Erwin Choo portrait
Erwin Choo Founder / erchoo.com

About

13 years inside Asian private equity. Now applied to owner-led growth.

I spent 13 years at a leading Asian private equity firm as Portfolio Director, working across portfolio operations and value creation. erchoo.com is where I apply that operating discipline to growing businesses now. Building the systems they need, not selling slide decks.

~6 years GE

Six Sigma Black Belt, IMLP graduate, MES rollout across 6 plants in 4 countries, USD 1M+ annualised savings, Korea Oracle ERP with USD 616K in benefits, and two GE Plastics Management Awards.

~4 years PwC Advisory

Performance Improvement, promoted through Associate Director, 5-year strategic plan for a government regulator, and PMO for a major Malaysian telco transformation.

~2 years Citibank Malaysia

Vice President, Performance Improvement Head. Rebuilt the function into the Consumer Bank internal consulting and PMO unit.

13 years Leading Asian PE firm

Portfolio Director across 22+ portfolio companies and roughly USD 2B aggregate enterprise value, 25+ countries. Embedded 9 years as Group CIO then CTO of one portfolio company; Core Team on its roughly 6x exit at unicorn valuation, IRR above 20%. Cash cycle 30 days to 2 days. 10 acquisitions integrated into one stack. At a separate portfolio company, one operating call created roughly USD 20M in enterprise value.

Founded 2025 SS33 Pte Ltd

Operating vehicle behind erchoo.com. Current work includes a quarterly manufacturer-distributor engagement, continuing relationship support for a premium 13-outlet Singapore F&B group, and a deliberately small engagement load: four slots per quarter.

Tools brought early

~2021

Brought a leading RPA platform to a premium 13-outlet F&B group when Southeast Asian F&B was still spreadsheet-driven.

2025

Brought a modern RPA and parsing-grade extraction stack to the same group. Migrated off the legacy platform in under three months.

2025

Brought parsing and verification into invoice operations for a regional PE fund. Banking-detail fraud guardrails and payment-file workflow are in production.

2026

Brought an industrial-grade web stack and controlled engineering-diagram pipeline to a US manufacturer-distributor. Brand, website, SKU catalogue, lead-to-fulfilment spine, demand-sensing, pricing intelligence, and channels built single-handed.