Mediacorp chief commercial and digital officer Parminder Singh (pictured) will be stepping down from the role after seven years with the company. In a statement to MARKETING-INTERACTIVE, Mediacorp confirmed the move and said his last day of service will be 23 February 2024.
The organisation thanked Singh for his service and for introducing “many new and innovative business solutions that aligned revenue growth with digital evolution”.
Currently, the hunt for a replacement is underway and in the interim, Singh’s responsibilities will be covered by CEO Tham Loke Kheng. Tham said: “Apart from Singh’s professional achievements, those who have worked with him will agree that he is a warm and charismatic person, with a natural gift for public speaking and mentorship. On behalf of all of Mediacorp, I would like to wish him the very best for his next adventure.
At the time of his appointment in 2017, Singh’s role combined what were previously two separate positions in the company and followed a series of recent hires reflecting Mediacorp’s move to bolster its digital capabilities.
Singh joined Mediacorp from Twitter, where he was managing director, Southeast Asia, Middle East & North Africa and India. Singh has also held appointments at Google as managing director, display solution sales, Asia Pacific, as well as positions in global companies including Apple and IBM, boasting over 20 years of experience in digital business, sales and marketing.
In a note sent to industry professionals, Singh said the decision was a tough one and assured clients and partners that their relationship with Mediacorp remained in safe hands and that the team will continue working with the same level of professionalism.
In a statement to MARKETING-INTERACTIVE, Singh said the departure is bittersweet. “I’m excited about what’s next, but it’s been a fun and fulfilling seven years with Mediacorp dotted with several milestones that I will always cherish. I’m really proud of the team and what we have accomplished together,” he added.
Under Singh’s guidance, the media network launched new services to aid marketers. Recently it launched a platform that connects marketers and media agencies with Singapore's social media talents called Mediacorp SocialHub. The platform will allow marketers and media agencies to reach out to credible and relevant local influencers directly.
On the advertising front, Mediacorp partnered with brand uplift analytics provider Brand Metrics to offer its clients brand uplift studies, to deliver more comprehensive and value-added advertising solutions. The studies will be powered by the latter and will allow advertisers to gain deeper insights into their digital marketing campaigns and the impact these have on their brands.
In 2021, Mediacorp also launched a new self-service advertising platform that it hopes will provide an "easy, efficient and effective" way for businesses of all sizes reach their target customers. Named "Mediacorp AdDirect", the platform enables advertisers to create, order and track their media campaigns and will kick off with facilitating purchases of ad space for TV, followed by digital and subsequently across all platforms within Mediacorp’s extensive media network.
Singh also guided the company to successfully launch Mediacorp Partner Network partnering with ESPN, 99.co, TheASIANPARENT, Vice Media, Mothership. This turned Mediacorp Network into the largest premium digital Network in Singapore. Currently, Mediacorp also has a partnership with YouTube for its accelerator program in Singapore Bloomr.SG with an audacious goal of nurturing 1000+ creators.
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