Summary
Overview
Work History
Education
Skills
Language Proficiency
Award
Speaking Experience
Timeline
Generic
KEITH NATHAN CHEONG

KEITH NATHAN CHEONG

Summary

Experienced with leading teams to achieve project goals through effective management and strategic planning. Utilizes strong organizational and communication skills to foster collaboration and drive performance. Track record of successfully overseeing project execution and adapting to dynamic work environments.

Overview

22
22
years of professional experience

Work History

Team Lead, Client Partnership Sales

SPH Media
05.2024 - Current
  • Seconded to head up FMCG and pharmaceutical sales categories to drive breakthroughs and growth
  • Led advertising sales cluster team to grow FMCG revenue KPIs through retention and new account revenue growth.
  • Led cross-functional team strategy and planning to develop thoughtful and relevant ad sales solutions to solve the pain-points of the industry and marketers' diverse advertising needs.
  • Developed strategic initiatives to improve product, content and ad sales tools delivery and audience engagement.
  • Mentored junior team members, fostering skill development and knowledge sharing.
  • Implemented process improvements resulting in increased operational effectiveness across departments.
  • Tapping on 20 over years of Terrestrial and Digital TV experience to lead solutions-selling and outcome-based solutioning to win the finite advertising wallets of marketers.

Director, Merchant Success & Digital Commerce

LatitudePay Asia Pte Ltd
06.2021 - 04.2024
  • Managing the 500+ merchants in the areas of driving business growth, merchant on-boarding and training; including the deployment of LatitudePay in both offline and online merchant platforms to offer 3,6 and 12 instalment tenures for customers. Working with Tech, Product, Marketing and Acquisition Teams to support merchant growth through marketing and promotional initiatives. Leading the digital commerce integration for e-commerce merchants to offer LatitudePay’s instalment options across the consumer journey, supported by e commerce solutions like Woocommerce, Magento, Shopify and custom APIs.
  • Fintech, Digital Payments, E-Commerce

Entrepreneur

Antler Southeast Asia
01.2021 - 06.2021
  • Enrolled in the January cohort of the Antler Founders entrepreneurship programme. Experienced the journey of ideating with fellow Founders on potential business problems that could be solved through technology adoption. Shaping of business plans and developing product-market fit objectives, including pitching to potential investors.

Chief Commercial Officer

MOGUL Pte Ltd
03.2019 - 01.2021
  • Overseeing the commercial aspects of the business, from leading the enterprise solutions and SaaS product development for the real estate ecosystem enterprise solutions for the real estate industry, developers project marketing, agency collaborations, fundraising activities and pitching to investors. Led the product development of Mogul’s developer driven platforms - covering New Launch, Workspace, International and M-Value (valuation analysis).
  • Proptech, Real Estate

Vice President, Ad Sales

Mediacorp Pte Ltd
Singapore
02.2017 - 03.2019
  • Led a team of Senior Digital Directors to provide strategic account engagement, develop data-driven Go-to-Market action plans to more than 120 integrated Account Sales Managers across various brand categories and verticals. Developed business strategies and negotiating strategic deals with direct advertisers and media agencies in Singapore and other parts of Southeast Asia. Achieved revenue objectives across Mediacorp’s full range of digital assets, like ChannelNewsAsia.com, TodayOnline.sg, 8World.sg and toggle.sg (OTT). Collaborated with Mediacorp’s Editorial and BrandStudio units to grow non traditional digital revenue channel in the areas of branded content monetisation - development, distribution and marketing. Launched the Mediacorp Youtube product, leading the internal collaboration and development of Mediacorp’s English and Chinese digital product offerings to capture screen-agnostic audience segments to drive monetisation. Consumer journey analysis for the brand owners through analytical platforms like Google Analytics, Lotame DMP, Alexa and Comscore to support advertising campaign reporting and audience behavioural tracking. Partnered AdTech providers to assess and implement relevant technologies to support the revenue infrastructure and organisational goals. Established strategic partnerships with leading technology platforms like Google, Facebook, Microsoft and Yahoo, as part of devising a trans-media, screens agnostic strategy to capture audience segments across the various touch-points of the consumer journey.

