UOB elevates Brenda Teo to VP of strategic comms and brand

UOB has promoted Brenda Teo to VP, social media, group strategic communications and brand. She was formerly AVP for the same role for over two years, and manager for that role for almost two years as well. According to Teo's LinkedIn, she is a brand and marketing communications professional who strongly believes in a customer-centric approach to deliver relatable and actionable insights. Her experience included performance marketing and integrated marketing across multiple touchpoints.

Prior to joining UOB, Teo was with Timmermann & Tan Advertising for three years, where she most recently held the role of account manager. During her time there, she oversaw creative content on ground and online including social media and programmatic ads, as well as key campaigns across various retail and F&B brands.

Separately last year in October, UOB invested up to SG$500 million in digital innovation initiatives as it seeks to double its retail customers. With the investment, the bank aims to digitally serve more than seven million customers across ASEAN by 2026. As part of its investment, UOB also brought together the innovation of its digital bank, TMRW ,with the scale and product depth of its mobile app, "UOB Mighty" on one platform, UOB TMRW. The UOB TMRW team, which brings together experts from technology, behavioural science, data science and banking, aims to drive an agile culture with new enhancements to the mobile app.

It also partnered with Southeast Asia consumer fintech platform Fave that month, to launch the UOB Rewards+ initiative. Aiming to disrupt the traditional banking rewards experience, the alliance brought together two rewards and loyalty programmes in Singapore together. The initiative will be under UOB's new unified digital platform, UOB TMRW which attempts to make banking simpler, transparent and engaging for its customers. According to UOB then, the bank recognises that scale, transparency and a personalised experience are key to changing the traditional rewards system for all consumers. With this knowledge, UOB partnered with Fave to double the number of merchant locations in UOB's reward programme. 

The UOB Rewards+ programme features the bank’s proprietary digital engagement engine, which brings together solutions in artificial intelligence (AI), machine learning and data analytics to personalise the reward experience for each customer. With every transaction made, UOB is able to learn and reward redemption patterns to recommend relevant deals to the consumer. Additionally, the digital engagement engine also powers up UOB TMRW’s market-pioneering insights feature, which provides personalised prompts to help customers spend and save more wisely. 

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