Day 2, 23 September: Engineering the predictive journey

Day 2, 23 September: Orchestrating predictive journeys

REQUEST BROCHURE

As agents reshape behaviour in a zero-click world, journeys are no longer step-by-step – they’re instant, invisible, and data-defined. The traditional funnel has given way to an omnichannel reality where every touchpoint is a decision point, and every signal is an opportunity. Discover how top marketers are engineering predictive journeys that are unifying platforms, channels, and data into one intelligent system.

Agenda

23 September

08:15

Registration

08:50

Welcome address

09:00

[Opening]

The pre-click economy: Navigating the invisible customer journey

09:45

[Case study]

Stop reacting, start predicting: Beyond the campaign to always-on CX 

10:15

[Panel discussion]

The future belongs to the seamless: Optimising omnichannel for an on-demand, zero-channel brand reality 

Panellists:

U-Fong Chua

E-commerce Director, MU ASEAN

Beiersdorf

Paulene Ong

Marketing Director

Uniqlo Singapore

Mark Khoo

APAC Digital Activation Lead

Versuni

10:45

Networking break

11:15

[Case study]

The human premium: High-stakes CX in a hybrid B2B world 

11:45 – 12:45

Power Hour

Across the next 60 minutes three experts will share short sharp talks on key issues affecting marketing professionals today

11:45

Power Hour 1:
The connected rep: Using chatbots to make human service smarter, not redundant

12:05

Power Hour 2:
Sink or sync: How disciplined data management powers sharper insights  and smarter strategies

12:25

Power Hour 3:
Connecting the dots: Building memory-rich hyperpersonalisation across the full journey

12:45

Networking lunch

13:45

[Panel discussion] 

You’re not missing customers – you’re missing contextual signals 

Panellists:

Candyse Yip

Head of E-commerce (Singapore and Malaysia)

Fossil Group

Catherine Loh

Digital Experience Director

JLL

Kelvin Koh

Managing Director

Truescope Singapore

Janine Diaz

Regional Media Lead – APeC

Volvo Cars

14:15

[Case study]

Trust as the new differentiator: Retention in a data-saturated world 

14:45 – 15:45

Power Hour

Across the next 60 minutes three experts will share short sharp talks on key issues affecting marketing professionals today

14:45

Power Hour 1:
 Mapping the journey from first transaction to lasting loyalty 

15:05

Power Hour 2:
Happiness, delivered now – how real-time data is closing the gap between expectation and experience 

15:25

Power Hour 3:
 Offer-led personalisation: Turning relevance into lifetime value

15:45

Networking break

16:15

[Fireside chat]

Beyond the blind box: Establishing global IP through immersive digital and physical touchpoints

Moderator:

A’bidah Zaid Shirbeeni

Senior Journalist

MARKETING-INTERACTIVE

Speaker:

Jeremy Lee

Head of Middle East and South Asia

Pop Mart

16:45

[Panel discussion]

From collapsing the funnel to owning the fault lines: Turning market uncertainty into your next advantage    

Panellists:

Mayank Dutt

Head of Customer Propositions and Lifecycle Management

HSBC

Chris Pok

Divisional Director, Marketing and Guest Experience

Sentosa Development Corporation

17:15

Closing remarks

17:20

End of conference

REQUEST BROCHURE

DAY 1 AGENDA

Who should sponsor?

If your organisation provides services or solutions in the following areas, you will be perfect for this theme:

eCommerce platforms
Customer relationship management (CRM) software providers  
Marketing automation and personalisation platforms  
Data integration and analytics providers  
Social media monitoring and sentiment analysis providers

Mobile commerce (mCommerce) solution providers
Customer experience (CX) and user experience (UX) solution providers  
Payment solution providers  
And many more!

Get in touch with us at partnerships@marketing-interactive.com to find out more.

