Mediacorp strengthens digital media team with hires from Amobee and Starhub

Mediacorp has made a slew of appointments following a shift towards digital advertising, along with a growing demand for integrated cross-platform solutions.

The media company appointed Jennifer Chase (pictured centre) as head of its digital media solutions unit. Prior to this, Chase spent over two years at Amobee, a division of Singtel’s digital group. She has 17 years of digital marketing experience in Asia Pacific, including 11 years at CBS Interactive where she led business development and online sales.

Meanwhile, Keith Cheong (pictured right) has been appointed as vice president of sales and will be reporting to Chase. Cheong rejoins Mediacorp after more than 10 years. Prior to rejoining, he served in digital sales and marketing roles at StarHub and PropertyGuru.

“Mediacorp has visibly increased its content and services in the digital space. This gives advertisers tremendous opportunities to connect with a wider audience leveraging not just our content and platforms but our data-driven insights and campaign expertise. I’m tremendously excited about being on board and leading a team dedicated to taking Mediacorp’s compelling suite of digital offerings to market,” Chase said.

The company also hired Dasheng Toh (pictured left) six months ago. He takes up the helm as Mediacorp’s head of commercial planning and solutions. The role is a newly created one and aims at strengthening the planning and innovation of Mediacorp’s solutions to trade partners. Under Toh’s leadership, the commercial planning and solutions team is responsible for creating and customising solutions across Mediacorp’s platforms for clients to reach their target audiences more precisely and effectively.

Prior to the appointment, Toh held leadership roles at Singtel, StarHub and Temasek Holdings, bringing with him over two decades of deep marketing and sales experience, especially in the media industry.

“Mediacorp is a vast canvas with limitless creative possibilities. Our range of media, spanning traditional to digital, work in synergy to present powerful, agile marketing solutions for advertisers of all industries. To take the company’s commercial performance to the next level, we need to convey with impact the power of our solutions and value of our audience networks while building deeper partnerships with new and existing partners,” Toh said.

Most recently, Mediacorp’s deputy CEO and chief customer officer Chang Long Jong stepped down from his role, taking on a role at MM2 Entertainment. He had been with the media organisation for more than 30 years. According to an internal memo seen by Marketing, a replacement will not be named for his deputy CEO role. Meanwhile, Debra Soon, head of the family (English) and premier segments took on the role as chief customer officer.

In 2015, Mediacorp announced a major reorganisation, moving away from traditional media lines towards a focus on specific consumer groups. The main changes were in the customer group, one of five groups in the organisation. Mediacorp’s business portfolio, comprising over 50 products, will be managed by teams focused on the following consumer segments: Family, News, Youth, Parents, Women, Men, Malay, Indian, Foodies, Learners, Live Entertainment and Premier.