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Ashli To


Ashli To


Management | Lighting | Sales & Distribution | Supply Chain Management | Team Leadership | Intercultural Management | Frontier Markets | Middle East | Africa | China

Ashli To is an experienced manager and an expert in managing commercial supply chains in in the Middle East, Africa and other Frontier Markets. After 5 years at Philips she joined SWISS LED as Director Commercial Operations, one of the co-ventures of de Vries Africa Consulting LTD. In this position she is heading the SWISS LED Global Back Office based in Dubai, United Arab Emirates and manages the global day to day operations and the backoffice team. Next to her assignment at SWISS LED, Ashli joined De Vries Africa Ventures as Partner in 2017.

At Philips Ashli started as commercial assistant in the Export Department of Consumer Luminaires. In this capacity she was responsible for leading all supply chain activities and customer contacts for Africa. When the commercial operations were transitioned from Belgium to the local market organizations in Africa, Ashli, in her role of Transition Manager, led the handover of all Consumer Luminaires back office activities to the Philips Africa market organizations. For this assignment she moved first to Cairo, Egypt and later to Casablanca, Morocco. In her early career Ashli worked as project coordinator at the GMB Group and in her parent's fine dining restaurant in Belgium. 

Having lived and worked in Belgium, Egypt, Morocco and United Arab Emirates, Ashli has a profound knowledge of working with different cultures. By being groomed in her family's hospitality business, she always takes a personal interest in continuously delivering excellent customer service. Ashli holds a Bachelor degree in Law from Ghent University, Belgium. As a multi-linguist she speaks seven languages, amongst other Cantonese, Mandarin, French and Spanish.

Originally from The Netherlands, Ashli now lives and works in Dubai, UEA.