Singtel has appointed Cindy Tan (pictured), former marketing director, Haagen-Dazs Business Unit of General Mills, to the newly created role of head, marketing, International Group. She reports to Arthur Lang, CEO of Singtel’s International Group.
The appointment is in a bid to strengthen the management team and its marketing capabilities to support its new businesses. Tan will be responsible for developing and executing the marketing strategy for the new initiatives that the International Group is embarking on, including e-sports, gaming/net content platforms and VIA, a cross border mobile payments platform. She will also develop the International Group’s branding in the gaming world and long term marketing plans with potential marketing partners and sponsors.
Tan was previously with General Mills for four years, during which she oversaw Asia, Middle East and Africa. Prior to that, she was head of marketing, Singapore at Samsung for close to two years, according to her LinkedIn. Before that, she was with Johnson and Johnson for over eight years and Nestle for over five years.
In a statement to Marketing, Tan said she aims to leverage on the regional footprint of Singtel Group’s 720 million customers by marketing digital platforms and services. She also aims to steer the group towards becoming a champion of customer voice and meaningful innovation, as well as experiment with agility and speed to bring superior new products and services that delight consumers.
“I am very excited to be part of this journey with Singtel, conquering new growth terrains together with this team of diverse talents not just within International Group but also the operating companies,” Tan said.
She told Marketing that having spent 19 years in the FMCG/consumer products space, some might see this career move as an “uncommon” one. However, she believes marketers must continuously evolve not just in their marketing strategies and tactics, but also challenge themselves and flex different muscles from time to time.
Tan described the opportunity to join Singtel as a “marvelous serendipity” and is thrilled to be involved in the initiatives and new brands that Singtel’s International Group are building. “It is a different game. It will not be a walk in the park but I am definitely looking forward to this challenge,” she said.
Meanwhile, Lang told Marketing that Tan brings to Singtel a wealth of experience and ideas from her FMCG background.
“What we are doing at the Singtel Group is very special and I am very excited to have her on board. In this digital world, I want to draw upon the expertise from a plethora of backgrounds to take our business to the next level,” Lang said. He added that Singtel Group, comprising six telcos, has the necessary assets and right to win in this digital world.
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