Cedric Dias starts new venture Mathilde.sg, focuses on marketing

Cedric Dias has started a new venture, Mathilde.sg. As co-founder of Mathilde.sg, Dias will focus on spearheading the marketing strategies that will drive the brand’s growth and establish Mathilde.sg as a beacon of quiet luxury.

His focus will be on building a strong brand identity that resonates with its target audience. This involves developing and executing integrated marketing campaigns across digital and traditional platforms, overseeing brand communication, and forging partnerships that align with the brand’s ethos.

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Additionally, Dias is dedicated to nurturing Mathilde.sg's customer relationships by creating experiences that connect with its clientele on a deeper level.

Dias will work alongside the brand's founders Kenneth Teh and Fauzi Anuar. The trio will operate as a collaborative leadership team, led by Teh, said Dias in conversation with MARKETING-INTERACTIVE.

Before starting Mathilde.sg, Dias was group head of marketing and digital sales of OONA Insurance where he implemented the re-branding project, launched the first AI enabled chat for insurance sales product globally in Philippines and Indonesia and more. 

Prior to that, Dias had an extensive career in the banking industry where he was chief marketing officer at Indonesian bank Bank Jago. 

He also served six years with OCBC bank in various roles including head of digital marketing of digital wealth and secured loans marketing, head of digital marketing of product marketing and silver segment and head of digital marketing. 

Dias also had agency experience as the digital director and APAC head for Socialyse. 

His longest role thus far, according to his LinkedIn, is at Western Union Financial Services where Dias served nine years with the company, taking on the roles of marketing director and country director. 

At Mathilde.sg, the founders and Dias are focused on establishing the brand in Singapore, with aspirations to expand its reach across Southeast Asia and beyond. 

“At Mathilde.sg, we believe in creating more than just handbags; we craft stories, experiences, and emotions into every piece. Our unique collections are a tribute to the art of bespoke craftsmanship, where each handbag is meticulously designed and handcrafted using the finest ethically sourced leathers," said Dias.

"We invite our customers to embark on a journey of discovery, where luxury is not just owned but lived, in every detail and every moment," he added. 

Mathilde.sg is has been more than a year in the making, said Dias, adding that he is "thrilled to be part of a team that is on the cusp of redefining luxury for the modern affluent woman". 

Earlier in March, a report by UOB was released, revealing what women in Singapore are spending on. 

The report found that Singaporean women have shown a preference for dining and entertainment when it comes to spending and reaping rewards on a credit card. 

Similar to entertainment-related spending, travel-related spending also saw a spike, growing by close to 300% over 160% year on year from 201 to 2022 and 2022 to 2023 respectively, said the report. Meanwhile, fashion-related spending grew by close to 30%.

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