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Edelman names new APAC head of influencer marketing and promotes APAC EVP

Edelman names new APAC head of influencer marketing and promotes APAC EVP

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Edelman has appointed Alyssa Soh (pictured left) as its head of influencer marketing in the APAC region and has promoted Simon Murphy (pictured right) to the role of head of business marketing. In their new roles, Soh will report to Tyler Vaught, Edelman’s global head of influencer marketing, and Murphy to Joe Kingsbury, global chair of B2B Marketing at Edelman.  

In Soh’s newly created role, she will be tasked with scaling Edelman’s influencer marketing offering across the region, establishing a body of work and strengthening Edelman’s position in the market.

Don't miss: Edelman bolsters B2B offerings with new global unit launch

Prior to her current role, Soh was the head of branded content and creators for X (formerly Twitter) JAPAC, a role she held from 2018 to 2023. In her previous role, Soh led multi-functional teams across the region and worked hand-in-hand with X’s top advertisers to create consistent creative work and drive optimal performance on the platform. At X, Soh was also the strategic publisher manager from 2015 to 2018, according to her LinkedIn page. 

Soh was also the new media solutions manager for emerging markets at Google Singapore, a role she held from 2011 to 2015. At Google, Soh was tasked with supporting the internal sales team on pitch development for identified opportunities during the commercialisation of YouTube across the Philippines, Singapore, Malaysia and Indonesia.

On the other hand, Murphy has been with Edelman for six years and first joined the firm in Hong Kong as head of corporate in 2017 before relocating to Melbourne in 2022 to take up the role of EVP, head of corporate innovation, APAC and global client lead. In his new role, he will lead Edelman’s specialised B2B offering, focused on driving reputation, business demand and revenue growth for B2B clients, across the APAC region. 

“Business has always been about trust and relationships. At Edelman, we earn trust to drive growth. We make meaningful connections and sustain conversations. Which drives bigger, better, long-term impact,” said Murphy.

On her decision to join Edelman Soh said, “I believe leveraging Edelman’s established and trusted position in the global communications industry, as well as its comprehensive suite of solutions, will allow us to innovate in this market – enhancing our work with both Brands and Creators to create meaningful content and trusted connections with their audiences across owned, paid and earned channels.”  

Edelman has also been actively bolstering its leadership positions as it recently promoted its CEO of Hong Kong and Greater Bay Area Delicia Tan and its chief operating officer for China Nelson Ren to the joint roles of co-CEO for Greater China, effective immediately, following Pully Chau’s departure earlier this year. 

While Tan retains her existing title and responsibilities across Hong Kong and Greater Bay Area, she will also continue to manage the firm’s operations in Taiwan.

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