Confide Platform

Crafting the future of trust in business.  Build, oversee and manage the development of marketing and communications for Confide Platform. Includes:
- Build and implement marketing and communications strategy;
- Manage campaigns and demand generation;
- Develop strategic partnerships and marketing channels;
- Develop and implement PR and communications channels, including social media;
- Supporting brand development as a leader in compliance, regulatory, and tech fields.

Marketing & Communications Director

B2B marketing & comms lead for strategy, implementation and growing teams.   Alternatively, as a fractional CMO for growth stage companies.  Particularly, in the area of niche or tech branding, especially in the areas that do not have clear roadmaps.
- includes branding, thought leadership, branding, product & solution marketing, strategic alliances, demand gen and digital branding.

B2B Marketing & Comms Lead

Athena Rising Coaching & Consulting Services

Founder & Entrepreneur of own coaching & consulting practice.
• Coach and educator for change-makers (individuals and couples) to integrate relationship and emotional work to live their personal and professional lives.
• Consultant for the intersection of Tech & AI vs human connection.
• Managed own business. Picked up skillsets around being a digital content creator (on social media and online educational platforms), personal branding, partnerships and media relationship.
• Author, Speaker, Wellness Educator, Consultant.

Founder

AI Visionary Society

Driving innovation - study and implement innovative techniques and Gen AI to drive digital transformation in branding, marketing and PR communications strategy and processes.

Founding Member

FemTech Association of Asia

Femtech Association of Asia is Asia’s first industry network for professionals in FemTech, for those making a positive impact in women’s health through technology.  FAA is the gateway to the FemTech industry within Asia, driving advancement in available, accessible and affordable healthcare for every woman at each stage of life, through knowledge, solutions and funding.

Member

M-DAQ Global

Mixed portfolio: Managing a team for marketing, communications and design for the group. As well as oversee product strategy, in alignment with building a joint vision and roadmap across product owners and business units. 

Responsibilities cover the following scope:
• Develop and execute product strategies in alignment with company goals
• Collaborate with Product team to develop the product roadmap and user requirements
• Work with Sales & Partnerships team to understand customer requirements and leverage any
payments background & knowledge to increase sales conversion
• Develop and execute marketing strategies to promote the product to the respective customer
segments across M-DAQ group and its subsidiaries
• Conduct market research to identify trends and opportunities in the industry and make
recommendations to the team
• Together with Product and Sales team, create and manage product positioning, messaging, and channel relationships
• Assist in developing and executing go-to-market plans for new products and features
• Collaborate with cross-functional teams to ensure successful product launches
• Track and analyze key performance metrics to optimize product performance and marketing
effectiveness
• Continuously monitor and evaluate the competitive landscape and adjust strategies accordingly
• Lead and coordinate product and group level marketing initiatives across M-DAQ group

Director, Group Marketing & Communications | Director, Product Strategy

NTT DATA Hong Kong Limited

Created and managed Product Management role for Global Payments Business in NTT DATA.
- Lead and establish a new Product Management function and practices.  
- Develop and execute a product strategy that supports the product pipeline of the business.
- Create NTT DATA's global payments business 1st B2B payment product (Currency Hub) to initiate instructions for FX cross-border supplier payments, and overall cash management across currencies.
- Hire & groom a group of capable product managers who will own & execute their respective product objective

Director, Head of Product Management and Marketing (NTT DATA Global Payment Services)

•	Lead and managed the teams, budget and strategic direction for 3 individual teams: Marketing & Communications, Strategic Alliances and Product Management.  Part of the Business Strategy leadership team for overall business management strategy and change management initiatives.
 •	Create and develop the strategic direction, execution plan of the Strategic Alliance and Marketing teams, which manages the development and execution of two key areas: strategic alliance with channel and finance partners, as well as marketing and communications.  This includes any corresponding coordination with HQ and other sister companies under the NTT Group. 
•	For Business Strategy team, I led change initiatives around a company-wide initiative for DNA culture, process and structure change.

