Sentosa Development Corporation names new marketing director

Sentosa Development Corporation (SDC) has named Chris Pok (pictured) as its new divisional director of marketing and guest experiences. Pok replaces Mira Bharin who recently stepped down from the role after five years. 

Pok will be reporting to Michael Ma, assistant chief executive at SDC, he told MARKETING-INTERACTIVE. 

In his new role, he will oversee various aspects of marketing and guest experience, from strategic communications and public relations, branding, social and digital marketing, to Sentosa's loyalty programme, the Sentosa Islander.

"In summary, I need to tell great stories while ensuring that we deliver those promises. Internally, we call it 'story-doing'," said Pok. 

Don't miss: Mandarin Oriental picks new global senior VP for brand

Prior to joining SDC, Pok was with KrisShop as its chief executive officer, a role he held for just under four years. There, he worked to redefine the airline retail business model and build a premium omni-channel retailer through digitalisation and innovation.

Before KrisShop, Pok was with Singapore Airlines for just over 17 years. He held many roles during his stint there including that of senior manager of merchandising, general manager of its China branch and general manager of its Benelux outfit. 

"The transition from an airline enthusiast, ex-shopkeeper to now an 'Islander' has made for an exciting journey thus far," said Pok. "True to the brand tagline of Sentosa, 'where discovery never ends', the last three months have been an exciting period of learning, connection, engagement, experimentation, and discovery.

He added he was grateful to receive much help along the way, both from within the One Sentosa family, as well as from friends in the tourism and hospitality industry.

"With Singapore’s tourism sector recovered strongly and the corresponding demand from the visitors’ arrivals, we look forward to welcoming more overseas visitors, as well as locals to our island. Therefore, the immediate priority is to ensure that Sentosa stays at the top of mind for all our guests, and that they are aware, inspired, and excited for the various developments that have taken place in Sentosa post pandemic," he said.

Sensoryscape, for instance, will be its key focus this year as the island progressively rolls out the brand campaign for this attraction while monitoring on-ground sentiments to optimise guest experience.

Sensoryscape is a 350m north-south central spine that connects guests from Resorts World Sentosa to the beaches, with an immersive, multi-sensory experience weaved in. Guests will be immersed in a nature-inspired soundscape, where interactive digital light art and augment reality ignite the sixth sense of imagination, it said on the attraction's website. 

"Apart from Sensoryscape, there are other exciting developments in the pipeline for 2024, providing opportunities for us to tell more great stories this year," said Pok. 

This comes after Bharin stepped down from the role. She joined SDC in 2018 as its brand, marketing and communications director. She held the role for just under three years before moving on to divisional director of marketing and guest experiences. She again held that role for just under three years. 

Join us this coming 24 - 25 April for #Content360, a two-day extravaganza centered around four core thematic pillars: Explore with AI; Insight-powered strategies; Content as an experience; and Embrace the future. Immerse yourself in learning to curate content with creativity, critical thinking, and confidence with us at Content360!

Related articles:
15 complaints filed with CASE over failed Sentosa sky lantern festival
No refunds, says Sentosa sky lantern festival organiser
Sentosa's brand sentiments plummet after sky lantern festival flops