REQUEST SPONSORSHIP KIT

REQUEST BROCHURE

U-Fong Chua

E-commerce Director, MU ASEAN

Beiersdorf

U-Fong Chua is the e-commerce director for MU ASEAN at Beiersdorf and was recognised as one of MARKETING-INTERACTIVE’s Top 25 E-Commerce Leaders in Asia. He also recently served as a judge for the Asia E-Commerce Awards 2025. He leads Beiersdorf’s e-commerce growth strategy across Southeast Asia for brands including NIVEA, Eucerin, Hansaplast, and La Prairie, overseeing a regional organisation of more than 50 e-commerce professionals across ASEAN.

With over a decade of experience in FMCG and e-commerce, Chua previously held leadership roles at The LEGO Group, P&G, and L’Oréal. His leadership philosophy is simple: stay bold, stay adaptable, and never stop reinventing.

Paulene Ong

Marketing Director

Uniqlo Singapore

Paulene Ong is the marketing director of Uniqlo Singapore, leading product marketing, digital marketing, digital strategy, public relations and creative initiatives. With a career spanning Unilever, Shiseido and Nestlé, she has held local, regional and global roles – including six years in Tokyo – where she honed her expertise in creative marketing, product development and digital transformation. Her strategic approach has driven business growth and earned her multiple marketing accolades throughout her career.

A firm believer in lifelong learning, Ong recently graduated with an executive master’s in business administration from INSEAD. Outside of work, she enjoys pilates and spending time with Buddy, the shih-tzu.

Mark Khoo

APAC Digital Activation Lead

Versuni

Mark Khoo is a senior digital marketing leader shaping how brands grow in the age of AI, retail media, and distributed influence. As digital activation lead at Versuni (Philips Home Appliances), he leads APAC strategy across seven markets, driving sustained business growth through AI-powered media, full-funnel commerce, and next-generation measurement frameworks.

Khoo is known for challenging traditional marketing models—pioneering approaches that connect media, data, and content into unified growth systems. His work spans scaling ecommerce through integrated creator ecosystems, advancing AI search readiness, and building data infrastructures that tie media investment directly to brand and commercial outcomes. With leadership experience across Kimberly-Clark, Resorts World Sentosa, PayPal, and WPP, he brings a unique perspective at the intersection of brand, performance, and commerce. He’s also a father to two lovely girls, an aspiring carpenter and a horrid golfer and boxer.

Candyse YipHead of E-commerce (Singapore and Malaysia)
Fossil Group

Candyse Yip is a distinguished leader in fashion and FMCG e-commerce, bringing over 15 years of experience to the forefront of the industry. Renowned for her strategic acumen and results-driven approach, she has consistently delivered transformative commercial outcomes powered by deep analytical insights. Her expertise in retail strategy and e-commerce has elevated brands to new levels of success, while her extensive regional experience has equipped her with a nuanced understanding of diverse markets.

Catherine Loh

Digital Experience Director

JLL

Catherine Loh brings 20 years of digital marketing expertise and a combination of strategic rigour and data fluency to the discipline of customer journey. As a digital experience director at JLL, she is architecting a global personalisation strategy from the ground up — a process she approaches with a deliberately data-first mindset, mapping behavioural patterns and intent signals before even deciding on the platform. Loh believes that contextual signals aren’t missing—they are hiding in data organisations already own, waiting for someone to ask the right questions.

Kelvin Koh

Managing Director

Truescope Singapore

Kelvin Koh is a leader in media intelligence, technology, and public communications. As managing director of Truescope Singapore, he has guided the company’s growth into one of Singapore’s leading media monitoring firms, delivering analytics and insights to a broad range of clients, including major public sector organisations.

With experience spanning strategic media planning, crisis management and integrated communications across sectors such as government, finance, healthcare and logistics, Koh brings a balanced approach that combines real-time data with practical guidance. He is also committed to developing the industry and supporting future professionals. Koh teaches communications measurement at Nanyang Technological University and serves as membership head at the Institute of Public Relations Singapore. Recognised as a voice in Southeast Asia’s media intelligence space, he is known for his thoughtful perspectives on AI, analytics and industry change, with a focus on building trust and driving meaningful outcomes.

