ShuFen started her career with a local broadcaster, and later moved on to a local quadplay telco, spent 10 years marketing and bundling it's mobile, media and Internet services as head of its consumer integrated marketing division.

Returning in 2010 after a sabbatical in Paris. She moved into new product and business development, and launched Asia's first broadcaster OTT streaming service in 2012 (TV Anywhere). With this, she kickstarted the transformation of service, platform, business model, partnership model and most importantly skillset and capabilities. This is now the telco's Starhub Go service.

She spent the next 4 years running the media and broadband BUs and P/L with $600m, Increasing the product lines penetration to 7 in 10 homes in Singapore. Improving the profitability and transforming its cost centres.

In 2017, she left the corporate world, and founded a tech marketplace start up (Gluu) that allows consumers to trade connectivity with nearby devices securely. This service found traction in Indonesia where the Internet inaccessibility created a demand for such a service. With her cofounder, they developed a new model of acquiring connectivity more easily C2C, supported by data analytics and enterprise sponsorship. Gluu was incubated by IMDA in Singapore and won multiple awards for its service innovation. The start up was acquired by an Indonesian FinTech consortium in 2021.

She was named in the Top 100 Woman in Tech inaugural list by IMDA and Singapore Computer Society. Apart from her day job, she's mentoring start-ups with Gradual Research Innovation Prog (GRIP) at National University of Singapore. she's also EXCO member of Sg Computer Society's Technoprenuership Chapter to support entrepreneurs.

She received certifications in Sustainable Finance and ESG Materiality Reporting and AI Ethics and Governance.