Asia-Pacific Connections (APC) employs a seasoned team of professionals with extensive global and regional experience. Our multinational staff offers a diversity of business, sales, marketing, and management qualifications that consistently benefit our clients.

Both Cindy Payne and Jonathon Gould, APC’s founders, worked in Silicon Valley for many years, turning technology start ups into successful brands. They subsequently moved to Asia to help build these technology firms’ footprints across the region. Now they lead our client teams, adding strategic expertise to our talented marketers who oversee our day-to-day programmes and operations. Together, we offer an unceasing commitment to increasing customer value.

Our analytical, bottom-line business approach to integrated marketing is appreciated by our clients who are seeking answers and results. Our innovative and proactive team is committed to excellence through vision and detailed execution. Our vast field experience in the top 13 regional technology markets makes us confident in designing competent and inventive solutions for our clients in need of regional coverage.


Cindy Payne, Founder and Managing Director

Cindy brings over 35 years of Asia-Pacific sales, marketing and general management experience to the company.

Located in the region since 1991, Cindy founded Asia-Pacific Connections (APC) in 1993 to assist technology companies to expand into and across Asia-Pacific. She leads her team in client acquisition, strategic planning, budget development, project management and editorial services. Over the years, clients have grown to depend on her for strategic counsel, ROI assessment, and peace of mind – knowing she will ensure on-time, accurate and effective deliverables, balanced with best practices and results.

Prior to launching APC, Cindy managed the Asia-Pacific distribution sales business for Quantum Corporation, a major hard-disk-drive manufacturer. She grew the business from its 1986 start-up phase to a complex business with revenues exceeding US$100 million. Previously, Cindy held Asia-Pacific marketing management positions at two global distributors.

Cindy is a frequent speaker at industry conferences. Some of her speaking engagements have included: AIC Worldwide's The Channels ForumComdex/Asia in SingaporeComdex/Fall in Las VegasInstitute for International Research's IT Channels AsiaInternational Business Forums; Key Media’s Channels Conference and Marketing ROI ConferencesNetwork Associates' Forums; Pacific Conferences’ Media Relations in the Digital Age ConferencePRSA Counselors Academy ConferencesThe American Chamber of Commerce in Singapore's International Women's Day PanelThe Asia Business Forum's Advertising and Promotions Asia, Brand Innovations Conference, Event & Sponsorship MarketingInternal Communications Conference, and PR and Communications Asia Conference; and The Learning Group’s Channel Partner Conferences.

In addition, Cindy often writes articles that are published in industry journals. Her articles have appeared in Asia Computer Weekly, Asian Channels, Business Management Asia, Channels Advisor, CMP Worldwide's International Advisor, Connect-World, Energize Your Channel, ExpatIT International, Marketing Magazine, M&T International Advisor, Planet-e, The Singapore Marketer and Today's Manager.

Cindy is an active member of a number of industry associations including the American Association of Singapore, The American Chamber of Commerce in Singapore, Direct Marketing Association of Singapore (DMAS), Management Development Institute of Singapore (MDIS), Singapore's PrimeTime Business and Professional Women's Association, and numerous LinkedIn professional groups. 

She has also served on various association boards including ChannelLine Advisory CouncilHong Kong Women Business Owners' Club, Singapore's PrimeTime Business and Professional Women's Association, the Singapore Business and Professional Women's Association (SBPWA), and Worldcom Asia-Pacific.

Cindy was the founding chairperson of Singapore Women in Technology (SWIT), an IT networking group of SBPWA, and co-founded and chaired the Marketing and Communications Committee at The American Chamber of Commerce in Singapore from 2006-2015.  

Cindy has two Bachelor of Arts degrees in International Studies and Languages from Miami University, Ohio, USA.


Jonathon Gould, Director

Jonathon has over 35 years of sales, marketing and general-management experience in the finance and technology industries, including 23 years in Asia-Pacific and two years in Europe.

Jonathon is a founder and director at Asia-Pacific Connections. He previously led the payment practice at Asia-Pacific Connections from 2002 until 2013 when he joined Discover Financial Services where he currently serves as Director and Head of Global Acceptance for Discover's Asia-Pacific Region.

From early 2004 until 2008, Jonathon was engaged by ViVOtech, Inc. (a U.S.-based leading provider of Near Field Communications [NFC] and contactless payment solutions) to develop its business throughout Asia-Pacific. He served as their Regional Head for four years and was responsible for launching the company’s products in ten countries, including NFC pilots in India, Malaysia and Singapore.

Previously, Jonathon was Senior Vice President, Business Development for Maestro International, MasterCard's global online-debit system. There, he was responsible for building the Maestro brand, and increasing cards usage and acceptance globally.

From 1997 to 2000, Jonathon was Senior Vice President, Marketing for MasterCard Asia-Pacific. In that role, he led regional-support programmes including advertising and promotions, sponsorships, communications, new-product development, acceptance development, and market research. These programmes contributed to making MasterCard, Maestro, and Cirrus, the fastest-growing global-payments brands in the industry.

Prior to joining MasterCard, Jonathon was the General Manager, Asia-Pacific for VeriFone Pte Ltd, where he spent over eight years working throughout Asia-Pacific, building the business revenue to US$70 million. He began his career in the payments industry at Union Bank of California. He also managed corporate-card-marketing programmes for Citicorp Diners Club before assuming marketing positions of increasing responsibility with technology companies in Silicon Valley, California.

Jonathon earned a Master of Business Administration (MBA) from the University of Michigan at Ann Arbor and a Bachelor of Arts degree in Economics from the University of California, Los Angeles, USA.

Jonathon is recognised as a leader in Asia-Pacific marketing and frequently speaks at industry conferences and seminars including: 5th Ministerial eGovernment ConferenceAvail's RFID Connect Asia ConferenceIBC Asia's Indonesia Banking and Financial Services Technology Summit and Mobile WalletInforma's Mobile Financial ServicesSIM Asia, and World Handset ForumMarcus Evans' Consumer Banking in Asia-Pacific ConferencePacific Conferences' Best Practices in CRMCustomer Relationship Management Conferences, and Secrets to Successful Business-to-Business Marketing ConferenceSiebel's Customer Relationship Management SeminarSingapore Exhibition Services' CommunicAsiaStrategic Marketing for Financial Services Conference; Terrapinn’s Cards Asia ConferencesCards & Payments Asia, Near Field Communications World AsiaRFID Asia Masterclass; The Asia Business Forum's Banking Delivery ChannelsCustomer Retention and Relationship Strategies Conference and Successful Delivery Channel Strategies for Financial Services; as well as Worldwide Business Research's Emerging Payments Asia.

Jonathon has served on numerous association boards and committees including the American Club board and finance committee (2014-2015) and was previously a Board Member, Second Vice President and Executive Committee Member of the American Association of Singapore. He was also on the Board of Governors of the American Chamber of Commerce in Singapore and was an executive committee member of the International Wine and Food Society of Singapore.