Edelman SG hires former Burson-Marsteller talent in reputation MD role

Edelman Singapore has appointed Adeline Goh (pictured) as the new managing director of reputation. Confirming her appointment to Marketing, a spokesperson said this comes on the back of Edelman modernising its Corporate Reputation Practice. Goh will be driving the refresh of the thought leadership and stakeholder management offer. She reports to managing director Delicia Tan-Seet, who oversees the Reputation department. Tan-Seet has been with Edelman for over 13 years, holding senior client roles in Beijing and Singapore.Meanwhile, Goh was most recently the MD (corporate, public affairs, government communications) at Burson-Marsteller and and subsequently BCW, for over two years. She joined Bell Pottinger Asia (which rebranded to Kareco Communications) in 2015 as partner and additionally headed corporate practice in the agency. Prior to that, she was with Ketchum Singapore for more than seven years. Starting as a director in 2007, she was then elevated to take on the role of senior vice president.Before taking on senior level positions at global PR firms, Goh was in the editorial team for a decade. With Singapore Press Holdings, she was a journalist first then a chief online editor and new media editor. She also had a stint with Mediacorp’s TODAY paper as the editor of features column for arts and entertainment.Marketing has reached out to Goh for comment.Recently, Microsoft Asia appointed Edelman Singapore to manage corporate, commercial, consumer and analyst relations at the Asia HQ level. The agency will draw on its full range of capabilities, from corporate reputation, digital marketing and creative, to help Microsoft in promoting and protecting company’s brand and thought leadership positioning in Asia. However, Edelman’s appointment will not affect Microsoft’s existing communications agency relationships in individual markets across Asia.