Chief marketing officer Siew Ting Foo is building personal brands with purpose

The Her World Mentorship Programme returns with a focus on supporting women re-entering the workforce. This year’s mentors share what inspired them to take part.

While many are passionate about their vocation, few have written a book about it.

Veteran marketer Siew Ting Foo – who has worked with Unilever, Mars Incorporated, Diageo, Fonterra, and HP Inc over her 25-year career – has recently published her first book, Building Brands with Soul: A CMO’s Journey to Humanising Growth and Creating Meaningful Impact.

“My purpose is to unleash people’s potential – to help build businesses, brands and teams that positively impact society,” says Siew Ting, who has held roles as a global chief brand and insights officer, as well as multiple Asia-Pacific CMO positions.

As a transformational growth leader, she inspires change, nurtures potential, and promotes leadership within the communities and companies she works with. Siew Ting also serves on the board of The Marketing Society, an international community of marketing leaders.

For women embarking on a similar journey, Siew Ting advises: “Don’t wait until you’re fully ready – embrace the unknown and give it a shot, even when you’re only 50 per cent there. That mindset has inspired me to be bold in my career choices. You should also plan two jobs ahead; it helps with active career planning.”

By joining Her World’s mentorship programme, Siew Ting hopes to give back by helping mentees who are looking to return to the workforce navigate their way back.

“Everyone has their own story and narrative – I want to help women discover their strengths, craft their own narratives, and shine!” she says.

What inspired you to volunteer as a mentor for the Her World Mentorship Programme?

I strongly believe in the law of reciprocity – the more you share and help others, the more it comes back to you. I’ve benefited greatly from mentors throughout my career journey. In turn, I’ve had the privilege of mentoring many women and members of my team – both experiences have contributed significantly to my personal and professional growth.

Has mentorship influenced your personal or professional growth?

Like many women, I sometimes experience imposter syndrome and, as a result, underestimate my own abilities. It is through the mentors I’ve encountered at various points in my career that I’ve been able to recognise my strengths, gain momentum, and take a leap – even when I wasn’t 100 per cent ready.

How does one make the most of a mentorship opportunity?

My advice is to do your homework. I approach every mentorship opportunity with clear goals and objectives by asking myself the following questions:

• What do I hope to learn from my mentor?
• What role models or behaviours can I emulate?
• What is the BHAG (big hairy audacious goal) I’m working towards?

Be prepared – ensure that your mentor knows the objective of each session in advance so she can be ready to offer her best guidance. I make it a point to communicate my goals and expectations proactively with my mentor.

PHOTOGRAPHY Angela Guo
ART DIRECTION Ray Ticsay & Adeline Eng
STYLING Donson Chan
HAIR Angel Gwee, using Davines & Marc Teng
MAKEUP Benedict Choo & Nicole Ang / Suburbs, both using Cle de Peau Beaute
COORDINATION Chelsia Tan & Syed Zulfahdli
OUTFIT Crochet linen blazer and cotton pants, Brunello Cucinelli. Cotton shirt, Coach. Leather shoes, Onitsuka Tiger

Special thanks to SCWO and Boardagender for their help and support with the Her World Mentorship Programme 2025.