Shufen is Co-founder and Principal at R3. She brings more than two decades of experience helping brands increase the effectiveness and efficiency of their marketing through the optimization of agency partnerships and measurement. Companies Shufen has worked with include Coca-Cola, P&G, L’Oréal, Unilever and Mastercard.
As part of her commitment to grow the positive impact of marketing in Asia Pacific, Shufen has been elected multiple times since 2010 to lead the industry association IAS (Institute of Advertising) which has since merged with the local 4A’s into the Association of Advertising & Marketing Singapore (AAMS). Shufen is serving her second term as president and is focused on initiatives that will reinforce Singapore as the marcoms hub of Asia. She chairs the regional marketing effectiveness platform APPIES, serves on the board of Singapore Turf Club and Kallang Alive Sport Management (KASM), and mentors European startups venturing into Southeast Asia. She is the co-author of three books on marketing leadership and digital transformation, a passionate champion of women, and founder of Women of the World (WoW) – an initiative to connect and elevate women in the marketing industry.