R3 builds digital & media expertise in APAC with new hires

Independent global marketing consultancy R3 has hired senior media and advertising leader Penelope Siraj as their Principal Consultant to lead the company’s Media practice across Asia Pacific. Penelope will join R3’s growing team of digital and media consultants in Singapore, which has doubled in size over the past twelve months. Recent hires include Jovyne Chua (previous at Essence) and Wong Jing Ying (previously at Digitas APAC and IPG Mediabrands).

“Our clients’ digital and media needs demand that our consultants understand the full spectrum of effect and impact in these domains,” said Shufen Goh, Co-founder and Principal, R3. “Having a team that has worked alongside global blue-chip MNC clients and within agency ecosystems means we can approach client briefs objectively and negotiate the best solutions for marketers with agency partners.”

In her new role, Penelope will be applying 19 years of extensive knowledge of media buying, planning, research, and digital to drive best practices for clients as they deal with marketplace trends across the media and marketing landscape. She was most recently at PHD, delivering growth, client satisfaction, and globally awarded campaigns for brands across technology, automotive, insurance, travel, B2B and FMCG.

“Penelope has a stellar track record of performance and has a knack for finding ways to use data to unlock opportunities for businesses,” said Shufen. “She’s going to be a real asset as R3 builds capability in MarTech, performance marketing, data analytics and e-commerce.”

“Throughout my career, I’ve been focused on delivering effective work that builds trust in the power of media and showing the value that marketing can deliver on business outcomes,” said Penelope, “In this shift to consulting, I’m looking forward to taking on a highly strategic role and helping clients navigate the fast-evolving media landscape and respond to marketing challenges with agility.”