Head of Marketing & Communications:
•	Marketing and communications for internal and external communications: solution and product marketing for partners and merchants, creating content for thought leadership, lead-gen activities, PR and overseeing channel development. 
•	Navigating the challenges of the pandemic, creating brand awareness of NTT as a new payments player, thought leadership and enhancement of sales enablement materials and partner marketing initiatives. Re-launched the company website with new content management system.
•	Grew the NTT DATA Hong Kong LinkedIn page by 420% followership since Q4 2020. Continue to create robust outreach channels through target segments are focused on travel, digital goods, e-retail, e-government service sectors.

Director, Head of Marketing | Business Strategy (NTT DATA Global Payment Services)

NTT Data's Global Payment Hub is headquartered in Hong Kong. Lead and oversaw the strategic direction and development of the Strategic Alliance and Marketing team, which manages the development and execution of two key areas: strategic alliance with channel partners and marketing.

Grew and established NTT DATA’s cards and alternate payment capability coverage across each Asia Pacific country and parts of rest of the world, provided roadmap for future term development on strategic partnership at the company’s next stage of expansion. Channel partners include financial, payments and technology partners. (Role was transitioned in a reorg after my team had established full coverage of key partnerships across each of Asia's key target markets.)

Director, Strategic Alliance & Partnerships (NTT DATA Global Payment Services)

Freelance / Presense Consulting

- Entrepreneurship - started my own tech marketing and brand consulting firm.  Had to pitch, sell, brand and do outreach to create pipeline and deliverables.
- Area of coverage include: FinTech & Payments Consulting: for topic areas of Payments | Fraud Management | Digital Commerce Content Curation | Startup & Entrepreneurial Consultant | Agency management
- Deliverables include: Workshop Creation - Sales Enablement, Strategic Roundtable Discussions | B2B Marketing | Digital Transformation | Go-To-Market Strategies | Branding
- Clients include: regional payments service provider, mobile app startups, cybersecurity firm, spokesperson branding.

Founder, Fractional Marketing Lead

CyberSource

•	Managed strategy development to align solution messaging for go-to-market plans, as well as developed discovery workshops around regional payment ecosystems and architecture for whole of APAC region (including Australia & New Zealand). Coordinated with regional marketing teams in EMEA, North America and LATAM. Managed content, creative, event and PR agencies.
•	Managed CyberSource HQ and Visa stakeholders at MD levels to align PR & comms, marketing plans.  Built extensive assets database for sales, consistent PR and case studies rollout, establish thought leadership status and recall for media, drove engagement through content through various events and initiatives.
•	Subject Matter Expert (SME) for CyberSource APAC solutions, digital commerce, FinTech, payments.  Responsible for content development, marketing asset development & solution messaging for APAC region. For building awareness, sales enablement, thought leadership, customer engagement & product / solution enablement.  Includes PR, web content & development of region SEM, asset development (e.g. white papers, presentations, solution papers, special reports, videos, webinars), social media, digital marketing in B2B social channels
•	APAC region includes Southeast Asia, North Asia (China, Hong Kong, Taiwan, South Korea), Australia, New Zealand, India & Japan.

Director, Solution Marketing & Market Development, APAC

•	Project manager and team lead, direct client executive-level management and presentations.  Business advisory for financial services providers / institutions in the wealth management or private banking space: include operational, strategic consulting, technology implementation, new business expansion, core banking & general ledger.
•	Experience currently includes local & regional banks based namely in Singapore, Malaysia, Hong Kong & Taiwan.
•	Systems consulting: core banking (e.g. Silverlake, EBS, VisionPlus); wealth management applications (e.g. Odyssey)

Senior Manager, Business Consultant & Project Lead, Financial Services Office

I hold space for the taboo and the tough conversations. Multi-hyphenate geek. FinTech FX & Payments | B2B Marketing & Communications | Banking | Femtech Entrepreneur | Love & Intimacy Certified Coach

(All posts on my personal LinkedIn page are my own and do not represent the postings or opinions of any companies I am associate of.)

