Former Dentsu Singapore CEO Rosalynn Tay (pictured) has joined Banyan Tree Group as the new senior vice president, head of growth and demand. Tay will be responsible for driving the group’s multi-brand growth strategy while charting customer engagement across current and new digital channels. Her task will also include defining the strategic approach to sales, marketing, distribution, revenue and channel management.
Marketing first reported in September that Tay was serving notice at Dentsu Singapore. She has been with the network for over seven years. Prior to Dentsu, she was on the client side with over five years of experience with Tiger Airways. She also had a stint with DBS Bank as managing director, head of marketing for consumer banking.
In a statement to Marketing, Tay said Banyan Tree Hotels & Resorts started as an innovator in the hospitality space, and now that it has reasonable scale, it is time for the next phase of transformation. “Being part of the leadership team driving this is an honour and super exciting! I can’t wait to leverage my background to help this movement and chomp at the bits,” she added.
Her hire at the company comes shortly after Banyan Tree appointed former chief marketing officer of Huawei Singapore, Jonathan Ye as VP of global marketing. In this role, he will be responsible for growing and leading headquarter’s marketing leadership and strategic direction for all integrated marketing. Duties span across offline and online channels for multi-brand, digital performance marketing, content, direct channels and branding objectives for Banyan Tree’s hotel brands and spas across the globe.
Banyan Tree Group owns about 47 resorts and hotels across 24 countries in the globe. Last year, the group signed on 26 new hotel agreements across its four brands in Greater China, Fiji, Palau, Cambodia, Indonesia, Vietnam and Spain. According to Banyan Tree Group, it aims to expand globally in Americas, Europe and Africa continents while creating a stronghold in Asia Pacific.
The company currently works with Starcom Singapore as its global media business partner across 17 markets including Singapore, Indonesia, Thailand, Malaysia, South Korea, Greece, Morocco, Mexico, Maldives, Seychelles and Mauritius. The remit includes performance-driven strategy and activation to be delivered with data and technology-enabled solutions out of Singapore as the global hub. This will be for hotel and resort brands including Banyan Tree, Angsana, Cassia, and Dhawa.