Embargoed till 18 May 2018, 5.30pm
Mediacorp appoints Debra Soon as Chief Marketing Officer and Irene Lim as Chief Customer Officer
Movements enable Mediacorp’s ongoing pivot to consumers and efforts to create a better brand experience for consumers, advertisers, stakeholders and the community
Singapore, 18 May 2018 – Mediacorp today announced an organisational change and key appointments to enable its pivot to consumers and create a better brand experience for them.
The company is creating an integrated marketing organisation that brings together the majority of its marketing and communications personnel under the leadership of media veteran Debra Soon. Ms Soon assumes the newly created role of Chief Marketing Officer.
Mediacorp CEO Tham Loke Kheng said, “The new integrated marketing organisation will unify branding efforts across the company, strengthen our brand identity and communicate consistent messages as part of our efforts to create better, on-brand experiences for those we serve. Ultimately we want to create a more personalised and relatable Mediacorp that is everyone’s favourite source of news and entertainment and the preferred partner for business success. Debra’s wealth of industry experience, deep understanding of our consumers and passion for the business make her the natural choice for this much needed role.”
The integrated marketing organisation will oversee Mediacorp’s corporate branding and consumer marketing while supporting trade and affiliate marketing. Karen Yew, Head, Brand and Communications and Christina Chua, Head, Partnerships and Marketing will report to Ms Soon.
Commenting on her appointment, Ms Soon said: “I’m looking forward to working with the marketing and communications talent across the company to build better brand experiences and bring Mediacorp closer to our consumers, advertisers, stakeholders and the community. I’ve been privileged to take up a variety of challenges in the company throughout my career and this is another incredible opportunity to do transformative work.”
Ms Soon, whose career in Mediacorp spans over 20 years, started as a broadcast journalist and last served as Mediacorp’s Chief Customer Officer. Under her leadership, Mediacorp’s Customer Group reorganised its properties to align with consumer preferences and new consumption habits. Ms Soon also oversaw a strategic initiative to reengage radio listeners and keep Mediacorp radio stations in pole position through successive Nielsen radio listening surveys.
Succeeding Ms Soon as Chief Customer Officer is Irene Lim. Consumer segments, Broadcast Engineering and Broadcast Operations will now report to Ms Lim. During her 11 years in Mediacorp, Ms Lim has helmed the group sales and more recently the Chinese Audience segment, consistently delivering business results and fresh ideas to engage consumers and advertisers. Ms Lim most recently served as Head, Chinese Audience. Under her leadership, the unit created cross-platform properties of tremendous appeal including SPOP Sings! and the Body SOS Health Carnival and applied a greater transmedia focus across its products and services.
Ms Tham said: “Irene will steer our ongoing pivot to consumers, putting them at the heart of all our initiatives. She will also increase our efforts to reinvigorate our portfolio of products and services, central to Mediacorp’s long term vitality and success. Irene’s keen business acumen and commercial experience, coupled with a deep understanding of the industry landscape, make her great for the role.”
These movements are effective 1 June 2018.
Head, Brand and Communications, Mediacorp
Tel.: +65 6350 3261
Mediacorp has the widest range of media platforms in Singapore spanning digital, television, radio, print and out-of-home media. Its mission is to engage, entertain and enrich audiences by harnessing the power of creativity.
Mediacorp pioneered the development of Singapore’s broadcasting industry, with the radio broadcast in 1936 and television broadcast in 1963. Today, the company has over 50 products and brands in four languages (English, Mandarin, Malay and Tamil), reaching out to virtually all adults in Singapore weekly.
Mediacorp is an active regional player through Channel NewsAsia International, drama co-productions and collaborations in magazine publishing and online media. Its investments include stakes in Kapanlagi Network, Indonesia’s largest independent digital media, as well as Reebonz, one of the region’s fastest growing luxury online retailers, and Vietnam television’s International Media Corporation.
Mediacorp was named Terrestrial Broadcaster of the Year for the 14th time at the Asian Television Awards in 2017.