The entrepreneurial spirit of Jack Ma, Founder of Alibaba has inspired millions across the globe to pursue their own endeavours. Resonating with Ma’s leadership philosophy, many of these inspired individuals have gone on to become prominent leaders in their respective industries. Today, we are celebrating one such individual as one of the most influential marketing leaders to watch in 2024—Jon Tan, Senior Vice President and Head of Brand & Corporate Communications at OrangeTee.
The inception of The Leadership Journey In Marketing
Jon’s path to marketing leadership has been shaped by a variety of roles spanning industries. His work with SEAT propelled him to new heights, where he was pivotal in launching the brand in Singapore. This role involved setting up the showroom, building the sales and marketing teams, and introducing SEAT to a competitive market, which polished his strategic thinking and helped him understand the market dynamics and consumer needs better.
After SEAT, Jon moved to ERA Singapore (ERA), the country’s largest international real estate agency. This transition from automotive to real estate was key in expanding his marketing perspective. At ERA, he gained valuable insights into agent and consumer behavior, refining his skills in brand management and strategic communication for high-value products and services.
Now, at OrangeTee, Jon has successfully spearheaded numerous brand initiatives that have elevated the company’s profile. Among those, a notable achievement was leading the launch of The Home Expo 2024, a major nation-wide consumer event by SPH Media, where OrangeTee is the official presenter.
Rising through Complex Challenges
At the early stages of Jon’s career, one of the most significant challenges was navigating the complexities of establishing a brand in a fiercely competitive market. During his time at SEAT Centre Singapore, launching a new brand with limited resources required innovative thinking and resilience. Jon overcame these obstacles by building a strong, cohesive team, utilizing data-driven insights to shape strategies, and maintaining a clear vision of the company’s goals.
Another major challenge emerged during a corporate brand refresh at OrangeTee, where managing diverse opinions between stakeholders was critical. The situation demanded a diplomatic approach that was transparent and would demonstrate the benefits of the proposed changes. Through open communication, aligning everyone with the strategic objectives, and highlighting the long-term value of the refresh, Jon successfully led the initiative to completion.
How OrangeTee Became Singapore’s Top Proptech Agency?
Founded in 2000, OrangeTee has become a top proptech agency in Singapore with its focus on empowering real estate trusted advisers through technology, as well as building specialized communities and adopting a consumer-centric approach. Its services cover residential, commercial, and industrial property transactions, alongside comprehensive property management. Nurturing trust and long-term relationships is central to its mission with both agents and clients.
Notably, recent advancements for OrangeTee include the updated Market Analytics Suite and the new Research Hub, highlighting its commitment to innovation and data-driven insights. These tools offer agents and consumers easy access to crucial property information, helping them make informed decisions and improve the real estate experience.
Looking ahead, OrangeTee is leading the charge in integrating cutting-edge technology. It is developing AMOS (AI-enabled Mobile Operating System), an advanced CRM system that will streamline communication and workflow from initial contact to appointment scheduling, enhancing service efficiency and effectiveness across all digital interactions.
A Democratic Stakeholder Management Philosophy
In managing stakeholders, Jon emphasizes the importance of core attributes—character, values, and work ethic—to establish a foundation of trust and long-term success. By aligning these elements with the company’s vision, he fosters strong relationships that naturally drive progress.
Jon’s approach is democratic, focusing on collaboration, inclusivity, and empowerment. He seeks and values feedback, encouraging open dialogue with both internal and external stakeholders. This creates a space where creativity thrives, and innovation is embraced.
To maintain momentum, Jon recognizes both significant achievements and small milestones, ensuring that stakeholders understand how their contributions align with the company’s broader objectives. He also provides opportunities for collaboration and development, which enhances engagement and cultivates a sense of ownership and commitment to shared goals.
What makes Leadership in Marketing rewarding?
- Creativity: Crafting and executing innovative campaigns that captivate audiences and drive results is deeply satisfying.
- Impact: Playing a pivotal role in a company’s success by strengthening brand awareness and boosting sales is immensely fulfilling.
- Variety: Offering a wide range of challenges and opportunities for personal and professional development.
- Analytical Skills: Utilizing data and metrics to measure and optimize campaign performance provides a sense of accomplishment.
- Relationship Building: Fostering meaningful connections with clients, colleagues, and stakeholders adds to the role’s appeal.
