Shufen Goh

Shufen Goh

Owner at R3
New York, Singapur


Shu Fen cut her teeth on advertising working with top FMCG clients at Ogilvy before cofounding R3 in 2002. With twenty years of sales, marketing, and agency experience built up across blue chip brands like Coca-Cola, Unilever, and BMW, Shu Fen’s entrepreneurial spirit landed her in start-up M&C Saatchi as New Business Director where she was a driving force behind high profile wins like Coca-Cola and SingTel. At R3, she has led major global assignments for Singapore Airlines, Fonterra, and Visa. Beyond R3, she champions marketing innovation, effectiveness, and exchange in her role as Chairperson for the regional APPIES as well as vice president of the Institute of Advertising Singapore. 


Shufen Goh is the Co-founder and Principal of R3 - a global marketing consultancy working with twelve of the top twenty global marketers, with offices in Asia, North America and Europe. She has over two decades of experience helping brands increase the effectiveness and efficiency of their marketing through the optimization of agency partnerships and measurement. Companies she has worked with include Coca-Cola, Johnson & Johnson, Unilever and Mastercard. As part of her commitment to grow the positive impact of marketing in Asia Pacific, Shufen serves as the President of the Institute of Advertising Singapore, is marketing advisor to the National Gallery of Singapore and European startups venturing into South East Asia. She is the co-author of three books on marketing leadership and digital transformation. 

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