Foo Siew Ting

Siew Ting Foo

SpecialityCMO Greater Asia, HP

Siew Ting Foo is currently the Chief Marketing Officer, Greater Asia. She was previously the Vice President and Global Head of Marketing Strategy and Planning, Print Category for HP Inc. Prior to that, she started her career as the regional head of Marketing Services and Personal Systems Marketing for HP in Asia-Pacific & Japan (Chief Marketing Officer for HP Asia- Pacific & Japan). She is an established marketing leader with more than two decades of marketing experience in international consumer-goods companies, including Unilever, Mars, Diageo and Fonterra.

In HP, Siew Ting is focused on building HP as a global brand with local soul – driving brand relevance and purpose by combining data and emotional connection. To drive effective engagement with consumers, she tasks her team with anchoring impactful, experiential marketing campaigns on customer insights from big data as well as local authentic stories and uses digital as a key tool to connect with customers. Her goal is also to grow a team of innovative, passionate people who embrace the culture of reinvention. She is also an astute leader who believes in purpose-led and empathetic leadership, championing diversity and inclusivity to drive an innovative internal culture. This effort has been recognized by the industry with her team achieving 25 awards in 2018-2019.

During her 10 years at Diageo, Siew Ting has successfully repositioned global brands – Johnnie Walker, Smirnoff, Guinness – into brands that are not just known as global icons but also representative of progressive lifestyles, culturally relevant, inspirational and favoured by millennials. This focus on authentic storytelling and deepening customer connections has enabled Diageo to turn its declining business in Southeast Asia into one of double-digit growth within two years and grow its sales in China two times more than the market.

Siew Ting is a firm believer in promoting diversity through inclusion, women and youth. This can be demonstrated through the initiatives she has initiated during her tenure in HP Asia Pacific, specifically mentioning the “Reinvent stereotypes” campaign in Japan in 2018-2019 and also the “Youth Dream Factory” ambassador program in China and many parts of SEA. She has also been active in mentorship of start-ups. In 2020, she extended her purposeful leadership to utilizing empathy so as to help her team discover compelling insights and promote a culture of continuous learning.

Siew Ting’s astute marketing leadership and strong track record of purposeful and inclusive leadership has won her many industry awards. Most recently, she was listed 3 times in Campaign Asia’s Power and Influential List of CMOs 2021. This is the third time that she has been recognised in that list, having previously been included in the 2018 and 2020 lists. She is also in the 2020 top 100 Global CMO Institute for real growth cohort. In 2016, Siew Ting was named a Top 50 Asia’s women leader by the 7th CMO congress. She had also been recognized as a “New York Ad Age China Woman to Watch” in 2014 and Marketing Innovator of the Year from China CNBC in 2012.

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