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As marketing and communications chief at one of the world’s fastest-growing startups, Cheryl Goh has played a pivotal role in driving Grab’s remarkable user growth, country expansion and service diversification. Goh’s deep experience in digital engagement has helped to underpin this approach, helping Grab see off the challenge from Uber and consolidate its new positioning that includes offering far more services than just rides.
Can you share a moment in your career when you saw PR's direct impact on business performance?
PR plays an important role in educating the market on our new products and feature launches. We often see uplifts in business metrics as a result of good PR.
What are the communications industry's biggest challenges and opportunities in the year ahead?
Given the global pandemic, communications will play an important role in driving business recovery and consumer confidence.
What have you most admired about this industry over the past year?
A concerted effort to not only generate good publicity but the desire to build longer terms programs that generate positive social impact.
How have you switched off from work and maintained wellness in lockdown?
Exercise and being outdoors in nature.
Which book/movie/TV show/podcast/playlist/other cultural source has helped you get through this year or provided inspiration?
‘How to Avoid a Climate Disaster’ by Bill Gates.
If I wasn't working in marketing/communications, I would be...
A wildlife photographer.
Sum up 2021 in one word.
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