Jobs in Singapore: “How I went from sales rep to entrepreneur to GM of a European semiconductor manufacturer”

Florence Phua is the General Manager of EV Group Singapore. In 2000, she founded Link Fab Technologies which provides specialised tools and equipment to companies in the semiconductor industry. Link Fab’s technical service team was subsequently acquired by the Austrian company EV Group in 2025 to provide support for its customers in the region.
 

1. What led you to your current role at EV Group Singapore?

I was working in the Asia office of a UK group which sells industrial products that address health, safety and environmental needs. Besides selling the group’s core products, we had diversified into offering complementary products from third-party vendors as well. In 2000, the head office did a major restructuring in Singapore and we were instructed to terminate our sales contracts for these non-group products.

Entrepreneurship was not something I had envisioned for myself but I couldn’t let this business opportunity slip away. I submitted business proposals to these third-party vendors to act as their sales representative in Singapore, an important move that started my entrepreneurial journey. I succeeded in securing four product lines and decided to set up Link Fab Technologies to facilitate operations – one of the product lines we managed to secure was from EV Group.

Since then, Link Fab has been EV Group’s longstanding sales and customer support representative in Singapore. Over the years, the customer base has expanded tremendously, and their needs and demands have become more complex. To strengthen the level of support we can provide to customers, EV Group established a fully-owned Singapore subsidiary in May 2025. The existing service team in Link Fab was transferred to the newly incorporated company, EV Group Singapore and I was appointed as its General Manager to oversee its operations and ensure a seamless transfer. Currently, EV Group Singapore has around 10 to 12 employees and we’re looking to grow the team’s headcount to 25 to better support diverse customer needs across sectors, like electronics, semiconductors and the life sciences.
 

2. What were some of the challenges you faced while working in the semiconductor industry and how did you overcome them?

I came into the industry with no technical background and a limited knowledge of the products that we were selling. The need to acquire new skills and knowledge was a big challenge as I had to learn quickly, and this pushed me to grow in ways that I had not imagined. I picked up industry knowledge, foundational technical concepts and detailed information about our principals’ products from my sales staff. I also immersed myself in technical bulletins, videos and industry publications, as well as attended talks and built new networks to deepen my knowledge.

The semiconductor industry is dynamic and constantly evolving, driven by continuous innovation and rapid advancements in technology. My learning never stops – because those of us in the industry need to continue to stay relevant in an ever-changing landscape. We observe industry trends and understand customers’ needs to adapt our strategy accordingly, while continuously upgrading our technical capabilities.
 

3. What is your advice for Singaporeans who are interested to join the sector?

Singapore has achieved great success in attracting major players in the semiconductor industry, such as Applied Materials, Micron and Global Foundries, to invest heavily here. Coupled with the surging demand for AI technologies, there are increasing opportunities for Singaporeans to build dynamic careers in the sector, particularly in high-skilled roles.

Identify your area of interest so you know what is the right course to pursue or how you can upskill yourself. Technical proficiency built on a strong foundation of knowledge is important, and this can be in areas ranging from computer science to software engineering and applied physics. Besides technical expertise, soft skills like analytical abilities, problem-solving and adaptability in a fast-paced environment are also important for one to succeed. This cannot be taught through structured education in schools and can only be acquired over time through hands-on experience.