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Mediacorp hands Debra Soon leadership of newly-consolidated marketing division

Mediacorp is consolidating its consumer marketing and communications divisions into one ‘integrated’ team in a bid to create a “more personalised and relatable” commercial offering.

Debra Soon: ‘She has a deep understanding of Mediacorp’s consumers and passion for the business’

As part of the structural changes, the broadcaster has promoted chief customer officer Debra Soon to the newly-created role of chief marketing officer.

She will lead the majority of Mediacorp’s marketing and communications staff, with Karen Yew of head brand and communications, and Christina Chua, head of partnerships and marketing, reporting to her.

The changes will be effective from June 1.

Mediacorp’s recently-appointed chief executive officer, 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.”

Formerly a broadcast journalist, Soon most recently served as Mediacorp’s chief customer officer, having replaced Chang Long Jong in January last year. Her role will now be overseen by Irene Lim, the organisations head of Chinese Audience.

Irene Lim: Mediacorp’s new chief customer officer

Tham added: “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.”

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