Assembly bolsters regional growth with new SEA managing director

Assembly, Stagwell’s global omnichannel media agency, has appointed Sharon Soh (pictured) as managing director, Southeast Asia, effective immediately. 

Based in Singapore and reporting to APAC CEO Richard Brosgill, Soh will accelerate Assembly’s growth and regional momentum, bringing sharper focus to client success across Southeast Asia. Her appointment reinforces the agency’s established leadership across Greater China, North Asia, and Southeast Asia, and advances its commitment to delivering world-class brand performance across creative, media and commerce across APAC.

In a conversation with MARKETING-INTERACTIVE, a spokesperson from Assembly said this is a newly created role as part of Assembly's move to establish three focused sub-regions: Southeast Asia, Greater China, and North Asia.

With Vivian Mok stepping up as managing director, North Asia, and Karen Ho taking on the managing director role for Greater China earlier this year, Soh's appointment completes the regional leadership structure. "Her addition enables us to deepen cross-market collaboration and deliver more connected, scalable solutions that support both local and global client growth."

Soh, a seasoned industry veteran and former IPG Mediabrands executive, brings a wealth of experience and deep market understanding to Assembly. Her impressive track record spans diverse sectors such as FMCG, automotive, retail, and finance, and encompasses a proven ability in strategic planning, new business growth, and bespoke solutions that drive measurable business outcomes. 

In this role, Soh will focus on translating Assembly’s APAC strategy into on-the-ground impact, guiding market development, unlocking new business opportunities, and tailoring regional solutions to the specific needs of Southeast Asian clients. Her leadership will be instrumental in building better brand experiences for clients across the region, ensuring local nuance and global excellence come together in every engagement.

"Soh's appointment is a key step in our regional evolution," said Richard Brosgill, CEO of Assembly APAC. "Her leadership will drive tighter collaboration across markets, empowering us to seamlessly fuse global excellence with deep local insights to craft strategies that drive tangible results for our clients locally and across this diverse region."

"I'm inspired by Assembly's bold vision for a localised yet globally connected model, and I'm eager to contribute to its realisation," said Soh. "Brands today need a partner who can expertly navigate the complexities of local markets whilst capitalising on opportunities to scale globally. I look forward to working with the talented teams to drive exceptional results and cultivate deep, impactful partnerships.”

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