Navigating APAC: Monetising fan engagement in the digital era
14-Sep-2022
11:25 -
11:55
Talking points from this panel include:
What are the current best practices for creation, distribution, and monetisation?
What factors should be considered when choosing monetisation models?
How does your relationship and consumption strategy differ from the APAC to the western market?
Speakers
Erica Kerner,
Managing Director, Global Head of Sponsorship & Events -
Standard Chartered
Erica Kerner
Managing Director, Global Head of Sponsorship & Events,
Standard Chartered
Erica Kerner is the MD, Global Head of Sponsorship & Events for Standard Chartered Bank where she overseas all of the institutions partnerships including the Liverpool Football Club. Most recently she was the Chief Marketing & Communications Officer of SailGP, the world’s most exciting race on water. It is one of the world’s fastest growing sports, and most exciting, sports media properties.
She was previously SVP, Head of Marketing Strategy & Partnerships at Group ONE (ONE Championship and ONE Esports) – Asia’s largest Sports Media Property. Prior to that she was Vice President of Marketing and Communications for Tiffany & Co. Asia Pacific. In this role, she was responsible for all aspects of Tiffany’s luxury and UHNWI marketing, event and communications planning, strategy and implementation across all retail channels and all Asia Pacific countries. She held a similar position at Ralph Lauren prior to joining Tiffany cementing her as a leading luxury and lifestyle retail and events marketer.
She worked for Adidas as director of the Beijing 2008 Olympic Games, where she was responsible for all of the company’s marketing, sponsorship, licensing and business development activities. She and her team won China’s first-ever Cannes Gold Lion for the adidas Olympics campaign. Erica held the same role for adidas at the London 2012 Olympic Games. Before joining Adidas, she was Director of Marketing and Communications for Special Olympics China, helping to develop the program from 50,000 to 500,000 participants. In addition, as an account director at J. Walter Thompson Shanghai, she was responsible for creative advertising development, product development and retail marketing for DeBeers and PepsiCo.
Malaysia Football League aims to privatise the Malaysian professional football leagues with efforts in transforming Malaysian football, one of which is positive & sustainable commercial growth. Winnie’s responsibilities are with commercialising all MFL assets, strategise and oversee all commercial & marketing activities and provide local guidance and senior support for the team, including Partnership, Client Servicing, Media Rights, Broadcast, Events & Creative.
As Vice President, Marketing & Communications, NBA Asia, Sheila Rasu is responsible for the overall marketing, communications and social responsibility efforts for the NBA across Asia-Pacific. Rasu has more than 20 years of experience in public relations and marketing. Before joining NBA Asia in 2011, Rasu served as SVP of Fleishman-Hillard in Singapore, where she oversaw its consumer and healthcare practice for Southeast Asia and spearheaded various large-scale regional campaigns. Prior to that, Rasu held positions with Fulford PR and Mission Hills Group.
