Event date: 20 Apr 2017


Enhancing the competencies of our FUTURE MARKETING LEADERS
Powered by IAS, NTUC U Associate & e2i & WSG

What is the Marketing Leaders 2030 Programme?
Organisations today seek marketers who are able to effectively leverage digital platforms to drive business growth. Advertising, media and public relations agencies on the other hand, need project managers and media strategists to provide better and more robust digital solutions to support their clients. To address this skills gap, the Institute of Advertising (IAS) has partnered NTUC U Associate, the Employment and Employability Institute (e2i), as well as Workforce Singapore (WSG) to develop the Marketing Leaders 2030 Programme.

The programme comprises 6 key modules that seeks to equip participants with:
• Knowledge of the latest trends in the ever-changing media landscape as well as discover, embrace and be better prepared for the next wave of change
• Technical know-how and knowledge of tools they can use to more effectively plan and execute digital campaigns
• Valuable insights and practitioner’s perspective through the sharing of case studies by C-suite executives
• Participants will be given a complimentary 2-day pass (originally priced at SGD$1,330) to APPIES 2017 – the TED equivalent for the Marketing practitioners

Who should attend?

Mid to senior marketing practitioners, senior managers and business owners who want to understand the impact of digital marketing on their business and be prepared for the waves of change in the media landscape.

Programme Funding Support

Programme participants can enjoy Employment and Employability Institute (e2i) course fee support of up to 30% (excluding GST), to which the following criteria must be satisfied:

Union Training Assistance Programme (UTAP)* is an individual skills upgrading account specially for NTUC members. As a member, you can enjoy UTAP funding at

50% of the unfunded course fee capped at $250 every year. For more information, call NTUC Membership hotline at 6213 8008 or visit


*Only applicable to Ordinary Branch and General Branch NTUC members. Terms and conditions apply.




1. Ethics in the Digital Age (AM) & Leading Culture Innovation (PM) (20th Apr 2017)

Ethics in the Digital Age (Trainer: Samuel Seow, Samuel Seow Law Corporation) – Do you know what you need to do to be in compliance of the new regulations? Learn what it takes to comply with the Data Protection law for your next campaign, and the steps you can take, with or without the legal jargon.

Leading Culture Innovation (Trainer: Otto Ruijs, Hyper Island; Guest Speaker: Gregory Torfs, Google Singapore) uses a wide variety of programs, processes, and systems which encourage people and the organization to learn, recover from mistakes, and innovate. This module shows you how to thrive on change by building internal processes which create a continuous ability to adapt.

Learning Objectives:

  • Ethics in the Digital Age
  • Insights into intellectual property protection & your rights
  • How PDPA affects your marketing & commercial activities
  • How to draw up a basic compliance framework that integrates People, Process and Systems
  • Leading Culture Innovation
  • Learn to adopt/improve a “learning culture” in your team/organisation



2. Content Marketing Evaluation (21st Apr 2017)

Trainer: Daniel Hochuli, King Content Singapore

Guest Speaker: Jamshed Wadia, Intel Asia Pacific and Japan


Content Marketing Evaluation

Content marketing may be one of the most overused jargon in MarComs today but the truth may be that many do not understand the basis nor are aware of how they can create great content. This module looks into clarifying that definition in relation to other marketing methods and provide the tools marketers need to build a content marketing strategy for both short and long term business ROI.

Learning Objectives:

  • What is content marketing and why a brand needs a publisher mindset
  • How to build a content marketing strategy and how it fits with your existing efforts
  • Building a business case for content marketing and aligning the method with your business objectives
  • Developing a brand story and personas that work.
  • The value of the ‘subscriber’
  • Bringing forth a culture of testing and working towards long term ROI goals


Digital Transformation

Learning Objectives:

  • Digital Trends globally and in Asia that are forcing us to reevaluate our Digital Strategy and put us on a path of Digital Transformation
  • Why great customer experience is the cornerstone of our Digital Transformation journey
  • Intel’s Digital Journey from Information to Connections to Experiences
  • How a Combination of great content, data and Digital capability stack can provide breakthrough digital experiences
  • How data is the new oil and why we set up a Digital Hub
  • One of the key pillars of Digital hub is creating great content experiences that impact our brand, product and business
  • Content examples from across the funnel, event activation and product launches



3. Managing e-Commerce (18th May 2017)

Trainers: Martin Ross & Saleem Jumabhoy, Division Bell Group LLP

Guest Speaker: Sam Too, QOO10

Brand marketers today struggle to unify content and commerce. Learn how to realise the full value of customer interactions at the digital front.

