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Our Team

Who you'll work with

Four senior operators with experience across Asia. A senior lead is assigned to each project, and you work directly with the people delivering it.

Christopher Roberts

Co-Founder · Commercial Strategy & Operations

Chris works on international trade, market assessment, distribution and supply chains for beverage and FMCG businesses. A former lawyer with a background in applied economics, he advises on commercial, compliance and operational decisions.

He assesses competitors, customers, distribution channels and suppliers, then helps clients select partners and plan their operations in each market.

At Constellation Brands, he grew Ballast Point to become the #2 selling beer brand in their portfolio within months of adoption. At Heart of Darkness Brewery, he increased international and domestic sales every year, created an OEM business that now accounts for 50%+ of brewery volume, and secured chain retail placements across Vietnam, Thailand, Hong Kong, Singapore, and Finland.

Chris holds a JD from Florida State University College of Law and an MS in Applied Economics from Florida State. He's lived and worked in Japan, Korea, and Hong Kong, and now calls Thailand home. He works with clients from strategy through to execution.

Experience

  • Co-Founder
    LevelHeads Advisory
    2025 – Present
  • Southeast Asia Regional Representative
    Brewers Association
    2024 – Present
  • Director of Business Development
    Heart of Darkness Brewery (Vietnam)
    2019 – 2024
  • VP, International Business Development
    Constellation Brands (Hong Kong)
    2016 – 2019
  • President, Imports / VP & General Counsel
    Global Craft Trading (Korea / USA)
    2011 – 2016

Expertise

International Trade Supply Chain Management Competitive Intelligence Customs Compliance Negotiations Product Management Beverage & FMCG

Education

JD, Florida State University MS Applied Economics, Florida State BA Political Science, UW-Eau Claire
Based in Thailand
Lived: Japan, Korea, Hong Kong, Vietnam

Oliver Woods

Co-Founder · Brand & Digital Strategy

Oliver has worked in brand strategy, digital marketing, advertising and communications since 2007. He helps clients develop their positioning, choose marketing channels and enter new markets. A recruiter who became a client once described him as a "digital Swiss army knife".

Today, Oliver works with businesses, government agencies, and not-for-profits to develop and execute effective brand and digital strategies, grow brands and products, and enter new markets. Recent examples include working with the Malaysian government to promote the DE Rantau digital nomad visa, content SEO strategy for an international school, representing the US Brewers Association's Export Development Program in Southeast Asia and Taiwan, and brand refresh work for a Thailand-based B2B importer and distributor.

He's worked with a range of clients including government ministries (Singapore's Ministry of Information, Communication & the Arts, Vietnam's Ministry of Health, Malaysia's MDEC), FMCG (L'Oréal, P&G, Unilever), banking (UBS, Standard Chartered, UOB, CIMB), beverages (Schweppes, Johnnie Walker, Carlsberg, Hennessy, Sapporo), energy (PETRONAS, Tenaga Nasional), and automotive (Ford, Proton, Isuzu, Renault).

Originally from New Zealand, Oliver has lived and worked across Asia for nearly two decades and now calls Malaysia home. He holds a BA (Hons) in Political Studies from the University of Auckland.

Experience

  • Co-Founder
    LevelHeads Advisory
    2025 – Present
  • Founder & Managing Director
    Beer Asia
    2019 – Present
  • Director, Digital & Social Strategy
    RED² Digital (Vietnam & Singapore)
    2016 – 2021
  • Regional Social Media Director
    Leo Burnett (Malaysia)
    2014 – 2016
  • Digital Strategist
    George Patterson Y&R (Australia)
    2012 – 2013
  • Social Strategy Roles
    Vocanic, Arc Worldwide, GroupM (Singapore)
    2009 – 2012

Expertise

Digital Strategy Social Media Brand Strategy SEO & Content Market Entry FMCG & Beverages Government & Public Sector

Education

BA (Hons) Political Studies, University of Auckland
Based in Malaysia
Lived: Singapore, Vietnam, Australia, New Zealand

Spencer Jemelka

Director of AI Solutions

14+ years of operations and manufacturing experience across Asia, using AI to help organizations turn complex workflows into scalable, data-driven systems.

Building on his foundation applying database solutions in the automotive industry, Spencer now focuses on applied AI integration: connecting real-world operations and data to practical AI tools and deploying agents and chatbots that embed AI into daily operations.

As co-founder and Managing Director of Redpoint Brewing Company in Taiwan, he designed and built the company's manufacturing and data platform from the ground up, integrating automation and AI to optimize sales, production, quality, and inventory.

His expertise spans ERP/MES platforms, databases, process automation, AI agents, and AI-enabled workflows. Spencer has lived in China and Taiwan for over 19 years and now calls Taiwan home.

Experience

  • Director of AI Solutions
    LevelHeads Advisory
    2026 – Present
  • Co-Founder & Managing Director
    Redpoint Brewing Company (Taiwan)
    2014 – 2025
  • Country Manager – Taiwan
    incadea GmbH
    2012 – 2014

Expertise

Applied AI Integration AI Agents & Chatbots ERP/MES Platforms Process Automation Database Solutions Manufacturing Operations Data-Driven Systems

Education

MA International Relations, National Chengchi University BA Diplomacy (East Asia), Occidental College
Based in Taiwan
Lived: China, Taiwan (19+ years)

Christopher Andel

Content Director

Christopher leads content strategy, editorial work and SEO/AEO at LevelHeads. He writes and works in English, Dutch and German, with experience in Southeast Asia and Europe.

He has worked in Malaysia, Vietnam and Europe and studied in the UK.

In the beverage trade media space, he has spent nearly six years as a content director, building an editorial voice, managing content development, and growing readership across the region. Before that, he worked in environmental consulting, coordinating support programmes for independent palm oil producers, and in digital forensics in Amsterdam, consulting on scanning software for fraud investigation cases.

Born in Bangkok and raised across Southeast Asia and the Netherlands, Christopher holds a BA in Environmental Social Sciences from the University of Kent.

Experience

  • Content Director
    LevelHeads Advisory
    2025 – Present
  • Content Director
    Beer Asia
    2020 – Present
  • Technical Support Manager
    Environmental Consulting (Malaysia)
    2014 – 2016
  • On-site Project Engineer
    Digital Forensics (Amsterdam)
    2010 – 2013

Expertise

Content Strategy SEO & AEO Editorial Direction Content Development Copywriting Cross-Cultural Communication Beverage & FMCG

Education

BA Environmental Social Sciences, University of Kent
Born: Bangkok · Lived: Southeast Asia, Netherlands, Sri Lanka

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