Asia-Pacific Power List 2025: Jaslin Goh, Octopus

Jaslin Goh

Chief marketing officer
Octopus
Hong Kong
New member

Jaslin Goh is a marketer who has made an indelible mark at every stage of her career. At HSBC’s digital wallet PayMe, she led marketing, design, and customer experience, sharpening the app’s entry and positioning in Hong Kong’s busy mobile payments platforms. She then stepped into the APAC CMO role at Foodpanda, where she oversaw marketing across 11 markets, balancing regional consistency with local relevance to drive growth at scale.

Since joining Octopus in December 2024, Goh has hit the ground running. She launched the Octopus–China T-Union Card in partnership with DDB and OMD, simplifying transport payments in 336 cities across mainland China, with Japan expansion plans already in motion. In March, she brokered a strategic partnership with Chinese fintech PingPong to enhance cross-border payment solutions for businesses entering the Hong Kong market.

Now, as CMO at Octopus, she is already leading the brand through significant milestones. Having only stepped into her new role in December 2024, Goh has begun evolving the brand’s offerings, starting with Octopus—China T-Union Card, in partnership with creative and media agencies DDB and OMD. The product has simplified public transport payments across 336 cities in mainland China, with plans to expand operations in Japan later this year. In March, Goh led the strategic partnership between Octopus and Chinese fintech company PingPong to offer more efficient and secure online cross-border payment solutions for businesses entering the Hong Kong market. 

With Octopus having achieved 99% penetration and widespread usage among merchants and consumers in Hong Kong, Goh looks ahead to penetrating the overseas payment market via Octopus’ e-wallet and ecommerce avenues to ensure that the brand expands its offline success into the digital realm.

Widely regarded as one of Hong Kong’s most connected female marketers, Goh is a familiar face on the industry circuit—often spotted at high-profile events and regularly serving as a judge at the Effies. But her influence goes beyond the boardroom; she’s also passionate about shaping the next generation of talent, lending her time and insights as a part-time lecturer at the University of Hong Kong.