Regional Marketing Director at Merlin Entertainments
As Regional Marketing Director of Midway Asia at Merlin Entertainments, Susan is responsible for the marketing and sales of Merlin Midway Attractions in Asia, as well as championing innovation and shaping the overall business strategy.
Spanning more than 20 years of experience in the tourism industry across Asia and with a deep focus on the consumer, Susan has amassed a wide range of experiences across multiple functions from strategic planning/branding, marketing and communications, channel distribution, business and market development to investment promotion, new concept ideation and innovation, real estate leasing and facility management.
Prior to joining Merlin, Susan was the Divisional Director Island Investment & Branding for Sentosa Development Corporation where she was responsible for the pipeline of unique and best-in-class leisure and lifestyle concepts and offerings in Sentosa, notable ones secured and completed included KidZania, AJ Hackett Bungy, Madame Tussauds Singapore and several other unique dining concepts. She also spearheaded the rebranding of Sentosa as the State of Fun and ensured that all these initiatives are well-aligned with Sentosa’s Master Plan. In her earlier role with Sentosa Leisure Group, she was the Divisional Director for Commercial and led various teams to grow Sentosa island arrivals and leisure revenues. Susan was also involved in facilitating the development of Resorts World Sentosa (including, Universal Studios Singapore) both as a member of the initial evaluation team and also as a key member of the subsequent planning and implementation committees.
Her career in the travel and tourism industry began with the Singapore Tourism Board as a MICE business development officer. She spent her early years working closely with medical doctors and professionals from many fields bidding for large scale conferences and exhibitions to be hosted in Singapore.
Susan graduated from the National University of Singapore where she received a Honours Degree in Social Sciences followed by a Master Degree in Applied Economics and an Executive Masters in Business Administration (Asia Pacific).