Brand & Marketing Leader · Dubai & Singapore
Brand & Marketing Leader · Creative Strategy · Governance & Narrative Systems
Senior brand and marketing leader with 20 years' experience shaping brand strategy, narrative frameworks, and creative direction across international markets, spanning aviation through to global enterprise.
Years experience
Regions led
Markets covered
About
Senior brand and marketing leader with two decades of experience building, governing, and transforming brands across international markets. My work bridges strategy and execution, from defining brand architecture and narrative frameworks to directing campaigns and leading high-performing teams.
I've built brand functions from the ground up at beOnd, led global marketing at Qatar Airways, and shaped communications across aviation products at IATA for 9 years. Known for combining strategic clarity with hands-on creative direction, ensuring brand thinking drives consistency, differentiation, and commercial impact.
I stay at the forefront of how AI is reshaping brand and marketing, from governing how AI tools are used within brand guardrails to working with agency partners on performance automation to drive efficiency and commercial outcomes.
English (Native) · Mandarin (Proficient)
What I do best
Positioning, naming, narrative, identity, tone of voice. Built the entire brand system for beOnd from concept to market.
Governance frameworks, approval processes, brand guidelines and audit structures that hold consistency at scale across markets and agencies.
End-to-end campaigns across paid, owned, and earned channels, from creative briefing through delivery and ROI reporting.
Brand narrative frameworks and TOV systems that give organisations a consistent, differentiated voice across every channel and market.
Embedding brand across the full guest experience, digital platforms and physical touchpoints, so narrative consistency drives loyalty and revenue.
Corporate narratives, sustainability messaging, and executive positioning that align stakeholders and reinforce brand reputation.
Portfolio
A selection of real work demonstrating how strategy, creative direction, and partnership thinking build brand equity and commercial value.
beOnd × Media Consultancy Partner × Riyadh to Maldives
A high-impact collaboration managed through our media consultancy partner, flying Georgina Rodriguez aboard beOnd. Organic stories reached millions of followers and the onboard experience featured on Netflix's "I Am Gio" series, delivering remarkable brand awareness results with zero paid amplification.
Featured on Netflix "I Am Gio" series
beOnd × The Giving Movement × Resort Partner
A co-branded lifestyle campaign uniting beOnd's premium leisure proposition with The Giving Movement's Island Ease collection. The partnership aligned beOnd's narrative of slow, intentional travel with a fashion partner whose values and audience were a natural fit, extending brand reach into lifestyle and fashion segments.
Watch on YouTube ↗Co-created content, packages, and storytelling positioning beOnd as the gateway to an elevated island experience.
beOnd · Hospitality Partner
Go-to-market brand launch across two regions, introducing a new-to-market premium airline with positioning, narrative, and integrated rollout.
beOnd · Multi-market
Translated complex environmental commitments into a credible, audience-relevant brand narrative for executive and stakeholder audiences.
Qatar Airways · Corporate Affairs
Work history
2025 — Present
beOnd
Premium Leisure Airline
Senior brand authority reporting to CEO. Leading the global Brand Office — owning governance, narrative systems, creative toolkits, and brand roadmap across all markets. Final approver on all communications, partnerships, and creative outputs. Built and scaled the Brand Office from scratch.
2022 — 2025
beOnd
Premium Leisure Airline
Built the marketing function from zero across Europe and GCC. Defined brand identity from concept stage, delivered integrated 360 launch campaigns, managed agencies, and tracked performance against commercial targets.
2020 — 2022
Qatar Airways
Dual senior roles at one of the world's most recognised airlines. Led global campaigns, developed corporate and sustainability narratives, and managed cross-regional brand alignment across a complex matrix organisation.
2011 — 2019
IATA
Nine years delivering global B2B marketing and communications for aviation products across multiple markets and languages, translating complex offerings into clear, commercially effective messaging frameworks.
Earlier
Previous Roles
OAG — Regional Marketing (APAC, India & Pakistan) · HP Software (APJ) — Marketing Programme Manager · AIMIA — Account Management
Capabilities & background
Adobe Creative Suite · Canva · Salesforce · Pardot · Marketo · Emplifi · CRM Platforms · Social Media Tools · Analytics Platforms · Microsoft Office
2021 – 2022
University of Geneva | Doha
2003 – 2005
University of Massachusetts, Amherst, USA
2000 – 2003
Temasek Polytechnic, Singapore
AI & modern marketing
AI is reshaping how brands create, distribute, and govern their communications. My approach leads organisations into this shift with clarity and confidence, championing exploration within creative teams while ensuring the guardrails that protect brand integrity remain firmly in place.
Senior brand leaders who understand AI as a strategic and governance challenge are among the most sought-after profiles today. The role isn't to resist automation. It's to direct it.
Championing AI experimentation within creative teams, guiding exploration of generative tools to unlock faster ideation and smarter content production at scale.
Partnering with agencies on AI-enabled performance advertising and content strategies, bringing brand rigour to briefs and ensuring outputs meet the same standards as traditionally produced work.
Building frameworks that define how AI tools can and cannot be used within the brand, protecting tone of voice, identity, and narrative consistency across all AI-assisted outputs.
Get in touch
Available for senior brand director, head of brand, or CMO roles. Twenty years of international experience across aviation and global markets, with a track record of building brand functions that deliver clarity, consistency, and commercial impact.
Phone
+971 54 305 1552
tiffykoh@yahoo.com
linkedin.com/in/tiffanykoh
Location
Dubai, UAE (Golden Visa) · Singapore (Citizen)
Currently open to senior brand and marketing leadership opportunities, particularly in aviation, hospitality, tourism, or global consumer brands. Open to Dubai-based, regional, or international roles.