Committed to innovation

AkzoNobel is a leading player in the global paints and coatings industry, producing well-known brands including Dulux, Sikkens, Interpon and International. With a history dating back to 1792, the company has been at the forefront of innovation and sustainability for over two centuries and today operates in more than 150 countries, employing around 35,200 people.

Having worked for the company for over 25 years across multiple roles, Pamela Phua was promoted to Global Product Management Director in 2024, a big step up that she was eager and confident about.

“In my previous roles as Cluster General Director and R&D Director, I honed my ability to drive innovation, foster cross-disciplinary collaboration and balance global strategies with local market dynamics,” she says.

“These experiences shaped me into a strategic, adaptable leader with a strong results-driven focus and the ability to inspire global teams to deliver products that balance customer value with business impact.”

One of Phua’s biggest career achievements was her leadership of Project Arrow, a transformational project across South and South-East Asia that simplified product portfolios and operations. This included the launch of groundbreaking products Dulux Weathershield Keepcool, Dulux Weathershield Powerflexx and many more, which led to increased revenue, market share and customer satisfaction.

Now moving from a regional role focused on South-East Asia to a global one, Phua is mindful of the new challenges ahead.

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“THOR Malaysia is proud of its long-standing relationship with Pamela Phua and AkzoNobel. For over 20 years, we have provided lasting solutions for AkzoNobel across the SESAME region, and through our work with Pamela and her team, we are honored to provide high-quality and sustainable product innovations for their stringent needs. We look forward to our continued shared success.” – Kiew Chee Heong, Managing Director, Thor Specialties

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“Managing a global product portfolio presents unique challenges compared to leading regional markets, requiring a more holistic, nuanced approach,” she says.

“Global products must meet diverse market needs while maintaining a unified brand and operational efficiency. Striking this balance can be complex, especially when regional demands conflict with global objectives.”

Examples Phua gives include mature markets like Europe demanding premium, high-performance products, while developing markets in Asia typically seek cost-effective solutions. In response, Phua advocates creating tiered product portfolios that cater to varying price points and performance expectations.

Another example is sustainability, whereby European markets may prioritize carbon neutrality, while Asian markets increasingly focus on energy-efficient and recyclable products. Phua’s answer is to develop a global sustainability framework with adaptable solutions tailored to regional sustainability drivers, ensuring AkzoNobel leads the charge on sustainable innovation everywhere.

Leadership lessons

As a female business leader who has risen through the ranks, Phua is keen to encourage aspiring leaders to believe in their potential and take bold steps toward their goals while reminding them that leadership is not about perfection but about progress, influence and impact.

“Challenges are inevitable, but resilience and tenacity will always help you overcome obstacles and turn setbacks into stepping stones,” she says. “Leadership isn’t about never failing – it’s about learning, adapting and continuing to move forward.

“Also, leverage the diversity you bring to the table – whether it’s as a woman, a professional with a unique background or someone with distinct experiences. Diversity drives innovation and helps solve complex challenges in dynamic industries like paints and coatings.”

Phua recommends building a strong professional network by attending industry events, joining professional associations and nurturing connections. Aspiring leaders should also build relationships with potential mentors who can guide their growth and with allies who support their vision and values.

“Always be curious and open to learning, whether it’s mastering technical expertise, understanding market dynamics or developing leadership skills,” Phua explains.

“The industry is constantly evolving, so staying ahead requires adaptability and a commitment to building confidence in your voice. So speak up, share your ideas and believe in the value you bring to the table, even in male-dominated environments. Leadership always begins with self-confidence. Always believe your unique perspective can drive innovation and positive change.”

Future vision

Looking ahead, Phua says innovation will be a cornerstone of AkzoNobel’s future product development strategy, particularly as the company strives to maintain its leadership in a rapidly evolving market.

“Innovation can drive differentiation, sustainability and customer satisfaction, enabling AkzoNobel to stay ahead of industry trends,” she says.

“We will focus on creating eco-friendly, high-performance products that meet growing regulatory and consumer demands, such as lower carbon footprint products, carbon capture, low volatile organic compounds or bio-based coatings, as well as embedding circular economy principles into product life cycles to balance environmental impact with profitability.”

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“Piyanshu Chemicals takes great pride in our enduring partnership with AkzoNobel. For decades, we’ve significantly gained from their expertise in best practices, received invaluable technical support, and crucial guidance in our sustainability initiatives, guiding us through both challenges and successes. Our relationship reflects not just a vendor–client dynamic, but a true partnership built on trust and mutual growth.” – Anshu Kejriwal, Director, Piyanshu Chemicals

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Other priorities including leveraging AI, machine learning and IoT, which will revolutionize how products are designed, tested and delivered, helping the company respond to changing customer needs while also accelerating time-to-market for new products.

In digitally mature markets like Europe and parts of Asia, customers expect seamless digital experiences, from virtual color consultations to online purchases. In developing regions, digital adoption is growing, with a focus on hybrid models that blend digital and in-store services.

AkzoNobel already is leveraging digital tools like AI-driven color-matching apps and augmented reality to enhance customer engagement, making it easier for consumers to visualize and select products, and Phua explains that the company will continue expanding these services to new markets.

Driving innovation will also include collaborating with external partners such as startups, universities or industry consortia to help spark transformative innovations, Phua says.

“I will support and build partnerships to access emerging technologies, leverage diverse expertise and create synergies that push the boundaries of what’s possible in coatings and beyond,” she explains.

Thanks to her extensive industry experience and thoughtful approach to leadership, Phua is well-positioned to take AkzoNobel’s business from strength to strength.

“Over the next five years, I see AkzoNobel’s product portfolio not only meeting the demands of a rapidly changing market but also shaping the future of the paints and coatings industry,” she says. “By combining sustainability, innovation and customer focus, we’ll continue to set new standards for performance and impact.”