Irene Cheah

Chief Marketing Officer

Ryt Bank

Irene Cheah’s journey spans FMCG, e-commerce, and fintech – three industries with very different rules of engagement. In FMCG, she worked in the structured world of global consumer brands, where success was built on consistency, scale, and long-term brand equity. In e-commerce, the playbook flipped – speed, data, and constant optimisation became the drivers of growth. Now in fintech, she serves as the CMO of Ryt Bank, operating in a startup mode, where agility, experimentation, and cultural relevance matter as much as strategy.

This progression has given her a perspective that blends discipline with adaptability. Having moved from traditional marketing to the fast-moving dynamics of digital and now fintech, she has seen first-hand how the role of marketing has evolved — from broadcasting messages to creating relevance, from selling products to shaping behaviour, and from building awareness to building trust in entirely new categories. In fintech especially, she believes marketing must move beyond safe campaigns towards bolder experiments that can spark cultural momentum – questioning assumptions, adapting quickly, and shaping approaches that remain relevant, agile, and true to the brand’s purpose.