Head of Digital Sales

Singapore Press Holdings Ltd
Singapore
03.2014 - 02.2017
  • Headed up the Digital Sales Division, a digital organisation in SPH that operates the slew of digital properties like StraitsTimes.com, BusinessTimes.com, AsiaOne.sg, zaobao.sg; among other vernacular titles. Led the product development of SPH’s digital assets, developing customised solutions that supports advertising revenue growth. Managed both local and overseas sales structures, covered 3 local Sales teams based in Singapore, 1 dedicated team in Malaysia; including 2 overseas sales bureaus in Hong Kong and Japan. Budget planning and setting of fiscal year deliverables, revenue and performance management. This included team structuring to attain the organisational goals.
  • Singapore (SPH)

Head, Research and Analytics

PropertyGuru Group
Singapore
01.2013 - 03.2014
  • Responsible for the company’s branded research consulting services, in collaboration with real estate developers; as part of growing non-traditional revenue channels. Building property buyer journey mapping through their online behaviour and tracking their activities across various devices to support real estate developers’ marketing strategies and objectives. Led a wide range of data-driven research works and produced materials covering various real estate localities in Singapore during monthly real estate seminars, on subject matters like real estate trends, government master plans and land sales analysis. Spoke at 9 seminar events related to various newly launched property segments for institutional and private investors. (More details in Speaking Experience section)
  • Singapore

Head, Sales Strategy and Trade Marketing

PropertyGuru Group
Singapore
10.2010 - 01.2013
  • Led the Sales Strategy team in developing non-traditional revenue plans and Go-to-Market strategies for the property sales teams; as part of growing the revenue goals of real estate developers. Devised data-driven integrated solutions that incorporated display advertising units, branded and video contents to offline activation activities. User data analysis and audience behavioural tracking to support advertisers’ campaign objectives and conversion KPIs. Managed the Trade Marketing team in devising customer oriented communication strategies and action plans; as part of growing the relationships and brand recall among the top spending customers. Quarterly and yearly planning of trade communication like electronic direct mailers, surveys, branded case studies, including interviews and trade events.
  • Singapore

Senior Business Development Director

iHub Media
Shanghai, Beijing and Guangzhou, China
07.2009 - 10.2010
  • Led the expansion of advertising sales activities for iHub Media Group in Shanghai, Beijing and Guangzhou. Established relationships with local premium publishers like CTRIP, QUNAR and Financial Times as part of providing integrated digital solutions for advertisers back in Singapore. Provided a critical bridge for Chinese advertisers to buy into audience segments outside China, through the hub Media network of properties like Microsoft Advertising, ESPN and Garena.
  • Based in Shanghai, China

Sales Strategy Director

iHub Media Group
Singapore
03.2007 - 07.2009
  • Developed digital strategies to grow the various revenue channels associated with the exclusive representation of Microsoft Advertising, ESPN, Friendster and Facebook. Provided integrated media solutions and Go-to-Market action plans for Sales teams engage digital agencies and direct advertisers. Spearheaded Facebook premium advertising for both the Philippines and Indonesia markets. Partnered Facebook’s US product and advertising teams in customising the advertising solutions for the Southeast Asian markets. Frequent travel to Indonesia and Philippines, as part of forging strong relationships with local agencies and brand owners; in adopting the Facebook premium units like videos, polls to grow the brand pages.
  • Singapore

Senior Product Manager, Distribution

Mediacorp Studios
Singapore
01.2004 - 03.2007
  • Led the content licensing team in growing the distribution of the broad array of Mediacorp contents, ranging from drama, sitcoms, variety and reality formats. Budget planning and establishing of revenue objectives and deliverables based on the geographical footprints and consumption analysis. Established licensing agreements and pricing negotiations for the different content genres; in alignment with the fiscal year revenue goals. Devised distribution strategies for co-production drama genres between Singapore and China, negotiating rights beyond terrestrial broadcast, included digital and video-gram rights. Led the licensing of Mediacorp’s homegrown music-oriented reality tv formats to Malaysia and Vietnam, and developed legal licensing parameters governing the various aspects from production, telecast and distribution. Established strong licensing relationships with local and international TV broadcasters and distributors, from Malaysia, Thailand, Vietnam, Cambodia to China and US.
  • Singapore

