Mass Rapid Transit Corp brings on board Chayenne Tan

Mass Rapid Transit Corporation has picked Chayenne Tan as its new general manager of product development and digital marketing.

In her new role, Tan will develop new strategies to drive the growth of non-fare revenue of MRT assets from retail leasing, transit advertising, station branding as well as activation spaces. She will also handle placemaking and strategic partnerships and oversee market insights and digital innovations, according to her LinkedIn page. 

Tan is a hybrid growth and performance driven marketer who thrives in connecting the dots of data, tech, design as well as content.

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She was previously with Standard Chartered Bank as its head of consumer, private and business banking marketing, a role she held for just over a year. 

Prior to that, she led performance and growth marketing at CIMB Bank Malaysia, the top five largest banking groups in Southeast Asia.

She joined CIMB in January 2016 as the head of emerging affluent business development. Tan then rose up the ranks to helm roles including VP, consumer marketing; director, consumer marketing; and director, performance marketing, according to her LinkedIn.

Before CIMB, Tan was previously the head of strategic planning and integrated marketing at ROOTS Asia Pacific, where she worked with brands such as adidas, Unilever and Standard Chartered Bank.

Prior to her role at ROOTS, Tan was the section head of marketing and communications, in charge of clients and markets at Deloitte. She joined Deloitte after her four-year stint as a section head of communications and PR at Hong Leong Bank.

During her time with Hong Leong Bank, she was credited with leading communications for post-merger transformation and system integration of HLB and EON Bank Group, amongst others, according to her LinkedIn. She was later promoted to section head post-merger, after her maternity leave.

Tan also worked as a communications specialist at Global Knowledge Partnership, where she was responsible for brand management, public relations, conference & exhibition management, sponsorship marketing, network member communication and newsletter.

In her career, Tan has won awards at A+M's Marketing Excellence Awards (MEA) and has been a judge for MEA, the Markies awards and Agency of the Year.

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