ASIA-PACIFIC – SINGAPORE, MAY 2011 – Sarah Reiter has been appointed as FutureBrand CEO for Southeast Asia, assuming responsibility for the Singapore office as well as newly established operations in Vietnam and Indonesia, and the broader Southeast Asia corridor including also Malaysia, Philippines and Thailand.
FutureBrand, Global CEO, Patrick Smith explained, “Sarah Reiter joined FutureBrand in July 2010 as Executive Director and I am delighted to announce her promotion to the newly created role CEO of South East Asia and as a member of the global management team. Sarah will also assume the responsibilities of Regional Growth Officer, Tim Riches, who will leave FutureBrand to return to Australia after 12 successful years.”
He continues “We have structured this new role and focus in line with our plan to offer the most progressive – and regionally relevant service offering – in the brand consulting space, recognizing the unique markets which form the southeast Asia corridor including Singapore, Malaysia, Philippines, Indonesia, Vietnam and Thailand."
Reiter has previously worked in-house and held several executive agency roles, developing and managing some of Asia Pacific’s largest brands including Unilever’s Buavita, Ponds, Dove, and Molto (Comfort), Nestle’s Milo, Dancow (Nido) and Actigo, as well as CIMB, Coke, Sprite, Fanta, the Commonwealth Government’s Superannuation Fund, Brand Victoria, Symbion, NRMA, IAG, Woolworth’s, VB, Kraft and BenQ. Sarah’s experience spans Australia, Indonesia, Vietnam, Thailand and Malaysia and has a specific understanding of emerging markets and Sharia and Muslim consumers.
Speaking about her appointment Reiter explained “Fundamentally FutureBrand Singapore has transformed from a local hub and spoke business model with a solid, but modest local client list into a much broader Southeast Asia operation with significant revenue streams from not only Singapore but the region. Within 12 months we have doubled the business and have similarly ambitious plans in place for 2012 and beyond.”
She continues “Tactically we have opened operations in Indonesia and Vietnam to capitalize on significant client wins, offering rich project opportunities – further fuelling our creative engine and energy.”
Reiter explains “The South East Asian corridor and territories of Greater China offer not only markets of significance, but also exports of distinction. We are applying world-class thinking to challenges and assisting organizations to prepare their brands for successful market entry, ensuring cross market relevance and regional expansion.”
“Capability, perspective and the FutureBrand network have helped many brand leaders enter the world stage successfully, we are proud to ensure commercially competitive localization efforts and championing the needs of Asian consumers and the relevance of this market,” concluded Reiter.
Sarah has a Bachelor of Arts (Comms), Masters of Arts (Political and International Affairs), was a Women Chief of Enterprise Entrepreneur of the Year Finalist, and was the youngest women appointed to Australia’s Women of Note.
