Staff Reporters
May 16, 2024

Asia-Pacific Power List 2024: Joanna Flint, Mandarin Oriental

A new-gen CMO, Flint is driving tactical changes at Mandarin Oriental while elevating the luxury brand through innovative campaigns and centralised branding efforts.

Asia-Pacific Power List 2024: Joanna Flint, Mandarin Oriental
SEE THE FULL 2024 POWER LIST
Asia-Pacific’s 50 most influential and purposeful marketers
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Joanna Flint 

Chief commercial officer
Mandarin Oriental Hotel Group

Singapore
Member since 2023

Joanna Flint belongs to a new generation of CMOs, dedicated to driving change and tasked with a broader mandate that extends beyond traditional marketing roles.

Flint’s career path is marked by achievements at companies such as Google, Ogilvy, Singapore Airlines, and British Airways before she took over her current role at Mandarin Oriental Hotel Group three years ago.

A board member of the group, Flint is responsible for Mandarin Oriental’s commercial function and growth agenda comprising sales, marketing, digital, brand, customer, ecommerce, CRM, revenue management, and distribution. She is also an executive lead for new ventures—Mandarin Oriental Exclusive Homes and ShopMO.

Over the last year, under her leadership, the brand has come up with some striking campaigns like ‘Exceptional Bay Symphony’ to mark the official reopening celebration of Royal Marina Bay Penthouse in Singapore. In collaboration with Forsman & Bodenfors, the campaign saw famed Singaporean conductor Jonathan Shin compose a piece of music against the city skyline, and the piece was later performed by a 20-person orchestra. Now, the piece is used as lobby music and in-room entertainment when guests walk in. 

The luxury hotel group was also in the news as it celebrated its 60th anniversary last year with an interactive AI-driven performance artwork at the Mandarin Oriental Hong Kong during a star-studded event.

Flint is also introducing strategic changes to the group branding. Under her guidance, the luxury hotel group has centralised its brand creative and media responsibilities with two Stagwell agencies. This move aims to provide customers with more consistent and coherent brand interactions, which can be scaled to its global 'fan' club.

A member of the Young Presidents Organization (YPO) and mentor of early-stage startups, Flint is known to speak at various events on topics such as business transformation and women in business. 

Flint has also been a vocal advocate for women in technology and the workplace. She has spoken at industry events and appeared on podcasts, spoken at Campaign's Women Leading Change conference, and served as a board member at organisations such as IAB, SG Tech, and the National University of Singapore.

SEE THE FULL 2024 POWER LIST
Asia-Pacific’s 50 most influential and purposeful marketers
#AuthenticLeaders

 

Source:
Campaign Asia

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