As Assistant Chief Executive, Marketing, Lynette Pang is responsible for building the Singapore destination brand globally, and helms the international marketing efforts of the Singapore Tourism Board (STB), driving the consumer-centric and yield-driven approach to marketing. Specifically, Lynette runs marketing across both the B2C (leisure) and B2B (MICE) businesses, which includes product & industry marketing, brand, advertising, digital & social, communications and research across 20 markets. She also oversees global strategic marketing partnerships, corporate communications and marketing capability development for the organization. In 2017 Lynette launched the Passion Made Possible brand which signalled a shift for destination marketing towards an authentic view of Singapore through the voices of local craftsmen, artistes and personalities. The brand has gained traction with locals and global audiences alike with an accumulated reach of 1.45 billion and content views of 763 million. Lynette is also an Advisor to the SG Brand Office that oversees the brand guardianship of the SG Brand across the government. Lynette spent the first half of her career at STB in a business development role attracting investments and developing products in the sectors of entertainment, arts, sports, healthcare and education. A career highlight was the opportunity to helm the Formula One portfolio where she worked closely with the Race Promoter and government agencies in the organization of the race including the development and marketing of the Grand Prix Season Singapore. Prior to her career in the public sector, Lynette spent numerous years in the media and entertainment industry across various organisations in both marketing and general management roles.