Learning Objectives:

  • Ecommerce strategies & case studies of successful business models
  • How to integrate purchase data, consumer insights & test content production to improve e-commerce transaction volumes
  • Introduce metrics in an easy-to-use manner to increase value for you & your customers



4. Design Thinking & Innovation Strategy (19th May 2017)

Trainer: Olivier Soubiele, Innovation Consultant

Trainer: Jakob Widerberg, Innovation consultant and facilitator (Google, Hyper Island)

Thinking out of the box is now, just out. Unlike analytical thinking, design thinking is the new-age problem-solving process which includes the “building up” of ideas, with few or no limits on breadth during a “brainstorming” phase. This module looks at how you can take a human-centred design-based approach to help organisations in both public and private sectors innovate and grow.

Learning Objectives:

  • Learn how to effect change at scale through the design of new offerings, ventures, and partnerships.
  • How to approach innovation from a holistic, go-to-market perspective.
  • How to use business design to bring new ventures successfully to market
  • How to use design to strengthen new / existing ventures



5. Integrating Big Data & Insights (15th June 2017)

Trainer: Azhar Azib, rawonionDecisions

Guest Speaker: Howie Lau, StarHub

Big Data can be your game-changer to compete in today’s cut-throat market. This module looks at how you can employ data-driven decision making for your campaigns to create maximum impact with the minimum budget.

Learning Objectives:

  • How to use analytics to identify valuable opportunities
  • Guide to Asian Consumer Insights
  • How to combine Big Data with social media analytics to interpret consumer behaviour



6. Managing Technological Disruptions (14th July 2017)

Trainer: Prof Neo Kok Beng, National University of Singapore

Guest Speaker: Andrea Baronchelli, Lazada

Partners and ecosystems share mobile/web links, information and insights to add value and further monetize transactions and interactions. This module explores the disruptive potential of the “Internet of Things” and how you should leverage on an ‘APP or API’ driven economy.

Learning Objectives:

  • How to embrace & integrate disruptive technology into your MarCom approaches
  • Evaluate opportunities & gaps in the market & learn how developing technologies are turned into innovations for unserved or new markets
  • Witness case studies of ground-breaking business models & products that challenged established technology & create a brand new industry




Mr Andrea Baronchellispeakers-Andrea Baronchelli

Chief Marketing Officer | Lazada Singapore

Andrea Baronchelli is the CMO at Lazada Singapore. With over 5 years of experience across eCommerce, Investment Banking and Consulting, Andrea has spent the last 3 years developing eCommerce platforms across South East Asia. His experience includes digital marketing, e-commerce and early-stage start-up management. Andrea was CEO and co-founder at Lamido Vietnam (, a Rocket-Internet funded C2C marketplace, focused on emerging economies. Andrea has also worked with Lazada Group across the region, setting up the Lazada Home vertical in key South East Asian markets.

In addition, he was part of the founding team that set up the Lazada Sourcing & Crossborder Hub in Hong-Kong. Having worked for Jefferies & Co, a Global Investment Banking firm headquartered in New York and in the Investment Banking Division of Societe Generale, London, Andrea’s experience spans internationally. Andrea holds an MBA from National University Singapore and graduated with Honors in Business Administration from Bocconi University in 2010, scoring within the top 1% at both.


Mr Azhar Azibspeakers-Azhar Azib

Founder/Principal | rawonionDecisions

Council Member | Direct Marketing Association of Singapore (DMAS)

Previously the Director of Marketing Communications and Regional Privacy Lead at Microsoft for the Asia Pacific region, Azhar now provides advisory, consulting and training on all things that involve data, such as Data Management, Enterprise Information Architecture, Customer Analytics and Strategy and Data Protection Compliance, via his advisory practice, rawonionDecisions. He is a Certified Information Privacy Manager/ Technologist (CIPM/CIPT). In recent years, his management consulting and data protection practice has worked with companies including HP, Ministry of Social and Family Development, Symantec, Veritas, NUS Business School and Office of Corporate Compliance, Accenture, SAP, amongst others.


speakers-Daniel Hochuli

Mr Daniel Hochuli

Head of Content Strategy | King Content Singapore

Daniel is a Senior Content Marketing Strategist and Google Analytics qualified professional with a respected reputation for developing and executing comprehensive digital content marketing strategies for both B2B and B2C companies. Part of the award-winning team that helped King Content win the global “Content Marketing Agency of the Year” 2015 award, Daniel’s content marketing strategies has delivered exceptional results to his clients around increasing website traffic, improving SEO search rankings, generating leads and sales; and building brand awareness. Daniel has lectured on content marketing at the University of New South Wales and written content marketing strategies for clients including Audi, Universum, PWC, Unilever, Changi Airport and Singapore-based Fintech start-up, V-Key.



