ShuFen Goh is the co-founder and Principal of R3 – a global marketing consultancy working with 8 of the top 20 global marketers, with offices in Asia, North and South America, and Europe.


With over two decades of experience in the creative industry and with corporate brands, she is a pioneer in advancing the practice of marketing effectiveness through optimisation of agency partnerships and measurement, working with companies such as Coca-Cola, Johnson & Johnson, Unilever, Visa and MasterCard. She has consulted and facilitated multiple successful digital transformation and benchmarking for companies from partnerships to capability building.


ShuFen is President of the Institute of Advertising Singapore, an industry association for the marketing and communications sector, championing talent development and regional initiatives to position Singapore as the marcoms hub of Asia. Under her leadership, IAS has launched several breakthrough initiatives supported by the Singapore Economic Development Board, including the Upstart graduate training programme, mentorship for young executives by industry veterans and the only careers fair dedicated to marcoms. She sits on several boards including Singapore National Gallery, Design Masterplan Committee and the MasterCard Digital & E-Commerce Advisory.