Top 25 eCommerce leaders 2022: Foo Siew Ting

An established voice in the marketing industry, Foo Siew Ting (pictured), the chief marketing officer of Greater Asia at HP, was recently promoted to global head of brand and insights. She has had a long and fruitful career that speaks to how influential she has been in the space.

Foo has more than two decades of diverse marketing experience in international consumer goods companies, including Unilever, Mars, Diageo, and Fonterra. She is a firm believer in building customer-centric and data-driven marketing campaigns that are creative and people-led.

A strong advocate of using purpose-led marketing and creativity to build a sustainable business for profit, as well as for the communities she serves, Foo is focused on building HP as a global brand with a local soul.

A large part of her mandate is to drive brand relevance and purpose by combining data and an emotional connection. To do so, she pushes her team to anchor impactful, experiential marketing campaigns on customer insights from big data as well as local authentic stories.

As a leader, Foo also believes in purpose-led and empathetic leadership, and champions diversity and inclusivity to drive an innovative internal culture.

Her goal is to grow a team of innovative and passionate people who embrace the culture of reinvention.

She promotes diversity throughout the organisation through her work with women and young adults. Some of the notable initiatives that she has championed in her career at HP Asia Pacific include the “Reinvent Stereotypes” campaign she led in Japan in 2018 that challenged the stereotypes against women; and the “Youth Dream Factory” ambassador programme in China that encouraged innovation among young people and, of which, she was an integral part in executing.

As an ardent believer in the value of data analysis, she has been integral in the development of in-house expertise, and the creation of analytics tools that can be used to gain insights on marketplace trends and derive actionable data insights.

These insights have been leveraged by HP to orchestrate tighter integration with online partners. In the highly competitive and fast-moving space, these data monitoring alerts help HP to identify opportunities and gaps, and to act upon them quickly, pushing the brand further.

Under her leadership, HP’s integrated marketing campaign for its HP OMEN Gaming PC also enabled the tech brand to achieve market leader sales results in a short span of just two years. Its “We Don’t Care” campaign, which contrasted social and economic inequality with the gaming world, outperformed its key marketing campaign metrics.