Elaine Chum

Elaine is the Head of Digital & Social Media Marketing British American Tobacco North Asia.

Heading up the Digital & Social Media Marketing team, she has an overall responsibility for strategy creation and delivery. Her key focus is to drive business growth through transformation within the region. Additionally, Elaine is also seen as brand custodian of the digital spaces, thought leader and change driver of the digital domain within BAT country organization.
Her expanded responsibility includes coaching colleagues and reverse mentoring leadership team in areas of Digital, Social & Commerce.

Her work has enabled market teams and the country management team around the region to better understand the digital evolution and its impact on the business models.

With a background in Business, Marketing Communications, and Business IT Management, and, deep experiences in Global and Country organizations, Elaine is able to assess a situation from many perspectives to develop a holistic way forward. Adapting her strategy, plans, program management skill and communication styles to different stakeholders, i.e., from senior management to IT and agency teams.

Having lived and worked in Australia, China, Singapore, Netherlands, Korea, and Japan, Elaine brings about her experiences and insights from the East and West, bringing in an international and culture perspective in any situation.