[Our People] List – South East Asia

Shufen Goh is President, APAC at MediaSense. Based in Singapore, she brings more than two decades of experience helping brands increase the effectiveness and efficiency of their marketing through the optimisation of agency partnerships, creative and media investment, and performance measurement. Before her current role, Shufen was Co-founder and Principal at R3, a global independent marketing consultancy which was acquired by MediaSense in 2024. Companies she has worked with include Coca-Cola, P&G, L’Oréal, Unilever, and Mastercard.

As part of Shufen’s commitment to grow the positive impact of marketing in Asia Pacific, Shufen has been elected multiple times since 2010 to lead industry association IAS (Institute of Advertising) which has since merged with the local 4As into the Association of Advertising Marketing Singapore (AAMS). She serves on the board of Singapore Turf Club and Kallang Alive Sport Management, is a mentor to European startups venturing into Southeast Asia, and a champion of local arts through directorship at the theatre company WILD RICE Singapore.

Shufen is the co-author of three books on marketing leadership and digital transformation. She is a passionate champion of women, and founder of Women of the World (WoW), an initiative to connect and elevate women in the marketing industry.

Seema is a seasoned professional with two decades of experience in the marketing and communications industry. As a Partner with R3, she is responsible for working with leading marketers to drive a transformational agenda and convert their marketing efforts into business results. Seema works with global marketers like Mastercard, P&G, Singapore Airlines, Unilever, Danone, Coca-Cola and American Express on projects involving agency models, in-housing, partnership ecosystems, performance tracking and measurement frameworks. With cross-category experience spanning CPG, Travel, F&B, Pharma and Healthcare, Automobile, Financial Services, and Technology, Seema delivers a well-rounded perspective to projects. In her past life, Seema has spent time with reputed and award-winning agencies like Ogilvy and McCann, which has enhanced her strategic and creative capabilities. She is passionate about capability building and thought leadership and has an expanded role to include talent management and training across R3 offices.

Melvin joined R3 in 2017 in the role of VP Growth for Asia Pacific. He has more than 13 years of marketing and communications experience, both in-house and on the agency side, where he consulted for brands like Electrolux, United Airlines, Michelin Tyres. He was formerly the Regional Director at A.S. Louken, where he helped establish the agency’s offices in Indonesia and Philippines, and led branding and communication projects for clients from a wide range of industries such as retail, FMCG, engineering, logistics, and construction.

Vera joins R3 as Country Director for Indonesia, bringing with her two decades of work experience in many areas, including but not limited to marketing and promotions; business development; digital transformation and technology; product development, and technology not just in her home country of Indonesia but also in Malaysia and in the Philippines. As a proven entrepreneur and business leader, she has managed clients that include large multinational and blue-chip companies across a diverse range of industries including airline, automotive, banking, FMCG, telecommunications, tobacco and pharmaceuticals. She is passionate about women empowerment and contributes towards the cause by volunteering in a women’s network’s tech committee.

Raj is an experienced content lead with 16 years of experience in creative, media, and production roles. As a key member of the R3 team, his focus lies in the integration of content, media, production, and technology to help brands drive innovation and achieve business objectives. Raj’s commitment to push boundaries and drive cutting-edge content solutions for his clients, is demonstrated by his experience in operationalizing agile content workflows, designing regional social and influencer agency structures, and implementing multi-market partnerships in branded entertainment for a diverse breadth of clients in categories such as entertainment, telco, government, healthcare, tourism, consumer goods, collaborating with brands such as Spotify, Prime Video, SingTel, Singapore Army, Merck MSD, Health Promotion Board, Abbott Nutrition, Singapore Tourism Board, Tourism Australia, Resorts World, Scoot, LEGO, P&G and Caltex.

Lishan has 20 years of experience helping global, regional and local brands build growth through media. Having worked across various multi-national media agencies at holding companies including Publicis, GroupM and Interpublic Group, her focus has been in client leadership over the last decade, advising brands on how to grow at scale by leveraging the latest developments in the media. Some of her most rewarding business partnerships include Singapore Tourism Board, Tourism Australia, Singapore Airlines, ExxonMobil, Nestlé, FairPrice and Health Promotion Board (Singapore).

