Meta’s MY head Nicole Tan takes on SG country director role

Meta has appointed Nicole Tan as its new country director for Singapore, effective 2 June 2025. Tan was previously the Meta country director for Malaysia for the past nine years. 

With over 25 years of industry experience, Tan brings a strong track record in business leadership, strategic growth, and community engagement to her new role in this thriving city, said Meta in a release sighted by MARKETING-INTERACTIVE. 

As country director for Singapore, Tan will focus on driving digital empowerment and innovation across industries, harnessing the power of AI to unlock new opportunities for businesses, and supporting the growth of Singapore's thriving digital economy.

Don't miss: Meta appoints Jerry Jimenez Bongco as country director for the Philippines

Tan joins the Singapore team after leading Meta’s operations in Malaysia for nine years, where she focused on accelerating digital adoption, expanding cross-industry partnerships, and driving business growth. A long-time advocate for inclusive leadership, Tan is passionate about supporting women in tech and marketing and has played an active role in mentoring and talent development initiatives across the region.

While helming the role of country director at Meta Malaysia, Tan was also the interim Meta country director for the Philippines beginning May 2024, before the company appointed Jerry Jimenez Bongco in February 2025.

Prior to joining Meta, Tan was the managing director for advertising agency JWT Malaysia (J. Walter Thompson) for three years up until 2016. This was after Tan returned to Malaysia from her stint as a business director at JWT Beijing. She also held the roles of business unit head, group account director and account director at JWT Malaysia. She spent around 11 years with the agency. 

“Singapore is a dynamic market that is spearheading Southeast Asia’s digital transformation. I’m excited to work with the team and our partners here to help more people and businesses unlock growth through technology and build meaningful connections in the digital economy," said Tan. 

"It’s been a privilege to be part of Meta’s journey in Malaysia, and I’m proud of what we’ve achieved together. I’m excited to carry those learnings forward into my time in Singapore, and as we continue to support the growth of Southeast Asia’s digital economy," said Tan, as she announced her new role on LinkedIn.

Meanwhile, Benjamin Joe, vice president, Southeast Asia and emerging markets at Meta, welcomed her onboard, saying that Tan has a deep understanding of what businesses and communities across Southeast Asia need to thrive in a digital world.

“I’m confident that her experience and inclusive approach will provide strong leadership in shaping our next chapter in Singapore – an important hub for innovation and regional collaboration," he added. 

Joe also said on LinkedIn that in her new role, Tan will collaborate closely with businesses, agencies, creators, and communities to leverage the transformative power of AI and unlock exciting new opportunities.

"Her focus will be on driving digital transformation, fostering innovation, and supporting the flourishing digital economy of Singapore," said Joe.

According to checks by MARKETING-INTERACTIVE, the role of country director for Singapore was posted on Meta's career site two months ago, with Joe publicising the opening on his LinkedIn, stating that he is the hiring manager, looking for a high caliber leader to accelerate Meta's growth in Singapore and drive the company’s strategic relationships with global/ local brands, agencies, and partners for Meta’s family of apps.

Earlier last month, Meta's vice president of Asia Pacific stepped down from his role after over 12 years with the social media giant. In a LinkedIn post, Neary confirmed his exit, adding that he will be around for a few months to get a successor in place and ensure a smooth transition.

Neary expressed his appreciation for Meta's leadership, especially Nicola Mendelsohn and Carolyn Everson. "I’m also deeply grateful to have had the opportunity to work alongside and learn from some of the most talented people in tech, both colleagues and partners. I've always believed that growth comes from surrounding yourself with intelligent people and embracing new challenges, and I've been fortunate to have experienced a lot of both at Meta," Neary said.

Under Neary's leadership, Meta saw rapid expansion in the APAC region with Facebook, Instagram and WhatsApp becoming dominant platforms in many countries. According to a study by We Are Social and Meltwater earlier in February this year, Meta's Facebook potentially reached 2.28 billion users, with users spending an average of 17 hours and 17 minutes on the app. It is particularly more frequented in countries such as Philippines (23 hours and 34 minutes) and Vietnam (20 hours and 48 minutes).

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