Santharuban T. Sundaram

Senior Vice President Marketing & Alternate Business
Etika Holdings

Santharuban is an award-winning marketer and a visionary business leader. Renowned for forging partnerships with customers while growing profitability for the organization – equipped with great humour and persuasiveness. Expert at working with trade, research & development, quality, sales & marketing team to build breakthrough brands.

Santharuban or Ruban has been in marketing for about 16 years. He is now Vice President – Marketing, Etika Holdings (formerly Permanis) overseeing Malaysia and Singapore market, helming brand marketing, events and sponsorship, public relations as well as new product development for brands like WONDA, Calpis, Goodday, Mountain Dew, Revive, Tropicana and Pepsi. Ruban has served Etika for 7 years and was previously with ntv7, NSTP, WOW FM and Celcom Axiata.

Living by the mantra of “Go Big or Go Home” is how Ruban approaches marketing. His impact driven marketing strategies have worked time and time again winning more than 150 accolades in the last 4 years. He strives to ensure that every campaign is innovative and ground-breaking through every single consumer touchpoint. Backed by his acute business insight and enterprising spirit, Ruban is fearless in taking on market leaders.

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