Shufen Goh is the Principal and Co-Founder of R3, an independent transformation consultancy established in January 2002, focused on enhancing the return on marketing investments. Goh also serves as a Board Member at Kallang Alive Sport Management Co Pte Ltd, which manages the Singapore Sports Hub, and Singapore Turf Club, Singapore's sole horse racing club. Additionally, Goh holds the position of President at the Association of Advertising and Marketing Singapore (AAMS) and previously led the Institute of Advertising Singapore. Goh's early career included roles as Business Development Director at M&C Saatchi and Account Director at Ogilvy & Mather, managing prominent brands such as Coca-Cola and Unilever. Education includes a Bachelor of Science degree in Biology from the National University of Singapore and attendance at Raffles Girls Secondary School.

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