Serene Goh is Head of SPH Content Lab, Singapore Press Holdings’ award-winning content marketing unit. To tell the story of things, her team drives strategies for integrated commercial campaigns across the group’s titles in print, digital and video formats. The Lab works with newsrooms including The Straits Times, The Business Times and The New Paper, as well as SPH’s Chinese, Malay and Tamil titles. It also collaborates with SPH Radio, and infographics specialists at THINK. Magazines, supplements, specialty microsites—yes, it’s an exciting spectrum of everything they manage.
Ms Goh’s own publishing career spans more than 20 years, with a focus on the millennial audience. For over a decade before her current posting, she led The Straits Times’ young reader department to 14 global awards recognising excellence from PANPA, International News Media Association (INMA) and Association and World Association of Newspapers and News Publishers (WAN-IFRA). She launched drove hit campaigns including the RHB-The Straits Times National Spelling Championship and social-innovation hackathon, the MCCY-Straits Times Idea Jam. She started as a reporter with The Straits Times Life! section, then moved on to become an assistant news editor at its Newsdesk. In between, she wrote features at ELLE (Singapore) magazine, headed The Edge Singapore’s Options section, and was a correspondent with SPH’s erstwhile print-and-digital tabloid, Project Eyeball.