”