Hi, I’m Rob Vitan.
I help consumer brands expand into APAC profitably, not just quickly.
I spent 15+ years owning P&Ls for global consumer brands not advising from the sidelines. I made the decisions, lived with the consequences, and learned what actually works on the ground in Canada and Singapore.
At TWG Tea, I helped scale a Singapore-based luxury brand to 15+ countries across APAC, the Middle East, Europe, and the Americas, driving 72% revenue growth without brand dilution.
At MuscleTech, I managed a $130M+ global P&L across 20+ markets, scaled eCommerce to $14.6M+, and grew international revenue 28% ($102M → $130M) while protecting unit margins.
Most brands scale revenue or protect margins.
I’ve done both.
I’ve also made mistakes; distributor relationships that destroyed margins, entering markets in the wrong sequence, and chasing volume before profitability.
Those lessons became the foundation for ScalingAsia and the APAC Expansion Risk Check, a framework designed to surface operational blind spots before expansion problems show up in the numbers.
If you’re expanding into APAC and want clarity before costly execution issues compound, let’s talk.