Shufen Goh is the Co-founder and Principal of R3 - a global marketing consultancy working with twelve of the top twenty global marketers, with offices in Asia, North America and Europe. She has over two decades of experience helping brands increase the effectiveness and efficiency of their marketing through the optimization of agency partnerships and measurement. Companies she has worked with include Coca-Cola, Johnson & Johnson, Unilever and Mastercard. As part of her commitment to grow the positive impact of marketing in Asia Pacific, Shufen serves as the President of the Institute of Advertising Singapore, is marketing advisor to the National Gallery of Singapore and European startups venturing into South East Asia. She is the co-author of three books on marketing leadership and digital transformation.