Elaine Chum

Area Head of Digital Transformation & Consumer Experience, BAT North Asia

Elaine is the Head of Digital & eCommerce Transformation for British American Tobacco North Asia Area. Heading up the Digital & eCommerce Transformation team, she has an overall responsibility for spearheading Digital & eCommerce strategy creation and delivery, with priority focus of driving business growth through transformation within the Area.
Prior to BAT, Elaine was with Philips for 14 years in various Digital & eCommerce roles in Netherlands, China, South Korea, and APAC, managing the Consumer, Healthcare and Sleep & Respiratory business. She also spent 4.5 years in the agency side with Carlson Marketing Worldwide Singapore, managing clients with digital portfolio, such as ExxonMobil, SK-II and Guinness for Southeast Asia.
In her role for Philips ASEAN Pacific, she led the digital transformation journey and setup of The PULSE at Philips, which focuses on end-to-end digital management, performance management and driving DROI across digital activations in the region. The concept and some of the work produced by this team has won global Philips awards as well as industry awards in the region, such as at 2015’s Campaign Asia, 2016 Singapore Creative Circle Awards, 2016 and 2017 Singapore Advertising Hall of Fame Awards.