Content360 2023
Alex Chan takes on elevated role with Geneco's parent company YTL PowerSeraya

Alex Chan takes on elevated role with Geneco's parent company YTL PowerSeraya

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Alex Chan has taken on a new role as head of brand, communications and marketing for Geneco SG’s parent company YTL PowerSeraya. He will take on the role while double hatting in the role of head of brand, communications and marketing for Geneco Singapore. He will be reporting to John Ng, CEO of YTL PowerSeraya Lim Han Kwang, CEO of Geneco.

Chan confirmed his role to MARKETING-INTERACTIVE. He said, “With this role, I’m looking forward to creating a strategic approach to not only focus on the unique strengths of YTL PowerSeraya and Geneco, but as well as to synergise their complementary roles to achieve outstanding results and contribute towards the visions of the organisations.” 

Chan has been with the company for over three years, starting in the role of head of marketing. Prior to his time with Geneco, he was with StarHub for over six years. Working with Starhub’s marketing and communications team he was in charge of managing and enhancing the company's brand or reputation, while translating brand strategies into brand plans, brand positioning and go-to-market strategies.

Meanwhile, under Chan’s guidance, Geneco has also been upping its awareness in Singapore. In December last year, the residential electricity retailer handed out free ice cream to support festive fundraising for its #HappilyEverAfter initiative. Geneco's festive branded, blue ice cream cart was stationed on Orchard Road, and the year’s festive campaign aimed to raise funds to support 3Pumpkins, a non-profit organisation that provides socio-emotional support for vulnerable youths and children. The activation was supported by paid media engagements on Mothership as well as social activations on Instagram and Facebook alongside Google Display Ads.

Additionally, Geneco has engaged 15 celebrity KOLs and achieved over 10,888 engagements alongside 10 nano KOLs that have achieved over 4,000 engagements.

Meanwhile, the electricity retailer is currently working with PRecious Communications for consumer outreach and thought leadership.

Through this partnership, Geneco wants to get more locals acquainted with the brand and build affinity. The appointment came as the firm looks to position itself as a clean energy provision, with a varied approach to renewable energy.

Related articles: 

Geneco wheels out ice cream drive for festive fundraising efforts
Geneco picks new PR agency partner
Geneco powers up comms and social strategy with Muse & Motif as partner

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