Mediacorp has announced an organisational change and key appointments to enable its pivot to consumers and create a better brand experience for them.
The company is creating an integrated marketing organisation that brings together the majority of its marketing and communications personnel under the leadership of media veteran Debra Soon, who assumes the newly created role of Chief Marketing Officer.
Mediacorp CEO Tham Loke Kheng said: “The new integrated marketing organisation will unify branding efforts across the company, strengthen our brand identity and communicate consistent messages as part of our efforts to create better, on-brand experiences for those we serve. 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.”
Succeeding Soon as Chief Customer Officer is Irene Lim. Consumer segments, Broadcast Engineering and Broadcast Operations will now report to Lim. During her 11 years in Mediacorp, Lim has helmed the group sales and more recently the Chinese Audience segment, consistently delivering business results and fresh ideas to engage consumers and advertisers. Lim most recently served as Head, Chinese Audience.
Tham said: “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. Irene’s keen business acumen and commercial experience, coupled with a deep understanding of the industry landscape, make her great for the role.”