Goh replaces Madeline O’Connor, who departed the bank in August 2013 for Australian financial service company Cuscal.
Goh, who took up the role on 10 February, will manage all existing and new marketing and segment initiatives for the bank’s consumer business, according to a company spokesperson. These include developing brand equity, strategy and consumer insights as well as defining customer and account profitability. He’ll also head marketing and competitive analysis, drive advertising and enable channels to meet current and future marketing requirements.
While Goh has no banking industry experience, OCBC Bank is keen to capitalise on his background as an FMCG marketer. He previously worked for Procter & Gamble, British American Tobacco and Imperial Tobacco International Far East. These roles covered local and regional responsibilities and his new employer says it is particularly interested in his role in the rejuvenation of Imperial Tobacco’s premium brand, Davidoff.
At Akzo Nobel, Goh was general manager and managing director of the company’s Singapore operations for five years before leading global innovations for three years.
McCann Singapore is the firm’s creative agency.