Mirum Singapore names new GM

Mirum Asia Pacific has appointed Caitlin Nguyen as general manager of Mirum Singapore.

Nguyen has 18 years of digital and traditional marketing experience spanning strategy and innovation to shopper marketing, brand building, e-commerce, customer experience and online to offline integration, across Asia, Europe, and the Americas.

Nguyen brings depth and breadth of knowledge across consumer technology, healthcare, retail, fashion and lifestyle as well as FMCG industries, and has worked with businesses such as Coca Cola, Renault, Sony, Dockers, EuroDisney, BAT, Dairy Farm, GlaxoSmithKline, Message Systems, ShoreTel, and Deezer.

She joined Mirum from Omni Marketing Group Asia, where she served as regional business director overseeing sales and marketing, strategic partnerships, business development, client development, and head of digital on a range of clients in both the business-to-consumer and business-to-business space.

She has also worked with Seattle-based Meridian Valley Laboratories, Levi Strauss-Dockers, Publicis Groupe, SmithKline Beecham, and AC Nielsen. Nguyen also founded Perfume River, a new brand of lifestyle products sold in North America and Europe.

Nguyen will oversee business in Mirum Asia’s Singapore headquarters, drive brand and employer visibility as well as build regional strategic partnerships and channels. She reports to Rueben Anthony, who holds the roles of managing director of Mirum Singapore and managing director of Mirum’s regional Digital Transformation & Consulting unit.

“Caitlin is a dynamic leader with an innate ability to connect and engage with everyone she works with.  I am thrilled to have her on board with us.  She really brings to life the spirit of curiosity and collaboration that defines what Mirum is all about,” said Ivens.

Mirum was formed in January, when XM Asia and 10 other digital agencies in J. Walter Thompson’s global network became one global digital agency spanning 20 countries and 46 offices.