Recent Standout Achievements
One of Jon’s standout marketing achievements is the execution of OrangeTee’s comprehensive brand refresh. More than just a visual update, this project was a strategic overhaul designed to better align with the company’s evolving market position and consumer expectations.
OrangeTee started by gathering feedback from key stakeholders and conducting internal research to ensure the new brand identity resonates with both its agency network and internal staff. The goal was to update its brand messaging, visual elements, and overall positioning to emphasize its consumer-centric approach.
The initiative received positive feedback from both agents and staff, setting OrangeTee apart in the competitive real estate market. It also highlighted the innovative spirit and commitment to excellence—enhancing its market presence and energizing its teams with a renewed sense of purpose. Impressively, it increased brand recognition, improved engagement metrics, and higher client satisfaction.
“This campaign has effectively positioned OrangeTee as a forward-thinking leader in real estate, and I am proud of the transformative impact it has had.”
Staying Ahead of the Curve
Jon’s approach to marketing revolves around innovation, utilizing data, and maintaining adaptability. By integrating multichannel strategies and hyper-personalization, OrangeTee ensures its marketing efforts are both broad and tailored to individual customer needs.
At OrangeTee, generative AI and immersive technologies play a crucial role in enhancing the content creation and engagement strategies, keeping it ahead of industry advancements.
The company is advancing its technology integration with the development of AMOS (AI-enabled Mobile Operating System), a next-generation CRM system. Once fully implemented, AMOS will optimize its communication channels with agents and consumers across all digital touchpoints, streamlining workflows from initial contact to appointment scheduling—boosting the efficiency and effectiveness of its services.
Notable Upcoming Projects
“One recent campaign I’m particularly proud of is our partnership with SPH Media for The Home Expo 2024, where we are the official presenter,” says Jon.
This event is poised to be one of the year’s most significant home-related consumer events. As the fourth largest agency in Singapore, OrangeTee has effectively positioned itself as a key partner by emphasizing its unique selling propositions and entering the lifestyle event space.
The campaign combined digital and traditional marketing channels to generate excitement and engage the target audience. The result was a highly successful event that surpassed OrangeTee’s expectations in terms of attendance and engagement—boosting the brand’s visibility and credibility.
The Home Expo provides a valuable opportunity to showcase our strategic vision and drive innovation in the marketing field. OrangeTee is actively working on securing additional partnerships to further enhance the event’s impact and ensure a memorable experience for attendees.
Company Overview
| Website: http://www.orangetee.com |
| Industry: Real Estate |
| Company size: 1,001-3,500 employees and agents |
| Headquarters: Singapore, Singapore |
| Type: Privately Held |
| Founded: 2000 |
| Specialties: Residential Projects, Overseas Projects, Business Space, Corporate Residential Services, Investment Sales, Valuation, Research & Consultancy, Training & Development, |
Jon’s Advice to Aspiring Leaders
- Assess Your Strengths and Gaps: Regularly evaluate your skills and areas for improvement to guide your professional development.
- Expand Your Network and Visibility: Build a strong professional network and increase your visibility within the industry to open new opportunities.
- Learn New Skills and Trends: Stay updated with the latest marketing trends and technologies to remain competitive and relevant.
- Stay Humble and Seek Guidance: Actively seek feedback and mentorship to gain valuable insights and support for your growth.
Biggest Marketing trends to watch in 2024
In 2024, several key trends are shaping the marketing landscape:
- Multichannel Integration: Coordinating marketing efforts across both online and offline channels is crucial for delivering a unified customer experience.
- Hyper-personalization: Utilizing data analytics and AI to create highly tailored experiences is increasingly important for engaging customers and achieving business goals.
- Generative AI: AI’s role in automating content creation and streamlining production is transforming how content is produced and delivered.
- Immersive Technologies: The use of augmented reality (AR) and virtual reality (VR) is enhancing customer experiences and opening new avenues for engagement.
How to Build a High-Performing Marketing Team that “CARE”?
- Collaboration & Accountability
- Collaboration: Foster idea-sharing and teamwork.
- Accountability: Ensure ownership and commitment to results.
- Attention to Detail
- Precision: Execute campaigns with meticulous care and high standards.
- Resourcefulness & Creativity
- Creativity: Encourage innovative thinking and fresh ideas.
- Resourcefulness: Adapt and solve problems effectively.
- Empowerment & Integrity
- Empowerment: Trust team members to make decisions and take initiative.
- Integrity: Uphold ethical standards to drive engagement and success.
