Grab’s founding CMO, Cheryl Goh, looks back on 13 years of building the brand, pushing past consensus, hiring people better than her, and why purpose still drives everything she does.
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cheryl goh
The Candid CMO: Why Cheryl Goh doesn’t play it safe at Grab
cannes lions 2025
cannneslions2025
cheryl goh
cmo conversations
grab
the candid cmo
Asia-Pacific Power List 2025: Cheryl Goh, Grab
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cheryl goh
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A founding force behind Grab’s rise, Goh now leads the super-app into its next chapter—blending cultural fluency, creative power, and a commitment to sustainability.
Asia-Pacific Power List 2021: Cheryl Goh, Grab
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cheryl goh
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Goh has pivoted a brand that depends on mobility to focus on emerging needs for healthcare workers and home delivery.
Asia-Pacific Power List 2020: Cheryl Goh, Grab
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cheryl goh
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After solidifying the Grab brand following the acquisition of Uber's Southeast Asian business, Goh's marketing and communication skills were put to the test by the COVID-19 pandemic.
Rebrands don’t have to be perfect to succeed
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cheryl goh
grab
marketing
rebrand
Grab's CMO Cheryl Goh told Campaign360 the brand's unicorn story.
GrabTaxi rebrands to Grab, makes brand loyalty a priority
cheryl goh
grab
marketing
rebranding
SINGAPORE – Ride-hailing platform GrabTaxi has rebranded to Grab, in line with its expanded product vision and mission.