Jonathan TanSenior Marketing Leader

I'm a senior marketing leader with 20 years of experience driving brand growth, innovation, and commercial performance across Asia-Pacific, Europe, and North America — all within the consumer packaged goods industry. I currently lead a US$150M portfolio spanning household, personal care, and food brands across 14 APAC markets as Marketing Director, Asia-Pacific. My remit covers brand strategy, P&L ownership, go-to-market planning, and category expansion.

Before returning to Singapore in 2018, I spent five years in London as Senior Brand Director, Europe, running a premium personal care portfolio generating over €600M across Western Europe. Before that, four years in Shanghai as Regional Marketing Manager for Greater China, where I averaged 18% annual sales growth and learned that digital-first thinking in China is just thinking. The early career was classic FMCG — Brand Manager and Assistant Brand Manager roles in Singapore and Malaysia, cutting my teeth on category launches and consumer insight work.

Outside of work, I'm an executive sponsor for our APAC Diversity & Inclusion Council and a regular speaker at regional marketing and consumer insights conferences. I hold an MBA from INSEAD and a Bachelor of Business Administration in Marketing from the National University of Singapore. I've mentored 20+ high-potential marketers into leadership positions — which is, honestly, the part of the job I'm most proud of.