Flash Coffee names new marketing head

Singapore-headquartered coffee chain, Flash Coffee, has appointed Amadea Choo as head of marketing of Singapore, according to a LinkedIn Post by the beverage company. 

As head of marketing at Flash Coffee, Choo, who joined the company last month, plays a crucial role in leading marketing efforts that promote the brand and drives business growth. 

"Choo will lead omni-marketing efforts that promote the brand and drive business growth. Leading a team of dedicated marketers, she oversees the development and implementation of marketing strategies and plays a key role in directing and capturing attention for Flash Coffee," said a spokesperson for the brand when MARKETING-INTERACTIVE reached out. She will be reporting to Sahil Arora, the managing director in Singapore, with a line into the head of marketing, APAC, Deniz Kavak. 

Choo has significant experience leading teams and is a seasoned professional in the field of marketing. She boasts a proven track record of driving growth and success in various industries including eCommerce, fashion, retail and startups.

Don't miss: Flash Coffee allegedly cuts comms and social media jobs in SG and Indonesia

Choo was previously at SHOPLINE where she helmed the role of head of marketing in 2022. Choo led and grew a team that drove the growth and awareness of SHOPLINE.

Before SHOPLINE, Choo was the founder and CEO of VFPLUSC: Brand-Business Consulting. Her mission was to empower businesses with strong and authentic brands like Helpling Singapore, Marc Anthony Cosmetics and Global Brand Partners. She was with the firm for four years. 

Choo also worked as project lead at Mercury Integrated. Choo oversaw the marketing and commercial functions of Singapore Fashion Week and Fashion Futures - projects that propelled Singapore into the global fashion spotlight, according to Flash Coffee.

"Marketing is more than creative ideas and campaigns but being able to use the different facets of marketing as levers to solve problems for human beings," Choo said in the LinkedIn post. “Flash Coffee is a lifestyle brand that transforms lives, and I am thrilled to be joining the team in this dynamic season of growth to share our mission with more people. It also gives me great pleasure to join hands with a highly competent senior leadership team to scale the business in a tech-driven manner."

The news comes shortly after Flash Coffee reportedly cut jobs in Singapore and Indonesia in November last year. According to one of the employees' posts on LinkedIn, the layoffs are due to a "region-wide reorganisation and ongoing financing efforts". The brand launched in January 2020 and as of 2021 had 50 locations across Singapore, Thailand and Indonesia.

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