UNIQLO names new marketing director for Singapore

Apparel retailer UNIQLO has appointed Paulene Ong (pictured) as its new marketing director for Singapore. 

Within the new role, Ong plays a pivotal role in shaping the brand’s strategic direction across multiple channels, overseeing the full spectrum of product marketing, public relations, digital innovation, in-store communications and creative development, said UNIQLO Singapore when MARKETING-INTERACTIVE reached out. 

She will be focusing on driving category growth through a blend of branding strategies and digital transformation initiatives. Additionally, Ong is at the forefront of an ambitious brand effort, designed to continuously elevate and deepen the resonance of UNIQLO’s LifeWear philosophy, further solidifying the brand’s position as a leader in the fashion industry and the go-to brand for Singaporeans across different occasions and lifestyles. 

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Ong has over 15 years of global marketing experience in the fast-moving consumer goods and prestige beauty across local, regional and global roles. Prior to joining UNIQLO, she was a senior brand manager of hair innovation and business performance in Japan for Unilever.

Before that, Ong had also been Shiseido's senior global marketing manager in Japan and global brand manager of travel retail brand in Singapore. In addition, Ong had also served as a brand manager of breakfast cereals and assistant business development manager in at Nestlé. 

Ong's appointment comes after UNIQLO partnered the Singapore Paralympics Team as its official clothing partner for Team Singapore para-athletes representing Singapore at the Paris 2024 Paralympic Games.

Through the partnership, UNIQLO provided LifeWear apparel to Singapore's delegations and officials, which includes apparel to be worn for the opening and closing ceremonies, athlete village, and travel during the Games.

The curated selection of LifeWear apparel emphasised function and comfort, while featuring modern and sophisticated looks that represent Singapore and blend seamlessly with the cityscape of Paris, it said in a statement. 

Additionally, a special in-store display will be available at the Orchard Central global flagship store from now until 10 September 2024 to honour and celebrate Team Singapore's para-athletes.

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