New general manager named for Mirum Singapore

J. Walter Thompson (JWT) Company Southeast Asia has appointed Sharon Fernandes (pictured) as general manager of Mirum Singapore. The move sees Fernandes relocating from Hong Kong, where she was most recently managing director at HeathWallace Asia. Before that, she held the role of head of client engagement, strategy and operations.

Fernandes has over 17 years of digital transformation experience and knowledge, including lifecycle experience in orchestrating business strategies, deploying enterprise commerce platforms and operating multi-disciplinary teams in entrepreneurial, consulting and agency environments. She has also implemented successful engagements in financial services, insurance and luxury retail across Asia, Australia and North America while working at Sapient, SapientNitro and HeathWallace, the statement added. Her recent client portfolio includes Huawei, Manulife, HSBC, Moët Hennessy-LVMH & Lane Crawford.

Jacco ter Schegget, CEO of J. Walter Thompson Company Southeast Asia said that Fernandes’ skills across management, CXO advisory and partnership, experience design, business strategy, and large-scale commerce and platform implementations, make her a great fit to lead Mirum Singapore moving forward.

“Fernandes joins us at a key juncture. We’re redoubling our upstream consulting capabilities for clients as we continue to build out our digital transformation, experience design and commerce activation offering across Southeast Asia, and as we leverage our combined network strengths across J. Walter Thompson, Mirum and WPP,” Schegget explained.

“My passion lies in integrating emerging technology to deliver immersive experiences and I’m very much looking forward to working with the team at Mirum and JWT to implement exciting innovative solutions for clients in the region,” Fernandes said.

Most recently, JWT Singapore confirmed to Marketing that restructures were underway at Mirum Singapore. This is in a bid to better leverage its extensive network strengths in the region, Jacco ter Schegget, Southeast Asia CEO of JWT and Mirum said in a statement to Marketing at the time.

In addition, to be more competitive on price and breadth of services, machine automation, tech development and delivery will increasingly be handled by near-shore specialists within Mirum and WPP. In Singapore, Mirum was said to be doubling-down on upstream consulting for clients as it continue to build out its digital transformation, experience design and commerce activation offering across Southeast Asia.

Marketing understood at the time that the shift in job functions may result in employees within these functions being redeployed to other parts of the wider network in a bid to retain them, and it may also result in job cuts if redeployment is not possible. When asked about job cuts at Mirum Singapore, JWT’s spokesperson declined to comment on Marketing‘s queries.

The increased collaboration between Mirum and J. Walter Thompson in the region was initiated last year by J. Walter Thompson Co.’s Asia Pacific CEO John Gutteridge to strengthen the network’s digital capabilities and build out a stronger integrated offering in the Asian region.

This saw Schegget assume the newly-created role of Southeast Asia CEO with responsibility for both the Mirum and J. Walter Thompson operations in ASEAN. Other key appointments followed, including Marianne Admardatine and Maureen Tan as CEO’s of J. Walter Thompson Company Jakarta and Bangkok respectively.