Go City picks new VP of global brand marketing

Go City has picked Dawn Jeremiah as its new vice president of global brand marketing, according to Jeremiah when MARKETING-INTERACTIVE reached out. 

Her new remit covers four key areas that will contribute to business growth. The areas are organic social media marketing, influencer marketing, driving creative excellence, and public relations.

Alongside those main areas, Jeremiah will also oversee brand partnerships and thought leadership. 

Don't miss: Go City and Weixin Pay ink deal to elevate experiences for Chinese tourists

In her global role, Jeremiah will focus on the North America and Europe customer source markets, covering Go City's portfolio of Pass brands in London, New York and Paris. As the first APAC team member of Go City to be promoted to a full global role, she has also been appointed to build a fresh team from the ground up and lead transformative initiatives for Go City. 

The remit, according to Jeremiah, is a fresh role resulting from a recent restructuring exercise by the company. 

As vice president of global brand marketing, Jeremiah aims to complete the recruitment and onboarding processes of all new team members who will be spread across multiple markets, based in London, New York and Singapore.

In tandem, Jeremiah's goals include effective stakeholder engagement, widening Go City's capabilities on organic social, improving the efficiency of Go City's creative output and setting the foundation for in-house social and video content creation and amplification. All whilst utilizing AI in the best and most ethical ways possible, said Jeremiah. 

Prior to this role, Jeremiah was vice president of marketing and eCommerce, APAC at Go City for over four years. 

In her previous role, she oversaw all marketing, ecommerce and growth activities in Asia Pacific, with a focus on North Asia, Southeast Asia and Oceania customer source markets for all 35+ sightseeing passes globally.

In addition, Jeremiah kickstarted the launch of Go City in Greater China, Korea and Japan. She also launched Go City's WeChat Mini Program, Xiaohongshu and Naver content marketing. 

Jeremiah too helped grow new city passes in Asia and inked a long-term partnership with a top payment service provider WeChat Pay. 

While her previous role will have no replacement, Go City has given her previous team members a chance to step up with wider responsibilities, she said.

Ruud Liu will be leading all things ecommerce marketing for Greater China including Go City's WeChat mini program and RED (Xiaohonghsu) initiatives. Karthik Kathiresan will be looking after trading and revenue analytics for B2C and B2B sales which also includes pricing and marketing for English speaking markets in APAC. 

Before her stint at Go City, Jeremiah was senior marketing manager of APAC at Kayak and a content strategist of Southeast Asia at Fox.

At Kayak, she strategised and executed brand marketing, content marketing, social media and digital marketing efforts such as TVCs, Out of Home media, influencer campaigns, video marketing in key markets.

Meanwhile, her time at Fox saw her creating social media content and community management with the local offices of 21st Century Fox on top of coming up with the content strategy for the Southeast Asian releases of films prior to their fall releases.

“As new technology begins to reshape our travel and sightseeing experiences, fresh avenues of growth are being created as we speak. These advancements present exciting prospects for Go City to elevate the sightseer experience with customers and valued partners. I’m excited to play a pivotal role in maintaining Go City as an industry enabler so that more sightseers can see more, save more and do it all conveniently.”

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