Pearlina Chan

Lead the regional brand marketing function across 11 APAC markets, overseeing strategy for branding, sustainability, product marketing, partnerships, and integrated B2B/B2C communications.

• Increased regional UBA score by 2 points and consistently outperformed campaign KPIs by over 20% through targeted brand and product marketing initiatives that drove engagement, traffic, and conversions.
• Led consumer research and insight development, identifying market opportunities and informing data-driven strategies for future campaigns.
• Implemented a regional brand health dashboard, enabling regular performance tracking and actionable reporting across markets.
• Appointed regional lead for the Bridgestone World Solar Challenge, aligning messaging and communications across internal stakeholders, media, and participants in collaboration with cross-border and functional teams.
• Developed and launched Bridgestone’s first AI-powered brand experience, transforming tyre data into generative art; currently evolving it into a proprietary tech asset with global teams.
• Managed external agencies and strategic partnerships end-to-end—from briefing and creative execution to budget control and alignment with brand objectives.
• Led a regional marketing team, providing strategic guidance, team structure planning, and cross-market support.

Headed brand marketing for Samsung Digital Appliances, leading strategy and execution across brand, product, performance marketing, and customer lifecycle communications.

• Developed annual marketing plans aligned with global priorities while staying agile to local market dynamics—resulting in a +2 year-on-year improvement in ‘Proud to Own’ scores and consistent overachievement of digital marketing KPIs.
• Increased digital customer acquisition by 50% and boosted web traffic by 40% through enhanced SEO/SEM, optimised content targeting, and improved on-site experience across e-commerce platforms.
• Led CRM and lifecycle marketing initiatives, achieving over 30% engagement through first-party data optimisation and personalised, always-on communications.
• Managed strategic brand and KOL partnerships, including collaborations with Unilever and Disney, to expand reach and enhance relevance across lifestyle segments.
• Oversaw the launch of promotional campaigns and marketing assets, attracting new customers and generating positive media coverage while managing budgets to maximise ROI.

Led a team of 10 managing Dentsu’s key accounts. Oversaw P&L, resource planning, and account operations—including brand strategy, campaign development, and integrated marketing across a diverse portfolio of industry sectors

• Canon: Drove strategy, content and brand partnerships over 10 years with highly awarded integrated campaigns that exceeded market share . Led B2B growth via SME engagement events and campaigns under Think Big, Think Canon.
• M1 Telco: Led M1’s largest rebranding campaign, part of a broader digital transformation. Oversaw campaign strategy and execution across retail, digital, and social touchpoints.
• SOMPO Travel Insurance: Introduced SOMPO’s brand in Asia through a digital-first, social-led campaign that built awareness.
• Shiseido Travel Retail: Led content marketing and experiential initiatives to drive > 60% engagement.
• Land Transport Authority (LTA): Managed public sector campaigns, and civic responsibility initiatives, from insight development to media rollout.

Managed major regional and local accounts across tourism, telco, and FMCG sectors.

• Singapore Tourism Board: Led global rollout of Uniquely Singapore and campaigns positioning Singapore as a medical and education destination.
• Malaysia Dairy Industries: Delivered integrated local campaigns for HL Milk and yoghurt drinks.
• SingTel: Part of the team behind the national 3G launch campaign.

• Managed the Toyota Asia Pacific account, supporting regional product launches with celebrities like Britney Spears, Maria Sharapova, and Ken Watanabe. Oversaw regional sponsorships and activations- Toyota X-Games, Toyota Classics, and dealer events.

• Handled airtime and sponsorship sales, supporting media planning and client servicing for broadcast campaigns.