Isabel Cheng

Isabel Cheng

Isabel Cheng

Chief Marketing Officer

Wildlife Reserves Singapore

Isabel Cheng is the Chief Marketing Officer with Wildlife Reserves Singapore (WRS) wholly owned by Mandai Park Holdings. WRS is the operator of Jurong Bird Park, River Safari, Night Safari and Singapore Zoo. Isabel is responsible for the strategic direction and implementation of marketing, branding, partnership and communication efforts to achieve WRS’s growth targets.

Her career has spanned from advertising, banking and fast food in Malaysia and Singapore and her last position was a 7 year stint as the Director of Marketing & PR at Philips Consumer Electronics, Asia Pacific Middle East & Africa.

Isabel joined WRS in 2004 and was part of the leadership team that effectively transitioned WRS to become commercially self-sustainable. She was also responsible for successfully steering the marketing team to break away from traditional zoo marketing and increased the ratio of tourist attendance from 20% to more than 40% today.

Isabel holds a Master of Business Administration degree from University of Adelaide.
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