R3 builds up media offering hiring veteran Penelope Siraj


Independent global marketing consultancy R3 has hired senior media and advertising leader Penelope Siraj as principal consultant to lead the company’s media practice across Asia Pacific. 

In her new role, Siraj will be applying 19 years of extensive knowledge of media buying, planning, research, and digital to drive best practices for clients as they deal with marketplace trends across the media and marketing landscape. She was most recently at PHD as group business director, delivering growth, client satisfaction, and globally awarded campaigns for brands across technology, automotive, insurance, travel, B2B and FMCG. She has also worked with the likes of Zenith and Starcom.

Siraj (pictured) will join R3’s growing team of digital and media consultants in Singapore. Recent hires include Jovyne Chua (previously from Essence) and Wong Jing Ying (previously at Digitas APAC and IPG Mediabrands). Most notably, R3 also recently hired Indonesian adland veteran Anne Ridwan has joined independent global marketing consultancy R3 as country director for Indonesia to grow the consultancy’s presence in Indonesia and develop R3’s existing relationships with global brands and local clients such as Telkomsel.

“Our clients’ digital and media needs demand that our consultants understand the full spectrum of effect and impact in these domains,” said Shufen Goh, co-founder and principal, R3. “Having a team that has worked alongside global blue-chip MNC clients and within agency ecosystems means we can approach client briefs objectively and negotiate the best solutions for marketers with agency partners.”

“Siraj has a stellar track record of performance and has a knack for finding ways to use data to unlock opportunities for businesses,” said Goh. “She’s going to be a real asset as R3 builds capability in MarTech, performance marketing, data analytics and e-commerce.”

“Throughout my career, I’ve been focused on delivering effective work that builds trust in the power of media and showing the value that marketing can deliver on business outcomes,” said Siraj, “In this shift to consulting, I’m looking forward to taking on a highly strategic role and helping clients navigate the fast-evolving media landscape and respond to marketing challenges with agility.”