Team

Jeff Pan

Founder & CEO

A seasoned entrepreneur and product leader with over 15 years of experience building and scaling technology and logistics ventures globally. Currently the Founder of Belli, a VC-backed vertical SaaS startup transforming air cargo software for airlines, achieving first revenue within three months and reaching breakeven in under nine months.Previously served as Chief Product Officer at AirAsia, leading a $5M P&L and a 60-person technology team, contributing to cargo revenue growth from $50M to $220M while driving significant cost optimizations. Also designed and built SpaceX’s high-security logistics and reservations platform used by thousands of engineers weekly.Earlier experience includes venture building and advisory roles at McKinsey, and founding and exiting multiple startups across travel, SaaS, and hospitality. Brings deep technical expertise, strategic thinking, and a proven track record of execution.

Alexander Khor

Co-Founder

Alex owns the product roadmap across the AWB module, flights module, rates module, booking portal, partner management, and EDI messaging. He has worked directly with Etihad Cargo, Emirates SkyCargo, Raya Airways, Royal Air Maroc, and Lion Air. He won the Royal Air Maroc Open Innovation Demoday, was selected into Palantir's and Vercel's accelerator programs, and has spoken at CAPA, TIACA, and the Air Cargo Summit Central Asia.

Qiao Hui Foon

Co-Founder

Qiao Hui works closely with the commercial teams of our airline partners and is the lead designer of our customer-facing booking portal and capacity planning module. She owns the commercial layer of the platform—from Flight Scheduling and Stock Allocation to Rates Management, building tools that people enjoy using. She has previously worked at AirAsia cargo (Teleport).

Yanhao Liew

Co-Founder

Yanhao built the acceptance module, build-up module, and lying list for Raya Airways. He spent time on-site at Raya's cargo facility in Subang, working directly with warehouse supervisors to map how shipments move from booking through to aircraft loading. He manages UAT with Raya's ops lead Amir and translates ground-level feedback from Raya into product decisions, including how cargo manifests are grouped by ULD and how offloads and replans are handled when shipments miss their flight.

Asael Jalocha

Product Engineer

Asael Jalocha built the EPO import module, the EPO export module, and the Pakistan Single Window (PSW) API integration for Belli's e-customs platform. She has worked with Pakistan International Airlines, Emirates SkyCargo, and the PSW/WeBOC customs system in Pakistan, mapping integration points across consolidated goods declarations, e-delivery orders, HAWB creation, flight booking requests, and cargo release workflows. She also ran the CargoFacts Mexico City outreach campaign and manages Belli's Latin America pipeline.

Yusa Kanarohan

Head of Engineering

Yusa is the Head of Engineering at Belli, owns the core AWB backend, flight operations backend, EDI messaging module, and order versioning system. He built the automated EDI export pipeline, managed stages and statuses across the platform, and set up the production infrastructure for Raya Airways, Etihad Cargo, and Lion Air. He handles DevOps alongside Arief and Kunta, including database migrations and environment setup.

Arief Wibowo

Backend Developer

Arief owns the booking portal backend, audit and dashboards backend, AWB stock allocation system, and DevOps infrastructure. He built the credit limit system backend and manages production server health across Raya Airways and Lion Air. He shares infrastructure responsibilities with Yusa and Kunta across AWS ECS Fargate environments.

Audric Tjhoernandes

Backend Developer

Audric builds the backend services for the AWB module, rates and transactions module, warehouse operations, booking portal, and mobile app. He has worked across Etihad Cargo, Emirates SkyCargo, Raya Airways, and Lion Air. He owns the order update structure with versioning, automatic AWB assignment, and the backend integration layer that connects frontend modules to PostgreSQL and third-party services.

Joe Rahmansyah

Backend Developer

Joe built the weight and balance module, the EDI monitoring chart, and the Lion Air parcel integration. He owns AWB prefix and airline seeder configuration for Lion Air's multiple AOCs, special handling code seeding, booking period configuration for domestic and international routes, and the bulk replan backend logic for the lying list workflow. He has worked across Lion Air and Raya Airways on both messaging infrastructure and core operational backend features.

Kunta Purnama

Backend Developer

Kunta built the manual top-up flow, the agent credit limit history report, and the top-up report export pipeline for Lion Air. He also owns Belli's security and compliance infrastructure, including MFA authentication, AWS and GitHub access controls, RDS encryption, SSL certificate management, firewall rule configuration, and disaster recovery planning. He has worked across Lion Air and Raya Airways, and is building automated production-to-staging data pipelines and Prometheus and Grafana monitoring for the engineering team.

Abel Ramadhan

Frontend Developer

Abel built the schedule and capacity module, the flight group system (covering flight model, creation, sellable capacity, and operations), the allotment rules engine, and the booking pipeline integration for Lion Air. He also owns the acceptance module and build-up module for Raya Airways, and is building segment-based flight selection for Lion Air's booking portal. He has worked across Raya Airways and Lion Air as the primary frontend engineer for operations and scheduling.

Tito Oktavian

Frontend Developer

Tito built the AWB modal, transactions v2 module, rates setup interface, reporting and dashboards, and frontend DevOps and feature flag infrastructure. He has worked across Etihad Cargo, Raya Airways, and Lion Air. He also owns AWB stock allocation, the flight scheduler filter, and the platform-level frontend work that spans nearly every core module.