Broadly, Andrea commands 22 years in banking, fintech, consulting, and entrepreneurship across a variety of functional roles in both corporates and startups, with a sharp focus on Asia's tech and business ecosystems. She is adept at connecting multiple disciplines, cultural nuances, and bridging across various functions, in particular for
- building marketing and communications teams from 0 to 1
- structuring and transforming teams to pivot to new markets or segments
- nurturing key talent to lead various initiatives

These are marked by deep expertise and empathetic leadership style to foster transformation and innovation in the teams she has managed close to two decades.  Currently, Andrea is a B2B marketing and communications business leader who connects technical product expertise with marketing strategies to develop go-to-market and brand initiatives for APAC.   These include channels, solution marketing, lead generation, thought leadership, PR, branding and communications in collaboration functions such as sales, partnerships and product roadmaps.

She is passionate about working in new or emerging environments, where new market or product segments are at the stage of building or change, creating new business structure and potential new markets. In line bridging across disciplines, Andrea is part of various web3 networks and currently incorporating Gen AI into business processes, marketing & femtech.

In her roles, Andrea has spoken at various events.  Today, she is keen to support senior corporate women leaders, mentor young leaders and have established links in various entrepreneurial networks.  Her deep expertise in APAC ecosystems includes understanding cross-cultural work culture. Overall, she has worked out of Singapore, Taiwan & Hong Kong and is bilingual in both English & Mandarin.

In parallel with her corporate journey, for the last 7 years, Andrea also has a passion as a certified coach and educator. She works with individuals, couples and groups to navigate tough or taboo conversations.  She has appeared on media, co-authored books around wellness and life transitions.

Whether crossing functions in corporates or startups, Andrea continues to navigate uncharted territories, while applying a modern Asian lens to all her professional endeavours.

Start the week with a hearty breakfast - physically and spiritually.

I thought it would be a chill week to review some work and dive deeper into studying some AI topics I've been keen to dig in to.

Token week in Singapore had other plans for me. A Monday morning breakfast by 𝗪𝗼𝗺𝗲𝗻 𝗶𝗻 𝗕𝗹𝗼𝗰𝗸𝗰𝗵𝗮𝗶𝗻 𝗔𝗹𝗹𝗶𝗮𝗻𝗰𝗲 (𝗪𝗜𝗕𝗔) Belinda Lim became the inspiring start to a week of activities, learnings, understandings - with women pivoting in, pivoting out, traveling through web3.

I've not been able to update on a daily because I ended having connections, meetings and calls across the week with fringe activities and making new connections each day packed to the brim.

And yes, it got my active mind making more connected observations so I might go down the rabbit hole next few months 🐇 

I realised walking away with the key takeaways:
🍵 I adore breakfast networking but we have so little of those compared to evening networking. More please!
🍵 I came from web2, and have been studying the bridge with web3.  I observe that there are still gaps (read: opportunities) in how both areas bridge or think they bridge.
🍵 web3 creator economy and the potential of opportunities - I may be a little late, but all for diving in to learn more.

How do you start your Mondays?

Location:  Hui Jun who’s one of the owners of Lucine by Luna.
📷: Tannie Nicholas-Tang 
Monin Ung Pallavi Malviya Gupta Andrea T. Megan Miao Hazel Z. Julia Deufel Vivian Yeong Pik Yiu Hui Gwen 🌶️ L. Joan Ng Alyse Sue Jesalin Thian Joyce Alison Nicole Ashley Chua

Andrea Tan

Holding space for the tough & taboo | B2B CMO, GTM Lead for FX & Payments | Love & Intimacy Coach | Designing roadmaps through ambiguity & change, where systems shift and relationships evolve | Money20/20 RiseUp 2025

In a world choosing convenience over craft, I want to build a body of work that celebrates craft.

This means a schedule that allows for deep work.

And a mindset that allows for discomfort.

These days, I've had the space and the mental bandwidth to look into how I want to build my body of work for the next decade (or more).

And I saw a few trends I have been gradually getting tired of.

