Gerald Tan is a partner in Bain & Company's Singapore office. He is a leader in the firm's Consumer Products and Strategy practices. Gerald primarily advises consumer products clients on corporate and full potential strategy, transformation and performance improvement, as well as route-to-market strategy, especially in emerging markets. He is also a Bain Brand Accelerator expert and has done extensive work in the e-commerce space across the value chain. He holds an undergraduate degree in economics, with First-Class Honors, from University College London.