Asha Menon
Bridging the gap between regulatory frameworks and business realities.
In October 2021, after 31 years of service with the Royal Malaysian Customs Department, Asha decided to hang up her recognisable navy-blue uniform, paired with badges and insignias and replace it with a new uniform, the iconic red and yellow DHL Express polo shirt.
Initially Asha was unsure whether her experience as a Customs Officer, which included secondments as a Customs Attache and Senior Technical Officer within the World Customs Organization (WCO) would prove adequate preparation for the high energy, fast pace of the private sector however, three years into the role and Asha hasn’t looked back.
“The move has been immensely enriching. This dual perspective, both government and industry I bring to my work helps me to identify gaps and leverage opportunities. It has validated my previous career path and broadened my perspective by demonstrating how regulatory theory translates into real-world operations”.
Asha’s current role at DHL Express involves managing the regulatory changes impacting the organisation’s global operations. On a day-to-day basis this involves engaging with international, regional, and national organisations and representational bodies, developing guidelines, position papers, and tools to facilitate effective regulatory engagement.
“When I started my career over thirty years ago as a Customs Officer I had very little idea of the career pathways and experiences within regulatory affairs and the unique opportunities available for continuous learning and advancement” says Asha.
Asha’s time with the WCO as a Senior Technical Officer has proved immensely beneficial as she now represents DHL Express on forums including the WCO Private Sector Consultative Group (PSCG) sharing her organisation’s experiences and highlighting practical industry challenges. “I've witnessed firsthand how the private sector implements standards and regulations. I can also see where new regulation is not working or has not been implemented correctly” says Asha.
From Asha’s perspective, a key challenge in her role centres around cross-sector communication and fostering more effective collaboration, particularly when it comes to understanding the contexts, practical realities, and needs of the various stakeholders before introducing new regulations. “While daunting, these challenges are part and parcel of my work at DHL Express” says Asha.
In 2022, 12 months into her time with DHL Express, Asha enrolled in CCES’s DHL Group International Customs Training (E-DICT), a twenty-week intensive program designed to provide DHL Group employees with a broad understanding of international customs issues and processes, international conventions and agreements as well as topics pertinent to the organisation’s core functions such as supply chain security, tariff classification and valuation, and rules of origin.
“This Program came at the right time for me. It provided a valuable opportunity to connect with DHL Express colleagues from around the world, support others in better understanding the program, and even learn a few new things myself along the way.” says Asha.
When Asha reflects on the most rewarding parts of her career, there isn’t one standout moment. There have been several milestones that she holds close including being the first woman Malaysian Customs Attaché, and later, the first woman from the ASEAN region seconded to the WCO. She’s also led impactful workshops and training sessions for Customs officers around the world, managed and hosted AEO Conferences with over 1,000 participants, and played a pivotal role in developing and implementing Malaysia’s national AEO program, coordinating efforts across more than 40 border agencies.
Now, in her current role, Asha finds fulfilment in connecting the dots between policy and practice. “It’s the frequent opportunities I have to bridge the gap between regulatory frameworks and business realities which are most fulfilling. My reward comes from raising awareness about industry realities with regulators and seeing my work applied practically at DHL Express,” she shares.
According to Asha, her role involves a continual learning process, and this continuous growth keeps her motivated and inspired. “I strongly encourage current CCES students considering a career in customs to do so. Experience across both public and private sectors provides invaluable growth and comprehensive insights into regulatory dynamics”.
Asha Menon is VP Global Customs Regulatory Affairs with DHL Express in Brussels.