R3 APAC Team Members

Shufen Goh is the Co-founder and Principal at R3, based in our Singapore office. She is a pioneer in advancing the practice of marketing effectiveness through optimization of agency partnerships and measurement, and has worked with multinational brands like Coca-Cola, Johnson & Johnson, Unilever, and Mastercard. Prior to establishing R3, Shufen started her career in marketing at some of Asia Pacific’s leading creative agencies, where she worked on a number of iconic campaigns. She holds a degree in biology and is an active and vocal supporter on issues of gender equality and sustainability.

As is a strong believer in creating change through governance, Shufen is a Director and Advisor on several boards, including the Singapore National Gallery, Design Masterplan Committee, and the Singapore Turf Club. She has served multiple tenures as the President of the Association of Advertising & Marketing Singapore (AAMS) and is a business mentor to start ups.