Posted on by Nathalie Tay
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Exclusive Interview with Elaine J. Chew: “Innovation doesn’t knock politely”
24 Apr
Elaine J. Chew is a self-proclaimed “Solutionist”. She may not have all the answers, but she will find options and solutions to most problems. Renowned for her innovative answers to complex challenges, she carved a formidable path across fiercely competitive industries, from aviation to luxury property development.
Most recently, she brought her entrepreneurial vision to KSK Group, where she led the “8 Conlay Healing Campaign” aiming to rebuild trust and restore confidence in the brand among regional stakeholders after the COVID-19 pandemic brought the global property market to a standstill.
Now, as Chief Marketing Officer of Lemmy, an AI-powered property rental platform, Elaine is charting her next chapter, ready to once again reimagine what’s possible.
In this exclusive interview with MARKETING Magazine, Elaine J. Chew shares her journey, her marketing philosophy, and why she believes the best solutions are the ones you create yourself.
Your entrepreneurial journey has taken you from corporate relations to co-founding R Box Asia. How did your early experiences shape your approach to business and marketing today?
Let’s just say I’ve worn more hats than a Netflix period drama cast. From crafting big-picture strategies to rolling up my sleeves and sorting out the nitty-gritty, my corporate days taught me that everything in business is beautifully entangled. The secret sauce? Insights. Knowing your customer is great — but confirming it with data? That’s the mic drop moment. And yes, I still believe in hitting the ground — sometimes quite literally — to understand the hustle firsthand.
As a reputed “Solutionist”, what was the biggest challenge you’ve faced in your career and how did you approach finding innovative solutions?
Imagine being thrown into a jungle with no map, no compass, and no WiFi. That’s what venturing into unknown territory felt like. But instead of panicking, I brought along my best asset: curiosity (and maybe a metaphorical machete). Being a Solutionist isn’t about knowing everything — it’s about loving the puzzle and trying every wild, weird, and wonderful idea to crack it.
The “8 Conlay Healing Campaign” set new benchmarks in the luxury property sector. What was the most valuable lesson you learned from running such a high-impact campaign?
If campaigns were people, this one had the emotional range of a Hollywood Oscar nominee. The key takeaway? Know your audience like your favourite Spotify playlist — deeply and with no skips. Stay sensitive to what’s happening globally, lean into the data like it’s your favourite gossip column, and most importantly, leave your ego (and emotions) at the door when a crisis hits. Objectivity is underrated — but essential.
As you launch the next phase of your career at Lemmy, how do you see AI reshaping the future of marketing in the real estate sector?
AI is basically the colleague who never sleeps, never complains, and might just outshine us all (in the best way). It’s not here to replace marketers, but to upgrade us — turning hours of brainstorming into minutes and turning gut feels into data-backed brilliance. At Lemmy, we’re not fighting the robots — we’re teaming up with them.
You’ve been a transformative leader throughout your career. What advice would you give to aspiring marketing leaders looking to drive innovation in their organizations?
Here’s the deal: innovation doesn’t knock politely — you have to invite it in, even if it’s wearing Crocs and carrying chaos. Be brave enough to ask bold questions, champion mistakes (yes, really), and treat every weird idea like it might just be the next big thing. Also, if you’re not stalking your data like an ex on Instagram… you’re doing it wrong.
What’s one lesson you’ve learned in your career that you think every aspiring marketing leader should know?
Never, ever assume. Life (and marketing) loves throwing curveballs — and trust me, they don’t come with warning labels. Stay flexible, keep backup plans in your back pocket, and for the love of caffeine, celebrate those small wins. They’re the breadcrumbs that lead to the big ones.
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he APPIES is an annual event that presents a rare opportunity for creative, media, digital and marketing agencies or brands to present their best campaigns to the industry.
This is the only event where Live Presentations meets Live Judging.
Similar to TED Talks, The APPIES is the chance for great presenters with outstanding work to show it off to some of the industry’s most important industry leaders.
This year’s winners will receive Gold, Silver or Bronze trophies for 21 categories, and 6 special Best of Best categories (red trophies) that require no submissions!
Campaign entries must have run between June 2024 to May 2025
