Carolyn Tan Email & Phone Number

Singapore

Singapore

Lead the strategic development and full evolution of innovation agenda for Salty Snacks growth in total AMEA region (Asia Pacific, Middle East & Africa) on 2 iconic brands - Pringles & Cheez-It. Define forward looking strategy and actions to drive future growth. Develop and manage 3-5 years’ regional innovation pipeline and portfolio to meet strategic growth targets. Lead development of winning & differentiated product innovations anchored in powerful consumer insights and trends. Develop new elevated packaging design architecture to drive portfolio premiumisation and differentiation.

AMEA Wholesome Snacks – Managed and led the entire end to end Innovation and NPD strategy for Kellogg Masterbrand wholesome snacks category across AMEA. Key markets included Australia, Korea, Japan, SEA and South Africa. Defined the Brands’ strategies and plans in the AMEA region as well as preserving brand equity in local markets, ensure local relevancy and speed to market that drives growth, and own executional excellence while identifying regional, local and cultural differences.Pringles Innovations - Led key strategic food innovation projects to support Pringles product innovation agenda.

Led Pringles end to end brand development and brand building in APAC Developed Markets (Japan, Korea, Australia/New Zealand, Taiwan/Hong Kong). Responsible for delivering top and bottom line business goals and results as well as ensuring go-to-market executional excellence, including product innovation, launch campaigns, and consumer experience that capture consumers’ needs. Develop holistic brand communication plans (creative execution, copy production, media strategy, sufficiency model) to support commercial programs in market.

Managed iconic brands like Ferrero Rocher, Kinder Portfolio (Kinder Bueno, Kinder Joy, Kinder Chocolate) and Nutella across SEA region. Led and developed strong marketing plans and campaigns based on consumer insights. Defined brand activation and launch tactics/content to drive brand awareness, consumer conversion and penetration to strengthen the brand position. Led the execution of integrated marketing and commercial plans in the markets with close collaboration with local distributors, ensuring robust brand support model and sufficiency levels.

Managed Personal Care brands, LUX (Hair & Body) and LIFEBUOY, and Homecare Category (PERSIL, BREEZE, COMFORT, CIF). Oversee effective management of the brands’ campaigns and launches and their marketing mix (4Ps). Launched new brand LIFEBUOY in Singapore with integrated brand marketing plan to drive awareness and penetration in 2008