SPH Media taps former X exec as head of media marketing

SPH Media has appointed Tina Pang as head of media marketing, corporate subscription, and licensing solutions, bringing together a remit spanning media strategy, commercial solutions and enablement, performance marketing, trade development, customer success and strategic partnerships.

Pang will focus on strengthening SPH Media’s commercial propositions and coordination across teams, while identifying new growth opportunities across performance, first-party data, content, partnerships and AI.

Her remit will involve connecting SPH Media’s brands, audiences, content, data and capabilities to develop solutions for advertisers and new sources of growth for the business.

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Her immediate priorities include establishing clearer commercial priorities, strengthening client propositions and improving coordination across teams so that sales can bring solutions to market with greater confidence. Looking ahead, she will focus on expanding SPH Media’s advertiser base and developing opportunities across performance, first-party data, content, partnerships and AI.

AI is also expected to play a growing role in SPH Media’s media and commercial strategy, with the organisation exploring applications across audience discovery, campaign effectiveness, productivity, content licensing and new commercial solutions.

Pang brings more than two decades of experience across media, advertising and technology platforms. She began her career at OgilvyOne before moving into media sales at Yahoo Advertising, where she spent more than six years across sales leadership and strategic accounts roles.

She joined X, then Twitter, in 2015 as head of mid-market sales for INSEA before becoming head of large client solutions for the region. She later took on the role of head of sales for INSEA, a position she held until February 2024.

Speaking on her appointment, Pang said the media industry was undergoing significant change, but there were also opportunities for businesses willing to experiment and adapt.

“There is a great deal of change taking place across the media industry, but there is also much to be excited about. I believe our best way forward is to stay curious, test and learn, and build on the experience, ideas and strengths of the people already within the business.”

She added that her focus would be on bringing together the expertise and capabilities already within SPH Media, rather than relying on a single individual to drive change.

“I am fortunate to be stepping into a business with trusted brands and, more importantly, people with deep expertise, strong relationships and enormous commitment. This cannot be about one person. My role is to bring our strengths together, create greater clarity and help our teams turn good ideas into meaningful outcomes for our audiences, clients and the business.”

Pang said her experience at X and Yahoo reinforced the need for media businesses to stay close to changing audience behaviour and adapt their propositions as technology evolves.

She hopes to bring a similar platform mindset to SPH Media, including using data to inform decisions, experimenting with new models and scaling approaches that prove effective.

At the same time, Pang said the organisation would need to balance experimentation with considerations around content rights, attribution, audience trust and editorial integrity.

“As audience behaviours evolve, our focus at SPH Media is to bridge technology with trust, delivering practical value to our clients. Tina’s experiences and collaborative leadership align well with our proven direction. Her ability to connect media strategy with commercial execution will empower our teams to bring outcome-driven solutions to market,” said Kuek Yu Chuang, deputy CEO, SPH Media.

Pang's appointment comes as media owners navigate changes in audience discovery, the growing role of first-party data and AI, and increasing expectations from advertisers for measurable commercial outcomes.

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