Rod Strother exits StarHub, new VP of brand and marcomms named

StarHub’s Rod Strother (pictured) is set to exit the telco after over three years with the company. Last year in November, Strother took on duties on an interim basis, to handle the brand and marketing communications teams at StarHub amidst the structural changes across the company which saw around 300 employees being let go.
The telco has since appointed Mei Cheong to take on the role as vice president, brand and marketing communications. Cheong was last with Indonesian telco, Indosat Ooredoo, as the group head, brand, marketing and communications. She brings with her expertise in end-to-end integrated marketing, consumer insights and brand building, having worked for various companies in Asia, North America and EMEA.

In a statement to Marketing, a StarHub spokesperson confirmed his exit from the telco, to pursue personal interests. The spokesperson added that Strother had expressed his intention to leave the company last year however, he agreed to take on the brand and marketing communications role in the interim. “We would like to express our sincere thanks to Strother for his invaluable contributions to the company and wish him all the best in the future,” the spokesperson said.

Marketing understands that as part of the added responsibilities, Strother was at that point tasked to work with StarHub’s ad agencies and have a team of approximately 25 reporting to him. Prior to that, last helmed the role of vice president of digital transformation and also headed up the brand’s digital experience team, under the consumer marketing division in his time with StarHub.

In his time with StarHub, Strother has led some notable campaigns. The most recent one under his remit was the campaign inspired by Game of Thrones. He worked with agency BLKJ to promote its new TV package in line with its #HelloChange brand position.

Prior to StarHub, Strother was Lenovo’s director, digital and social centre of excellence. In his role, Strother was responsible for leading the social media marketing team in Lenovo. His team was tasked to develop social media as a core skill throughout the company, according to his LinkedIn.

His background in marketing also cuts across the agency spectrum where he was general manager of Catalyst UK, and was responsible for establishing an Asian base in Singapore. He also oversaw the sales teams in Australia, Hong Kong and Singapore. Before that, Strother led BBDO Proximity for two years. Some of his prior stints were with Grey Group in Kuala Lumpur and with Robbins Brandt Richter in New Zealand, among others.

“It’s been a exhilarating journey over the last three and a half years at StarHub. From setting up the digital experience team to drive eCommerce, build out the social media practice, establish the approach on apps and UX and then finishing with overseeing the new brand launch. I’ve got a short break coming up and will then be looking at new opportunities here in Singapore,” Strother said in an exclusive statement to Marketing.