Mr Gregory Torfs

Agency Business Lead | Google Singapore

Gregory Torfs is the Agency Business Lead for Goggle Singapore and moved into the role 9 months ago. Prior to his current challenge, he was based in Dublin, where he joined Google EMEA over 4 years ago and was responsible for the SMB Agency Business for Northern Europe. Before joining Google, Greg spent 18 years mainly in leadership positions within the Telecom industry, managing accounts, teams, countries and a continent. In his last position before joining Google, Greg was Sr Director for GTS Central Europe, which was sold to Deutsche Telekom. Greg moved to Singapore with his wife Timea and son Sebastien. He enjoys traveling with the family and discovering new wines.


speakers-Jamshed Wadia

Mr Jamshed Wadia

Director | Digital Marketing and Media | Intel Asia Pacific and Japan

Jamshed Wadia has a unique blend of 13 years of marketing and 6 years of sales experience, with expertise spanning across digital marketing, partner marketing, product marketing, channel marketing and sales management. At present he is leading the Digital Transformation for Intel APJ as a Director of Digital Marketing and Media. Managing a team of senior digital specialist that are dedicated to building amazing customer experiences across digital content, paid advertising, web platforms, social platforms, coupled with a robust marketing technology stack and activated by real time Insights. He has also held senior roles in the sales and co-marketing organization, from managing Toshiba, Sony and Fujitsu OEM business across Asia Pacific to leading channel server sales operations across South Asia. Have a proven track record of leading multi country and diverse teams with accumulated business and cultural experiences across Asia Pacific and Japan.


speakers-Martin Ross

Mr Martin Ross

Managing Consultant | Division Bell Group LLP

Martin Ross has over 20 years of marketing and consulting experience in various industries including broadcasting, advertising, publishing, IT and management consulting. He has consulted with clients on a range of business, management and leadership needs across the APAC region and the Middle East. Since 2007, he has been involved in the growth of digital marketing in APAC as GM for Sizmek, Singapore, working with top media, creative agencies, brands as well as publishers to adopt unified analytics, rich media, programmatic media buying and integrated marketing strategies.

As Managing Consultant at Division Bell Group, Martin continues to work with clients to embrace digital and the opportunities it presents. A passionate advocate of digital marketing, Martin is also a course facilitator and trainer for organisations such as the Marketing Institute of Singapore, Avado Learning and Econsultancy.


speakers-Neo Kok Beng

Prof Neo Kok Beng

Associate Professor (Adjunct) | National University of Singapore

A/Prof (Adj) Neo Kok Beng is an associate professor (adjunct) at the National University of Singapore, with appointments at NUS Business School, Faculty of Engineering and NUS Enterprise. He is also Faculty of Innovation for Economic Development at Harvard Kennedy School and was Associate of Science, Technology & Globalization Project at Harvard University. Prof Neo is an innovation expert, technology entrepreneur and venture catalyst, specializing in the development of innovation-driven, technology-based, high-growth businesses. He also founded several global technology startups in the areas of medical device, 3D printing and information security. He sits on numerous innovation advisory panels including Government Parliamentary Committee for Trade, Finance & Industry, Inland Revenue Authority of Singapore, SPRING Singapore’s Technology Commercialization Scheme, Subcommittee on Innovation & Enterprise for National Research Foundation and Prime Minister’s Office.


speakers-Olivier Soubiele

Mr Olivier Soubiele

Independent Consultant | Product Innovation & Business Design

Olivier is a seasoned innovation leader with wide experience ranging from global multinational product powerhouse to boutique specialised consultancy. Truly cross cultural, he has lived in 8 countries and worked extensively across Europe and Asia, with projects in US, Australia and Africa. His work journey took him from the slums of Nairobi to the cafés of Melbourne looking at consumer behaviours to create more meaningful products for clients such as Nokia, SingTel, Mondelez, Grameen foundation, and others.