❎ The rush for short term results, monthly KPIs, quarterly KPIs in businesses that are built for longer cycles like B2B.

❎ I saw revenue KPIs but none related to how teams work together, how teams thrived and enjoyed building something for their customer.

❎ I felt being punished for not sticking to clickbait marketing tactics, while wanting to build scaleable marketing foundations.

❎ Building teams, GTM strategies were reduced to "just create a design & post something", "buy more ads", "try a shocking campaign theme so people will notice" and "here are the increased targets, here is quarter of the last budget, make something work".

❎ Leaders using AI as an excuse for everything.

❎ I saw the rewards of personal ego, on what looks good, or what presents well to investors or social media for meteoric rises, and nothing about what that means for the people involved or the people those products and services were meant to serve.

And I saw how these companies struggled, left people as collateral damage, built toxicity and health issues and lost their purpose.

🌟 I don't think I'm naive. I believe there is value building for the long term, building value through developing craft, and putting humans front and centre from building a business.

💃 Because I've seen how teams thrive and turn "worst" OT and processing rates around, to leaving work on time.  I've seen the same teams then work on personal health, further education, family time because they could leave on time.

💃 I've seen how teams take clients across the finish line, after other consultants had failed, and how we almost failed (because it was a tough case).

💃 I've seen how people stood taller, had lesser health ailments, made creative initiatives (like where did these come from!), took more ownership knowing their talents were appreciated and they didn't need to fit the mould of "what a confident corporate executive" looked like.

I may be naive. But that's how I'm building my body of work.

📚📚 : Missed reading because it's been a WHOLE week of token fringe events. My introverted self is both physically and mentally exhausted. But these 2 books by Cal Newport are spot on. 
📚: Another book along the same themes that I read last year: Comfort Crisis.
#givemethattitle 
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Follow me here 🔔 Andrea T. as I write about building a body of work through ambiguity and change:
• As a fractional GTM lead / fractional B2B CMO
• Through speaking engagements and educaitonal workshops
• As a certified coach for love, intimacy, relationships

What if I told you that you aren't in the wrong space by finding yourself in the in-between?

Yes, it’s a transition, an in-between. But you’re not in the wrong place. 

The truth is, it’s not right or wrong. It just is. Some voluntarily, some found themselves shoved in here. Some stumbled upon by chance, and some put blindfolds on so they can pretend they have not left the shore.

I believe each of us area placed in different types of journey for different reasons.  There is the one who needed to pivot to a different field. There is another who needed to stop doing back stage work and step up front. There is another who needed to shift the focus from others to themselves, or another from themselves to another.  There is the one who had to unlearn all the previous rules.

📢 We can learn so much from each other.  So as a start, I'm co-hosting 𝘢 𝘯𝘦𝘵𝘸𝘰𝘳𝘬𝘪𝘯𝘨 𝘥𝘳𝘪𝘯𝘬𝘴 𝘴𝘦𝘴𝘴𝘪𝘰𝘯 for those in my (Rafflesian) alumni navigating career, life, all sorts of transitions on 𝟭𝟲 𝗢𝗰𝘁. Debbie Yong Raffles Institution Raffles Girls'​ School Rafflesian-Business-Network Old Rafflesians' Association 

🎟️ Sign up here 👉  https://luma.com/uozli6gy

📢 Looking for executive search firms, wellness spaces, coaches, counsellors etc (preferably with alumni links) to book a space and add to the experience of the networking space!  Please comment or PM me if you have any referrals.

I'm not sure if this will grow beyond this one event in the alumni space. (One step at a time la.)

✍️ Until then, regardless of whether you'd be coming for the event, I'd love to hear from you: If you aren't in the wrong space in this in-between, how would you navigate things differently?

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Follow me here 🔔 Andrea T. as I write about building a body of work through ambiguity and change:
• As a fractional GTM lead / fractional B2B CMO
• Through speaking engagements and educaitonal workshops
• As a certified coach for love, intimacy, relationships
  #zora30daychallenge

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