Lamborghini races off with new APAC marketing and PR head

Tricia Tan has joined Lamborghini as head of marketing and PR, Asia Pacific responsible for leading the marketing and communications efforts in the region, which include China, HK, Macau, Taiwan, Japan, Korea, India, Australia, New Zealand and Southeast Asia.

Tan (pictured) reports to Lamborghini's regional director, Asia Pacific Francesco Scardaoni and replaces Silvia Saliti who is now head of marketing and PR at Lamborghini Roma. Tan was most recently with Singapore Management University as senior manager, brand stewardship.

She previously spent 12 years with Swarovski, last helming the role of head of corporate communication and Atelier Swarovski PR and range development, APAC, according to her LinkedIn. She was in that role for five years, overseeing brand building events, crisis management as well as strategy development, local market adaptation, celebrity and influencer product placements, and social and digital Chinese content creation.

She joined the company in 2008 as head of marketing operations, Southeast Asia during which she was responsible for consumer marketing and promotion, product marketing, PR and communication, and visual merchandising. Tan was later appointed regional manager, corporate communications and Atelier Swarovski, Asia Pacific, her LinkedIn said.

Prior to Swarovski, Tan was a product manager at Luxasia and was responsible for sales and marketing, budget and inventory management, PR and communication, and CRM. She also worked at NKF Singapore as assistant manager.

Scardaoni said the company has achieved significant milestones and record-breaking sales performances across Asia Pacific region last year as a result of its product portfolio and active brand and product communications.

"With the appointment of the new head of marketing and PR for Asia Pacific, we are confident that Tan will drive the Lamborghini brand to the next level through impactful marketing and communication initiatives in the region," Scardaoni said.

Tan describes herself on LinkedIn as a marketing, communication, and PR professional who is effectively billingual in English and Mandarin. She also has 15 years of experience in the luxury consumer fashion and lifestyle industry for East Asia and Southeast Asia.

Separately, on the marketing and NFT front, the luxury automotive brand auctioned an NFT alongside its Last Lamborghini Aventador LP 780-4 Ultimae Coupé. The NFT was done in collaboration with contemporary artists Krista Kim, Steve Aoki, and global brand storytelling agency [INVNT GROUP]. Known as the Lamborghini "Ultimate", this drop was touted as the world's first supercar 1:1 NFT and features visual artwork from Kim as well as a custom developed track from Steve Aoki.

The collector will be entitled to VIP utilities, such as exclusive virtual previews of future limited edition Lamborghini models, a private tour of the Museo Lamborghini, a virtual “Meet and Greet” with Aoki and Kim, in addition to other VIP benefits.

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