Cheryl Goh | Influence 100 2022
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Cheryl Goh

Group VP, Marketing & Sustainability

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 a positioning that includes offering far more services than just rides.

Leading a team of 500 across Southeast Asia, Goh is charged with shaping the strategy behind Grab’s brand and reputation, while also overseeing sustainability and social impact — the latter of which involves a specific focus on inclusive capitalism to solve problems of poverty and climate change. 

Those qualities came to the fore during the pandemic, when Grab elevated its brand positioning to cover a myriad of critical areas impacted by the pandemic. All of which added up to a slew of campaigns and initiatives that helped Grab dominate award shows and communications thinking in the region. In the process, Goh has emerged as an eloquent advocate not only for marketing transformation, but for the heightened relevance of GrabForGood when it comes to driving digital and financial inclusion. 

Goh has spent more than a decade in leadership roles in the digital space, mostly in technology companies such as MOL Global and Friendster. She also headed The New Straits Times Press Group’s digital arm and served as group digital GM at Nissan Malaysia.