We are thrilled to welcome Janice Tan-David to the Acceleration Partners team! In her new role as APAC Managing Director, Janice will head Acceleration Partners’ operations in the Asia-Pacific (APAC) region, based out of Singapore.
Prior to joining AP, Janice was a Global Head of Aviator Worldwide (a WPP Company) where she was responsible for the global leadership, profitability and product of the traveler business within WPP.
She is a proven global marketing leader with extensive experience developing and implementing marketing solutions, products, services and go-to-market strategies and has a wealth of knowledge about the digital landscape and brands across Asia and Australia.
To introduce Janice, we had her answer some personal and professional questions about herself:
WHAT ATTRACTED YOU TO THE WORLD OF MARKETING?
I actually started my career as a hotelier. One day in passing, a guest at the hotel said that I seemed like the sort that would do well in marketing. So, when I was looking for a change, I decided to give a go! I had always been intrigued by the world of advertising, even more so than marketing. When I was in my early teens, I came across the Coca Cola hilltop ad that read, “I’d like to buy the world a Coke.” I thought it was the most brilliant ad I had ever seen and I’ve been in the advertising/marketing world ever since!
WHAT EXCITES YOU MOST ABOUT WHERE THE PAY-FOR-PERFORMANCE MODEL IS HEADED?
Over the years there has been much conversation and industry buzz around tracking, measurement, transparency and true accountability. This has resulted in greater scrutiny and mistrust within the industry as a whole, paving the path for consultants and auditors to swoop in and gain traction. With the growth trajectory of true Pay-for-Performance models, there can now be a clear and equitable relationship between agencies, platforms, networks and brands; where one is remunerated based purely on pre-set quantifiable success metrics.
WHAT ARE A FEW WAYS MARKETING IN APAC DIFFERS FROM THAT IN THE US?
The key difference I would say is market fragmentation, with each of the key countries within APAC being very uniquely nuanced in their own right; a one-size fits all strategic approach will not necessarily work.
Another differentiator as APAC heads into embracing devices is the growth of mobile commerce and the need in many instances for a mobile-first strategy. APAC has the highest percentage of internet users that have purchased a product online (past month) compared to any other region in the world; in 2017, this stood at a factor of 1.75x to that of the US.
WHAT ARE YOUR INTERESTS/PASSIONS OUTSIDE OF WORK?
I love animals. I have two extremely spoiled dogs that went from skittish rescues to absolute divas. I spend quite a bit of my weekend downtime volunteering at animal shelters and helping to educate families and young kids on what it means to have a pet for life and the merits of adoption/rescue over purchase.
Travel is also a huge passion of mine. I enjoy soaking up different atmospheres, meeting people from all different walks of life, learning about other cultures, immersing myself in their world and exploring the roads less travelled.
FAVORITE PLACE THAT YOU’VE TRAVEL TO?
My favorite place has to be Turkey. The people are wonderfully friendly, it’s so picturesque, the skies are a beautiful blue, the Mediterranean weather is unparalleled and it is steeped in history. There is a uniquely Turkish saying: “keyifly.” In English it means pleasure, but in context, it really means “to chill and watch the world go by.”
IF THERE WERE 25 HOURS IN A DAY, HOW WOULD YOU SPEND THAT EXTRA HOUR?
I would love to start writing a series of short travel stories.
Janice, Welcome! We are so excited that you are joining Acceleration Partners and helping us strategically support the performance marketing needs of our clients in the APAC region!