Samsung Electronics Singapore elevates Lynn Chong to head of marketing

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Samsung Electronics Singapore has promoted Lynn Chong to the role of head of marketing.

In her new role, Chong will oversee a cross functional team and be responsible for overall marketing and communications efforts for the brand’s mobile and consumer electronics divisions in Singapore. This will include integrated marketing communications, media, social, digital, communications and brand partnerships efforts.

Chong was previously head of brand marketing for Samsung Electronics Singapore’s mobile eXperience division for over four years. In the role, she was in charge of overseeing overall marketing efforts for the brand’s Galaxy portfolio. She also led efforts in establishing the brand’s foldables and AI offerings in market.

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During her time as head of brand marketing, mobile eXperience division, Chong had worked on notable campaigns including "AI do" - the tech giant's collaboration with Singtel - and a multi-year partnership with Singapore Night Festival.

Prior to joining Samsung Electronics Singapore, Chong was deputy director, channel marketing for NTUC FairPrice's retail business and held several leadership roles at OCBC Bank including product marketing lead of OCBC Plus!, product and commercial lead for mobile payments and product manager for FRANK study loans, according to her LinkedIn.

Chong also has agency experience under her belt, having worked at Tilt Advertising, XM Asia Pacific and Ogilvy.

"We are excited to have Chong step into an expanded role to lead integrated marketing efforts in Singapore. As an established marketer and team lead, she has led several transformative campaigns to bring to life our innovative mobile offerings," said Jeffrey Hahn, president, Samsung Electronics Singapore.

"Her new appointment serves as evidence of our commitment to both the professional growth of our talent and the strategic imperative to cultivate enhanced consumer relationships within the Singaporean market”, added Hahn.

“I am deeply honoured to have the opportunity to take on an expanded role within the team. Consumers in Singapore know exactly what they are looking out for when they interact with a brand, and it is important that we remain relevant to our consumers in a fast-evolving marketplace. We are eager to engage our consumers meaningfully through innovative and impactful campaigns,” said Chong.

Chong's appointment comes as Samsung Electronics Singapore makes an exciting new move. Earlier in March, the tech giant launched its TikTok shop page as part of a strategy to engage digital-first consumers through interactive live commerce. The platform enables consumers to explore and purchase products across various categories, including mobile, TV and audiovisual (AV), home appliances, and monitors.

This move aligns with Samsung's broader strategy to bolster its digital presence and expand its reach through innovative commerce solutions.

In a statement to MARKETING-INTERACTIVE at the time, Samsung said that the TikTok shop aims to provide an "IRL (in real life) experience" that appeals to consumers who value third-party recommendations. The initiative offers product insights through live interactions with brands and creators. Consumers can anticipate special deals, creator-led Q&A sessions, and product demonstrations in these live streams.

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