Jetstar Asia has appointed Jan-Paul Jeffrey (pictured left) to the role of regional marketing manager, Southeast Asia. Prior to the move, Jeffrey was global chief marketing officer and general manager for Singapore and international markets for Reebonz.
He replaces Chantal van Wijnbergen (pictured right), who relocated to New York last month. In a statement to Marketing, the company confirmed the move, adding the Jeffrey will head the marketing and PR team in Singapore.
“Jeffrey will continue to drive initiatives to strengthen the Jetstar brand in Asia. He replaces Chantal van Wijnbergen who has relocated to New York,” the statement added.
During his time at Reebonz, Jeffrey led the marketing function across all markets, with a focus on putting consumer insights at the centre of the business. He was also responsible for leveraging big data, growth hacking, personalisation, CRM, and marketing automation to optimise marketing spend and accelerate growth, according to his LinkedIn. He also led full brand equity across all markets and was tasked with the full business development and P&L responsibility for Singapore and Middle East regions, for both online and offline channels.
Before Reebonz, Jeffrey was the Thailand general manager (director) for L’Oreal’s professional products division. He was responsible for all functions, top and bottom line delivery. He also directly managed a portfolio of haircare brands such as Kerastase, L’Oreal Professional and Matrix.
He was also an APAC region general manager (director) for Matrix, Redken, Pureology and Essie, where he led marketing, commercial, education, operations, personnel and finance teams in 12 markets. This includes Singapore, Malaysia, Indonesia, Hong Kong, China, Japan, Australia, New Zealand, India, Taiwan, Thailand and Philippines.
Jeffrey also held a stint at P&G as a market operations leader in Asia distributor markets, where he led the market operations team consisting consumer marketing, trade marketing, and consumer communications. This was for all P&G salon professional brands sold via distributors in 10 markets in Asia, including Singapore, Malaysia, Indonesia, Hong Kong, Taiwan, Thailand, Vietnam, Philippines, Sri Lanka and Brunei.
Prior to the move, Wijnbergen had been with the company for over five years, taking on responsibility for all marketing and PR for Jetstar Group across SEA. Together with the marketing team, she developed the Jetstar Southeast Asia’s brand positioning, and was responsible for marketing, content and communication strategy. This resulted in the brand’s “Because You Can” brand campaign which was launched in 2015, and also Jetstar’s first SEA campaign.