News

Christel Quek joins Twitter

Christel QuekChristel Quek, one of brightest young talents on Asia’s social media scene, has landed a role at Twitter, Mumbrella can reveal.

She joins the microblogging site as regional content lead for Asia Pacific, Middle East and Africa, based in Singapore.

The focus of her role is content development and strategy, working to improve Twitter’s content creation, delivery, and governance capabilities across the region.

She will report to Frederique Covington, Twitter’s international chief marketing officer.

Quek – still only 23 years old – joins the social network after a short stint at Samsung. The electronics giant underwent a restructure of its regional marketing team last year, and Quek left after three months with the company.

She was retrenched along with Samsung’s regional marketing director, digital and social media Damien Cummings, who is joining Philips as regional CMO in February.

Quek wrote about her new job on her blog: “It’s critical that content is actionable and meaningful and the beauty of Twitter’s various products, such as always-on media planning and Twitter audiences, will be fully maximised with the inclusion of content that just works.”

“I am committed to working closely with my new colleagues and partners to ensure that we have the best in class content strategy that would be relevant, useful and informative for Twitter users. I am positive that this will be possible as I work with some of the best minds in the world to influence, impact and grow the relationship between brands and users positively.”

Prior to Samsung, where she was regional social business lead, she had a four-year spell with media agency Havas Media, where she started her career. She was Havas Media’s global social manager.

Quek, known as Ladyxtel on Twitter where she has almost 60,000 followers, will continue to write for Huffington Post and Harvard Business Review.

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