Shufen Goh

Principal and Co-founder in Singapore

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Shufen Goh is the co-founder and Principal of R3 - a global marketing consultancy working with 8 of the top 20 global marketers, with offices in Asia, North and South America, and Europe. With over two decades of experience in the creative industry and with corporate brands, she is a pioneer in advancing the practice of marketing effectiveness through the optimization of agency partnerships and measurement, working with companies such as Coca-Cola, Johnson & Johnson, Unilever, Visa and MasterCard.

Ms. Goh also serves on several boards, including leading as President of the IAS for the last 6 years, where she has been refocusing industry efforts to attract and develop talent by galvanizing industry promotion effort across advertisers, agencies and platform owners.

Taking the path less expected, Shu Fen gave up biology for the world of advertising. She had over a decade of advertising and marketing at Ogilvy and M&C Saatchi, and left when M&C Saatchi was AdAge Global Agency of the year, to found R3 in 2002.