CEO Insights Magazine

Great leadership demands a fusion of technical expertise, strategic foresight, and a passion for excellence. Their deep expertise allows them to craft innovative strategies while their passion fuels a relentless pursuit of excellence. By making decisive, well-informed choices, they navigate complex market landscapes, ensuring long-term business resilience and growth. Their leadership fosters a culture of continuous improvement, where technical advancements align with strategic foresight. In highly competitive and evolving sectors, this rare combination not only fortifies their organizations but also sets new industry standards, shaping the future of business with a balance of expertise and vision. Ken Yong’s leadership at CWS Global Coatings exemplifies the synergy of technical mastery and bold decision-making, positioning the company as an industry leader.

Ken Yong has dedicated over two decades to the coatings, corrosion prevention, and mitigation industry, establishing himself as a leader in the field. His career spans various management roles across the Asia Pacific region, overseeing petrochemical, marine, offshore, oil, and gas projects. As the Managing Director of CWS Global Coatings, he spearheads coatings distribution and application for renowned brands in Southeast Asia. Recognized for his expertise, he is a Senior Certified Coatings Inspector with the Association for Materials Protection and Performance (AMPP) and currently serves as the Chair of AMPP Thailand, leading a network of over 300 professionals.

Beyond his technical and managerial contributions, Ken actively engages with the business community in Thailand. He served for six years as a director on the board of the Thai Hong Kong Trade Association and now holds a directorial role with the Singapore Thai Chamber of Commerce. His deep industry knowledge, leadership, and commitment to fostering professional growth continue to make a significant impact.

Below is an excerpt of Ken Yong’s exclusive interaction with CEO Insights Asia magazine.

What are the core areas you ensure the company hones its expertise to continually maintain its market dominance?

To maintain dominance in the oil and energy industry, we, as coating service providers and suppliers must focus on continuous improvement and expertise in key strategic areas.

In the coatings and energy sector, operational excellence is inseparable from a strong safety culture, as both are fundamental to long-term business success. Safety isn’t just a requirement in our industry, it is a core value embedded in every process, ensuring efficiency and sustainability. My operational motto is simple, which is ‘Do it once, do it well, and do it safely’. We implement best-in-class practices to enhance production while controlling costs.

Cost competitiveness and capital efficiency are also crucial. We constantly optimize cost structures to stay competitive, even in low-price environments, and maximize returns on capital investments. A well-rounded workforce strengthens operational agility, as our sales team understands technical aspects, while our technicians grasp customer engagement, ensuring maximum productivity.

Embracing technology and innovation is another pillar of our success. The coatings industry evolves rapidly, demanding the use of innovative raw materials and environmentally friendly solutions. We have heavily invested in market-leading technologies, such as insulation coatings, water-repellent systems, and corrosion-under-insulation solutions. Staying ahead of technological advancements allows us to maintain market leadership in key segments.

Finally, market intelligence and strategic positioning play a vital role. Understanding global energy market trends, pricing dynamics, and geopolitical risks helps us adapt to changing conditions. Strengthening partnerships and securing long-term competitive advantages ensures we remain resilient in an evolving market.

How do you foster personal growth within your team while driving business success?

I always strive to cultivate a growth mindset among my employees, encouraging them to embrace challenges and view failures as learning opportunities. We focus on recognizing and rewarding effort, not just results, to reinforce continuous improvement. To support personal growth, we provide constant learning opportunities, including industry-specific training, certifications, and workshops. For instance, we send employees to courses offered by the Association of Materials Performance and Protection (AMPP) to enhance their expertise in the coatings industry.

We prioritize cross-functional expertise, equipping employees with the skills needed to navigate both technical and business aspects of our industry. This approach ensures consistency in competency across roles. I also empower employees with autonomy and responsibility, reducing bureaucracy while enhancing decision-making. My role as Managing Director is to step back, provide guidance, and allow them to take ownership because, in our industry, customer centricity is always the priority.

How do you guide your team to maintain customer satisfaction levels and help customers achieve desired outcomes?

Customer satisfaction is both an art and a science. It goes both ways because we are not just dealing with numbers and technical aspects, we are dealing with humans. Each customer is unique, and maintaining their satisfaction involves a lot of art. I demonstrate customer-centric behaviors in my interactions, setting an example for my team to follow. I also share success stories where customer focus has led to business growth and show resilience in handling difficult customers, inspiring confidence in my team.

We encounter various people in the industry, each with different expectations and moods, so fostering a culture of approachability and openness to feedback is crucial for mutual development. Building a customer-first culture is equally important. Customer success is everyone’s responsibility. The idea that the customer is always right is outdated. Instead, if the customer is not right, we make it right by explaining the entire rationality, fostering better relationships, and avoiding conflicts. Thus, understanding customer needs and expectations is essential.

What motivates you every day? As a leader, what drives your passion and keeps you going?

Passion is at the core of what drives me every day. The ability to pursue what I genuinely enjoy and transform it into a thriving business is both fulfilling and motivating. It’s incredibly rewarding to see something I love not only sustain itself but also create meaningful value and opportunities.

What is the future path you have mapped out for the next five years?

Our company has recently started envisioning both a short-term and long-term business roadmap. In the short term, we continue to push and market innovative products with the latest technology. Staying ahead in this rapidly evolving industry is crucial, and introducing novel solutions provides a competitive edge, allowing for higher margins.

Additionally, we are strengthening engagement with professional bodies, sponsoring trade and industry events, and fostering direct relationships within the coatings community. By supporting conferences and networking opportunities, we immerse our employees in the industry while contributing to the broader coatings community in Thailand and Southeast Asia.

We also plan to move up the value chain. While our core business has been distributed we are investing in local manufacturing by appointing OEM factories. Over time, we aim to acquire or establish our production facilities to ensure supply security and timely deliveries, enhancing our ability to meet customer demands efficiently.

Advice for Emerging Leaders in the Industry:

Throughout my 20-year career, this has been my key advice to my mentees. I have guided many protégés and subordinates, always emphasizing the importance of being hands-on. Immerse yourself in your work, strive for excellence, and learn from every challenge. My journey has come with hard knocks, but those experiences have shaped my leadership.

Reach a level where, in any meeting or conference, your words carry weight, where people stop and listen because they trust your expertise. But this credibility isn’t built in an office. You must step onto the field, get hands-on, and learn from the ground up.

Persistence is key. The oil and gas industry is tough, only a few enjoy working on-site, yet that’s where the real learning happens. That foundation shapes your critical thinking and decision-making. When you reach a leadership role, those experiences will guide you. This is the most sustainable path to leadership.

Ken Yong, Managing Director, CWS Global Coatings

Ken Yong has 20+ years of experience in coatings, corrosion prevention, and oil & energy. He chairs the AMPP Thailand Chapter and is an AMPP Senior Certified Coatings Inspector. He holds a BSc in Business from UniSIM and an Advanced Certificate in Adult and Continuing Education from the Institute of Adult Learning.