Cassandra Tan

Cassandra Tan serves as the Vice President of Strategy, CRM, and eCommerce for Southeast Asia and Korea at Universal Music Group, where responsibilities include leveraging data for revenue growth, enhancing audience segmentation, and driving innovation in direct-to-consumer products. With a regional leadership role across seven countries, Cassandra focuses on e-commerce, licensing, and partnerships to optimize product strategy and marketing. Prior to this position, Cassandra worked at Kantar from July 2010 to November 2019, holding various roles including Client Partner and Director. Cassandra Tan holds a Bachelor of Social Sciences (Honors) in Psychology with a minor in Technopreneurship from the National University of Singapore.