Elisabeth Ruben is the Chief Commercial Officer, Indonesia at ASEAN Business Partners, where she leads sales strategy, revenue growth, and enterprise partnership development across the Indonesian market.

Elisabeth brings over 18 years of experience in B2B commercial leadership, with a strong track record in building high-impact sales pipelines, closing complex enterprise deals, and developing long-term strategic partnerships. Her expertise spans across SaaS fintech and digital platforms, where she has worked closely with C-level stakeholders to drive business expansion and market penetration. Prior to joining ASEAN Business Partners, Elisabeth held a senior commercial leadership role in a B2B fintech SaaS company, where she was responsible for leading commercial & enterprise sales, and market expansion. She also previously led B2B Sales and Partnerships in a digital platform within the home services industry, focusing on scaling platform growth and strengthening strategic collaborations.

In addition to her work in Indonesia, Elisabeth has led and contributed to B2B sales initiatives in European markets, including Belgium and France, bringing an international perspective to her commercial approach.

Elisabeth holds a Bachelor’s degree in Japanese Studies and a Master’s degree in Communication from the University of Indonesia. She has also completed a Business Communication program in Amsterdam, Netherlands, further strengthening her cross-cultural communication and global business perspective.