Sulian Tan-Wijaya is a beacon of leadership in Singapore’s real estate and lifestyle sectors. With expertise in retail, hotels, and commercial properties, she has redefined urban development. From spearheading iconic projects like Fullerton Heritage to advising international investment firms, her impact resonates across Asia.
Her journey shows how vision, resilience, and innovation inspire leaders worldwide. This blog uncovers her strategies, achievements, and challenges. By exploring her story, readers learn how strategic leadership drives success even in a competitive, ever-changing market.
Trailblazing Retail Leadership
Sulian joined Savills Singapore in 2008 to build the Retail & Lifestyle division from scratch. Her innovative strategies positioned Savills as a market leader in Singapore.
Key Achievements:
- Marketing iconic spaces: Raffles Hotel, DUO, and Guoco Midtown
- Driving retail growth for 313@Somerset, JEM, orchardgateway, and Knightsbridge
- Integrating lifestyle experiences with commercial success
- Implementing marketing strategies that increased property footfall and investor interest
Her leadership proves that strategy, creativity, and foresight drive measurable results. Retail spaces under her guidance achieved both financial growth and cultural impact, balancing positive consumer experiences with business outcomes.
Iconic Development Projects
Sulian’s role as General Manager at The Fullerton Heritage showcased her ability to merge preservation with innovation. She revitalized iconic landmarks, enhancing their commercial appeal.
Major Projects:
- Fullerton Hotel & Fullerton Bay Hotel
- One Fullerton and Customs House
- Waterboat House
Her approach demonstrates how thoughtful leadership creates spaces that honor history while serving modern demands. Sulian’s projects highlight her talent for turning potential challenges into strategic wins, balancing heritage preservation and contemporary functionality.
Strategic Investment Expertise
Sulian now advises Treasure Carbon Group and Tianfu Group, contributing her extensive expertise in Singapore and international real estate markets.
Key Contributions:
- Asset management for hotels, retail, and offices
- Redevelopment consultancy for commercial buildings
- Long-term growth and risk management strategies
- Crafting investment plans that maximize ROI while minimizing risks
Her decisions reflect a delicate balance between opportunity maximization and risk mitigation, a hallmark of her leadership style. Investors benefit from her ability to foresee market trends and implement sustainable growth strategies.
Award-Winning Marketing Acumen
Sulian’s marketing leadership has received international acclaim, proving her ability to combine creativity with results-driven strategies.
Highlights:
- International Property Awards Best Marketing Consultancy 2014/15
- National campaigns for high-end retail and lifestyle projects
- Signature events driving both tourism and commercial revenue
Her marketing initiatives were not just promotional; they created experiences that captivated consumers, increased engagement, and built brand equity. Her work balances positive brand impressions with measurable financial success.
Driving Tourism & Retail Integration
At the Singapore Tourism Board, Sulian championed retail as a critical tourism driver. Her strategic campaigns promoted Singapore as a shopping and lifestyle hub.
Key Contributions:
- Organized signature events: GSS, Singapore Fashion Festival, Jewelfest
- Promoted Singapore as a global watch capital
- Integrated retail with tourism revenue, contributing 50% of sector growth
- Created marketing programs that attracted international tourists while supporting local businesses
Her efforts highlight how positive branding and thoughtful strategy can transform a city’s economy. She also tackled negative challenges, such as market competition, by implementing innovative campaigns that kept Singapore retail relevant and competitive.
Legal & Financial Foundations
Sulian’s law and finance background strengthens her professional versatility.
Credentials:
- Bachelor of Law (Honours), NUS – Advocate & Solicitor
- Senior corporate banking experience in Indonesia
- Expertise in compliance, contracts, and commercial negotiations
This foundation allows her to navigate complex investments, ensuring legal and financial security for all projects. It also enhances her decision-making leadership, particularly when balancing positive outcomes with potential risks.
Mentorship & Leadership Philosophy
Sulian actively mentors women leaders through the Singapore Council of Women’s Organisations, exemplifying her commitment to empowering future leaders.
Philosophy:
- Lead with integrity, empathy, and vision
- Balance positive and negative outcomes strategically
- Empower teams to achieve their full potential
- Foster resilience, confidence, and competence in mentees
Her mentorship ensures that emerging leaders learn to navigate challenges while maintaining professional and ethical standards, a core aspect of her leadership philosophy.
Global Perspective & Consultancy
Sulian’s advisory roles provide global insight that informs local strategies.
Focus Areas:
- Aligning strategies with international standards
- Incorporating innovative urban planning solutions
- Driving sustainable, long-term growth
- Advising on risk management, market expansion, and strategic investments
Her global exposure allows Singapore real estate projects to remain competitive, forward-thinking, and resilient to market fluctuations.
Challenges & Strategic Wins
Despite her success, Sulian has faced multiple challenges.
Notable Challenges:
- Navigating a highly competitive real estate market
- Balancing heritage preservation with modern development demands
- Leading large teams under tight deadlines and high expectations
She consistently turned potential setbacks into strategic wins, demonstrating that effective leadership combines resilience with innovation. Her journey balances both positive achievements and the lessons learned from negative outcomes.
Lessons from a Real Estate Visionary
Sulian’s story offers guidance for aspiring professionals:
- Vision Matters: Define clear objectives and pursue them relentlessly.
- Adaptability: Respond swiftly to market changes and challenges
- Leadership: Inspire and empower teams for collective success
- Persistence: Transform obstacles into opportunities for growth
- Innovation: Apply modern solutions to traditional structures
- Collaboration: Foster partnerships that amplify results
- Strategic Thinking: Anticipate market trends and act decisively
Her career demonstrates that success requires both strategic foresight and hands-on execution, balancing positive achievements with thoughtful risk management.
Conclusion
Sulian Tan-Wijaya’s legacy goes beyond awards, buildings, and accolades; it embodies vision, resilience, and transformation. Her journey blends strategic thinking with practical execution, creating measurable results while inspiring others. Professionals in real estate, retail, or corporate leadership can learn from her example: resilience, innovation, and empowerment are essential to achieving long-term success.
As Singapore’s real estate and lifestyle sectors evolve, Sulian’s influence will continue to shape the next generation of leaders, proving that true leadership leaves a lasting mark.
