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Sentosa Development Corporation's marketing director steps down after 5 years

Sentosa Development Corporation's marketing director steps down after 5 years

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Sentosa Development Corporation's (SDC) d

"What an epic five-year ride," 

Don't miss: Sentosa Development Corporation calls for creative and digital pitch

"We have accomplished so much together and I can’t wait to see all the future plans come to fruition," she said.

"As I embark into the next chapter of my career, the mix of emotions is real. Sadness to leave behind what’s familiar and my work family, but also excitement for the adventures that await me on the other side," she added. 

Prior to her stint in SDC, L'Oréal. There, she helmed the roles of general manager of designer brand fragrances as well as general manager of luxury makeup with

Prior to that, 

Sentosa announced in February that it would officially be moving away from the “State of Fun” - a branding it has had since 2014  - to a new tagline, “Where discovery never ends”.

In addition to the tagline, Sentosa’s logo was redesigned to bring out the promise of creating fulfilling moments on the island. According to a statement sent to the press, Sentosa, along with its creative agencies said that logo’s tranquil sunrise reflects the array of emotions from the experiences on the island from sunup to sundown.

In a conversation with MARKETING-INTERACTIVE at the time, Bharin, shared that the rebranding came about due to the disruptions by the pandemic.

“It gave us time to step back and recalibrate to better understand the needs of our guests through research,” Bharin said.

“We then discovered that while fun experiences were still important, our guests are becoming more discerning with the type of leisure experiences that they are looking for. They wanted offerings which are authentic and experiences which allows for a sense of introspection,” she explained.

Bharin also leaves shortly after SCD 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.

Related articles:
RWS names ex-STB marketing chief as new SVP and chief experience officer
Warner Bros. Discovery partners STB for interactive Sentosa event
Sentosa reinvigorates its shores with new beach clubs and entertainment precinct

 

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