RWS names ex-STB marketing chief as new SVP and chief experience officer

Resorts World Sentosa (RWS) has named Chang Chee Pey as its new senior vice president and chief experience officer, as confirmed by RWS to MARKETING-INTERACTIVE. 

Chang steps into the role after spending 26 years at the Singapore Tourism Board (STB) as assistant chief executive of its marketing group. 

Don't miss: STB marketing chief Chang Chee Pey exits, replacement named

In his 26-year-long career at STB, Chang was integral to the growth and development of Singapore's tourism sector. He held roles such as assistant chief executive of its international group and executive director of Europe, South Asia, Middle East and Africa during his time in the company. 

In November 2021, Chang took on the role of STB's marketing chief from Lynette Pang where he led tourism recovery efforts through the SingapoReimagine global campaign. He also championed new ways to amplify Singapore's destination story through strategic partnerships, innovative content and collaborations with international personalities such as Charlie Puth and Billie Eilish.

Before taking on this marketing role, Chang was assistant chief executive of STB's international group, looking after STB’s global network of regional offices. During his stint from 2016 to 2021, he led the international launch of the Passion Made Possible brand, drove innovative partnerships around the world and oversaw record pre-pandemic growth in visitor arrivals and tourism receipts from key markets.

His wide-ranging career in STB also included postings to India, Malaysia and the UK. He also had earlier stints in brand management, destination marketing, sightseeing and cruises, and played a key role in the development of Singapore’s integrated resorts.

When Chang stepped down from STB on 6 June this year, he was succeeded by Lim who previously helmed the role of executive director of travel agents and tourist guides. In his role, Lim oversaw the strategic development of the travel agent's industry and tourist guides profession. In this role, he led the review of legislation and the licensing of travel agents and tourist guides.

Concurrently, Lim also headed the tourism human capital office, which focuses on building a resilient post-pandemic tourism workforce. His long career in STB also included leadership stints in India, Southeast Asia and Oceania, as well as teams looking after the integrated resorts and Singapore’s cultural precincts.

Before STB, Lim worked at Singapore Airlines in 2000 and the Ministry of Foreign Affairs in Singapore where he was a foreign service officer. Lim joined STB in 2003 and has been with the company since.

Lim joins the company just as Sentosa Development Corporation (SDC) revealed that it is on the hunt for an agency to support its creative and digital needs, according to GeBIZ documents seen by MARKETING-INTERACTIVE. The appointment will be valid for a period of two years with the option to extend for another three years. 

It noted that it is looking for a creative and digital agency that has a strong digital-first approach, covering functions such as providing strategic counsel and advice on brand strategy, creative and digital strategy. This includes China in its scope of works.

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