STB marketing chief Chang Chee Pey exits, replacement named

Assistant chief executive of the Singapore Tourism Board's (STB) marketing group, Chang Chee Pey (pictured), will step down from his role as of 6 June this year, as confirmed to MARKETING-INTERACTIVE by STB. He will be succeeded by Kenneth Lim, the executive director of marketing partnerships, planning and capability development.

Don't miss: How STB ensured Singapore stays top of mind for Chinese tourists even before the borders opened

In his 26-year long career at STB, Chang was integral to the growth and development of Singapore's tourism sector. He held roles such as assistant chief executive of its international group and executive director of Europe, South Asia, Middle East and Africa in his time in the company. 

In November 2021, Chang took on the role of STB's marketing chief from Lynette Pang where he led tourism recovery efforts through the SingapoReimagine global campaign. He also championed new ways to amplify Singapore's destination story through strategic partnerships, innovative content and collaborations with international personalities such as Charlie Puth and Billie Eilish.

Before taking on this marketing role, Chang was assistant chief executive of STB's international group, looking after STB’s global network of regional offices. During his stint from 2016 to 2021, he led the international launch of the Passion Made Possible brand, drove innovative partnerships around the world and oversaw record pre-pandemic growth in visitor arrivals and tourism receipts from key markets.

His wide-ranging career in STB also included postings to India, Malaysia and the UK. He also had earlier stints in brand management, destination marketing, sightseeing and cruises, and played a key role in the development of Singapore’s integrated resorts.

Chang will be succeeded by Lim who previously helmed the role of executive director of travel agents and tourist guides. In his role, Lim oversaw the strategic development of the travel agent's industry and tourist guides profession. In this role, he led the review of legislation and the licensing of travel agents and tourist guides.

Concurrently, Lim also headed the tourism human capital office, which focuses on building a resilient post-pandemic tourism workforce. His long career in STB also included leadership stints in India, Southeast Asia and Oceania, as well as teams looking after the integrated resorts and Singapore’s cultural precincts.

Before STB, Lim worked at Singapore Airlines in 2000 and the Ministry of Foreign Affairs in Singapore where he was a foreign service officer. Lim joined STB in 2003 and has been with the company since.

"[Chang's] dedication and passion for Singapore tourism will be dearly missed. His contributions at STB will always be remembered and I wish him all the very best in his future endeavors. I am confident that [Lim] will build on his good work and showcase Singapore through a fresh lens as international travel recovers," said Keith Tan, STB's chief executive officer in a statement to MARKETING-INTERACTIVE. 

Chang initially took over this marketing role from Lynette Pang who stepped down from her role as assistant chief executive, marketing group of the organisation in 2021. At that point, Pang left STB to join the National Arts Council (NAC) as deputy chief executive, a role she still occupies. Pang is responsible for developing arts and culture policies to nurture Singapore’s creative ecosystem, and positioning Singapore arts globally through international collaborations and partnerships. 

Chang's departure comes shortly after STB's collaboration with National Geographic CreativeWorks which unveiled UNSEEN/SINGAPORE, a campaign that showcases Singapore as a travel destination from the perspective of intrepid photographers from Southeast Asia.

Using photography, the campaign includes a virtual exhibition which encourages travelers to explore the city state’s cultural diversity and hidden spots, by taking a moment to observe the unseen beauty of Singapore.

UNSEEN/SINGAPORE is part of STB’s efforts to boost travel recovery through SingapoReimagine, a tourism campaign that highlights new, innovative and unexpected experiences in Singapore to audiences worldwide.

Related articles: 
STB partners with Natgeo for exciting virtual exhibition showcasing Singapore to the world
STB extends partnership with Ant Group to make cross-border travel to Singapore seamless
Food vlogger Mark Wiens spotlights SG food kicking off STB and HBO tie-up