Introducing Our Digital Ecosystem
incentiv5.com is the technological embodiment of our mission. This single platform empowers businesses to “create new business opportunities” and “generate loyalty, usage and retention” through a curated, gated e-commerce experience. It is a strategic, multi-tiered platform designed to drive growth, loyalty, and revenue through targeted, scalable incentive programs
incentiv5.com, a productization of our core business and is your strategic partner in rewarding, motivating and incentivizing your customers, staff and business partners. We empower businesses to build loyalty, drive performance, and show appreciation through a curated gated e-commerce experience. Offer your members, staff, and partners exclusive access to thousands of products and e-vouchers at special members-only prices — all without the logistical headaches.

Joanne Khong is the Head of Product Marketing at Nardell Group of Companies, where she drives the growth and performance of SmartPass on incentiv5 while leading the company’s overall marketing initiatives. She is responsible for product strategy, revenue optimisation, and digital marketing, with a focus on enhancing user acquisition, engagement, and brand visibility.
She oversees end-to-end marketing campaigns, social media strategy, and content development across Nardell Group and its platforms, ensuring alignment with business objectives. By combining data-driven insights with creative execution, Joanne plays a key role in scaling subscription growth and strengthening Nardell’s position as a leading digital marketplace for lifestyle savings and loyalty solutions.

Zurul Zambri is experienced in driving growth across the e-commerce and e-loyalty industries, with a strong focus on building and scaling merchant partnerships.
As the Assistant Manager of Merchant Partnerships, she leads strategic collaborations across a wide range of categories, including hotels, F&B chains, cafés, retail brands, fashion, beauty and wellness, travel, entertainment, lifestyle services, and more. She works closely with major financial institutions and digital platforms to deliver measurable business impact through data-driven strategies and strong execution.
Known for her ownership mindset and collaborative leadership style, Zurul builds high-performing teams and transforms partnership opportunities into sustainable, scalable growth.

Wong Keh Wei is the Head of incentiv5 & Technology at Nardell Group of Companies, where he oversees the development and implementation of the company’s digital platforms, including incentiv5. Holding an Engineering degree, he combines strong technical expertise with strategic leadership to deliver scalable, results-driven digital solutions.
Prior to joining Nardell, Wong led a real estate investment club from 2005 to 2014 before founding Malaysia’s first end-to-end property rental bidding platform, pioneering innovation in the local PropTech industry. His diverse background enables him to bridge technology and market needs, driving impactful digital transformation initiatives.

Nur Aqmal is a dedicated Assistant Manager in Human Resources with a proven track record in recruitment, employee relations, compliance, and organizational development. With over seven years of experience across human resources, administration, and office management, Aqmal has developed strong expertise in streamlining HR processes, enhancing employee engagement, and driving operational efficiency to support business growth.
Since joining Nardell in 2025, Aqmal has been instrumental in aligning HR strategies with the company’s objectives. She oversees a wide range of responsibilities, including talent acquisition, policy development, employee training, and regulatory compliance.
Known for her resourcefulness and people-first mindset, Aqmal excels at building trusted relationships with employees and management alike. She combines strong analytical skills with creative problem-solving, ensuring that HR practices not only meet compliance requirements but also foster a positive, productive workplace culture.

As the Accounting & Finance Manager at Nardell Group of Companies, Siew Ling oversees all financial operations, ensuring accuracy, compliance, and integrity across all aspects of accounting and finance.
With extensive experience in managing accounts receivable and payable, financial reporting, and tax compliance, she plays a key role in driving financial strategy and maintaining operational efficiency. Siew Ling also leads month-end and year-end closing activities, prepares cash flow statements, and ensures accurate documentation for audits, contributing to the company’s financial health and long-term growth.
Since joining Nardell Resources in 2020, Siew Ling has brought valuable expertise in financial management and analysis, with a strong focus on optimising financial operations and supporting sustainable business growth. Known for her keen attention to detail and proactive approach, she is committed to driving continuous improvement in financial processes while ensuring the company’s financial strategies align with its long-term objectives.

Lyan Tan is a visionary administrative professional recognized for making significant contributions by coordinating merchant support, client reporting, operations, and logistics management.
A valued member of Team Nardell since 2011, Lyan leads the team in ensuring the accuracy and integrity of submitted deals while effectively multitasking in a dynamic, fast-paced environment and consistently meeting deadlines.

Evelyn Tan is the Head of Client Businesses.
A graduate of Universiti Utara Malaysia with a Bachelor’s Degree in Marketing Management, Evelyn has been a valued member of Team Nardell since 2013. She has steadily progressed through the ranks and now leads the team in planning, negotiating, and curating exceptional deals with Nardell’s merchant partners.
Head, Client Businesses

Leong Joon Teng serves as the Head of Strategic Relations, where he is responsible for fundraising strategy, investor relations, and government relations.
A seasoned business leader and mentor to numerous startups in Malaysia, Leong has helped many SMEs scale their businesses. He brings valuable market connections and strategic insights that strengthen Nardell’s fundraising efforts and strategic partnerships.

Sze Kok Hoong is a seasoned networker with an extensive network spanning many key business associations, including FMBA, MRA, and BNC, providing Nardell with valuable access to key decision-makers from leading local and international brands.
Sze is the CEO of TOOP Marketing Sdn. Bhd. and the Executive Director of Gkash Sdn. Bhd., a leader in payment solutions.
As the Chief Commercial Officer at Nardell, Sze leads the company’s commercial partnerships by connecting with key merchants across Malaysia and the region, enabling business growth throughout Southeast Asia.

Bernard Tian is the Founder & CEO of the Nardell Group of Companies.
A veteran in the loyalty industry, Bernard began his career in the late 1980s with pioneers in database marketing and mail-order marketplaces. In the 1990s, he led a franchise team overseeing the East Asia region, helping scale the Mail Order & TV Shopping business to an annual turnover of S$80 million by 1997. He also served as the Chief Financial Officer (CFO) of a TV media group specialising in television home shopping.