Parminder Singh has joined Singapore’s largest media company Mediacorp as its Chief Commercial and Digital Officer.

His role combines two previously separate positions in the company.

“Our monetisation efforts need to be more closely aligned with our digital product development, operations, audience acquisition and content marketing efforts. In our continuous search for talent, this meant that if we found a candidate qualified and willing to head the Commercial and Digital groups, we would combine the leadership roles to accelerate our progress in both areas,” explained Shaun Seow, CEO of Mediacorp, in an official press statement.

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Singh will be expected to chart Mediacorp’s digital roadmap, broadening and deepening the company’s engagement with its online audiences.

“The convergence of online and offline offers exciting possibilities. I’m particularly thrilled by the opportunity to combine Mediacorp’s digital and mainstream media assets to deliver more complete and compelling solutions for our clients,” said Singh.

Singh was previously the Managing Director for Twitter’s Southeast Asia, Middle East & North Africa and India operations.

He left after three years in 2016, during a time when Twitter was streamlining its Asia business.

Image Credit: Mediacorp