Sophia is a versatile marketing practitioner with over 20 years of regional experience, spanning both the private and public sectors. A consummate brand builder, she has a track record of marketing excellence in pioneering new businesses, turning around troubled brands, launching new-to-the-world categories and growing low penetration and habit-changing brands.
She honed her marketing mastery in blue chip companies such as Procter & Gamble and Johnson & Johnson, managing multi-million dollar brands in the Asia Pacific markets, and bringing breakthrough innovations from concept to commercial success.
Following her illustrious FMCG career, Sophia was headhunted to be the Assistant Chief Executive of the Singapore Tourism Board to lead its marketing transformation. She introduced a consumer marketing approach to an entrenched destination promotion model and imbued a yield-driven mindset in the organisation. She oversaw the organisational redesign which enabled marketing to shift from a support to a leadership function with a unified global strategy, while helming an 80-strong team across 4 divisions, and integrating marketing plans across 25 markets.
This led to more strategy and change lead roles in vastly different industries such as Finance and Payments. At Overseas Chinese Banking Corporation (OCBC), Sophia championed a consumer-centric approach to product marketing, and not only delivered several successful consumer insight-led campaigns, but also injected rigour and discipline in the creative development process to significantly improve marketing ROI.
At Mastercard Asia Pacific, Sophia introduced a more cohesive brand architecture which married brand assets with life stage consumer segmentation within the product portfolio and enjoyed continued success from refreshing the thinking and approach to marketing even in a B2B context.
Sophia’s strategic rigour and systems thinking, unique ability to balance analysis with creativity, pursuit of excellence and infectious passion for brand building are instrumental as ROHEI positions ourselves for the next lap of growth to serve the global workforce.
Sophia is married to her college sweetheart and is blessed with three lovely girls. A firm believer that sports build character and resilience, Sophia and her husband, both former athletes, are so thankful that their children share their love for competitive sports. They enjoy bowling, cycling, and exploring new places together.