Kinderland International Education names its first-ever CMO

Kinderland International Education (KIE) has appointed Alvin Tham as its first chief marketing officer (CMO).

In the newly created role, Tham will focus on elevating KIE’s suite of brands as the group moves into its next phase of growth. He will lead the full marketing and sales function across Kinderland Academy, Kinderland Classics, Kinderland Workplace, NurtureStars and ELFA.

Tham aims to sharpen KIE's brand architecture and strengthen differentiation across the portfolio, driving an integrated marketing and enrolment strategy spanning digital, content, social, PR and offline channels. He will also work closely with KIE’s operations, curriculum and corporate teams to align go-to-market performance in Singapore and the region.

Don't miss: Rent-a-CMO? Why APAC is (still) cautious about the fractional marketing model

The CMO role was previously structured as a marketing director position, which had been left vacant, said Tham in conversation with MARKETING-INTERACTIVE. To him, the move signals that the group is ready for “bigger brand ambitions, deeper customer engagement and a marketing engine that's built for the future”.

Tham will also serve as CMO at Crestar Education Group, overseeing brand management, marketing and communications for KIE and its wider portfolio.

Commenting on his appointment, Tham said he is "excited with the opportunity to shape a clear, future-ready brand architecture for a much-loved heritage brand that is a pioneer in the early childhood education sector in Singapore."

"It’s an exciting time to join Kinderland as the Group enters new markets and strengthens its position as a top-quality preschool brand in the region. There’s a lot of work ahead, but I’m energised by the potential of our brands and what we can achieve together as a team," he said.

Tham will report to Robert Leong, group chief operating officer for Crestar Education Group and chief executive officer for Kinderland International Education.

He joins from Busy Bees Asia, where he was director of marketing communications and creative, Asia, managing regional marketing, communications and customer service teams across 15 brands in Malaysia, Singapore and Vietnam.

Tham previously held roles as director of marketing at MindChamps and head of marketing at the National Library Board, among others.

For Tham, the move marks a meaningful career milestone. "It’s a position I’ve worked towards for two decades, the north star guiding me to choose roles that stretched me, honed my craft, and helped me learn how businesses truly grow. At the same time, I know this is where the real work begins," he said.

"I’m excited to bring that experience into Kinderland International Education, a group with deep heritage and tremendous potential, and to help shape how our brands create impact for families across the region," he added.

The appointment comes amid wider senior marketing movements in the regional education sector. In Malaysia, Taylor’s Education Group’s group CMO, Ben Foo, recently stepped down after over nine years with the university group. Foo led the group’s commercial strategy and execution. He played a key role in pushing Taylor’s beyond Malaysia’s borders, strengthening its presence in China, Indonesia and India. 

Foo has since joined Woodpeckers Group as its new chief executive officer.

Related articles:    
Cigna Healthcare Singapore names new CMO and head of customer experience 
Mastercard names Accenture veteran global CMO as Raja Rajamannar steps down 
Driscoll’s appoints ex-Zespri CMO to newly created global role