People movements that caught Singapore’s eye in 2025

2025 has been a year of major strategic leadership moves across Singapore’s brand landscape. From modern tea and consumer electronics to luxury hospitality, insurance, and corporate banking, seasoned marketers have stepped into pivotal roles that will shape brand strategies, customer experiences, and growth trajectories for years to come.

It has also been a year of change at the top, with some of the region’s most notable marketers moving between brands, bringing fresh perspectives and signalling bold ambitions for the organisations they join. From newly created roles to elevated positions, these appointments are not just about filling seats, they are about defining the direction of Singapore’s most visible brands in an increasingly competitive and fast-evolving market.

These five appointments, in particular, have captured the attention of Singapore’s marketing industry, spotlighting leaders with proven track records taking the reins to drive international expansion, shape customer-centric strategies, and steer integrated marketing efforts. Their vision and experience offer a glimpse into how brands intend to navigate disruption, embrace innovation, and connect with consumers in meaningful and culturally relevant ways.

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CHAGEE lands Eugene Lee as APAC CMO, accelerates international expansion efforts

In April, CHAGEE tapped Eugene Lee to lead its APAC marketing as the modern tea brand ramps up international expansion. In his role, Lee oversees brand and business growth across the region, balancing a cohesive brand identity with localisation strategies for diverse markets. Reporting directly to the APAC CEO and global CMO, he also joins CHAGEE’s global leadership team.

Lee told MARKETING-INTERACTIVE that he was drawn to CHAGEE by the founder’s vision and the brand’s mission to reinvent tea. He noted that CHAGEE aims to modernise the tea experience, elevate the category, and reshape how consumers perceive tea, positioning itself as a pioneer in making the beverage more appealing and culturally relevant.

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Former marketer Kwek-Perroy Li Choo takes on newly created MD role at Great Eastern

In August, Great Eastern Group appointed Kwek-Perroy Li Choo to a newly created role overseeing customer segments, experience, product development, digital platforms, brand, marketing, and communications. Reporting directly to the group CEO, she is tasked with driving a unified, customer-centric strategy that delivers innovative propositions, integrated solutions, and personalised experiences.

A seasoned insurance leader, Kwek-Perroy brings extensive experience in customer-centric transformation from senior roles at AXA Group, Manulife, and Zurich Insurance Group across APAC and Europe. Her appointment underscores Great Eastern’s focus on integrated strategies and holistic customer experiences.

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Samsung Electronics Singapore elevates Lynn Chong to head of marketing

Samsung Electronics Singapore promoted Lynn Chong to head of marketing earlier this year, where she now oversees a cross-functional team and leads all marketing and communications efforts for the brand’s mobile and consumer electronics divisions. Her responsibilities span integrated marketing communications, media, social, digital, communications, and brand partnerships.

Chong previously served as head of brand marketing for Samsung’s mobile eXperience division for over four years, managing marketing for the Galaxy portfolio and spearheading the market introduction of the brand’s foldables and AI offerings. Her promotion reflects Samsung’s focus on integrated marketing leadership to strengthen its presence in Singapore’s competitive consumer electronics landscape.

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Shangri-La Singapore names new director of marketing

In July, Shangri-La Singapore appointed Koo Sok Hoon as director of marketing, as the flagship hotel looks to strengthen its brand positioning and expand its reach among local and international guests. Koo will lead the hotel’s overall marketing and communications strategy, covering brand positioning, integrated campaigns, digital and social partnerships, PR, and guest engagement, while also driving both brand equity and commercial performance.

Speaking to MARKETING-INTERACTIVE, Koo described the role as a “unique opportunity and responsibility”, reflecting the scale and reputation of the hotel and its potential impact on Singapore’s luxury hospitality scene.

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Standard Chartered names new global corporate coverage marketing director

Standard Chartered appointed Cheryl Lim as its global corporate coverage marketing director within the corporate and investment banking division in July. In this newly created role, Lim will shift her focus from B2C to B2B marketing, driving storytelling and campaigns that resonate with corporate clients while aligning with business objectives and maintaining integrity.

Lim returns to banking after beginning her career at DBS Bank and HSBC, and brings extensive leadership experience from roles at Manulife, StarHub, and most recently CHAGEE Singapore. Her appointment underscores Standard Chartered’s emphasis on strategic marketing that bridges brand, communications, and business impact in the corporate banking space.

Read more here. 

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