Apparel retailer UNIQLO has named Paulene Ong as its new Marketing Director for Singapore. In her new role at UNIQLO Singapore, Ong is set to play a crucial part in shaping the brand’s planned direction across various channels.
Her responsibilities will encompass overseeing the full range of product marketing, digital innovation, public relations, in-store communications, and creative development. She will be dedicated to driving category growth through a combination of branding strategies and digital transformation initiatives. Apart from this, Ong will also lead an ambitious effort to enhance and deepen the impact of UNIQLO’s LifeWear philosophy, aiming to solidify the brand’s position as a fashion leader and the preferred choice for Singaporeans across diverse occasions and lifestyles.
With over 15 years of experience in global marketing within the fast-moving consumer goods and prestige beauty sectors, Ong brings a wealth of expertise from both local and international roles. Before joining UNIQLO, she was a senior brand manager for hair innovation and business performance at Unilever in Japan. Her previous roles include serving as Shiseido’s senior global marketing manager in Japan, global brand manager for a travel retail brand in Singapore, and brand manager for breakfast cereals and assistant business development manager at Nestlé.
Ong’s appointment follows UNIQLO’s recent partnership with the Singapore Paralympics Team as the official clothing partner for Team Singapore’s para-athletes competing in the Paris 2024 Paralympic Games. As part of this collaboration, UNIQLO offered LifeWear apparel to Singaporean delegations and officials, including outfits for the opening and closing ceremonies, the athlete village, and travel during the Games. The specially selected LifeWear apparel emphasises functionality and comfort while showcasing modern, sophisticated designs that represent Singapore and complement the cityscape of Paris.
Furthermore, a special in-store display celebrating Team Singapore’s para-athletes is available at the Orchard Central global flagship store until September 10, 2024.
