Shangri-La Singapore names new director of marketing

Shangri-La Singapore has named Koo Sok Hoon as director of marketing as the flagship hotel looks to strengthen its brand positioning and grow its reach among local and international guests.

In the new role, Koo will lead the hotel’s overall marketing and communications strategy, spanning brand positioning, integrated campaigns, digital and social media partnerships, PR and guest engagement. She will also be in charge of boosting both brand equity and commercial performance.

In conversation with MARKETING-INTERACTIVE, Koo said the scale and reputation of the hotel presents a "unique opportunity and responsibility".

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"Shangri-La Singapore is one of the most iconic and distinguished hotels in the region, with a rich heritage as the flagship of the Shangri-La Hotels and Resorts and a prominent venue for signature events such as The Shangri-La Dialogue. I'm truly humbled to take on this role and look forward to working alongside a passionate team to bring fresh perspectives and renewed energy to the way we market this exceptional property," Koo said. 

Prior to her role at Shangri-La Singapore, Koo was the marketing communications director, Asia at The Travel Corporation where she helmed the role for one and half years. 

At The Travel Corporation, Koo led Trafalgar's first mega event in Singapore, launched its inaugural weather sponsorship campaign on Channel News Asia and introduced Trafalgar River Cruises to the region. All of which are milestones that garnered strong media and industry attention, Koo said. 

Before that, Koo spent eight years at BMW. Koo joined the luxury automotive brand as a marketing communications manager before exiting it as the head of marketing communications. 

Other companies Koo has worked with include Gucci, Breitling, Fairmont Singapore and Swissôtel The Stamford. 

After more than a decade across luxury sectors, Koo said that she is excited to return to the hospitality industry with fresh perspectives and cross-industry insights. 

"I've truly appreciated my time at The Travel Corporation and the opportunities it gave me to grow professionally in a different industry after close to a decade at BMW. However, after one and a half years, I felt it was the right time to seek a new challenge where I could continue to grow, expand my skill set and contribute to a new environment," Koo said. 

"I'm looking forward to applying what I've learned to a fresh set of goals and priorities," she added. 

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