General Director of Vietnam, Decorative Paints South Asia


In 2017, Pamela Phua was appointed as Cluster General Director of Vietnam, Singapore and Indochina, Decorative Paints South Asia. With 20 years of experience in the coatings industry, she has driven the business with new technology development and product implementation across the region, especially in the Vietnam market.

Pamela was instrumental in setting up the global research and laboratory operations for AkzoNobel Decorative Paints (Global Exterior Wall Paint Expertise Group) in 2011. In her global capacity, Pamela implements the functional and production innovation strategy for exterior wall paint. She spearheads the RD&I functional excellence, standards and capability, and the efficient delivery of processes as the approved standards and processes across the globe.

Together with a special passion for sustainable development, she has led her teams to innovate paintings products and solutions through increasingly sustainable benefits for AkzoNobel customers and the environment. She also actively gets involved in sustainable activities in projects to create inspiring living spaces for local communities and to promote green architecture trends.

Some leading innovations launched by Pamela and her team included interior and exterior emulsion paints such as Dulux Weathershield Powerflexx, Dulux Pentalite, Dulux Wash & Wear / EasyClean, and Dulux Catylac / Inspire. Pamela’s expertise and experience has been instrumental in the setting up of industry standards in Singapore. 

She is the Technical Chairperson for the Singapore Paint Industry Association and a committee member in the Chemical Standards Council of Singapore. Pamela is an industry consultant to regulatory bodies such as Enterprise Singapore, Singapore Green Label, The Housing and Development Board of Singapore, Singapore Green Building Council, National Environment Agency of Singapore and the Singapore Institute of Architects. She contributed to the development of various Singapore Standards such as SS 345 (Specification for emulsion paints for decorative paints), SS500 (Specification for elastomeric wall coatings), SS150 (Specification for Emulsion Paints for Decorative purposes), SS 579 (Specification for water- based sealer for interior and exterior uses) and many others. Pamela currently leads Working Group for Fine Ceramics (for photocatalysis) and Waterbased Standards and participates in the Working Group for Energy Efficient Coatings. She is also an A*Star certified auditor for accredited laboratories in Singapore 

Pamela took part in various series of United Nation Climate Change Conferences, last being COP23 in Katowice Poland in 2018 where she shared innovative solutions to combat challenges around Climate change and contributing to developing smart cities for better tomorrow.