Elaine Chum

Elaine is the Area Head of Digital & Omnichannel for British American Tobacco. She has an overall responsibility for spearheading Digital, Omnichannel and Transformation strategy creation and delivery, with priority focus of driving business growth through transformation for new categories.

Prior to BAT, Elaine was with Philips for 14 years in various Digital & eCommerce roles in Netherlands, China, South Korea, and APAC, managing the Consumer, Healthcare and Sleep & Respiratory business. She also spent 4.5 years in the agency side with Carlson Marketing Worldwide Singapore, managing clients with digital portfolio, such as ExxonMobil, SK-II and Guinness for Southeast Asia.

In her role for Philips and BAT, she led several business and digital transformation initiatives including transforming Digital Commerce capabilities in the organization, designing, and deploying Subscription Commerce business models, and the setup of The Philips PULSE – an end-to-end digital and performance management ecosystem to drive DROI across digital activation in the region. Her work has won internal and external awards in the region, such as at 2015’s Campaign Asia, 2016 Singapore Creative Circle Awards, 2016 and 2017 Singapore Advertising Hall of Fame Awards, and Festival of Media APAC Awards.