Trust Bank names new chief marketing officer

Trust Bank has named Mira Bharin as its new chief marketing officer (CMO). She will report to directly to Dwaipayan Sadhu, chief executive officer at Trust Bank, according to the bank when MARKETING-INTERACTIVE reached out. 

As the bank's new CMO, Bharin will be tasked with developing and delivering Trust Bank's marketing strategy to drive the business, brand promise and strategic intent. 

"I will take primary ownership of the marketing and branding agenda and ensure delivery of the best communication channels to represent Trust to our intended audiences," she said. She added that in her new role, she will also partner closely with other internal teams to achieve Trust's growth and product go-to-market objectives.

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The news comes shortly after Bharin stepped down from the role of Sentosa Development Corporation's (SDC) divisional director of marketing and guest experiences  after five years, according to a LinkedIn post by Bharin.

"What an epic five-year ride," Bharin wrote. "The time has come to say goodbye to an amazing journey in Sentosa and Sentosa Development Corporation. These years have been filled with wonderful memories, invaluable lessons and countless friendships."

Bharin went on to thank her "supportive leaders" and "priceless teams" as well as her "awesome peers". 

"We have accomplished so much together and I can’t wait to see all the future plans come to fruition," she said.

"As I embark into the next chapter of my career, the mix of emotions is real. Sadness to leave behind what’s familiar and my work family, but also excitement for the adventures that await me on the other side," she added. 

Bharin joined SDC in 2018 as its brand, marketing and communications director. She held the role for just under three years before moving on to divisional director of marketing and guest experiences. She again held that role for just under three years. 

Prior to her stint in SDC, Bharin spent just under two years at cosmetics company L'Oréal. There, she helmed the roles of general manager of designer brand fragrances as well as general manager of luxury makeup with Yves Saint Laurent Beauté and Shu Uemura falling under her purview.

Prior to that, Bharin worked at firms such as NTUC as its senior vice president of brand and marketng and Procter & Gamble where she helmed multiple roles over the almost 12 years that she was there. Bharin left Procter & Gamble in 2014 as its global brand manager of Vidal Sassoon Hair Care.

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