SingPost's Robin Goh heads to Certis to lead group comms and marketing

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Robin Goh has left Singapore Post (SingPost) to join Certis Group as SVP and head, group communications and marketing, effective 7 February 2022. According to a statement by Certis, the appointment comes as part of the company's efforts to strengthen its ambition as a growing tech-led security services organisation. In his new role, Goh (pictured) will be responsible for developing and implementing communications and marketing strategies aligned Certis' business goals, including oversight of all strategic communications with external and internal stakeholders, amplifying its purpose, brand and solutions across multiple channels, Certis said.

Goh brings with him over two decades of experience in communications and branding. In SingPost, Goh helmed the role of chief brand and communications officer. During his time there, Goh was tasked with steering the brand marketing, corporate communications, social media, content strategy, digital advertising, CSR, government relations, and the overall perception management of the SingPost brand and its global subsidiaries.

Prior to that, he was regional head of communications, Asia at Jetstar Airways, where he was responsible for the overall media and corporate communications blueprint of the group across Asia, including tactical publicity strategies for Jetstar Japan, Jetstar Hong Kong, Jetstar Pacific and Jetstar Asia, his LinkedIn stated. Some of his key functions included

Goh has also previously taken on communications and branding roles in companies such as Changi Airport Group. Resorts World Sentosa, Sentosa Leisure Group, SingHealth, and Wildlife Reserves Singapore - now known as Mandai Wildlife Group.

In an interview with MARKETING-INTERACTIVE, Goh said that he has always felt a strong affinity towards Certis, with the brand being an essential service when it comes to protection and security for "various installations across Singapore". "I found out a lot more during the hiring process, and I'm very excited seeing how far it's come as a company. It started from just an Auxiliary Police force, and has now gone on to become a security conglomerate," he added.

Goh hopes to be able to bring Certis to greater heights in terms of its reputation. "My personal mantra when joining a new company has always been 'What can I do for you?'. There has to be something that bring to the company," he added.

More of the interview here:

MARKETING-INTERACTIVE: What trends or innovations are you excited about in the next two years?

Goh: We all have to embrace the little parts, and these little steps will go a long way - from energy consumption right down to water consumption and even something as basic as recycling. I always say if all else fails, just follow what the government is doing. Another trend to embrace is commerce.

I am also excited about artificial intelligence (AI). AI is something that we can't run away from - data, and how one uses data to predict consumer behavior. This cannot be further from the truth with COVID-19. After two years, I think that embracing technology is something that you can't run away from. I'm quite proud to say that over the years, even something as basic as our pop stations were really ahead of the curve. It is already being used in the marketing industry as well, as bands try to "replicate" the physical experience, especially during the pandemic. However, it is also not a one-size-fits-all solution, so the endless possibilities AI has has to offer is rather exciting.

MARKETING-INTERACTIVE: How can brands show support for sustainability and really carry out efforts without greenwashing?

Goh: Sadly, greenwashing has become a huge thing. I won't name the companies, but I have actually seen a lot of it. There are two levels in greenwashing. The first level is doing it for the sake of doing it. These are companies that leverage on what I call "low hanging fruits". For instance, doing the simple things like reducing electricity consumption - and I think that's still okay.

However, there are companies who greenwash because they think it's trendy to be green. The problem lies in that companies make big statements but rarely follow through. And if these companies generally don't produce annual sustainability reports as a practice, they can actually get away with it - this is becoming a social issue. These companies can't lie to themselves and the public forever as they will eventually get caught in the long run.

So, my advice to companies that greenwash is to practice what you preach and do what's right. There are many resources now if companies don't know what to do or where to start. If all else fails, they can take part in the national movement to plant trees - that's always a very good plan to fall back on. At the end of the day, it will be good for the company and the planet in the long run.

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