How would you describe your current role and the biggest challenges you face?

As Group Head of Marketing at Oona Insurance, I'm responsible for the launch and growth of the Oona Brand, launch the e-commerce platforms and direct to customer initiatives including Digital Sales, with the goal to become the leading Digital Insurer in SEA. The biggest challenges currently are how to scale in a short period of time, while managing costs. Another key challenge is to unify a multi-geographic and cultural set of individuals into one team with one common goal and vision.

What is a common misconception about the work you do?

A misconception about marketing and especially digital is that we do "facebook marketing". Another key misconception is that marketing is an expense center.

How did you get started in your marketing career?

This came about through my education and then subsequent first role. After that it was pure love of this career.

Describe the most impactful marketing campaign/project you've personally worked on.

There are a few to name. A couple I will list here: One with OCBC in late 2015 called the Better Banking Experience (SG), which propelled OCBC bank as a serious player in the digital banking/services space. The second is Alhamdulliah Jago Syariah for Bank Jago in ID, which repositioned the brand as a differentiated offering in the market.

What is one marketing trend or change you're not convinced will work for SEA tech brands?

One which will have limited impact is the indiscriminate use of influencers without a regard for fit and messaging. This will not work beyond getting eyeballs.

What is one marketing trend or change that you hope to see more of at SEA tech brands? And, why?

The one trend I would like to see in SEA is to really use content effectively to build brands. I believe content is an effective way to demonstrate how the role of brands in peoples' lives and can be used better. However, this needs patience and commitment - which is in short supply.

What is your favourite marketing resource that you would recommend to this community? And, why?

The resource I use is Avinash Kaushik's blog -The Marketing Analytics Intersect, which is topical and provides evergreen marketing fundamentals which every marketer can relate to.

Lastly, where are you based, and where would you take friends visiting your city for the first time?

Singapore - and I would always visit Sentosa for those visiting the first time followed by The Marina Bayfront.