As CMO of the new division, Soon will unify the Singapore terrestrial broadcaster’s branding efforts to create a better brand experience for consumers, advertisers, stakeholders and the community
Mediacorp will be establishing an integrated marketing organisation that brings together the majority of its marketing and communications personnel under the leadership of Debra Soon. She will assume the newly created role of chief marketing officer, with effect from June 1 this year.
Outlining the objectives of the new integrated marketing organisation, Tham Loke Kheng, CEO of Mediacorp, commented that the new division will unify the multimedia network’s branding efforts across the company, strengthen brand identity and communicate messages as part of its efforts to create “better, on-brand experiences” for its audiences.
She continued: “Ultimately, we want to create a more personalised and relatable Mediacorp that is everyone’s favourite source of news and entertainment, and the preferred partner for business success. Debra’s wealth of industry experience, deep understanding of our consumers and passion for the business make her the natural choice for this much-needed role.”
The integrated marketing organisation will oversee Mediacorp’s corporate branding and consumer marketing while supporting trade and affiliate marketing.
Soon last served as Mediacorp’s chief customer officer, and will be succeeded by Irene Lim, who has been with Mediacorp for 11 years. Consumer segments, broadcast engineering and broadcast operations will be reporting to Lim.
Tham concluded: “Irene will steer our ongoing pivot to consumers, putting them at the heart of all our initiatives. She will also increase our efforts to reinvigorate our portfolio of products and services, central to Mediacorp’s long-term vitality and success.”