Pamela Seow departs from Poh Heng after 15 years

Pamela Seow, assistant GM of Poh Heng will be departing her role. Seow confirmed the departure to MARKETING-INTERACTIVE and added that she will be launching her own personalised brand consultancy services.

In a conversation with MARKETING-INTERACTIVE, Seow (pictured) said, “Through my personalised brand consultancy services, I hope to be able to share some of my experiences in brand transformation (internal and external) with other brands who may feel it is the right time for them to embark on a new vision.”

“I recognise there are many companies out there who could benefit from reimagining their brands without losing the original essence,” she added.

Seow has been with Poh Heng for 15 years, and has been behind many of its bold marketing executions. In 2018, Poh Heng’s ad campaign broke the norms by featuring couples of the same sex. Seow, who had been then been with the brand for 11 years said that the brand has been in business for seven decades since per-independence Singapore and as a Singapore heritage brand, Poh Heng believes in “constantly challenging” every aspect of the business to remain relevant,” she said. This ranges from jewellery innovation, to offering the best customer service, to “valuing and respecting every individual as the foundation for building business success."

“When we set out to identify and select personalities to participate in the exhibition, we were mindful that the group of people should reflect and represent a wide cross-section of Singapore – people who demonstrate the value of trust based on their personal journey,” she said. That included anyone and everyone who called Singapore their home.

Last year, the brand also engaged comedian racy local Kumar as one of the three influencers to front its latest collection inspired by the iconic Peranakan tile. Seow said that Kumar resonated with the authenticity of Poh Heng's Legacy collection and the heritage it stands for, as his bold, unapologetic humour is a legacy that Singaporeans are familiar with.

Commenting on her departure, Seow said, “After 15 good years at the company, I felt that this was a good time to leave as I had accomplished what I had set out to do - transform a traditional brand into a progressive one which encompassed current and new values of trust, diversity and inclusion. I felt comfortable leaving at this moment as the new leadership and management team is able to achieve this vision and further the transformation.”

She added that in today’s world, every great brand requires vision and commitment to actualising a movement. “I’m really happy my team and I were the drivers for this. This event garnered a MARKETING-INTERACTIVE award for me for Marketer of the Year, which was really the cherry on the cake,” she said.

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