Janine Diaz

Regional Media Lead – APeC

Volvo Cars

Janine Diaz is a regional media leader with over a decade of experience driving performance and digital excellence across APAC. Her career spans media strategy, activation, and operations—starting from agency-side roles and evolving into a key leadership position at Volvo, where she now leads media performance for the APEC region.

In her current role, Diaz focuses on optimising paid media, enhancing performance measurement, and shaping digital transformation frameworks that scale across diverse markets. She is passionate about building systems that balance global consistency with local adaptability, ensuring that media efforts deliver both efficiency and real business impact.

Diaz is known for her ability to bring structure to complexity, clarity to data, and alignment to cross-market teams—making her a trusted partner in navigating the ever-evolving digital landscape.

A’bidah Zaid Shirbeeni

Senior Journalist

MARKETING-INTERACTIVE

A’bidah Zaid Shirbeeni is a senior journalist at MARKETING-INTERACTIVE. With a focus on the dynamic landscape of Southeast Asia, she delves into the realms of marketing, advertising, tech and business. Her interest lay in covering stories around new media, influencer relationships and the intersection between marketing and legal.

Before her foray into the world of marketing, A’bidah was an entertainment journalist. Her knack for storytelling led her to interview some of Hollywood’s most illustrious figures such as Harrison Ford, Chris Evans and Scarlett Johansson, and brought her audience closer to the stars.

Beyond the headlines, you’ll likely find her soaking up the sun by the pool or unwinding at home with a captivating movie.

Jeremy Lee

Head of Middle East and South Asia

Pop Mart

Jeremy Lee is the head of region for Middle East and South Asia at Pop Mart, where he now leads the company’s international growth strategy in these regions. This comes after two years of retail expansion across key SEA markets like Singapore, Malaysia, Indonesia, Vietnam, and the Philippines. Lee has spent his career building brands like LEGO and Johnson & Johnson, scaling businesses across Asia through a combination of digital innovation, retail expansion, and strong local market partnerships.

His work sits at the intersection of brand storytelling, fandom culture, and data-driven marketing—turning niche IP into global consumer phenomena. With over two decades of experience across business development, brand partnerships, and regional leadership, Lee brings a pragmatic perspective on what it really takes to localise brands, build communities, and scale businesses across diverse international markets.

Mayank Dutt

Head of Customer Propositions and Lifecycle Management

HSBC

With over 24 years of experience spanning banking, payments, and financial services, Mayank Dutt is a seasoned marketing leader with deep expertise in customer propositions, digital transformation, and growth strategy.

He currently serves as head of customer propositions and lifecycle management at HSBC, where he leads the development of customer value propositions and lifecycle strategies across the wealth continuum. Working closely with cross-functional teams, he drives customer engagement, portfolio growth, and digital initiatives that enhance the banking experience for clients across diverse markets.

Prior to HSBC, Dutt spent more than 16 years at Citibank in senior leadership roles across product, portfolio, and marketing, delivering transformative customer acquisition strategies and digital innovations across multiple markets. He also served as chief marketing officer for Mastercard Southeast Asia, where he led marketing strategies that strengthened brand leadership and accelerated business growth across the region.

Combining strategic thinking with a customer-first mindset, Dutt is passionate about building meaningful customer experiences that drive sustainable business growth in an increasingly digital world.

Chris Pok

Divisional Director, Marketing and Guest Experience

Sentosa Development Corporation

Chris Pok is the divisional director of marketing and guest experience at Sentosa Development Corporation, where he leads integrated marketing, branding, communications, digital, and guest experience strategies to enhance Sentosa’s positioning as a world-class leisure destination.

