Brand & Marketing Leader · Dubai & Singapore
Brand & Marketing Leader · Creative Strategy · Governance & Narrative Systems
An integrated brand, marketing, and communications leader who understands every ingredient in the mix, and how to combine them to drive commercial outcomes. Global by experience, not just by passport.
Years experience
Regions led
Markets covered
About
An integrated brand, marketing, and communications leader who understands every ingredient in the mix, and how to combine them to drive commercial outcomes. Global by experience, not just by passport.
Two decades building, governing, and transforming brands across international markets — from defining brand architecture and narrative frameworks to leading integrated campaigns and high-performing teams.
I've built brand functions from the ground up at beOnd, led global marketing at Qatar Airways, and shaped communications across aviation products at IATA for 9 years. Known for combining strategic clarity with hands-on creative direction, ensuring brand thinking drives consistency, differentiation, and commercial impact.
I stay at the forefront of how AI is reshaping brand and marketing, from governing how AI tools are used within brand guardrails to working with agency partners on performance automation to drive efficiency and commercial outcomes.
English (Native) · Mandarin (Proficient)
What I do best
Positioning, naming, narrative, identity, tone of voice. Built the entire brand system for beOnd from concept to market.
Governance frameworks, approval processes, brand guidelines and audit structures that hold consistency at scale across markets and agencies.
End-to-end campaigns across paid, owned, and earned channels, from creative briefing through delivery and ROI reporting.
Developing brand narrative frameworks and tone-of-voice systems, then embedding them across the full guest journey — digital platforms, physical touchpoints, and partner environments — so consistency drives loyalty and commercial outcomes.
Applying AI-powered competitive intelligence across the full brand and campaign workflow — from auditing competitor creative and mapping audience white space, to directing agency partners on concept generation and pre-spend creative validation — within a brand governance framework.
Corporate narratives, sustainability messaging, and executive positioning that align stakeholders and reinforce brand reputation.
Portfolio
A selection of real work demonstrating how strategy, creative direction, and partnership thinking build brand equity and commercial value.
beOnd × Media Consultancy Partner × Riyadh to Maldives
A high-impact collaboration managed through our media consultancy partner, flying Georgina Rodriguez from Riyadh to the Maldives aboard beOnd. With a potential reach of over 60 million viewers across social and editorial channels, the partnership delivered extraordinary results with zero paid amplification — including a 13x spike in daily website traffic and coverage across global, regional, and local media.
Featured on Netflix "I Am Gio" series · 3 editorial features across global, regional & local media
beOnd × The Giving Movement × Resort Partner
A co-branded lifestyle campaign uniting beOnd's premium leisure proposition with The Giving Movement's Island Ease collection. The partnership aligned beOnd's narrative of slow, intentional travel with a fashion partner whose values and audience were a natural fit, extending brand reach into lifestyle and fashion segments.
Watch on YouTube ↗
beOnd × Chef Tim Raue × Brasserie Colette, Munich
An intimate brand activation bringing the Maldives to Munich. beOnd partnered with Michelin-starred Chef Tim Raue to curate an exclusive dinner for 58 guests at Brasserie Colette, showcasing a specially curated menu inspired by the Maldives. The evening brought together travel agents, media, and Tim Raue's own clientele, tapping directly into a premium lifestyle audience with a natural affinity for luxury travel.
The activation reinforced beOnd's brand philosophy that the journey is a five-sense experience, extending the brand beyond the aircraft and into the world of fine dining and premium lifestyle.
beOnd × flybeond.com × GCC & Europe
Rather than following the regional convention of Black Friday or White Friday, I proposed Golden Friday as an ownable annual campaign platform for beOnd — a name that reflects the brand's premium positioning and the golden standard of leisure travel. The campaign ran across owned and earned channels with a 25% discount offer and a Golden Ticket mechanic rewarding every 50th booking with complimentary return flights anywhere in the network.
Originally planned for 21–30 November, strong demand led to an extension through 15 December. Golden Friday has since become a recurring annual campaign for beOnd.
Co-created content, packages, and storytelling positioning beOnd as the gateway to an elevated island experience.
beOnd · Hospitality Partner
Go-to-market brand launch across two regions, introducing a new-to-market premium airline with positioning, narrative, and integrated rollout.
beOnd · Multi-market
Translated complex environmental commitments into a credible, audience-relevant brand narrative for executive and stakeholder audiences.
Qatar Airways · Corporate Affairs
Work history
2025 — Present
beOnd
Premium Leisure Airline
Senior brand authority reporting to CEO. Leading the global Brand Office — owning governance, narrative systems, creative toolkits, and brand roadmap across all markets. Final approver on all communications, partnerships, and creative outputs. Built and scaled the Brand Office from scratch.
2022 — 2025
beOnd
Premium Leisure Airline
Built the marketing function from zero across Europe and GCC. Defined brand identity from concept stage, delivered integrated 360 launch campaigns, managed agencies, and tracked performance against commercial targets.
2020 — 2022
Qatar Airways
Dual senior roles at one of the world's most recognised airlines. Led global campaigns, developed corporate and sustainability narratives, and managed cross-regional brand alignment across a complex matrix organisation.
2011 — 2019
IATA
Nine years delivering global B2B marketing and communications for aviation products across multiple markets and languages, translating complex offerings into clear, commercially effective messaging frameworks.
Earlier roles
APAC Regional &
Programme Marketing
Built a strong APAC marketing foundation across aviation data, enterprise technology, and account management — including direct experience in Singapore, SEA, India, and Pakistan market dynamics.
Capabilities & background
Adobe Creative Suite · Canva · Salesforce · Pardot · Marketo · Emplifi · Sitecore · CRM Platforms · Social Media Tools · Analytics Platforms · Microsoft Office · ChatGPT · Claude · Manus
2021 – 2022
University of Geneva | Doha
2003 – 2005
University of Massachusetts, Amherst, USA
2000 – 2003
Temasek Polytechnic, Singapore
AI & modern marketing
AI is reshaping how brands create, distribute, and govern their communications. My approach leads organisations into this shift with clarity and confidence, championing exploration within creative teams while ensuring the guardrails that protect brand integrity remain firmly in place.
Senior brand leaders who understand AI as a strategic and governance challenge are among the most sought-after profiles today. The role isn't to resist automation. It's to direct it.
Decoding what competitors are running across paid and organic channels, identifying the audience white space your brand can credibly own, and turning those insights into briefs that campaigns are built around.
Directing agency partners to use AI tools for audience persona mapping, concept generation, and pre-spend ad scoring — ensuring every brief is anchored in data and every output is validated before media investment.
Building frameworks that define how AI outputs are reviewed, validated, and approved within brand standards — so automation accelerates without undermining brand equity, tone of voice, or narrative consistency.
Get in touch
Available for senior brand director, head of brand, CMO, or marketing and communications leadership roles. Twenty years of international experience across aviation and global markets, with a track record of building brand and marketing functions that deliver clarity, consistency, and commercial impact.
Phone
+971 54 305 1552
tiffykoh@yahoo.com
linkedin.com/in/tiffanykoh
Location
Dubai, UAE (Golden Visa) · Singapore (Citizen)
Currently open to senior brand, marketing, and communications leadership opportunities, particularly in aviation, hospitality, tourism, or global premium luxury brands. Open to Dubai-based, regional, or international roles. As a Singapore citizen, also available for APAC-based roles, regional leadership, or hybrid arrangements.