Ilham Adhim

Frontend Developer

Ilham built the booking portal used by agents at Raya Airways and Royal Air Maroc. He owns the no-show detection module, void shipment workflow, domestic and international booking period configuration, and user history log for Lion Air. He is currently building segment-based flight selection for Lion Air's booking portal and the multi-airline RBAC scoping layer that controls agent visibility across airlines.

Naufal Rohendi

Frontend Developer

Naufal built the irregularity process module, the offload and cart management module, the UWS report, and the lying list modal with bulk replan for Lion Air. He is building the transit AWB report and stopover cargo report, and replacing the airline switcher with airline-level filter dropdowns on the acceptance and build-up pages. He has worked on Lion Air's ground operations modules from day one of the implementation.

Alfian Putra

Frontend Developer

Alfian built the 3D warehouse visualization page for airBaltic, redesigned the customs API page on demo.belli.ai, and created Belli's internal frontend test server. He has worked across Etihad Cargo, Royal Air Maroc, airBaltic, and Lion Air. For Lion Air he contributed to the settings panel refactor, the prepaid module, and the parent account configuration for the booking portal.

Izam Ghali

Frontend Developer

Izam built the airline-specific rate configuration interface, the surcharge rates module, and commission setup for Lion Air. On the backend he owns the rate plan adjustment logic and the top-up report export pipeline using async S3-backed download links. He has worked across the rates and financial reporting modules for Lion Air and the core platform.

Ino Santoso

Mobile Developer

Ino built Belli's mobile app from scratch and manages its deployment on the App Store and Google Play. He designed the mobile home screen, connected the app to BelliCCA for cargo acceptance, and built mobile views for the final manifest report, agent credit limit history report, and cargo sales report. He is currently working on bulk replan for the lying list workflow with Joe on Lion Air.

Joemar Intas

Operations Manager

Joemar handles corporate operations across Belli's Singapore and US entities, managing regulatory filings with Stellar, Carta equity management, Xendit payment agreements, Wise payroll, Brex expenses, and grant applications. He also manages the onboarding and offboarding master list and coordinates startup accelerator applications.

Sophia Ferolino

Operations Admin

Sophia manages Gorgias customer support operations, QuickBooks bookkeeping, LinkedIn presence, and hiring documentation. She was on-site for the Skyway Airlines onboarding trip in Manila and Clark, helping coordinate training sessions with the operations team. She runs the new joiner training program that gets associates up to speed on the platform and internal tools.

Sabrina Valiyeva

Growth Engineer

Sabrina Valiyeva drives Belli's outreach and pipeline growth, owning the processes that put Belli in front of airlines around the world. She focuses on building and executing multi-channel outreach strategies across WhatsApp, LinkedIn, email, and cold calling, while keeping the sales pipeline organized and moving in Pipedrive. She has extensive experience developing the playbooks, scripts, and segmentation frameworks that the team uses to identify and engage new airline prospects, and has contributed to outreach campaigns spanning conferences in Shanghai, Indonesia, and beyond.

Kirk Manayon

Operations Admin

Kirk Manayon keeps Belli's day-to-day operations running smoothly, sitting at the crossroads of operations, finance, and internal tooling. He focuses on managing operational workflows, supporting the associate team, and maintaining the tools and integrations that the broader team relies on, from accounting processes and expense tracking to data syncing between platforms. He has a practical, detail-oriented approach to his work, handling everything from Lion Air flight data management and Pipedrive upkeep to onboarding documentation and internal process guides that help new team members get up to speed quickly.

Kousuke Watanabe

Product Engineer

Kousuke works with closely commercal team of our airline partner in UAE and made dashboard, automation system to them. And build data pipelines using APIs and databases, and create dashboards to visualize user activity in our product.

David Belisario

Product Engineer

David works on both product and engineering, building software live and onsite in front of airlines. He has led implementations for airlines like Emirates (mobile app) and Etihad (data analytics platform), as well as the API documentation for the Pakistan Government (Pakistan Single Window).

Alicia Lung

Associate Product Engineer

Alicia built the cargo manifest and cart manifest print module, the flight scheduling feature for MJets, and the rates module documentation for Lion Air. She has worked across Lion Air and MJets, contributing to crew scheduling workflows and demo environment updates.

Rachata Suksereekul

Associate Product Engineer

Rachata is a product engineer associate with a background in 3D game development and aviation. At Belli he has worked on 3D visualization features using Three.js, investigated tonnage report discrepancies for Raya Airways, and conducts intern screening interviews. He manages Raya UAT follow-ups with Amir and supports product documentation across the Lion Air master module implementation.

Linus Balter

Associate Product Engineer

Linus built the assistant chat UI, the MCP server connection for the assistant, and DevOps infrastructure including Terraform repo syncing with AWS and PR review enforcement. He has worked across Lion Air's implementation, supporting operations module work.

Andy Tran

Associate Product Engineer

Andy has worked on documentationof Lion Air scheduling module, joined on-site meetings with Raya Airways, and supported outreach to prospects including SinKung. She manages Lion Air documentation in Notion and has helped build context around flight scheduling and capacity configuration for Lion Air.

Ferdinand Beier

Associate Product Engineer

Ferdinand built the load balancing module review and the Lion Air weekly update deck. He has worked on Lion Air's implementation, contributing to the finance module, burndown chart reporting for stakeholders.

Shao Jie

Associate Product Engineer

Shao Jie helped build Lion Air's audit module documentation, the news page and team page on Belli's website, training for SinKung Airline and outreach for new markets. She has worked across Lion Air and SinKung, supporting implementation documentation and videos that gets airline teams up to speed on the platform.