Visa names new APAC director of experiential marketing, sponsorships and partnerships

Visa has appointed former Diageo head of brands in culture and partnerships Celine Ong as director of experiential marketing, sponsorships and partnerships for music across Asia Pacific.

According to Visa, Ong's appointment builds on the brand's efforts to engage with an evolving consumer landscape in Asia Pacific.

In a LinkedIn post announcing the move, Ong said she was looking forward to creating experiences that connect people through music and culture.

"I've always believed the best partnerships don't just reach people, they also earn a place in culture. I'm looking forward to shaping strategic partnerships and experiences that connect people through music and culture, while creating meaningful value and relevance for our clients, partners, and consumers across Asia Pacific," she said.

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Ong joins Visa after four years at Diageo, where she most recently served as head of brands in culture and partnerships for Southeast Asia. In the role, she led culture-led brand partnerships spanning music, fashion, art, luxury and cuisine across brands including Johnnie Walker, Don Julio, Tanqueray and Guinness, according to her LinkedIn. 

Among her notable work was spearheading Don Julio 1942's Southeast Asia partnership with Korean DJ Peggy Gou, which later evolved into a global collaboration, as well as leading talent partnerships for the global launch of Johnnie Walker Vault featuring Lee Dong Wook, Sandara Park, Apo Nattawin and Vietnamese singer Tóc Tiên. She also developed collaborations with brands including Aupen, Amber Lounge and Hypebeast, according to her LinkedIn. 

Prior to Diageo, Ong spent more than six years at Edrington, where she held several global and regional marketing leadership roles across The Macallan, Highland Park and The Glenrothes. Before that, she spent four years at the Singapore Tourism Board, leading initiatives across the country's entertainment, nightlife and tourism sectors.

Her appointment follows Visa's recent hire of former TikTok executive Danny Irsyaduddin Osman as head of media, social, data, content and digital innovation for Asia Pacific.

In the role, Osman is responsible for unifying Visa's media, social, content and data strategies across Asia Pacific, with a remit spanning Southeast Asia, Australia and New Zealand, India and South Asia, Japan, Korea, Mongolia, Greater China and the Pacific Islands.

The appointment formed part of Visa's broader push to strengthen its social-first and data-driven marketing capabilities as it looks to build deeper connections with the next generation of consumers across the region.

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