With over two decades of experience spanning aviation, travel retail, hospitality, and destination marketing, Pok brings a strong track record in omnichannel transformation and customer-centric growth. Prior to Sentosa, he served as CEO of KrisShop, where he helped redefine the airline retail model through digitalisation and innovation, and spent more than 17 years at Singapore Airlines in senior international leadership roles.

Known for his storytelling-led approach to marketing and experience design, Pok focuses on building compelling brand narratives while delivering meaningful, end-to-end guest experiences across both physical and digital touchpoints.

Day 2, 23 September: Orchestrating predictive journeys

Agenda

Registration

Welcome address

The pre-click economy: Navigating the invisible customer journey

Stop reacting, start predicting: Beyond the campaign to always-on CX

The future belongs to the seamless: Optimising omnichannel for an on-demand, zero-channel brand reality

U-Fong Chua

Paulene Ong

Mark Khoo

Networking break

The human premium: High-stakes CX in a hybrid B2B world

Power Hour

Power Hour 1: The connected rep: Using chatbots to make human service smarter, not redundant

Power Hour 2:Sink or sync: How disciplined data management powers sharper insights and smarter strategies

Power Hour 3:Connecting the dots: Building memory-rich hyperpersonalisation across the full journey

Networking lunch

You’re not missing customers – you’re missing contextual signals

Candyse Yip

Catherine Loh

Kelvin Koh

Janine Diaz

Trust as the new differentiator: Retention in a data-saturated world

Power Hour

Power Hour 1: Mapping the journey from first transaction to lasting loyalty

Power Hour 2:Happiness, delivered now – how real-time data is closing the gap between expectation and experience

Power Hour 3: Offer-led personalisation: Turning relevance into lifetime value

Networking break

Beyond the blind box: Establishing global IP through immersive digital and physical touchpoints

A’bidah Zaid Shirbeeni

Jeremy Lee

From collapsing the funnel to owning the fault lines: Turning market uncertainty into your next advantage

Mayank Dutt

Chris Pok

Closing remarks

End of conference

Who should sponsor?

U-Fong Chua

E-commerce Director, MU ASEAN

Beiersdorf

Paulene Ong

Marketing Director

Uniqlo Singapore

Mark Khoo

APAC Digital Activation Lead

Versuni

Catherine Loh

Digital Experience Director

JLL

Kelvin Koh

Managing Director

Truescope Singapore

Janine Diaz

Regional Media Lead – APeC

Volvo Cars

A’bidah Zaid Shirbeeni

Senior Journalist

MARKETING-INTERACTIVE

Jeremy Lee

Head of Middle East and South Asia

Pop Mart

Mayank Dutt

Head of Customer Propositions and Lifecycle Management

HSBC

Chris Pok

Divisional Director, Marketing and Guest Experience

Sentosa Development Corporation

The pre-click economy: Navigating the invisible customer journey

Stop reacting, start predicting: Beyond the campaign to always-on CX 

The future belongs to the seamless: Optimising omnichannel for an on-demand, zero-channel brand reality 

The human premium: High-stakes CX in a hybrid B2B world 

Power Hour 1:
The connected rep: Using chatbots to make human service smarter, not redundant

Power Hour 2:
Sink or sync: How disciplined data management powers sharper insights  and smarter strategies

Power Hour 3:
Connecting the dots: Building memory-rich hyperpersonalisation across the full journey

You’re not missing customers – you’re missing contextual signals 

Trust as the new differentiator: Retention in a data-saturated world 

Power Hour 1:
 Mapping the journey from first transaction to lasting loyalty 

Power Hour 2:
Happiness, delivered now – how real-time data is closing the gap between expectation and experience 

Power Hour 3:
 Offer-led personalisation: Turning relevance into lifetime value

Beyond the blind box: Establishing global IP through immersive digital and physical touchpoints

From collapsing the funnel to owning the fault lines: Turning market uncertainty into your next advantage    