At R3, where Lishan heads the media practice, her ambition is to help brands achieve excellence in marketing by consulting brands on how they can drive sustainable growth by balancing long-term brand and short-term performance gains. In this regard, she is deeply passionate about helping brands drive success by fostering strong and collaborative partnerships with their agency partners and on making future forward investments in data, media and technology.

Priya brings over 15 years of strategic business and marketing experience to her role as Senior Consultant. In her most recent corporate role, she helmed the local office of a global media agency, overseeing global, regional and local clients. Priya’s agency experience spans three networks and several brands. She also has extensive client-side experience through her stints at P&G and Singapore Tourism Board. Priya’s favourite value is curiosity. She loves learning anything about everything and her brain is full of trivia that every so often comes in handy.

Rima joined R3 as senior media consultant in 2011 and is currently based in Jakarta. Rima started her career in media, marketing, and research at leading communication and marketing companies. She has 20 years of media and research experience working with Coca-Cola and Unilever. Her experiences cover the Asia consumer market, with a particular focus on Southeast and North Asia. 

Born in Indonesia, Veronica joined R3 as a Financial Analyst in 2012. She arrived with financial analysis experience in several global MNCs, and supports all fee and audit work at R3. As a native Bahasa speaker, she brings fresh perspective to our SE Asian clients.

Seth is a Senior Financial Consultant at R3, specializing in fee and financial audit-related work. Previously, he served as an Audit Manager at Deloitte & Touche LLP, where he conducted statutory audits for several IPOs, listed companies, global MNCs, and local SMEs. Seth has extensive experience across various industries, with a particular focus on marketing, where he led audits for numerous subsidiaries within a network agency. At R3, Seth has contributed to major projects, providing strategic commercial recommendations across multiple marketing disciplines. He is also passionate about developing interactive dashboards that empower clients to make data-driven decisions.

Shinta joined R3 with over 14 years of experience in consumer insights and marketing. Started my professional career in ACNielsen and spent most of my marketing career working in Coca-Cola where I held various research and marketing roles, in charge of global brand portfolio strategy and management as well as led multiple integrated campaigns. Afterwards, I ran a small enterprise company, specializing on property sales and management while still involved on various research and business development projects of both local and multinational companies.

Lara hails from the Philippines and brings over a decade of media knowledge. Her career began in a local media agency, where she managed accounts for esteemed clients like Johnson & Johnson and Hyundai. She later moved to Singapore and handled regional accounts for Hyundai and HP, and engaged with diverse clients spanning various industries including Abbott, Grab, and Franklin Templeton. At R3, Lara focuses on digital media audits, benchmarking exercises, agency reviews and new business initiatives. Beyond work, she enjoys watching K-dramas and TikTok content.

Syifa started her career in digital marketing, specializing in SEO before widening her spectrum towards biddable campaign optimization and overall digital media strategy planning. She has 10 year’s experience working at media agencies across categories, working with brands like Chevrolet, L’Oréal, Nestlé, XL Axiata, UOB and Samsung. Her campaign experience extends from awareness, conversion, e-commerce to app installation. Syifa has also expanded her professional horizons by managing media in the Malaysia market to deliver audience precision, digital excellence and innovation. C

Brandy embarked on her professional journey at R3 as a Marketing Associate, where she developed robust research acumen and a profound understanding of the agency landscape. In her current role as a Consultant, Brandy is leveraging her research, analytical, and organizational prowess to support consultants through different phases and aspects of projects: from stakeholder interviews to client needs assessments, and from research to project management. She has been primarily focused on Agency Review and Agency Model projects for a diverse clientele spanning the Healthcare, FMCG, QSR, Financial Services, and F&B industries. Notable clients include industry leaders such as Danone, Heineken, McDonald’s, Citi, and Kellanova.

