SINGAPORE – Mediacorp 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. Ms Soon assumes the newly created role of Chief Marketing Officer.

 

The integrated marketing organisation will oversee Mediacorp’s corporate branding and consumer marketing while supporting trade and affiliate marketing. Karen Yew, Head, Brand and Communications and Christina Chua, Head, Partnerships and Marketing will report to Ms Soon.

 

Ms Soon, whose career in Mediacorp spans over 20 years, started as a broadcast journalist and last served as Mediacorp’s Chief Customer Officer. Under her leadership, Mediacorp’s Customer Group reorganised its properties to align with consumer preferences and new consumption habits. Ms Soon also oversaw a strategic initiative to reengage radio listeners and keep Mediacorp radio stations in pole position through successive Nielsen radio listening surveys.

 

Succeeding Ms Soon as Chief Customer Officer is Irene Lim. Consumer segments, Broadcast Engineering and Broadcast Operations will now report to Ms Lim. During her 11 years in Mediacorp, Ms 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. Ms Lim most recently served as Head, Chinese Audience. Under her leadership, the unit created cross-platform properties of tremendous appeal including SPOP Sings! and the Body SOS Health Carnival and applied a greater transmedia focus across its products and services.

 

These movements are effective 1 June 2018.