SG fintech firm names former agency head Shannon Cullum as CMO

Singapore-based fintech firm BetterTradeOff (BTO) has named?Shannon Cullum (pictured) as the chief marketing officer, starting October. He previously spent nine years as a CEO within multinational advertising networks, Saatchi & Saatchi and MullenLowe.

In the newly-created role,?Cullum will be reporting to BTO founder and CEO, Laurent Bertrand. He has been tasked to?lead the development of a new direct-to-consumer brand proposition, including the creation of brand strategy, naming, and identity. The brand will be launched in Singapore first with an emphasis on digital and data-based marketing, before a global roll-out.

In a statement to Marketing, Cullum said he will be helping to fulfill BTO's mission in simplifying and demystifying financial planning, and in turn, unlocking lost industry revenue. He explained: "Traditional financial planning practices result in a lack of clarity and transparency, which often lead to mistrust in advisors and the industry as a whole. It also means that trillions of dollars go uninvested."

Most recently, Cullum was the CEO of Singapore-born social commerce provider, JET8. He joined in December 2017 to work with JET8's founders on the release of a blockchain-based social token and the company?s global expansion. He is currently an investor and advisor with multiple tech start-ups in Asia, the U.S. and Canada.

Cullum brings with him over 25 years of experience in marketing and communications, including?more than 10 years in Asia Pacific where he led Saatchi & Saatchi and MullenLowe offices in Singapore, Malaysia, Indonesia and Vietnam.?He has consulted across a diverse range of marketers and brands. They include Procter & Gamble, Unilever, The Coca-Cola Company, Google, Toyota, Levis, Mondelez, Danone, Novartis, Uniqlo, AirAsia, FWD Insurance and Acer Computers.

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