As a thought-leader on innovation, Olivier gives regular talks in conferences and workshops on design processes. In his previous stints with Singtel and Nokia, he led his teams to explore and experiment with new human-centred interactive experiences. He was also in charge of designing apps, building technical proof-of-concepts on Immersive Virtual Reality as well as designing IoT services.


speakers-Otto Ruis

Mr Otto Ruijs

Managing Director | Hyper Island

Educator and learning consultant at Hyper Island in Singapore. Otto has lived and breathed business and innovation transformation for the past 20 years. Having worked with business leaders at Google, Pernod Ricard, Bacardi and InterContinental Hotel Group, he focuses on the behavioural development of leaders that work in environments that are constantly disrupted by change.

He has a background in venture capital, management consulting and leadership development and training. He holds a Bachelor’s degree in Hotel Management and a Master’s degree in Business.


speakers-Saleem Jumabhoy

Mr Saleem Jumabhoy

Digital Transformation & E-commerce | Division Bell Group LLP

Saleem has been a Marketer, Trainer, Consultant and Entrepreneur with some of the best known companies in the world. His work has taken him from Korea to Kazakhstan, from Malaysia to Canada. He led mortgage planning at Toronto Dominion Bank and the transformation of muvee Technologies.

Spending 13 years in North America, and bringing a wealth of experiences from both start ups as well as corporate brands. He has consulted for a range of blue chip clients and has developed and led training for companies like DuPont, 3M, SquaredOnline (a Google joint-venture) and others. He continues his passion by creating, Time Travellr, a mobile app virtual geo-located museum. He runs his own Consulting firm.


Samuel Seow r1Mr Samuel Seow

Founder & Managing Director | Samuel Seow Law Corporation

Mr. Samuel Seow is the founder and Managing Director of Samuel Seow Law Corporation and is also Foreign Legal Advisor to Seow & Associates, its associated legal practice founded in Malaysia.

Samuel’s expertise is in the field of intellectual property law and general commercial and corporate law, and he has extensive experience in dealing with a wide range of transactions, with a special focus on the application of these laws to the entertainment, arts and media industries. He is a much recognised name in these industries. The Asia-Pacific Legal 500 has ranked Samuel as a “significant individual” in the fields of Intellectual Property law and Technology, Media and Telecommunications law. Asia Legal Business has described him as a “mover and shaker”; and he has also been dubbed the “celebrity lawyer” of Singapore in the popular press for his extensive experience in representing well-known personalities in Singapore and across the globe. In 2010, Samuel received the Spirit of Enterprise Award, which is given out annually to a select few to recognise individuals who embody the best of entrepreneurial spirit in Singapore.

Samuel is also acclaimed as a speaker on topics relating to law and entrepreneurship and has been invited to speak at many events throughout the world. A lover of arts, Samuel takes pride that Samuel Seow Law Corporation has been awarded the Distinguished Patron of the Arts award from the National Arts Council for the past consecutive years.


Sam Too r1

Mr Sam Too

Division Leader (General Manager) | QOO10

Mr Sam Too has over 10 years of regional business development experience and 4 years in a Market Research Consultancy firm before joining He was involved in the business development role and helped initiate one of the new categories (Travel) that saw the rapid rise of

Seeing the rising trend of e-commerce and the potential of the e- marketplace business model, he joined Giosis Pte Ltd ( in 2011.  From the early days of Qoo10 Singapore (then known as GMarket Singapore), he witnessed the evolution of e-commerce in Singapore (of both Buyers and Sellers) and aspects that were unique to its locality and context. Today, Qoo10 SG is Singapore’s number 1 online marketplace. With more than 5 years in Qoo10, he is now the Division Leader (General Manager) and heading a team of Account Managers handling clients from MNCs to SMEs.

Course Details

Course Fees For Full Programme: $3,200 / *$2,240 (with e2i subsidy)

Dates: 20th April, 21st April, 18 May, 19 May, 15 June, 14 July, 24 August, 25 August

Time: 9am to 5.30pm

Venue: NTUC Centre, One Marina Boulevard

*Eligibility for e2i subsidy: Singaporean, minimum 85% attendance of the hours. Upon registration, IAS will first charge the full amount of $3,200. Post course, if criteria is fulfilled, we will contact you for next steps to claiming your subsidy.

Course Fees For Modular sign-up as follows (no further discount nor e2i subsidy):

Any single module: $750 per module

Any 3 modules or more#: $550 per module

# Inclusive of a free APPIES 2-day pass, valued at $1,330 for any set with 3 modules or more.


For more information: 6220 8382 /

CLICK HERE TO DOWNLOAD: Marketing Leaders 2030 (Overall Schedule For Attendees)