Philips names employer brand marketing manager

Philips has appointed Alicia Cheng (pictured) as its employer brand marketing manager, ASEAN Pacific, to support its candidate brand perception and preference. This is part of a larger employer brand strategy as Philips transitions into health technology.She replaces Alan Chua, who is now a recruitment marketing, ASEAN lead with Accenture, according to his LinkedIn. Moving forward, Cheng is responsible for developing globally aligned employer brand marketing strategies and tactics for the local markets, as well as supporting the regional talent acquisition strategic direction. Based in Singapore, she oversees ASEAN Pacific and South Korea. This will see her reporting to Ray Zheng, head of recruitment marketing, Asia Pacific, who is based in Shanghai.Before joining Philips, Cheng was the senior marketing manager at Adecco for more than two years, during which oversaw functions of brand management, digital, strategic marketing and communications within the Singapore team.Prior to that, Cheng was the senior manager at Brand Alliance for a year, where she worked on project-based assignments to develop a new product named "Influential Brands". She also conceptualised the approaches for product development and marketing, while driving business development goals. Cheng also fostered and negotiated partnerships for both upstream and downstream partners such as Clear Channel, Digimind and The Smart Local. She also worked at Edelman, Financial PR and OCBC.