Christina drives the branding and retail marketing strategies for its various retail banners – the main supermarket brand (FairPrice), gourmet banner (FairPrice Finest), hypermarket (FairPrice Xtra), convenience store (Cheers and FairPrice Xpress) and FairPrice Online.
Christina is responsible for building brand distinction for each of the retail banners and establishing new customer engagement platforms that cultivate stronger customer following.
She is tasked to drive traffic into the stores by optimizing multiple windows of purchase, as well as to work the customer touch points at the stores to encourage bigger basket per customer.
Her other challenges lie in ensuring that the cooperative’s CSR initiatives and marketing sponsorships are optimized to drive maximum mileage for the FairPrice brand and resonance among its customers.
Prior to joining FairPrice, Christina spent 17 years in the advertising industry with various international advertising agencies - She is a trained marketing communication specialist in through-the-line strategies.
Christina believes in challenging the conventions and finding new ways of looking at and doing things. She thinks it is important to build and leverage insights to spark interaction between a brand and its customers, in a meaningful and profitable way.
About NTUC FairPrice
NTUC FairPrice was founded in 1973 by the National Trades Union Congress to combat profiteering. Today, they are Singapore’s trusted supermarket with over 200 stores in diverse formats, serving the needs of customers from all walks of life. They remain as a cooperative committed to their founding mission of moderating the cost of living in Singapore.