Lan Tran, Chief Relationship Officer at EXTAG
Lan Tran, the Chief Relationship Officer at EXTAG, has had an impressive and diverse career. With over two decades of experience in sales and marketing across multiple industries, she is highly regarded in the technology and energy sector.
Lan studied Anthropology and Communications, which has significantly shaped her understanding of people, systems, and change. Reflecting on her career, she shares, "My career spans twenty plus years in sales and marketing across advertising, recruitment, and technology."
This diverse experience has given her a unique perspective on the intersection of emerging technology and societal impact.
In early 2023, Lan joined EXTAG, a West Australian custom asset management system company that supports asset-intensive industries such as mining, oil & gas, and defence. As the Chief Relationship Officer, she leads growth strategy and drives partnerships that scale impact.
Lan is currently focused on expanding EXTAG's footprint in the defence sector and deepening its impact across mining and oil & gas. A significant milestone for EXTAG has been its selection as one of five Australian SMEs in a competitive federal commercialisation program for defence.
"We’re helping organisations close critical gaps in asset management — particularly for mobile, temporary, or secondary assets often excluded by traditional Enterprise Resource Planning (ERP) systems. It’s about making these assets visible, compliant, and ready for use," Lan said.
Lan is committed to mentoring the next generation of leaders, embodying diversity and inclusion in her career. In recognition of her efforts, Lan was awarded the Women in Defence Association Sarah Taylor Individual Excellence Award for 2025.
"Supporting emerging talent through the Women in Defence Association and Energy Club WA has been especially rewarding," she shares.
Lan's achievements span both personal and professional milestones. Early in her career, she ranked in the top 2% of a 900-strong national sales force, consistently remaining in the top 10%. On a personal level, she raised her son solo while holding a C-suite role, including homeschooling him for a couple of years to meet his unique needs.
"It taught me to lead under pressure and reinforced my belief that every challenge has a solution if approached pragmatically."
Lan credits her parents as her greatest influence, teaching her the importance of honesty, kindness, and resilience. Her lived experience as a former refugee has also shaped her perspective, teaching her how to rebuild from nothing and stay grounded and focused.
Outside of work, Lan recharges through stitching, people watching, and exploring new places and ideas. She is also drawn to style, philosophy, and reading, which often spark new ways of thinking. Her community involvement has included acting as Sponsorship Chair for the INCITE Awards, and the Game Changer Awards, and assists ZONTA International with their communications, an organisation advocating for women’s rights.
Lan’s leadership at EXTAG and dedication to supporting up and coming professionals continue to make a significant impact in the industry.