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Kelvin Tan

Head of Customer & Marketing (Retail Business), Fairprice Group  


Kelvin Tan has over 16 years of marketing, branding and corporate communications experience, all of which are grounded in his passion for innovation. Inspired by FairPrice Group’s aspiration to be a leading world-class retailer with a heart, he has joined Singapore’s largest retailer to champion customer-centric marketing transformation for FairPrice supermarkets, FairPrice Shop, FairPrice Finest, FairPrice Xtra and Unity Pharmacies, coupled with its convenience arm that includes FairPrice Xpress and Cheers brands. Previously, he has worked in multiple industries and has experience in agency environments as well as Asia Pacific marketplaces. Some of the brands he has spearheaded regionally in Asia Pacific include Parmalat, Subway Restaurants, Long John Silver’s, Starbucks, Sun Microsystems, SAP Asia, Garuda Indonesia and Parkroyal Hotels & Resorts. His latest success story would be leading old-time QSR chain A&W Restaurants’ return to Singapore. When he’s not working, you can probably find him exploring tribal villages in Asia!