Mediacorp names Debra Soon CMO, aims to unify branding efforts across the company

Mediacorp has named chief customer officer Debra Soon (pictured left) to the newly created role of CMO, as part of its effort to create an integrated marketing organisation that brings together the majority of its marketing and communications personnel under a unified leadership.

Soon was appointed chief customer officer last year, replacing then deputy CEO and chief customer officer Chang Long Jong, who stepped down. She has worked in Mediacorp for nearly 20 years, reorganising the properties under Mediacorp's Customer Group to align consumer preferences and new consumption habits. Soon also oversaw a strategic initiative to reengage radio listeners and keep Mediacorp radio stations in pole position through successive Nielsen radio listening surveys.

“I’m looking forward to working with the marketing and communications talent across the company to build better brand experiences and bring Mediacorp closer to our consumers, advertisers, stakeholders and the community. I’ve been privileged to take up a variety of challenges in the company throughout my career and this is another incredible opportunity to do transformative work," Soon said.

Succeeding Soon as chief customer officer is Irene Lim (pictured right), with the consumer segments, broadcast engineering and broadcast operations now reporting to her. Lim was most recently head, chinese audience, during which she created cross-platform properties of including SPOP Sings! and the Body SOS Health Carnival, and applied a greater transmedia focus across its products and services. She spent 11 years at Mediacorp.

Both appointments are effective 1 June 2018, and are in a bid to provide a better brand experience for consumers.

The integrated marketing organisation will oversee Mediacorp’s corporate branding and consumer marketing while supporting trade and affiliate marketing. Karen Yew, head, brand and communications and Christina Chua, head, partnerships and marketing will report to Soon. According Chua's LinkedIn, she was promoted to the role in April this year, and is responsible for consumer marketing across all platforms in the Customer Group, News Group and Toggle.

According to Mediacorp CEO Tham Loke Kheng, the new integrated marketing organisation will unify branding efforts across the company, strengthen its brand identity and communicate consistent messages as part of its efforts to create better, on-brand experiences for consumers. It ultimately wants to create a more personalised and relatable Mediacorp.

"Soon’s wealth of industry experience, deep understanding of our consumers and passion for the business make her the natural choice for this much needed role," Tham said.

"Lim will steer our ongoing pivot to consumers, putting them at the heart of all our initiatives. She will also increase our efforts to reinvigorate our portfolio of products and services, central to Mediacorp’s long term vitality and success. Irene’s keen business acumen and commercial experience, coupled with a deep understanding of the industry landscape, make her great for the role," she added.