ECHUM-Profile-edited (2)

Elaine Chum

Head of Digital, ASEAN Pacific @ Phillips


Elaine Chum, currently the Head of Digital for Philips ASEAN Pacific, has been with Philips for the past 13 years. She spent 7 years at Philips headquarters in Amsterdam on Digital Marketing Communication and Digital Strategy & Enablement roles for the consumer business focusing on Europe and China, 1 year as the Digital Lead for South Korea, and 4 years in the current ASEAN Pacific role for the Consumer and Health Care business. Prior to Philips, Elaine spent 4.5 years with Carlson Marketing Worldwide Singapore, a loyalty agency, managing clients with heavy digital portfolio, such as ExxonMobil, SK-II and Guinness for Southeast Asia.


In her role for Philips ASEAN Pacific, she led the digital transformation journey and setup of  The PULSE at Philips, which focuses on end-to-end digital management, performance management and driving DROI across digital activations in the region. The concept and some of the work produced by this team has won global Philips awards as well as industry awards in the region, such as at 2015’s Campaign Asia, 2016 Singapore Creative Circle Awards, 2016 and 2017 Singapore Advertising Hall of Fame Awards. In addition, PULSE being featured at 2016 Cannes Lion International Festival of Creativity.