With over 10 years of industry experience, Joe oversees the strategic direction of UrbanFox, a Singapore-based logistics company providing end-to-end comprehensive suite of omnichannel and channel management solutions. Recognising the importance of logistics efficiency in eCommerce businesses, and the lack of reliable providers in the market, Joe founded Courex in 2009, a technology-driven company providing last-mile delivery services. In 2017, it was then rebranded as UrbanFox and became a subsidiary of Keppel Logistics. Over the years, UrbanFox has gone beyond logistics to help businesses grow. By leveraging its proprietary platform and channel management capabilities, brands can seamlessly manage various point-of-sale and inventory, saving valuable time and resources and securing additional revenue streams.

UrbanFox currently counts more than 500 brands and over 20,000 assortments under its portfolio, including many major companies such as KAO Singapore and Mondelez.