Cynthia Seow joined the Group in February 2022 as Director, Customer Experience, bringing with her more than two decades of experience across customer operations, service transformation, and digital enablement. She has consistently demonstrated strong strategic leadership in navigating the evolving customer experience landscape, underpinned by a disciplined, data-driven approach to operational and digital transformation.

In 2023, Cynthia expanded her remit to assume the role of Director, Digital, where she leads the Group’s digital transformation agenda across product, commercial, and customer touchpoints. Her portfolio includes the modernisation of digital platforms, enhancement of end-to-end customer journeys, and the development of new digital growth initiatives.

Cynthia spearheaded the establishment of KULT, the Group’s digital advertising and commerce venture, designed to accelerate digital advertising growth by integrating premium content, first party data, creator ecosystems, and performance-driven solutions. Under her leadership, KULT complements the Group’s core media offerings while enabling brands to engage consumers more effectively across digital and social platforms.

Prior to joining the Group, Cynthia served as General Manager, Transformation and Customer Experience at U Mobile, where she led enterprise-wide transformation initiatives spanning retail operations, customer service, data management, and operational excellence. Her earlier career includes senior roles at Qatar Airways, AirAsia, and Media Prima, providing her with extensive regional and cross-industry experience in aviation, telecommunications, and media.

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