FairPrice Group names new head of retail media network

FairPrice Group has appointed Rajiv Singh as head of FPG ADvantage, the omnichannel retail media network’s newly created business unit. The move signals the supermarket giant’s intent to scale its retail media capabilities, leveraging its extensive physical and digital footprint to deliver both enhanced shopper experiences and measurable brand outcomes.

In the newly created role of head of FPG ADvantage, Singh will lead both the strategy and day-to-day operations of the retail media network. He will also oversee the expansion of FPG ADvantage as a platform connecting brands with shoppers across FairPrice Group’s omnichannel ecosystem.

In conversation with MARKETING-INTERACTIVE, FairPrice Group said the appointment reflects its ambition to responsibly leverage first-party data and omnichannel reach to create a sustainable value exchange for both shoppers and brand partners. For consumers, this translates to more relevant and useful experiences supporting everyday decisions. For brands, it offers a trusted platform to engage high-intent audiences across online and in-store touchpoints.

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Furthermore, Singh's leadership at FPG ADvantage positions the group to scale retail media in a way that complements the customer experience while delivering measurable outcomes for brands, reflecting a growing trend among retailers in Singapore to integrate data-driven media networks with omnichannel retail strategies.

Singh joins FairPrice Group with over 25 years of leadership experience across global brands including Sony, Walt Disney, and Flipkart. Most recently, he was country head of Grab Ads in Indonesia, where he grew the advertising business across more than 300 cities, working with global brands and local merchants in a fast-growing and competitive environment. 

Commenting on his move to Singapore, Singh said he is excited by the maturity of the retail ecosystem and for the opportunity to build an integrated retail media network. “I see strong potential to leverage FPG’s scale, trust, and deep shopper insights to deliver measurable business outcomes for brand partners, while enhancing everyday shopping experiences for consumers." 

He added, “I am focused on driving the platform's next phase of growth — scaling the retail media advertising business, shaping go-to-market strategies, and working closely with commercial, product, and technology teams to deliver performance-led solutions with clear, measurable outcomes for brand partners."

FairPrice Group first debuted FPG ADvantage in October last year. The platform leverages the group’s 570+ touchpoints — including FairPrice supermarkets, Cheers, Unity pharmacies, and Kopitiam food courts — to connect brands with 1.7 million app users and over two million Link Rewards members. Combining physical and digital assets such as digital screens, in-store radio, AI-enabled smart carts, tabletop decals, and in-app placements, FPG ADvantage drives more than one million daily interactions while providing advertisers with measurable insights into campaign effectiveness through partnerships with Meta and The Trade Desk.

Pilot campaigns have demonstrated the network’s reach and performance.  Singtel’s collaboration at FairPrice Finest’s ‘Store of Tomorrow’ attracted over 45,000 visitors in a month, while Nestlé Singapore’s Milo activation reached 680,000 shoppers in a week, generating a 42x omnichannel return on ad spend and a 30% sales uplift.  

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