Asia-Pacific Power List 2020: Jan-Paul Jeffrey, Spotify

Jan-Paul Jeffrey

Head of marketing, SEA 
Spotify
Singapore

Representing the world’s most popular music streaming service, Jan-Paul Jeffrey leads marketing functions across eight rapidly growing Asian markets. While the brand is relatively new to this region, it’s been making waves with its data-driven storytelling campaigns on social media like its ‘Wrapped’ campaign last December, which brought out local listener insights from a variety of genres and generations in Indonesia, Thailand and Philippines. Jeffrey also oversaw the ‘Spotify on Stage’ concert series in Indonesia and Thailand, which engaged concert goers with playlists, quizzes, custom emojis and performer Q&As, winning ‘Best Digital to Physical Activation’ in Twitter’s Top 6 APAC campaigns of 2019.

Jeffrey says his marketing aim is to put consumer insights at the core of his efforts, which include leveraging big data, personalisation and customer relationship management. He’s also happy to employ growth hacking and marketing automation to optimise his marketing spend for such a rapidly growing business.

Jeffrey joined Spotify in 2018 from Qantas-owned low-cost airline Jetstar, known for its inventive promotions, where he had served as head of marketing and PR for Southeast Asia. Previous to this he spent 16 years in the luxury fashion and beauty categories from startups to MNCs. After holding various sales and marketing product roles in the UK and Germany, Jeffrey relocated to Singapore in 2010 with Procter & Gamble, where he worked across regional and local roles in China and Australia. In 2013, he joined L’Oreal, leading several professional product brands in APAC before moving over to ‘accessible luxury’ provider Reebonz as its global CMO.