Chayenne Tan Joins MRTC to Drive Non-Fare Revenue Growth

Mass Rapid Transit Corporation (MRTC) has tapped prolific award-winning marketer Chayenne Tan as its new General Manager of Product Development and Digital Marketing.

Chayenne, the Marketing Magazine’s winner of the Gold Award for ‘Best Marketer in Influencer Marketing‘ at the Malaysian CMO Awards 2021, previously won the Gold award for ‘Best Marketer in Data & Tech Marketing’.

The two-time CMO award winner will spearhead innovative strategies to unlock new streams of non-fare revenue from MRTC’s extensive transit assets.

In the new role, her key focus areas will include maximising returns from retail leasing, transit advertising, station branding, and the activation of unique event spaces.

Chayenne will also prioritise placemaking initiatives and forging strategic partnerships, while leading market research and implementing cutting-edge digital innovations.

“I am excited for this transition and privilege to be part of the MRT team to deliver on its mission of catalysing sustainability of cities and mobility of people,” Chayenne wrote in her LinkedIn post.

“This brings me back full circle to the time when I was with Siemens, which is also in the business of building sustainable cities. Incidentally, Siemens was the train maker for the maiden MRT rollout,“ she wrote.

A Self-Described “Hybrid Marketer”

She describes herself as a “hybrid growth and performance driven marketer” with a unique ability to connect data insights, technology, design, and compelling content.

Her multidisciplinary approach is backed by over 15 years of experience driving measurable marketing success across industries.

Most recently, she served as the Head of Consumer, Private and Business Banking Marketing for Standard Chartered Bank.

Prior to that, she was a catalyst for performance and growth marketing at CIMB Bank Malaysia, one of Southeast Asia’s largest banking groups.

During her tenure at CIMB from 2016 to 2021, Chayenne advanced rapidly through roles of increasing responsibility including VP of Consumer Marketing, Director of Consumer Marketing, and ultimately Director of Performance Marketing.

An Accomplished Strategic Marketer

Before joining CIMB, Tan spent several years as Head of Strategic Planning and Integrated Marketing at ROOTS Asia Pacific, managing marketing for major brands l like Nestlé, Adidas, Tefal, Goodyear, Unilever, Standard Chartered Bank and HTC.

Her earlier career included leadership roles at Deloitte, where she spearheaded marketing and communications for clients and markets, as well as Hong Leong Bank, where she led internal and external communications through the merger and integration with EON Bank Group.

Chayenne is also a Digital Guru Ambassador alumni of Google Malaysia and besides being awarded for being the Best Marketer in Data & Technology, Best Marketer in Influencer Marketing as well as for Best Use of Public Relations, she has also won 3 Golds and 1 Silver for Marketing Excellence at the Dragons of Malaysia & Asia Awards.

With her wealth of multidisciplinary marketing expertise, Chayenne Tan is well-equipped to drive MRTC’s non-fare revenue growth through innovative product development, strategic partnerships, and cutting-edge digital initiatives.