OCBC Bank has appointed Yvonne Low (pictured) as head of marketing for OCBC Bank’s Consumer Financial Services division. She takes on the role after Goh Theng Kiat left the company in July last year to lead Prudential as chief customer officer. Low will oversee the division’s marketing team and drive its digital marketing strategy.
She was also previously in the panel of senior consultants with Singapore-based QED Consulting. Reporting to Ryan Lim, founding partner and principal consultant of QED Consulting, she was tasked to service clients across Asia Pacific, leading QED’s consulting practice in the areas of business innovation and digital transformation.
Prior to that, she was senior director, marketing, digital and menu innovation at McDonald’s Singapore for over five years, and was a member of its leadership team since January 2012. During her time at McDonald’s, Low was tasked with driving business and brand growth, as well as overseeing top-line sales and market share. She was also charged with driving the brand and business across digital platforms, establishing a strong following on social media and “significant” digital customer engagement touch points in the restaurants.
Low also led the internal cross-functional commercial team of marketing and communications, menu management, supply chain, operations functions to achieve company-wide goals. Additionally, Low made use of customer analytics to develop the McDelivery e-business and collaborated with strategic business partners and agencies to boost returns on media investment and drive greater efficiency.
Before joining McDonald’s, Low spent more than three years with Courts Asia, with her last role being regional marketing director. In that role, she was responsible for formulating and directing the company’s marketing strategy for Singapore and Malaysia. She also managed the overseas development and implementation of support materials and services for chapters in the area of marketing, communications, public relations and event management.
Low also led the implementation of Courts e-Shop and improved the return on investment of CRM programs. Additionally, she worked closely with key stakeholders of the commercial team to determine business objectives and strategy delivery through the implementation of advertising, promotional and sponsorship activities. Low also previously worked at DDB Worldwide and McCann Erikson.
Just last year October, OCBC Bank launched a new brand promise campaign with the tagline Simply Spot On (深知你心，更合你意). The bank insists that the new brand promise is not a marketing campaign, but rather the bank’s pledge to customers that it will make the effort to listen to them, truly understand them, and come up with the most appropriate solutions to meet their needs. OCBC declined to comment on the amount spent on the new tagline.