A decade at Tech in Asia: Susi and Regina’s excellent adventure

Change is a key feature of the tech and startup world. Stories of dramatic pivots that lead to game-changing breakthroughs are great sources of inspiration for many.

But not all change needs to be instantaneous. Evolution, by definition, is a gradual process.

Testament to this is Tech in Asia’s transformation. Founded in 2010, the company has undergone a series of incremental yet impactful changes.

Two people who have been around to witness and be part of a significant portion of this evolution are Susi Susanti and Regina Lin.

There’s almost two decades of experience at TIA between Susi (L) and Regina (R). / Photo credit: Tech in Asia

“We’re always doing new things, like coming up with new products or customizing packages for clients,” says Regina, who’s been with the firm for nine years and currently serves as an account manager.

“It’s never boring working in Tech in Asia.”

Leaps of faith

Regina’s time at the company began with a new initiative in 2015. Initially joining the events team, she was brought in to oversee the Campus Visit series. This involved going to Singapore schools with entrepreneurship programs and networking with communities to spread the word about Tech in Asia. The goal was to inspire a new generation of individuals to get into tech and startups.

The parallels between the firm’s and Regina’s undertakings at the time are fun to draw, as that period provided a vital learning opportunity for both.

“Initially, I had no idea about startups – zero knowledge,” she admits. “But the industry and the team at Tech in Asia seemed very vibrant, so I gave it a shot.”

For Susi, it was her interest in current affairs and Tech in Asia Indonesia’s reputation as “the go-to source of news for the budding startup scene” that encouraged her to join the company, where she has worked for the last 10 years.

“I moved from my hometown to Jakarta within a week of getting the offer, joining initially as a graphic designer for the newsroom,” the Sumatran native recounts.

Susi’s responsibilities eventually expanded to include designing the look and feel of many editions of the company’s flagship conference.

If it wasn’t obvious from the photo quality, this is an old photo. Susi is at top-right, while Regina is in the middle, right under the sign. / Photo credit: Susi Susanti

In her third year at Tech in Asia, she was offered the chance to move to Singapore to work more closely with the international team.

“I thought, ‘Why not?’ It opened more opportunities and connections for me,” she says.

Across her decade at the firm, Susi has been with several teams, providing support in the newsroom and at events and even doing client work. Currently, she’s the design lead in the creative team. This puts her under Studios – the client-facing side of the business – but she continues to help with design and production tasks for events.

Riding with the flow of change

Regina made the leap from events to account management in 2022, as she wished to engage more directly with clients. It was a change that felt natural – she already had experience liaising with clients for branded events and conference deliverables.

“I could draw on my experience to advise clients on how they might want to maximize their event presence,” she says. “I was also quite familiar with our content solutions and products, so the transition on that front was also smooth.”

Regina in action at Saigon Summit 2024. / Photo credit: Tech in Asia

However, these changes weren’t just about shifting or expanding roles for Regina and Susi. They’ve both had front-row seats to see how clients themselves have transformed over the years, both in terms of profile and needs.

“Before, clients were mainly very tech-focused companies, like Google Cloud or Amazon Web Services. We still work with those kinds of clients, of course, but now also see more corporates,” Susi says.

Regina concurs, adding that the growing ubiquity of tech means that even traditional firms now see the importance of forging fresh connections and reaching new audiences to keep growing. She adds that emphasis on the return on investment, particularly for event sponsorships, is greater now than ever.

“Clients are now OK with doing smaller-scale events if it means bringing in a crowd that fits their specific target profile,” Regina explains. “We’ve adapted and learned how to organize and market events of a premium and exclusive nature.”

This means considering different kinds of venues and event formats – ones that could cultivate the desired atmosphere to entice the client’s target audience to attend.

For Regina, one of the milestone events is the 2019 edition of SYNC. Held at Capella Singapore, an upscale hotel located on Sentosa Island, the closed-door and invite-only gathering had only 100 attendees composed of leaders in different industries. It also featured an impressive roster of speakers, including Sea Group’s Forrest Li. She asserts its success “gave us the confidence that we can put on conferences of this prestige level.”

Marquee names amid an exclusive guest list at SYNC. / Photo credit: Tech in Asia

“Generally speaking, we’ve expanded our capabilities to attract and speak to not just founders of scrappy startups, but also to the C-suite of big tech companies,” Regina affirms.

On Susi’s end, design preferences have also evolved. In fact, experimenting with various styles and introducing interactivity have proven popular with clients. She’s also had the opportunity to personally work with data visualization and even dabble in a bit of writing.

According to Susi, she finds the data part, including gathering and visualizing it, “fascinating.”

One project she is particularly proud of is a collaboration with Seek Asia. She had to combine her diverse skills to come up with fresh styles, interactive elements, and effective data visualization for the project.

Just one slide from an interactive deck – check out the full project here. / Photo credit: Tech in Asia

Looking back and ahead

When asked to share any notable insights or favorite memories from working at Tech in Asia, Regina and Susi came up with a couple of answers each.

For the more practical responses, Regina notes that she has become better at initiating and maintaining conversations, even with people she doesn’t know well. As a result, she has gained more confidence in herself.

Susi, on the other hand, reveals that she has learned how to handle difficult but necessary conversations – ones that clear doubts and apprehensions.

They both agree that these skills are useful beyond the workplace.

For more personal answers, Regina excitedly brings up Tech in Asia’s Bali offsite in 2022. She’s talking about the time the entire company went to a resort on the Indonesian island to play, relax, and bond.

Sun, sand, and sea. / Photo credit: Tech in Asia

“Getting to know everyone on a personal level was just so fun and rewarding, and I felt really at home and comfortable,” Regina recalls.

For Susi, working at Tech in Asia is also a matter of pride.

“I’m part of a community of Indonesian tech workers living in Singapore, and when I mention where I work, everyone pays attention,” she shares. “They appreciate the content and news we put out.”

So, is another 10 years on the cards for both of them? Well, the future’s not ours to see, but Regina’s “never boring” comment still rings true.

“The growth prospects that come with working with The Business Times keep me excited for the road ahead,” Regina says, referring to the acquisition that closed in January.

Meanwhile, Susi looks forward to seeing the new design possibilities that may emerge as Tech in Asia continues to try and do new things, such as when it organized inaugural conferences in Vietnam and Malaysia earlier this year.

“We try to always innovate, to bring a newness to everything that we do,” she says. “That’s what keeps me excited and engaged.”

Having been around for over a decade, Tech in Asia has grown alongside its clients and partners, offering solutions that have also evolved to meet changing needs and strategies. Fill out the form below to start a long-term, mutually beneficial relationship with us.