StashAway hires head of brand from Singlife

Digital wealth management platform StashAway has appointed Theresa Pragasam-Sidhu (pictured) as its head of brand. Pragasam-Sidhu told MARKETING-INTERACTIVE that this is a new role in the company, and she reports to chief marketing officer Filippo Stefanelli. In her new role, Pragasam-Sidhu will be responsible for leading brand, content and marketing communications across all StashAway regions Hong Kong, Malaysia, MENA, Singapore, and Thailand. She will also partner with other functions within the business including product, integrated marketing and other business leaders to drive brand affinity and business performance.

Pragasam-Sidhu was formerly head of brand at Singlife with Aviva. During her time there, Pragasam-Sidhu was responsible for the development and operationalisation of the brand and integrated marketing strategy, according to her LinkedIn. She also developed brand architecture and direction for the merger of Singlife and Aviva.

Prior to that, Pragasam-Sidhu was with Prudential Assurance Company Singapore for close to three years as head of brand and sponsorships and, later, head of customer experience management. As head of CX management, Pragasam-Sidhu led the migration to digital strategy, including all customer communications and interactions and the online customer portal, PRUAccess.

Pragasam also previously worked as global director, brand marketing and customer experience at Rise Global Holdings, and director of brand management (AMEA) at InterContinental Hotels Group. During her time in the UK, she was head of brand marketing, global brand marketing at Hertz, internal communications consultant at London Underground and senior management, marketing and communications at Everywoman Limited.

Separately, StashAway launched a marketing series last month to help women close the gap between gender. To equip women with better investment knowledge, the series "She Invest" covers personal finance and investing basics, investing in your beliefs with thematic investing, crypto 101, and gender-equal practices at the workplace. She Invests is an extension of StashAway Academy, the company’s free personal finance course that has seen more than 16,000 female attendees across five markets, including Singapore, Malaysia, the Middle East and North Africa, Hong Kong and Thailand. StashAway has been growing the number of its female users. The company said clients who identify as female now make up half of StashAway’s client base, up from 10% from the company’s launch five years ago.

Nandini Joshi, StashAway's COO said then that She Invests will immerse women in the full spectrum of financial planning opportunities, from investing in the S&P500 to understanding the world of crypto and NFTs. "Compared to men, women tend to live longer, defer financial planning to their partners, and take time off work to look after their families. So it’s crucial that women take charge of their long-term financial planning and retirement needs," she added.

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