Surbana Jurong Group expands global marketing and comms team

Surbana Jurong Group (SJ Group) has picked Marco Sparmberg to lead its global marketing and communications while Karen Yew assumes responsibility for corporate affairs. Both will report directly to group CEO Sean Chiao.

This is in line with SJ Group's brand rejuvenation and digital transformation, enabling its global business. 

Sparmberg joins SJ as senior director, global marketing and communications, leading SJ’s marketing and communications strategy to amplify its brand presence on a global scale, bolster its reputation as a complex problem solver, and celebrate its people and projects.

Sparmberg will focus on content creation, innovative campaigns across SJ Group’s branding platforms, media outreach, and social media engagement, while supporting its change management, campus placemaking, and employer branding endeavours.

Sparmberg will provide guidance to SJ’s business line marketing and communications team leads, maintaining a cohesive brand narrative.

Previously, Sparmberg led the integrated content and social media strategy at DBS Bank. At DBS, he established an in-house brand publisher model that produced a content series, highlighting the bank’s initiatives in community, sustainability, culture, and heritage, including their foray into the metaverse.

Prior to DBS, Sparmberg spearheaded the digital business transformation at Mediacorp, focusing on audience development and social media as a founding member of its digital group.

Sparmberg's career has spanned Singapore, Germany, the UK, and Hong Kong, where he has utilised his transmedia storytelling skills to revolutionise brand communications.

“Sparmberg's wealth of experience, fresh perspectives, and rare blend of expertise in digital transformation and brand rejuvenation uniquely position us to navigate the future of our brand with confidence and agility,” said Sean Chiao, group CEO, SJ Group.

“From building a million homes in Singapore and engineering the world’s longest tunnel 10,000 feet above sea level in India, to providing the environmental design for Google King’s Cross and the rain vortex at Jewel Changi, SJ Group is involved in some of the world’s most iconic projects," said Sparmberg.

"I’m excited about the opportunity to build SJ Group’s brand globally and creating genuine connections with our clients and communities,” he added. 

Yew, who joined the group in January 2020, has been appointed chief corporate affairs, overseeing corporate communications, executive engagement and issues management.

She will also be responsible for the content strategy of the group’s corporate website, a key brand touchpoint. Karen’s role is aimed at enhancing SJ’s engagement with significant external stakeholders, ensuring alignment with its brand strategy.

“I would like to express my gratitude to Karen and the global marketing and communications team for their ongoing contributions. An integral enabler of SJ Group’s growth as a global consultancy providing smart, sustainable solutions at scale, the newly expanded team will help create a unified and powerful brand presence in all of SJ’s markets, driving the group’s purpose forward to make an enduring impact on the communities we serve,” said Chiao.

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