Hazel is an Associate Consultant at R3, supporting local, regional, and global projects. Before joining R3, he worked at an expert network firm where he identified and connected with eligible experts from all walks of life, giving him insight spanning various industries. Hazel joined R3 as a Marketing Specialist and created media content and agency relationship management. He now works closely with R3 consultants on Agency Modeling and Review projects for clients across FMCG, F&B, Fashion, Tourism and B2B, including Unilever, P&G, McDonald’s, Adidas, and Hilton.

Vera started her career interning at KPMG before working at PwC where she was engaged in audit for several companies, including one of Indonesia’s leading cigarette manufacturers. Prior to joining R3, Vera was a Senior Internal Audit Specialist in a trading company. In her spare time, she likes to play badminton, travel, watch movies and television dramas.

Laura completed her bachelor’s degree in Information System Engineering. She previously worked at a strategic brand consultancy company as a Finance Analyst and provided business and finance management consulting to SMEs while pursuing her MBA degree in finance management.

Dzimar joins R3 as a Financial Analyst. He is a business graduate from the IPMI Institute and has previous experience in the telecommunications, television, and creative content industries.

Sam is R3’s Finance Director based in our Singapore office. He was previously an Audit Assistant Manager at PwC where he dealt with a diverse portfolio of clients across Singapore listed entities, and companies within the shipping and construction industry. Before joining R3, Sam was an Assistant Accounts Manager of a Singapore Listed Company.

Amanda is responsible for managing R3’s marketing strategy, partnerships, and operations in Asia Pacific, while also playing a role in advancing our global marketing initiatives. Possessing a decade of experience in marketing and communication, primarily within the Southeast Asia region, she excels at crafting and implementing marketing strategies, forging business growth partnerships, and ensuring effective brand management. Amanda began her career at a word-of-mouth marketing agency based in Shanghai, after which she shifted into in-house marketing and communication positions covering a wide range of industries including B2B, food and beverage, beauty, cosmetics, and trade events. Outside of work, Amanda volunteers with NGOs that support migrant workers, and provide food security for the less fortunate in Singapore.

Zenia joins R3 as APAC Marketing Executive. She is responsible for R3’s regional events and marketing efforts. Having graduated from Singapore Management University with a degree in Business Management, she weaves her creative eye with analytical skills to drive dynamic initiatives. Outside of work, she enjoys yoga, painting, and searching for the best juice spot in every city.

Tasya joins R3 as a Marketing & BD Executive. Prior to her role at R3, she was a marketer at a leading media company in Jakarta, Indonesia. Specializing in marketing communication and partnership development within the B2B industry, she now plays a key role in the development of R3 Indonesia’s marketing initiatives. Outside of work, she enjoys watching movies and discovering hidden-gem and authentic food spots.

Caden is a designer at R3, supporting the team across diverse creative tasks. He assists consultants and in-house marketing in designing effective presentations, creating engaging social media content, revamping websites, and producing animations. Some brands Caden has delivered to include The Coca-Cola Company, L’Oreal, Sony, and Singtel. He is passionate about bridging creativity and functionality in his design and transforming ideas into practical solutions.

Kai Yi is an Accountant at R3. He brings experience in cash flow flow management, cost control and liaison with auditors. He was a Finance Officer in his previous role, handling accounts for three subsidiary companies.

Gloria is based in R3’s Singapore office, and she is primarily responsible for handling payables. Gloria has five years of experience working in multinational companies, across Business Operations, Tax Reporting, Finance, and Accounting. Most recently, she handled business operations and accounts at US-based company, Pacific Star Corporation. During her free time, she enjoys watching movies, exercising, and baking.

Sivani is a junior designer at R3, driving impactful storytelling through data visualisation. Instrumental in delivering high-quality presentations to clients like Mastercard, McDonald’s, GSK, Coke and Sentosa, Sivani also enhances R3’s internal branding with brand-led collaterals. Her design philosophy revolves around shaping meaningful experiences and interactions, be it in the digital realm or the tangible world. She’s passionate about bringing innovation and finesse to every project.

Jeslyn joined R3 in 2007. She has extensive operations experience, having worked with local communications agencies, and helps us drive greater efficiencies and effectiveness in the way we work.