Enterprise HR firm Workday taps ex-Salesforce exec to lead ASEAN

Workday, Inc. has appointed Jess O’Reilly as general manager for the ASEAN region. Based in Singapore, she will manage the company’s growth strategy and strengthen client and partner relationships.

O’Reilly will lead the development and execution of Workday’s sales strategy across ASEAN.

She brings over 15 years of experience in the tech sector, having held roles at Salesforce, UiPath, and Twilio.

This appointment comes as demand for digital enterprise solutions rises in the region.

O’Reilly’s leadership is expected to support Workday’s expansion and boost customer engagement.

🔗 Source: Workday

🧠 Food for thought

1️⃣ ASEAN’s HR software market is experiencing explosive growth

Workday’s leadership change comes as Southeast Asia’s HR software market is projected to grow from $578.4 million in 2024 to $1,335.9 million by 2030, representing a 15% annual growth rate 1.

This regional growth significantly outpaces global averages, reflecting the rapid digital transformation journey of ASEAN businesses seeking to modernize their workforce management systems.

Cloud-based HR software adoption is accelerating across the region, with core HR functions like employee data management leading with 33.3% of market share 1.

The IT and telecom sectors currently represent the largest customer segments for HR software vendors in Southeast Asia, while healthcare is projected to be the fastest-growing vertical 1.

O’Reilly’s decade of regional experience will be crucial as Workday navigates this high-growth market where organizations are increasingly prioritizing talent management solutions.

2️⃣ Intensifying competition in the enterprise HR software landscape

Workday faces significant competitive pressure in ASEAN from both global and regional players including SAP SuccessFactors, Oracle Fusion Cloud HCM, Ceridian Dayforce, and ADP 2.

Each competitor offers specialized solutions targeting different organizational needs, such as Oracle’s emphasis on workforce analytics and Ceridian’s focus on integrated HR functions 2.