Kelly Tan

Kelly Tan

Kelly Tan

Head, Segment Marketing & Engagement

The Esplanade Co

As Head, Segment Marketing and Engagement at Esplanade - Theatres on the Bay, Kelly has led projects in various marketing capacity and successfully marketed various festivals and programmes, helping to cultivate audiences for Esplanade and for the arts in Singapore.

Her 15 years at Singapore’s national performing arts centre have dovetailed with it growing into one of the busiest arts centres in the world, with more than 37,000 performances drawing an audience of 26 million patrons since its opening in 2002. She has also been involved in the centre’s digital initiatives and facilitated its marketing capabilities development. In her current role, her key focus is on strategies to drive customer engagement and strengthen brand affinity through purpose-driven marketing and leveraging data to enrich and create meaningful interactions.
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