LaLiga has appointed former OPPO Singapore marketing lead Russell Tan (pictured) as its senior regional account manager, to aid in its regional growth through strategic partnerships and branding. Tan will be responsible for seeking partnership opportunities, managing and growing relationships with existing partners, as well as growing fans and brand exposure.
He reports to Ivan Codina, managing director for Southeast Asia, Japan, South Korea and Australia. LaLiga launched its Asia Pacific office four months ago and Tan will first focus on establishing the Singapore market.
Prior to his latest appointment Tan was the marketing manager at OPPO Singapore, where he was responsible for growing the team locally. Before joining OPPO, Tan was an account manager at 360 digital marketing agency IH Digital for more than two years, where he oversaw the Philippines and Malaysia markets, as well as regional accounts. He managed clients and partners such as Ayala Land Corporate, Metrobank, Walt Disney Studios Philippines, Columbia Pictures Philippines, Cebu Pacific Air and J.CO Donuts. Tan was the point of contact for regional campaigns across all platforms such as Baidu, Weibo and Naver.
In a statement to Marketing, Codina said LaLiga "definitely" wants to increase its brand exposure in the region, work closer with its existing stakeholders and partners, and get closer to fans. "We will be adopting a global but geo-localised strategy for each market, with emphasis on digital content. We will also be working with the grassroots and engaging with general football fans," he said.
"We are really excited to incorporate local talent into the regional office in Singapore, and we are fully aware of the work that Tan has done with OPPO in the past. We hope that his past experiences and market knowledge will help us achieve our objectives not just in Singapore, but in the region," he added.