Education

Practitioner Certificate - Personal Data Protection

Singapore Management University
Singapore
01-2021

Advance Certificate - Learning & Performance (ACLP)

Institute of Adult Learning, Singapore University of Social Sciences
Singapore
01-2021

Executive Education - Artificial Intelligence

Massachusetts Institute of Technology
US
01-2018

MBA - International Business

University of Leeds
UK
01-2000

Bachelor of Arts - Japanese Studies, Geography

National University of Singapore
Singapore
01-1996

Skills

  • Sales Leadership
  • Business Planning, Strategy Revenue, P&L Management
  • Performance Management Recruitment, Training Product Development International Sales
  • Content Distribution, Monetization, Marketing Digital Marketing

Language Proficiency

English
Chinese
Japanese
Cantonese

Award

Mitsui Scholarship Tokyo, Japan, National University of Singapore

Speaking Experience

  • Head of Sales, SPH Digital
  • Wan Ifra Digital Media India 2016, New Delhi, India. “How SPH Digital embraces innovative solutions to drive a sustainable digital news business” FEB 2016
  • ASEAN Retail and Franchise Federation, Kuala Lumpur, Malaysia. “How SPH provides a suite of interactive touch-points and platforms to enable the Malaysian retailers to engage the digital consumers” DEC 2015
  • Wan Ifra Publish Asia 2015, Bangkok, Thailand. “Digitising of the sales network - the SPH journey” APR 2015
  • REDAS Networking Seminar. “How digital solutions can transform the property sector” JAN 2015
  • Head, Research and Analytics, PropertyGuru Group
  • Ecopolitan, QingJian Realty. “Discover the values of Punggol in URA draft master plan” DEC 2013
  • Sea Horizon, MCC Land. “Why are executive condominiums popular?” NOV 2013
  • Cluny Park Residence, Tuan Sing Holdings. “Cluny Park - A league of its own” OCT 2013
  • Eight Riversuites, UE Development. “The investment potential of city fringe living” OCT 2013
  • Forestville, MCC Land. “Understand the market value of executive condominiums” SEP 2013
  • Hillion Residence, Sim Lian Group. “Why invest in mixed use developments?” AUG 2013
  • Jewel@Buangkok, City Developments. “Discovering the investment potential of District 19” JUL 2013
  • Sky Habitat, Capitaland. “What’s the right price to pay?” JUN 2013
  • Sennett Residence, Tuan Sing Holdings. “Discovering the potential of north east zone” MAY 2013

Timeline

Team Lead, Client Partnership Sales

SPH Media
05.2024 - Current

Director, Merchant Success & Digital Commerce

LatitudePay Asia Pte Ltd
06.2021 - 04.2024

Entrepreneur

Antler Southeast Asia
01.2021 - 06.2021

Chief Commercial Officer

MOGUL Pte Ltd
03.2019 - 01.2021

Vice President, Ad Sales

Mediacorp Pte Ltd
02.2017 - 03.2019

Head of Digital Sales

Singapore Press Holdings Ltd
03.2014 - 02.2017

Head, Research and Analytics

PropertyGuru Group
01.2013 - 03.2014

Head, Sales Strategy and Trade Marketing

PropertyGuru Group
10.2010 - 01.2013

Senior Business Development Director

iHub Media
07.2009 - 10.2010

Sales Strategy Director

iHub Media Group
03.2007 - 07.2009

Senior Product Manager, Distribution

Mediacorp Studios
01.2004 - 03.2007

MBA - International Business

University of Leeds

Executive Education - Artificial Intelligence

Massachusetts Institute of Technology

Practitioner Certificate - Personal Data Protection

Singapore Management University

Advance Certificate - Learning & Performance (ACLP)

Institute of Adult Learning, Singapore University of Social Sciences

Bachelor of Arts - Japanese Studies, Geography

National University of Singapore
KEITH NATHAN CHEONG