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Aleida, born and raised in the Netherlands, has lived and worked in Asia since 2008. After seven years in Hong Kong and 4 years in Jakarta she currently resides in Kuala Lumpur. 


With a background spanning two decades in people and sourcing management, based in Hong Kong she successfully managed cross-cultural and virtual teams in Indonesia, Malaysia, Thailand and Vietnam in her position of Procurement Director Asia for  a global dairy multinational.


In 2012 she founded Performance by People to dedicate herself to what she discovered to be her natural strength: 

developing people, maximizing their potential as well as assessing and professionalizing organizations

She currently works as Change and Communication Manager for Dutch Lady Malaysia Milk Industries Berhad, an affiliate of Royal FrieslandCampina N.V.










People often describe Aleida as a thoughtful, positive and down to earth personality who connects with ease through her genuine interest in people and humor. 

"My corporate background combined with my international

and cross-cultural experience and personal expat journey, gives me the unique perspective and understanding of the reality and challenges that executives, entrepreneurs, non-profit leaders and expats face when working and living in Asia." 



Masters, Business Law Groningen University - The Netherlands 
Postgraduate Diploma, Training Management and Organizational Development - Hong Kong University

Associate Certified Coach

International Coach Federation (ICF)

Cross-Cultural Trainer/Coach Culture3Counsel 

Senior Executive Coach

Institute of Executive Coaching and Leadership

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