In an incredible 55-year journey, Tai Sun has evolved into Singapore’s largest nuts and snacks company that is still family-run by leaders who earned their positions.
Esther Loo, the brand’s third-generation scion and current head of marketing, is a perfect example of this. Instead of automatically assuming a role after completing her studies, she was “gently” persuaded to pave her way. “I was kicked out!” Loo laughs. “I was made to gain outside experience, so I joined an agency.”
She cut her teeth in public relations and advertising before making the switch to marketing, which turned out to be her true calling. Eleven years ago, while working at L’Oreal Singapore, the family asked her to help out with the business. Her first task? Plan and execute a brand overhaul for a then-outdated Tai Sun.
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Esta historia es de la edición August 2021 de The PEAK Singapore.
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